Industry interpretation - industry background
With the arrival of new retail and the new outlet ushered in by the community, industry giants have laid out the fruit market. Up to now, the market size of the fruit industry has grown to 200 billion, and it is a well-deserved potential stock in new retail. The development of cold chain logistics, information technology, the involvement of big brands, the layout of new retail and the development of big data have injected new impetus into the fruit industry, and the development of the fruit market has gradually entered the fast lane. The people take food as the sky, and food is fresh first. Fruit commodities are indispensable and irreplaceable necessities for every family every day, due to the rapid life environment of urban people, they are faced with a series of practical problems such as the difficulty of buying fruits with less time. How to use today's fast-growing Internet + model to create a shopping and consumption model with fresh, safe, reasonable and convenient services has become more and more an urgent need for people's daily life.
Industry interpretation of the status quo of the industry
In 2021, the market size of China's fruit retail industry will be 1,229 billion yuan, a year-on-year increase of 105%。It is estimated that the industry scale will grow to 1,432 billion yuan in 2023. With the improvement of residents' health awareness, consumers' demand for fruits is increasing. At the same time, thanks to the development of the first chain and the upgrading of cold chain warehousing and logistics technology, the rapid development of the Internet and e-commerce, the delivery time of fruits has been improved, the loss rate of fruits has been reduced, and consumers can enjoy fresh and high-quality fruits in a timely manner. In addition, with the diversification of fruit retail business models, consumers are provided with a more convenient shopping experience and more choices, which promotes the development of China's fruit retail industry.
At present, China's fruit retail channels mainly include farmers' markets, modern retail (including supermarkets, fresh supermarkets, convenience stores), e-commerce channels, and fruit franchise retail. Compared with modern retail, fruit specialty retail is deeply engaged in fruit categories, and is more professional in the selection of fruits, usually with certain standard requirements for the quality and specifications of fruits. In fruit franchise retail, compared with traditional mom-and-pop stores, fruit franchise chain retail usually has a unified management system, and has a certain degree of standardization in procurement, product classification and grading, warehousing and logistics, and sales. In terms of market share, in China's fruit retail market in 2021, modern retail accounted for the highest proportion, at 369%;This was followed by farmers' markets and fruit franchise chain retail, accounting for 25% and 13% respectively5%
At present, traditional farmers' markets are being replaced by e-commerce and modern retail and fruit franchise chain retail that adopt the integration of new retail. With the continuous rise of new retail models such as online e-commerce and new retail integrated omni-channel coverage, new retail relies on technology to grasp customers' purchasing habits, provide consumers with a more convenient shopping experience and more choices, and continue to increase its market share in fruit retail channels.
With the development of the times, the public's demand for fruits is increasing day by day, and the requirements for fruit retail are constantly changing. We all know that the fruit market has a strong development potential, how to get on the bus smoothly and smoothly, and seize this opportunityThe immutable business economy, traditional trading thinking, and the business logic of small stalls and hawkers are no longer applicable to the present. Our traditional fruit industry market gate is low, the lack of unified industry standards, the service process is not professional supervision and other problems directly affect the development of the industry, industry changes in the current situation, what pain points are the traditional fruit industry is facing?
The product is highly depleted
Fruits are perishable, resistant to transportation, storage, seasonal, and have a small consumption elasticity coefficient.
The balance between cost performance and profit
The economy is declining, consumption is downgrading, and the market demand for low prices is increasing, but the quality demand of customers has not declined.
Take the Internet Express
In the Internet era, there is a strong information support behind all actions, how to use this tool to complete the sales, management, and marketing of the store, so that every action can get twice the result with half the effort?
Industry interpretation of future trends
Consumer-centric new retail fruit industry chain.
The upstream participants in the fruit industry chain are fruit planting enterprises;The main participants in the midstream are fruit brand enterprises, fruit merchants and logistics links;The downstream participants are consumers. With the continuous integration of the upstream, midstream and downstream chains, it is developing towards digitalization, standardization and branding at a high speed.
Planting base: excellent cultivation and planting, origin picking, selection quality, standardized quality control.
Warehousing and transportation: selected packaging, cold chain transportation, and guaranteed timeliness.
Brand stores: standard display, omni-channel marketing, and high-quality service.
Four core elements
The core elements of market competition: the combination of online and offline stores, strong logistics chain management, expanding the coverage of consumer groups, and optimizing consumer shopping scenarios.
At this stage, the core element of competition in China's fruit industry is the operation model, and due to the homogenization of products in the fruit market, product quality itself is difficult to become the core competitive factor for fruit brands to seize more market share.
In the future, enterprises in the market that focus on consumer experience and have a strong logistics chain management will achieve long-term development.
Industry interpretation of future trends
The ability to integrate the industry's best chain is becoming increasingly important.
With the gradual maturity of the fruit chain, the seasonal and geographical restrictions of the transportation and production of fruit products have been gradually overcome. Excellent fruit chain capability has become a decisive factor for the successful development of new fruit retail.
The base picks in the afternoon and selects the quality in the evening, racing against time Classification and scientific filling, reducing loss Cold chain transportation at night, locking the freshness Every morning store display, the fruit is fresh and delicious, and the quality is guaranteed.
Business opportunities for the fruit industry in the next 5 years
Product differentiation: Capture business opportunities
To achieve the manufacturer's own benefits, product differentiation can be subdivided into:
1) Differentiation of performance in the fruit industry;(2) Differentiation of varieties in the fruit industry;(3) Differentiation of specifications in the fruit industry;
Market differentiation: seize the market
The market differentiation of the fruit industry refers to the differences generated by the operating factors of the county market such as the sales conditions and sales environment of the products, including the differences in sales, distribution, market segmentation, and consumption habits.
Service differentiation: Win word-of-mouth
In order to serve customers more effectively, we carry out differential management of customers in the fruit industry service, and use the main resources to match the service to the main customers, which effectively improves the service efficiency and service quality.
Customer service differentiation: strengthen the brand
Different dealers have uneven sales capabilities, and different sales models, in view of this situation, the evaluation and assessment of customers, and on this basis, differentiated management of customers, and corresponding resource support for different customers.
Channel differentiation: customized development
The competition of modern enterprises is no longer the competition between one enterprise and another, but the competition between one value chain and another.