Original Miaolin Express Magazine

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A shout awakens a sea.
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■ Reporter Miao Lin
■ Keywords: seafood, express delivery
"Old irons, today’s small squid is particularly fresh, look first and then shoot!"
"On-site weighing, on-site marking, quick frozen delivery, rest assured!"
"The seafood express was sent by plane, and I have never been on a plane!" ……
At 5 o’clock in the morning, it was dawn. The sea in front of the Qiaogang Power Construction Wharf in Beihai City, Guangxi Zhuang Autonomous Region, was interrupted by the shouts of the cargo anchors. The 500-meter-long pier is brightly lit, and vendors are busy handing over fish goods and setting up stalls for trading. Thirty or forty anchors shuttled among them, and sometimes squatted in front of a booth and grabbed a lively seafood for introduction. Each of them holds one or two mobile phones, and the mobile phone bracket also has its own lighting lamp, like a signal transmission tower, to tell the people who are rubbing their eyes in the north and south of the Yangtze River for the first time.

In recent years, fresh seafood and dry goods in Beihai have caught the express train of "e-commerce live broadcast+express delivery across the country". In 2022, about 1.362 million pieces of Beihai seafood were delivered, including about 265,000 pieces of fresh seafood, mainly delivered by brands such as SF Express and JD.COM. There are about 1.097 million pieces of dry goods, mainly delivered by postal, Zhongtong, polar rabbit and other brands.
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Beihai seafood is out of the circle
Beihai, located on the southeast coast of Guangxi, is famous for its "first beach in the world" and many diners have traveled thousands of miles to taste "the best seafood in the world". How delicious and fun is it? Look at the number of tourists during the May Day holiday this year to get a glimpse of one thing or two.
According to the statistics of Beihai Tourism and Culture Bureau, during the May 1 holiday (April 29 to May 3), the city received a total of 1.912 million tourists, up 127.5% year-on-year, up 122.3% year-on-year. Tourism consumption reached 1.702 billion yuan, a year-on-year increase of 147% and an increase of 82.8% compared with 2019.
"Last year, my family took a trip to Beihai and tasted the delicious local seafood near the pier, especially small squid, shrimp and abalone. After I came back, I found that there was a live broadcast of the dock on the e-commerce platform. I tried it once and found that the express delivery was very firm, and the quality of seafood after quick freezing was very good. " Ms. Wang from Beijing told reporters that now every once in a while, she will turn on her mobile phone at 5 am and enter the Beihai seafood live broadcast room to choose goods, weigh and pay, and wait for the delicious seafood to be received the next day.
It is understood that the gross marine production of the North Sea ranks first in Guangxi for a long time, with 40,800 mu of deep-water anti-wind cage culture sea area and 2 national-level marine pasture demonstration zones. Marine fishing has developed from the Beibu Gulf offshore to the open sea, the South China Sea and the ocean. In 2022, the total marine production of Beihai City was 75 billion yuan, up 7.8% year-on-year, accounting for 38% of the total marine production of the autonomous region; The output value of marine aquatic products was 20.221 billion yuan, up 3.11% year-on-year.

With the continued prosperity of tourism, the popularity of Beihai seafood is increasing rapidly. Seafood in Beihai is mainly divided into wet seafood and its products and dry seafood. The online and offline sales of wet seafood and its products are mainly concentrated around the international fishing market in Qiaogang Town and the seafood market in Waisha, mainly based on live sales; Online and offline sales of seafood dry goods are mainly concentrated in Yunnan Road Aquatic Products Market and Industrial Park, while online sales are mainly in Wechat business.
"We started to broadcast live last year. We signed a contract with seven or eight anchors, and issued an average of 80 orders every day. The average customer price was 300 to 500 yuan. The courier brother received the goods at home and sent two couriers at 11: 00 and 15: 00 every day. " Captain Heshu Seafood of Qiaogang International Fishery Market is an offline and online seafood shop. The person in charge, Huang Jiahe, is an old fisherman who has returned overseas Chinese. He has been engaged in seafood business for more than 20 years. After introducing the live online channel last year, his business has obviously flourished. Acquisition, processing, packaging, freezing, and delivery, some of them are shipped to several local restaurants, some are urgently frozen and sent to live customers, and some frozen products are made into regular e-commerce products.
Timeliness and service are the main factors for Huang Jiahe to consider seafood express delivery. In order to ensure the quality of seafood, fresh seafood can reach-40 degrees Celsius after three hours of quick freezing, and then it is insulated and reinforced with thermal insulation cotton, dry ice, foam boxes and waterproof bags to ensure that it will not thaw for 48 hours. The choice of air transportation instead of cold chain land transportation is also due to consumers’ demand for timeliness.

