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TMCNet:  ReportsnReports.com: China Fresh Food E-commerce Market 2013-2014 Research Report

[March 04, 2014]

ReportsnReports.com: China Fresh Food E-commerce Market 2013-2014 Research Report

(M2 PressWIRE Via Acquire Media NewsEdge) ReportsnReports.com offers "Report on Operation and Investment Strategy of China's Fresh Food E-commerce Industry" in its store. China's agriculture has stepped into a period of high-speed development, and the agriculture industry as a whole is faced with many development opportunities such as the improvement of industrialization, the improvement of industrial integration, the speeding-up of logistics and information, and the diversification of development channels, which, on the whole, signifies the change from "traditional agriculture" to "modern agriculture". The so-called modern agriculture, a concept in comparison with the traditional agriculture, refers to the socialized agriculture with wide application of production material and scientific management method provided by modern science and technology and modern industry. Compared with the traditional agriculture of the small-scale production pattern, the modern agriculture is an agriculture mode with the characteristic of high input and high output. Complete report is available at http://www.reportsnreports.com/reports/274846-report-on-operation-and-investment-strategy-of-chinas-fresh-food-e-commerce-industry-.html .

China has stepped into the mid-stage of industrialization, and the relationship between industry and agriculture is changing into the pattern of industry supporting agriculture. With the policy support and encouragement, the constant innovation of agricultural production management technology, the constant improvement of consuming capability and food safety awareness of the public, China's new agricultural industry has aroused great concern from investors.

In such a context, the E-commerce of agricultural products/fresh food enjoys prosperous development. Its sales revenue grows rapidly. According to the 2012 Ali Agricultural Products E-commerce White Paper by Ali Research Center, the number of online shops engaging in the sales of agricultural products in the Ali platform exceeded 260,000 and the sales revenue of agricultural products reached nearly 20 billion Yuan. It is estimated that the number of online shops engaging in the sales of agricultural products will exceed 1 million in 2013, and the sales revenue of agricultural products will exceed 50 billion Yuan in 2013 and 100 billion Yuan in 2014.

Meanwhile, we also noticed that the E-commerce rate in the sales of agricultural products is less than 1%, while E-commerce rate of the cosmetic products retail was 16.3%, E-commerce rate of 3C products retail was 15.6% and the E-commerce rate of clothes retail was 14.3% in 2011. The trade of agricultural products, especially the fresh agricultural products, is considered the last fertile land of E-commerce and the most difficult one to handle.

Recently, E-commerce platforms such as JD.com, Store No.1, and many industry giants, such as SF Express and COFCO, all enter into the E-commerce filed of fresh agricultural retail, a "blue sea" in the eyes of industry insiders. On the other hand, currently only some direct E-commerce business of fresh agricultural products could gain profits, and the market has come to question the commercial pattern of the direct E-commerce of fresh agricultural products.

Whether the fresh food E-commerce has a promising future? What is the future development trend of the industry? Which commercial patterns and operation strategies will be successful? And where are the potential investment opportunities in the production and circulation of agricultural products? This report will use methods such as Five-Force model industry analysis, the value chain analysis and SWOT analysis to analyze the data of E-commerce enterprises and seek answers to the above questions, analyze the current condition of the industry, provide scientific prediction of the future development of the industry, so as to provide precise reference for each practitioners the investors, and the government departments engaging in the circulation of fresh agricultural products.

Analysis of companies covered in Report on Operation and Investment Strategy of China's Fresh Food E-commerce Industry include: TooToo farm -"Online Food Supermarket", Resourceful Benlai.com, SFbest - Collecting Best Food of the Globe, COFCO Womai.com- State-owned E-commerce, Fieldschina.com and OABC- Focusing on Organic Food and back to B2C. Order a copy of this report at http://www.reportsnreports.com/Purchase.aspx?name=274846 .

