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西安每日优鲜如何破解生鲜电商的亏损魔咒?

作者:西安网站建设 日期:2020-06-22 21:26 | 阅读数:

SHENGXIANDIANSHANG,QIQIFUFU,ZICONG2015NIANGAOGEMENGJIN,2016NIANYOUDAXIPAIZHIHOU,ZUIJINYOUZAIDUJUEQIZHISHI:2019NIAN1YUE,MEITUANSHANGXIAN“MEITUANMAICAI”YEWU;ELEMEYUDINGDONGMAICAIHEZUOTUOKUANCHENGSHIFANWEI;HEMAXIANSHENGTUICHU“HEMACAISHI”;SUNINGXIAODIANTUICHU“SUNINGCAICHANG”……

JUSHUJUXIANSHI,CONG2017NIAN7YUEDAO2018NIAN6YUE,SHENGXIANDIANSHANGMAUCHIXUZOUGAO,YONGHUGUIMOBAOCHIWENBUZENGZHANGQIENIANDUZENGFUDA170%。

SHENGXIANDIANSHANGZAIDUFENGMI,YEJINRULEYICHANGZHONGJUZHIZHAN,SHEINENGZUIZHONGSHENGCHUNI?

哪种模式能脱颖而出?

SHENGXIANDIANSHANGKANCHENGSHIZUINANZUODEDIANSHANGPINLEI,MEIYOUZHIYI,CONGYONGHUTIYANLAISHUO,CHANPIN、JIAGEHEFUWUSANYAOSUDOUYAOQIUKEKE。CHANPINYAOQIUXINXIAN,YINWEIMINYISHIWEITIAN,CHANPINDOUSHIRICHANGSUOXU,YONGHUDUIJIAGEGAODUMINGAN,HENDUOSHIHOUYONGHUMAICAIDOUSHIDENGZHEXIACHU,DUIPEISONGSHIXIAOYAOQIUJIGAODENGDENG。

CONGMOSHISHANGLAISHUO,SHENGXIANDIANSHANGKEYIHUAFENWEI:QIANZHICANGMOSHI,YIMEIRIYOUXIANWEIDAIBIAO;O2OMOSHI,YIHEMAXIANSHENG、JINGDONG7 FreshWEIDAIBIAO;KUAIDIMOSHI,YIJINGDONG、TIANMAO、PINDUODUOWEIDAIBIAO。

ZUOWEIYIGEJINGCHANGZAIWANGSHANGMAICAIDEJUJIAZHIREN,WODUIZHEIJIZHONGMOSHIDOUYOUSHENQIETIHUI。YIWOZUICHANGYONGDEMEIRIYOUXIAN、HEMAXIANSHENG、JINGDONGSHENGXIANWEILI,BUFANGLAIZUOYIGEHENGXIANGCEPING。

MEIRIYOUXIANDEQIANZHICANGMOSHI,SHI1XIAOSHISONGDA;QIAHAOWOJIAFUJINYOUYIGEHEMAXIANSHENGDEMENDIAN,ZUIKUAIKEYI30FENZHONGSONGDA;JINGDONGKUAIDISHIBIAOZHUNDEB2CMOSHI,RUGUOMAIZIYINGDESHANGPIN,YIBANSHI211,JIZAOSHANG11DIANZHIQIANDINGGOUDEHUOWUKEDANGTIANSONGDA,WAN11DIANQIANDINGGOUDEHUOWUKECIRIZAOSHANGSONGDA。CONGSHIXIAOXINGSHANGLAISHUO,ZHUYAODEpkSHIZAIMEIRIYOUXIANHEHEMAXIANSHENGZHIJIANZHANKAI,YINWEIWOBUXIHUANDUNCAI,JINGCHANGSHIKUAIYAOZUOFANDESHIHOU,CAIQILAIMAICAI。CONGSHIJITIYANLAIKAN,ZHEILIANGJIADOUNENG30DUOFENZHONGSONGHUOSHANGMEN,TIYANXIANGCHAWUJI。


(MEIRIYOUXIANDEQIANZHICANGMOSHIDAILAISUDUKUAI、PINZHIHUA、CHENGBENDI)

CONGSHANGPINDEPINZHILAIKAN,MEIRIYOUXIANHEHEMAXIANSHENGCHABIEYEBUDA,DOUPINZHIGUOYING。ERMAISHENGXIAN,BAOKUOWOZAINEIDEYONGHUZUIGUANXINDEHAISHIJIAGE,BIJINGSHIMEITIANDOUYAOCHI。

