What I've seen and heard Hey Guest analysis Hey guest's existential logic

[Guide] Shun Fung Hey, starting from this year's shop, they have a black storm, it is announced that a year to open a full 4,000 stores. Outside of the dispute is also a lot of people, including the question of its voice, the extremists are directly to him sentenced to death. Hey, what's wrong with the guest?

Believing, the author with Doubt, visited the Beijing da Wang Road near a a hey guest, and then together with everyone spit this is not to be seen in the Hey Guest mode, of course, spit slot does not mean that only negative.

I saw the hey guest.

Before some of the experience of the "Hey Guest" article, I think the basic situation of the description of the customer is still more honest, picture-related information is also very rich, here is no longer one by one repeat, the reader can refer to the previous article. But it is important to emphasize that some information and the author think that should be understood.

1, the physical display is allowed to buy. This is an error-correcting information, there are articles say Hey guest show to the customer to see the physical goods do not allow customers to buy, when the shop, the author specifically asked if you can buy goods, the answer is yes. Perhaps the previous rules are different from the current rules, but the news is that physical goods can be purchased.

2, although Shun Fung first batch of Hey customer has been open for several months, but hey, the current online function is not perfect, and even in the preparation of testing phase, directly lead to poor user shopping experience. At present, Hey Inn online shopping display on the wall, the display of merchandise information only a small part with two-dimensional code, most of it is just information introduction. With two-dimensional code of information consumers through the sweep code, consumers will be directly into the product page, but this page is not shun Fung, but the direct import of the goods provided by the Third-party Merchants online page. And those who do not have two-dimensional code of the commodity, it is more complex, the need for consumers based on commodity brands and other related information, to shop in the shopping flat to find the corresponding brand, and then further search for goods, the final entry is also a Third-party business page.

3, after the third party Merchants page browsing the product information to determine the purchase, consumers can not directly to the order and to pay, but only to buy the goods into the shopping cart, and then by the staff in the store to help you to pay the order, the goods are also converted into staff on-site collection, that is, the final trading link under the online completion, Instead of finishing online. Staff told the author, leading to this result is because Shun Fung Mall is not online, online after these businesses are shopping malls in the merchants, consumers will enter the mall page is no longer the third party of their own pages, consumers will have their own independent account, and the mall online specific time, probably October.

4, the goods purchased by the customer store, most of the use of Shun Fung logistics distribution, but not all goods will use Shun Fung Logistics, a small number of goods are third-party businesses to find their own cooperative logistics. In terms of inventory, there are some goods directly using Shun Fung's warehouse, that is, from the customer after a single, these goods delivery does not need to be issued by the merchant storehouse, but Shun Fung Warehouse has these goods, directly by the Fung Warehouse delivery distribution.

5, hey guests in addition to the online shopping experience shop, but also logistics service stations. The author of the shop, there will be customers to send express packages to the store, the store door is also piled full of parcels, courier personnel are on the side of sorting these express. Staff told the author, hey, customers also provide Shun Fung logistics services, customers can send to the shop, in addition to the store also offers their own services, if the customer chose to mention, the goods to the store after the customer will receive the notice of goods to the store, and then just in the business hours in the shop to pick up the store, since the mention of merchandise customers can enjoy express concessions Hey, customers also provide some after-sales service to consumers, such as consumer goods after the discovery of quality problems, need to return, through the store can be returned directly and return payment, and do not have to wait for goods returned to the merchant before receiving the payment.

Hey, guest logic.

If it is easy to think of a convenience store, then many questions are at least based on, at the moment, hey guests can not achieve the basic functions of Community convenience stores, that is, easy to buy. The question is, is it too one-sided to equate a convenience store with a good customer? The convenience store has been unable to define the customer's definition of the customer, so hey, what the hell is a guest?

Shun Fung official so defined Hey guest: Online shopping service Community shop. And the future direction for the network to buy territory, life Butler, Community Logistics Center. At present, hey guests in these three directions are reflected, but logistics and online shopping two lines. Logistics Hey Guest has the original delivery and dispatch functions, and increased the service, which is the most basic business, the change is not very small, since the operation of mature, can reduce human costs, improve operational efficiency. Online shopping is an extension of the Community Logistics Center in another major business, but if you understand the online purchase to shop online that is wrong, this is not the original intention of the customer. I also asked the clerk to ask this question: Why consumers do not complete online shopping at home, must run to the Hey Guest store? The answer is that consumers will mainly do online shopping at home, hey customer focus is not to ask consumers to shop orders. The main role of the store is to create a better online shopping experience for consumers. The physical goods in the store may be products that need to be promoted by the activity experience or some specific commodity in the quarter, to facilitate the consumer in the store for the physical experience, including the hey Guest in the fitting room, the future may launch a specific underwear shoes and hats, the store has a physical test, to facilitate the consumer experience after the purchase decision. In addition to the pre-sale experience, after the sale of goods and services in the store can also be more convenient service. Life services at present, the customer mentioned slightly, but such as domestic services such as business related or relatively shallow.

So, hey, the customer has its own logic, although the author can not be ignorant of the heart of the bad say hey guests are doing a good job, but also can not because of the experience of poor problems, arbitrary negative logic of the mode of communication. The author has always believed that the experience shop is the choice of Jingdong O2O, the reason is that the experience shop can be in the commodity experience, warehouse matching, after the sale of these areas to further consolidate the Beijing-East advantage, hey customer logic and the author's point of view is consistent, slightly different is the more ambitious.

Questioning the non alarmist

In retrospect, many of the projects logically make sense, but the final success is very few, because the road to achieve the goal, there will always be many difficulties, this is also the author think that the voice of the query hey people have its basis for the reason, was taken to spit, some really is the road to the success of the stumbling block.

First, store costs. Shun Fung Original Logistics distribution site needs cost, although have the same function of the Hey customer can replace the same area of the site, but the shop decoration, ancillary equipment, personnel still uplift its original cost. At the site, most of the time, most of the guests choose suburban or deep into the community, have their rent costs. And hey customers rely on the network to buy points, channel advertising costs, logistics bundles, and from the cost of operating efficiency to improve, and hey customer's own operating costs can achieve break-even, and then achieve profitability, shun Fung should be well calculated.

Second, the change in consumption habits. is still the old problem, why do consumers want to buy? Here the change lies in two places, first of all, why consumers move from other online shopping platforms to Shun Fung Mall, and why they want to come out from home to the store. In fact, the above two changes in consumption habits of the fundamental factors are in the customer service experience. The number of different online shopping experiences that customers can offer and how well they experience them will ultimately determine whether they can drive consumers to change their previous spending habits.

Third, community resource integration. It's a little far away, but it's a big ambition, hey. The ultimate goal of the customer is probably the Community integrated Service Center. At present, put aside the logistics and online shopping, hey customer-provided community services, meaning more to enhance consumer stickiness, such as the convenience of payment, ticketing, cleaning services, and so on, did not deeply carry out community life services. And like the hours, nannies, laundry, maintenance and other complex community life services, is vertically deep in the enterprise is still disgraced, hey guest so inexperienced layman, really integrated community resources difficult to imagine.

Because of the outside of the question of hey guests, with the author of personal research shop, from the pattern of the logic of identity, to explore the difficulties of the road, the author felt that simple from a certain level of the success or failure of the customer, it is inevitable that the lack of persuasion, at least at present, by the community service shop cut, real line online under the fusion exploration, not a lot.