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鲜花电商下半场:供应链是关键!

  有0人浏览   日期:2019-08-08

文章摘要: 由于鲜花行业的运输难、保鲜期短的特点也让其电商之路充满挑战。业内分析认为,如今鲜花电商竞争进入下半场,供应链及配送环节尤为关键。同时,平台还应寻求更大的发展空间,联动其他商品销售,扩大消费者对于平台商品的需求量。......

近年来,借助互联网的力量和仓储技术的提升,鲜花电商也一度成为风口。有数据显示,2013年至2017年,鲜花电商领域共完成融资47笔,野兽派、最美花开、花点时间、Roseonly、FlowerPlus花加、鲜花说等鲜花电商平台陆续获得融资。不过,由于鲜花行业的运输难、保鲜期短的特点也让其电商之路充满挑战。业内分析认为,如今鲜花电商竞争进入下半场,供应链及配送环节尤为关键。同时,平台还应寻求更大的发展空间,联动其他商品销售,扩大消费者对于平台商品的需求量。

In recent years, with the help of the power of the Internet and the improvement of storage technology, flower e-commerce has once become a tuyere. Data show that from 2013 to 2017, a total of 47 funds were financed in the field of flower e-commerce, and other flower e-commerce platforms, such as Fauvism, the most beautiful flowers blooming, spend some time, Roseonly, Flower Plus and Flower Talk, have been financed one after another. However, because of the difficulty in transportation and short shelf life of the flower industry, its e-commerce road is full of challenges. Industry analysis shows that the competition of flower e-commerce enters the second half, especially in the supply chain and distribution links. At the same time, the platform should also seek greater space for development, linkage with other commodity sales, and expand consumer demand for platform commodities.

鲜花电商一度成为风口

Flower e-commerce once became the outlet

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传统鲜花交易的流通渠道集中在线下,一般来说,鲜花从花农手中,要经过交易市场、一级、二级批发商等发往全国各中小城市,并最终送至消费者手中。据艾瑞咨询《2018年中国鲜花电商行业及用户研究报告》,这个流通环节过多则造成交易时间长、鲜花耗损严重,且中间每层批发商至少加价15%~20%,末端的花店零售环节,在维持店铺运营盈亏平衡情况下,至少加价60%,最终的成本均由消费者端来承担。

Traditionally, the circulation channels of flower trade are concentrated offline. Generally speaking, flowers are sent from flower farmers to small and medium-sized cities throughout the country through trading markets, first-class and second-class wholesalers, and eventually to consumers. According to Erie Consulting's Research Report on China Flower E-commerce Industry and Users in 2018, the excessive circulation links lead to long transaction time and serious flower wastage, and wholesalers at each level in the middle increase their prices by at least 15%-20%. Flower retail links at the end of the store increase their prices by at least 60% in order to maintain the balance of profit and loss of the store operation. This is the responsibility of consumers.

而鲜花电商模式的介入,直接对接花农与花店、消费者,缩短了中间的流通环节。“线上鲜花电商没有线下门店运营造成的成本负担,同时减少区域局限对市场发展的阻碍。此外,鲜花库存的管理也会更容易,订单也更稳定。”艾媒咨询分析师李松霖告诉记者。

The intervention of flower e-commerce mode directly connects flower growers with flower shops and consumers, shortening the circulation link in the middle. "online flower e-commerce does not have the cost burden caused by off-line store operation, while reducing the impediment of regional limitations to market development. In addition, the management of flower inventory will be easier and orders will be more stable. Ai media consultation analyst Li Songlin told reporters.

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基于此背景,鲜花电商也一度成为风口。据艾瑞咨询统计,2013年至2017年期间,鲜花电商领域共完成融资47笔,大部分是集中在B轮以前的中早期投资,相对应融资金额以千万级及以下居多。从时间上来看,2015和2016年是资本市场投资的热潮期,包括上市在内,2015年共有17笔融资活动,2016年有15笔,占到五年间总体融资活动的68%。

based on this background, flower e-commerce has once become a tuyere. According to Erie Consulting Statistics, from 2013 to 2017, a total of 47 financing projects were completed in the field of flower e-commerce, most of which were concentrated in the early and mid-term investment before Round B, with the corresponding financing amount of tens of millions or less. In terms of time, 2015 and 2016 are booming periods of capital market investment, including listing. There are 17 financing activities in 2015 and 15 in 2016, accounting for 68% of the total financing activities in five years.

