Han Shu Package Express concept is unsustainable: the idea of entrepreneurship is wrong?

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Tencent Science and Technology Hu Xiangbao September 18 Report

This September, the "one-hour delivery" Famous online convenience store-fast schoolbags began to no longer seek "fast", and embarked on the road to seek transformation.

June 2010, the Fast Schoolbag was established, first opened the city of Beijing, one-hour distribution services, and the introduction of "Time to send" and "timed delivery", the distribution of the choice of consumers, to provide consumers with screening of popular books, freight free, fast bag from the production of goods, self-built warehousing, self-built logistics.

For more than 4 years, the business of fast Schoolbags has been extended to Shanghai, Xi ' An, Chengdu, Changsha, Hangzhou, Shenzhen and other cities, merchandise category in addition to books, but also expanded to more than 500 kinds of goods, but eventually in early September this year, the founder of the Xu Zhiming on Weibo announced the "one-hour distribution" service stopped and ended.

Today, Han Shu Package Business transformation for the use of conventional distribution mode of the selection of Life shop, and on the line of imported food and import daily necessities of the limited sales site-love to rob goods.

The core question is, why is the fast-delivery concept of a fashionable and sexy Han Shu package unsustainable?

The root of the problem is the restriction of the user's demand. Xu Zhiming made a fatal mistake in judging the user's needs.

In reality, users really need to send a small number of categories, there is no demand for traffic, an electric dealer site without traffic there is no order. This makes the pattern of "increasing order quantity to form economies of scale, eventually offsetting the fast delivery cost and realizing profit" becomes a pseudo proposition.

Fast Bag founder Xu Zhiming in micro-blog confessed: "Fast bag from the production of goods, self-built warehousing, self-built logistics, one hour arrival mode, may be a wrong direction." One hour arrival but there is demand, such as rainy days umbrellas, before dinner maotai and other urgent items, but the focus of these needs, supporting the rapid growth of the entire website, it is really difficult. We are trying to dig out more products with this trait, but we haven't found enough in four years. ”

Data show that the fast bag 2012 sales of more than 3 million yuan, 2013 sales reached 10 million yuan, Xu Zhiming also publicly admitted that the development of two or three times times the fast schoolbag "lags behind the development speed of the electricity quotient, investors hope to 10 times times, 20 times times as soon as possible development."

Perhaps, the quick schoolbag from the birth that day went wrong! In Xu Zhiming's view, the arrival of an hour is also facing a low customer price dilemma, which makes its own warehousing and distribution of the way difficult to bear. After adding a lot of high price products, the user buys these goods not for an hour to arrive. At this time with the construction of the distribution site to undertake the third party Express can complete the task, outweigh the gains.

For why the transformation of the special sale of imported goods to rob Goods, Xu Zhiming said, fast bag four years in the Select commodity model, nearly half of the goods are imported goods, and its selection, procurement and suppliers have accumulated resources.

However, in reality, the special-sale mode of the site has not uncommon, the competition is extremely fierce. The future Love Rob goods How to take food in the new field with opponents?

Xu Zhiming to Tencent technology to give the answer is: price. But prices have always been the basic means of the major sites, which allows the future of the road to go far full of uncertainty.

In addition, whether it is Han Shu package or after the transformation of love to rob Goods, is essentially small and beautiful network retail mode, in the face of Taobao, Beijing-east and other comprehensive platform competition, it is difficult to big, once you want to touch other interest market, and will be caught in the Red Sea of competition.

Can you get out of a special road?