This article is from WeChat public account: investment community (ID: pedaily2012) , author: Zhai Hua Rong, from the title figure: vision China
The fresh-keeping industry shuffles and reorganizes, only 1% can make a profit. The small and medium-sized fresh players are “dying and struggling”. The giants are fighting hard, burning money is not enough, who can live?
A new company has fallen.
On October 29th, the Internet fresh brand “mini fresh” issued a statement saying that it was suspended due to poor management and long-term losses. At present, the refund of orders and membership fees in the platform is still about 8 million yuan. According to the current financial status and reasonable expectations of the mini fresh, this refund plan will be issued. From November 15th, 2019, the total is divided into 24 periods. Make a repayment until you pay off every penny for everyone.
The fall of “mini fresh” is not an example. Since the birth of fresh e-commerce in 2012, the industry has shuffled and reorganized, polarization, loss, low repurchase, lack of money, resulting in small and medium-sized fresh players are “dying”, fresh and big Rushing constantly.
According to the data of China E-Commerce Research Center, there are about 4,000 entries in the domestic fresh-selling e-commerce sector, of which only 4% are flat, 88% are losing money, and only 1% is profitable. In the past two years, more than 10 fresh electricity companies have fallen.
First, the mini fresh bankruptcy, arrears of 8 million, suspected of fraud?
The mini-abandonment of more than 800 million yuan was declared bankrupt.
Image from Mini Fresh Official WeChat
Public information shows that the “mini fresh” operation entity is the summer light (Fujian) Cultural and Creative Co., Ltd., located in Zhangzhou Wanda Office Building A On the 26th floor, people have gone to the building. According to Tianyue, the legal representative is Yang Tengyuan and the actual controlling shareholder of the company is Zheng Rongming. In addition, the business registration information shows that Yang Tengyuan’s mobile phone number has become an “empty number”.
The mini-fresh said in the WeChat public statement that the company was bankrupt because of “poor management, long-term losses, resulting in suspension of operations”, but some microblogging “victims” broke the news of fraudulent activities.
We have some mini-fresh members on Weibo who have been cheated for hundreds of yuan to 10,000 yuan. “First use the WeChat small program to start absorbing members. At the beginning, you only need 365 yuan a year for membership fees. Get the same fruit benefits in the month to attract everyone to recharge, and then use the purchase amount (sell to others) gimmick rewards, such as One can send a BMW, can go to Thailand luxury tour, free to eat bird’s nest, mangosteen and other various offers to attract more people to buy, convert the original consumer members into sales members, forcing everyone to buy crazy, crazy recharge So far, many people have been deceived.”
Image from Weibo screenshot
In response to these allegations, the mini-fresh official said, “Request some members to stop “human flesh search” for any member of the mini-fresh, so that we can have some space to think about how to make money next, how to be faster. The refund plan will be completed. I believe that most members want the return of funds instead of suicide or running.”
Fresh track closure tide
Why does VC look at the fresh track? An investor in the head office once said that the high-frequency fresh-keeping property needs to allow the company and the consumer to interact and interact for many times in a week. Once the enterprise monopolizes the traffic entrance at the front end, other categories of goods can also be compliant. It naturally conducts diversion to achieve commercial realization, which is the most direct contact for the company in customer competition.
Mo Yiqing, director of the online retail department of the Internet Economics Research Center, and senior analyst Mo Yanqing also said: “At present, there is a widespread phenomenon of burning money for the market for fresh e-commerce, and financing is a good investment for fresh e-commerce.” The stimulant’, seeing the market picking up, is being pursued by capital, and the fresh retail enters the new track and adds more competition.”
Internet observers pointed out that currently in the field of fresh retail, the various business models are different, but the industry has not yet formed an oligarchic situation. Every incoming person has the opportunity to become the leader in the track. By. However, with the infiltration of more giants, the competition in the entire industry will inevitably intensify, adding some uncertainty to the future market, and many small and medium-sized fresh enterprises will fall.
In fact, the fresh track has already begun to reorganize and shuffle. According to incomplete statistics, more than 10 fresh e-commerce companies have been bankrupted from 2016-2018, and the trend of fresh bloodshed in 2019 is notLess, the outbreaker is intensified.
The days of the giants are not good. At the end of May this year, Box Ma Xiansheng, who opened more than 1,500 stores nationwide, announced that Kunshan Store was closed. Regarding the news of the store closing, the box horse related person responded that “if we do not see the future growth of this store, we will choose to turn it off, which is a very normal decision.”
Yonghui Yunchuang launched the “Super Species” and the fresh convenience store “Yonghui Life”. By the end of 2018, there were 73 super-species and 400 in Yonghui. Due to its continuous investment period, Yonghui Yunchuang has not achieved profitability so far. The loss in the first three quarters of last year was 617 million yuan, far greater than the losses of 116 million yuan and 267 million yuan in 2016 and 2017. In order to better understand the financial figures, Yonghui Supermarket sold the 20% equity of its super-species operation main body, “Yonghui Yunchuang” in December 2018, and eliminated the consolidated statement of Yonghui listed company. Super species Shanghai’s first store, Wujiaochang Wanda Store, also closed its store recently.
Obviously, the competition between the fresh platforms will still be very fierce. The competition for the money-burning competition will continue. Capital is the most powerful support, but the profit model is the way to survive.
This article is from WeChat public account: Investment (ID: pedaily2012), Author: Di Hua Rong