YINCI,SHENGXIANDIANSHANGZHIJIANDEJINGZHENG,SHIZONGHESHILIDEJINGZHENG,ERJIAGEZESHIZUIZHUYAODEBIAOXIANXINGSHI,SHEINENGZUODAOXIANGSIPINZHI、XIANGSIFUWUDEQINGKUANGXIAJIAGEGENGDI,SHEIJIUNENGTUOYINGERCHU。

ANZHAOWODESHIYONGGANSHOU,MEIRIYOUXIANZAIMUQIANDEZHUDUOSHENGXIANDIANSHANGAPPZHONG,ZAIJIAGESHANGYOUJIAODAYOUSHI。LIRUTADEXINTUDOUJIAGESHI1JIN1.99YUAN,WOZUIAICHIDEBOCAIZUOMIAOSHASHIJIAGEHUICONG3.9YUAN(400KE)JIANGDAO1.95YUAN。

CHULESHUCAI,SHUIGUO、ROUPINDENGZAIMEIRIYOUXIANSHANGDEJIAGEYEHENBIANYI。YIXIANZAIZHENGSHANGSHIDEPANGGEZHUANGXIAOXIGUAWEILI,MEIRIYOUXIANSHANGJIAGEJINWEI19.9YIGE,CIWAIYIFENXIANPAIGUKUAI(400KE)YEZHIXU17.9YUAN。

NENGZUODAOZHEIDIAN,HEMEIRIYOUXIANJIANCHIDEDIMAOLILVDINGJIAYOUHENDAGUANXI。JUMEIRIYOUXIANCFOWANGJUNTOULU,GONGSIRENWEILAOBAIXINGMAICAIBENLAIJIUBUYINGGAIGUI,YUSHISHICAIPINLEIJIANCHISHIJIGEDIANDEMAOLILV,ZHEIHEYIXIEPINGTAIDONGZHE35%YISHANGMAOLILVDEDAFADAYOUQUBIE。

WUYONGZHIYI,XIAOFEIZHEKENDINGGENGQINGLAIYOUZHITONGSHIBAOCHIDIJIAZHE。JUSHUJUXIANSHI,ZAI2019NIANDIYIJIDU,MEIRIYOUXIANYUEHUOYONGHUDADAOLE680.8WAN,ZAIYENEIYAOYAOLINGXIAN。CIWAI,QIYONGHUZHANXINGTONGBIZENGZHANGLE24%,BINGXIYINDAOLE49.2%DEXINGYEXINZENGYONGHU。


(MEIRIYOUXIANZAIJINNIANYIJIDUXIYINLE49.3%DEXINZENGYONGHU)RUHEPOJIESHENGXIANDIANSHANGDEKUISUNMOZHOU?

KENENGNIHUISHUO,SHEIBUZHIDAODIJIAZHEDETIANXIA?GUANJIANWENTISHI,SHENGXIANDIANSHANGDECHENGBENTAIGAO,DIJIAWANGWANGYIWEIZHEKUISUN,YIWEIZHEHENNANCHIXU。

SHIDE,ZHEIYESHISHENGXIANDIANSHANGDEMOZHOU。ZHISUOYIYIBOYOUYIBODEXINGSHUAI,GENBENYUANYINYEZAIYUCI。MEIRIYOUXIANMUQIANZUODAOLEDIJIA,DANSHIZHEIZHONGDIJIA、DIMAOLILVNENGGOUCHIXUXIAQUMA?

WANGJUNZAIJIESHOUCAIFANGSHITOULU,MEIRIYOUXIANZAIBEIJINGYIJINGLIANXU10GEYUESHIXIANLEJINGYINGXINGXIANJINLIUWEIZHENG,ZHENGGEBEIJINGSHICHANGNIANPINGXIAOJIEJIN10WANYUAN。ZHENDUI“MEIRIYOUXIANBIJIAOYILAIBUTIE”DESHUOFA,WANGJUNYEJINXINGLECHENGQING,“MEIRIYOUXIANDEBUTIESHIJISHANGBULIHAI,QUNIANDI,CONGQUANGUOZHENGTILAIKAN,WOMENYIJINGBAZHENGGEJINGJIMOXINGZUODAOLEZHENGJINGYINGXINGXIANJINLIU。JINTIANMEIRIYOUXIANDEGONGYINGLIANSHENDU,YIJINGRANGWOMENBIANCHENGYIGEDIBAOJIA、DIZHEKOUDEMOXING。WOMENJIYONGHUDEJIAGEJIUSHISHIDASHIDEJIAGE,JISHIBUJIQUAN,YONGHUYEHUIJUEDEZHEIGEJIAGEHENYOUJINGZHENGLI。”

