SF "Hey customer" beach O2O

Shopping can not be taken on the spot, only the exhibits are not in stock, unlike the convenience store is more like a concept store ... May 18 breath in the country opened 518 stores hey off, with offline community virtual shop "four not like" features triggered Concerned about the industry, someone applauded, someone Tucao.

The wave of mobile Internet entangled in the concept of O2O (from online to offline services) swept away, shot in the courier who body. SF with its anxiety and ambition, into a new battlefield in the Internet age, began its transformation of the road.

Visit Hey mode is still testing the water

Hey off the concept became popular in the network, hey, the actual situation of the hotel is also so popular it? Recently, the Beijing Times reporter came to Shunyi District, Shunyi Street, Xin Yi Garden Hey Guest House. After a visit, the reporter found that hey customers hit the scene online order service few people interested.

I saw the picture not seen products

This number NO.00289 Hey guest shop about 60 square meters, residents turn into the district from the intersection of a visible. Store appearance with black and white red three kinds of color, and the surrounding area significantly separated from the bottom.

A door, blowing the face is not eye-catching products, but full of pictures - there are brand watches, bags, shoes and other clothing accessories, but also rice cookers, cell phones and other appliances, 3C products, - SF on the red wine, cooking oil, fruit and so on. Pictures are marked on the product introduction, price. Staff said that after the wall drying out two-dimensional code, the user can scan the code in the store phone orders.

"Gradually there will be physical goods settled in." The shop staff, for example, in the province some Hey guest, the display area to build a small kitchen, showing a variety of household items.

The center of the store features two large-size HP interactive touch screen tablet attract one's attention. Reporters operate to see, in addition to the SF Shunfeng's preferred, up to now a total of 21 stores and platforms settled Hey guest online shopping system, focused on the shoes and bags, watches gifts, health, maternal and child products, businesses have wheat bags, fly Fly mall, romantic courier, red dragonfly, kisscat, million table net, wheat music purchase, etc., are in the form of APP on Hey Tablet presented.

The staff told reporters Hey there is no product inventory at the hotel, the current Hey guest on behalf of the non-fresh goods to provide "on behalf of the booking" service, users do not have to pay in advance, so that stores pre-order your favorite products, merchandise arrived at Hey Trying on in the hotel, after the trial, if you are not satisfied, you can enjoy unconditional return service.

Reporters ordered a fruit and fresh products found that through the Hey customer shopping, you can only use the Hey public account. Currently, the hotel is still not open personal account, this approach is also to find the "customer presence", in order to distinguish themselves from consumers through the preferred e-commerce platform orders. The staff said that their mode of placing an order on the internet platform is mainly for the convenience of those who can not buy online. Hey guest online shopping can choose cash on delivery.

Express service is still the mainstream

According to the staff, hey guests generally divided into the central area of ​​the hotel, display area, two-dimensional code area, convenient service area, fill a single area, try on the area, the cashier and several other blocks. It is understood that after the dressing room may be increased 3D stereo fitting function, consumers see the clothes on the Internet like, you can try to project the clothes by projection projection on themselves.

Hey Shun in accordance with the idea of ​​the hotel, Hey guest addition to the courier logistics business, virtual shopping, Hey customers also have ATM, cold chain logistics, buy, pre-sale, fitting room, laundry, appliance repair and many other businesses. However, the reporter visited the Hey Xin Garden Hey guest convenience service area is currently not officially put into use, the current convenience of service is provided by the staff to help complete the computer in front of booking train tickets, air tickets and other operations.

In the nearly 4-hour observation period from 4 pm to nearly 7 o'clock, the most frequently used business of the hotel is still sending and receiving express mail, with between 20 and 30 people sending and receiving express mail, No one to use. It is understood that the user to the store to send and receive two yuan freight relief.

