潜水简介：
- 蓝色围裙报道nET收入比一年前的第一季度下降了20％1.67亿美元，driven primarily by a decrease in customers and orders following a pull back in spending during the second half of 2017. It spent spent $39.3 million, or 20% of its revenue, on marketing, a decline from $60.6 million, or 25%, a year ago. Blue Apron said it reaccelerated marketing efforts in the first quarter of 2018 with a focus on building efficient and sustainable growth.
- 蓝色围裙said it had 786,000 active customers compared to 746,000 in the fourth quarter of 2017 and 1.04 million in the first quarter of last year.Average revenue per customer was $250 in the first quarter of 2018 compared to $248 in the fourth quarter and $236 in the first three months of 2017. The company's net loss narrowed to $31.7 million for the period ended March 31 from $52.2 million a year earlier.
- The meal kit provider said it has与Costco启动了一项试点计划，以携带其产品，这是将品牌覆盖范围扩大到更多家庭的努力的一部分。
Dive Insight:
Blue Apron在公众聚光灯中的时间却令人振奋。尽管该公司在快速增长的餐具套件空间中受益匪浅，但它在内部和渴望吸引吸引蓝色围裙的相同增长的竞争对手面临着越来越多的斗争。
它最近的一个季度举例说明了餐具套件先驱面临的挑战。众所周知，这个空间很昂贵。在Blue Apron面临着昂贵的前期营销成本来获取新用户，但长期保留它们已被证明很困难。在过去的一年中，该公司削减了营销，但与此同时，大约有四分之一的人使用该服务。这为公司造成了困境 - 它是否花在吸引用户的同时增加损失或减少损失并发现使用该产品的人更少的人？
尽管该公司周四表示，最近增加了营销工作，但它“重点是建立高效和可持续的增长”。不确定要花费多长时间才能出现公司的财务状况以及是否足以将蓝色围裙变成可持续且有利可图的公司。
In the mean time, the company is looking for efforts to expand the brand's reach, a key step toward adding more customers. In its earnings report, the company announced a pilot program with Costco, but it's uncertain whether the bulk retailer and its 740 or so stores will be enough to meaningfully help Blue Apron. If the company wants to benefit from having its meal kits in stores, it's going to need to add a lot more retailers. But what big player is left to carry them?
镀金是由艾伯森（Albertsons）购买的，去年秋天，Safeway，Shaw's和Jewel Osco的所有者，以及Publix and Kroger是开始在一些商店中销售餐具包的零售商之一。亚马逊也在空间中，沃尔玛刚刚首次亮相其250家商店中的三种品牌粉料套件。
其他进餐套件公司也在积极扩大其存在，表明进入障碍很低。HelloFresh's North American president Tobias Hartmann told食物潜水在面试中in February that the company will likely overtake Blue Apron as the U.S. meal kit market leader by the second quarter.
蓝色围裙面临着自己的自我造成的问题。它一直在挣扎subscription losses, executive turnover, high operating costs and costly facilities, including a fulfillment center in New Jersey that went live too early. These obstacles are reflected in its stock price that is down about 80% since its IPO last June.
即使蓝色围裙分散更加容易了,,ck-prep and health-focused meals while increasing its retail presences, it's unlikely to separate itself from its other competitors. For now, its best bet is to find a way to lower manufacturing and marketing costs, while looking for ways to entice customers to stick around.
