"Tall" shun Fung low price into the electricity market: do not want to price war

In the express industry has always gone "tall" route of the Shun Fung Fast, recently began to be exposed frequently "from the price of" rob the market, but also robbed the previous company to dabble in a few of the electricity dealers delivery market.

Beginning in mid-May, Shun Fung has launched a number of express delivery products for the electric dealers, including "Speed dating", "Shun Fung Small Box", "Business Union Hui", "green channel" and so on. One of the most eye-catching is "Shun Fung small Box", if the volume of goods within the 1200cm3, weight within 200g, you can enjoy the "City 8 yuan, across the province price of 12 yuan" discount price, delivery price than Shun Fung ordinary express reduced by about 30%.

However, "rely on price to rob the electricity dealer to deliver the market", and can not get the shun Fung speed of the Logistics Business Department Vice President Gongtao approval, "even if the price of some products than Shun Fung ordinary express price concessions, but in fact than in the electricity market to occupy the big head of the The three-way a ' price is still high, we do not want to participate in the price war in the electricity market competition. "In an interview with the first financial daily reporter, Gongtao said.

This is also the Shun Fung Electric business sector related to the head, the first positive response to the industry about shun Fung power supplier delivery market concerns. Gongtao revealed that Shun Fung is indeed speeding up the development of electricity delivery market, and even has set up a separate business focus on expansion, and the focus of the force will still focus on Shun Fung is good at serving the attention of aging, stable and cost-effective customers.

However, compared to the more standardized traditional courier market, demand more diverse and complex electricity delivery market for Shun Fung, indeed has been regarded as a "successor", and Shun Fung's boss Wei not anxious for the electrical Business division of the specific assessment, also did not set the scale and revenue and other KPI indicators.

Testing customer needs

Shun Fung for the first time let people feel to be in the electricity market have "plot", or last year "double 11" When the line "electric dealer ex-gratia", if the monthly delivery volume reached 2000 votes, you can get equivalent to the General express 60 percent-70 percent of the preferential price.

Gongtao told reporters, "electric dealer ex-gratia" is not shun Fung in the "double 11" a brief promotion, but Shun Fung power of the first Test water, until now, "electric dealer ex-gratia" products still exist, and through the refinement of customer demand, improve service standards, the company also in the "electric business ex-gratia" based on the new "speed with the dealer" and " Shun Fung Small Box "," Business Union Hui "," green channel "and other" benefits "series of products, hoping to meet the needs of customers of different electrical business segments.

For example, some small businesses can be combined within 500 meters of friends, to "Business Union Hui" form of the list, to meet the "electric dealer ex-gratia" and "speed dating" to meet the requirements, if the merchant will be sent to the bulk of the goods to the division or Transit field, shun Fung can also open up "green channel", so that businesses enjoy a lower discount.

The reporter compares long-term service electric business express Market "three tee one Tatsu" and so on Express Company's price discovery, Shun Fung this outstanding "benefits" series of products, the price advantage is not obvious, such as "a tee up" with a lot of electricity customers settlement price, with the city of the first heavy courier may be low to 3~5 yuan/kg.

"This series of products is not intended to change the market by cutting prices, but in the test of different market segments of customer demand, such as ' Shun Fung small box ' is mainly to meet the number of large, light, small size of specific customers, such as in Shenzhen, some 3C digital product accessories need to be transported to the country, in accordance with ordinary express, the first important to reach 1 kg, And with ' Shun Fung small box ', 200 grams or less can be shipped. Gongtao pointed out that in the electricity market, there are many customers with similar characteristics, such as high-end cosmetics and clothing accessories, high price watches.

The chance of a successor

And in a number of "tee up" of the Express Company management view, Shun Fung the force of a series of products, although no direct impact on the existing market structure, but also shows that shun Fung on the electricity market more attention than any previous stage.

In the past few years, when the electricity dealers surging, shun Fung to the electricity market is not very positive, because with its focus on the Business express delivery market, the price of the customer's delivery is too low. At present, in the domestic electricity delivery market, "a tee up" occupies nearly 80% of the market share, the remaining 20% by Shun Fung, EMS and other Express Company division.

However, from the second half of last year, Shun Fung began to prepare the Department of Electrical business, at present, the electrical Business Department in Shenzhen headquarters has more than hundred people responsible for products and operations, as well as dispersed in the branches of the staff, mainly for customer sales and personalized docking.

"Now more and more high-end brands and large businesses began to enter the electric business, consumers of delivery services, timeliness and cost-effective requirements are more and more clear, these are our target customers, and in the long term, such customers will be more and more." "Gongtao explains why Shun Fung began to send power to the dealers," at present, Shun Fung's electric express delivery faster than the traditional express, and there are signs of acceleration, if the deep excavation of a variety of needs, the development of more market segments of the products, I believe there will be greater market space. ”

China Express Logistics Consulting Network chief advisor Xu also to reporters that at present in the domestic express market, the increase of 80% from the network purchase delivery demand, Shun Fung's income, although in the forefront, but the market share is declining, although the current electricity market is still the price-sensitive customers accounted for most of the But Shun Fung's focus on the customer market potential is also getting bigger.

According to the reporter understand, for just set up a year of electrical business division, Wei did not put forward the market share, income scale and other clear KPI Index assessment requirements, but encourage bold trial and error, customer-centric, to make a truly suitable for the electricity market more products, and the company's previous investment in the site "Shun Fung Optimization", Mainly in order to become more familiar with the various needs of the electrical business customers, rather than rely on the electric dealer website to make a lot of money.