Electric quotient Community layout heating up O2O Real shop growing bone feeling

Guangzhou Haizhu District Village East Street, "revenue-producing" convenience stores, in front of the narrow road, but the most prominent position in the store "open shop treasure", but it is difficult to arouse the interest of passers-by and customers.

It is not just Lakara to aim at the Community electric dealer. In May this year, Shun Fung Express in the community open "Hey Guest", Test hydro-O2O, to seize community resources.

At the beginning of July this year, shop 1th announced that in Shanghai, 300 "Family convenience stores," the opening of the order package from the service, while the cat, Jing-dong and other electric operators in the community layout earlier, in a number of convenience stores set up Express collection points. It can be seen that the end of the mobile terminal dividend by the electric dealers "O2O war", the line of the community of the power of the battle has been low-key opening.

But the war does not seem to be promising. What is the current status of electrical business entering the community? Can you attract a large number of users? Recently, the daily economic news reporter in Guangzhou launched an investigation, found that the electricity quotient in the community is still "jerky", compared with their enthusiasm, the user's response is relatively cold.

Development status

Giants are flocking to community stores to become "Sweet cakes"

The community's "scramble" dates back to 2012 years. At that time, the cat and Jiaxing "Fast e-point" cooperation launched the "Cat community service station" in Zhejiang Province and other provinces of the community layout collection points. Cat official Website Information shows that the current day cat in the country 137 counties and cities and Hong Kong has accumulated tens of thousands of courier collection points. "Day Cat service station," the main urban partners include fast e-point, Xisto, good Germany, the United States and other good. In Guangdong, the cat chooses the best convenience store in the community of large and small cities as the collecting point.

Follow the footsteps of Ali, Jingdong, no. 1th shop, etc. also stepped up the pace in all over the point of collection, in order to increase the stickiness of community users. Beijing East Hand Good neighbors, the United States and other convenience stores. Shop 1th also announced in early July, in Shanghai, 300 "Family convenience stores," the opening of the order package from the service.

At present, the power of the major electric dealers in the community has been increasing the intensity of the trend. The electric dealer has spread from convenience stores to small shops, laundries and even barber shops around the neighborhood or school.

In 2013, the third party payment platform "Lakara" launched the "Open Shop treasure", low-key cut into the field of electricity, community small micro Merchant is "open shop treasure" the main users. and Alipay "go out" compared to the Lakara choose from the Community electric business. Lakara President Suntaujan earlier in an interview with the media, said, "Lakara to eat Community electric business this dish." ”

Lakara PR personage Xu Ying to "Daily economic news" reporter, Lakara Community Electric quotient O2O take the community as the core, "opens the store treasure" as the terminal carrier, connects supplies and the community, the consumer through "opens the store treasure" to complete the purchase, the payment and the receipt flow.

Xu Ying that in the past 10 years, the Lakara has accumulated 300,000 community outlets to bring natural payment scenarios and consumer demand.

This May, Shun Fung "Hey Guest" turned out to the community as the foothold layout electric trading area. Shun Fung Guangzhou district in charge told reporters, in just a few months, Guangzhou "Hey Guest" storefront has been expanded to 107.

Reporter to Guangzhou "Hey Guest" store distribution survey found that "Hey Guest" site is mainly high-density living area, a general community a storefront, a single store of radiation range of about 1~2 kilometers, the reporter's observation has been shun Fung Guangzhou district responsible for the confirmation. "At present, ' Hey Guest ' in Guangzhou will continue to open shop. The official told reporters.

Pattern Survey

Open Store Treasure: Inconvenient to operate logistics lagged store operators too lazy to publicize

This year, Lakara has been stepping up efforts to lay out community electric dealers. July 31, Lakara Group Senior Vice President Li Guanghu in Lakara media sharing meeting, said that the community gathered a large number of small micro-merchants, is now O2O the latest flow incision, Lakara plan before the end of the year will also add 100,000 or so "open shop treasure" resident Point Community Store. At present, the use of "open shop treasure" shops have reached 50,000 outlets.

Guangzhou Haizhu District Village East Street, a convenience store, is the use of "open shop treasure" in Guangdong, one of the small micro merchants.

"Daily economic news" reporter from the convenience store owner Niang Deng, learned that each "open shop treasure" terminal price of 4980 yuan. The shopkeeper bought the terminal, do not need to return to Lakara, and every success in the mall on a single item of merchandise, the shopkeeper can obtain Lakara per piece of 10 yuan rebate amount, the successful sale of a movie ticket or ticket, can be a refund of 5 yuan per sheet.

