People who live in the fast pace of the city seem to be inseparable from the Internet. After books, clothing, and 3C, fresh food has gradually become another new hot spot for consumers online shopping. According to the data, the scale of fresh e-commerce transactions in 2013 reached 13 billion yuan, a year-on-year increase of 221%. It is expected to reach 26 billion yuan in 2014, an increase of 100%. The fresh market has become the new "blue sea" in the field of e-commerce.
However, for e-commerce companies, in order to gain a foothold in the fresh market, it is necessary to overcome the levels. Under the bottleneck of many industries, such as imperfect industry standards, lagging development of cold chain logistics, and weak infrastructure, it is worrying: How should the future development of fresh e-commerce be taken? At the "2015 China Food (Agricultural Products) E-Commerce High-Level Seminar" sponsored by China Food Industry Credit Union and China Food (Agricultural Products) Security E-Commerce Research Institute, the experts at the conference held a heated discussion on relevant issues. The future development of fresh e-commerce is a plan.
The "three products and one standard" products are the so-called "three products and one standard", that is, green agricultural products, pollution-free agricultural products, organic agricultural products, and Chinese geographical indication products. However, China's vast land and resources, a large variety of fresh agricultural and sideline products, and a variety of varieties, resulting in "three products and one standard" classification standards are not uniform, "three products and one standard" product definition is more difficult, for the safety of food and agricultural products buried hidden dangers.
Fortunately, the state and relevant institutions have recognized the importance of defining the “three products and one standard” products, and continue to expand publicity to raise awareness of food safety and risk liability. On the other hand, consumers themselves are paying more and more attention to food quality and safety requirements.
From this point of view, the "three products and one standard" products have entered a new era of more emphasis on development quality from a relatively focused development scale, and a new stage of brand promotion.
Therefore, e-commerce wants to increase the market share of fresh cold chain. The “three products and one standard” products need to maintain an important share of their food transactions in order to ensure sufficient trading volume.
The "2013-2014 China Food (Agricultural Products) E-Commerce Development Report" (hereinafter referred to as the "Report") released at the seminar showed that the "three products and one standard" products in 2015 will exceed the sales of the whole e-commerce fresh foods. %. The fresh-selling agricultural products e-commerce will realize the “three products and one standard”, accounting for more than 60% of the agricultural and sideline products transaction volume.
Hong Tao, Dean of China Food (Agricultural Products) Safety E-Commerce Research Institute and Professor of Beijing Technology and Business University, said, "At present, there are more than 5,000 Chinese geo-labeled products and more than 21,000 green videos. The relevant data shows that "three products and one standard" The scale of the products is gradually expanding, and the fresh products sold by the fresh e-commerce platform known for its quality should obviously be based on the 'three products and one standard'.
Cold chain logistics will be paid more attention to "the success or failure of e-commerce to enter the fresh market, cold chain logistics is very important." Zhou Xu, vice president and secretary general of the China National Food and Beverage Commodity Distribution Branch, said at the seminar if e-commerce The improper cold chain transportation method has been adopted, which may cause a huge cost burden and bring about half the effect.
The reporter learned in the interview that the cost of fresh cold chain logistics, distribution, express delivery, and home delivery is relatively high, mostly in 30%-40%, and the cost of fresh fruit and vegetable fresh food is more than 50% or even 100%. If the quality of the cold chain is not high, it will have a huge impact on food safety and business operations.
Through the cold chain transportation and looking at the current fresh cold chain logistics market, the level of competition is self-evident. For example, the fresh cold chain distribution mode of Tmall Mall is the rookie network "main line (cold chain or shipping) + floor matching" The segmental distribution service realizes the whole process of temperature control; the completion of the company is the self-operated full-range cold chain distribution mode; and the Jingdong Mall adopts the combination of on-site self-raising, 211 limited time, next day, fixed day, re-timed and many more. In the face of such a complicated cold chain logistics situation, what kind of cold chain distribution road do the major e-commerce companies choose?
