After 16 years, the fresh food e-commerce "battle" is about to reach its peak (Note: The article is long, students who want to see the conclusion directly can turn to the summary chapter).
In 2020, Yiguo Fresh, the first fresh food e-commerce company in 2005, has entered voluntary bankruptcy and reorganization on July 30 after "burning" nearly 6 billion funds. It has been brilliant on the Internet, but quietly disappeared. .
It is too late for the nostalgic people. In June, Didi launched Orange Heart Select, in July Meituan launched Meituan Select, in August Pinduoduo country email list launched Duoduo Shopping, and in September Meituan Select proposed the “Thousand Cities Plan”.
On 11.30, it was reported that Liu Qiangdong personally "come back" to lead the team. After JD.com merged its three community group buying sectors and launched “JD.com Preferred”, JD.com consolidated and upgraded the JD.com Marketing Department, Jingxi Business Department, and Dashang Super Omni-Channel Business Group into Jingxi Business Group.
On the other hand, players who have been rooted in this track for many years, such as Shihui Group, Tongcheng Life, and Prosperity Choice, have successively announced the completion of a new round of financing, and there are many giants such as Ali and Tencent behind them.
On December 7 last year, Chen Ying, CEO of Shihui Group, published "Why is the energy of community group buying beyond our imagination? "Internal Letter. He wrote that community group buying is targeting the entire e-commerce market, that is, the full-category e-commerce market from urban to rural areas. Community group buying recreates and reforms every link of the traditional e-commerce supply chain, which is a 35 trillion yuan market.
Community group buying can directly supply consumer goods of the same quality and price in first- and second-tier cities to rural areas, and it is a cost-effective next-day delivery or intra-city short-distance e-commerce. When this model can cover all categories and prices are lower, consumers will No longer choose the 3-5 day delivery experience of traditional e-commerce.
This is a war that subverts the e-commerce industry. It is not difficult to understand why Internet giants have entered the game in the form of "All in".
What kind of magic does this "vegetable basket" business have, and even attracts the entire Internet giant and even Sinopec to enter the market to sell vegetables across the border?
This article will take you from the perspective of Meituan to explore why this company has successively launched Meituan to buy food, and Meituan is the best choice. At the same time, we have an in-depth understanding of the operation logic of the fresh food e-commerce industry. It will be analyzed from the following aspects:
1. Industry analysis
In 2019, the transaction scale of the fresh food e-commerce B2C market was 544.94 billion yuan, and the compound growth rate of the fresh food B2C market in the next three years will reach 36.3%. Market penetration will continue to increase.
In 2019, sales through mainstream e-commerce platforms accounted for 74.8%, a growth rate of 28.2% compared with last year, and sales through instant fresh food to home-commerce platforms accounted for 25.2%, a growth rate of 122.7% compared with last year.