Shun Fung Enclosure Community electric Dealers Hey Inn, gimmick more than the essence: Vision into Utopia?

Shun Fung build Hey Inn

Black and white red collocation of the keynote, simple decoration, shun Fung Hey Inn recently in the country many cities opened open. However, unlike ordinary community stores, walking into a store, except for a few touch screens for shopping orders, can hardly see anything, instead of a photo of the merchandise affixed to the wall and glass. To buy something, consumers need to pick up a mobile phone to scan the shop posters, the two-dimensional code wall purchase.

Compared with the general convenience store, Shun Fung Hey Inn model is closer to the community's new business. Hey, inn. The current business structure includes community services, financial services, logistics and courier, as well as virtual consumption, mainly engaged in commodities including fresh food, maternal and infant supplies, 3C digital, clothing, shoes and hats and so on.

For the consumer, you can enjoy unconditional return service at the Hey Inn. If the consumer is not satisfied with the goods, returns do not need to handle any formalities, and the delivery of freight are borne by Shun Fung. In addition, according to Shun Fung related responsible person, in the Hey Guest can also enjoy the corresponding price concessions, such as in the physical supermarket price of 289 yuan of milk powder, at the Hey Inn price of 218 yuan.

For businesses, the first batch of online Hey Inn can be for the cooperation of businesses to provide physical display, pre-sale, special logistics and other services.

Based on the advantages of Shun Fung in the logistics, hey customers to achieve a warehouse-free business model, consumers in the Hey Inn after the order, the merchandise will be sent directly from the origin to the receiving address.

It is understood that, since May 18 announced the first batch of 518, Hey Inn Landing, in the trial operation at the same time, around the new Hey Inn Open Shop Business is also synchronized, in addition to Qinghai, Tibet, will cover the provinces and municipalities of the country. Downwind plans to open not more than a year in less than 4,000 of the Hey Inn.

"For us, the store construction formed a network to have enough competitiveness, or really can let consumers feel the hey guest on his side." "Shun Fung related responsible to tell Phoenix technology."

"Tyrants" Shun Fung: Electric dealer Enclosure

Offline entity store costs compared with the virtual shop, regardless of the rent, human costs and other costs are virtual shop several times, the joint founder of Fresh Wharf to the Phoenix technology, said: "This way of burning money, only shun Fung will play like this." ”

In the logistics has occupied a place in the shun Fung this why braved the risk of burning money to build Hey Inn?

For the purpose of Building Hey Inn, Shun Fung, the relevant person in charge frankly, it is to better solve the logistics of the "last kilometer" problem, Hey Inn will be in the whole business of shun Fung Fast transport in a strategic transformation of the innovative Pathfinder role.

However, Shun Fung This build Hey Inn Focus does not seem to be confined to its traditional logistics business. Some insiders believe that the real purpose of Shun Fung's move is to build O2O closed loop, for the development of its electric business, the foreshadowing of this expanding offline convenience store to obtain the synergy between the retail business and the electric business transactions, and combined with its own logistics advantages in many competitors in the electric war field to share a cup of soup.

"Hey, Inn. With the ability to cultivate the user's own habits, the offline customer resources can be converted into online traffic. Consumers in the mobile phone scan two-dimensional code at the same time, will visit the app, which can optimize for shun Fung to bring high-quality flow resources. "Hundred Joint Consulting Founder, China Electronic Commerce Association senior expert Zhong told Phoenix Technology, Shun Fung this big investment hey customer's aim is to optimize the introduction of high quality flow resources.

In addition, according to Zhong introduced, because Shun Fung Direct logistics costs relative to other joined-type logistics companies relatively high, and Shun Fung Built Hey Inn can also achieve not to reduce efficiency and can save the human cost of the role. In the Hey Inn, the original courier to body and several jobs, labor intensity increased, but its income basically remained unchanged.

Gimmicks outweigh substance: vision becomes utopia?

"Shun Fung to Crazy, Ma Yun is afraid of things finally appeared." "Hey, when the Inn opened, a number of media appeared as headlines.

However, one months later, the performance of the Inn does not seem to bring a lot of surprises to consumers, on the contrary, the question is endless.

1, the cost is high, the profit pattern is unknown

Compared with the virtual shop, Hey Inn in the operating costs will bring pressure to shun Fung. According to people familiar with the calculation, coupled with rent, shop staff wages, decoration costs and miscellaneous fees, a year of the company's operating costs at 500,000 yuan. And to Shun Fung Hey Inn this year's target 4,000 calculation, only one year Shun Fung Hey Inn's basic investment is as high as a billion of yuan. It is understood that 2013 Shun Fung's net profit of about 1.6 billion, just enough to maintain a year of the operation of the Inn. Shun Fung Hey Inn investment for Shun Fung, is undoubtedly a huge financial pressure.

In the case of high cost, Hey Inn is still in the burning money stage, has not found a clear profit model. "Shun Fung now just have a general direction, can be more certain of the profit model is admission fee, follow-up profits, as long as the terminal network can have influence, is very simple things." Unlike the traditional industry, O2O's model is in the exploration, it is difficult to make you see all the profit points, the variables are very large. "A person in the electric industry said.

Shun Fung related officials also admitted: "Now Hey Customer's profit model has not yet formed a curing mode." ”

2, with the code on the Amoy "face"

Recently, Alibaba issued a code on the Amoy Open strategy, the introduction of the code on the Amoy platform: consumers as long as sweeping a sweep of cooperation in the packaging of two-dimensional code, it can and the cat, Taobao behind 1 billion items docking, complete the online shopping. This model is very similar to the Hi-convenience store introduced by Shun Fung last month.

Ali has also reached cooperation with China post, in the logistics accelerated the layout. And Ali has the cat Taobao over the past 11 years accumulated in the vast number of merchandise data, which for Ali to achieve precision marketing provides data support. More importantly, Ali also has a real-world exchange that has been settling down for years, which can make consumers more aware of their products.

3. Poor user Experience

In the Hey Inn, consumers can not see the real goods, from this level, the actual user experience of the inn is greatly reduced. And Hey Inn in the tedious shopping links, and the price of the same shop to the consumer's enthusiasm poured a basin of cold water.

Ms. Dai, who works in Wangjing, told reporters: "Now the online shopping is very convenient, there is no need to go to the store to scan the two-dimensional code." When asked if he would go shopping at the inn, Ms. Dai said: "You will try as a novelty, but after a fresh effort, you will always have to look at the situation." ”