Sixty-seven of the consumers who sent the shipment showed interest in the shopping center. But apart from reporters, only two people have sat in front of the tablet before the actual shop browsing, one casually left to look after, another middle-aged man in the clerk with the help of provoked the price of more than 2000 yuan watch, but Eventually did not reach a deal.

Someone applauded some people making brick

Yi Xin Garden Hey hotel staff revealed that most of the products sold in the fruits and vegetables, fresh food, bags also performed well. "Because there is no large-scale promotion in the community, shopping is usually done when you pick up your home delivery, or when you stroll around in the morning and evening to chat and chat, you often buy things while chatting and you are usually returning customers."

Reporter in the random access to the residents of Hey guest interview process, 30-year-old Ms. Wang think he hotel is the biggest advantage can send courier, "Now online shopping has been very convenient, there is no need to shop shopping."

More than 50-year-old Ms. Lee on the delivery of fresh energy that is very interested. She told reporters that the store support cash payment is good, but now the weather is so hot, the distribution of aquatic products over the long distance or not assured. It is understood that the cold chain business will be launched by the end of this year, the current purchase of fresh fruits in Shunfeng preferred customers have no refrigerator and other equipment, Hey customer cold chain distribution and storage functions started, need to invest one Pen cost.

90 pony after the consumer said hey off is extremely convenient for moms and dads who do not have Internet banking, China's aging more and more serious, hey off for the elderly to experience online shopping provides a good place. But users "stop moving me" is a police on the microblogging Tucao: "Hey customer is Shunfeng in the laying of logistics when the incident along with a few stickers with two-dimensional code of the product stickers, really no shopping desire."

Analysis courier Gangster start transformation

SF's internal will have pointed out that urban community, service localization will be the future direction of Shunfeng O2O.

"Hey passenger's positioning is community life service platform." Shun Feng summarized, Hey customer service includes at least, product pre-order, offline experience, JIT (Justintime on-time production) booking service, financial services, convenience services, express mail self take.

Some people think hey behind the hidden ambitions of Shun Feng can not be underestimated, and some people say that this is an unprovoked gambling future, and the losers are also a lot of people. However, for SF, fast shop is the first major assessment indicators Hey project.

Thousands shop opened during the year is not bad money

May 18 this year, SF in the country's 70 cities out of 518 high-profile "Hey customer." In fact, as early as 2011, Shunfeng learned 7-11 SF store, now, more than 200 SF stores all over the country upgraded to "Hey customer", cut off the inventory of goods. By the end of June, Beijing has already opened 14 hakkers and planned to reach 200 during the year. SF store slogan is within a year nationwide out of not less than 4,000 Hey guest.

"Hey customers currently do not have a profit plan, the priority is to further improve the experience and rapid deployment." SF said. Although now it is all Direct, but in the future will also consider joining.

According to report, Hey customer has been working with more than 10 third-party e-commerce platform, Hey customer every sale of a product from which to extract 8% commission, and consider collecting ads and exhibits entities stationed in Hey shop admission fee. Hey guest business director Zeng Jun had introduced, compared with convenience stores, chain stores, hey customers do not have large shelves and the cost of procurement of goods than the average convenience store, chain stores to be less than half. However, the industry believes that at least two years hey off will be in a loss burning state.

Take the reporter visited Yixin Garden Store as an example, with a total area of ​​about 60 square meters, the store has four staff members, in addition to the manager, there are two staff members and a deliveryman. Hey average average area of ​​30 to 60 square meters, the minimum staff of 3 people. The industry had estimated that, including rent, manpower, decoration and other first-year single-store investment is about 500,000 yuan. If the imported food and high-end fresh food about 30% of sales gross profit simple calculation, the monthly sales to more than 140,000 yuan, the average daily sales of about 4600 yuan, can achieve the balance of payments, but apparently there is still very Big gap. It is noteworthy that some emerging communities lacking large supermarkets and commissaries are now gradually moving into the area of ​​hunting.

