Fresh food e-commerce has many difficulties in laying offline layout, why is it difficult for life store shops to produce

　　Fresh food e-commerce companies that started with the Internet are not satisfied with the online "one acre and three-point land" and are targeting the offline market, but the omni-channel is not smooth sailing. On July 2, the self-operated physical store in Tiexiangsi Water Street, Tianfu New District, Chengdu was originally scheduled to open on June 30, but was once again postponed to July 7. Previously, public news showed that the store planned to officially open in early June. In the view of industry insiders, whether it is choosing to invest in existing physical supermarkets or using more direct self-built stores, fresh food e-commerce has become a trend to try offline. After experiencing the first failed offline trial, fresh food e-commerce still needs to break through many difficulties when trying again. At the same time, competitors of fresh food e-commerce have also added Yonghui Supermarket and Hema Fresh, which have their own physical genes.

　　Fresh food supermarkets do have a large market prospect, but they are also difficult to lay in the early stage. As the life staff said, "The opening of the entire store is more complicated than imagined." Problems such as employee training and in-store decoration hinder the opening time of the store. Even Hou Yi, CEO of Hema Fresh, who has been working online and offline for many years, faces similar difficulties. Hema Fresh's journey to Beijing has not been smooth. The Shilibao store, the first store in Beijing, which was originally scheduled to open in March and April this year, did not open until June after a property dispute.

　　Cao Lei said that the first thing to do is to build a physical store in fresh food e-commerce is to face an increase in operating costs. Store rent, decoration costs, water and electricity consumption, and personnel employment are pressures that fresh food e-commerce has never faced when operating online. Moreover, offline investment is long-term investment, and it is difficult to quickly earn costs in the short term. Once investors are not optimistic about the offline model of fresh food e-commerce, the fresh food e-commerce platform may be cut off. At the same time, the growth rate of in-store orders must be coordinated with e-commerce and form e-scale benefits. If online and offline customer flow cannot be carried out simultaneously, omni-channel operation will become an empty talk for fresh food e-commerce.

　　At the same time, the capital support behind fresh food e-commerce and the platform's financing capabilities are also one of the platform's comprehensive strengths. According to public information, in May last year, Benlai Life completed a total of US$117 million in rounds of C and C+ financing. The investors include Zhongcheng Alliance, CITIC Capital, Fuhou Capital, etc., with a valuation of between US$785 million and US$1 billion. From May last year to the present, Benlai Life has no public financing statement. As a competitor of Benlain Life, Yiguo Fresh is backed by Alibaba and completed a US$500 million C+ round of financing led by Suning and Goldman Sachs Group (China) in November last year; Tiantian Orchard is backed by JD.com and completed a D+ round of financing, including two rounds of RMB 100 million and a US$70 million round of financing.

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