Quick schoolbag To change: the idea of a quick delivery is wrong?

Fast Bag founder Xu Zhiming made a fatal error in judging the user's needs. This September, the one-hour delivery "Famous online convenience store-The fast schoolbag began to no longer be quick", and embarked on the road to seek transformation. June 2010, the Fast bag set up, first opened the city of Beijing one-hour distribution services, and the introduction of limited time to send "and timed delivery", the distribution of the consumer choice for the consumer, to provide consumers with the screening of popular books, freight free, fast schoolbags 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 one-hour distribution "service stop and end." 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 constraints of user 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 it a pseudo proposition to form economies of scale by increasing order quantity, eventually offsetting the fast delivery cost and realizing profit "mode. 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 fast schoolbags two or three times times behind the development of the electricity quotient, investors hope 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 loves to rob goods how to take food in the new field with the opponent? Xu Zhiming to Tencent technology to give the answer is: price. But prices have always been the basic means of the major sites, which let their future road can go farFraught with 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?