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class="zhengwen"><a href="/Information/Tech/News/3326/332696.htm">正文</a></li> <li class="this" id="commentBar"><a href="/Comment_332696.html" style="text-decoration: none">我来说两?span>(已有<span class="fcred commentNum">0</span>人参?/span><span class="uqfg">)</span></a></li> </ul> </div> <div class="sub4textexpl"> <ul class="uqfg"> <li class="uqfg">2019/6/6 14:53:25</li> <li class="uqfg">类型:原?/li> <li class="uqfg">来源?span>电脑?/span></li> <li class="uqfg">报纸编辑?a id="editor" href="/EditorArticle/40/" style="text-decoration: underline; color: blue;">电脑?/a></li> <li class="uqfg">作者:@锌刻度记者许?/li> </ul> </div> <div class="sub4summary"> 【电脑报在线】最近,每日优鲜上线“优鲜超市”,其商品品类由蔬菜水果等生鲜产品延伸到美妆保健等日用产品。自此,每日优鲜开启了从生鲜电商到线上超市的过渡? </div> <div class="sub4text"> <h2 class="uqfg"><br /></h2><p> <a href="http://www.dncyp.club/">vs촬</a> www.dncyp.club <span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">最近,每日优鲜上线</span>“优鲜超市”,其商品品类由蔬菜水果等生鲜产品延伸到美妆保健等日用产品。自此,每日优鲜开启了从生鲜电商到线上超市的过渡?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">如同过去的诸多风口一样,面对这个赛道上强大而众多的对手,每日优鲜梦想成为下一?/span>3000亿元超级平台,能实现吗?</span></p><p><strong class="uqfg"><span style="color:rgb(84, 84, 84);">渴望匹敌京东与阿?/span></strong></p><p><span style="color:rgb(51, 51, 51);"> </span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">在过去近三年?/span>“生鲜市场争夺战”中,提前布局前置仓、上线无人零售业务便利购、升级会员业?.....这些先于国内其他垂直生鲜电商平台的玩法让每日优鲜在生鲜电商盈利难成为共识、不少同类平台相继遗憾离场的情况下,成功实现了在一线城市的全面盈利,其年营业额已经突破百亿规模,成为了生鲜电商领域的领军企业?/span></p><p><span style="color:rgb(51, 51, 51);"><img src="http://www.dncyp.club/pic/HJZ/2019/21/31.jpg" alt="" /><br /></span></p><p align="center"><span style="color:rgb(51, 51, 51);">2019年第一季度,每日优鲜领跑国内生鲜电商市?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">同时,在竞争中惯用的提前式布局手法也使其自</span>2014?0月创立起就备受资本喜爱:2014?2月,获得500万美元天使轮融资?015?月,获得1000万美元A轮融资;2015?1月,获得2亿元B轮融资;2016?月,?.3亿元B+轮融资;2017?月,?亿美元C轮融资;2018?月,?.5亿美元D轮融资?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">根据每日优鲜接受锌刻度记者采访时的书面回复来看,在每日优鲜看来,经过</span>4年多的发展,立足于自身现有体量以及其对供应链的深耕,足以使之直接与优质供应商对接,并达成规模采购,形成成本优势。且在此期间,其在智能化运营上的持续投入,也使之对用户需求有了一套精准洞察、精准预测的体系,帮助它提供更满足用户需求的商品?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">于是,它开始了新的探索</span>——做线上超市。王珺认为,不局限于只做生鲜电商,基于生鲜进行全品类拓展,进而成为超市才是每日优鲜的未来所在?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">据介绍,在每日优鲜今年的战略里,它会在前置仓放置</span>3000款左右的生鲜产品和便利性需求产品,以“优鲜超市”的形式为消费者提供“更多更省’的商品和服务。且对于未覆盖每日优鲜极速达业务的城市,“优鲜超”市恰好能填补该市场的空白?/span></p><p><span style="color:rgb(51, 51, 51);">?000亿的销售额,接?015年京东自营的交易额。每日优鲜希望用5?年,依托着零售行业最难做的生鲜易损品,与京东、阿里差异化经营,成为社区三公里范围内下一个超级平台。?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">于每日优?/span>CFO王珺而言,做线上超市似乎才是其与其他生鲜电商竞争的终极打法。而每日优鲜的终局,是要成为一个在社区三公里范围内足以与京东、阿里匹敌的又一大超级平台?/span></p><p align="justify"><strong class="uqfg"><span style="color:rgb(84, 84, 84);">于整个行业都至关重要的前置仓</span></strong></p><p align="justify"><span style="color:rgb(51, 51, 51);"> </span></p><p><span style="color:rgb(51, 51, 51);">“优鲜超市上线过后的表现超出预期。”每日优鲜回复锌刻度记者称?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">目前,每日优鲜最有力的武器,目前来看是在全国拥有</span>1500多个前置仓?/span></p><p><span style="color:rgb(51, 51, 51);">2015年,当每日优鲜决定All in前置仓时,它还是这个赛道上唯一的玩家。但如今,不论是对每日优鲜,还是对与之竞争的其他平台来说,前置仓都是至关重要的一环。虽然目前生鲜零售的线上渗透率还比较低,近年来加入生鲜线上化这个赛道的玩家所采取的模式也各不相同,但在当下,前置仓几乎已经成为所有入局者的标准配置?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">前置仓是什么?从本质上来说它就是一个可以通过前置供应链,开设在目标客群周围,能够辐?/span>1-3公里范围的高级线下“仓库”,除拥有最基础的储存功能外,还具有分拣、配送等功能。当建立前置仓后,商品先由中心仓(或批发市场、综合菜场等)运至前置仓,一旦有用户下单,因为距离用户足够近,下单后1小时即可送达?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">另外,前置仓所具有的智能化的分布式管理系统能帮助企业更好的管理好多个仓的选址、选品、人员配置、配送路径、供需补货等?