Production | Tiger Sniff Business Group

Author | Fang Yu, the main author of Tiger Sniff Network

Title Map | Visual China

Editor’s note: 2019 is about to pass. In this year, discussions about consumer upgrades and sinking markets are getting hotter. Driving domestic demand is not only highly anticipated at the macro level, becoming an annual issue, but also related to the direction of individual destiny under the grand narrative. In view of this, Tiger Sniff intends to launch a series of articles at the end of the year and at the beginning of the year to review and summarize the hotspots and trends of the big consumer circuit in 2019. This article is the first one, so stay tuned for subsequent articles.

♪

It’s just human beings to be dead and sad. When the news that the funding chain may be broken comes from the daikon, many people may be thinking, who will be the next daikon?

So, this news yesterday may make many people breathe a sigh of relief. On December 9, Hefei’s fresh and fresh retail enterprise announced that it would resume operations on the same day. Users can place orders through the APP and resume picking up in stores on the 10th. According to the official WeChat signal, there are two core messages. One is that there are as many as one hundred stores to resume business. The second is to focus on Hefei. A radish who left the shop confirmed to Tiger Sniff that the stores were in Hefei. Obviously, the restarted daikon has obviously made targeted adjustments.

However, the market is worried about the overall fresh circuitThe history is unstoppable. And more “bad news” came, and it seemed to confirm people’s expectations. Not long ago, fresh friends, and wonderful life successively revealed the closure of the store. According to Caixin, it is very difficult for Wuhan, a leading warehouse company, to raise funds. Hundreds of investors were said to have seen no shots in three months.

On the one hand, with the promotion of new retail and the digital transformation of the retail industry, the Fresh Circuit has been the main battlefield for the transformation and upgrading of the retail industry in recent years. It can be said that the most advantageous human, intellectual, and financial resources are concentrated. On the other hand, despite the endless stream of model innovations on this track, the explicit goals of profit and the hidden goals of digital operations do not seem to have achieved a substantial breakthrough. 2019 is about to pass. For the 2020 fresh race Taoist prospects, many investors and practitioners are playing drums, and even pessimistic.

If pessimism means being more cautious about possible risks, that’s a good thing. Although the daikon radish is temporarily renewed, it is necessary to have a serious and serious discussion about the development direction of the fresh food retail track and how to start the fresh food business.

But negative pessimism is unnecessary, and the fresh market is still one of the few racetracks where giants are likely. First of all, there are still people who are investing and entering the market against the bad news. This situation is not the same as the overall collapse of unmanned retail then. The heat of the fresh circuit itself has not faded. It can only be said that the market is undergoing differentiation in 2019. The fresh food industry in 2020 needs more determined, cautious and professional players.

Beijing Sanyuanli Vegetable Market, Tiger Sniff Photography

We take Wuhan where Ji Jixian is located as an example. Many people in the industry know that there is also a start-up enterprise in Wuhan that insists on being a community fresh food store model, “Tian Xian Pei” .In 2018, Tian Xian Pei completed the PreA round of financing, led by Long Pinxi Capital. At that time, Tian Xian equipped with 20 Many directly operated stores. As of November 2019, Tianxian’s stores expanded to about 50 stores. And in October of this year, Shandong ’s regional communitiesFresh vegetable startup Yuncai Garden has completed a new round of financing, and its stores are mainly based on the local market.

What attracts the industry’s attention is that a company named Cai Shui, a company with an Ali background, was disclosed to the fresh race track by the media. Public information shows that the dish cost-effective operator is Hangzhou dish cost-effective Network Technology Co., Ltd., established in 2018, with a registered capital of 10 million yuan, and its legal representative Zhuo Weizhu. According to the data of Tian’s Eye Examination, the dish was worth the investment of Panda Capital in May this year, and the specific amount was not disclosed. Its 70% majority shareholder is considered to be of Ali origin. As of press time, regarding the issue of whether the dish is worthwhile and related to Ali, the relevant business segments of the Ali Group are not willing to comment on Tiger.