ZUOWEIMEIRIYOUXIANDELAOYONGHU,WODUIZHEIYIDIANSHENYOUTIHUI。DAKAIMEIRIYOUXIANDEAPP,KANSHUCAI、SHUIGUO、ROUPIN、HAIXIAN,ZAIJIAGESHANGDOUYOUZUGOUJINGZHENGLI,JISHIBUZUOHUODONGBUSONGQUANYEBUGUI。

那么,每日优鲜是如何破解生鲜电商魔咒的呢?答案是三点。

首先,是全国供应链的规模效应,采购成本得以控制,同时也保证了品质。

WANGJUNBIAOSHI,MEIRIYOUXIANYIZHINULIKUODASHANGPINDEZHICAIBILI。XIANGBIMEIGUOSHICHANG,ZHONGGUODESHENGXIANPINLEIZUIDADEWENTISHIGONGYINGLIANSHENDUTAIQIAN,MEIRIYOUXIANZEJIANGSHANGPINGONGYINGLIANLIANJIEDAOCHANDI,DADIAOZHONGJIANHUANJIE,YONGLIANGHAODEBAOCUNHUANJINGHEGAOZHOUZHUAN、SHAOBANYUNLAIJIANGDISUNHAO,CONGERRANGYONGHUMAIDEYOUBIANYIYOUHAO。ZHEIYIJINGZAISHUIGUOPINLEISHIXIAN,“MEIRIYOUXIAN90%DESHUIGUOSHICONGCHANDIZHICAI,WOMENBUCONGPIFASHANGSHOUZHONGNAHUO,ZHEIRANGWOMENSHUIGUOLINGSHOUJIABIHENDUOBENDIGONGYINGSHANGDEGONGHUOJIADOUBIANYI。”

DIER,SHIQIANZHICANGMOSHIJIANGDILELVYUECHENGBEN,TONGSHITIGONGGENGKUAIJIEDETIYAN。MEIRIYOUXIANYONGLENGYUANLENGLIAN+SHIJIANLENGLIANDEZUHE,QUCHULEGAOANGDELENGMEILENGLIANCHENGBEN。BUTONGYUCHUANTONGMENDIANHUOQIANDIANHOUCANGDEMOSHI,QIANZHICANGHAIDADAJIANGDILEZUJIN、ZHUANGXIU、RENGONGDENGCHENGBEN,BINGJIANGCANGNEIKONGJIANLIYONGLVZUIDAHUA,CONGERTIGAOLEPINGXIAO。MUQIAN,MEIRIYOUXIANZAIQUANGUOYONGYOU1500DUOGEQIANZHICANG,FUGAIJIN20DUOGEZHUYAOCHENGSHI。


(MEIRIYOUXIANDEPEISONGYUANZHENGZAICANGNEISAODAN)

MEIRIYOUXIANYEYONGJISHUDUIQIANZHICANGJINXINGLEJIACHI。JULEJIE,TAYIZHIJIANCHIYONGDASHUJUFUNENGQIANZHICANGXUANZHIJIBUHUOSUANFA。JUTILAISHUO,MEIRIYOUXIANHUIGENJUGEGECANGSUOZAIDEQUYUWEIZHI、ZHOUBIANXIAOFEIZHEHUAXIANG、XIAOSHOUZHUANGKUANG、TIANQIDENGJISHIGEXISHU,MEITIANDUIMEIGECANG、MEIGESHANGPINJISUANBUTONGDEBUHUOLIANG,ZUIZHONGJIANGQIANZHICANGDESUNHAOLVKONGZHIZAI1%。

DISAN,SHIPINLEIDEKUOZHAN。DAKAIMEIRIYOUXIANAPP,KEYIKANDAOBUJINYOUSHUCAI、SHUIGUO、ROUDAN、SHUICHAN,HAIYOULINGSHI、JIUYIN、LIANGYOU、RIBAIDENGPINLEI,SHENZHIHAIYOUHUFU、QINGJIE、MUYINGDENGSHANGPIN。HUANJUHUASHUO,MEIRIYOUXIANYIJINGBUJINJINSHISHENGXIANDIANSHANG,ERSHIYIGEXIANSHANGZONGHECHAOSHI。

