Courier is also starting to sell goods

"The Courier also began to sell goods?" Mr. Lin, who lives in Tongzhou, Beijing, recently found that the bottom of the community opened a "Hey Guest" store, went in and found that the store has no food, beverages, clothing and other commodities, only a variety of goods cardboard advertising. Shop assistant said that customers can purchase goods in the shop, through the electronic touch screen tablet computer orders, courier will be door-to-door. In addition, the store can help customers pay for utilities, purchase tickets train tickets, send a courier and so on. After questioning, Mr. Lin learned that this "hey Guest" belongs to shun Fung Fast.

For Shun Fung "Hey Guest", there is no accurate title to define this type of store, temporarily called "online shopping virtual experience shop." "Hey Guest" at present can only achieve in the physical shop online shopping function, and supplemented by cardboard advertising for publicity, the number of cooperative merchants in various regions is less, from the expected model there is a considerable distance away. However, it is worth noting that, in addition to shun Fung, this layout of the community's physical shop model has been Ali, Jingdong, Suning and other electric merchants have fancy. Do Courier born Shun Fung, can use "Hey Guest" store to kill a trail to occupy O2O market, still need time to test.

The "Hey Guest" mode is still being explored.

In the past two years, the concept of the most fire in the Electric Circle is O2O (online trading). Originally is the express delivery Giants shun Fung fast, because of their inseparable relationship with the electrical business, selected to the Community entity shop + online purchase + fast distribution of the form of layout o2o.

May 18, the National 518 shun Fung under the "Hey Guest" published, to the present trial operation for one months. Beijing's consumers have been interested in the new thing, said Beijing's "Hey Guest" business director.

Shun Fung said that the online sale of goods, a lot of users need to carry out the actual experience, the most typical of which is home appliances, 3 C, fresh, clothing and hats and other high experience category. For the electrical business can not be resolved through technical means of touch, taste and smell, "Hey Guest" stores to provide pre-sale, trial wear and other services. Goods in the shop does not set up inventory, after consumers choose to buy, through the existing rapid logistics for distribution.

The head of the Beijing area said, "Hey guest" on the cooperation of the merchants to strictly filter, for consumers to choose a good product quality well-known brands. At the same time, "Hey Guest" will provide after-sale protection for the products they sell, which is different from many competitors.

He cited, for example, that a customer in the "Hey Customer" to buy a mobile phone, in the course of use, if there is a problem, you can go directly to the store to enjoy after-sale. "After the issue, if it is a general online shopping, in the face of businessmen or manufacturers, the consumer's right to speak is often in a relatively weak, but hey, customers can provide protection." ”

It is understood that the "Hey Guest" is not the final version that has appeared around consumers. Shun Fung to reporters that, in addition to express logistics business, virtual shopping, "Hey Guest" will also have ATM, cold chain logistics, buy/pre-sale, fitting room, laundry, home appliance maintenance and other business, improve the "Hey Customer" Community network to buy convenient life platform.

The pilot "Hey Guest" will set off a new wave of O2O, or try again wrong, but also need to accept market test. But from the shop speed, can see shun abundant confidence. According to the head of the Beijing region, the plan for the year planned to build the "Hey Guest" reached more than 200. "In the early period does not pursue the income, the consummation function and the network, uses the service to win the user is most important".

According to the Beijing News reporter, Shun Fung, the current plan is not more than a year in the time, not less than 4,000 "Hey customer" opening.

There is no dispute about the existence

1993, Shun Fong was born in Shunde, Guangdong. As of January 2014, Shun Fung has nearly 240,000 employees, more than 10,000 transport vehicles, 14 owned cargo aircraft and all over the mainland China, overseas more than 7,800 business outlets, become one of the domestic express giants.

From the industrial chain, express and electrical business is a close partner. However, in recent years, because of Alibaba (rolling information) and Jingdong Mall, such as the electric business giants have built their own logistics and channels, shun Fung such a logistics enterprise only to upstream expansion. Many people in the industry think that Shun Fung Cross-border do O2O is the situation forced.

"Hey Guest" began to test operations, the industry's differences are obvious. Someone in the experience, sentencing "Hey Guest" death sentence, suspended for one or more years to execute. There are many people say, Shun Fung founder Wei in a big chess, will let Alibaba's Ma Yun Tremble.

One of the reasons for the divergence, that is, has been to express logistics as the core business of Shun Fung, in the electric business industry, is a real newcomer. In addition to the challenges of high cost, it is a more difficult task to insist on the development of proprietary strategy.

According to calculations, because the location of the store, different areas, cost differences, if according to the "Hey Guest" single store in the first year of the input is about 500,000 yuan. Open 4,000 stores in a year, will be 2 billion yuan input. Equivalent to the annual revenue of Shun Fung One-fourteenth.

Cost, how to grasp consumer psychology, help community residents solve the traditional "last kilometer" distribution problems, and let consumers accept "zero inventory", "real store pre-sale" and other consumption forms, for Shun Fung is more challenging.

According to the introduction, "Hey Guest" shop does not store goods, will be standard JIT booking service, that is, customers do not have to pay the purchase price can be booked to the merchant, to the store after the experience after the purchase, regardless of whether the purchase or not distribution by Shun Fung Commitment.

