Shun Fung "Hey Guest" transformation of the last kilometer mode Express

　　Shun Fung as the boss of China's private logistics company, has already relied on its logistics, began to contact the field of electricity, and in addition to its fresh electricity business is shun Fung optimization, there are pingwest in the previous report, is about to launch the "Sea Amoy" business sfbuy. And not long ago, Shun Fung opened the line of business--hey guest, and in the country has opened 518 offline entity stores, used to provide merchandise purchase, ATM, phone recharge, aircraft booking, utilities fees, send Express, cold chain logistics, group purchase/pre-sale, fitting room, laundry, home appliance maintenance and many other business. This business is seen by many as a new challenge for the retail and electric business, but in fact, Shun Fung "Hey Customer" is more like the last kilometer of the transformation of Express mode-let the user mention instead of courier door-to-door.

From the electrical business to guide the logistics to determine the electrical business

If you can access some information about shun Fong in the Internet, you may find that this is a very colorful enterprise: Founded in 1993 Shun Fong by virtue of the Shenzhen area business letter delivery started; And the bosses ' Wei Mystique and a controversial, direct-business model didn't even have their own headquarters until 2002 – even though they had dominated much of the Guangdong region, and with 2002 years of SARS and a follow-on aviation bust, Shun Fung expanded its business, At the same time also become the first private chartered Charter Express company.

It is because of SARS, people began to realize the existence of E-commerce, 2003 Taobao, 2004, Beijing East. With the development of electrical business and in-depth life, ordinary users began to find that "express" this business has become closely related to themselves.

The Electronic business brings the opportunity to the logistics industry and also brings the restriction. Around 2013, east China's "four-through-one" (Yuantong, Shentong, Qualcomm, Huitong, Yun Tatsu) at least more than 60% of the business are from Taobao. 5 years ago may not take a year of courier, now a week without receiving a courier may feel uncomfortable. Taobao sellers for the bulk of the order, on behalf of the packaging business on the one hand to facilitate the user, on the other hand also determines the direction of the courier company.

In this, Shun Fung is a heterogeneous--frustrated Taobao accounted for the Shun Fung business of 10%, although less a large business scope, but to avoid the price war, but also to avoid some degree by the electric Business enterprise led by the nose.

Shun Fung soon saw the opportunity of the electric business-compared to, Shun Fung whether the distribution of a kilogram of gold or a kilogram of waste paper, the cost of consumption and profits are almost the same, but the business can be from these two goods to obtain a very different profit. Finally, Shun Fung finally decided to do their own electrical business, to their own logistics services, the so-called fertilizer and not flow outside the field, May 31, 2012, Shun Fung optimization and therefore born. And Shun Fung selected the content of the electricity is also the logistics distribution, especially the cold chain distribution requires very high food hygiene, with this advantage, Shun Fung optimization quickly in the fresh electricity market occupies a dominant position.

Hey, do customers want to challenge retail status?

Perhaps for Yu Shunfeng, only the fresh market of electricity dealers is still far from enough, after all, although the advantages of logistics, but the raw inventory cost is too high and customer purchase frequency is not high makes it difficult to bring too much profit. So shun Fung optimization in the expansion of product content at the same time, began to prepare the physical store shop. "Shun Fung to open a convenience store" rumors once brilliant. However, until the hey guest in a number of cities to start, we only found that has been a long time to find out what is the drug in the gourd.

Pingwest invited a friend in Hangzhou to experience the "Hey Guest" in the Xiangshan district of Hangzhou Yunxi, where the boundaries of the community are on the Fuyang County, and the surrounding areas are six-storey old houses and wastelands. It is understood that Hangzhou, Shanghai, Beijing, the location of the city's most of the places have chosen a similar situation: many people, remote, consumption is not high, supporting facilities are not strong.

The store is not so much a convenience store as a display shop.

The store has three touch screens, one of which is the shop assistant operation, the other two for user operation and purchase. But the content is the same as on other tablets or mobile phones, equivalent to the lack of computers, mobile phones, tablet users to prepare equipment. In addition, the interior of the shop on the wall is a number of leaflets, the main content or shun Fung preferred fresh products, but also contains some with McNuggets and other online brands of cooperation, and to make concessions (not only in the hey guests have preferential).

