Recently Shun Fung O2O again aroused public concern

Careful study of Shun Fung O2O model, found that shun Fung and the previous promotion of the simple convenience store model, greatly changed a lot of content, there is the place to explore.

Shun Fung this wave of propaganda offensive, still follow Shun Fung consistent style, do not accept media interviews, only to do a round of media PR release. From Shun Fung released public relations draft of self publicity, there are a few points to be open to discussion.

Shun Fung how to evaluate their own

Transition from an Entity product sales port to an Internet product information port. Shun Fung New Generation convenience store "Hey Guest" in the dozens of square meters of the shop, there is no similar to the traditional convenience store scene: The goods are densely placed on the shelves, "Hey Guest" shop is placed in two computers and merchandise two-dimensional code wall. Shun Fung do this thing is not novel, No. 1th Shop also in the subway, the effect did not meet expectations. In addition convenience stores, wins in the convenience, the general supply of beverages, snacks and daily light consumer goods, consumers are generally bought to eat to buy on the use of demand, this is not in kind, how to meet the basic needs of customers?

Change the retail business and experience zero inventory. In addition to express logistics business, virtual shopping, ' Hey Guest ' also has ATM, buy, pre-sale, fitting room, laundry, home appliance maintenance and many other business. Saying that convenience stores do not have the above physical placement needs, customers will incidentally consume these other services? Moreover, which of these services is not novel, packaging these services in a convenience store requires, first of all, the question of the consumer's consumption habits to be nurtured, and the service experience that may be involved in the enjoyment of a service that can comfortably coexist with other types of consumers.

Commercial layout based on large data. It is reported that Shun Fung will rely on Shun Fung shop nationwide network, in-depth analysis of the residents of each community logistics consumption capacity to achieve accurate sales, site selection is based on the region's logistics data. Everybody says big data, at present the enterprise with good big data is not many, moreover, just enter the retail industry shun Fung, Shun Fung's data only from the logistics data, the retail industry in the location and marketing will involve a variety of data, historical data, peripheral residents consumption data, real estate data, Third-party data, competitor data, Some enterprises will request specialized data company, specially constructs the data platform. Shun Fung's big data does not sound magical, and the effect requires market testing and constant revision.

These are all fancy propaganda words, it is reported that Shun Fung O2o's foothold or shun Fung Logistics strategy, in this strategy, Shun Fung convenience store is the top priority of O2O layout, selling what is not important, the key is how to fully revitalize shun Fung inherent resource advantages and genetic potential.

Citing the views of the industry, Shun Fung Convenience store plays are able to provide consumers with online shopping O2O experience services. Its zero inventory design is still based on express logistics business. The retail store is still set up to serve its logistics main business, is a corresponding extension of the main logistics industry, such as the store standard JIT booking service, consumers can not pay the purchase price to the merchant to make an appointment, the goods to the shop after the experience after the purchase, regardless of whether the purchase or not distribution by Shun Fung Bear.

Shun Fung Italy is not O2O, also not in the convenience store, but is intended to shun Fung logistics big strategy. So sound, Shun Fung O2O novelty and awkward, feeling like nowhere, did not scratch itch. Listen to the comments from the retailers and the industry's peers.

Evaluation from all walks of life

To open a convenience store, and a senior retail management executive, the senior said that Shun Fung's convenience stores are doomed to not do, the retail industry is seemingly simple, the content is very complex, including the selection, including logistics and inventory management, the details of each process needs to be polished, One is to be equipped with many years of retail talent management, two years of operation, to obtain careful control of costs, election of goods, through the scale of profits can be profitable, from the Shanghai convenience store before the general loss is evident.

An express Enterprise general Manager's appraisal is, Shun Fung's Cross-border more is the gimmick, they concern but not worry, "has the logistics superiority, does not mean that may cross the boundary to do the electric dealer to do the retail business".

The business logic of this courier company is to build a sound IT infrastructure for the logistics network and service experience by providing services including it for middle and high-end customers. Become the internal logistics Department of these customers, dilute their own brand impact, even the express number on the brand does not appear on the logo, but corporate customers logo. In this logic, the company's business development quickly, attracting a lot of banks, big electric business customers and other high-end customers.

