The whole fresh collar has become a red sea, under the melee, the industry profit becomes more and more thin. In a visible persistence battle, no matter which mode, return to retail essence, pay attention to product quality, supply chain construction, refine management, and more close to users will stand out.
Special authors in this publication? Minghui / Wen
As early as 2019, the community is fresh, unmanned retail, O2O and other new retail models are endless, the author is still firmly optimistic about the outstanding line of the business management, and the changes in the model are just "phase". Service, quality and supply chain are "such as", this requires enterprises to make the foundation, cultivate internal strength.
The industry insiders ridicule the new retail the biggest pit is "new", and retail is not so many "new", all new models first look at it half a year. Two years later, the fresh industry has undergone major changes – the Internet giants imported, daily, such as fresh e-commerce, such as fresh e-commerce, etc. Therefore, the industry’s landscape becomes a chain supermarket, the farmer’s market, the Internet, and community stores and many other characters, competition is more intense, and the model is more diverse.
Professional fresh e-commerce loss pressure is still large
In November, the daily premium and smashed vegetables released the three quarterly reports, and the cuisine campaign was 6.2 billion yuan, a year-on-year increase of 111%, GMV is 7 billion yuan. The daily excellent third quarter revenue is 2.1 billion yuan, an increase of 47% year-on-year, and GMV is 2.6 billion yuan.
Both companies use the front position of heavy asset mode. The front position mode attracted the capital market in the early days of entering the market, attracting consumers through delivery efficiency, price subsidies, etc., and thus torn in the fresh retail market of channels. As can be seen from income growth, number of users, background construction, etc., the front bin is basically a conventional state, which will not be eliminated by the market in the short period of time. For example, the number of new users in the third quarter is 14.7% in the second quarter. The number of monthly subscribers increased by 26.5%, and the first breakthrough of 10 million. It can be seen that its user size has a certain degree of natural growth. The current position of the position has achieved a certain scale, and the relatively stable user group has become a regular fresh shop.
Although the two companies revenue grow, the loss is expanded sequentially, in the third quarter of 2021, the revenue of the buyers is 38 billion yuan, 4.6 billion yuan and 6.2 billion yuan, net loss, respectively. 1.4 billion yuan, 1.9 billion yuan and 2 billion yuan, the loss is increasing, the total amount of money exceeds 5 billion yuan in the first three quarters, which has greatly over 2020 throughout the year of 3.2 billion yuan. It is also very good daily, with a loss of 900 million yuan in the third quarter, and a total loss of more than 3 billion yuan in the first three quarters.
From the perspective of the profitable form, the high growth of the two companies is exchanged by "burning money", especially the sales costs continue to grow. In the third quarter, buy vegetable sales and marketing costs of 430 million yuan, an increase of 207% year-on-year, mainly the increase in the new expenditure. It is preferentially similar.
The front position mode requires high performance cost. The faster delivery, the more the front position needs, the higher the natural cost.
As of the third quarter of 2021, 咚 买 菜 has 1375 front positions. But from late August, start adjusting strategic play, from "scale priority, balance efficiency", adjustment to "efficiency priority, balance scale". At the same time, buy vegetables to emphasize the product, increase the front end of the supply, expand the number of self-processing plants, and launch their own brands. The current self-owned brand has accounted for 5.8% of the total GMV, and the future hopes to 30%.咚 买菜 表示 As the order density increases, the cost of performance in the new area is also more remarkable, for example, the three-quarter, the new Southwestern regional performance rate is 8.1% in the second quarter. Founder Liang Changlin said, "Hey has a healthy cash flow, the listing is not for circle, so it is relatively fascinating to do some difficulty, right, long-term things, such as continuing to enhance the area layout density, supply upstream Chain extension, increase technical investment, etc. "
The daily premium is proposed to "platform operation" strategy, hoping to weaken the front position, reducing the asset layout, forming a new business map of the front position, smart food, retail cloud, transforming from self-operated fresh e-commerce to digitalization platform. But still in the early stage, it also needs to continue to observe.
Overall, Ali and other Internet giants join the battlefield, and they also take the "burning money" model, but they naturally have traffic advantages, which brings larger pressure to fresh e-commerce, improve gross profit, reduce costs, solve the loss, and become urgent issues that need resolving.
Internet community group purchase in a lasting battle
Before you benefit from the new crown epidemic, it is more than expected. This gives the community group purchase a large number of challenges and consumption opportunities, some consumer shopping habits have formed: Community group purchase has become an important purchase channel. With the entry of the Internet giants, with traffic and capital advantages, the competitive pattern of community group purchases quickly improved. But the profit prospect of community group purchase is still not optimistic. Internet companies have hoped to copy the "burning" model of the past, seize the user’s mind, grow rapidly, but the complexity of the fresh industry is exceeded, competition has evolved into a long-lasting battle.