Users need to scan two-dimensional code to buy, of course, this purchase process needs to have users have their own account, so if the total use of the Internet to buy the elderly group, even if it came to the hey customer is difficult to buy. Although there has been a message that the future will be put some for the taste of the products, but from the layout of the store, there is no suitable place for these.

Experience a lap down, hey, the customer doesn't seem to bring anything to the consumer. Access to the store is still the online shopping experience: "Find the goods-order on line-pay-go home and wait for the receipt." This series of actions in the home computer, mobile phone can be completed, come to the shop is meaningless. If you want to make it easier for users who aren't familiar with online shopping, you don't have to provide a separate channel (such as no registration, cash on the spot, etc.).

Some people think that hey guest model and the British chain shop Argos similar, but the two stores have the essential difference: first Argos not sell food, more prominent is the sale of toys, small household electrical appliances and household electronic products, as well as furniture, gold and silver jewelry and sports leisure products, the strict sense does not become a convenience store. Second Argos Although the store also does not display items, only place a dazzling range of brochures, users can buy in a variety of ways (shop purchase, online shopping, telephone messages to buy, etc.), but in fact the goods are stored in the store or upstairs warehouse, unless out of stock situation, otherwise customers can take away the goods.

And hey, now. The model, not to mention the challenges of retail, and 711, Rosen, family and many other functional convenience stores, it is not "convenient". In addition, the family is now in Jiangsu, Zhejiang and Shanghai map began to promote two kilometers within the delivery service to the family's coverage (more than 1200 in Jiangsu, Zhejiang and Shanghai) and expansion speed (expected in 2015 more than 4,500 stores in the country), want to rob the convenience store from his hand retail profit is not so easy

The "Last Mile" scramble: replacing couriers with a self-mentioning

But, hey, there's another thing that the customer has to do, and that's one of the big problems that electric dealers face: the last mile. The mode of electrical business has always been door-to-door distribution, which is the core of "shopping at home". However, with the increase in demand and the expansion of the distribution area, the pressure on logistics is becoming more and more big. Although from the transfer station to the transfer station only need to increase the volume of freight to solve the problem, but hubs to the customer this link can not be solved by simply increasing the salesman. On the one hand increases the salesman is increases the cost and the management difficulty, on the other hand some relatively remote place distribution time will consume the salesman time. Even Shun Fung, from the previous North Canton 6 before the order, the next morning can be delivered, to now need two days of logistics time, experience is far less than before.

To address this last-kilometer problem, most logistics companies have opted for a "self-extracting" approach to ease the pressure-setting up their own points in densely populated places, users either send or take pieces, you can go to this from the point of handling, Amazon in Shanghai and the whole family cooperation, set up nearly 300 from the station. In addition, there are cat service stations, Campus small post office and similar models. Even some users reflect that some of Beijing's express delivery has begun to forcibly do not "door-to-door distribution", but directly to "no one in the home" as a reason to put the goods to their own point and notify users to bring themselves.

No matter how much pressure on the logistics company, the past door to door service has become now to go to a fixed place to send/take pieces, although objectively speaking, the whole industry and the market to bring good development, but for users to reduce experience is an unacceptable problem. In order to cultivate the user's habit, it is necessary to give the user subsidy from the profit. Hey, customer. In addition to the above mentioned business content, another important business is to send a discount, whether it is sent or take pieces, can enjoy 2 yuan discount. At the same time some shun Fung preferred product purchase if you choose to shop themselves will also enjoy the discount on the Express.

It seems that way, hey, the mode of the customer makes sense: In order to promote users from the point of pick-up, in order to save users express fee for the preferential policies, but also provides the store orders, living services, such as "added value."

This leaves the last question: "Hey, can the guest survive?" Although shouldering the strategic deployment of Shun Fung, but the national so-called more than 500 stores how to maintain, expand, for Shun Fung is also a challenge. Is it a pay of 18W employees, or does it cost a lot of money to get a bigger payoff? I'm afraid it's time to see more of the people around us.