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When Cherries went from the boutique supermarket to the field, it became the spearhead of the platforms reaching down to the market.

Editor’s note: This article comes from WeChat public account “E-commerce online” (ID: dianshangmj).

Wen / Yang Niwa

Edit / Swen asked

Wen Xiaoting is doing a fruit group buying business in Hangzhou. During the period before the Spring Festival each year, imported cherry is the best fruit category she sells.

Last Spring Festival, 200,000 tons of cherries produced in Chile, 150,000 tons were sent to China, and the export volume reached more than 80%. This year, Chilean cherries have increased production by 20%. According to industry sources, “e-commerce online” revealed that Chilean cherries shipped to the country this year had 200,000 tons and 11,000 containers.

However, the increase in production of cherry has not caused the price to drop. In addition, earlier this year’s Spring Festival, the competition for cherry has become increasingly fierce. “E-Commerce Online” visited a number of fruit stores and interviewed a number of people in the industry. They said that prices this year were the same as last year, and rose slightly.

The cherries on the e-commerce platform are another scene. The cost-effective, Suning, Jingdong, Pinduoduo, several major platforms have shown “tens of billions of subsidies”, it is necessary for consumers to achieve the “car” Liberty. ”

With the popularity of cherries in third- and fourth-tier cities, cherries have also moved from boutique supermarkets to the field. This expensive fruit has become a symbol. Consumers in the Spring Festival will let consumers realize “cars.” “Lizi freedom” also means that the platform side’s sinking success.

It ’s still Chilean brands who are thousands of miles away. They control the real supply of cherries and move the market prices up and down, which also determines that domestic channel dealers are destined to be extremely short. During the bonus period, come up with eighteen martial arts to compete for the market.

Which one is really the “free” when the major platforms meet your “chef freedom”?

Dealers’ battle

Today (January 19), the Cherries cargo ship from Chile will be docked. For dealers, this is the last wave of Cherries that can be seized before the Spring Festival.

“Following the arrival of ships to the port, and then to the mainland market may be after the Spring Festival, the mostA recent price increase is inevitable. Hezhang, an expert in Hema fruit procurement, said frankly to E-commerce Online.

Every November, imported cherries start to be listed in China in large quantities. Chile and Australia are China ’s main importers of imported cherries, especially the former. More than 80% of the output is exported to China. Chile has already opened up in China. A standardized supply chain.

Starting in November , Commercial ships set off from Chile to China one after another, each time the volume of the ship is uncertain, but the sailing time takes more than 20 days. As expected, the purchase of Asong revealed to E-commerce Online that two or three ships docked almost every week this year, compared with only one ship per week in 2017.

This is inseparable from the enthusiasm of Chinese consumers. According to insiders of Century Lianhua, “e-commerce online”, from December last year to mid-January this year, sales of cherries reached more than 100 tons, with sales of nearly 100 tons. Ten million yuan.

The Chilean cherries from a long distance can explode in China, which is actually a good opportunity.

At the time of the winter season in the northern hemisphere, the eyes of the Chinese market have been locked in the southern hemisphere, and in line with the New Year’s Eve, ordinary people always have to buy expensive fruits to give themselves away, and give gifts with face.

“From the perspective of sales of all imported fruits, the annual sales of blueberries and kiwis do not add up to the sales of cherry this winter,” Jianzhang said.

The cherries, which sell for only 7 yuan per catty in Chile, have nearly doubled in value in China.

Cherry seeds seem to be a good business full of money, but they face a lot of “contradictions” in procurement, transportation, and price grading. These problems ultimately point to the terminal retail of Cherries. price.

I live in Daqing, Heilongjiang Yu Lu couldn’t help sighing that he had eaten the same quality cherries in Beijing, and 1kg was more than 30 yuan cheaper than his hometown.

In Wen Xiaoting’s opinion, the bigger the market, the more it can protect the supply of goods and stabilize the price.

“The goods coming down from the ship must be distributed inland from Guangzhou. The dealers at the head have already divided the goods, and some small markets are naturally difficult to grab.”

According to industry insiders, Hema, Carrefour, Sam member stores and other large supermarkets are directly connected with foreign brands, or with head Domestic traders are docked so that every time the cherries arrive in Hong Kong, they will be supplied in priority.

“In the country, there are no more than 10 imported fruit traders in the head.” Jian Zhang said.

In addition to community group purchases, Wen Xiaoting also does wholesale business in fruit shops. In her circle of friends, “speed snapping” and “good goods snapping” have become high-frequency words. This is not only a reminder to consumers to buy quickly at a low price, but also a reminder to fruit store owners that the supply is tight and they must start quickly.

In fact, no matter how many layers the cherry has to change hands in the country, the source of the goods is the most fundamental. The people who really control the source of the goods are the Chilean dealers.

“They can decide on which day the ship will dock, how much cargo will be unloaded, and how much the supply and demand relationship is the fundamental factor in determining the market price.” Jian Zhang said.

Global e-commerce platform “grabbing”

In the matter of shopping for vegetables and fruits, the e-commerce platform that has been working hard will naturally not let go of the sharp goods of cherry.

So, the situation has changed a little this year. E-commerce platforms have begun to join forces with some fresh brands to surround imported cherries, extend the supply chain forward, and change “passive supply” to “active direct mining.”