Public information shows that in 2012 SF revenue reached 20 billion yuan, net profit of 1.2 billion. Industry estimates, according to an average annual growth rate of 40% SF in recent years, Shunfeng net profit of about 1.6 billion yuan in 2013, and opened 4,000 stores, shop costs by 500,000 yuan calculation, last year's net profit will be completely Burned.

Express industry expert Zhao Xiaomin believes that SF can bear the loss of one or two years of the project, which is the generous financing last year. Since its establishment in 20 years, SFH, a company that keeps its capital far away, accepted about 24.5% shares of Yuan Wo Holdings, China Merchants Group and CITIC Capital in 20 August with an investment of 5 billion to 10 billion yuan. It is imperative to " field". After the introduction of capital, SF frequently moves to purchase land expansion transit hubs and aviation hubs and purchase aircraft and automation equipment. In April this year, sfbuy.com, the offshore e-commerce platform, was formally open for registration. + Sea Amoy "field began with Fedex, UPS and other international courier giant close combat.

Relying on offline counter-electricity supplier

"For the O2O platform offline experience shop and living services, I can think of the meaning of one is for users offline online shopping habits, the second is through the experience of this form with the store Jingdong, Lynx, No. 1 store and other strong B2C E-commerce platform grab online share, because after all, most online shopping consumers have not used SF preferred Internet companies through advertising, price war has established the pattern of China's B2C e-commerce, Shun Feng would like to have a share of points do not have to use The same way. "One analyst told reporters exactly what he felt about Hey's first feelings.

Reporter learned from SF internal, Hey sold off the most products that are fresh, agricultural products, milk powder and other origin of direct food. It is noteworthy that, in May 2012 on the line of SF preferred on the high-end fresh and imported food e-commerce platform, without first-mover advantage, SF relies on its own cold chain logistics advantages into the most difficult to do Food e-commerce field, playing a difference card.

No Internet gene SF from the logistics and offline virtual experience shop reverse power e-commerce business, some observers will do this with 3C Suning, Gome e-commerce platform analogy, direct call "future unpredictable." In front of SF, is the failure of distribution of many logistics companies electricity business case: the end of 2012, STO's "love to buy network super" just two months off the line on the line, 2013 HAVA's Wyatt Life Network also announced the dissolution of ...... It is yet to be seen how much the Hakkas are playing in promoting diversion and promotion for SF.

Zhao Xiaomin said that Jingdong has deepened its own logistics system since 2007, Suning Tesco, No. 1 store and so on have their own logistics system. Ali's rookie network has also reached a cooperation with the postal service. E-commerce self-built logistics will no doubt erode the original express delivery enterprises Market share. Statistics show that the online shopping market in China surpassed the United States for the first time and surpassed the world's largest online retailing market. Last year, the total amount of merchandise transactions amounted to 1.54 trillion yuan. There is a huge potential for online shopping transactions. However, the value of data held by express delivery companies is much lower than that of electricity Business platform. These factors have made courier companies have to consider the reverse layout of the industrial chain.

Open up O2O whole industry chain

Shun Feng boss Wang Wei said "to create the logistics department store," the vision of Hansen century Huang Gang, general manager of supply chain is understood that the layout of the project will achieve "SF Express + SF Preferred + SF Mobile End + financial + community O2O service platform + rural logistics "across the board integration, Hey passenger behind the platform, logistics and financial resources will also gradually open to the community.

Zhao Xiaomin believes that the layout of Wang Wei probably not only that. "Based on its core competency and professional logistics business, SFO provides OHS services to enterprises and individual customers by providing supply chain services of production, supply and sales. This process not only provides SF with sufficient cash flow but also fosters a set of financial System. "" In the future, SF may gradually become an investment holding group and the business of financial services and trade, express delivery, warehousing and logistics, transportation and transportation will be managed by SBUs, and the key to getting through O2O is the rapid transit (SF Express And aviation), offline shop (Hey customer), e-commerce platform (SF Preferred) and third-party payment, are indispensable.