Table of Contents for Report on Operation and Investment Strategy of China's Fresh Food E-commerce Industry include: Part One: Macro Industry Environment of Fresh Food E-commerce 1 I. Global Macro-Economy and Online Shopping Market Environment 1 1. The Weakening and Highly Uncertain Global Economic Prospect 1 2. Rapid Development of Global Online Shopping Market 2 II. Analysis of Agricultural Products Value Chain 3 1. Overview of Agricultural Products Value Chain 3 2. Anlysis of Main Links 5 2.1 Production and Processing 5 2.1 Middle Link 5 2.3 Marketing and Consumption 5 III. Modern Agriculture Pattern of Developed Countries 6 1. The Direct Production-Sales Pattern Repesented by "American Pattern" 6 1.1 Agricultural Production of America 6 1.2 Domestic Agricultural Products Consumption of America 8 1.3 Agricultural Products Trade of America 9 1.4 Ciculation Pattern of Agricultural Products in America 10 2. The Auction Market Represented by "West Europe Pattern"--France 11 2.1 Agricultural Production of France 12 2.2 Domestic Agricultural Products Consumption of France 13 2.3 Agricultural Products Trade of France 13 2.4 Ciculation Pattern of Agricultural Products in France 15 3. The "Japan-South Korea Pattern" of Small-Scale Peasant Economy--- South Korea 16 3.1 Agricultural Production of South Korea 16 3.2 Domestic Agricultural Products Consumption of South Korea 17 3.3 Agricultural Products Trade of South Korea 18 3.4 Pattern of Agricultural Products Produciton and Ciculation in South Korea 19 IV. China's Agricultural Industry Reform and Development of E-Commerce 21 1. Factors Affecting China's Agricultural Development 21 1.1 China's Overal Economic Background 21 1.2 Political Factors Promoting the Rapid Development of China's Agriculture 22 1.3 Impact of Urbanization 24 1.4 Agricultural Production Factors 27 1.5 Production Standard of Agricultural Products 29 1.6 China's Agricultural Products Trade 30 2. Outlook of China's Modern Agiruclture Development 31 2.1 Bulk Commodities Will be Increasinly Dependent on Import 31 2.2 The Development of Agricultural Cooperatives Needs More Policy Support 31 2.3 Centralized Land Operation -The Uprising of Large-Scale Agricultural Enterprises and Family Farm Pattern 32 2.4 The Circulation Pattern Is Faced with a Great Reform 32 3. Development of China's Online Shopping Market 33 Part Two: Definition of Fresh Food E-commerce and Analysis of Competition Environment 35 I. Analysis of the Fresh Food E-commerce Patterns 35 1. Definiton of Fresh Food E-commerce and Overview of the Market 35 2. E-commerce Platforms: Represented by Store No.1, JD.com, and Tmall 36 3. Self-Owned Base + Online Stores +Home Delivery: Represented by Tony's Farm and OABC. 37 4. Self-Owned Base + Purchasing +Online Stores + Delivery: Represented by TooToo farm 38 5. Purchasing +Online Stores + Delivery: Represented by SFbest, Benlai.com, Womai.com, Fieldschina.com, and yiguo.com, etc. 39 6. Comprehensive E-commerce under Traditional Supermarkets: Sam's Club and Loogoo.com 39 7. Single Type Professional Business/Business at E-commerce Platform: Fruitday.com 40 II. Analysis of Main Fresh Food E-commerce Representatives 41 1. TooToo farm -"Online Food Supermarket" 41 2 Resourceful Benlai.com 47 3. SFbestCollecting Best Food of the Globe 55 4. COFCO Womai.comState-owned E-commerce 60 5. Fieldschina.comCaught the Stomach of Foreigners 64 6. OABCFocusing on Organic Food and back to B2C 67 III. Analysis of Competition Environemnt of Fresh Food E-commerce 72 1. Bargaining Power of Suppliers 72 2. Threat from Alternative Channels 73 2.1 Offline Large-Scale Retail Stores 73 2.2 Innovative Fresh Food Supermarket 74 3. Threat from New Entrants 74 3.1 Online Stores Opened by Traditional Supermarket Giants 74 3.2 Online Stores Possiblly Opened by Large-Scale Enterprises Upstream of the Agricultural Industry Chain 75 4. The Bargaining Power of Customers 75 5. Competition in the Industry 75 Part Three: Analysis of the Operation Strategy of Fresh Food E-commerce 77 I. Logic of Fresh Food E-commerce Pattern 77 1. Target Customers and Orientation of Fresh Food E-commerce 77 2. Business Pattern of Fresh Food E-commerce 78 3. Profit Pattern of Fresh Food E-commerce 80 II. Product Structure Management of Fresh Food E-commerce 80 1. Product Type Choice of Fresh Food E-commerce 81 2. Single Commodity Optimizaiton of Fresh Food