比如,花集网在2015年获得两次融资,合计金额超过亿元;宜花科技在2015年-2016年间完成了4轮融资,合计数千万美元;爱尚鲜花2015年完成两轮融资,获得上亿元金额。

For example, Huaji received two rounds of financing in 2015, totaling more than 100 million yuan; Yihua Technology completed four rounds of financing between 2015 and 2016, totaling tens of millions of dollars; Aishan Huahua completed two rounds of financing in 2015, and received hundreds of millions of yuan.

但从2017年开始,融资活动则集中在几家入局时间较早的企业中。记者梳理发现,泰笛科技在2017年3月获得C轮融资1.5亿元;花点时间在2017年7月完成B轮亿元以上融资,投资方有经纬中国,而在此前花点时间已先后获得了青山资本、梅花天使、清流资本等知名投资机构的投资;Flowerplus花加也在2017年7月获得金额数亿元的新一轮融资,真格基金入局。其中,花集网、爱尚鲜花、泰笛科技等3家企业于2015年开始先后在新三板上市。

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However, since 2017, financing activities have been concentrated in several early-entry enterprises. Reporters found that in March 2017, Tate Technologies received 150 million yuan in round C financing; spent some time in July 2017 to complete round B financing, the investors have latitude in China, and spent some time before has been obtained Qingshan Capital, Plum Angel, liquidation capital and other well-known investment institutions; Flowerplus Huaga also in 2. In July, 2017, the True Fund was awarded a new round of financing with a total amount of hundreds of millions of yuan. Among them, Huaji Net, Aishan Flowers, Tate Technology and other three enterprises began to list on the new third board in 2015.

小编梳理发现,目前国内鲜花电商为了提高品质分别在冷链、冷库、生产线上下了不少工夫,Flowerplus花加、听花、花点时间等均搭建了城市冷仓、冷链,以及进口自动包花束生产线和快速预冷设备。“鲜花电商服务对于平台供应链以及配送环节要求很高,否则鲜花的损耗对于企业方面造成的成本负担很高。而且配送业务的成本高昂,对于电商运营也是一大挑战。”李松霖说。

In order to improve the quality of flower products, domestic flower merchants have made great efforts in cold chain, cold storage and production line. Flowerplus flower-adding, flower-listening and time-consuming have built urban cold warehouse, cold chain, imported automatic wrapping flower-bouquet production line and fast pre-cooling equipment. "Flower e-commerce service requires a high level of platform supply chain and distribution links, otherwise the loss of flowers will cause a high cost burden for enterprises. And the high cost of distribution business is also a big challenge for e-commerce operation. Li Songlin said.

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另外,鲜花电商在盈利方面也还有待挖掘。曹磊向记者表示,目前鲜花电商营销模式单一,此时如果其他互联网巨头只要“烧”一点小钱,去整合线下鲜花店,也许就可以秒杀鲜花电商。“鲜花消费目前还是集中于相应节日,存在周期性,日常鲜花消费习惯尚未普及,因此单纯依靠鲜花订阅带来的盈利是不够的。”李松霖认为,“鲜花电商平台要寻求更大的发展空间,一方面是联动其他商品销售,如小件家居商品等,扩大消费者对于平台商品的需求量;另一方面,需要逐渐往下沉市场延伸。此外还可以瞄准局部地域进行深耕发展,降低供应链和配送环节带来的成本负担。”

In addition, the profitability of flower e-commerce needs to be explored. Cao Lei told reporters that the current flower e-commerce marketing model is single, at this time, if other Internet giants only "burn" a little money to integrate offline flower shops, maybe they can kill flower e-commerce seconds. "Flower consumption is still concentrated on the corresponding festivals, there are periodic, daily flower consumption habits have not yet been popularized, so relying solely on the profits of flower subscription is not enough." Li Songlin believes that "flower e-commerce platform should seek greater development space. On the one hand, it should link other commodity sales, such as small household goods, to expand consumer demand for platform commodities; on the other hand, it needs to gradually extend to the sinking market. In addition, we can also aim at local areas for further development, reduce the cost burden of supply chain and distribution links.

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