Electricity Giant Cold Chain Investment Hot: Cold Chain Into The Eyes Of The Blue Ocean Business

In the past two years, the cold chain industry investment boom launched by the electricity supplier is directly due to the simultaneous formation of the right place and the right place.

The so-called "sky time" means that China's urbanization is rapidly advancing, the consumption level of residents has been generally raised, and the consumption demand of higher quality fresh food has been raised. The so-called geographical advantage is the unique advantage of the electricity supplier, such as the advantages of logistics and the wide advantages of consumer groups, reducing the intermediate links, reducing costs and raising gross margins.

Giants compete for cold chain layout

In April 2013, shop No. 1 launched the fresh category "orchards 1". In April of this year, its self operated vegetables were also formally launched, and the vegetable category demanded higher supply chain. The 1 store used self built cold chain (70%) and outsourcing mode to carry out the whole cold chain pportation.

In July 2013, Tmall announced the trial of fresh cold chain logistics. It cooperated with the third party logistics enterprises to integrate logistics resources such as cold chain pportation, high-end express, home delivery, aviation and other logistics on a platform. Some of the lines were distributed throughout the cold chain, while others were semi cold chain "two segment distribution". Relying on the B2B cold chain inter city pportation, with the "last mile" landing to complete the cold chain delivery.

In July 2013, suning.com formally launched "Yangcheng Lake hairy crabs", and achieved nationwide distribution through cold chain pportation.

Suning.com also said it was possible to build cold chain warehouses and logistics distribution systems in the future.

As early as July 2012, the Jingdong has officially launched the fresh channel, and in September 2013 it has launched the self catering fresh channel.

It is understood that the fresh channel cold chain distribution links generally take the form of cooperation with the third parties (including SF EXPRESS and fast line), while the fresh self operated channel adopts the self built cold chain logistics mode, and the B2C control system is divided into two parts: urban distribution + "last mile".

In addition to platform type electricity providers, vertical electric providers are also unwilling to be outdone.

In May 31, 2012, SF EXPRESS's preferred global online shopping mall, Shun Feng, was formally launched, covering nine categories of fresh food and more than 70% of imported food.

By the end of 2013, its cold chain fresh products had covered 11 cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

According to SF EXPRESS, SF's preferred fresh food products are implemented in the "whole cold chain distribution", that is, when the goods leave the reservoir area, the sorting and packing operation sites have temperature control conditions, loaded into the temperature control box, and the dispatched workers put the goods into the thermal insulation bags for door-to-door dispatch.

In October 17, 2013, the B2C online shopping mall tuotuotuo, which specializes in fresh products, officially launched the distribution service of fresh goods in cold chain logistics for 32 cities across the country. Besides the Beijing area, the fresh business will cooperate with the third party logistics, and the whole process will provide cold chain services.

Huang Kun, an analyst at Guotai Junan Securities, said in a research report that the platform business providers prefer to use the original B2B cold chain business extension of the third party logistics, use the existing B2B distribution network, and carry out logistics distribution between the main suppliers and sales outlets, and extend the B2C business. The representatives of these third party logistics enterprises are fast lines.

Compared with the self built cold chain direct distribution system, the operation cost of this mode is lower, and the product price is cheaper (less than 50% of the direct distribution mode). However, due to the large number of third party cooperation modes in the terminal delivery section, the response time is longer, and the service quality is obviously inferior to the B2C cold chain delivery enterprise.

Vertical electric providers, such as Shun Feng and tuotuotuo, prefer to build their own cold chain direct distribution system. All the cold storage, refrigerated trucks, refrigerators and freezers purchased from the site to the terminal are purchased by themselves, and at the same time they are responsible for operation services. The advantages are short response time, good service quality, and the disadvantage is high distribution cost.

On the morning of June 19th, Jian Haiping, a pseudonym, sold 10 tons of fresh hairtail from the Dali seafood wholesale market in Foshan. After packaging, he contacted the logistics company's refrigerated van. After nearly 2 hours of pportation, he arrived at Yushan cold storage on 20 Silver Road, Panyu District, Guangzhou. During this period, he had to be on guard against the driver and prevent it from shutting down the refrigeration and air-conditioning system.

Subsequently, the Yushan cold storage forklift master wrapped in big cotton clothes will unload the fish and store it in the warehouse of the Yushan cold storage, marking the location and quality.

After the invoice of goods stored in the store of Yushan cold store, Jian Haiping returned to the office of Yushan cold storage and called the customers of fresh food in the surrounding vegetable market. Customers wholesale some of the hairtail to sell to consumers around the vegetable market.

Jian Haiping's work is the general process of cold chain pportation.