E-commerce 82 3. Price Strategy of Fresh Food E-commerce 83 III. Supply Chain Management of Fresh Food E-commerce 83 1. Supplier Management of Fresh Food E-commerce 83 2. Warehouse Management of Fresh Food E-commerce 84 3. Logistics Optimization of Fresh Food E-commerce 84 IV. Slaes Promotion and Market Activities Management of Fresh Food E-commerce 85 1. Sales Promotion Strategies of Fresh Food E-commerce 85 2. Marketing and Promotion Activities of Fresh Food E-commerce 85 3. Advertising Strategies of Fresh Food E-commerce 85 V. Expansion Management of Fresh Food E-commerce 86 1. Products Line Expansion of Fresh Food E-commerce 86 2. Trans-Regional Expansion of Fresh Food E-commerce 87 Part Four: Risks and Challenges for Fresh Food E-commerce 88 I. Macro-economic Environment 88 1. Riska of Economic Downturn and Tightening of Residents' Shopping Expenses 88 2. Speed of Customers' Shopping Habit for Online Fresh Food Products 88 3. The Policy for the Tranferring of Production Factors such as Land and Foresty Land Is Unclear 88 II. Upstream Links 88 1. Risks of Products Quality Safety 89 2. Risks of Stable Supply of Fresh Agricultural Products 89 III. Internal Controls 89 1. Bottleneck of Fresh Food E-commerce Talents 90 2. Control of Fresh Food E-commerce Internal Workflow 90 3. Risks from the Capital Application and Asset Liquidity of Fresh Food E-commerce 91 IV. Downstream Links 91 1. The Cold Chain Logistics Industry Still Needs Improvement 92 2. Risks from the Logistics and Delivery of Fresh Food E-commerce 92 3. Brand Building and Maintainence of Customers Loyalty of Fresh Food E-commerce 93 4. Risks from the After-Sale Service to Customers of Fresh Food E-commerce 93 V. Increased Competition in the Industry 93 Part Five: Future Development and Investment Opportunities of Fresh Food E-commerce 94 I. Development Trend of Foreign Fresh Food E-commerce 94 1. Inadequate Popularity of Fresh Food E-commerce and the Fierce Competition Online and Offline 94 2. Diversificaiton of Fresh Food E-commerce Platform Business Pattern and Differentiated Operation 94 3. Stable Operation and Slow Expansion of Fresh Food E-commerce 95 II. Analysis of Leading Fresh Food E-commerce Cases in Developed Countries 95 1. Webvan, a B2C Case Which Failed in the Early Stage 95 2. FreshDirect, Which Conducts Stable Operation and Slow Expansion 96 3. Peapod, an Innovative C2B2B Pattern 97 4. Ocado, the "Store No.1" in Britain 97 5. Amazon Fresh: a Trial of an Industry Giant 97 6. Relay Food, a C2B2F Pattern Connecting Farmers and Customers 98 7. Instacart: a New Financing Case of C2B2B Pattern 98 II. Analysis of China's Non-Fresh-Food E-commerce Cases and the Inspiration 99 1. dangdang.com ( E-commerce Platform and Department Store & Bookstore) 100 2. Vipshop.com(Platform for Fashion Shopping &Discount Flash Purchases) 102 III. Outlook of China's Fresh Food E-commerce Market 104 1. Impact of Capital on the Market Status Quo of China's Fresh Food E-commerce 104 2. Estmate of China's Future Fresh Food E-commerce Market Scale 106 3. Estmate of China's Future Fresh Food E-commerce Profitability 107 4. Analysis and Judgment on the Direction of China's Fresh Food E-commerce Industry Development 110 4.1The Development Speed of China's Fresh Food E-commerce Will Exceed That of Other Countries 110 4.2 Fresh Food E-commerce Will Overthrow the Traditional Theory of "Demand Determining the Supply". 110 4.3 Form Determines the Content and the Key is its Orientation 110 4.4 Customer Experience Determines the Success of the Fresh Food E-commerce 110 IV. Evaluation of the Investment Opportunities in China's Fresh Food E-commerce Market and Upstream & Downstream Markets 111 1. Reasonable Evaluation of a Fresh Food E-commerce Business 111 2. Investement Opportunities in the Upstream Industry of China's Fresh Food E-commerce ?Front-end Resources? 112 3. Investement Opportunities in the Downstream Industry of China's Fresh Food E-commerce?Distribution of Warehouses and Logistics ? 113 4. Investement Opportunities in China's Fresh Food E-commerce Industry ?Platform Channels? 