FreshFresh and Hema
It is a desire for the online fresh food supply companies to gain markets and win the consumers with goods and services they provide. FreshFresh was developed by Shen, an expert in information technology through inspiration from his friend who loved shopping from Fresh direct, which offered a convenient user experience while they were in the United States. Shan was motivated by the functionality of FreshDirect and wanted to develop a company in China that worked like FreshDirect. FreshFresh was ultimately destined to succeed as the hired the former FreshDirect Chief Operations officer to be in charge of operations at FreshFresh. He helped while in china to develop a standard operating procedure of FreshFresh.
Shen and Fang additionally conducted extensive market research on the fresh food industry to the extent of buying from all categories of existing online fresh food suppliers in China. It was to their advantage that they couldn’t find a FreshDirect match there in China. The product quality, packaging, and distribution in any of them were not comparable to the FreshDirects’, It was up to their speed to provide quality and take advantage of the fresh food online market. FreshFresh has the capability of topping in the competition from the implemented marketing strategies they emulated, which have practically uplifted their sales from launch to the end of 2015.
Several promotions conducted to lure in customers have successfully worked as a continuous increase in the number of orders, and users have been recorded by FreshFresh. With the quality of FreshDirect, FreshFresh has ensured a smooth delivery with efforts to make it further efficient and delivering most imported fresh foods to the local markets while maintaining cost. FreshFresh will have more extensive control of the market that provides customers’ preference, quality, and timely fresh foods.
Group buying was being popular in China, and the consumers loved and used the idea, FreshFresh introduced the concept and implemented it, which had led to an increase in the flow of orders to their clients. With a revised policy of group buying in place, FreshFresh will ultimately be the center of more customers and become popular across the region. FreshFresh has significantly recorded an increase in repeated purchase rate while continuously attracting new customers. This is a clear indication of its way of prosperity amongst the other companies. During the company start-up, there were set of departments from logistics, warehousing to customer service to ensure complete operations in serving and satisfying their client. FreshFresh continuously expanded its workforce by conducting new recruitments to enhance the quality of their services while delivering to their growing number of customers. Fang and Chen, having stayed in the U.S, were aware of the operations undertaken by FreshDirect. Out of this knowledge, a start-up of the online fresh food business in China would aim to deliver and be destined to success like FreshDirect.