The narrow cold chain, that is, the low-temperature supply chain of agricultural and sideline products, refers to the supply chain of agricultural and sideline products, which is always in a prescribed low temperature environment from production, processing, storage, pportation and sale to the pre consumption stage to ensure food quality and prevent food spoilage.

Broadly speaking, cold chain involves not only agricultural and sideline products, but also medicines, chemicals and other special requirements for temperature.

In the afternoon of June 25th, Jian Haiping admitted to the "daily economic news" reporter that in the past two years, because of fierce competition in the market, the downstream orders were not warm, but the fixed cost of the refrigeratory was not low, including the rental of the shops for 2000 yuan / month, the refrigerated goods cost was 3.5 yuan / ton / day, and the business was not very good.

In fact, in the traditional cold chain merchants unaware, including Tmall and rookie under Ma Yun, Liu Qiangdong's Jingdong and other electronic giants are constantly increasing the number of cold chain fresh areas.

"Cold chain fresh" is basically the blue ocean and pure land of B2C, because the traditional business areas such as clothing, electronics and so on have done almost the same, cut into other areas and face serious competition pressure.

Shanghai Jinjiang low temperature logistics development Co., Ltd. (hereinafter referred to as Jinjiang low temperature company) Zheng Chun, director of the food supply chain marketing department, told the daily economic news reporter.

Jinjiang cryogenic company is a large scale cold chain logistics enterprise in the industry.

According to the analysis report from the prospective industry research institute, China is now a major agricultural producer and consumer in the world. The annual output of vegetables is about 59% of the world's total output, and the output of fruit and meat is 46%, and the output of eggs and aquatic products is 35%.

In contrast to output and consumption, China's cold chain logistics is at a very low level.

China's railway refrigerated pport facilities are very old, most of them are mechanical quick frozen wagons, and lack of standardized refrigerated refrigerated refrigerated carriages. Refrigerated food only accounts for 1% of the total freight volume.

In road pport, frozen and refrigerated pportation of perishable food accounts for only 20% of the total volume of pportation, while the remaining 80% are pported by ordinary trucks.

It is worth noting that the rate of pre cold preservation in developed countries is 80% to 100%, and the refrigerated pport rate is 80% to 90%.

This means that if the level of cold and fresh logistics in China can keep up with the developed countries, there will be a huge incremental space.

The cold chain industry broke out in recent two years, which is fundamentally affected by China's economy.

And the change of consumption structure of residents.

Luo Zhirong, director of Cci Capital Ltd operation of Guangzhou fisherman's Wharf, told the daily economic news reporter that the degree of urbanization and the improvement of the living standards of consumers have also changed the structure of consumer food consumption. The consumption of perishable foods such as meat products, dairy products, fruits and vegetables and cold drinks has increased, and the demand for cold chain logistics has been raised. "For example, more and more people here like to eat salmon in Guangzhou, and they need to send them directly from northern Europe by means of refrigeration."

Recently, a group of data released by Zhao Yumin, director of the research and Prediction Center of the important commodities Research Institute of the Ministry of Commerce, showed that the scale of food imports in China increased by 21.2% in the past 5 years, 3.2 percentage points more than that of the same period. The food trade deficit continued to expand, and the net import of food increased by 2.3 times in 5 years.

In the past 5 years, the average annual growth rate of beef, pork and mutton imports was over 40%, especially the annual growth rate of beef was as high as 115%.

A large number of imported fresh foods have raised higher requirements for food processing logistics and business enterprises, and have also continuously improved the standards of cold chain industry.

Luo Zhirong believes that many businesses are involved in fresh cold chain because of their logistics advantages, which can reduce the intermediate links of "goose's hair", reduce costs and raise gross profit.

Jingdong cold chain distribution responsible person pointed out that according to international standards, urbanization rate of more than 50%, GDP per capita of more than 4000 U.S. dollars, is a sign of rapid growth of cold chain food demand.

China's per capita GDP reached 5450 US dollars in 2012, and the urbanization rate reached 52.6%, which has exceeded this standard.

In addition, the logistics cost of the cold chain has been significantly reduced with the maturity of the major electricity supplier's logistics system and the application of new technologies.

Wang Wenqing, head of marketing department of Hongkong Hengtai group (00197, HK) Jintao fruit and Vegetable Logistics Co., Ltd., believes that the change of lifestyle of the new generation residents has also prompted the rapid development of the cold chain industry.

After 80 and 90, these white-collar workers prefer supermarkets, and the consumption of fresh quick-frozen products is higher than that of their parents.

"Like other products, fresh electric business is convenient, and fresh is a necessity of life. The distribution of fresh electric business has greatly reduced the time of consumers shopping and saved the time cost of consumers."

Suning.com fresh person in charge accepts the daily economic news reporter's interview.