The bag is finally sold, the core mode of "one hour delivery" is there any mistake?

"Since the quick schoolbag June 8, 2010 on line, I knew that the day of sale or even closure will come sooner or later." I didn't think Xu Zhiming lasted 5 years. "The original Hong Kong Cheng Pao, editor-in-chief Li Yan, expressed his astonishment at the news that the fast schoolbag was about to be sold by the founder," he said.

Her surprise seemed to be not the news of the sale, but the quick schoolbag had "lasted" so long. She was amazed at the longevity of the fast schoolbag and listed the fatal flaws of her fast-schoolbag model. "Free shipping, 1-hour delivery" is its landmark service, this model in later also by the major electric platform imitation. But how can a small web site do too big a platform? Self-produced goods, self-built warehousing, self-construction logistics, one-hour arrival this model requires too much money, to meet the needs of these centralized implementation is difficult to burn a lot of money. ”

Is "burning more money" necessarily going to die? I am afraid that Jingdong mall is still in a loss, many video sites are still desperately burning money. For internet companies, in order to consolidate market share after the brilliant tomorrow to burn money is inevitable.

Xu Zhiming does not think that he is a start-up failure, but "the capital chain is broken", "one hour arrival" model is not improper, and fast schoolbags do not lack buyers. "A bigger company is the one who wants to buy a quick schoolbag and then inject money into the capital to put the money back into the business of an hour, because he is the same as my judgment, and sometimes it's a matter of timing and power." "Xu Zhiming that if investors inject money and are willing to continue to do it," one hour arrival "is still a potential development model.

The sale, in Xu Zhiming, looks more like "give investors an account." "I was putting in 1 million or 2 million bucks, but for my loss of assets is not really small, from the money, and I also harvested so many honors, the biggest loss is the investors, because I spent a total of more than 10 million yuan investment, the more than 10 million dollars I have to have an account. ”

The so-called "online 711" electric dealers, by virtue of selling can give investors "account". However, for many of the "one hour arrival" pattern of worship, worshipped the entrepreneurs who have added, "one hour arrival" can be successful? Do you need an enchantment process? Han Shu bag In the end how the capital chain break? These questions need to be answered by the whole case.

How does the fast schoolbag develop?

Xu Zhiming has been in the book industry for more than 10 years before creating a quick schoolbag, and has launched the online bookstore of the Dragon media. He believes that books are characterized by extremely standardized and priced goods. Consumers can see in advance what the book is, and are able to visually appreciate the discount.

June 9, 2010, the fast bag set up, the slogan is to create "online 711", but the first year the main sale of books. Operating ideas are free shipping, self-built logistics and warehousing. In the 2011, the fast-schoolbag tried to do marketing on the burgeoning microblog, a cannon red, saving a large amount of company-initiated marketing costs.

And the introduction of the innovative "limited time", "timed delivery" distribution services. The two logistics models were later imitated by a number of electronic business platform, Jingdong, Amazon, when and other enterprises have launched the speed Tatsu, timing tatsu business.

Xu Zhiming has openly said that the online bookstore is when and Amazon China, other bookstores want to go beyond or a piece of difficult, so there is a need for new models to appear. The new model of fast Schoolbag is learned from McDonald's, that is, the model of the full street McDonald's delivery personnel to introduce the book market.

Such innovation allows Han SHU package business to rapidly expand to Shanghai, Xian, Chengdu, Changsha, Hangzhou, Shenzhen and other cities, merchandise category in addition to books, but also expanded to more than 500 kinds of goods.

Fast Bag Core mode "one hour delivery" is there any mistake?

"The pattern is related to the time point. 2010 I do 1 hours to send a little too ahead, so when the martyrs. "Xu Zhiming always thinks the pattern itself is fine. "I never doubted my own pattern. Xu Zhiming said that the service is valuable to customers, but also a point of transmission, but the implementation of the way there are times limitations.

Not only for entrepreneurs Xu Zhiming himself, for many concerned about the electrical and logistics business peers, "one-hour delivery" mode turned out to be quite meaningful. "In a strict sense, when I proposed an hour of delivery 4 years ago, I should have not done an hour of distribution in the world and China," he said. So now Jingdong, suning such a big electric dealer began to do an hour in the United States, Britain, France began to appear for an hour. Xu Zhiming Once proudly introduced his business model.

Someone once not without regrets this evaluation: for fast schoolbags Such a mode of operation of the online convenience store, on the surface, we are pleasantly surprised that the speed, in essence, the surprise is to meet the needs of the precision level. Able to combine the form of entity chain, "fast" to achieve the ultimate, O2O perfect combination of the road will not be very distant. Any plan can not keep up with the change, do not want to see or will happen. Quick Schoolbag's decisive transformation, is it the O2O mode of the short-lived? The real reason is not to stick to it or the business model planning mistakes? Will the consumer's "fast" rigid demand still be a comeback?

With the advent of the mobile internet era, the O2O business based on lbs has attracted the attention of various capital and internet bosses, from Shun Fung's preferred fresh O2O to the Beijing-East partnership with 10 major convenience store brands to play O2O. O2O of the people in the wrong age, the fast-schoolbag business model is there any mishap?

