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Cold chain needs to be "cold" rather than "fast"

cold chain

Fresh food e-commerce is facing many challenges, and high cost and low repurchase rate have become the main problems hindering its development. In order to increase the repurchase rate, e-commerce companies began to look for better cold chain,cold warehouse,cold chain and self-built cold chain logistics, and constantly improve the delivery time. Although these initiatives have improved consumer stickiness to a certain extent, the high cold chain costs have dragged down the e-commerce companies themselves. In addition, how to reduce costs while maintaining the delivery time is also a problem faced by e-commerce companies. However, "fast" is really "fresh"?

"Half-hour delivery", "2 hours delivery" and other rapid service has become one of the focus of fresh food e-commerce promotion. Therefore, "fast" has become synonymous with "fresh". Especially O2O fresh food e-commerce, almost realized the "half-day delivery" or within the fast delivery.cold warehouse It can be said that the cold chain delivery speed of fresh food e-commerce is getting closer and closer to the speed of express delivery, and even exceeds the speed of express delivery.

Use "fast" to make up for "fresh".

As the immature cold chain technology affects the user experience of fresh food e-commerce, many e-commerce companies began to choose to build their own logistics. They have moved their stores or distribution stations closer to users' residential areas, hoping to make up for the lack of cold-chain technology by being "fast". As a result, "two-hour delivery" and "half-hour delivery" have become the focus of publicity. Within the limited delivery range, e-commerce companies try to improve the delivery speed as much as possible, and to this end, they have recruited a large number of delivery staff and purchased a considerable number of electric vehicles and other equipment. This makes the high cost of fresh food e-commerce, the development of fresh food e-commerce has also promoted the development of China's cold chain, while the construction of the cold chain is also gradually strangling e-commerce.

Express "cold chain" is not perfect

Whether it is self-built or using a third party, fast delivery has become a key demand. Consumers look at the delivery staff riding a variety of colors of battery-operated vehicles, above with a simple insulation box, inside the only ice packs have become the only commodity freshness agent. Delivery staff like a hot potato, just want to deliver the goods as soon as possible to the hands of customers, so as to avoid spoilage of goods. However, such equipment makes the "whole cold chain" a joke. However, have fresh food e-commerce companies considered making the speed slower and the freshness longer?

With the development of e-commerce in China, Chinese e-commerce companies have higher and higher requirements for the speed of goods reaching the hands of users, which has also fostered a high degree of timeliness for Chinese users to purchase goods online. This timeliness is especially evident in the specificity of fresh products. Therefore, fresh food e-commerce companies also use the thinking of the express construction of their own cold chain logistics, emphasizing the "fast" but ignoring the role of "cold".

For fresh food e-commerce, it is very important to cultivate the habits of users. As industry insiders say, "Customers do not know what their real needs are, only we can tell them." Therefore, can China's fresh food e-commerce companies choose to "slow down" a bit, so that the goods are more "cold", more "fresh"?