1, such as solving the pain point of food insecurity:

One is to make food look safe. Nowadays, many consumers complain that the pictures of fresh products seen on the Internet are all mouth-watering, but the fresh food they get is far from it. Consumers are emotional, and this duplicity of products will only force consumers to vote with their feet. Therefore, the appearance of food must attract people's attention. Everyone has a love of beauty.

The second is to ensure that food is truly safe. The strategy is: to establish a reliable supply chain and grasp quality from the source; Through authoritative inspection, judge the product quality with scientific and rigorous inspection data; Manage production and sales links to ensure road safety.

The third is to make food safety visible to consumers. Through online publication, food safety credentials are displayed, so that fresh food can be traced, the information is transparent, and the quality is visible, so that users can rest assured of "looking at pictures for consumption".

2. Solve the pain point of fresh and expensive:

The first is to reduce costs through the upstream supply chain. Open up the upstream supply chain, reduce the cost by reducing intermediate links, and deliver the quality and cheap fresh food directly to users, so as to realize direct access from "vegetable garden" to "vegetable basket". Many people like shopping online. An important reason is that the same goods are much cheaper online than offline. For just-needed, high-frequency consumer goods like fresh food, fresh O2O can only enter thousands of households and open up a broad mass market by breaking the strange circle of everything being good and everything being expensive.

The second is to reduce the cost of logistics and distribution. According to market research, 70% consumers who have doubts about buying fresh products are "worried that the long logistics time and poor conditions will lead to the deterioration of fresh products." Therefore, logistics distribution is very important for fresh e-commerce, but fresh food must be preserved at low temperature in the process of warehousing and logistics, and the cost is very high. Forcing customers to pay the bill will only scare away customers. Therefore, it is necessary to reduce the distribution cost by shortening the logistics radius of distribution.

The third is to control losses. Loss is an unavoidable injury for fresh e-commerce. The loss rate of some fresh e-commerce companies even reaches 30%, and the actual loss may be even greater, while the loss rate of offline physical fresh supermarkets is generally controlled within 5%. In fact, with a perfect cold chain, it is possible to reduce the loss rate.

3. Solve the pain point of inconvenient purchase:

The first is to break the limitation of physical space.

Providing home delivery or in-store self-service is the most basic service. This involves coverage and distribution.

Fresh food should be eaten every day, and the purchase frequency is very high. For many elderly people, it's no big deal to go for a walk in the vegetable market and supermarket every day. But for many office workers, after a day's work, they are exhausted. Even if they have the heart to cook and buy food, it is still a problem. Therefore, the main consumer groups should be office workers who are pressed for time, not the elderly who have plenty of time.

Solve the pain point of inconvenient purchase: as long as you open your mobile phone to place an order, fresh food can be delivered to the office before work, or to your doorstep after work; It's windy and rainy, cold and hot, and I don't want to go out. I took out my mobile phone to place an order, and someone delivered it to my door, so I could solve the problem of eating without leaving home.

The second is to break the limit of consumption time.

At present, the distribution of many fresh e-commerce companies is still very traditional. Third-party logistics is used to deliver goods the next day, which is very different from the quick delivery of take-away O2O. Not only will the freshness of fresh food be greatly reduced, but it will also fail to meet the "fast consumption" demand of consumers for real-time consumption, dynamic consumption, when to buy and how much to eat. Therefore, if fresh e-commerce wants to completely abandon the old life of traditional fresh channels, it must realize real-time dynamic consumption like taxi software, which can make the fastest response to consumers' temporary decisions, and can't let consumers "wait for food to cook" hungry.

Third, the purchase process must be simple to the extreme.

The era of mobile Internet is an era of increasing efficiency. Users' patience is getting weaker and weaker, and they are very sensitive to the consumer experience. No user wants to fill in a lot of things in front of a small mobile phone screen and wait one more minute. The ordering process, payment process and payment method should be simple and clear, one-click and even "fool-like" ordering.

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Whether it is the traditional fresh e-commerce or the emerging fresh O2O, it is more important to win a place in the sad industry of fresh food than to wear a vest. We must always take users as the center, meet users' needs, solve users' pain points, create the ultimate consumer experience and create value for users.

As we all know, * * * enjoying the economy has spawned a number of fast-growing innovative companies, such as Uber and Didi Kuai. Lv Jifu, CEO of Fresh E-commerce Tianxian, believes that fresh O2O should make full use of the mobile Internet era to enjoy the economy. By cooperating with export vegetable bases, we can not only ensure the quality of fresh food, but also reduce large-scale production and intermediate links, reduce costs, and make products good but not expensive; Adopting emerging crowdsourcing logistics in distribution can not only improve distribution efficiency and user consumption experience, but also reduce logistics costs and relieve pressure for fresh e-commerce companies with arduous profits.