Public information, SF Express a few years ago on a low profile registered "SF Bank" sfbank.cn/.com.cn, "SF payment" sfpay.com.cn and other financial domain names, has received third-party payment license.

However, in the SF O2O and the longer-term layout, Hey Ke how the key piece of the role remains controversial. Analysys International senior analyst Zhuo 赛 Jun frankly, after he personally experience Hey guest, hey off model is not clear, the positioning is not clear, the scale effect has not yet reflected, he did not see in addition to express delivery, the core strengths of Hey customer.

Zhuo Saijun described the shopping experience from the point of view, to the store to scan two-dimensional code and then to pay online, not as easy as online shopping at home; try on trial experience, the majority of Hey customers do not exhibit, you can not immediately experience , Need to make an appointment and other express delivery and then experience, and little difference between the Internet companies, according to the new consumer law, shopping in any online shopping platform has 7 days refundable rights and interests; convenience services, said convenience stores, supermarkets have covered Many livelihood comprehensive services, providing financial services La Calabra point is also very wide. In addition, Hey customer payment method is not effective in settling account users, O2O closed-loop is not complete.

"First-tier cities online shopping developed, mobile, fragmented shopping into the mainstream, Hey passenger may be better in 23.4 line cities." Zhuo Saying said that in the following second-tier cities Hey passenger goods and services according to the local population structure , Spending habits and needs and other measures to local conditions, but the current hey off seems to have not figured out. "For example, the customer base is middle-aged and elderly, young or female, Hey product design is different." SF also admits to reporters, hey challenges in addition to store efficiency, there are no precedent for the domestic reference to the troubles . "Hey customer is an explorer and needs more useful feedback on the product sales business."

However, Xiao-Min Zhao believes that the model is not the key, the key is the scale, shop speed and team service expertise, if the coverage of the network paving the way, online shopping, logistics, finance and convenience services gradually became resonance, supplemented by advertising, the effect will be revealed.

Focus, cross-border integration is a common practice

The exploration of "Si Bu Bu" by "Hey Ke" is an innovative adventure for SF. For the industry, this is the product of cross-border integration of retail, logistics and network in the Internet era. Cross-border has become the battlefield for the transformation of all parties .

Scramble for offline consumer entrance

The industry believes that hey off is Shunfeng convenience store after tepid radical change. Compared with the traditional convenience store, the most important feature of Hey customers is not to display large-scale commercial entities, but the placement of virtual goods, using mobile phone scan code, the purchase order within the store to sell the model, and the UK's largest O2O retail company Argos also Very similar, but the stock no longer exists.

Argos is dominated by toys, small appliances and home electronics as well as furniture, jewelery and sports and leisure goods, all stored in storehouses or upstairs warehouses. Consumers can choose products through the catalogs and posters provided by the stores, check the inventory of the terminals, fill in the payment, take the numbers to queue up, collect the numbers, check the products and complete the transaction.

Line shop "no inventory" idea is feasible? Laiyang, secretary general of Beijing Institute of Business Economics, is cautious. In his opinion, this is more of a concept. Take Hey customer as an example, zero stock means that Hey Hotel does not have its own direct merchandise but only provides entrance for cooperation with other merchants. The price and variety of supplied merchandise can not be directly and systematically controlled in the hands of Hey customers. For general consumer In terms of attractiveness is limited.

Even so, SF does not lack the same party. Jinghua Times reporter exclusive learned that Yuantong Express is opening "thousands of cities million stores" plan. At present, tact has been part of the terminal outlets to transform store layout with the same hey you, in addition to sending and receiving functions, there are online store features, no inventory. Shop online shopping platform "one city one product" network, has been officially launched on April 1 this year, the main agricultural and sideline products and native products.

By the end of March this year, Lynx United Cat House launched a "sweep code shopping" offline activities in Shenzhen. Cat House and the Commissary, nail shop and other community stores to reach co-existence express delivery package, it is actually a community express from mentioning. "God password" activities to express parcel-based, combined by the mobile phone Taobao sellers in the package printed on the specific two-dimensional code, sweep code customers will be rewarded.

