In the past two years, the days of Youxian Daily have been really sad.
financial report shows that in 2021, the total revenue of Daily Youxian was 6.965 billion yuan, and increased by 13.3% year-on-year, and the total cost and operating expenses were 10.812 billion yuan, a year-on-year increase of 39.08%.
Operating profit has been in a state of negative growth, and the company's manpower and financial resources are also constantly consuming internally. The number of full-time employees has dropped sharply from nearly 2,000 in 2021 to 55 today.
The consumption of human resources is actually just the tip of the iceberg of the difficult situation of Youxian. Although the performance of daily Youxian is in a negative state, its investment cost has increased instead of decreasing, and even increased to 39%. This also makes MissFresh a "debtor" in the market.
. According to information, MissFresh also owes suppliers and employees money and Tencent advertising and service fees.
The front "forward warehouse" is "burning money" in large-cost investment, and the company operates later to borrow money to provide blood.
This is undoubtedly a vicious cycle of bottomless pits!
You can feel that MissFresh has actually entered a state of walking on thin ice. The result is undoubtedly a deviation in MissFresh’s market strategy.
Look at the current market environment, capital withdrawal, corporate layoffs, and business divestitures are constantly happening.
Daily Youxian is still "struggling to complete the position pilot program and constantly "burning money" when there is not enough funds. Perhaps I want to gain vitality on the straw of the "Ace" forward warehouse and win the profit of .
But the data is the most intuitive and realistic presentation of the effect. It is obvious that the current path of Youxian Youxian is not a wise move. If you want to reach the profit line, there is still a long way to go.
As a once popular fresh food O2O e-commerce platform, why did MissRiver Youxian end up like this?
Then you need to start from the O2O mode and have an in-depth understanding.
O2O model refers to combining offline business with online Internet technology, using the Internet as a medium for offline transactions, and realizing business in offline transactions.
The traditional fresh food e-commerce before adopted the B20 model. Although the length of the supply chain has been shortened, the distance between "goods" and "people" is still far away, resulting in high logistics costs, incomplete product types, and infrequent problems.
encountered a problem and solved the problem. Therefore, fresh O2O, which has the advantages of "people" and "goods" within three kilometers and gradually enriching categories, came into being in 2014 and was deeply favored by consumers.
Subsequently, fresh O2O e-commerce has developed steadily for many years, but fresh O2O e-commerce is still in the exploration stage. The road to the exploration stage of
is full of unknown uncertainties.
Fresh O2O e-commerce At the beginning, many Internet giants also saw the business opportunities inside and poured in. Tencent, Alibaba , JD , Meituan , etc. are all in the fresh O2O field.
has data showing that since the outbreak of the new crown epidemic in 2020, the number of active users of fresh food O2O platform has increased rapidly, among which the number of active users of multi-point still ranks first, and active users of Hema Fresh , Daily Youxian, JD.com and RT-Mart Youxian.
Although fresh O2O e-commerce is showing an expansion trend, the fresh O2O industry is losing money, which is undeniable.
Is it because the fresh O2O industry no longer adapts to the development of the times and has begun to end the era?
The answer is actually no.
First of all, fresh food products are products that are urgently needed in people's lives, and people have a strong sense of dependence on them, which actually provides a huge consumer group and a broad consumer market. Secondly, now is the era of " Internet + ", and almost everything will be integrated with technological elements.The O2O model is the technological product. Fresh O2O integrates online malls, online ordering, purchase and purchase, intelligent delivery, and order settlement, and provides quick and convenient services to consumers. Finally, due to the impact of the new crown epidemic, more and more consumers have actively chosen to place orders online in order to reduce their travel, which has directly increased the order volume and customer unit price of fresh food O2O companies and promoted the development of the online market of fresh food O2O.
According to the "Dianshubao" e-commerce database of the Internet Economic and Economics, the scale of fresh food e-commerce transactions in 2022 is expected to reach 560.14 billion yuan, a year-on-year increase of 20.25%.
Whether it is its own hardware conditions such as urgently needed products, "Internet +", or market environments such as forced and development and growth of the epidemic. It is undoubtedly proven that the O2O model is a product of adapting to the fresh food market, but he is now trapped by his own shortcomings during the exploration period.
What are the problems of fresh O2O itself?
First, the cost investment is high. Taking MissFresh as an example, despite its own debt dilemma, it also has to borrow money to invest in forward warehouses, which proves that operating a fresh food O2O platform requires a higher cost, and at the same time, it requires burning money in warehousing cold chains, fresh food sources, etc., which results in the lower gross profit margin of this industry.
Second, the price is not low. Moreover, consumers are more sensitive to fresh food prices. The current prices of fresh food in the market are not very low, and more people will choose to go far to purchase.
Third, the quality is difficult to guarantee. The fresh food industry needs to select high-quality sources of goods on the supply side, and many suppliers will pick them immaturely or process fresh foods chemically, which greatly reduces the safety of the source of goods. Even if a high-quality source of goods is provided, it must be stored and shipped, making it difficult to avoid damage to the source of goods.
Therefore, it is recommended that fresh O2O companies can adopt a model of reducing costs and increasing efficiency. On the one hand, they can effectively reduce expenses, and do not blindly expand the market, so as to ensure that they have the influx of cash flow ; on the other hand, the company itself must strengthen the management of distribution personnel, quality control services, and information technology management, improve services and quality, and establish a high-quality brand image. The
O2O model is actually fine, the company itself has problems.
Getting wealth is good. Don’t just focus on “surface kung fu”, the brand’s “inner quality” is the ultimate move.
Jack Welch once said: Quality is the best guarantee for maintaining customer loyalty.
In the case of a major reshuffle of the epidemic, if fresh O2O companies want to win a place in the changing market, grasp the business truth, and maintain quality and service, they can win the hearts of consumers.
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