Shun Fung Hey guest: looks beautiful O2O utopia

Recently, a thriller title appeared in the micro-letter and so on, known as Hey Guest, "Shun Fung Crazy Ma Yun is afraid of the matter finally appeared", so exciting title, let no one can sit still.

Sure enough, after a collection of information, the original, Shun Fung Express in Hangzhou opened 8 communities of virtual shopping malls, the net article said: "Ms. Qin finally some understand, this is similar to the UK's largest O2O electric business Argos, in the shop posters, two-dimensional code wall to place virtual goods, and then scan the code through the phone, or shop in the network to purchase a single , then customers can choose to store their own, you can also choose to door-to-door. After reading this paragraph, I deeply feel that I out, first for the community in the O2O model so well know, dialogue professional, and casual shopping into the shop Lady expressed admiration of the pleasantly, but also to shun Fung this layout was stunned. Because, Shun Fung claims to put this model in the country more than 3,000, a great national layout o2o.

Through the Netizen entity visit, finally feel clear shun Fung Hey shop at this stage of ideas and practices:

O2O Distribution of electric distributor

Quantity: More than 3,000 counties, economically developed cities, provincial capitals, more layout, small and medium-sized cities correspondingly reduced.

Objective: To integrate shun Fung to optimize sourcing and carry out O2O electric business

Mode：

1. Virtual goods display, solid commodity explosion, tail products.

2. Inventory pressure decomposition to shun Fung Logistics system, distribution by Shun Fung solution, or rely on the "community last kilometer" user to mention.

3. Advertisement display, charge advertisement fee.

4. The merchant entered the expense, the rate and so on

Second, the local O2O entrance, the last kilometer

1. Vanke, pattern years and other development enterprises, relying on their own owners and community advantages, to solve the last kilometer of the layout, and Shun Fung is their own layout, the cost will improve.

2. Shun Fung Hey customers want is the entrance, this is a high ticket, theoretically, landing cloth point, is to layout the entrance, constitute a nationwide new marketing network and system.

3. Solve the last kilometer of O2O logistics cost, fragmented, shun Fung Express high quality logistics services as the basis, the Shun Fung optimization through

4. Platform Dream, capital Dream, well, it's a dream.

Iii. Advantages

1. The first advantage, other electric business giants react less than

2. Resource advantages: Logistics, logistics, or logistics

3. Brand Advantage: Shun Fung's Word-of-mouth service

4. Sourcing advantages: Centralized procurement, tail product explosion

5. Entity Advantages: Offline Experience Products

To sum up, so shun Fung in all parts of the layout, rented a high-quality façade, recruited a sentimental and emotional level of uneven, there is no standardized training of the shop assistants, decorated the store, paved with a small amount of merchandise. After the netizen enters the shop, must select in the shop and place the order. Yes, Shun Fung Hey, the customer is entirely in accordance with their own logic, to do the layout, and more like to do electrical business.

And O2O itself, the first is not the electricity quotient, if only the O2O understood as the localization electric quotient, I felt that is biased, O2O is the line carries on the product and the service screening, the online payment, under the line enjoys the product and the service one process. O2O-type localization of the electrical business, is only one of them. And this link, also not rely on a store to solve. And O2O the so-called last kilometer of the said, it is so, we analyze the problem of the "Hey Guest."

One, can not become domestic local O2O entrance

1. Product and service diversification, that is, the user needs diversification, hey customers can not solve the majority, just around the own product system for sales.

2. Virtual network and pure electric quotient mode, although can solve the space problem of goods display, but can not solve the problem of word-of-mouth communication, this is the most important part of localization, in addition to price, why consumers choose you? This question is very important.

3. A large number of localized consumption, regional attributes are obvious, many industries, industry classification also more complex rules and models, stores and network simple display, can not contribute to consumer behavior.

4. Hey guest function is a single, focus on the sales of electric dealers, the load localization of their own platform O2O mode of capacity is not enough.

Two, why Hey guest O2O is utopia

1. Domestic electric business environment, to be far superior to foreign countries, especially logistics

2. Domestic users have not yet formed a strong localization of the consumer shopping habits, especially the two or three-line city full purchasing power of the crowd, four-line city in addition to the cereals consumption, but not too much localization of the electric business atmosphere.

3. The electric dealer is needs the flow, the localization electricity merchant, the accurate flow is difficult to solve

4. Although the customer to a certain extent to solve the problem of standardization, but the talent problem, in the three or four-line urban layout can be particularly reflected.

5. The so-called O2O, more image said, is not a set of products or based on a platform, but a business principle, is based on a variety of product mix and marketing practices, stimulate customer purchase desire, and transform and form Word-of-mouth marketing, continuous purchase, reserve purchase, Circle Purchase, Small organizations around buyers activate the socialization of marketing methods and business ecology. Based on this ecology, we have to understand the unique advantages of the local electric dealer, but it is very rare to have these genes.

6. The cost of layout is high and ROI is extremely low, unless it seeks capital value rather than commercial interest.

7. Hey, customer solution O2O last kilometer ability is weak, integration ability in the current stage of the customer is not obvious enough.

8. The regional Internet is a strong competitor for O2O localization, this kind of website is based on many cities, has the complete ecology, the depth interaction and the local ground gas media attribute, once the transformation O2O, to hey guest class so-called O2O influence is very big, the Xiamen certain well-known portal website 2013 has carried on the attempt, and has achieved the huge success.

Some advice and reminders for hey guests:

1. The electric business is consumes the flow, should try to cultivate own UGC ecology, to O2O's understanding should not only be the electricity merchant.

2. Cloth point is not necessarily self-sustaining, can cooperate, cooperation mode is not necessarily joined.

3. Select Regional Internet cooperation to enhance the diversion of precision flow

4. Localized activities, interactions, branding

5. The role of benchmarking and example is enormous

6. Reduce cost promotion, localization is not because of your products, prices are good, but in the establishment of customer trust for local businesses, this trust is also the unique advantages of localization, trust will enhance Word-of-mouth transmission, but also brand and product services spread wildfire into a well-known secret of the magic weapon.

7. Pay attention to the rookie network development, don't think he is not want to do O2O, or really think he is to do logistics.

The

8.  attaches importance to the localization of the large owners community and regional plate, to the real estate industry experience.