The Jingdong also Hebei, "National" 800 chain convenience stores, Hebei villagers to guide online convenience store orders. Zhuo Saijun more optimistic about this model, he commented: "daily necessities can be bought in convenience stores, and 3C products can guide rural users to buy on the Jingdong. Rural users of digital products update slow, Jingdong channel sunk space Large, rural convenience stores can also become online shopping service center, eliminating villagers online shopping concerns.

The last kilometer burning flames

From the current consumer favorite transceiver function, express delivery terminal service is still one of the most important responsibilities. Hey guest business director Zeng Yun Zeng Yun in an interview with the media frankly, Shun Feng initially Heyke's original intention is to solve the "last mile" issue.

Express the "last mile" problem has become the industry's "Achilles heel." Industry competition for the "last mile" has a close relationship with the formation of users' stickiness to promote value-added services.

Wang Ge, the cat house founder, said frankly that if you consider Heyke in the "last mile" to save manpower delivery costs, SF investment in the Hey project from the beginning to recover part.

Cat House is committed to maximizing the use of social resources, and community laundry, print shops, kiosks, florist and other cooperation, which is the layout of the network with the transport hub of Ali, the community from the mentioning point and campus post office similar to the self-service express cabinets More and more get the courier company's favor. Of course, the cooperation between "the last mile" and the existing resources in the society will lead to staff unprofessional and unstable cooperation. Therefore, Zhao Xiaomin judged that this is one of the reasons favoring self-operated offline stores such as SF and Yuantong "Complex" is also related to the foreign express delivery giant. In 2001, UPS merger and acquisition franchise company MailBoxesetc. (Retail freight, postal and business service center-based industry) to enter the retail industry. In 2004, FedEx acquired Kingsoft Printing Systems, which occupies more than 80% of the digital print market in the United States, for $ 2.4 billion.

"Heavy assets are local tycoons to play the game." Wang Ge revealed that as a start-up company Cat House struggled to make the decision to suspend direct sales flagship store, asset-light mode to develop franchise stores, and Cat House flagship store idea, with Hey customer Similarities and differences.

Convenience store transition easier

Although the hotel claims not to do lower daily consumer goods, there is no direct competition with traditional convenience stores, but in the layout of community service platform, chain convenience stores have long shouted slogans, trying to change from the past only the sale of experience Point, pick up point, exchange center, life center, or life solution center. It is reported that Tianjin Workers supermarket second-generation convenience stores have begun to try diversification, good neighbors are also trying to introduce breakfast fast food, express mail and other convenience services.

According to Laiyang introduction, chain convenience store area is generally less than 100 square meters, but the goods can reach more than a thousand, designed to build 10-minute living area, can provide face-to-face shopping. In contrast, hey hotel show limited, and can not be "taken away" directly to the customer is difficult to form a strong attraction.

Li Zhizhi, chairman of Beijing Zhiqi Future Marketing Consulting Group, also believes that while informatization is the short board for convenience stores, it is easier to build a community life service platform than the convenience store chain O2O from Heyxu. Li Zhiqi said, "A chain of convenience stores to survive, indicating the advantages in the location, the influence of the community has been significantly greater than just opened hey off." With the development of the Internet, small convenience stores to take deep plowing community Methods, two-dimensional code micro-signal micro-stores and other means are in use, which is the signal of transformation.

Li told reporters from the beginning, the convenience store's survival rule is to reduce costs by multi-category apportionment, though higher than the hotel inventory costs, but lower logistics costs. The same piece of goods, different customers in the Hey guest orders, hey passengers need to be distributed, so that to a single piece of goods, Hey passenger logistics costs certainly higher than the convenience store. Beijing Times reporter Liao Feng GU Meng Lin Jinghua Times reporter Pudong Feng photo