114 Appendix 115 Fresh Food E-commerce Namelist 115 List of Tables Table 1 Value Chain of Agricultural Products 3 Table 2 Top 15 of Agricultural Products Output Value in America 8 Table 3 Top 10 Types of Agricultural Products Exported by America 9 Table 4Top 10 Types of Agricultural Products Imported by America 10 Table 5 Top 15 Goods of Agricultural Products Production in France 13 Table 6 Top 10 Types of Agricultural Products Exported by France 14 Table 7 Top 10 Types of Agricultural Products Imported by France 15 Table 8 Top 10 Agricultural Products in Terms of Output Value in South Korea 17 Table 9 Main Agricultural Products Imported by South Korea 19 Table 10 No.1 Document by the Central Committee of the Chinese Communist Party and the State Council 2003-2013 22 Table 11 Output of China's Main Agricultural Products 30 Table 12 Categorization of Fresh Food E-commerce Patterns 35 Table 13 SKU Statistics of TooToo Farm 43 Table 14 SKU Statistics of Benlai.com 52 Table 15 SKU Statistics of SFbest 57 Table 16 SKU Statistics of COFCOWomai.com 62 Table 17 SKU Statistics of Fieldschina.com 65 Table 18 Some Production Bases of OABC 69 Table 19 Circulation Channels of Fresh Food 73 Table 20 Analysis of the Orientation of Main E-commerce Enterprises 78 Table 21Analysis of the Main Business Patterns of Fresh Food E-commerce 80 Table 22 Categorized Statistics of the Sales of Main Fresh Food E-commerce 81 Table 23 Puchasing Principles of Benlai.com and TooToo Farm 84 Table 24 Statistics of Fresh Food Delivery Temperature 86 Table 25 Constrast of Cold Chain Logistics Between China and Foreign Countries 92 Table 26 Fresh Food E-commerce Patterns in Foreign Countries 95 Table 27 Establishment Time and Covered Cities of Fresh Food E-commerce in Foreign Countries 95 Table 28 Contrast Between Flow Rate of Main Fresh Food E-commerce Online Stores and Ranking of Websites 105 Table 29 Disclosure of Investment Cases in Fresh Food E-commerce 105 Table 30 Composition of the Cost of Fresh Food E-commerce Enterprises 111 Table 31 Analysis of Investment Opportunities in the Upstream Industry of Fresh Food E-commerce 112 Table 32 Analysis of Investment Opportunities in the Downstream Industry Fresh Food E-commerce 113 List of Figures Figure 1 Changes of Annual Global Economic Growth Rate and Estimation 1 Figure 2 Global Online Shopping Market Scale and Estimation 2 Figure 3 Proportion of Global Online Shopping Expenses on Disposable Income 3 Figure 4 Agricultural Industry Value Chain 4 Figure 5 Changes of America GDP and Estimation of the Future 6 Figure 6 Changes of American Agricultural GDP, 2003-2010 7 Figure 7 Distribution of American Farm Land Rights & Interests 7 Figure 8 Contrast Between American Consumer Price Index and Food Commodity Price Index, 1990 2020 8 Figure 9 American Agricultural Products Import & Export Trend 9 Figure 10 Main Ciruclation Patterns of Agricultural Products in America 10 Figure 11 Changes of France GDP and Estimation of the Future 11 Figure 12 Changes of France Agricultural GDP, 2001-2010 12 Figure 13 Consumer Price Index Trend in France and the Estimation 2000 2020 13 Figure 14 Agricultural Products Import & Export in France 14 Figure 15 Main Ciruclation Patterns of Agricultural Products in France 15 Figure 16 Agricultural Production Value of South Korea , 2005-2011 16 Figure 17 Contrast Between Consumer Price Index and Agricultural and Aquatic Products Commodity Price Index in South Korea, 2007 2012 18 Figure 18 Agricultural Products Export in South Korea 18 Figure 19 Agricultural Products Import in South Korea 19 Figure 20 Main Ciruclation Patterns of Agricultural Products in South Korea 20 Figure 21 Chinese Population and Estimation of Per Capita GDP Growth 21 Figure 22 Chinese Food Retail Price Index Agricultural Products Price Index and Nomial GDP Growth Rate 22 Figure 23 Changes of Chinese Government's Minimum Purchase Price of Various Rice 23 Figure 24 Annual Subsidy of Main Agricultural Subsidy Types in 2008-2012 23 Figure 25 Estimation of China's Urban Populaiton Growth 24 Figure 26 China's Population Migration 25 Figure 27Contrast Between China's Urban Residents and Rural Residents in Terms of Per Capita Annual Food Expenses 26 Figure 28 Contrast Between China Urban Residents and Rural Residents in Terms Per Capita Income 26 Figure 29 Contrast Between China's Urban and Rural Food Consumption Structure 27 Figure 30 China's Per Capita Area of Farmland 28 Figure 31 China's Agrucultural Water Consumption 28 Figure 32 China's Agricultural Population 29 Figure 33 Global Grain Unit Yield 29 Figure 34Contrast Between China's Large Agriculture Output Value and Growth of Agricultural Products