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Fresh brand potential energy shortage is fresh electricity supplier a dismal root cause

Posted by: | Posted on: February 26, 2017

Small handsome

billion U.

Abstract: discount to attract price sensitive customers, since the loss of the brand image, the lack of brand loyalty, can not retain the user, the user to do less to pull the new activities, to the death cycle……

This paper is involved in the

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more than 4 thousand fresh electricity supplier in the country, 95% of the platform is facing a loss or a huge loss to achieve profitability of only $1%.

inside and outside the industry agreed that the current situation of fresh electricity supplier bleak: homogeneous competition, price war, warehousing, cold chain logistics costs.

in my opinion, the lack of fresh platform to retain the user’s brand, will continue to fall into a continuous loss of circulation.

Internet economy, is the user’s consumption of time traffic business, the longer the user stays on the platform, the greater the flow of the realization of the space.

 

fresh mainstream players Baidu index, all volatile, not a steady rise of

at this stage, fresh electricity providers play and there is only one: by discount activities, strong pull user needs. Fight groups, coupons, holiday promotions. The first half… Pulled GMV curve with a single product technology, explosion drainage, and then flow into the profits into products ultimately achieve overall profitability. The first half of the electricity supplier perfect play, the achievements of Ali, Jingdong and two on the platform after the actual size of the seller, however, used in dry cargo, fresh electricity supplier, has become a dog meat, not lift a little spray, why

?

users will have to buy a new shirt, buy new trousers, new belts, new leather shoes with discount shirt impulse, attracted traffic, these products into profit, the user is not jumping scene, belong to the same scene, can lead to natural transformation, even if the seller is not complementary products, also can make the volume discount on for tofu, a higher ranking, then earn money users, and then mixed at the defective products, sold to white users, to achieve high profits.

users buy oranges, how to translate to other products? The user is discount into orange scene, enter your platform, you take what all dance drama, after all, very few people also eat two kinds of fruits, the user can not achieve natural transformation. With the defective products? You don’t want to live, go with, I’m serious suggestion: forget you.

users to buy fresh point is a single product consumption, in order to maximize profits, only in a single product added value, will be a single product brand, brand premium. This trend is the consensus of the industry: the upper reaches of the industrial chain, to do the product profit.

, general manager of Tmall fresh meow fresh green for He Chunlei in Weifang, 2016 of the world food and agricultural products e-commerce.





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