At present, the income brought by live e-commerce to Captain He Shu’s seafood accounts for 80% of the total revenue. Huang Jiahe said: "In the second half of the year, there will be more anchors and more online sales channels. It is expected that the average daily volume will quadruple."
Feng Chongxue, the head of Juying Haizhibao Aquatic Products, who is also engaged in seafood wholesale business, began to set foot in e-commerce as early as 2018. However, due to immature logistics conditions, the model of cooperation and promotion with anchors was really launched last year. "Whether the express delivery of fresh seafood is mature depends mainly on two aspects: first, timeliness to ensure that seafood delivery is not thawed; The second is the price, which is equal to or more advantageous than the logistics cost of other seafood industry belts. "
In Feng Chongxue’s view, whether Beihai seafood can form an industrial belt advantage and catch the express train of e-commerce live broadcast needs the support of three forces. "The government needs to provide subsidies and give preferential treatment in taxation; It needs the strong support of express delivery companies to help businesses reduce logistics costs and provide various transportation services such as aviation and land transportation cold chain; Enterprises that need peripheral materials such as dry ice form an agglomeration effect and fill shortcomings in the industrial chain. "
In fact, Qiaogang Town has long planned the layout of e-commerce development in the seafood industry chain. With a total investment of 170 million yuan and a total operating area of 12,000 square meters, Qiaogang International Fishing Market has built a one-stop consumption complex integrating domestic and international fishing and cargo transactions, e-commerce offline platform and catering tourism. Qiaogang International Fishery Business Incubation Island was opened in December 2020. It is the first practical project of Qiaogang Town’s original party building brand "party flag Red +N at Sea", with a total investment of 60 million yuan. It is the main gathering place for seafood business in Beihai at present. The E-commerce Incubation Island introduced Alibaba’s Guangxi (Beihai) channel promoter to provide professional services in the promotion of e-commerce and new media platforms for the Overseas Chinese Port International Fishing Market and the E-commerce Incubation Island project. By training the scattered business owners, ship owners and the "second generation" in the new sales mode of e-commerce, Tik Tok and live broadcast, more e-commerce business entities will be incubated to build an overseas Chinese port e-commerce town focusing on seafood sales.
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Faster, better and more affordable

"In 2022, Beihai seafood delivered about 1.362 million pieces. Since 2023, fresh delivery has grown rapidly, with an average daily delivery volume of about 1,500 pieces, and the annual delivery volume is expected to exceed 500,000 pieces. In 2023, the total delivery volume of Beihai seafood is expected to exceed 2 million pieces, and the fresh products delivered mainly include squid, shrimp, meatballs and seafood dumplings. " According to the relevant person in charge of Beihai Postal Administration, the delivery enterprises can better provide delivery services by upgrading packaging materials, providing exclusive services, reducing transit processes, optimizing express delivery prices and other measures to help wet seafood delivery.
The delivery of fresh seafood is a "scramble for fresh food" against time. During the fishing season, from 4: 00 to 8: 00 every day, the anchors of Qiaogang Wharf broadcast live fresh seafood. After the live broadcast, the merchant will freeze the fresh seafood ordered by the customer for two or three hours, and then wait for SF Brother to pick up the goods.