E-commerce observer, million-engine consulting CEO Ruzenwang to the Beijing News reporter Blunt, not optimistic about Shun Fung "Hey Guest" mode. "In the future will be wireless, Shun Fung in the shop equipped with electronic equipment, high cost, and general value." He said that the electricity quotient itself is low cost, "' Hey Customer ' 's profit to come from, who will pay for the paper (advertisement) in the shop." Experience in the shop online shopping, ordered the same goods, and their own online shopping is no difference, but not as convenient as mobile phones. ”

But Huanggang, who has long studied supply chains, insists on this model. He told the Beijing News reporter, a few years ago, to do the logistics of Shun Fung chose the highest distribution requirements of fresh food into the electric business (that is, "Shun Fung Optimization"), no one optimistic, but now operational mature. Huanggang that the "Hey Guest" upfront will be a loss. But once the logistics will be paved, the crowd for large data analysis, and then through the app+ micro-letter + 170,000 Courier Precision Marketing, will show a larger and more valuable commercial layout.

Electric giants scramble for community

To line lower berth network, logistics direct to the community layout o2o, to face the opportunities of consumers, not only shun Fung a hand. Ali, Jing Dong, Suning and other in the consumer field of the big guy, successively into the bureau enclosure.

June 12, Ma Yun appeared in Beijing China Post Group headquarters, announced Ali and state-owned logistics boss strategic cooperation. 2013 Postal Industry Development Statistics Bulletin shows that China Post is the only one can cover the country's rural, campus, remote and extremely cold area of the Logistics Express network without a blind zone. The size of the network based on the development of private courier companies, of course, including Shun Fung.

has disclosed the cooperation plan, the postal group will open more than 100,000 service outlets to the rookie, together for the merchant and the consumer to provide the socialization to offer and so on service, namely including Ma Yun's rookie network gathers many private courier company's parcel, also may realize from the postal network to carry on.

Like the "Hey Guest", Ali and the postal program together to create a terminal public service platform. China Post will be for Ali's online products to provide network ordering and experience, self-mention, distribution and other services, support Ali Electric business platform of the online sales to the three or four-line city and rural market extension. The shopping basket project and public fees and other convenient services to move into the community, campus, streets, villages.

With more than 100,000 of the post line dot, Shun Fung has more than 500 appear weak.

Another competitor is originally from the line of Su Ning, choose the path for "Suning supermarket", positioning and "Hey Guest" the similarity is higher. According to media reports, Suning is in the Internet retail store upgrades, is expected from 9 to October, a group of new Suning Internet retail outlets will appear in the first-tier cities.

Suning said the store will open free WiFi, the implementation of the entire product of the electronic price tag, the placement of multi-media electronic shelves, consumers in suning stores, not only in Suning "store Internet supermarket" to buy and experience products, but also through two-dimensional code, virtual shelves, in the store through Suning purchase products, Then by Suning Logistics system door-to-door.

Suning said it will use the Internet, IoT technology collection analysis of various consumer behavior, to promote physical retailing into the era of large data.

Digging into community values and data, the earlier shots came from Jingdong. As early as March 17 this year, Beijing east has announced a strategic partnership with more than 10,000 convenience stores in 15 cities such as Shanghai, Harbin, Wenzhou and Xi ' an, to carry out O2O in trading, clearing, logistics and after-sale, and is expected to cover all provincial capitals and prefecture-level cities by the year end.

The convenience stores will be integrated into the Beijing-East with information systems, membership systems, consumer credit systems and service systems, and Beijing East will build entrances to these convenience stores online. Consumers through positioning for consumption, and the completion of the Beijing-East rapid distribution services.

The retail landing community is the common choice of the electric business bosses. Shun Fung, Suning choose their own operations, Ali, Beijing and east to choose strategic cooperation. The future Community consumer terminal site will be whose home model, the community Big Data blue Sea winner, still unknown.

"Finance + data will be a means of profit"

In Shun Fung's "Hey Guest" positioning, its "community" concept is very eye-catching. Take the Community entity store as the front end scene, obtains the community crowd characteristic, the consumption habit and so on the data, and through the data analysis carries on the accurate promotion, is regarded as "the big Guest" one of main purposes.

Economist, financial critic, CIC consultant research director Guofan told Beijing News reporter, community service is currently a blank spot of the electricity quotient, in addition to "Hey Customer", has not yet appeared a special distribution community of electric dealers, "Hey Guest" the first layout of the community will get the first advantage.

For "Hey Customer" positioning, the perennial research logistics of China's Supply Chain Alliance director, Hansen Century supply chain general manager Huanggang quoted a Wei, "Shun Fung Next, to create logistics field department stores." ”

"The future of the Shun Fung Hey, financial + data is its important means of profit," Huanggang told reporters, "Amazon based on data precision marketing services in 2013 years over 800 million U.S. dollars." ”

According to Huanggang's understanding, Shun Fung has already won the payment license, Hey Customer platform will contain significant financial value. "Popular point, no matter what brand you are, hey customers can directly help you spread to the end of the community, virtual display, to the lowest price pre-sale marketing." ”

Wen/Zhao Jiani