Shun Fung "Hey Guest" debut in Chengdu, booking experience after the online order

Rumors of a long, shun Fung convenience store "Hey Guest", now finally unveiled in Chengdu. Yesterday, Shun Fung Sichuan, the relevant person in charge of Chengdu, said the first batch of the opening of Shun Fung "Hey Guest" Total 518, in addition to Qinghai, Tibet, in the provinces and municipalities in the country have coverage. Among them, Chengdu area one-time a total of 8 stores into the trial operation, is expected to open 100 stores this year.

Chengdu Commercial News reporter on-site visit found that, and traditional convenience stores are very different from the "Hey Guest" shop does not have any physical goods, but the two-dimensional code wall, merchandise photos in the form of display items. Consumers buy, you can scan the code through the phone, or in-store network orders, after the choice of stores to mention or door-to-door.

There is no goods in the shop booking experience after the online order

Yesterday, the reporter came to Fuk Bridge North Street 6th "Hey Guest" shop, found Inside "empty." All the shelves are placed on a picture of merchandise, can not find a physical. From the photo wall, the reporter saw the products on display including milk powder, watches, shoes, handbags, mobile phones and other dozens of categories, the specific price of dozens of yuan to thousands of yuan.

Customers browse the merchandise on the wall (Internet new information map)

"Customers in the store to see the goods they want to buy, directly to the clerk, the clerk to help them order." "According to GUANGFO shop long introduction, different from traditional convenience store," Hey Guest "take virtual shopping way, realize zero inventory. At present, including Shun Fung's own shun Fung optimization, "Hey Guest" and McNuggets purchase, KISSCAT official flagship store, such as about 16 electrical business platform to reach a cooperation. Customers through the "Hey Customer" in the above platform under the single, you can get a certain price concessions, such as McNuggets purchase price of 289 yuan a barrel of milk powder, shun Fung Price is only 218 yuan.

It is worth mentioning that "Hey Guest" also introduced a kind of name JIT (ethically in time) booking service, the customer does not have to pay the purchase price can make an appointment to the merchant, wait for the goods to shop to experience after the purchase. If you are not satisfied, you can enjoy unconditional return service.

Shun Fung Sichuan, the relevant people explained, "Now the online sale of goods, many customers want to experience the first try, the most typical of which is home appliances, 3 C, fresh, clothing, such as clothes and hats." In the past, the customer signed after the return is often more troublesome. Hey Guest offers the appointment experience service, can guarantee the consumer after the experience returns the right. ”

Positioning Community Services Hey, customer focus on the convenience of online shopping

"We plan to open 100 stores in Chengdu this year, mainly in the vicinity of electric dealers and more mature communities," the company said. For the convenience of community clients, the business hours of the guests are set at 8 a.m. to 10 o'clock in the morning, and the goods are received and withdrawn from time to maximum. Shun Fung related people said that the current has appeared in the consumer side of the "Hey Customer" is not the final version of the store function will be further improved. In addition to express logistics business, virtual shopping, in the future will be on line ATM, cold chain logistics, fitting rooms, laundry, home appliance maintenance and many other business, and constantly improve the "Hey Customer" Community network shopping convenience life platform.

According to the above people, shun Fung open "Hey Customer" one of the important purposes is to approach customers, understand what they want to provide "tailor-made" services. "After a certain period of operation, we will analyze the consumption habits of the community customers." For example, customers in a certain community tend to buy powdered milk, so we provide them with more relevant products. Conversely, if a community customer is not interested in a particular product, we can remove the product. ”

The opening of Shun Fung convenience store in Chengdu has indeed attracted a lot of people's attention. But at the same time, there have been some questionable voices on the market. Li Lichun, chairman of Sichuan Commercial Chain Association, said that "Shun Fung Cross-border access to the convenience store industry is likely to be a waste of resources." First, the entity store rents, labor costs are rising, shun Fung open shop capital pressure is not small. Second, the purpose of the convenience store is to bring people convenient shopping, but customers in shun Fung convenience store can not immediately buy the required goods, but added a link caused inconvenience. ”

Look at the cat House. Guest: Electric Dealer "last kilometer"

Most people in the industry say "Hey Guest" is the latest attempt by Shun Fung to solve the "last kilometer" service. In fact, from the beginning of last year, Shun Fung and red flag chain cooperation, in Chengdu set up 100 express themselves point. So, why Shun Fung will choose their own shop, rather than continue to expand the scope of cooperation with convenience stores? In this regard, Chengdu 007 supermarket chain Chairman Gao Analysis, from the surface, express company and convenience store mode of cooperation is very simple, but in the actual operation, express safety, the collection of norms and other aspects of uncertainties. As a result, the express company's own convenience store is also a way to try.

Because the traditional last kilometer logistics bottleneck is always difficult to break, involving costs, privacy, management and other multiple issues. To this end, the express enterprises, including the major electric power companies have resorted to the effort, rather painstaking effort. According to the reporter understand, the current emerging of the last kilometer model mainly includes from the Ark (electronic lockers), day Cat service station, Campus small post office, Cat House, etc., there is the latest "Hey Customer" mode.

Both "Electric dealer sales" mode of the last kilometer service station in the second half of last year, Cat small post Office ——— "Cat House" in Shenzhen before the sea start. According to the Shenzhen Cat House E-commerce Convenience Service Co., Ltd., founder of GE, said to the media, in the future stage, with the landing of the O2O, cat House business model can also be extended to serve the residents within the hundred meters of life and other living services, and provide O2O electric business closed loop, so as to charge a certain proportion of marketing costs. The "Hey Guest" is similar in some way.

and "Cat House" is the main source of income on the one hand, the package from the cat and Taobao to give the partial subsidies, on the other hand, it is the store distribution service, to provide businesses from the various transport ports (aviation, railways, highways, terminals, etc.) to the same city cat door store distribution services revenue. Industry insiders believe that the future of the customer's profit model must include this part. Hey, customer. O2O "Virtual experience", from the specific product design, but also specifically for Shun Fung's own logistics advantages.