Wang Shusen, the person in charge of Guangxi Shunfeng Beihai Branch, said, "Every day, SF Brother receives goods in the seafood market, which are received at 10 o’clock, delivered at 11 o’clock, received at 15 o’clock, delivered at 16 o’clock, received at 18 o’clock and delivered at 20 o’clock. Every day, three shifts of seafood express are transported to SF Nanning Airlines Distribution Center, and then fly to all parts of the country by plane, which can be delivered as soon as the next day. "
According to the transportation characteristics of fresh seafood, Beihai Shunfeng helps seafood preservation from packaging, transportation and distribution.
Exclusive packaging helps to keep fresh. In order to improve the collection efficiency, SF added temporary collection points in overseas Chinese port fish market, seafood market and other areas, and rented warehouses to provide places for businesses to pack for free. At the same time, the professional packaging design of seafood was carried out for fresh products. After vacuum packaging and rapid freezing, fresh seafood was put into a foam box containing thermal insulation cotton, and a dry ice bag was placed in the foam box. Through standardized packaging of "dry ice+thermal insulation cotton+foam box", the influence of environmental and temperature changes was minimized, and the freshness period of seafood was greatly prolonged.
Special line transportation, guarantee timeliness. SF builds a cold chain transportation mode from Beihai to the whole country to help merchants ship wet seafood through the cold chain to ensure the quality of goods is not damaged. For the distant core cities, SF adopts the mode of "special car transfer+air transportation" to reduce transit links and realize efficient transportation. Major sales cities such as Jiangsu, Zhejiang, Shanghai, Guangzhou, Shenzhen and Shenzhen can reach the next day, and can be delivered in 18 hours at the earliest.
Set standards and improve services. Aiming at the key seafood markets and customers in the city, SF adopts "one household, one policy" to enhance its market development ability. Take key business districts as important delivery areas, tilt in resources, increase marketing efforts, and further expand the fresh market by increasing the number of stops and collecting by special personnel. In addition, SF Express has also formulated industry express delivery standards to clarify the packaging specifications, aging standards and transportation standards for market delivery.
In addition, in helping e-commerce live broadcast, SF has established cooperation with merchants to provide support in background materials, authorized brands and gifts.
"Now Beihai sends 1,500 tickets of fresh seafood every day, and seafood delivery is in a period of rapid growth. In 2022, it increased by 56% year-on-year, and it increased by 50% in the first quarter of this year. It is expected that the growth rate will reach 60% in the second half of the year. " Wang Shusen is very optimistic about the market prospects. After the optimization and adjustment of epidemic prevention and control policies, there is a large room for development both online and offline.
Beihai’s seafood dry goods specialty is also famous. Located on the first floor of Beihai Aquatic Products Market in Pearl City, China, Yunnan North Road, it is a wholesale and distribution center focusing on dried seafood in Beibu Gulf. The most complete and characteristic dried seafood such as local dried sand worms, dried squid, dried sharks, dried shrimps, fish glue, sea cucumber and red fish are concentrated in this professional wholesale market, and hundreds of shops sell hundreds of millions of yuan of dried and fresh seafood every year. China Post, Zhongtong, Polar Rabbit and other delivery companies have settled in the market to provide express delivery services for tourists or business households in Wechat business.

At the China Postal Delivery Network at the entrance of the market, postal brother Wu Haizhen is packing four bags of dry sand worms.
"Send express directly to Xiao Pang! Give it to him at ease, pick it up at any time, and the express delivery is beautifully packaged! Tracking, checking and after-sales one-stop service. " Ms. Liao, who has been doing seafood business for 20 years in the aquatic products market, pointed to Wu Haizhen, who is packing, and said that he is a well-known "chubby" in the market. The delivery of dry seafood is most afraid of mice, and Xiaopang will help merchants to reinforce it with cartons and waterproof bags.
"In 2006, we entered the market and established trust relations and long-term cooperation with many merchants by stable services. Now more than 100 pieces of dry goods express are sent every day, and holidays and tourist seasons are also the peak seasons for dry goods express delivery. " Zhang Xiao, the person in charge of the postal network, told the reporter that the delivery is divided into two shifts at 16: 00 and 19: 30 every day.
In addition to the traditional online mode of Wechat business sales in the dry goods market, at present, more Beihai seafood dry goods are reaching thousands of households through e-commerce live broadcast.
"In April, the e-commerce live broadcast sold more than 40,000 single seafood dry goods, a year-on-year increase of 200%." Feng Chongxue, head of Juying Haizhibao Aquatic Products, told reporters that people’s awareness of Beihai seafood is high, e-commerce live broadcast is on the rise, express delivery service is better, and an industrial chain is thriving.
Original title: "Beihai seafood is out of the circle! E-commerce+Express, Awakening a Sea "
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