Sun Hong, Benlai-Managing fresh products e-commerce fulfilment in China

1. Managing Fresh Food E-commerce in
China
Benlai, Sun Hong
Mar 4, 2016

2. What We’ll Cover
Introduction of Benlai
Business model of Benlai
The first “1 km”
The last “1 km”
1.
2.
3.
4.
Conclusion5.

3. Who We Are

4. How We Started
01
Starting point——Food safety problems become big challenges
for China
02
Demand—— Demand for fresh, quality food soars as China
incomes rise
03
Supply—— China’s agricultural supply chain shifts from quantity
to quality producers
04 Online—— Online shopping becomes a highly accepted
purchasing channel in China

5. supply chain service
platform of high
quality food
Use the Internet to
promote agricultural
ecosystem reform
Platform ChangeBrand
Iconic brand of
high quality food
Where We’re Going
本

6. Where We are Today
10 million
2012 2013 2014 2015
3X Annual Sales Growth
Number of
members
Sales Coverage area

7. Our Business Model

8. How We Work
Production
producer
P2B Benlai
market
P2B Benlai
fruit shop
Fruit shop/
convenience store
B2C Benlai
life
O2O Benlai
facility
consumer
Supply chain
center
Retail Consumption
Socialized logistics
supply chain finance

9. Managing the First“1 km”

10. 安 全
新 鲜
丰 富
Requirement of consumers: safe,
fresh, high quality, abundant
Our Supply Chain
Operation mode：Primarily origin
direct supply + buyers, local
supplier is complementary
Principle of selection: local,
seasonable, original place
优 质

11. Our Origin Direct Purchasing
3 years, 600 km, and our buyers are still going…

12. Explore and Build Fresh Product Brands

13. Contract Production +
Customized Service
B
PC
Orders Contract
production
Provide
customized
service

14. Managing the The last“1 km”

15. Three
places
Building the Last “1 km” —— Storage
12000m² 15000
orders

16. The Last “1 km” —— Logistics
Distributor: Our own logistics
Weitepai and third party logistics
Distribution mode: On the day of
delivery/Next day delivery/express
delivery/home delivery
Delivery area：fresh products
42cities / normal temperature
202 cities

17. Take-aways

18. Key Take-Aways
Internet has changed the world as well as people's way of life.
Great companies are born at the intersection of the Internet and
traditional industry
Benlai believes in the power of the Internet to create
agriculture products and fresh food new supply chain system,
implement whole-process management, provide the most
healthy and safe food around the world to millions of Chinese
families.

19. It’s Just Like Eating
Dinner at home is the
criterion for true happiness