Where the customer "deceleration": such as the Wind Tatsu Express downsizing "slimming"

The runner of the Run, 2012, had to stop.

August 31, where the customer's wholly-owned courier company in Beijing, such as Wind Tatsu Express Co., Ltd. (hereinafter referred to as "wind Tatsu") staff, such as the Wind Tatsu Express network 26 cities will be abolished to 6, and will lay off 2000 people, the proportion of layoffs as high as 50%.

Over the past few years, selling shirts and shoes, selling electrical appliances, selling books, entering logistics, selling millet mobile phones, in the CEO aged (micro Bo) "Trial and error" Spirit of encouragement, where the passengers all the way to the hurricane. And questioned the high inventory, the loss of the increase in the voice also like shadow accompanying.

"The whole company is rethinking and adjusting. "September 4, where the guests of internal management to the reporter bluntly, last year, the overall expansion of the speed is too fast, since the end of last year has entered the adjustment state, and such as wind up to lay off the staff is just a part of the overall adjustment.

"Burning Money" logistics

2008, less than 50 people, 2010, 1260 People, 2011, 5000 people, the above data, such as wind network disclosed in recent years the rapid expansion of the situation.

Aged in excellent old subordinate, such as the Wind Tatsu general manager Li Hongyi, told the wind up to create the process. 2008, Li Hongyi in charge of every customer logistics, due to the excessive trust under the opponent, resulting in the inside of Shanghai warehouse, the loss of a huge, aged rage will be Li Hongyi to be responsible for express business. Courier business was only a small department of passenger logistics, only a few people, Li Hongyi holding 100,000 start-up funds, with the wind as a start. As the wind reached the original plan, "2011 covers 28 cities nationwide, construction site more than 300, the number of employees reached 8000 people."

In fact, every customer built logistics has long been planned. In the establishment of less than half a year, capital turnover is not smooth, where the customer will build a Third-party logistics and distribution team. It is by virtue of their own logistics, where the customer took out "24-hour delivery", "30 days Package postage Free exchange", "on the spot to try" and other services.

Every customer thinks, the net buys the clothing client not to be able to touch also to wear, the logistics is the whole network buys the process to be possible with the customer recent distance contact one link. Since the establishment of logistics has been a lot of customers to win the reputation of many good shopping experience, and let customers in exchange for more than 50% of the two times purchase rate.

Where Sir Network display, as of 2011, such as the Wind Tatsu Express outlets opened the city reached 26, the site reached more than 400, self-built logistics part of the total distribution of 60% to 70%. At the same time, where customers will build 24-hour distribution circle to Beijing, Shanghai, Guangzhou and other customers logistics center as the core, 300 km open 24-hour distribution services.

And China Logistics Express Consulting Network chief consultant Xu that, where the customer a lot of burning money from the building of warehousing and distribution behind, is a heavy cost of logistics, in the distribution system, Logistics Base construction, transportation management and other investment needs a lot of money.

Xu that, as the wind Tatsu can not take the company outside the express, even if there are a hundred thousand of of passengers a day, such as the wind can not reach the express company profit and loss line of 350,000 pieces/day, and such as the wind Tatsu as a small and Medium-sized Express Company network is not full, where the customer 40% or so express needs of third-party logistics companies to provide. In this way, such as wind up the daily delivery volume too small, can not form a scale effect, so that the cost of customer-built logistics directly higher than third-party logistics costs.

"Since the construction of logistics, although it can bring services to all customers, but also directly erode the profits of all customers." "Xu that, in accordance with the provisions of the purchase of 59 Yuan customers do not need to pay logistics costs, that is, many times, such as the wind up in the free mail, where customers need to make up the profit of the cost of the courier.

Logistics cost has become a heavy burden on every guest. Where a customer is a preparation for the listing of the prospectus shows that 2011 years a "typical" order, the composition is roughly as follows: Customer unit price of 108 yuan, product cost 71.5 yuan, logistics cost 14.5 yuan, the cost of the distribution of 26 yuan, other operating costs 23 yuan.

Between the Retreat

August 2011, every customer sales category expanded to 90,000 kinds. According to aging targets, the company will expand to 10,000 people, and 2012 sales target of 10 billion.

Ever-expanding companies, resulting in the outside world to query the customer constantly, coupled with the first half of the 2012 electric business Bubble theory, about every guest's various negative news: delayed IPO, senior management turnover, inventory too high ... In the face of runaway van, aged once bluntly: "Every customer expansion, high level become impatient, grassroots become arrogant corrupt." ”

"At the end of last year, everyone was rethinking the problem of too fast expansion," he said. "Every guest internal management personnel to this reporter discloses, for this age has also started discussion meeting, to the company to make a series of adjustments." Since last July, aging finally drastic internal exchange transfusion, the big adjustment has continued to 2012 June, where the customer from the two division to expand to five division, and then to six division, 7 product lines.

"Such as the wind Tatsu logistics cost is indeed high." "Every guest's internal adjustment also extends to the logistics field, where the customer insiders to our correspondent said that the abolition and closure of the site involving northeast, southwest, South China, central China 4 areas, abolished the site has more than 10."

These people explained that the "retreat" is such as the wind reached the established optimization structure, integration of resources strategy, in the future, in addition to the first-tier cities continue to strengthen their own logistics system, where customers in the two or three-tier cities will be more cooperation with Third-party logistics, the withdrawal of part of the distribution will be handed over to third-party distribution services partners. Such as wind Tatsu will be to the distribution partners output technology, management, training system.

"There are no 2000 layoffs, but they are not yet fully counted," he said. These people said that as of last year, the wind has indeed been laying off workers, currently less than 4000 people. The layoffs, and where customers are not interested in profit this year, such as the wind Tatsu is withdrawn and some sites, but at the same time in some key areas are still strengthening the layout, increase personnel.

Where the passenger as the wind reaches the contraction behind: brewing and Suning all-round cooperation

In the choice of cooperation with the third party logistics at the same time, where the CEO aged in August, the most lively price of electricity dealers visited Suning easy to buy headquarters.

Seemingly aged at this time to visit Suning, as Dangdang CEO Guoqing (Micro-BO) Alliance Gome Online Mall, is because the common enemy Jingdong mall together, but this time to visit Suning is also the beginning of cooperation between the two sides.

Suning Buyers September 4 told the newspaper reporter, "Old and Sun (Su Ning Vice Chairman weimin (Micro Bo)) for a long time of contact, and after suning easy to buy and where the team also continue to negotiate, the two sides will be in logistics, marketing and other aspects of exploring a new mode of cooperation. ”

According to the reporter understand, in the own logistics contraction, where customers do not rule out and suning easy to buy their own logistics cooperation. And Suning Tesco also plans to provide its own logistics to third-party use to obtain benefits, obviously this is an important step in the cooperation between the two sides, in this respect, where the public relations people said, "Our cooperation with Suning is definitely not what the outside world said we are in Suning easy to buy platform sales so simple, both sides have been in contact with the negotiations, our Cooperation will be all-round. "

Obviously, Suning easy to purchase and van in the logistics and other aspects of cooperation has been in preparation. For every customer, continue to adhere to the expansion of the power business model, in the electricity business of the capital in the winter is no longer realistic, appropriate contraction, and even the transformation of light power business is its more realistic choice.

For the previous adoption of the heavy electric business model Suning easy to buy, the next two years to invest more than 15 billion yuan Logistics base construction is also very important. And for more third party to provide logistics services, and even the logistics of separate listed financing are suning easy to purchase potential choice.