Fresh food online consumption is heating up and cost-effective experience limited online price standards are blurred

　　Consumers have become familiar with fresh food e-commerce from unfamiliar to familiarity, and have even become accustomed to placing orders online to buy daily fruits, vegetables, dairy products, etc. The price, convenience and product richness of fresh products are still important factors that fresh food e-commerce drives consumers to place orders. Local fruits and vegetables compete for prices, and imported fruits compete for types and freshness are already one of the factors that consumers measure. As the list of fresh food e-commerce entrants and outsourcing people continues to be updated, how to gain capital favor, please consumers and expand market recognition is becoming the most direct desire of fresh food e-commerce.

　　Increased market recognition

　　Judging from consumers' purchasing habits, fresh food e-commerce is gradually gaining recognition. A consumer who often buys fruits and vegetables at fresh food e-commerce said that due to the tight working hours and frequent overtime, buying fruits in vegetable markets and supermarkets is already an "impossible" thing, so buying fruits on e-commerce platforms has become the first choice. The consumer also said that he had already installed 5 fresh food e-commerce apps on his mobile phone, such as Tiantian Orchard, Benlai Life, MissFree, SF Express, etc. Before purchasing, he would always compare which one is more affordable and the fruits are more in line with the needs of the time, and he could always pick up sweet fruits.

　　For fresh food e-commerce companies involving fruits, vegetables, fish, meat, eggs and milk, the temptation of fruits is far higher than other categories. According to the report released by Sutu Research Institute, consumers' purchases of fruits, aquatic seafood and dairy products account for 26.42%, 23.24% and 18.24% respectively. The CEO of a fresh food e-commerce said that fruits on the platform have always been the main force in sales. Although vegetables, fish, eggs and milk also have considerable sales, consumers do not have a strong desire to buy. Sometimes they only buy together when buying fruits. The reason why the platform sells vegetables is on the one hand to meet more needs of consumers, and on the other hand, they want to use fruits to drive sales in other categories and thus expand sales.

　　Although consumers ' recognition of fresh food e-commerce is increasing, their trust is still very weak. "A consumer places an order ten times, and as long as there is a problem with one order, it may cause consumers to reduce their trust in the platform and even stop visiting it." The person in charge of running a small fresh food e-commerce platform said. The richness of the category, the freshness of the product, and the speed of logistics have always been the difficulties that fresh food e-commerce operators rack their brains to solve.

　　Consumer group younger

　　Since fresh food e-commerce is not restricted by regional space, consumers can purchase fresh food from other places without leaving home. In addition to purchasing local fresh food, imported fresh food has gradually come into the consumer's sight. Taking Tiantian Orchard as an example, South African grapefruit, Northwest American cherries, and New Zealand apples are all the main forces of fresh products on the platform, and the categories of imported fruits have also increased the richness of the platform's products. Consumers say that they always hope to buy more imported fruits and vegetables or organic, green and other foods through e-commerce platforms, both for the sake of trying out the new things and for improving the quality of life.

　　Young people have a strong ability to accept new things and have increasingly high requirements for quality of life. Therefore, fast and convenient fresh food e-commerce has become one of the consumption behaviors of young consumers. According to the survey data of Sutu Research Institute, users of fresh food e-commerce are mainly concentrated in young groups aged 26-35, of which 43% are male consumers and 57% are female consumers.

　　Online price standards blur

　　It is worth noting that for some fresh food products, the online price standards are relatively vague, and merchants' descriptions of products focus on taste and nutritional value. Indicators that can distinguish prices from other platforms or types are rare, which may be a roadblock to the further development of fresh food e-commerce.

　　More importantly, the product lacks accurate description of the quality. For consumers, it is difficult to distinguish the quality of vegetables and whether they are worth the money according to the corresponding price based on the category pictures used for display and the description of the main taste. According to the data, the quality of fresh products is divided into two parts: external and internal. The external quality includes the appearance standards such as the color, shape, and size of the product. The internal quality covers indicators such as taste, freshness, and maturity.

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