Ding ~ Ding ~ mobile phone frequently receives reminders from Ding Dong to buy vegetables: invite neighbors to get 59-40 yuan to buy vegetables gold and green card members, invite more, and send extra fruits and eggs. The huge amount of preferential treatment is really attractive. Can’t help but let a lost user, want to download the software again, see if it has new changes. < p > < p > in April this year, Ding Dong bought vegetables for the first time in Beijing. In line with the mentality of “collecting wool”, she used a coupon of “over 50 minus 14”, and finally bought five kinds of commodities: navel orange, banana, red heart pitaya, eggs and yoghurt at a price of 40.4 yuan. < / P > < p > but have forgotten the specific reason, only after the order was unloaded. This “recall” has made the reasons more clear, and there must be one “not affordable”. < p > < p > for two kinds of commodities, Xinjiang Ximei and Shaanxi Dongzao, the price of dingdong is 26.6 yuan, and the daily excellent fresh is 19.8 yuan. Although the daily fresh food costs 6 yuan, dingdong not only free the freight, but also 50 g more goods, but it does not make people feel “cheap”. < p > < p > from the perspective of consumer psychology, the proportion bias makes people tend to prefer the best food every day. From the perspective of positioning theory, in Beijing market, there are already other vegetable shopping software that have taken the lead in entering consumers’ minds. Compared with that, it is more difficult for Ding Dong to enter the new market. < p > < p > < p > < p > “Beipiao clan” base areas — Huilongguan and Tiantongyuan communities, are gathering more young people, and their online shopping habits are more stable. This has also become the base for Ding Dong to open a warehouse earlier. At about 9:00 a.m. and 11:00 a.m., “DoNews” visited these two sites successively. The location of these places is not hidden, and the shops facing the street are not busy. The area is about 200-300 square meters. < / P > < p > because it is not yet the order peak time, there are 5 or 6 delivery personnel outside the two front-end warehouses. When the orders accumulate to a certain amount, the centralized distribution is carried out by a single distributor, and the off peak time is about 3 or 4 orders. A distributor at Huilongguan station told “DoNews” that the number of delivery orders per day is about 50, and that of customers is about 40 or 50 yuan. At present, the average daily order volume of the whole warehouse is about 600. However, the distributor did not directly reply to the order quantity during the epidemic period. He only said that the daily average order volume of Shanghai during the epidemic period exceeded 1000. < / P > < p > < p > “DoNews” saw several employees in the front warehouse in a hurry to pick up and tally the goods. In the “front warehouse area”, 10 rows of shelves could not be found, and daily necessities, drinks and snacks were scattered. After passing through a closed door, it was the “back warehouse area” for storing refrigerated and frozen products. < / P > < p > due to the lack of store functions, the number of SKUs is not rich, and the commodity power is not prominent, which is the congenital defect of front-end warehouse and also a major cause of user loss. Xiaozhi, who lived in Huilongguan, once gave up using dingdong to buy vegetables because of his poor experience. He told “DoNews” that he downloaded the app because he had to push it for help. “The fruit I bought at that time was not very delicious or affordable.” < / P > < p > “later, when he wanted to place an order for food and beverage takeout and fresh vegetables at the same time, he found that there were few hot food, no box horse and more seven fresh vegetables. Later, he never used them again.” Xiaozhi said that he finally decided to unload the key factors of Ding Dong’s shopping. < p > < p > interestingly, it is less than 500 meters away from the front warehouse of Huilongguan, which was just opened at the end of last year. Qixian life is a “variant” of Jingdong 7fresh. The store is open 24 hours a day. At the same time, light food, instant food and other commodities are introduced. There are also breakfast, lunch, coffee and other categories to choose from. It is true that the commodity is not rich enough, which is determined by the front warehouse model. However, in the same distribution area, there are close competition, and the commodity power of Ding Dong to buy vegetables is even less dominant. In addition, there are difficulties in building cross regional supply chain. In fact, to a certain extent, Xiaozhi’s “fruit is not delicious” also reflects that the construction of the off-site supply chain for Ding Dong to buy vegetables has not been optimized. Of course, Ding Dong is facing difficulties in buying vegetables, and the daily excellent fresh food also exists. < p > < p > in Shanghai and Shenzhen, Maggie and Maggie are regular customers of dingdong’s shopping, and they have a lot of complaints about the daily excellent fresh food: “once I gave me stinky shrimp and eggs, which made me angry.” after Manyu finished, Maggie echoed, “I’m a professional in daily fresh returns. Nine times out of ten times, and the starting price is higher than before.” < p > < p > Ding Dong’s dilemma of buying vegetables and daily excellent fresh food is just a common problem of fresh e-commerce. China has a vast territory and obvious regional differences in diet, which poses great challenges to the construction of supply chain and commodity differentiation, which is not a feat in a day. < / P > < p > when an outsider breaks into a strange territory, he will be constantly examined by his surroundings. If you want to change your mind and cultivate your habits in the short term, unless you have the ability to make a big splash, it will be a long time of tempering. In the user’s usage habits, it is a disaster for Ding Dong to buy vegetables. < / P > < p > “I haven’t used dingdong to buy vegetables. What I usually use is meituan and hungry. Because I often order takeaway, I don’t need to download a new app, so I’m more used to the original behavior pattern.” A Hui, who lives in Tiantongyuan, said, “if dingdong wants to attract and retain consumers, they have to do more than meituan and hungry. The platform can get customers by lying down, while emerging forces need more means and efforts.” During the epidemic period, fresh e-commerce boomed again. According to the top1000 data of Yiguan Qianfan mobile app, dingdong bought vegetables from 428 in April to 392 in August, while daily excellent fresh food ranked 287 from 352. Although the activity has increased, it is obvious that Ding Dong has made little progress in buying vegetables. In the post epidemic era, when consumption habits