Tmall chose to join the 100 Orchard this year. Tmall’s fruit industry Xiao Erkou introduced the “E-commerce Online”. There are cooperative orchards in Chile, so the quality is better and the price is more cost-effective. The national food flagship store was opened in Tmall and also has direct purchase cooperation in Chile.

“The advantage of direct mining is that the source of supply is more secure and the risk of shortage is small,” said Coco.

Similar operations include the cooperation between Suning and Carrefour. In September this year, Suning Tesco just completed the takeover of Carrefour’s China business. Not long ago, the two sides took advantage of the advantages of flow entrance, basic supporting facilities and warehousing and logistics to jointly encircle the sales season of imported cherries.

On December 6th, the two parties jointly chartered 100 tons of Cherries airlifted from Chile to China and sold them online at Suning Supermarket, Carrefour Online Mall and other platforms. This is also the first time that Suning and Carrefour have attempted to jointly charter to directly harvest fresh produce from abroad.

At the same time, according to the person in charge of Pinduoduo for many years, Pinduoduo has reached a cooperation with the Chilean Fruit Exporters Association. Model to promote sales of Chilean cherry.

The advantage of attacking is that you have priority in controlling the right to speak.

Cherry seeds are very close at the time of sale.The key factor is that it is bigger than the “head”. “J” (26-28mm) is commonly used in the market as a unit of size. From 1J to 4J, the larger the number, the higher the quality of the cherry-sweet, good condition, and solid taste.

Such a detailed product The grading has created more premium space for future layer-by-layer distribution, and has also increased the worry of many channel distributors in terms of distribution.

Wen Xiaoting calculated the book. Taking the JJ-class cherries as an example, the general price this year is 40-50 yuan per 500g; but the higher-level JJJ is priced directly at 20 yuan higher.

“What customers like most to buy is concentrated in the JJ stall. The price of a box of 5 kg is around 260 yuan, which is very cost-effective. But if you can grab 3J or 4J goods, you can definitely earn more. “Wen Xiaoting said.

In addition to head, brand is also an important factor in sales price. Brand means quality and higher price.

“Cherry Liberty” under tens of billions of subsidies

According to Asong, some brands have a short shelf life, cracks or less smooth cherries, which are more suitable for cost performance.

Different from the Cherries market in previous years, this year’s pay more attention to “cost-effectiveness”. This is related to the sinking battle of e-commerce platforms.

“More than half of our cherry purchases are sinking in the market.” Ju cost-effective insiders said frankly to “e-commerce online.”

This year’s Spring Festival, “tens of billions of subsidies” has become the key word of the e-commerce platform. Every year, the chanting of “cherry freedom” has naturally become the tip of the subsidy red envelope pointing to the sinking market.

The sinking market has become the key word in these two years. The logic behind the “ten billion subsidies” is to subsidize sharp goods with prices and reach sinking users. For “town young people”, it was still high last year. The slogan “Cherry Liberty” was realized this year through red envelope subsidies, which became a win-win business.

2020On the first day of the year, the cost-effective Chilean cherries hit the lowest price in history. The 3J-grade big fruit 10-pound pack sells for only 258 yuan, and a pound is only 25.8 yuan.

The same-quality cherries are priced at about 650 yuan on the market, and the cost-effective subsidy is equivalent to a 40% discount.

Jingxi ’s social e-commerce company Jingxi also uses Cherries as its main product this year. The original price of a two-pound J-Class Cherries purchased on Jingxi was 118 yuan. The group subsidy price is only 52.8 yuan, which is equivalent to a 50% discount on the basis of direct supply prices on weekdays.

Data from Pinduoduo shows that the sales of Chilean cherry on the platform increased by 230% year-on-year, of which consumers in first- and second-tier cities accounted for the majority, but sales growth in third- and lower-tier cities and regions was higher than Second-tier cities.

Behind this is the release of the consumer power of the sinking market. When the e-commerce platform is working together around the sinking market, local consumers have gradually cultivated new consumption habits after contacting imported products. At the same time, Tracy and Lucy in Beishangguang’s office buildings returned to New York and Cuihua in the New Year. They also brought back the city’s consumption habits, and also increased the local consumption level to a certain extent.

Cherries inside and outside have naturally become an important commodity that platforms should not let go during the New Year’s Day.

“E-commerce prices do have some impact on our offline sales.” Wen Xiaoting said.

An insider of Century Lianhua said in an interview with “E-commerce Online” that this year’s marine trucks are more expensive than previous years, and prices have fallen in a short period of time. Influenced by pre-sale demand such as online sales, the price of cherries is higher than the same period of last year, especially the recent increase in cherries.

To a certain extent, the subsidy war on e-commerce platforms has, to a certain extent, promoted the advent of a transparent price era for imported cherries. In the past, the complex distribution links of traditional distribution channels pushed up retail prices on the one hand and “mixed sales” on the other.

“Some dealers will make articles on J.” Jian Zhang admitted.

The sincerity of subsidies for e-commerce platforms is unquestionable, but J’s secret has also become a “cost-effective” technique on the platform side.

Opening the e-commerce platform, you can see that the price of cherries is very wide, ranging from as low as a hundred yuan and as high as thousands of yuan, while the J-Class and the brand are much different.