Ms. Deng's shop, near the high-density residential areas, usually in the store traffic is not small. However, despite being placed in the most conspicuous position in the shop, "open shop treasure" terminal is very few people, in the Lakara "open Shop treasure" on the shopping people less.

"At the moment we are the only ones who buy things." "Ms. Deng said that the purchase part of the store is purchased from the Lakara Mall," although the quality of goods on the Lakara Mall to ensure that some commodity prices will be lower than other platforms, but I feel now ' open shop treasure ' the whole is not mature. ”

According to Ms. Deng, this "immature" first reflected in the logistics speed, "in the Lakara Mall shopping, sometimes a week to send, the address is often the courier mistake, do not know what they use Express." ”

Ms. Deng showed the reporter the operation of the "Open Shop treasure". Reporter found that "open shop treasure" terminal response sensitivity is indeed less than the general computer terminals. "The goods on the terminal do not have so much information as other malls, usually only price and a few picture information." Buy a ticket often can only buy one, buy a second card is not. Ms. Deng told reporters.

"Now people generally only know its transfer and repayment function, do not know it can also be online shopping." Ms. Deng said that at present, "open shop treasure" all rely on Community convenience store owner's own propaganda, "We are not how to publicize, because the feeling is not mature, not too convenient to use, do not bother propaganda." ”

According to the convenience store owner Xu said, they bought the "open store" has been two or three months. The first month, "Open shop treasure" only to help them earn 200 yuan, the second month probably earned 500 yuan, "make more earn less this to see the shop owner's own business." "said Mr Xu.

For "Open shop treasure" in the community has no development prospects, Ms. Deng thought, the current "open shop treasure" just started to develop, also need a certain time to improve slowly.

In this respect, Lakara company president Hanji pointed out that the current Lakara does not have their own warehousing and logistics, but this is Lakara future development direction. "Our future is the third type of logistics system, not wholesale, not a single piece of distribution, is the way to the landing." "The so-called landing, that is, the national holistic landing distribution." He said that Lakara short-term will not cut into logistics, the future may be built in their own regional warehouses, central stores, to "the former store after the warehouse" form of operation. "Front-End to the user experience, transactions, sales, the back end will have a small storage warehouse, mainly covering the surrounding Lakara services, estimated within 5 km." ”

Shun Fung "Hey Guest": Courier prices have the advantage of the development of electricity business no improvement

Guangzhou sha Garden Street "Hey Guest" shop is located in a Guangzhou company staff dormitory area, close to Sha Garden Street Health Service Center, nearby there are a variety of schools, residential areas. This is a typical community group.

July 30 Noon, just after work, after school, "Daily economic news" reporter visited the "Hey Guest", and the other "Hey Guest" shop in Guangzhou, in addition to the shop assistant and The courier, there is no other people, the façade deserted.

The store is full of pictures of virtual goods. Shop shoppers told reporters that everything is online, and wireless experience in kind, but customers can buy after purchase to store inspection, not satisfied with the return on the spot. The reporter noticed, because the customer is few, the shop two shopping terminals also only to open one.

Shopping terminals, in addition to shun Fung optimization, stationed in the "Hey Guest" shop about 20 dozen. Product categories include fresh food, maternal and infant supplies, gifts flowers, 3C digital. But clothing shoes and hats supply is not much, the general cargo selectivity is general, for example, can buy mobile phone brand only Lenovo, Asus, Oppo and other brands.

When the reporter asked the shopping guide, online products will be more than Taobao, Jing dong cheap, shopping guide said, "Some will be cheaper, some will be more expensive." Asked if the store can be a single mail, the guide said, all in accordance with the provisions of the cooperative business, can be wrapped in postal mail, do not package mail or to calculate freight.

The reporter observed in the shop for half an hour, during which a total of 4 to send courier customers, but no one close to the terminal or focus on the virtual goods in the store. Shopping guide told reporters that the current or express business more, "because in the Hey Inn Send Express, the first weight will be more than Shun Fung Express point 2 yuan cheaper." ”

The above shoppers told reporters that they shop about a day will have 1 orders of fresh fruit, mobile phones and other 3 C digital products may be 1 a week, but some digital new arrivals will be a little slower, fresh fruit distribution in general can be the next. "We have no stock, if we have stock, what is the difference from the outside market?" The shopper said.

Reporter observation Guangzhou 3 "Hey Guest" shop found that "Hey Guest" store is currently the main business or express delivery, the development of the electrical business has not been improved, the store in the community part of the middle-aged and old people even said they do not know "Hey Guest" is to do something.

