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俄罗斯的在线交付竞赛竞争激烈! |出海俄罗斯电商岛群第27期

2020-02-06 20:12:00

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在过去的几周中,随着食品和杂货的数字市场快速增长,以及领先的科技公司争相占据主导地位,三家俄罗斯在线交付初创公司已经停止运营。

 

尽管获得了来自俄罗斯大型资助者的数百万美元支持,但新的参与者-Golama,Foodza和Superbro-未能实现盈利或展示可行的商业模式。

 

2020年的俄罗斯:业务蒸蒸日上,但未来尚不清楚

 

俄罗斯商业日报《生意人报》报道,VEB Ventures放弃了向在线食品杂货配送服务注资700万美元的计划,戈拉马,VEB认为合资企业的风险过高。 Golama之前已经完成了230万美元的融资,但未能获得最新交易的联合投资者。该初创公司表示已在物流,订单管理和CRM系统上投资了近800万美元,并声称在最终用尽现金之前“接近收支平衡”。

 

Foodza是一家为零售商店,饭店和咖啡馆提供直接新鲜水果和蔬菜直接供应的初创公司,在2018年从Mail.Ru,Larix VC和FJ Labs获得100万美元资金后,该公司也破产了。电子商务资深人士Vladimir Kholyaznikov曾在Flash销售平台KupiVIP的掌舵下扬名。霍里亚兹尼科夫告诉Rusbase Foodza即将完成新一轮融资,但由于该公司财务状况不佳且缺乏“可持续的商业模式”,最终退出了交易。

 

Superbro是一家快递公司Dostavista的衍生产品,也于1月份停止运营,在建立了约1200家零售商网络后,未能证明其创始人所希望的“飞速增长”。

 

市场竞争

这三个失败并不反映俄罗斯在线交付市场的任何放缓,Data Insight的数据显示,在过去两年中,俄罗斯在线交付市场的年增长率至少为40%。

 

Data Insight的联合创始人鲍里斯·奥夫钦尼科夫(Boris Ovchinnikov)表示:“像Utkonos和Okey这样的老领导者往往会增长得更慢,从而减少了他们的市场份额,而新公司则在[the]市场中抓住了越来越多的'发言权'。

 

去年夏天,该行业采取了一系列战略举措。送餐服务初创公司iGooods从俄罗斯创建的国际市场Joom吸引了近500万美元,领先的住宅房地产开发商PIK Group投资了圣彼得堡的电子杂货服务。

 

最近,俄罗斯主权基金RDIF宣布有意投资Elementaree,Elementaree是在莫斯科和圣彼得堡运营的在线餐包交付服务。通过前几轮的融资,最近一次是在2017年,Elementaree已经从俄罗斯个人投资者筹集了近300万美元。

 

俄罗斯最大的公司也活跃在竞争日益激烈的市场中。 Mail.Ru和Sberbank于去年夏天为他们自己的在线快餐递送服务Delivery Club巩固了新的合作伙伴关系,这是俄罗斯最大的科技公司Yandex Eats的类似服务的竞争对手。

 

Yandex本身最近启动了自己的杂货配送服务,Yandex Lavka承诺将在订购后的15分钟内使用杂货店组成的小型仓库网络向客户提供杂货,该小仓库里装满了2,000种最受欢迎的产品,例如面包,牛奶和鸡蛋,周围遍布莫斯科。

 

同时,其他增长的迹象来自传统超市。去年,Chain Perekrestok以令人印象深刻的速度增长了其在在线食品配送市场上的地位:处理了140万张订单,比前12个月增长了三倍。

 

在线杂货是俄罗斯国内电子商务市场增长最快的部分之一,该市场去年增长了25%,达到250亿美元,拥有该国最大,最富裕的公司,但需求旺盛或资金充裕到目前为止,足以确保启动成功。


俄罗斯电商活动分享报名


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Russia's Online Delivery Race Sees Tough Competition

 

Three Russian online delivery startups have ceased operations in the last few weeks, as the digital market for food and groceries expands at a rapid pace and leading tech firms jostle for dominance.

 

The new players — Golama, Foodza and Superbro — failed to turn a profit or demonstrate viable business models, despite receiving multi-million dollar support from large Russian funders.

 

Russia in 2020: Business Is Booming but the Future Is Unclear 

READ MORE

VEB Ventures renounced plans for a $7 million capital injection into online grocery delivery service, Golama, Russian business daily Kommersant reported, with VEB considering the risks of the venture to be excessively high. Golama had previously completed a $2.3 million funding round, but failed to secure a co-investor for the latest deal. The startup said it had invested almost $8 million in logistics, order management and CRM systems, and claimed to be “close to break even” before eventually running out of cash.

 

Foodza, a startup that organized direct supplies of fresh fruit and vegetables to retail stores, restaurants and cafés, is also going bankrupt, after securing $1 million in funds from Mail.Ru, Larix VC and FJ Labs in 2018. The company was led by Vladimir Kholyaznikov, an e-commerce veteran who made his name at the helm of flash sales platform KupiVIP. Kholyaznikov told Rusbase Foodza was close to finalizing a new funding round, but ultimately backed out of the deal, considering the company financially weak and lacking a “sustainable business model.”

 

Superbro — a spin-off of courier service Dostavista — also stopped operating in January, failing to demonstrate the “skyrocketing growth” its founders had hoped for, after building a network of around 1,200 retailers.

 

Market Competition

The three failures do not reflect any slowdown of the Russian online delivery market, which has been growing at an annual rate of at least 40% over the last two years, figures from Data Insight show. 

 

“Old leaders like Utkonos and Okey tend to grow more slowly, reducing their market share, while newer companies are grabbing more and more ‘share of voice’ in [the] market,” Data Insight co-founder Boris Ovchinnikov said.

 

Last summer saw a series of strategic moves in the sector. Food delivery startup iGooods attracted nearly $5 million from Joom, a Russian-founded international marketplace, and PIK Group, a leading residential property developer, invested in a St. Petersburg-based e-grocery service.

 

Most recently, the Russian sovereign fund RDIF announced its intention to invest in Elementaree, an online meal kit delivery service operating in Moscow and St. Petersburg. Through previous rounds of funding, the last of which was in 2017, Elementaree had already raised nearly $3 million from individual Russian investors.

 

Russia’s largest companies are also active in an increasingly competitive market. Mail.Ru and Sberbank cemented a new partnership for their own online fast food delivery service, Delivery Club last summer — a rival to a similar service from Russia’s largest tech company, Yandex Eats. 

 

Yandex itself recently launched its own grocery delivery service, with Yandex Lavka promising to deliver groceries to customers within 15 minutes of ordering, using a network of small warehouses filled with 2,000 of the most-popular products such as bread, milk and eggs, dotted around Moscow.

 

Meanwhile, other signs of growth came from the traditional supermarkets. Chain Perekrestok grew its position in the online food delivery market at an impressive pace last year: processing 1.4 million orders — up three-fold on the previous 12 months.

 

While online groceries are one of the fastest-growing segments of Russia’s domestic e-commerce market, which grew 25% last year to $25 billion, with the country’s largest and most well-heeled firms on manoeuvres, neither this booming demand nor generous funding have so far been enough to ensure startup success.


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