First, the community group purchase hopes to use high-frequency consumption to cultivate consumption habits, but fresh cold chain, procurement, and automation problems still plague all players, many problems are difficult to solve in the short term. Stable fresh products require a mature cold chain supply. However, the low-priced fresh profits purchased by community groups cannot support the cost of warehousing logistics, and the investment of heavy assets is exceeded. Even if Jingdong self-built logistics, it has been covered in most parts of the country, and it is not possible to completely solve the problem, and its fresh products are only sold in part of the cold-chain logistics.
Second, the community group purchase should face complex procurement of upstream agricultural products. It is difficult for fresh products, concentrated large-scale procurement. Because most of the freshmen have planted, the price fluctuates, there may be a local more cheaper in the transportation, and the distribution and transportation of goods will cause loss. Therefore, most of the goods are also concentrated in two batches and three cars, and the idea of ??changing production ends from consumer ends is still far away.
Finally, the ultimate goal of the community group purchase is to become the mainstream purchase channel of the mainstream user, but the industry faces an embarrassment is that doing more logistics warehouses, do not meet the needs.
At present, many community group purchase companies have not let the industry becomes better, according to relevant reports, the US group has no significant growth since the third quarter of 2021. It is also reported that due to the supervision requirements, the US group is preferred, and there are many buyers to start profit rather than the scale.
Today’s community group purchase, no cognition of all-class categories, the user-end viscosity does not reach the expected value, can only depend on the platform compression cost, improve the quality, slowly attract users with a speed below the platform expectation. When the market growth gradually slows, complicated retail business imagination has been greatly compressed, and the company may be unknown after the long return cycle or even long-term investment. Under national supervision, the model of the Internet burning subsidy is difficult to continue, and the community group purchase has returned to retail, and now it is also the Internet giants, and it is also difficult to retreat.
Where is this lasting battle, most people on the battlefield disappeared.
Supermarket chain collective is in trouble
Since the epidemic disrupts people’s normal life, consumers are more biased to online consumption, and the community group purchase quickly diversified some passengers that belong to the supermarket. At the same time 2021 high price, consumer daily life pressure increases, more turning to cheap channels, and strikes underline. Community e-commerce benefits from capital influx, the price is cheap, and it is more convenient, close to consumers. Therefore, the supermarket chain company has universal performance.
The leader Yonghui Supermarket three-quarter loss is about 1.1 billion yuan, but the income is turned. It refers to the comprehensive impact of external environments such as the epidemic and community group purchases and the company’s first half of the initiative, the company has declined in the first three quarters of income and gross profit margin. Step is high in the same level. The third quarter of the family continues to decline in the third quarter, and it is only slightly profitable.
Many people have become pessimistic about the supermarket industry, will the fresh chain supermarket become next department store?
For this problem, the author believes that it is not a simple class. China’s fresh industry industry chain is porpocaround, because of this, the Internet giants have failed to overcome, which is not a technical problem, but a cost issue and return on investment. Due to the characteristics of the fresh industry, short shelf life, short consumption, installment of consumption, this is a bitter, tired. The Internet industry has been difficult to do in the fresh industry, and they also need new organizational evolution and find balance in investment and output.
For regional intensive fresh chain companies such as similar home, with the supply chain system, increase the intensive layout of the community store, there is a chance to transform into community supermarkets, which is close enough from customers, sufficiently convenient, and avoid lack line The upper flow of the short board. Moreover, the community store is more able to do a localization service. The community is fresh is a typical regional economy. The winners in the Internet industry does not apply to community group purchases. Just, in the current multi-party, under the vicious competition environment, add the upgrade of its own operations, refined management, etc., the model of the community supermarket has a long way to go.
The current line of fresh supermarkets is facing the macro background of consumption, which affects the mentality of retail entrepreneurs in offline. Wang Tao, general manager of Tianhong Supermarket mentioned in an interview: At this time, everyone did not so pessimistic. After the entrepreneur fantasy, the industry can return to the past, but the data in the third quarter of 202 years runs down, everyone I feel more disappointed; what kind of art is to face the future, and there is no answer to anyone.
The market capitalization of listed companies such as Yonghui and Da Runfa also affected the development of regional retail companies.
For investment, the entire fresh collar has become a red sea, under the melee, the industry profit becomes more and more thin. In a visible persistence battle, no matter which mode, return to retail essence, pay attention to product quality, supply chain construction, refine management, and more close to users will stand out.