The originator also fell. Is fresh food e-commerce a "blue ocean" or a "blood ocean"?

　　Chinanews client, October 23 (Reporter Xie Yiguan) "Yiguo Fresh", you may not have heard of this name. As the earliest domestic fresh food e-commerce company, its existence is longer than the well-known Hema. Fresh and fresh daily are much longer.

But even such a veteran player in the fresh food field has not been able to survive the 14th year.

Yiguo Fresh official website page.

The debts owed in those years are now repaid with "life"

　　Due to the failure to pay off the due debts, Yiguo Fresh (Shanghai Yiguo E-Commerce Co., Ltd.) and its subsidiaries Yunxiang Supply Chain (Shanghai Yunxiang Supply Chain Management Co., Ltd.) and Anxianda (Shanghai Anxianda Logistics Technology Co., Ltd.) Limited company) has moved towards the end of bankruptcy and reorganization.

　　The court ruling document shows that as of June 30, 2020, Shanghai Yiguo Electronic Commerce Co., Ltd. has total book assets of 3.43 billion yuan (including foreign investment of 2.103 billion yuan), total liabilities of 2.3 billion yuan, and net assets of 1.126 billion yuan. However, the main assets are long-term equity investments in subsidiaries and accounts receivable, and important subsidiaries have been filed for bankruptcy reorganization, which is difficult to recover and realize.

　　Currently, Shanghai Yiguo Electronic Commerce Co., Ltd. has been involved in 30 legal proceedings, mainly disputes over sales contracts.

　　The bankruptcy and reorganization of Yiguo Fresh Foods also affected Singapore Food Alliance Food.

Yiguo E-commerce Co., Ltd. is the ultimate holding company of Yiguo Food, which holds a 59.9% stake in Singaporean fruit and seafood distributor Sunmoon Food.

　　"The bankruptcy and reorganization of Yiguo Fresh Food, Yunxiang Supply Chain and Anxianda will have a significant impact on the continued operation of the group." The board of directors of Shanmeng Foods declared.

　　In fact, there are signs that Yi Guo has come to this point.

　　Since last year, rumors of Yiguo being called by suppliers to collect debts, defaulting on employee salaries and layoffs have been spread frequently.

　　In December 2019, Yiguo Fresh was listed as the person subject to enforcement by the People's Court of Changning District, Shanghai, and the subject of enforcement was 14.1102 million yuan.

In January 2020, Anxianda was frozen by the Shanghai Changning District Court worth 10.2972 million yuan in equity and other investment rights.

　　The reporter searched and found that the last update of Yiguo Fresh’s official WeChat official account stayed on July 10, 2020, and the last update of official Weibo stayed on January 14, 2019. The homepage showed that the company’s qualifications were not qualified. After an annual review.

Although the Yiguo Fresh Store is still operating normally, a variety of products are showing up.

Screenshot of Yiguo's official Weibo.

Zeng

　　As the "big brother" in the fresh food field, why did Yi Guo fall to this point?

　　According to the Tianyan Check App, Yiguo Fresh was established in February 2007 with a registered capital of approximately 36.1 million yuan. The legal representative is Zhang Ye. Taobao (China) Software Co., Ltd. is its major shareholder, holding 16.56%; Zhang Ye is the No. The second largest shareholder, holding 13.94%; Alibaba.com HongKong LImited and Alibaba (China) Network Technology Co., Ltd. are the third and sixth largest shareholders, respectively, holding 11.83% and 6.92%.

　　As an enterprise under the wing of Ali, Yiguo Fresh Foods has once enjoyed great success.

　　On the one hand, it has obtained an enviable financing record.

In 2013, it received tens of millions of U.S. dollars in A-round strategic investment from Alibaba. In 2014, Alibaba and Yunfeng Fund made a B-round investment, and later obtained the exclusive right to operate the Tmall Fresh Food Zone.

Yunfeng Fund is a private equity fund co-founded by Alibaba Group founder Jack Ma and Juzhong Media founder Yu Feng.

　　Not only that, Yiguo Fresh was favored by Suning, private equity giants KKR, Goldman Sachs, Credit Suisse and others on November 28, 2016.

Among them, Suning, under the leadership of Zhang Jindong, led the C round of financing. Yiguo Fresh operates its online fresh food brand "Su Xiansheng", and also supplies Suning shops.

In August 2017, Yiguo Fresh received another US$300 million in Series D financing from Tmall.

　　Yiguo Fresh Foods also took the lead and enjoyed enough bonuses.

　　In 2013, Tmall made efforts to "reach the life circle in one hour", and fresh food was placed high on expectations as an important category. Yiguo was "selected" and not only obtained the right to operate Tmall fresh food, but also formed a joint effort with Tmall since The cold chain logistics platform Anxianda and the upstream supply chain platform Yunxiang Supply Chain.

　　Jin Guanglei, the co-founder of Yiguo Group, once revealed to the media that the GMV (transaction value) of Yiguo Group reached 10 billion in 2017, an increase of 178% from the 3.6 billion disclosed in fiscal year 2016.

At that time, he expected Yiguo to achieve profitability in 2018.

Data map: Hema Xiansheng.