Compared to the US $2 billion trillion in the fast-buy Express brand Instacart, it was pointed out that whether the Instacart or Han Shu package of one-hour delivery does solve some pain point, this is a good business model, but based on human distribution of service requirements too high, And in a sense can only adapt to the regional market, once the scale of expansion will be plunged into the mire. Consumers do buy groceries, but the urgency of the demand for these goods is clearly not too high, and they really want to be delivered as soon as possible, but hopefully they will be able to get cheap prices. 1-hour delivery looks a bit too fast, and service quality can often be overlooked, challenging in terms of transportation costs, warehousing costs, and even the cost of the entire supply chain.

At present, the fast schoolbag total melt 20 million already spent 14 million, and those who readily on billion-dollar financing of the peers compared to the fast-schoolbag funds appear shabby. Xu Zhiming on Weibo admits: "The fast bag from the production of goods, self-built warehousing, self-built logistics, one hour arrival mode, may be a wrong direction." One hour arrival but there is demand, such as rainy days umbrellas, before dinner maotai and other urgent items, but the focus of these needs, supporting the rapid growth of the entire website, it is really difficult. We are trying to dig out more products with this trait, but we haven't found enough in four years. ”

As for the drag on the cash flow from the Xu Zhiming, he once thought, "America does this type of call for an hour." I have a man to buy a case of beer, from where to where, where to go, who will rob this job, use this model. So if I say 2013 later, especially 2014, I must use this pattern when I plan. And why? is because he has a peak trough, there is another one is my original fast bag distribution team, not live I also have to pay wages, this is a huge cost. So I lost more than 10 million in the past few years, the basic compensation in the human. ”

In addition to the use of self-built logistics such a heavy asset-investment model to drag down the capital chain. About the "one-hour service" This demand pain point is not enough pain, there are many people raised a different voice: "One hour fast delivery" is a pain point, but not a first-level pain point. Especially in the book market, one hour fast delivery is not a first-level pain point. Category full and discount is more than the first level pain point, so it is very easy to be Jing Dong, when the second kill.

So, the next question is, from the book, right? Do you have the rules of the Internet "explosive product marketing"?

From the book, right?

"On the surface, the fast schoolbag is lack of flow, the reason behind it is that fast schoolbags have been lack of explosive products." Now, the fast bag positioning is ' Select Life Shop ', in fact, this slogan with another vertical electric business originally life quite like, but the original life has a explosive product-chu Orange. "There are people in the industry bluntly pointed out that the fast bag of" the War of traffic.

Xu Zhiming has been in the book industry for more than 10 years before creating a quick schoolbag, and has launched the online bookstore of the Dragon media. He believes that books are characterized by extremely standardized and priced goods. Consumers can see in advance what the book is, and are able to visually appreciate the discount.

In addition, book Sales is on sale, the knot period is relatively long, this is not sufficient for the initial capital of the fast schoolbag is very important, and China's first batch of e-commerce use of people are buying books.

From the Xu Zhiming point of view, the first choice from their familiar book field to enter seems not wrong, however, such "advantage utilization" instead of the book's profit margin than other categories to lower, and consumers of the book's Fast delivery and there is no urgent need for consumer characteristics. Later, the fast bag derived a "love Grab goods" project, began to locate in the import of food and import commodities, but the time node has undoubtedly missed.

And in the category and variety strategy above, Xu Zhiming chose to learn "7-11" convenience store mode. "When you go to a big supermarket, the variety of varieties, and when you enter a convenience store, he first from space to accept that you have less variety." That is, he accepted first, because it is near, it is convenient, so he accepted the characteristics of low variety and price. But when the internet is done, I started to think this logic is also set up, Jingdong or Taobao, and so many varieties. I am now because I can arrive one hour, so can you wronged, you want the brand no, I have another brand, you make it right, right? "But today I find that when I look back, I don't have the mentality or the recognition." ”

He said that consumers have formed a pattern of Taobao consumption of adaptation, is a variety of goods, to what there is, but now suddenly said you did not, consumers will be difficult to accept. In the lack of varieties lead to fast bag diversion has been a problem, even then do masks, sanitary napkins and so on have harvested a good performance.

However, even in the face of the "Taobao" spoiled consumers, Xu Zhiming still believe that entrepreneurs should not blindly learn to study large enterprises.

I never study big business.

"I don't quite see what the Giants are doing. Because they do not have anything to do with me, I think that every one of his family is now because he is right. So Jingdong built in front of the former, since the construction of distribution, not from the build distribution is good, is to do the consumer, to the platform over, such as Jingdong is first to do, and then to the platform over, first do 3C and electrical appliances, and then more brands, and then to the edge of excessive. Ma Yun is first to do Ali, and then I Taobao, he actually built a platform, such as the day cat, this road is already past things. "Xu Zhiming thinks big business is the past," There is no enterprise, especially the start-up small companies and entrepreneurs, you want to imitate big business that is dead. ”

Moreover, in the eyes of the Xu Zhiming, the so-called vertical subdivision of the platform opportunities have become less. "Vertical platform electric business I think not set up, for example, I built a website is to sell clothes, I specifically build a website is to sell glasses or sell the milk powder, I think this opportunity has been very small." Professional areas, such as mother and child up, selling shoes like a good buy, it is said that the performance is also good. And then, for example, mother and child are also up, but I think to find a subdivision area, I feel very difficult. ”

Xu Zhiming summed up his entrepreneurial experience: "I actually think the thing is based on what you want to do, at this point in time you can do what, I try to do, I think this is my view." ”