gradually develop and tend to be rational, it is difficult to change user habits. Frequent and compact users retrieve information, but also shows that Ding Dong is hungry for vegetables. < p > < p > < p > the leading enterprises, such as Xingsheng optimization, Tongcheng life and Shihui group, have successively completed large amount of financing. Didi, meituan and Ali pinduoduo have also entered the competition, and the traditional supermarket Carrefour, Wumart and Huaguan have also joined the group war. < / P > < p > but looking back to 2015, today’s capital Xu Xin’s sentence “fresh food is the last blue ocean of e-commerce, and those who get fresh food will win the world”, which instantly ignited the war of fresh e-commerce. At that time, e-commerce was the first to enjoy the glory of capital and fresh e-commerce. < / P > < p > according to Tianyan data, in 2015 alone, Youxian daily received two rounds of financing, with a total amount of nearly 300 million yuan; although dingdong bought vegetables late, it completed six rounds of financing rapidly in 2018. < p > < p > at that time, even Hou Yi, who kept saying that he would not be a front-end warehouse, lost his determination and started the front-end position business. However, after experimenting with 80 front-end positions, Hou Yi publicly criticized the front-end positions as a false proposition on the grounds that “the customer’s unit price can not go up, the loss rate can not come down, and the gross profit rate cannot be guaranteed”. However, since then, the sound volume of the front compartment has gradually decreased. Since the end of 2019, there has been no public financing news for Ding Dong to buy vegetables; similarly, daily Youxian won a round of financing in September 2018, and it was not until May this year that the capital was increased. < / P > < p > at the same time, the community group buying on the other side also followed the pace of front warehouse and experienced a ups and downs. According to questmobile data, in 2018, there were 23 community group purchase financing events, with a financing amount of about 4 billion. But only a year later, group buying in the community experienced a rapid shuffle. Behind the ups and downs of < / P > < p > is the immature mode. The training competition of the epidemic situation has enabled the fresh e-commerce modes to iterate continuously in the bath fire, and each has a new dawn of certainty. < / P > < p > community group buying is criticized for the instability of the team leader, the lack of category richness and the lack of obvious supply chain advantages. In order to solve these problems, some people try to optimize the cooperation mechanism with the team leader, some cooperate with convenience stores, husband and wife shops, and some try to cooperate with the vegetable market. But it all seems to be a little out of the question. < / P > < p > the screening criteria are in the front and the incentive policies are in the rear. However, the head of the team has no fixed income, so it is still unable to reduce the turnover rate. Convenience stores and husband wife shops are likely to carry out their own vegetable sales business. In cooperation with the vegetable market, they are also facing competition with Jingdong, meituan and Nemo platforms. < / P > < p > the entry of a crossover gives the community group buying a new perspective. The rookie post station, which has covered more than 100 cities in China, officially announced in June this year to build a digital community life center, one of which includes community group buying business. < / P > < p > the advantage of rookie post station in community group buying is that the hidden danger of customer loss caused by head loss has been basically eliminated. Rookie stations are distributed all over the country. They have their own basic flow guarantee. Moreover, the station master takes the responsibility of the head of the station. They have both fixed salary income and commission income, so they have higher stability. Through the cooperation with Gaoxin retail, which belongs to Ali, the problem of supply chain is solved. < / P > < p > of course, it is not to say that the emergence of rookie stations has eclipsed the efforts of other players. However, whether the rookie station is the right person or not, the idea of doing community group buying business may be the option closer to the correct answer. < p > < p > back to the front position mode, Hou Yi was also saving the front position after he criticized the front position. In March this year, Hou Yi said that most of the HEMA Mini stations will be upgraded directly to HEMA mini, except that some of them will be closed directly. And HEMA station is the front-end warehouse business that Hou Yi tested before. He even asserted: HEMA Mini will be the main mode of fresh e-commerce. < p > < p > although the area of HEMA Mini is smaller than that of big stores, it also includes the function of store arrival. In this way, the natural flow of stores is guaranteed and the loss rate of goods is also decreased. The depth of inventory and the ability to stack on-the-spot products ensure the product richness and improve the customer order. < / P > < p > that is to say, HEMA will walk on two legs of Dadian and HEMA mini to penetrate more intensively in the core area of the city and the sinking market, covering the consumption demand in the home scene. According to Hou Yi’s attempt, the optimal solution of fresh e-commerce is still the store warehouse integrated mode of going to store and home. < / P > < p > the “cloud refrigerator” strategy is proposed by the daily excellent fresh food to cover all kinds of commodities, including fresh meat and milk. At the same time, the “cloud super special sale” is added to the service the next day. Recently, the “10 billion club” plan has been launched to build a heavy warehouse supply chain. In addition to the instant delivery service, meituan began to provide the site pick-up service of “order today, pick up the next day”, so as to meet the more planned fresh consumption demand. < / P > < p > in the final analysis, up to now, fresh consumption demand has distinct levels, but no matter how subdivided the demand, it needs diversified channels to solve it. Although it is impossible to judge who brings the best experience, it is certain that this is not a dominant game. < / P > < p > not to mention the fact that it still has no financing since July 2019, compared with the daily fresh food which announced to achieve full profit at the end of 2019, dingdong still has a deficit status. < p > < p > before, people in the industry had calculated an account for Ding Dong’s purchase of vegetables. Under the condition that Ding Dong bought 1500 dishes, the unit price per customer reached 66 yuan,