Shun Fung fully develop O2O, "Hey, customer" how exactly?

Alibaba shares in Yintai, Wanda, Baidu, Tencent announced jointly funded in Hong Kong to set up Wanda E-commerce Company, full development line under the electric business model ... This year, whether the online giants or offline big guy, the focus of attention is increasingly focused on line of business integration.

Among them, "Hey Guest" is the express delivery giant Shun Fung works. This sound cool name, from May 18 this year has a new definition-shun Fung's online shopping service community store. 4 months past, Shun Fung this line under the integration of the experiment how to do? The reporter conducted a related interview.

What about "Hey, guest"?

September evening, Autumn breeze. Beijing Chaoyang District Shuang Hui Yuan Xiao qu, traffic flow, crowd bustling. In the neighborhood of the South Gate office, the bottom of the business, the popularity is not too prosperous. One of the bottom floors of building 5th is the "Hey Guest" double hui Yuan shop. Backyards on the black background red box white, especially eye-catching. Enter the shop door, the unified decoration style, and its "Hey Guest" shop in line.

20 square meters of storefront, only a clerk on duty. Around the wall surrounded by merchandise posters, both fresh food, and mobile phone appliances, as well as wine, watches and so on. In addition, the store also has a special promotion of cooking oil and other in-kind. Store in the middle of the computer display screen, the clerk told reporters, can refer to these posters and the kind in the shop place a single, "The price of goods and in the Shun Fung optimization of the price is the same, but in the shop can enjoy a single 200 yuan less than 20 yuan discount, if you use your account in the Shun Fung Optimal order, you can not enjoy. However, the reporter observed in the shop experience, and no one else into the shop counseling or orders.

The reporter learned from shun Fung customer service, Beijing has a total of "Hey Guest" shop nearly 90, mostly located in the neighborhood. For example, "Hey Guest" new Hualian Shop is located in Tongzhou District, the new Hualian home community near, shop long Wei Hongmin said, the site is because there are a few more mature community, the residents are mostly young people, the consumption capacity is stronger. "Hey," said the director of the market planning, shun Fung use of logistics accumulation of large data location, "Hey Guest" choose to open in the online shopping active neighborhood, these places can achieve "Hey Customer" value proposition.

"Hey Guest" Marketing planning Director Introduction: "Compared to consumers with mobile end shopping, ' Hey guest ' experience of the advantage of experience and return service, customer orders after the goods to the store, customers can directly experience the purchase, if it is not appropriate to return the goods on the spot. Compared with the traditional 7-11-day return service, ' Hey Guest ' through the strong logistics advantages, the fastest can do the same day return, 3 days replacement. The future ' Hey Guest ' will launch the application for mobile end shopping, so that customers can enjoy service anytime. ”

At present, Shun Fung "Hey Guest" in the country opened 2000 or so. "We hope to open not less than 4,000 ' hey guests ' in less than a year," he said. "Hey Guest," said the head of the marketing program.

What does "Hey Guest" bring?

In the industry, although "Hey Guest" with retail, convenient service attributes, but shun Fung Trans State development has always been based on express logistics business.

Parcel storage space is limited, community distribution efficiency is low, labor costs high, users worry about privacy issues, express in the "last kilometer" on all kinds of problems to restrict their own development. "Hey Guest" opened the Community distribution of space window and time window, customers can send themselves to the shop Express, can also be scheduled to store the distribution time, improve the delivery efficiency.

"' Hey Guest ' for Shun Fung's ' last kilometer ' set up a small engine, it's logistics, micro-finance, commodity transactions are gathered here, if this type of community electric business development is strong enough, one ' Small engines ' can be connected in tandem, for the livelihood of the logistics network injected a strong impetus to promote the livelihood of the logistics cost lower, faster response, more proactive. Yang Daqing, deputy editor-in-chief of the modern logistics newspaper.

However, it remains to be seen whether this goal can be achieved. From the "Hey Guest" to open the shop so far feedback, two-dimensional code online trading transactions light, and the most popular or fresh food buy.

Lei, director of China e-Commerce Research Center analysis, the current "Hey Guest" shop in the display of the volume of goods is not rich, and a large number of Taobao and other online shopping platform, compared with limited product options. "And more is the picture form display, the kind is few, with the ordinary net purchase difference is not big." Consumer acceptance of this new type of shopping model is not high. ”

"' Hey Guest ' is a very experimental experiment, and it's unlikely that it will come to all, and Shun Fung wants to know what part of the community's key needs it can meet." If you hold a hammer in your hand, you can see the wall and want to nail it, which is dangerous. If you want to quickly spread to the community of large and medium-sized cities, outlets are in million units, investment scale is Bai other, this will cause a huge heavy asset burden on the company. Internet Data Center expert yanping a cautious view.

Where do the community electric dealers go?

"Hey Guest" carries the strategic intention of the Community electric dealer of Shun Fung layout.

In fact, since 2011, Shun Fung on the attempt with the red flag chain, 711, hundred miles and other chain convenience store cooperation, close to 30,000 cooperation outlets, customers can go to convenience stores to send themselves express. Simply from the solution to express the "last kilometer" of the receipt of mail, the way of cooperation for Shun Fung is obviously a cheaper way. Lei analysis, because the use of physical store mode, the current "Hey Guest" in the shop rent, decoration, transportation and peacekeeping personnel input costs are relatively high.

"With the convenience of enterprise cooperation, capital interaction, commodity reserves, properties are in the hands of others, self-management can strengthen vertical integration control." "Yang Daqing analysis.

"Hey Guest," said the director of marketing planning: "The new ' Hey Guest ' is upgraded after the Shun Fung store, it to shun Fung Express logistics advantages as the core, to shun Fung already has a strong customer resources as the basis for daily necessities to provide express logistics, shopping, finance, laundry and home appliance maintenance and other services, to create non-traditional retail life business Super concept, Accelerate the process of community service industrialization. ”

"Community electric business is a forward-looking electric business model, the current domestic community electric dealers are still in the initial stage of exploration, immature development." As the community electric dealers close to the consumer market, real-time grasp of large consumer data, but also to solve the "last kilometer" problem, the future will become the electric dealer layout line under the field of an important strategy, the prospect of time. "Lei said.

"Hey Guest" appeared, the network appeared a voice: Shun Fung to leather Alibaba and Jing Dong's life.

"However, I think that at present Shun Fung to other logistics enterprises and all platform classes of the impact of the electrical business is not very small." Shun Fung ' Hey Guest ' mode to create a new line of electrical business online under the model, Shun Fung can use ' Hey guest ' to build a platform, let other electric dealers settled in. The appearance of ' Hey Guest ' is the exploration of the development of the domestic community electricity quotient, which provides a model for the distribution line of the electric dealers. "Lei said.

Shun Fung's move is not a maverick, many internet giants are speeding up the layout of the business under the line: Alibaba to buy a map of gold, a stake in Yintai, its Alipay and retail enterprises to carry out barcode, Sonic and other payment cooperation; Tencent shares the public comment network, with a number of retail enterprises to carry out micro-credit marketing; Baidu to Baidu map as the core, through Baidu Group purchase and Baidu Travel, to create a platform and proprietary mode of integration, Jingdong and Tangju and other chain enterprises.

Major electric enterprises in the early period of large amount of burning money investment, painstakingly built, occupy a high market share, has changed from rapid expansion to rational development, and constantly realize that the simple network model can not support the long-term development of the network retail business, so the online steering line becomes inevitable, electric commerce has set off an upsurge.