The core data of this paper: the development history of fresh e-commerce industry, the transaction scale and growth rate of fresh e-commerce industry, and the penetration rate of fresh e-commerce industry.
The development of fresh e-commerce has twists and turns.
The development of fresh e-commerce in China can be divided into three stages: market exploration period, market start-up period and tortuous growth period. 2065 438+03- Up to now, it has been called the growth period of fresh e-commerce. From 20 13 to 20 16, businesses represented by SF Express, Traceable Life, 1 Fresh, Original Life, Tuotuo Commune, Delicious Qiqi, Futian, Vegetable Housekeeper and 15 Branch all received strong capital injection. At the same time, with a series of expansion and mergers and acquisitions, China's fresh e-commerce industry has gradually grown from small to beautiful, and then to large and comprehensive.
During the period of 20 16-20 19, the industry was swept by low tide, and there were layoffs, bankruptcies and capital chain breaks in the industry. However, the outbreak of the epidemic at the end of 20 19 suddenly ushered in a big outbreak in the online market as a daily necessity, and the surge in demand ushered in a "rebirth" for fresh e-commerce companies that were on the verge of collapse. Daily Fresh, Box Horse Fresh, Ding Dong Food, Suning Fresh, Yonghui Home, Wal-Mart Home, etc. all experienced a large increase in orders during the Spring Festival epidemic prevention period.
There are many innovative modes of domestic fresh e-commerce. At present, participants in the fresh e-commerce industry can be divided into three categories: e-commerce supermarkets, vertical e-commerce, O2O, and industrial e-commerce.
The representative enterprises of e-commerce supermarkets are JD.COM Supermarket, Tmall, Suning.cn Supermarket, 1 Store, Yonghui Supermarket, Carrefour, Ewanjia, RT Mart Youxian, JD.COM, Tmall, Pinduoduo, Metro and I An Baili.
The representative enterprises of vertical e-commerce include Yiguo Fresh, Original Life, Womaiwang, Tiantian Fresh, Tiantian Orchard, COFCO Womaiwang, Fresh Life, Fresh Direct Supply, Fresh Romance, Fan Xin and so on.
The representative enterprises of O2O include Ding Dong Shopping, CHILDLIFE, 7FRESH, Meituan Shopping, Duodian Dmall, Su Xiansheng, Elephant Fresh, Le Life, Le Chun, Youguocang, Yipin Yijia, Boxma Fresh, Fresh Wharf, Renren Food Market, Yimixian, Fruit 1 and so on.
The representative enterprises of industrial e-commerce include vegetables, chain farmers, an acre of land, fresh seafood at sea, flower market, splendid fresh food, micro-farmers, excellent products, vegetable prices, small farmers, minutes, excellent frozen, Song side dishes, American dishes, food chains and delicacies.
The monthly users of fresh e-commerce exceed 40 million.
In 2020, the average daily active number was more than 8 million, reaching 8.397 million in the fourth quarter of 2020, an increase of 25.97% compared with the fourth quarter of 20 19. In 2020, the monthly average of fresh e-commerce will be over 40 million.
With the increase of promotional activities such as Shuang 1 1 2 and the cold weather, the epidemic situation rebounded in some areas, which increased the demand for fresh food, and the user activity of the fresh e-commerce industry showed a steady upward trend in the last two months.
The scale of fresh e-commerce transactions continued to grow.
In 2020, the national fresh e-commerce transaction scale was 364,654.38+300 million yuan, an increase of 255.45 billion yuan compared with 20 19, with a year-on-year increase of 42.54%. Although the scale of fresh e-commerce has increased, the growth rate has continued to decline. From 20 15 to 20 19, the growth rate has been declining all the way, and it will increase in 2020, mainly due to the epidemic situation and the Spring Festival. In the first half of 200210, the transaction scale of fresh e-commerce was about 236.25438 billion yuan.
In 2020, the penetration rate of fresh e-commerce industry in China reached 7.63%, the highest in history; Compared with 4.67% in 20 19, the permeability increased by 63.38% year-on-year. Influenced by entrepreneurship, investment and giants, the penetration rate of fresh e-commerce has increased rapidly in recent years. During the seven years from 20 13 to 20 19, the permeability increased from 0.36% to 4.67% respectively, increasing by 4.3 1 percentage point. The growth rate of permeability reached its peak in 20 15 years, and the industry permeability continued to increase from 20 16 years to 20 19 years, but the growth rate dropped year by year.
The above data refer to Forward-looking Industry Research Institute's China Fresh E-commerce Industry Solutions and Investment Strategy Planning Report.