The small end Gilt Taste’s death food business grave Revelation


in China, and has been a popular fresh food e-commerce business areas, almost all of the electricity supplier giants and traditional industry giants will enter the fresh food area, preferably downwind originally life network in different areas to do fast, but from the real success is still far away, in foreign FreshDirect (fresh direct) PeaPodRelayFoodsOcado (Okedo AmazonFresh) and other fresh giants are doing well, but does not mean that this area will be very easy, no matter at home and abroad there are many classic cases of failure, another "the earlier horse brother gene or thinking? A fresh electricity supplier dead" has analyzed the case of China, and today is a a classic foreign high-end food business failures -Gilt Taste


the following content is selected from Fortune Chinese network

May 2011, the electricity supplier website Gilt Groupe launched its latest sales website – Gourmet website Gilt Taste. Here a few weeks ago, Gilt Groupe just from including Goldman Sachs Group (Goldman Sachs), investors to raise $138 million of investment funds, this round of financing to give the company a valuation of about $1 billion.

Gilt Groupe is famous for a substantial discount and limited inventory of real-time flash purchase model, so as to bring the New York style sample sales to the world. Unlike it, the Gilt Taste claims to be built to become a "luxury brand" selling high-end food at high-end prices. However, this model did not work, and in May 24th, Gilt Taste quietly closed down.

but as a group has been established, and the prospect is expected to growing food tech startups as indicated by the failure of Gilt Taste, did not prove to have a share in the electronic commerce industry of local food economy cannot in annual sales of up to $225 billion. However, Gilt Taste of the Waterloo that online sales of food is completely different from selling brand-name handbags, understanding these differences is important.

Gilt tast extension

The demise of

Gilt Taste, and the failure of e-commerce sites such as early online grocery, retail start-up Webvan and online food markets and subscription service sites, Foodzie, have many reasons.

: a failure of product planning lack of fundamental characteristics of personalized food – food food business movement characteristics of at least understood, is directly related to start-up mode is not consistent.

no farm, city, region, or country will have the same local food system