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">也就是说,设置前置仓不光能够有效改善过去中国传统超市缺乏生鲜经营能力,商品周转慢、储藏环境、供需管理能力差、使用环境差等问题。还能极大降低冷链物流成本,进而缓解因生鲜损耗率过高而导致的成本居高不下这一难题?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">近年来,这些入局者一直在前置仓的配置上不断加码:叮咚买菜官网显示线下服务?/span>(前置?数量已达 345 个;盒马鲜生在盒马门店内仓开?00平米的前置仓,专门在线上销售平价菜;美团买菜在北京、上海的服务站总数已达10?.....</span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">叮咚买菜副总裁俞乐此前就已表示了对前置仓模式的认可?/span>“仓比店简单,我们将流程设定好,通过大数据使得整体仓的执行效率透明化,这样就可以在整体仓里去实现大规模的复制和扩张。?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">而对于每日优鲜来说,前置仓如今正是其发展线上超市的基础所在,也是目前乃至未来打造升级的重点?/span></span></p><p align="center"><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;"><img src="http://www.dncyp.club/pic/HJZ/2019/21/32.jpg" alt="" /><br /></span></span></p><p align="center"><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">每日优鲜前置仓里</span>,员工正在按订单拣?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">根据每日优鲜提供的数据,每日优鲜在全国拥?/span>200?.0前置仓(2.0版本仓内划分有冷藏、冷冻、常温、活鲜等多个区域,用来存放有不同保鲜要求的商品)?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">年底,所有前置仓都将升级?/span>2.0版,为生鲜电商向线上综合超市方向发展硬件基础。甚至,它还正在研发3.0版前置仓,希望探索仓内的少人化、智能化,让前置仓能够更加精简成本、易规模化复制。“相比其他业态,前置仓模式更有成本结构优势,才是推动生鲜线上化的主体业态。?/span></p><p><strong class="uqfg"><span style="color:rgb(84, 84, 84);">3000亿超级平台梦想难?/span></strong></p><p align="justify"><span style="color:rgb(51, 51, 51);"> </span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">不过,建仓容易养仓难,这是一道由用户、定价、选址、选品、补货、配送、营销等多个实时动态变量组成的复杂方程式,其命运取决于前端快速的配送服务和后端的全球供应链?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">有业内人士就认为,前置仓模式在终端主要取决于两大变量。一是客单价是否足够高,毛利是否能够覆盖配送等履约成本;二是单个前置仓</span>1-3公里的服务半径内,订单密度是否足够大,选品和备货是否有精准性,能否摊销建仓、租金、人力等硬性成本支出?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">可以说,满足硬件基础,只是每日优鲜向线上综合超市转型的第一步,每日优鲜面临的困难才刚刚开始?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">很大程度上,每日优鲜之前的成功,是基于差异化竞争,主打蔬菜水果市场,用户已经形成一个思维:买水果上每日优鲜?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">如今向综合超市方向发展,则需要潜移默化地改变用户购买习惯,在买水果时顺带买其他生活用品,可问题是多数用户有自己的网购习惯,为何一定要改变?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">电商赛道之前有阿里巴巴与京东联手称雄多年,无数后入者想追赶都已失败告终,这是为何?模仿的再好也无法跟上巨头的脚步,只有另辟蹊径才可勉为其难?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">拼多多走了极致低价路线,下沉四五线城市、农村市场,成为电商第三极?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">就算想学拼多多,每日优鲜也很难,一是没有公司没有这个基因文化,二是下沉市场竞争激烈,已容不下第二个拼多多,三是资本市场也不会支持每日优鲜烧钱血拼?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">那每日优鲜的线上综合超市如何与天猫超市、京东超市进行差异化竞争?拼商品质量,还是拼物流速度?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">拼商品质量就不用指望了,主流商品各个平台都会有,质量不会有太大差别,而小众商品受众面又太小,再说每日优鲜也很难找到大量独家日常生活用品?/span></span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">拼物流速度也不靠谱。天猫有菜鸟网络,京东有京东物流,虽然每日优鲜也有自营的配送团队极速达,但覆盖面积较前两者更小,为此</span>“优鲜超市”不得不与京东物流合作?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">业内人士告诉记者,每日优鲜渴望成为天猫、京东那样的超级平台,目标定得过高,而自身实力并不够,其竞争对手应该?/span>1号店之类?/span></p><p><span style="color:rgb(51, 51, 51);"><span style="font-family:宋体;">理想很丰满,现实很骨感。如此看来,每日优鲜的转型之路需要一步一个脚印,先站稳脚跟,才去畅想</span>3000亿元市场规模,与天猫、京东如何同台竞技的问题?/span></p> </div> <div class="invest" id="vote" style="display: none"> </div> <div class="s4pg martop10"> <div class="pager"> </div> </div> <div class="sub4frht"> 本文出自2019-06-03出版的《电脑报?019年第21?A.新闻周刊</br> (网站编辑:PCW-hjz)</br> </br> </br> </div> </div> <div class="share"> <table> <tr> <td> <div class="bdsharebuttonbox"> <a href="#" class="bds_kaixin001" data-cmd="kaixin001" title="分享到开心网" style="float: right; padding-left: 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