Shun Fung Company PR 辜谦 said, "Hey Guest" is still in trial operation, the model is not the final version, the future in the commodity category, shopping experience, community services will be further improved, improve service properties. 辜谦 stressed, "We will continue to learn in the process of validation, progress, for the future of the Hi-Customer, we are quite confident." ”

However, a career for user experience designer Shanghai Netizen commented, "For a little old uncle aunt, this thing do not understand." For young people, and the average shop is no different, why do I want to run to your shop? It's better to go online. ”

Electric Dealers Collection point: The system docking is not easy to Guangzhou limited number of landing

Guangzhou Haizhu District Art South Road, a good convenience store, shelves at the end of the corner strewn with two or three express pieces. The convenience store staff said that the United States and the best convenience store company with Ali, Beijing East have cooperation, the national best convenience stores are their collection points.

The shop is close to the high-density rental area. The shop staff told the Daily Economic news reporter, the needy residents will choose to send the parcel to the shop, the evening to pick up. Mei Jia will be in the parcel after the arrival of the test package integrity, after the scan signed into the system, and then the system will send text messages and passwords to inform consumers to take pieces. Customers can get the goods by password at any time within 5 days.

"Consumers do not need to pay for goods, cooperation is the cat and the company directly, will give subsidies to the company." "The staff said that the number of parcels received in the store is not stable," but not all the best convenience stores have such collection services, and some lots do not need to be set up, there is no collection services. ”

The reporter visits Guangzhou main business district many different chain convenience stores to discover, because the commercial area Express is more developed, does not have one to have the collection point service.

Guangdong Provincial Network Merchants Association secretary General Huang Zilong said that, according to him, although the major electric dealers have with supermarkets, convenience stores and other contract cooperation, but the actual landing of the collection point number is not much, "because the system docking is not so simple." "Moreover, at present many residential property management can collect household express."

Most netizens said that the model was respected, and the community set up collection points to solve the "last 100 meters" of logistics. But some netizens believe that the community's own point density is too high cost, low density benefits. Know that many online users said that the last hundreds of meters to solve the logistics in small towns more necessary, many express companies have to work with small and township distributors to cooperate.

Opinion confrontation

It is difficult to judge the value of community to explore the prospect of electric business

The industry has a different view of the electrical business entering the community.

E-commerce observer, million-engine consulting CEO Ruzenwang that the electrical business in the community only need to do a good logistics, others do not need, "now everyone has a mobile phone, at any time can be online shopping, why to shop to the net to buy it?" ”

Ruzenwang says he has been less bullish about "hey guest" because in the community, clothing, 3C products experience value is not obvious, residents to experience clothing, you can go directly to the clothing store experience, "Hey Customer" launched by the experience did not bring too much value for its store, "not open a shop is O2O, I feel ' Hey guest ' no existing value." ”

At present "Hey Guest" mostly to send and receive express business mainly. "Open a shop to do express business, the cost is too high, is really overqualified." Ruzenwang points out that because the "Hey Guest" store is usually well decorated, the area is not small, the cost is at least 5 times times higher than a common shun Fung distribution point.

For the parcel collection point, Ruzenwang that many community service centers have a "self-point" function, in supermarkets to set up a collection point is also very difficult, because the supermarket is very many, the electric business in the integration of these supermarkets also need to spend a lot of energy, difficult, "there are many different brands of supermarket chain, Ali, Jingdong and other electric dealers to talk about cooperation, To go straight to the integration, I feel is not a simple matter. ”

Talking about the business model of "Lakara", Ruzenwang points out that this was one of the first Japanese ways in the the 1990s, but now it's not worth it because everyone has a mobile phone and can buy it directly on the phone.

He thinks, "in the community, the electricity merchant mainly completes the logistics distribution to be possible, does not have the electricity merchant to community the concept." ”

Guangdong Province Network Merchants Association secretary General Huang Zilong pointed out, "Hey Guest", "Open shop treasure" is only a non-electric company to cut into the electricity quotient of an attempt, the scale is still small, it is difficult to determine whether the future success, but the community for the electricity quotient, must have a great value of mining

Huang Zilong said Shun Fung's largest business is commercial express rather than Electrical express, electric business account for Shun Fung business total proportion is very small, "' Hey Guest ' currently in the country still less than 1000, the scale is small, the development time is also short, it is difficult to define this model to be unsuccessful." ”

Huang Zilong pointed out that Lakara is also in the search for ways to enter the electricity quotient, but it is actually a service provider, the future online shopping can become Lakara's main business, also remains to be seen.

Huang Zilong said that the distribution of electricity dealers in the collection point, is the integration of the use of Community resources. But the actual landing of the number of collection points, "system docking, integration process will be very long." "But the community for the electrical business to deep deep value," because from the trend, close to customers, to provide customers with a better service experience, is the future direction of development. ”

(Responsible editor: Lu Guang)