Shun Fung Hey K: 30,000 convenience stores may not be made into O2O, fall into the "three not like" embarrassing situation

　From this year Shun Fung officially announced the "Hey Guest Plan", I began to pay attention to the black horse to the 30,000 convenience store O2O plan.

Shun Fung Hey guest is shun Fung is trying to upgrade from the logistics company to the heavy electrical business O2O Enterprise key attempt. But in the current situation, Shun Fung Hey customers have fallen into the "three not like" embarrassing situation. (I black Horse Note: On the electric business giants, in the convenience stores and local fresh market, under the Beijing-east, postal and other logistics enterprises. Faced with three-party competition, but no core competitiveness)

Shun Fung Hey guests arrive as scheduled.

Electric business giant Jing-dong, logistics giants Shun Fung, are at this time to expand the physical retail store, but their prospects really so beautiful, whether it is a castle in the wind?

In my opinion, the real difficulty of Shun Fung is not how to depict the beauty of the future, but how to drain, keep investing and mix competition in the actual operation process.

Shun Fung hope that with the help of Hey customers to promote logistics, Shun Fung optimization, and thus achieve O2O.

Shun Fung has users are almost all the type of express delivery, and Shun Feng optimal number of users are not many. Shun Fung's planning is the gradual layout of 30,000 such convenience stores, it is the first to face the problem of the cultivation of seed users. Who's going to be the seed user of the customer, why does the user choose to buy the product? This is the question that shun Fung needs to answer.

Shun Fung Convenience store can realize the growth of express business, but the sale of goods is difficult, and fresh products will be Shun Fung's main force, user experience difficult to grasp.

According to the current situation, shun Fung users should be the age of 25 years old ~45 consumer groups, but unfortunately, Shun Fung mobile end of the low download and convenience store laying channel single, will directly affect the user experience of this crowd.

I think, Shun Fung is the only reference to Japan Uniqlo model: Online promotion offline store, online store promotion app. Now shun Fung should focus on market promotion, that is, drainage, should be down-to-earth to promote the app and offline convenience store business interface well.

Shun Fung Another need to introduce online partners. BEIJING-East and Tencent cooperation, filled the Beijing-east of the short plate, and shun Fung can be introduced from Ali Flow.

On the surface, shun Fung electric dealers, physical stores and so on, and Ali in the business conflict, but I do not think so.

Ma Yun has been expected to reduce the last kilometer of logistics costs, and Shun Fung is clearly a step ahead. Ali rookie is also to optimize the logistics system, Ali in the front, Shun Fung in the back end, if this path can be opened, far more than the results of the competition brought about by the two sides much better. Moreover, the flow of Ali is precious to shun Fung, and shun Fung can accumulate the entity store data under the line of feedback to Ali, the two competing, more than the competition.

Shun Fung Hey customers laying 30,000 stores, in the capital investment will be huge, and as the main business of Shun Fung Logistics, future investment will be expensive.

2013, Shun Fung has expanded 27 prefecture-level cities, 629 county districts. Up to now, Shun Fung has built more than 6,000 business outlets, covering 31 provinces, autonomous regions and municipalities in mainland China, involving more than 300 large and medium-sized cities and more than 1900 counties or county districts.

It is not difficult to find that in 2014, Shun Fung Logistics service outlets still maintain a rapid expansion of the situation, it is clear that Shun Fung and do not want to because of convenience store investment slowed down the logistics business progress.

The logistics business continues to explore, to the county, township and so on, is the inevitable trend, and logistics expansion will bring enormous cost pressure. In accordance with the development of Shun Fung thought, it will be a logistics department store, then, such a large layout, so many outlets, Shun Fung can carry?

Shun Fung approaching the pace of EMS is still speeding up, the future of the logistics industry will not weaken the competition, the Community Express, localized courier will gradually erode the market, Shun Fung stressed that a one-to-one experience can be implemented in place, will be a small challenge.

Shun Fung has had to face the competition from three dimensions at the same time, on each of the electric business giants, in the convenience stores and local fresh market, under the Beijing-east, postal and other logistics enterprises.

At present, the domestic cold chain system is not perfect enough, the electric Shangdou expect to set up its own cold chain system, such as Beijing and east. In this respect, shun Fung does not fully guarantee the lead. In addition, in addition to logistics advantages, in product categories, electric operators and other aspects, Shun Fung does not have the advantage, need to expand and upgrade a lot of places.

In addition, community convenience stores are a wide variety of there are traditional entity chain stores, but also small private convenience stores, the local fresh market is the consumer procurement of raw products, the customary channel, Shun Fung Hey looks very beautiful, but after landing must face the challenges of consumer procurement habits and localization of the store competition. Multi-channel drainage, so that member registration and store experience easy and convenient, this is the current shun Fung urgent need to think about the problem.

This article is an entrepreneur Zhang to the "entrepreneur" &i Dark Horse Contribution, reproduced please specify the source