Speeding up the layout of Pearl River Delta by Rapid Transit

Shenzhen Business newspaper in Dongguan reporter Wang Hairong

When the industry is still in the "star Rush" of the rapid Fall and Shixi unceasingly, headquartered in Shenzhen, the domestic express tycoon Shun Fung Fast Transportation company has accelerated its in Dongguan and other Pearl River Delta City layout pace, following the opening of a number of "shun Fung" convenience stores in Shenzhen, and recently rented a façade in Dongguan, their own investment opened 3 Unified logo convenience store , but the Shun Fung in Dongguan is to take the form of Kaniko, their own shop network open. In addition to the store can provide Daily Express mail, but also operate convenience store daily merchandise. Company officials said the move as a "touch stone across the river," the attempt.

For Shun Fung's counter-city, home urgent send, tact, Shentong and other peers are not follow up. And for Shun Fung abandoned previously in Shenzhen and 7-11 together to expand the mode of sending outlets and Kaniko strategy, Dongguan Retail trade association suggested that the convenience store operation seemingly simple but complex, to maintain the normal operation of the store cost is high. Express Company If you really want to use their own logistics network advantages of the gold chain operation, as with the existing convenience store brand enterprises strong alliances, convenience stores in the convenience of the provision of additional courier services.

The first convenience store hiding in the community

Reporters yesterday visited a shun Fung convenience store in the Southern District of Dongguan. The location of the store is located in a large residential area at the side door of the commercial street, around a word lined with pet shops, bedding shops, beauty shops and many other life services, there are more sophisticated convenience stores. Purely from the outside, the black and white tone of the Shun Fung convenience store is inconspicuous.

The convenience store area of about 30 square meters, the store only set up two rows of shelves, the display of goods are not many, kinds of less than hundred kinds, mainly selling a variety of drinks, flour products, packaging snacks.

According to the shop sales staff, convenience stores open 9 o'clock in the morning every day, until the evening 10 o'clock. Unlike the general convenience store, this convenience store at the cashier's counter added a special for weighing the express weight of electronic scales, as well as a large stack of neat and tidy express Shou documents, the salesperson can be directly in the counter for customers to receive and send express procedures. "Customers can send their own things to the store, you can also go to the store to pick up their own express, if necessary, you can also call the staff door-to-door reception, delivery express."

Although the sale of goods is very simple, but Shun Fung opened the store there is clearly a greater ambition. This point from the business sector issued to Dongguan Shun Fung Commercial Co., Ltd. Business license can be seen clues. As the direct investor of the convenience store, the company registered in October last year, the business scope includes retail and wholesale daily necessities, bedding, electrical appliances, design production, the distribution of various domestic advertising agent, ticket sales agent, retail is only one of the services.

According to the observation, the convenience store's consumer objects to the nearby resident resident mainly, the company customer very few. The reporter observed in the shop for half an hour, in addition to two adults with two students came in to buy two bottles of cola, no other customers, not to mention to deal with express business customers. "This shop has been open for one months, but in the impression of the neighborhood, it just treats it as an ordinary convenience store, and many people forget the courier function in the store." One of the neighbors told reporters.

Why should Shun Fung "cross the boundary"?

Previously, by the "star Emergency" impact, many people began to pay attention to the huge network of the express industry will have a different degree of blind expansion of the fund chain worries. This concern also prompted more express companies to start prudent investment.

and by virtue of direct business model, high-end positioning and air transport development of Shun Fung has been recognized by the industry is a good student enough attention. With many "express excellent and logistics" counterparts, Shun Fung for many years has been insisting on only express, and only do small pieces, do not do heavy goods.

But will the cross-border activities of Shun Fung, which are not good enough, be implemented smoothly?

"The convenience store is not a cross-border operation, but a supplementary service that we have built around our core business." "Shun Fung company based in Beijing, PR-related director Huan told reporters, Shun Fung's main business is still express, retail is only ancillary industry." According to its introduction, the Shun Fung altogether registered in Dongguan 8 convenience stores, of which there are 4 in the urban area of Dongguan, Changan, Humen, Houjie, Dalang and other 4 towns have one. At present in Dongguan trial 3 stores all belong to the direct battalion shop. "We are now just an attempt, belonging to the Stones state. ”

Prior to that, Shun Fung has been in Hong Kong, Shenzhen, Guangzhou, Zhuhai and other Pearl River Delta region, the main cities set up convenience stores, which since last year in Shenzhen, Futian opened the first convenience store since, in Shenzhen has more than 20 hung "shun Fung" a unified signboard convenience store. Dongguan opened the shop, showing Shun Fung in the Pearl River Delta, the important city of steady "weaving nets" development strategy.

Statistics show that Shun Fung in Dongguan has more than 100 business outlets engaged in express mail delivery business. If according to the principle of the nearest cover, Shun Fung theoretically can open more than 100 convenience stores in Dongguan.

There are insiders believe that the retail business can increase revenue, share a simple courier network to bring the operating costs. Also can improve with other express company service difference, is advantageous to the brand promotion, therefore does not exclude shun Fung in the future will speed up the convenience store's opening shop speed.

Experts: Take the Road of alliance

A large number of courier outlets and sophisticated modern logistics system, strong warehousing and distribution capabilities, as well as in Shou Express, payment settlement process, with many enterprises to establish good relations, these are shun Fung into the convenience store important weight.

"But with these advantages, it is far from enough to run a modern chain of convenience stores." "Zhou Zhenxing, deputy general manager of Dongguan Convenience store, which owns more than 3,500 stores in Guangdong, said," from the current situation of store goods, Shun Fung has not invested heavily in the retail business, at best, more like the convenience of retail services we see at some petrol stations, is the value-added services provided by incidentally. ”

In fact, since last October, Shun Fung began to try to cooperate with 7-11 convenience stores in Shenzhen, in these stores hang out Shun Fung Express "authorized agent Point" logo. But the shun Fung in Dongguan is to take the form of a do-it-yourself shop.

Dongguan Retail Trade Association a deputy president Zhang introduced, now a unified brand of convenience stores in the franchise development process, need to involve network development, commodity planning, logistics distribution, human training, after-sales service, brand marketing and many other links. To build a convenience store brand successfully, not to spread out the number of dozens of outlets so simple, need to invest a high cost.

He suggested that, as a direct choice with some stores resource-rich strong convenience store brand Alliance, through the latter's stores directly carry out express Shou business. In this way, you can save the cost of opening a new convenience store, or you can further expand your express network. The original convenience store can also expand their convenience services, to achieve a win.