How can the existing "Hema" be born "Yi Guo"

　　Under Ali's protection, Yi Guo got bigger and bigger.

Data in 2017 showed that 90% of Yiguo Fresh orders came from Tmall Supermarket.

However, the appearance of Ali's "pro son" Hema Xiansheng has made it marginal.

　　In 2015, Hema Fresh was established and then quickly emerged. Yiguo Fresh, which overlaps with Hema in business, is in an awkward situation.

In December 2018, Ali's organizational structure was adjusted, and Yiguo Fresh transferred the previous operation of Maochao Fresh to Hema Fresh.

　　Prior to this, Alibaba announced the formation of a Tmall supermarket business group to separate Taoxianda from the Hema business system. At the same time, Cainiao established a separate supermarket logistics team to connect and serve both Tmall supermarkets and Cainiao.

　　Why did Ali choose Hema instead of Yiguo?

　　Some analysts believe that most of Yiguo Fresh Foods adopts a central warehouse mode of operation, that is, the products are directly delivered from its own warehouse to the end customer.

The Hema adopts the pre-warehouse model, placing some products in small warehouses closer to consumers to ensure that the products can be delivered in the shortest time.

The latter is more economical in terms of timeliness and performance costs.

　　Although on the B side, Yiguo continues to provide supply chain and cold chain logistics support for Hema, RT-Mart, Tmall Supermarket Fresh, and Ele.me.

However, after the loss of the C-side business, Yiguo's performance, which was purely a B-side business, continued to be weak.

　　“The bankruptcy and reorganization of Yiguo Fresh Food can see the failure of its transformation.” said Mo Daiqing, a senior analyst at the E-commerce Research Center of the Net Economics Agency, said that Yiguo Fresh Food gained users and word of mouth when backed by Tmall Supermarket. When Ali turned it into a TO B company with services such as Hema, the advantages and reputation of Chengyiguo Fresh could not play a role.

　　"Ali's move caused Yiguo to face a'dilemma'. At the same time, the team has problems, which accelerated the'falling down' of Yiguo." Mo Daiqing said.

　　According to public reports from the media, Yiguo's former fresh food purchasing director Ge Moumou was taken away by the Shanghai Economic Investigation Department in 2017 due to corruption.

In a Jingkelong supermarket in Chaoyang District, Beijing, citizens buy fresh vegetables.

Photo by China News Agency reporter Jiang Qiming

Is fresh food e-commerce "blue ocean" or "blood ocean"?

　　In the fresh food industry known for burning money, Yiguo Fresh is not the first company to fall.

　　In May 2019, please announce the suspension of all stores in the community fresh supermarket.

In November 2019, Dairadish, a fresh food e-commerce platform, announced that mismanagement led to a break in the capital chain; community fresh e-commerce Miao Life also left the market sadly.

In December 2019, fresh food e-commerce company Ji and fresh CEO Tai Luyang announced that the company had failed in financing and its profit fell short of expectations, and it was layoffs and closed warehouses.

　　"At present, there are more than 4,000 fresh food e-commerce companies in China, only 4% break-even, 88% of losses, 7% are huge losses, and only 1% of the final profit." display.

　　In Mo Daiqing's view, since last year, fresh food e-commerce companies have frequently collapsed. Many fresh food e-commerce platforms are not outstanding in terms of product types, service experience and distribution, and they have always been burning money to cultivate the market and consumption habits. At the stage of development, this model that has not formed core competitiveness cannot last forever.

　　Although the players of fresh food e-commerce "have suffered heavy casualties", there are still many optimistic people.

In the first half of 2019, Meituan Maicai, Hema Vegetable Market, Ele.me Maicai, and Suning Market opened one after another. Dingdong Maicai and Pupu Supermarket received new financing during the same period.

　　The frequency of people using grocery shopping software has risen sharply during the epidemic, which has also brought new opportunities to the fresh food e-commerce industry.

The analysis report on the development of China's fresh food e-commerce industry in the first half of 2020 released by Fastdata shows that the stickiness of fresh food e-commerce users has soared in 2020, and the habit of online fresh consumption is rapidly developing.

　　"Affected by the epidemic in 2020, consumers' demand for fresh produce will increase rapidly, and the fresh food e-commerce market will have a significant increase in transaction scale. It is estimated that the fresh food e-commerce market will exceed 800 billion yuan by 2023." IResearch said.

　　According to data from the professional version of Tianyancha, as of August 25, in accordance with industrial and commercial registration, my country has established a total of 12,000 fresh food e-commerce related enterprises this year, a year-on-year increase of 21.2%.

Among them, nearly 6,600 related companies were added in the second quarter, a year-on-year increase of 52.3%.

　　"Competition in the fresh food e-commerce industry will continue to escalate, traditional retailers are super accelerating the expansion of online channels, and the layout of giants in fresh food e-commerce is also continuing to expand, which will accelerate the reshuffle of the original industry structure." iResearch said Because fresh food e-commerce companies face high logistics costs and operating costs, overall large-scale profitability is a long-term problem that is difficult to achieve. If you want to break through the "meshed", it is urgent to accelerate the realization of self-hematopoietic capabilities.

　　Have you bought fresh products online? Which fresh food e-commerce store did you buy them?

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