Nie Linhai, deputy inspector of the Department of E-commerce Information of the Ministry of Commerce, believes that China has always had a problem of high logistics costs. The root causes of high logistics costs are information asymmetry, excessive small logistics enterprises, excessive industry development, and regional distribution. Broad, etc., to solve this problem, we must establish an information platform and build smart logistics. Fresh e-commerce should firmly grasp the opportunity and build a high-quality logistics distribution model based on information technology. This is also the main direction for the development of fresh e-commerce in the field of cold chain logistics.
Huang Hai, a member of the National Committee of the Chinese People's Political Consultative Conference and the deputy director of the Academic Committee of the China International Economic Center, stressed that "the e-commerce platform enters the fresh cold chain market of agricultural products, and it can be said that it is also a logistics failure. In order to make agricultural products fresh into the city, e-commerce companies alone It is impossible for us to open up ourselves. The relevant state departments should also increase some policy support for e-commerce logistics and further promote the development process of the entire industrial chain."
Cross-border fresh food is still a hot spot In recent years, the consumption taste of Chinese people is getting higher and higher, and the popularity of imported food is self-evident. Every year, China's agricultural products import and export amounted to 180 billion US dollars, especially in the past two years, e-commerce giants have imported food as an important entry point into the fresh market, such as Jingdong, Tmall, and No. 1 stores will cross-border imports. Fresh food is included in the strategic plan as a special project to enter the fresh market. Fresh and cross-border electronic transactions are becoming more widespread.
At the same time, under the promotion of the national “Silk Road Economic Belt” strategy, cross-border logistics development will usher in a new opportunity; and the development strategy of “21st Century Maritime Silk Road” also indicates aviation, shipping and port, There is huge room for development in the cross-border fresh market in the airport.
It is precisely after seeing such development opportunities. Following the opening of the first port of land and sea transport and the designated port for meat imports in China’s inland areas, Beijing Pinggu International Land Port has recently launched cross-border food and agricultural products cold chain e-commerce public. Service platform build and application projects. This will also play a good role in promoting cross-border e-commerce to expand the fresh market.
At the 2015 China Food (Agricultural Products) E-Commerce High-Level Seminar, relevant experts said that under the current international economic development situation, the state advocates the full use of two markets and two resources at home and abroad, and e-commerce companies choose cross-border fresh produce. The road is the right choice and an important development opportunity.
The rural fresh market will move toward “intensive”
For fresh e-commerce, the rural market is undoubtedly an important battleground for future business competition.
It is understood that in order to compete for the fatness of the rural market, the major e-commerce platforms have already carried out their respective "enclosure movements", such as Ali's "Wancun Qian County Plan" and Jingdong's "Rural E-commerce Strategy". Suning also plans to build 1,500 Suning Tesco service stations in 2015 to penetrate the country's countryside.
According to the "Report", in 2015, the Ministry of Commerce will promote county-level rural e-commerce development in more than 2,000 counties across the country. It is expected that a county-level e-commerce service center and more than 20 township e-commerce service points will be established in each county. 100 village-level e-commerce service points, the purpose is to provide farmers with online purchasing, agency sales and other services. It indicates that the rural market is huge, and it is a general trend for e-commerce to shift its development direction to the rural market.
However, while the rural e-commerce market is booming, there are also many irregularities. According to the reporter's understanding, due to the lack of large-scale and intensive guidance, some farmers lack a correct understanding of e-commerce, thinking that as long as they register an account on the e-commerce platform, they can retail their own fresh produce, resulting in “every In the situation where every household is doing e-commerce, there is often a situation of “selling yesterday, not selling today”. Although the market is huge, it has not achieved healthy development.
At the seminar, experts agreed that in order to standardize the rural fresh market, e-commerce wants to invigorate the rural fresh market. The key issue is that fresh agricultural and sideline products need to achieve “intensive” production and “intensive” operations.
Zheng Fengtian, deputy dean of the Agricultural Development Institute of Renmin University of China, said that “the e-commerce platform is a undeniable development path to the rural market, but it is a prerequisite for guiding the rural market to intensive production. Only the rural market is intensive, fresh electricity Business can really create benefits."

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