After the battle of the electric dealers, the plight of every customer sincere goods forced to survive

Absrtact: After the Battle of electricity merchants, the plight of every customer sincere goods forced to survive. June 30, 2014, where the customer Prudential Products (Beijing) Technology Co., Ltd. (hereinafter referred to as: fan) subsidiary of Beijing Wind Tatsu Express Co., Ltd. (hereinafter referred to as: Wind Tatsu) announced by the Citic Foundation

Electricity business after a bloody battle, the plight of every customer sincere goods forced to survive.

June 30, 2014, where the customer Prudential Products (Beijing) Technology Co., Ltd. (hereinafter referred to as: "Every Customer") subsidiary of Beijing, such as Wind Tatsu Express Co., Ltd. (hereinafter referred to as: Wind Tatsu) announced by the CITIC Fund wholly-owned highway Enterprise Tiandi Huayu Group (hereinafter referred to as: Tiandi Huayu) acquisition

Six years ago, in order to solve the last kilometer of business logistics distribution dilemma, where the customer built logistics companies-such as wind Tatsu. Every guest chairman aged for this to smash tens of millions of million. Peak, such as the wind reaches the distribution range can reach 31 provinces and provincial municipalities, a total of 340 municipal and provincial territory, covering 2,054 urban and county-level cities. When the wind has become an important asset for every guest, but this is a beautiful bubble of capital prop up. After the bubble burst, such as the wind reached the rapid fall.

As early as two years ago, if the wind up operation Crisis had already appeared. Abolished and closed part of the site, involving the northeast, Southwest, South China, central China and other 4 regions, abolished multiple sites are merged into the third party logistics system. Once let the old complacent such as wind Tatsu, has become him and every guest's heart. If the wind reaches what kind of predicament, make old must reluctantly "brandished chop will"?

Survival

In the early days of undertaking, the story of the wind is well known. Aging rely on the excellent network when the old subordinates Li Hongyi, with 100,000 yuan to start the fund single-handedly created such as wind Tatsu. From 2008 to less than 50 people, by 2011, more than 5,000 people, such as the speed of expansion of the wind is rapid.

As of 2011, such as the Wind Tatsu Express outlets opened the city reached 26, the site reached more than 400, self-built logistics part of the total distribution of 60% to 70%. Where customers to create 24-hour distribution circle to Beijing, Shanghai, Guangzhou and other logistics Center as the core, 300 km open 24-hour distribution services.

In this, old quite proud. Every customer's self-built logistics for consumers to enhance the shopping experience, and for all customers in exchange for more than 50% of the repeat purchase rate. "Because it allows consumers to open the box inspection, improve the reputation of service must pay the cost of time." "Xu, chief advisor to the Logistics Consulting network, told global entrepreneurs."

Xu said that in the electrical business logistics industry chain, businesses will use the profits of goods to subsidize the cost of courier. Where a customer-built logistics distribution, in fact, is to provide a standardized value-added services, but with a four-pass Express, Yuantong Express, Qualcomm Express, Huitong Express, Yun Tatsu five private courier company collectively, the standard service is different. such as the wind up the logistics of the distribution of goods only four to one half of the average pie.

In the 2012, the speed at which the wind reached the expansion began to weaken and even shrink. Big layoffs, shrinking positions become as the key words of the wind. When the wind reached more than half of the staff, only 2000 people left.

Why did the wind come to a great extent in the short term? "The initial expansion was very fast because of the money and the capital provided it with a lot of ' blood '." Constantly stick money to the logistics business, its own do not good, has been driven by capital, such as the expansion of the wind. When there is no capital, there is a problem with its survival. "Ruzenwang, the Electronic Business Observer, told the global entrepreneur."

As at the beginning of 2014, every guest completed 8 times of huge financing in 7 years. When capital is plentiful, its investment is rapidly expanding as the wind reaches. Can be registered through the capital market in exchange for multiple sets now, but in recent years where the trip twists, plus poor performance, the company's capital chain tension.

"Clothing sales in the electricity market has been very low price, it can withstand the transport costs are much lower than the electrical products." It is possible to burn the money shop in the early stage, but it is not feasible in the long run. "Xu Zhipeng, senior analyst at the Qing Branch group, told global entrepreneurs."

In Ruzenwang's view, it is very difficult for the wind to become self-reliant. In addition to all customers, millet, excellent purchase network, China Merchants Bank, mobile, such as wind Tatsu no longer the rest of the customer orders. If the choice of market mechanism, competition will need low-cost, but its high operating costs, the last can only choose to sell.

"Where the customer's own performance is not good, its business volume is not enough, logistics natural loss serious." Logistics industry is still a scale economy, where customers can not support the operation of wind Tatsu. "Xu Zhipeng said.

According to Analysys International survey data show that in the first quarter of 2014, China's market share of apparel Category: Cat 77.7%, only goods will be 5.5%, QQ net shopping 5.3%, Beijing East 2.3%, where customer Prudential products 1.6%, when 1.6%, Amazon China 0.9%.

At this time, the high cost of logistics once again to the poor performance of the visitors cast a shadow. In fact, a clothing electric business enterprise does not need to raise a professional logistics distribution team, where the cost of distribution is very high. Clothing does not need delivery speed, if the product quality is not good, everything is useless. "Ruzenwang said that the customer's products and the Beijing-East, the user of 3 C, electrical appliances, the delivery speed requirements higher, the speed will improve the degree of increase to the electricity quotient."

The essential difference between the electrical appliance and the clothing is that the electrical products are all unified standards, and the consumer's perception of the customer is in fact the quality of the product design and supply chain. Self-built logistics will be for every customer per single express at least increase the cost of nearly 20 yuan.

In Xu View, if the customer's business volume is large enough, the distribution cost of a single product will naturally be reduced. Four-pass one to the courier at least 80 pieces of goods per day, the electrical business self-built logistics at least 40 per day to achieve. If you can only send 20 pieces a day, the cost will be increased by one times, where the customer a single piece of nearly 20 yuan distribution cost is not surprising.