15FEN: Finding the Blue Ocean in China's Fresh Food Case Solution
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
PUBLICATION DATE: November 01, 2016
15fen (15分) was the title Henry He (贺鸿鸣) offered his very first service endeavor - a community shop (社区店) in Guangdong province, China, that assured house shipment of a grocer order in just 15 minutes. His debut motto was, "Staple Food & Seasoning, Everything At Your Doorstep in 15 Minutes". A very first time business owner, he was suffused with positive outlook to web selling, and persuaded that house shipment in just 15 minutes was an unsurpassable proposal. Quickly, he discovered the truths of the grocery service - low margin and hard labor - bring bags of rice and containers of cooking oil from door to door. Way back in 2012, China's web selling was controlled by Consumer Electronics, Apparel and Footwear and Consumer Appliances. Fresh Food was hinted to be the next huge motorist for e-commerce. Headings such as "Fresh Food e-commerce will be the next blue ocean" were prevalent in the media, and they caught the creativity of striving business owners like Henry He. He was identified to ride this e-retailing wave to produce his blue ocean in Fresh Food. However initially, he needs to discover the best ways to swim.
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