Import& Export Volume 30 Figure 35 China's Agricultural Products Trade Volume and Balance Changes 31 Figure 36 Online Shopping Trade Scale and Growth Rate 33 Figure 37 Growth of China's Netizen and Penetration Rate of Online Shopping 34 Figure 38 Categorized Proportion of Commodities Bought by Chinese Online Shoppers 34 Figure 39 Tradititonal Agricultural Products Supply Chain 36 Figure 40 Supply Chain of Fresh Food E-commerce 36 Figure 41 Fresh Food Supply Chain of E-commerce Platforms 37 Figure 42 E-commerice Supply Chain consisting of Self-Owned Base+ Online Stores +Home Delivery 38 Figure 43 E-commerice Supply Chain consisting of Self-Owned Base+ Purchasing + Home Delivery 38 Figure 44 E-commerice Supply Chain consisting of Purchasing + Online Stores + Home Delivery 39 Figure 45 Online Stores and Home Delivery Supply Chain of Traditional Supermarket 40 Figure 46 Supply Chain of Independent Online Stores /Online Stores at E-commerce Platforms 40 Figure 47 Changes of TooToo Farm's Operation Income 41 Figure 48 Supply Chain of TooToo Farm 42 Figure 49 Products Types Distribution of TooToo Farm 43 Figure 50 Organic and Imported Goods Distribution of TooToo Farm 44 Figure 51 Main Organic Food Market in the World 45 Figure 52 Main Countries with Organic Agricultural Area Growth, 2010-2011 46 Figure 53 Categorized Proportion of China's Organic Agricultural Area 46 Figure 54 Supply Chain of Beilai.com 48 Figure 55 Products Types Distribution of Beilai.com 52 Figure 56 Organic and Imported Goods Distribution of Beilai.com 53 Figure 57 China's Products Origin Certification 54 Figure 58 Supply Chain of SFbest 55 Figure 59 Produts Structure of SFbest 56 Figure 60 Imported Goods Distribution of SFbest 57 Figure 61 Proportion of the Purchasing Channels of Imported Food 58 Figure 62 Categorized Proportion of Imported Food 59 Figure 63 Supply Chain of Womai.com 60 Figure 64 Produts Structure of COFCO Womai.com 61 Figure 65 Organic and Imported Goods of COFCO Womai.com 62 Figure 66 Supply Chain of Fieldschina.com 64 Figure 67 Produts Structure of Fieldschina.com 65 Figure 68 Organic and Imported Goods Distribution of Fieldschina.com 66 Figure 69 Global Top 10 Organic Agricultural Markets 67 Figure 70 Ranking of Global Organic Plantinhg Area 68 Figure 71 Global Top 10 Countries of Per Capita Organic Products Consumption 68 Figure 72 Supply Chain of OABC 70 Figure 73 Sales of Fresh Food E-commerce in Beijing Market 76 Figure 74 Sales of Fresh Food E-commerce in Shanghai Market 76 Figure 75 Analysis of Fresh Food E-commerce's Market Orientation 77 Figure 76 The Advantges of Fresh Food E-commerce in Comparison with Traditional Channels 79 Figure 77 Number of Main Fresh Food E-commerce SKU 82 Figure 78 Average Growth of In-Service Employee's Salary 90 Figure 79 Marketing Time of Different Goods in China 99 Figure 80 Trend of dangdang.com's Operation Income 100 Figure 81 Trend of dangdang.com's Net Profit 101 Figure 82 Trend of dangdang.com's Stock Price in the Past Year 101 Figure 83 Sales Growth of Vipshop.com 103 Figure 84 Changes of the Net Profit and Gross Profit of Vipshop.com 103 Figure 85 Changes of Vipshop.com's Stock Price in the Past Year 104 Figure 86 Estimation on the Sales of Fresh Food E-commerce in 2013 106 Figure 87 Market Capacity of Fresh Food E-commerce in Future 107 Figure 88 Changes of Amazon.com's Operation Income, Net Profit, and Gross Profit 108 Figure 89 Changes of Amazon.com's Net Profit Rate 108 Figure 90 Changes of Ocado's Operation Income, Net Profit, and Gross Profit 109 Figure 91 Net Profit, and Gross Profit of Ocado 109 Explore more reports on the food and beverages market at http://www.reportsnreports.com/market-research/food-and-beverages/ .

About Us: ReportsnReports.com is an online market research reports (http://www.reportsnreports.com/ ) library of 400,000+ in-depth studies of over 5000 micro markets. Call +1 888 391 5441 with your research requirements or email the details on sales@reportsandreports.com and we would be happy to help you find the business intelligence that you need. Not limited to a particular industry, ReportsnReports.com offers research studies on agriculture, energy and power, chemicals, consumer goods, environment, pharmaceuticals, healthcare, food and beverages, biotechnology, retail, water, advanced materials and much more.

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