{"id":72,"date":"2026-02-06T03:34:12","date_gmt":"2026-02-06T03:34:12","guid":{"rendered":"https:\/\/00circle.com\/?p=72"},"modified":"2026-02-06T04:12:31","modified_gmt":"2026-02-06T04:12:31","slug":"why-did-happyfresh-fail-the-grocery-delivery-platform-of-southeast-asia","status":"publish","type":"post","link":"https:\/\/00circle.com\/zh-hans\/why-did-happyfresh-fail-the-grocery-delivery-platform-of-southeast-asia\/","title":{"rendered":"\u4e3a\u4ec0\u4e48HappyFresh\u5931\u8d25\u4e86\uff1f\u66fe\u7ecf\u89c4\u6a21\u6700\u5927\u7684\u4e1c\u5357\u4e9a\u751f\u9c9c\u914d\u9001\u5e73\u53f0"},"content":{"rendered":"\n<p>2022\u5e74\uff0cHappyFresh \u6b63\u5f0f\u5ba3\u544a\u5176\u5728\u9a6c\u6765\u897f\u4e9a\u548c\u6cf0\u56fd\u7684\u4e1a\u52a1\u7ed3\u675f\u8425\u8fd0\uff0c\u5e76\u968f\u540e\u8fdb\u5165\u590d\u6742\u7684\u503a\u52a1\u91cd\u7ec4\u4e0e\u5370\u5c3c\u603b\u90e8\u7684\u6218\u7565\u6536\u7f29\u9636\u6bb5\uff0c\u7ed3\u675f\u4e86\u957f\u8fbe8\u5e74\u7684\u4e1c\u5357\u4e9a\u591a\u56fd\u6269\u5f20\u5f81\u7a0b \u3002\u5728\u5dc5\u5cf0\u65f6\u671f\uff0c\u8fd9\u5bb6\u516c\u53f8\u66fe\u7ecf\u662f\u4e1c\u5357\u4e9a\u7b2c\u4e00\u5bb6\u4e5f\u662f\u89c4\u6a21\u6700\u5927\u7684\u5728\u7ebf\u751f\u9c9c\u5e73\u53f0\uff0c\u5728\u65b0\u51a0\u80ba\u708e\u75ab\u60c5\u671f\u95f4\u5b9e\u73b0\u4e86\u6d41\u91cf\u9ad8\u8fbe20\u500d\u7684\u7206\u53d1\u5f0f\u589e\u957f\uff0c\u5e76\u6210\u529f\u7b79\u96c6\u4e86\u8d85\u8fc71.5\u4ebf\u7f8e\u5143\u7684\u8d44\u672c\uff0c\u88ab\u8d44\u672c\u5e02\u573a\u89c6\u4e3a\u4e1c\u5357\u4e9a\u201c\u751f\u9c9c\u7535\u5546\u754c\u7684 Instacart\u201d \u3002<\/p>\n\n\n\n<p>\u6b22\u8fce\u9605\u8bfb\u672c\u671f\u7684\u4f01\u4e1a\u5931\u8d25\u6848\u4f8b\uff0c\u6211\u662f Eric Wong\u3002\u4eca\u5929\u5c06\u548c\u4f60\u4e00\u8d77\u5256\u6790\uff1aHappyFresh \u662f\u5982\u4f55\u4ece\u4e00\u4e2a\u4f30\u503c\u6570\u4ebf\u7f8e\u5143\u3001\u9886\u8dd1\u4e1c\u5357\u4e9a\u751f\u9c9c\u8d5b\u9053\u7684\u884c\u4e1a\u660e\u661f\uff0c\u4e00\u6b65\u6b65\u6ca6\u843d\u5230\u6b20\u85aa\u5012\u95ed\u3001\u8463\u4e8b\u4f1a\u6d17\u724c\u3001\u6700\u7ec8\u64a4\u51fa\u4e3b\u8981\u6d77\u5916\u5e02\u573a\u7684\u5883\u5730\u3002<\/p>\n\n\n\n<p>\u6211\u4f1a\u4ece\u4ee5\u4e0b\u8fd9\u51e0\u4e2a\u90e8\u5206\u8fdb\u884c\u5206\u4eab\uff1a<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>HappyFresh \u662f\u5728\u505a\u4ec0\u4e48\uff1f<\/li>\n\n\n\n<li>HappyFresh \u7684\u5dc5\u5cf0\u65f6\u671f<\/li>\n\n\n\n<li>HappyFresh \u9668\u843d\u7684\u547d\u8fd0\u8f6c\u6298\u70b9<\/li>\n\n\n\n<li>HappyFresh \u5931\u8d25\u7684\u5916\u90e8\u73af\u5883\u5f71\u54cd<\/li>\n\n\n\n<li>HappyFresh \u5982\u679c\u91cd\u6765\u5e94\u8be5\u5982\u4f55\u6539\u8fdb\uff1f<\/li>\n\n\n\n<li>HappyFresh \u7684\u542f\u53d1\u548c\u5546\u4e1a\u6559\u8bad<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">1. HappyFresh \u662f\u5728\u505a\u4ec0\u4e48\uff1f<\/h2>\n\n\n\n<p>HappyFresh \u7684\u6545\u4e8b\u59cb\u4e8e2014\u5e74\u7684\u5370\u5ea6\u5c3c\u897f\u4e9a\u96c5\u52a0\u8fbe\uff0c\u5176\u6838\u5fc3\u521b\u59cb\u56e2\u961f\u5305\u62ec Fajar Budiprasetyo\u3001Markus Bihler \u4ee5\u53ca Benjamin Koellmann \u7b49\u4eba \u3002\u5728\u90a3\u4e2a\u4e1c\u5357\u4e9a\u79fb\u52a8\u4e92\u8054\u7f51\u7206\u53d1\u7684\u524d\u591c\uff0c\u751f\u9c9c\u8d2d\u7269\u867d\u7136\u662f\u6700\u9ad8\u9891\u7684\u521a\u9700\u9886\u57df\uff0c\u5374\u4e5f\u662f\u6570\u5b57\u5316\u7a0b\u5ea6\u6700\u4f4e\u7684\u5821\u5792\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u521b\u59cb\u4eba\u613f\u666f\u4e0e\u75db\u70b9\u8bc6\u522b<\/h3>\n\n\n\n<p>\u516c\u53f8\u7684\u8054\u5408\u521b\u59cb\u4eba\u517c\u9996\u5e2d\u6280\u672f\u5b98 Fajar Budiprasetyo \u5728\u591a\u6b21\u91c7\u8bbf\u4e2d\u63d0\u5230\uff0cHappyFresh \u7684\u7075\u611f\u6e90\u4e8e\u4ed6\u4e0e\u59bb\u5b50\u5728\u96c5\u52a0\u8fbe\u6781\u5176\u4f4e\u6548\u7684\u8d2d\u7269\u7ecf\u5386\u3002\u5728\u96c5\u52a0\u8fbe\u3001\u66fc\u8c37\u548c\u5409\u9686\u5761\u7b49\u4e1c\u5357\u4e9a\u7279\u5927\u57ce\u5e02\uff0c\u4ea4\u901a\u62e5\u5835\u662f\u5e38\u6001\uff0c\u4ec5\u4ec5\u4e3a\u4e86\u8d2d\u4e70\u4e00\u5468\u7684\u6742\u8d27\uff0c\u6d88\u8d39\u8005\u5f80\u5f80\u9700\u8981\u5fcd\u53d7\u957f\u8fbe30\u5206\u949f\u751a\u81f3\u4e00\u5c0f\u65f6\u7684\u5835\u8f66\uff0c\u8fd8\u8981\u5728\u62e5\u6324\u7684\u8d85\u5e02\u4e2d\u5bfb\u627e\u505c\u8f66\u4f4d\u5e76\u6392\u961f\u7ed3\u8d26 \u3002Fajar \u8ba4\u4e3a\uff0c\u5982\u679c\u80fd\u5c06\u8fd9\u79cd\u91cd\u590d\u6027\u7684\u52b3\u52a8\u6570\u5b57\u5316\uff0c\u5c06\u6781\u5927\u63d0\u9ad8\u90fd\u5e02\u5bb6\u5ead\u7684\u751f\u6d3b\u8d28\u91cf \u3002<\/p>\n\n\n\n<p>HappyFresh \u7684\u89e3\u51b3\u65b9\u6848\u662f\u5178\u578b\u7684\u201c\u8d44\u4ea7\u8f7b\u91cf\u5316\u201d\uff08Asset-Light\uff09\u4ee3\u8d2d\u6a21\u5f0f\uff0c\u9ad8\u5ea6\u501f\u9274\u4e86\u7f8e\u56fd\u751f\u9c9c\u7535\u5546\u5de8\u5934 Instacart\u3002\u5176\u6838\u5fc3\u673a\u5236\u5e76\u975e\u81ea\u5efa\u5e93\u5b58\uff0c\u800c\u662f\u4f5c\u4e3a\u4e2d\u95f4\u5e73\u53f0\uff0c\u8fde\u63a5\u6d88\u8d39\u8005\u4e0e\u73b0\u6709\u7684\u5b9e\u4f53\u8d85\u5e02\u3002\u6d88\u8d39\u8005\u901a\u8fc7 App \u4e0b\u5355\uff0c\u5e73\u53f0\u6d3e\u9063\u53d7\u8fc7\u57f9\u8bad\u7684\u201c\u4e13\u4e1a\u91c7\u8d2d\u5458\u201d\uff08Personal Shoppers\uff09\u8fdb\u5165\u5408\u4f5c\u8d85\u5e02\u5206\u62e3\u5546\u54c1\uff0c\u518d\u7531\u9a91\u624b\u57281\u5c0f\u65f6\u5185\u9001\u8fbe\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u521d\u59cb\u4ea7\u54c1\u5f62\u6001\u4e0e\u76ee\u6807\u53d7\u4f17<\/h3>\n\n\n\n<p>HappyFresh \u7684\u6280\u672f\u56e2\u961f\u6700\u521d\u53ea\u67096\u540d\u5de5\u7a0b\u5e08\uff0c\u4ed6\u4eec\u4ece\u96f6\u5f00\u59cb\u6784\u5efa\u4e86\u6db5\u76d6 