The online battle for China's cities has started

China: How Fruit Day is reshaping online shopping with extra fast deliveries

During the "Double 12", or Single's Day, competition in the fresh food retail sector was especially tough. "The Great Battle of fresh products" that took place on the fresh produce markets of Shanghai was especially fierce when it came to speed of delivery. E-commerce platform Fruit Day has raised the slogan "World's fresh, delivered from 1 to 29 minutes". The company promised their customers that they will deliver the fruits in the Shanghai area within 29 minutes and honoured this promise very strictly. Fast delivery has always been one of Fruit Day's strongest aspects. 

Fruit Day store

On Single's Day, the number of orders in the general Shanghai area increased by 305%. The "29 minutes" fast delivery orders increased by 43%, the delivery rate increased by 96.8% and the product range increased by more than 500% compared to the last year. The industry specialists acknowledge that the e-commerce delivery level has reached a golden age.

Shopping at Fruit Day store

Three breakthroughs to create new real-time shopping
Customer research from the Nilsen company has shown that in three years, internet sales on the fresh products market will explode. In 2018, it's benefits would total 150 billion yuan. The compound growth rate will increase by 50%. At this moment, the penetration rate of fresh food delivery in China is less than 1%.

A customer is making a picture while shopping

In the current market situation, Fruit Day's "29 minutes" delivery model is a phenomenal achievement for the industry. The model is based on the "3 breakthroughs" which are "Speed + Category + End point". The "Speed" breakthrough is a unique model of extra fast delivery. The "Category" breakthrough means that the company is working on providing the widest choice of fresh food and, last but not least,"End point" breakthrough means that the Fruit Day stores work for both on-line and off-line customers.

Success is the result of the wise business model
Every new business model is created depending on changes in customer behavior. The latest "China Fresh E-Commerce Development White Paper" by Nielsen indicates that young white-collar consumers are the ones most interested in purchasing fresh products online. The online shopper's average age is 33. 80% of them are married and well educated, 81% have a bachelor's degree or higher education. On average, they have a high household income of 19 thousand yuan.

A customer with the fruits

The Fruit Day research team refers to this kind of customers as a "new generation", who's lifestyle is based on "looking for an experience". Fruit Day's solution is to create a "from-online-to-offline" business model that re-transforms the experience of buying fresh fruits through increasing the delivery speed. Their main goal is to open offline fresh product stores all over Shanghai, supported by the fast delivery, to combine superb logistics and smooth operations and thus provide the "29 minutes delivery" service, which will make shopping for fresh fruits more convenient for their customers.

A customer with the fruits

In addition, Fruit Day has also started working with the Shanghai City Supermarket to conduct in-depth business integration in the field of fresh consumption and enhance consumers' offline experience with high quality fresh fruits. In the future, Fruit Day will continue to carry out it's "strict selection" model to provide the"exemplary fresh" products for their costumers.

Fruit Day

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