Almost at the same time, Suning’s vegetable market is also advancing in a high profile. As of the end of November 2019, the fresh community e-commerce “Suning Vegetable Market” was launched on the Beijing market for the full moon. The number of local stores has exceeded 120, covering 14 municipal districts in the suburbs of Beijing.

Under this complicated pattern, if we look at the case of radish again and again, we may have a different experience. Fresh circuit needs innovation. Looking back at the development of fresh retail in the past two years, it is undeniable that innovation has stimulated the vitality of the entire industry, and new models such as front warehouses and self-lifting cabinets are constantly emerging. But the fresh produce industry needs to trace its roots. So now, under the circumstances of the giant soldiers, how should early entrepreneurs who break through innovation to deal with it? Based on the experience I have exchanged with various parties in the industry in the recent period, I try to analyze one or two.

The general conclusion is that the fresh circuit will continue to evolve forward. In the core competitiveness of the fresh food supply chain, cross-border giants may not have an advantage over local entrepreneurs. However, entrepreneurs in fresh retail need to return to the nature of business with a more prudent attitude and learn to listen and earn money in order to survive the trough and turn the tide.

The Argument of Self-Lift and Forward Position

Before analyzing the case of daikon, let’s take a look at the news. On December 6, the day when the daikon radish resumed operation, the Shanghai Fresh Processing Center of Suning Vegetable Farm officially opened a warehouse. At the ceremony site, Xu Hailan, executive vice president of Suning Tesco East China Second District, announced that Suning ’s food market will expand to Shanghai ’s entire community-based stores, including Diya Tiantian, in the first quarter of 2020. Large commodity categories will also be increased to 1,000 SKUs.

Suning entered the high-profile Shanghai market with high-profile competition, and has no ambitions. This is not the point, the point is that the model of Suning’s vegetable market is also “order today, take tomorrow”The store self-pickup mode. Generally, the order is placed through the Suning Store APP before 21 o’clock on the day, and the withdrawal is picked up at the Suning Store the next day.

Obviously, the bad news of radish has not hindered Suning’s vegetable market’s confidence in the self-lifting model. So, is Suning’s “self-lifting” the same as that of radish?

In-warehouse operation of Suning vegetable farm, tiger sniffing photography

Dai Dao Dao was once a big financing company. As of June 2019, Da Dao Dao announced that it has completed a series of US $ 100 million Series A financing invested by High Capital, Morningside Capital and XVC. Even with the endorsement of such a high-profile capital as Gao Yong, it still couldn’t stop Dao Luo from falling hard. In the review of the problem, in addition to the “expansion too fast” mentioned by the founder Li Yang, there are also many discussions and questions about the model of daikon.

Let ’s look at the radish model. The core is the superposition of two parts. The first part is “from the store to pick up”, and the second part is the partner joining model. The biggest difference between the Suning model and the daikon radish in the store to mention this part is that the Suning shop is equivalent to the “convenience store + fresh” model. The daikon store is more like a fresh service point. Freshness is all it touches with consumers.

In fact, in terms of the self-lifting model, there is also a model, which is a self-lifting cabinet model from the East China Startup Food Company. At present, the food freshness model is mainly concentrated in communities in Suzhou, Shanghai and other places. There are about 3,000 pick-up points and more than 700,000 monthly active users. According to the founder Zhang Hongliang’s description, the model of fresh-feeding self-lifting cabinets has developed relatively steadily. Although there is not much exposure, it has its own rhythm. Not long ago, Food Bank Fresh Foods completed a C + 250 million round of financing invested by Yiguo Group and Suzhou Gaoxin Venture Capital.

Well, in the “self-lifting” mode, we have already seen three different modes: 1 self-lifting cabinet, 2 stores, 3 convenience stores + . First of all, we can be clear that the mode corresponding to the self-lifting mode is the front warehouse mode, one is for users to go out, and the other is for delivery