Fresh food is an indispensable part of the "eating". At the same time, it is also a huge gold mine for enterprises. Data from the Forward-looking Industry Research Institute shows that China's fresh food market exceeded 5 trillion yuan as early as 2020. However, since this year,

Fresh food is an indispensable part of the "eating". At the same time, it is also a huge gold mine for enterprises. Data from the Forward-looking Industry Research Institute shows that China's fresh food market exceeded 5 trillion yuan as early as 2020.

However, since this year, the cold has continued to be transmitted to the entire industry. Many fresh food e-commerce platforms have not had a peaceful life.

Daily Youxian suffered huge losses, burst , dying; Hema set the goal of "tightening the belt and increasing the profit from single-store to full profit" at the beginning of the year; although Dingdong Maicai achieved phased profit for the first time, its sustainability remains to be verified, its market value is also shrinking, and a large number of platforms have quietly left.

In the long run, fresh food e-commerce will inevitably be a long-term marathon. Looking at the moment, a knockout match about survival has sounded the horn.

Forward-looking Industry Research Institute data shows that offline vegetable market retail accounts for 56% of the overall fresh food retail in 2020. A large number of small vendors are scattered in vegetable markets of different sizes and different places, forming half of the fresh food industry.

In 2016, the China Agricultural Fresh Food E-commerce Development Forum released a set of data saying that among the more than 4,000 fresh food e-commerce companies across the country, only 1% achieved profitability, 4% remained unchanged, 88% suffered a slight loss, and the remaining 7% were in a state of huge losses.

After experiencing fierce competition in the sand, the Matthew effect in the industry has intensified, and the market share continues to flock to several top players. However, until now, fresh food e-commerce on the market has not solved the profit problem well.

The well-known fresh food e-commerce platform " Dailuobo ", officially announced its suspension of operations in 2021 after several ups and downs.

Tianyan Check information shows that Dailuobu's operating main body Caicai Company was established in October 2015 with a registered capital of 5 million yuan. The founder Li Yang is the legal representative of , the major shareholder and the suspected actual controller. Since its establishment, Caicai Company has only received two cumulative rounds of financing in 2018 and 2019, with a total amount of approximately RMB 700 million. Investors include XVC, Hillhouse Capital and Wuyuan Capital.

It is reported that Dailuobu adopts the method of store partnership to expand its locations, with its business model being "online reservation and offline self-pickup", providing users with community fresh food retail services. Before 2018, Dailuobu's store was only established in Hefei, Anhui, and its presence in the fresh food e-commerce track was not strong.

After gaining favor from investors and receiving angel round financing, Dailuobu started cross-provincial and cross-city operations, and opened its first cross-city store in Nanjing in November 2018. According to the information previously disclosed by Dailuobu, as of September 2019, Dailuobu has entered 19 cities in Anhui, Jiangsu, Hebei and Hubei Province; the average customer price is between 25-30 yuan, and the order volume is 10 million orders per month.

But shortly after Dailuobo started his expansion, he was involved in a storm of closing stores. In July 2019, it was reported that Dailuobu closed a large number of stores in Nanjing, Hefei, , Ma'anshan and other places; at that time, Dailuobu responded that there was no regional store closure, but that some stores were upgraded, which was a normal business adjustment. Subsequently, Dailuobu released news that it had completed a Series A financing of 630 million yuan.

However, just the month after the release of a new round of financing news, Dailuobu once again fell into a crisis of "closing the store". At that time, Dai Luobu denied it again and said that more stores would be opened in the future.

Not long after, negative news came to Dailuobo again. Since November 2019, information has been reported in the industry about Dailuobu owing suppliers for payments and laying off employees and wage arrears. This time, Dai Luobu finally admitted that the funding was in a hurry and closed the Hangzhou center. In the following days, Dai Luobu issued several announcements one after another, from admitting that the funds were tight to public apology, and then to announcing self-rescue measures.

By the end of the same year, Dailuobu issued a "restart announcement", stating that it will open 100 stores on December 9, 2019, and set out again from Hefei, the birthplace of the country. Unfortunately, Dai Luobu, who wanted to set out again, only lasted for more than a month. In early 2020, Dai Luobu announced that it had entered the bankruptcy reorganization process.

Now, Dailuobo's suspension announcement directly declares its death. Since the news of the store closure began in July 2019, Dai Luobu has been surviving for two years, but he still cannot solve the business dilemma. According to Li Yang, CEO of Dailuobu, Dailuobu's fatal problem also lies in the radical money-burning and expansion strategy.

The fresh food e-commerce market will usher in a new round of reshuffle in the next one to two years, and supply chain capabilities are the key to enterprises' breakthroughs and victory. With the increase in the number of track players and the expansion of the layout of giants, competition in the fresh food e-commerce industry will continue to upgrade, and it will also promote the accelerated reshuffle of the original industry structure.