iOS\u3001Android\u3001\u540e\u53f0\u7ba1\u7406\u7cfb\u7edf\u4ee5\u53ca\u9488\u5bf9\u91c7\u8d2d\u5458\u548c\u53f8\u673a\u7684\u4e13\u5c5e App \u3002\u4e3a\u4e86\u786e\u4fdd\u670d\u52a1\u8d28\u91cf\uff0c\u516c\u53f8\u5efa\u7acb\u4e86\u4e00\u5957\u540d\u4e3a\u201c\u5e93\u5b58\u66ff\u4ee3\u673a\u5236\u201d\u7684\u6280\u672f\u4f53\u7cfb\uff0c\u88ab\u521b\u59cb\u4eba\u79f0\u4e3a\u201c\u751f\u9c9c\u7535\u5546\u7684\u5723\u676f\u201d\u3002\u5f53\u5ba2\u6237\u4e0b\u5355\u7684\u67d0\u79cd\u5546\u54c1\u7f3a\u8d27\u65f6\uff0cApp \u4f1a\u901a\u8fc7\u7b97\u6cd5\u5efa\u8bae\u66ff\u4ee3\u54c1\uff0c\u6216\u8005\u8ba9\u91c7\u8d2d\u5458\u5b9e\u65f6\u81f4\u7535\u5ba2\u6237\u786e\u8ba4\uff0c\u4ee5\u89e3\u51b3\u751f\u9c9c\u5e93\u5b58\u4e0d\u900f\u660e\u7684\u987d\u75be \u3002<\/p>\n\n\n\n<p>\u5e73\u53f0\u6700\u521d\u9501\u5b9a\u7684\u76ee\u6807\u53d7\u4f17\u662f\u9ad8\u51c0\u503c urban \u5bb6\u5ead\u3001\u5fd9\u788c\u7684\u5e74\u8f7b\u804c\u573a\u4eba\u58eb\u4ee5\u53ca\u4e0d\u4fbf\u51fa\u95e8\u7684\u8001\u5e74\u4eba \u30022015\u5e74\uff0c\u516c\u53f8\u6b63\u5f0f\u5728\u5370\u5c3c\u548c\u9a6c\u6765\u897f\u4e9a\u4e0a\u7ebf\uff0c\u968f\u540e\u8fc5\u901f\u6269\u5f20\u81f3\u6cf0\u56fd \u3002<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>\u4e1a\u52a1\u7ef4\u5ea6<\/td><td>\u8be6\u7ec6\u8bf4\u660e<\/td><\/tr><tr><td>\u6210\u7acb\u5e74\u4efd<\/td><td>2014\u5e74\uff08\u96c5\u52a0\u8fbe\uff09<\/td><\/tr><tr><td>\u521b\u59cb\u4eba<\/td><td>Fajar Budiprasetyo, Markus Bihler, Benjamin Koellmann<\/td><\/tr><tr><td>\u6838\u5fc3\u4ea7\u54c1<\/td><td>Hyperlocal \u5728\u7ebf\u751f\u9c9c\u914d\u9001 App<\/td><\/tr><tr><td>\u76ee\u6807\u7fa4\u4f53<\/td><td>\u8ffd\u6c42\u4fbf\u5229\u7684\u90fd\u5e02\u5bb6\u5ead\u3001\u8001\u5e74\u4eba\u53ca\u9ad8\u51c0\u503c\u4eba\u7fa4<\/td><\/tr><tr><td>\u6838\u5fc3\u4ef7\u503c<\/td><td>\u89e3\u51b3\u4ea4\u901a\u62e5\u5835\u3001\u63d0\u4f9b1\u5c0f\u65f6\u6781\u901f\u8fbe\u53ca\u4e13\u4e1a\u9009\u8d2d\u670d\u52a1<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">2. HappyFresh \u7684\u5dc5\u5cf0\u65f6\u671f<\/h2>\n\n\n\n<p>HappyFresh \u7684\u65e9\u671f\u53d1\u5c55\u6781\u4e3a\u987a\u5229\uff0c\u8fd9\u5f97\u76ca\u4e8e\u5176\u6a21\u5f0f\u7684\u53ef\u6269\u5c55\u6027\u548c\u5f53\u65f6\u8d44\u672c\u5e02\u573a\u5bf9\u4e1c\u5357\u4e9a\u7535\u5546\u8d5b\u9053\u7684\u4e50\u89c2\u9884\u671f\u3002\u4ece2015\u5e74\u52302021\u5e74\uff0cHappyFresh \u51e0\u4e4e\u6210\u4e3a\u4e86\u6240\u6709\u4e1c\u5357\u4e9a\u9876\u7ea7\u98ce\u6295\u673a\u6784\u540d\u5355\u4e0a\u7684\u5e38\u5ba2\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u878d\u8d44\u8282\u70b9\u4e0e\u8d44\u672c\u52a0\u6301<\/h3>\n\n\n\n<p>HappyFresh \u7684\u878d\u8d44\u5386\u7a0b\u5c55\u793a\u4e86\u5176\u5728\u8d44\u672c\u5e02\u573a\u7684\u5f71\u54cd\u529b\u3002\u4ece A \u8f6e\u5230 D \u8f6e\uff0c\u5176\u80cc\u540e\u7684\u652f\u6301\u8005\u4e0d\u4ec5\u5305\u62ec\u8d22\u52a1\u6295\u8d44\u8005\uff0c\u8fd8\u5305\u62ec Grab \u8fd9\u6837\u7684\u6218\u7565\u5408\u4f5c\u4f19\u4f34\uff0c\u4ee5\u53ca\u6de1\u9a6c\u9521\uff08Temasek\uff09\u65d7\u4e0b\u7684 Vertex Ventures \u3002<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>\u878d\u8d44\u8f6e\u6b21<\/td><td>\u65f6\u95f4<\/td><td>\u5173\u952e\u6295\u8d44\u8005<\/td><td>\u878d\u8d44\u91d1\u989d (USD)<\/td><td>\u5907\u6ce8<\/td><\/tr><tr><td>A \u8f6e<\/td><td>2015\u5e749\u6708<\/td><td>Vertex Ventures, Sinar Mas<\/td><td>12.2M<\/td><td>\u5f00\u542f\u4e1c\u5357\u4e9a\u533a\u57df\u5316\u6269\u5f20<\/td><\/tr><tr><td>B \u8f6e<\/td><td>2016\u5e748\u6708<\/td><td>Sinar Mas Digital Ventures<\/td><td>&gt;12.2M<\/td><td>\u6218\u7565\u6536\u7f29\uff0c\u9000\u51fa\u53f0\u6e7e\u548c\u83f2\u5f8b\u5bbe<\/td><\/tr><tr><td>C \u8f6e<\/td><td>2019\u5e744\u6708<\/td><td>Mirae Asset-Naver Asia Growth Fund<\/td><td>20M<\/td><td>\u5e94\u5bf9 GrabMart \u7b49\u8d85\u7ea7\u5e94\u7528\u7ade\u4e89<\/td><\/tr><tr><td>D \u8f6e<\/td><td>2021\u5e747\u6708<\/td><td>Naver Financial, Gafina<\/td><td>65M<\/td><td>\u7528\u4e8e\u6269\u5f20\u201c\u6697\u4ed3\u201d\u548c\u5f3a\u5316\u5370\u5c3c\u5e02\u573a<\/td><\/tr><tr><td>\u503a\u52a1\u878d\u8d44<\/td><td>2022\u5e749\u6708<\/td><td>Genesis, Innoven, Mars<\/td><td>\u672a\u62ab\u9732<\/td><td>\u7d27\u6025\u91cd\u7ec4\u9636\u6bb5\u6ce8\u5165<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>\u6839\u636e\u4e0d\u540c\u6765\u6e90\u7684\u7edf\u8ba1\uff0cHappyFresh \u7d2f\u8ba1\u7b79\u96c6\u7684\u8d44\u91d1\u603b\u989d\u57289700\u4e07\u7f8e\u5143\u81f31.55\u4ebf\u7f8e\u5143\u4e4b\u95f4 \u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u75ab\u60c5\u4e0b\u7684\u91ce\u86ee\u751f\u957f<\/h3>\n\n\n\n<p>2020\u5e74\u81f32021\u5e74\u5168\u7403\u65b0\u51a0\u80ba\u708e\u5927\u6d41\u884c\u671f\u95f4\uff0cHappyFresh \u8fce\u6765\u4e86\u5176\u751f\u547d\u5468\u671f\u4e2d\u6700\u6781\u7aef\u7684\u589e\u957f\u3002\u7531\u4e8e\u5c01\u9501\u653f\u7b56\uff0c\u5728\u7ebf\u751f\u9c9c\u8d2d\u7269\u4ece\u4e00\u79cd\u201c\u4fbf\u5229\u9009\u62e9\u201d\u53d8\u6210\u4e86\u201c\u751f\u5b58\u5fc5\u9700\u201d\u3002<\/p>\n\n\n\n<p>\u5728\u5dc5\u5cf0\u65f6\u671f\uff0cHappyFresh \u62a5\u544a\u79f0\u5176\u6d41\u91cf\u5728\u6240\u6709\u5e02\u573a\u4e2d\u589e\u957f\u4e8620\u500d \u3002\u6d88\u8d39\u8005\u4e0d\u4ec5\u4e0b\u5355\u9891\u7387\u66f4\u9ad8\uff0c\u4e14\u5ba2\u5355\u4ef7\uff08AOV\uff09\u7531\u4e8e\u56e4\u8d27\u9700\u6c42\u4e5f\u663e\u8457\u589e\u957f \u3002\u8fd9\u79cd\u9ad8\u589e\u957f\u63a9\u76d6\u4e86\u4e1a\u52a1\u6a21\u578b\u4e2d\u7684\u8bb8\u591a\u7ed3\u6784\u6027\u7f3a\u9677\uff0c\u4f7f\u5f97\u7ba1\u7406\u5c42\u548c\u6295\u8d44\u8005\u4e00\u5ea6\u76f8\u4fe1\uff0c\u8fd9\u79cd\u884c\u4e3a\u8f6c\u53d8\u5728\u540e\u75ab\u60c5\u65f6\u4ee3\u5c06\u5177\u6709\u6781\u9ad8\u7684\u7c98\u6027\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u5173\u952e\u5408\u4f5c\u4e0e\u5e02\u573a\u7248\u56fe<\/h3>\n\n\n\n<p>\u4e3a\u4e86\u5feb\u901f\u83b7\u5ba2\uff0cHappyFresh \u91c7\u53d6\u4e86\u201c\u5408\u7eb5\u8fde\u6a2a\u201d\u7684\u7b56\u7565\u3002<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>\u8d85\u5e02\u76df\u53cb\uff1a<\/strong> \u4e0e AEON\uff08\u6c38\u65fa\uff09\u3001Lotus&#8217;s\uff08\u539f\u4e50\u8d2d\uff09\u3001Giant\u3001Ranch Market \u548c Farmers Market \u7b49\u9876\u7ea7\u8fde\u9501\u8d85\u5e02\u8fbe\u6210\u6df1\u5ea6\u5408\u4f5c \u3002<\/li>\n\n\n\n<li><strong>\u6d41\u91cf\u63a5\u53e3\uff1a<\/strong> 2018\u5e74\uff0cHappyFresh \u4e0e Grab \u8fbe\u6210\u6218\u7565\u5408\u4f5c\uff0c\u4ee5\u201cGrabFresh\u201d\u7684\u5f62\u5f0f\u5d4c\u5165 Grab \u7684\u8d85\u7ea7\u5e94\u7528\u751f\u6001\u4e2d\uff0c\u8fd9\u5728\u5f53\u65f6\u88ab\u8ba4\u4e3a\u662f\u5782\u76f4\u7535\u5546\u4e0e\u5e73\u53f0\u5de8\u5934\u5408\u4f5c\u7684\u5178\u8303 \u3002<\/li>\n\n\n\n<li><strong>\u533a\u57df\u9738\u6743\uff1a<\/strong> \u5728\u5168\u76db\u65f6\u671f\uff0c\u516c\u53f8\u5728\u5370\u5c3c\u3001\u9a6c\u6765\u897f\u4e9a\u548c\u6cf0\u56fd\u4e09\u5730\u5efa\u7acb\u4e86\u7262\u56fa\u7684\u5e02\u573a\u5730\u4f4d\uff0c\u5458\u5de5\u603b\u6570\u4e00\u5ea6\u63a5\u8fd11000\u4eba \u3002<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">3. HappyFresh \u9668\u843d\u7684\u547d\u8fd0\u8f6c\u6298\u70b9<\/h2>\n\n\n\n<p>HappyFresh \u7684\u9668\u843d\u5e76\u975e\u7a81\u5982\u5176\u6765\u3002\u65e9\u671f\u7684\u6fc0\u8fdb\u6269\u5f20\u548c\u5bf9\u8865\u8d34\u6a21\u5f0f\u7684\u8fc7\u5ea6\u4f9d\u8d56\uff0c\u57282022\u5e74\u5168\u7403\u7ecf\u6d4e\u73af\u5883\u5267\u53d8\u65f6\uff0c\u8fc5\u901f\u6f14\u53d8\u6210\u4e86\u4e00\u573a\u65e0\u6cd5\u633d\u56de\u7684\u707e\u96be\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u6a21\u5f0f\u8f6c\u578b\u7684\u6c89\u91cd\u4ee3\u4ef7\uff1a\u4ece\u8f7b\u8d44\u4ea7\u5230\u6697\u4ed3<\/h3>\n\n\n\n<p>\u5c3d\u7ba1\u201c\u4ee3\u8d2d\u6a21\u5f0f\u201d\u8d77\u6b65\u5feb\uff0c\u4f46\u5176\u5f0a\u7aef\u5728\u89c4\u6a21\u6269\u5927\u540e\u66b4\u9732\u65e0\u9057\uff1a\u5229\u6da6\u7a7a\u95f4\u6781\u8584\u4e14\u5e93\u5b58\u5b8c\u5168\u53d7\u5236\u4e8e\u4eba\u3002\u4e3a\u4e86\u63d0\u5347\u6bdb\u5229\u7387\u548c\u63a7\u5236\u4f9b\u5e94\u94fe\uff0cHappyFresh \u57282021\u5e74\u5e95\u81f32022\u5e74\u521d\u5927\u89c4\u6a21\u63a8\u8fdb\u201cHappyFresh Supermarket\u201d\u6697\u4ed3\uff08Dark Stores\uff09\u8ba1\u5212 \u3002<\/p>\n\n\n\n<p>\u8fd9\u4e00\u6218\u7565\u8f6c\u578b\u6781\u5177\u98ce\u9669\u3002\u7ecf\u8425\u6697\u4ed3\u610f\u5473\u7740\u516c\u53f8\u5fc5\u987b\u4ece\u201c\u4e2d\u4ecb\u201d\u8f6c\u53d8\u4e3a\u201c\u96f6\u552e\u5546\u201d\uff0c\u627f\u62c5\u6c89\u91cd\u7684\u79df\u91d1\u3001\u5e93\u5b58\u79ef\u538b\u98ce\u9669\u4ee5\u53ca\u590d\u6742\u7684\u51b7\u94fe\u7269\u6d41\u6210\u672c \u3002<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td>\u6a21\u5f0f\u5bf9\u6bd4<\/td><td>\u539f\u59cb\u4ee3\u8d2d\u6a21\u5f0f (Asset-Light)<\/td><td>\u6697\u4ed3\u6a21\u5f0f (HappyFresh Supermarket)<\/td><\/tr><tr><td>\u8d44\u4ea7\u6027\u8d28<\/td><td>\u8f7b\u8d44\u4ea7\uff0c\u65e0\u9700\u81ea\u6709\u4ed3\u50a8<\/td><td>\u91cd\u8d44\u4ea7\uff0c\u9700\u79df\u8d41\u53ca\u88c5\u4fee\u4ed3\u5e93<\/td><\/tr><tr><td>\u5e93\u5b58\u63a7\u5236<\/td><td>\u4f9d\u8d56\u8d85\u5e02\uff0c\u7f3a\u8d27\u7387\u9ad8<\/td><td>\u81ea\u6709\u5e93\u5b58\uff0c\u63a7\u5236\u529b\u5f3a<\/td><\/tr><tr><td>\u4ea4\u4ed8\u901f\u5ea6<\/td><td>\u53d7\u8d85\u5e02\u6392\u961f\u548c\u5206\u62e3\u6548\u7387\u9650\u5236<\/td><td>15-30\u5206\u949f\u6781\u901f\u9001\u8fbe<\/td><\/tr><tr><td>\u8d22\u52a1\u98ce\u9669<\/td><td>\u98ce\u9669\u4f4e\uff0c\u4f46\u6bdb\u5229\u7a7a\u95f4\u7a84<\/td><td>\u98ce\u9669\u9ad8\uff0c\u8d44\u91d1\u5bc6\u96c6\u578b<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>HappyFresh \u5f53\u65f6\u5ba3\u79f0\u8981\u5728\u8be5\u5730\u533a\u5efa\u7acb\u8d85\u8fc7100\u5bb6\u6697\u4ed3 \u3002\u7136\u800c\uff0c\u5728\u4ec5\u4ec5\u5efa\u7acb\u4e8615\u5bb6\u8bbe\u65bd\u540e\uff0c\u8d44\u91d1\u94fe\u5c31\u5f00\u59cb\u96be\u4ee5\u4e3a\u7ee7\u3002\u6839\u636e\u5206\u6790\uff0c\u6697\u4ed3\u6a21\u5f0f\u5728\u5355\u4f4d\u5bc6\u5ea6\u4e0d\u8db3\u7684\u60c5\u51b5\u4e0b\uff0c\u5c65\u7ea6\u6210\u672c\u5f80\u5f80\u4f1a\u541e\u566c\u6240\u6709\u5229\u6da6 \u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u8d22\u52a1\u5371\u673a\u7684\u7206\u53d1\u4e0e\u6cbb\u7406\u762b\u75ea<\/h3>\n\n\n\n<p>2022\u5e74\u4e0b\u534a\u5e74\uff0cHappyFresh \u7684\u8d22\u52a1\u95ee\u9898\u5f00\u59cb\u7531\u5185\u5411\u5916\u6269\u6563\u3002<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>\u62d6\u6b20\u6b3e\u9879\uff1a<\/strong> \u5e73\u53f0\u5f00\u59cb\u65e0\u6cd5\u6309\u65f6\u652f\u4ed8\u8d85\u5e02\u5408\u4f5c\u4f19\u4f34\u7684\u8d27\u6b3e\u4ee5\u53ca\u7269\u6d41\u4f9b\u5e94\u5546\u7684\u8d39\u7528 \u3002<\/li>\n\n\n\n<li><strong>\u5458\u5de5\u6b20\u85aa\uff1a<\/strong> \u5728\u9a6c\u6765\u897f\u4e9a\u548c\u6cf0\u56fd\uff0c\u90e8\u5206\u4e2d\u5c42\u7ecf\u7406\u5f00\u59cb\u901a\u77e5\u56e2\u961f\u5bfb\u627e\u65b0\u5de5\u4f5c\uff0c\u56e0\u4e3a\u5de5\u8d44\u53d1\u653e\u5df2\u51fa\u73b0\u5ef6\u8fdf \u3002<\/li>\n\n\n\n<li><strong>\u9ad8\u7ba1\u64a4\u804c\uff1a<\/strong> 2022\u5e749\u6708\uff0c\u60c5\u51b5\u6076\u5316\u5230\u9996\u5e2d\u6267\u884c\u5b98 Guillem Segarra \u7b49\u4e09\u4f4d\u6838\u5fc3\u9ad8\u7ba1\u4e00\u5ea6\u88ab\u8feb\u9000\u51fa\u65e5\u5e38\u7ba1\u7406\u804c\u80fd\uff0c\u7531\u91cd\u7ec4\u54a8\u8be2\u516c\u53f8 Kroll \u7684\u4ee3\u8868\u63a5\u7ba1\u8463\u4e8b\u4f1a\u5e2d\u4f4d \u3002<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">\u4fc3\u9500\u4f9d\u8d56\u4e0e\u7528\u6237\u6d41\u5931<\/h3>\n\n\n\n<p>HappyFresh \u7684\u589e\u957f\u5efa\u7acb\u5728\u8106\u5f31\u7684\u5730\u57fa\u4e0a\u3002\u4e00\u540d\u5185\u90e8\u5458\u5de5\u900f\u9732\uff0c\u516c\u53f8\u5bf9\u4fc3\u9500\u6d3b\u52a8\u7684\u4f9d\u8d56\u8fbe\u5230\u4e86\u75c5\u6001\u7684\u7a0b\u5ea6\uff1a\u5982\u679c\u6ca1\u6709\u6298\u6263\uff0c\u8ba2\u5355\u91cf\u4f1a\u77ac\u95f4\u7f29\u51cf50% \u3002\u8fd9\u79cd\u4ee5\u201c\u70e7\u94b1\u201d\u6362\u53d6\u7684\u5fe0\u8bda\u5ea6\u5728\u878d\u8d44\u73af\u5883\u8f6c\u51b7\u540e\u663e\u5f97\u6beb\u65e0\u4ef7\u503c\u30022022\u5e74\uff0c\u968f\u7740\u98ce\u9669\u6295\u8d44\u8fdb\u5165\u201c\u5bd2\u51ac\u201d\uff0cHappyFresh \u65e0\u6cd5\u518d\u901a\u8fc7\u65b0\u4e00\u8f6e\u878d\u8d44\u6765\u8986\u76d6\u5176\u9ad8\u6602\u7684\u83b7\u5ba2\u6210\u672c\uff08CAC\uff09\u548c\u8fd0\u8425\u8d64\u5b57\u3002<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. HappyFresh \u5931\u8d25\u7684\u5916\u90e8\u73af\u5883\u5f71\u54cd<\/h2>\n\n\n\n<p>HappyFresh \u7684\u5931\u8d25\u4e0d\u80fd\u5b8c\u5168\u5f52\u548e\u4e8e\u5185\u90e8\u51b3\u7b56\u3002\u4f5c\u4e3a\u4e00\u4e2a\u5782\u76f4\u7535\u5546\uff0c\u5b83\u8eab\u5904\u4e00\u4e2a\u88ab\u5de8\u5934\u5305\u56f4\u7684\u6b8b\u9177\u751f\u6001\u4f4d\u4e2d\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u8d85\u7ea7\u5e94\u7528\u7684\u201c\u751f\u6001\u4f4d\u6324\u538b\u201d<\/h3>\n\n\n\n<p>\u5728\u4e1c\u5357\u4e9a\uff0c\u751f\u9c9c\u914d\u9001\u4e0d\u518d\u662f\u4e00\u4e2a\u72ec\u7acb\u7684\u8d5b\u9053\uff0c\u800c\u662f Grab\u3001Foodpanda \u548c Gojek \u7b49\u8d85\u7ea7\u5e94\u7528\u751f\u6001\u5708\u7684\u4e00\u90e8\u5206 \u3002<\/p>\n\n\n\n<p>\u8fd9\u4e9b\u8d85\u7ea7\u5e94\u7528\u62e5\u6709 HappyFresh \u4e0d\u5177\u5907\u7684\u4e09\u5927\u4f18\u52bf\uff1a<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>\u8fb9\u9645\u6210\u672c\u4f18\u52bf\uff1a<\/strong> GrabMart \u7684\u9a91\u624b\u5728\u975e\u5916\u5356\u9ad8\u5cf0\u671f\u53ef\u4ee5\u914d\u9001\u751f\u9c9c\uff0c\u8fd9\u6781\u5927\u964d\u4f4e\u4e86\u5355\u5747\u914d\u9001\u6210\u672c \u3002<\/li>\n\n\n\n<li><strong>\u6d41\u91cf\u9ed1\u6d1e\uff1a<\/strong> \u8d85\u7ea7\u5e94\u7528\u901a\u8fc7\u6253\u8f66\u548c\u5916\u5356\u79ef\u7d2f\u4e86\u6d77\u91cf\u7528\u6237\uff0c\u5176\u83b7\u5ba2\u6210\u672c\u51e0\u4e4e\u4e3a\u96f6\uff0c\u800c HappyFresh \u5fc5\u987b\u5728\u793e\u5a92\u4e0a\u6295\u5165\u5de8\u989d\u5e7f\u544a \u3002<\/li>\n\n\n\n<li><strong>\u652f\u4ed8\u95ed\u73af\uff1a<\/strong> \u5de8\u5934\u4eec\u62e5\u6709\u81ea\u5df1\u7684\u652f\u4ed8\u5de5\u5177\uff08\u5982 GrabPay\uff09\uff0c\u53ef\u4ee5\u5f62\u6210\u95ed\u73af\u7684\u5956\u52b1\u673a\u5236\uff0c\u589e\u5f3a\u7528\u6237\u7c98\u6027 \u3002<\/li>\n<\/ol>\n\n\n\n<p>\u6839\u636e\u5e02\u573a\u8c03\u7814\u6570\u636e\uff0cGrab \u5728\u5370\u5c3c\u548c\u6cf0\u56fd\u7b49\u4e3b\u8981\u5e02\u573a\u5360\u636e\u4e86\u7edf\u6cbb\u5730\u4f4d\uff0c\u4efd\u989d\u4e00\u5ea6\u63a5\u8fd150% \u3002\u76f8\u6bd4\u4e4b\u4e0b\uff0cHappyFresh \u4f5c\u4e3a\u4e00\u4e2a\u72ec\u7acb\u7684 App\uff0c\u5728\u540e\u75ab\u60c5\u65f6\u4ee3\u7528\u6237\u56de\u5f52\u7ebf\u4e0b\u7684\u80cc\u666f\u4e0b\uff0c\u5176\u72ec\u7acb\u5b58\u5728\u7684\u5fc5\u8981\u6027\u53d7\u5230\u4e86\u4e25\u91cd\u6311\u6218\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u5b8f\u89c2\u7ecf\u6d4e\u7684\u201c\u5b8c\u7f8e\u98ce\u66b4\u201d<\/h3>\n\n\n\n<p>2022\u5e74\u7684\u5168\u7403\u7ecf\u6d4e\u5f62\u52bf\u5bf9 HappyFresh \u6781\u5ea6\u4e0d\u5229\u3002<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u9ad8\u901a\u80c0\u4e0e\u7269\u4ef7\u4e0a\u6da8\uff1a<\/strong> \u4e1c\u5357\u4e9a\u5404\u56fd\u98df\u54c1\u4ef7\u683c\u98d9\u5347\uff0c\u6d88\u8d39\u8005\u7684\u8d2d\u4e70\u529b\u88ab\u524a\u5f31\uff0c\u503e\u5411\u4e8e\u9009\u62e9\u66f4\u5ec9\u4ef7\u7684\u7ebf\u4e0b\u6e7f\u8d27\u5e02\u573a \u3002<\/li>\n\n\n\n<li><strong>\u71c3\u6cb9\u4e0e\u4eba\u529b\u6210\u672c\u6fc0\u589e\uff1a<\/strong> \u7531\u4e8e\u80fd\u6e90\u5371\u673a\uff0c\u672b\u7aef\u914d\u9001\u7684\u71c3\u6cb9\u6210\u672c\u548c\u53f8\u673a\u7684\u5de5\u8d44\u8981\u6c42\u663e\u8457\u4e0a\u5347\uff0c\u8fdb\u4e00\u6b65\u538b\u7f29\u4e86\u751f\u9c9c\u7535\u5546\u672c\u5c31\u5355\u8584\u7684\u6bdb\u5229\u3002<\/li>\n\n\n\n<li><strong>\u52a0\u606f\u5468\u671f\uff1a<\/strong> \u7f8e\u8054\u50a8\u7684\u8fde\u7eed\u52a0\u606f\u5bfc\u81f4\u5168\u7403\u98ce\u9669\u8d44\u672c\u4ece\u65b0\u5174\u5e02\u573a\u56de\u6d41\u3002\u8fd9\u5bf9\u4e8e\u4f9d\u8d56\u878d\u8d44\u751f\u5b58\u7684 HappyFresh \u800c\u8a00\uff0c\u65e0\u5f02\u4e8e\u91dc\u5e95\u62bd\u85aa\u3002<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">5. HappyFresh \u7684\u542f\u53d1\u548c\u5546\u4e1a\u6559\u8bad<\/h2>\n\n\n\n<p>HappyFresh \u7684\u5012\u95ed\u4e3a\u4e1c\u5357\u4e9a\u4e43\u81f3\u5168\u7403\u7684\u521d\u521b\u4f01\u4e1a\u63d0\u4f9b\u4e86\u5b9d\u8d35\u7684\u751f\u5b58\u6559\u8bad\u3002<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li>\u89c4\u6a21\u4e0d\u4ee3\u8868\u58c1\u5792<\/li>\n<\/ol>\n\n\n\n<p>\u5728\u4e92\u8054\u7f51\u884c\u4e1a\uff0c\u89c4\u6a21\u5f80\u5f80\u88ab\u89c6\u4e3a\u62a4\u57ce\u6cb3\u3002\u4f46\u5728\u751f\u9c9c\u96f6\u552e\u9886\u57df\uff0cGMV \u7684\u89c4\u6a21\u5982\u679c\u5efa\u7acb\u5728\u4e8f\u635f\u7684\u5355\u91cf\u4e0a\uff0c\u89c4\u6a21\u8d8a\u5927\uff0c\u5931\u8840\u8d8a\u5feb \u3002\u771f\u6b63\u7684\u58c1\u5792\u5e94\u6765\u81ea\u4e8e\u4f9b\u5e94\u94fe\u7684\u6df1\u5ea6\u6574\u5408\u6216\u7269\u6d41\u7b97\u6cd5\u5bf9\u6210\u672c\u7684\u6781\u81f4\u538b\u4f4e\uff0c\u800c\u975e\u5355\u7eaf\u7684\u7528\u6237\u6570\u3002<\/p>\n\n\n\n<ol start=\"2\" 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