In a way, the logic of the retail and courier businesses is deep, not broad. From the practice, many traditional enterprises business, the main benefit from professional services, Cross-border business Joint Innovation Practice less, after all, people still need professional services, professional services also from professional companies to provide. And Shun Fung intention to break through the logic of two industries, breaking the general business sense. From the means of implementation, Shun Fung's O2O is not novel, retail business also does not take effect overnight; From the point of view, Shun Fung is intended for a large logistics strategy, logistics is only a basic retail business services, rather than the nature of the retail industry, downwind O2O also deviated from the retail O2O emphasis on good service, experience the goal.

The anxiety of Shun Fung

Looking at the larger range, shun Fung this slightly worried big moves, echoing the current express industry background, the industry is from the brutal growth to bigger and stronger at the critical juncture, each home is in urgent need in the future pattern, occupy a larger place in the collective anxiety, Shun Fung's ambition is clearly greater.

On the one hand, the collective anxiety of the express industry also comes from the recent two-year capital into the private express industry situation, the investor is also in the Catalytic Express enterprise internal strategy, management, such as rapid change, Shun Fung September 2013 to accept the investment of 8 billion yuan by all parties; January 2013 Sequoia Capital Investment in the Express, Investment of 30 million dollars; These two days Yunfeng fund shares the news of the full peak express hot. In the early stage of the formation of a new pattern, shun Fung urgently needs to do some strategic deployment, in order to occupy a greater share in the future pattern.

At present, the domestic electric Business express market, "four to one Tatsu occupy nearly 80% of the market share, the remaining 20% by Shun Fung, EMS and other Express Company division, Shun Fung is clearly not satisfied with the share of high-end market, the future market also needs one to two national distribution of Express enterprises.

In this sense of anxiety driven, in fact, in addition to O2O, Shun Fung also in the silent two actions: the first is the cultivation of internal strength, shun Fung in the maxleaf never sloppy. According to a software company learned that Shun Fung in the Maxleaf, is to build more advanced management system. Shun Fung and IBM to seek the IBM for FedEx and other well-known logistics companies to do project experience, learning FedEx Business philosophy, process design, IT management and so on. However, these successful practice of learning requires a period of time after the internal precipitation, will be present and be felt by the market.

The second is to rob the market, the recent shun Fung is through a disguised "price" to compete for "three-way Tatsu" Taobao express market share. Shun Fung in the previous launch of the "electric business ex-gratia" on the basis of the upgrade, the new aviation standards of the "Electric quotient speed" and "Shun Fung Small Box", "Business Union Hui", "green channel" and other characteristics of services, to create "benefits" products. The biggest feature of this series of products is "price", such as "Shun Fung small Box" with the city only for 8 yuan, across the province price of 12 yuan, and Shun Fung Ordinary express with the city's first heavy 12 yuan/kg, continued to weigh 2 yuan/kg; ordinary trans-provincial parts although each region is different, but basically 50 kg in the first heavy 22 yuan/kg, continued heavy 13 yuan/kg.

Citing the analyst's point of view, although the electric dealer in the "Four to one Tatsu" and other express companies can get the first weight of 3-5 yuan/kg, continued to weigh 1 yuan/kg of the same city express prices, the first heavy 6-7 yuan/kg, continued heavy 2 yuan/kg across the province express prices. "But if more punctual and safer shun Fung price difference is small, from cost-effective considerations, many high-end buyers may be more willing to use shun Fung." "Shun Fung release of the signal, so that the department has to be vigilant, shun Fung can also be lower prices."

Shun Fung O2O, the wind to cultivate the internal strength, shun Fung Price, are in the intention to break the current layout of the express industry. But Shun Fung to bigger and stronger, a need to keep maxleaf, using the advantages of management technology, to provide upstream businesses, downstream customers more service experience and value of services; second, need time to build a good operation of convenience stores; Shun Fung, there is a long way to go.