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Food Exhibition | Fresh E-commerce: Focus on Products, Not Just Models

2025.01.08

The fresh e-commerce industry has seen rapid development in recent years, yet it faces numerous challenges. Food Exhibition will explore the core issues and development trends in the fresh e-commerce sector.

 

Fresh E-commerce Models

 

Fresh e-commerce models are primarily divided into two categories: pre-sale and current-sale. The pre-sale model, such as regular home delivery and private customization, sells agricultural products in advance, addressing trust issues and focusing on ecological and natural cultivation, emphasizing quality and traceability. The current-sale model relies on existing agricultural products, which are selected and brought to the sales end. However, it is constrained by the inconsistency in product quality and seasonal influences, facing challenges of high costs and preservation technology.

 

Challenges in Fresh E-commerce

 

The two major challenges faced by fresh e-commerce are standardization and high spoilage rates. The standardization issue stems from the biological process of agricultural product growth, leading to significant product variability, making it difficult to uniformly identify and grade. The spoilage rate issue is reflected in the high loss during the logistics process, with China's fruit and vegetable loss rate reaching 30%, compared to around 5% in Western developed countries.

 

Solution Strategies

 

To address these challenges, fresh e-commerce needs to strengthen the introduction of processing technology, adhere to single-item operations, deepen segmentation, and use professional methods to enhance single-item sales and promotion. At the same time, e-commerce platforms or supermarket operators need a diverse product portfolio, establishing cooperative relationships with different farms or professional processing cooperatives to ensure that each single item is professionally processed and packaged, reducing logistics costs and improving delivery efficiency.

 

The Importance of Standards and Brands

 

The competition in e-commerce ultimately boils down to competition for upstream goods and supply chain control. Standardization is a fundamental measure to strengthen the quality and safety control process of agricultural products. By outputting production standards and forming executable detailed standards, product variability is reduced, product similarity is increased, and a certain level of replicable products is created to achieve stable goods sourcing. Brand building, on the other hand, provides a foundation for fresh products with similar quality entering the circulation end during the standardized production process. By differentiating the brand, distinguishing one's own products from others, and establishing brand recognition.

 

Conclusion

 

The core of fresh e-commerce is always the product. Whether it is a pre-sale model or a current-sale model, the quality and brand of the product are key. Without standards and brands, any fresh e-commerce model cannot last. Therefore, fresh e-commerce operators must focus on standardization from the production end. Only standardized products can be more easily processed and graded, thus achieving long-lasting quality and brand heritage. By strengthening processing technology, optimizing supply chain management, deepening single-item operations, and brand building, fresh e-commerce can secure a place in the competitive market.

 

If you would like to learn more about the food industry, please visit the SIAL China website for more information.

 

Source: Intelligence Empowering Agriculture

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