JULEJIE,WEILAIMEIRIYOUXIANHAIHUITONGGUO“QIANZHICANG+CHENGSHIZHONGXINCANG”DEFANGSHILAIQIANGHUAQUANPINLEIZHANLVE。QIANZHICANGJIEJUEDESHIXIANPINHEYOUSHIXIAOXUQIUDEBIANLIXINGSHANGPIN,CHENGSHIZHONGXINCANGJINGYINGDEZESHISHUWANZHICHAOSHISHANGPIN,YOUCIXINGCHENGCHANPINJUZHEN,HUXIANGZHIYUAN。ZHEIBEIHOUDELUOJISHI,QIANZHICANGDEXIANPINYINWEIGAONIANXINGHEGANGXUDAILAILIULIANG,HUIDAIDONGZHONGXINCANGCHAOSHISHANGPINDEXIAOSHOU;CHAOSHISHANGPINDEXIAOSHOUYOULINGMEIRIYOUXIANCONGXIAOFEIZHENEILIHUODEGENGDUODEKOUDAISHENDU,YUFACHENGWEIYONGHURICHANGGOUWUDEZHUYAOQUDAO,TONGSHIYETISHENGLEKEDANJIA。

JUWANGJUNJIESHAO,ZAISHANGHAI,MEIRIYOUXIANDALIANGDELVYECAIZHIMAI9MAO9,DANYINWEIQUANPINLEIZHANLVE,QIZAISHANGHAIYIRANNENGYOU82YUANDEKEDANJIA,CONGERBAOZHULEMAOLI。

生鲜电商的终局之战

SHENGXIANDIANSHANGZAIDUCHENGWEIREDIAN,JIUSHIYINWEIYIFANGMIANSHICHANGZUGOUDA,YIFANGMIANCONGHULIANWANGZHANGDADE80HOUYIJINGCHENGLESHENGXIANXIAOFEIDEZHULI,60、70HOUYEZHENGZHUJIANYANGCHENGXIANSHANGMAICAIDEXIGUAN。

XIANGGUANSHUJUXIANSHI,2016NIANZHONGGUOXIANSHANGSHENGXIANSHENTOULVZHIYOU7%,WEILAI5DAO10NIANSHENGXIANDIANSHANGDESHENTOULVHUIKUAISUZENGZHANG,YUCEZAI2020NIANSHENGXIANDIANSHANGDESHENTOULVJIANGDADAO20%,ZHEIYIWEIZHEYINIANSHENGXIANDIANSHANGDESHENGYIEKENENGHUIDADAO1WANYI。

WANGJUNZAIJIESHOUXIAONIAOCMSCAIFANGSHISHUO,QIANZHICANGMOSHIHUICHENGWEISHENGXIANXIANSHANGSHICHANGZHONGDEZHUYINGYETAI,1WANYITILIANGLIMIANKENENGHUIYOUJIANGJIN6000YIYISHANGSHIYOUQIANZHICANGYETAICHUANGZAO。ERSHENGXIANDAOJIADEWANJIAYAOXIANGZHANGJIUFAZHAN,GONGJICEXUYAOYOUCHONGFENDEGUIMOXIAOYING,JIANYUWEILAIDANYIQUYUNEIHUICHUXIANFEICHANGJILIEDEDIMAOLIJINGZHENG,ZAIGONGYINGLIANHEJINGYINGMOXINGSHANGJIAOLUOHOUDEWANJIAJIANGYUDAOPINGJING,ZHENGGESAIDAOZUIZHONGBUHUICHUXIANTAIDUOWANJIA。

ZHEIYIWEIZHESHENME?YIWEIZHESHENGXIANDIANSHANGXIANZAIDEJINGZHENGYIJINGSHIZHONGJUZHIZHAN,NENGXIAODAOZUIHOUDEBIRANSHINEIXIENENGTIGONGFENGFUSHANGPINPINLEI,XINGCHENGGAOKEDANJIA、DIMAOLILVMOXINGDEQIYE,ERXIANGYAOKECHIXUDISHIXIANZHEIYIDIAN,SHANGPINGONGYINGLIANHEWULIUGONGYINGLIANDEZHANGQIJILEIHEJINGXIHUAYUNYINGQUEYIBUKE。


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