Yong as "little White Mouse", shun Fung electric dealers taste "fresh"

Economic Observer reporter Juan Rofung This is a very ordinary day in September. Beijing Shunyi Airport Logistics Park, Shun Fung optimization of the warehouse area for a whole morning is a busy scene: The warehouse entrance of the receiving area before the white Gold Cup car into and out, the delivery of cargo boxes were opened in turn sampling. Three staff will enter the product one by one through the inspection of the computer system, registration information in detail to the production date, health and quarantine code, storage location, storage temperature requirements and so on.

Thereafter, goods entering the shipping area will be delivered at the first time after 13 o'clock in the afternoon every day. From the previous day guests to the final receipt of goods, the entire process is controlled within more than 30 hours, if the fresh food, the time span will not be more than 24 hours, feel cold grapes or still in the frozen prawn can be sent to the hands of guests.

Above only this area of 7000 square meters of cold chain warehouse daily busy operation of one of the small link silhouette. As the earliest establishment of cold storage storage and distribution of food business enterprises, shun Fung optimization after more than two years of exploration, now its business is doing a good job, the average site order more than 4000 orders per day, the average customer price reached 180 yuan. In 2013, the electric business double 11 feast, Shun Fung optimization is once to 4,500% of the order by the increase of the chain of the electric quotient.

Not long ago, after the normal temperature products covering the whole country, Shun Fung preferred announced its own cold chain logistics from the original 11 cities to expand to 54 cities. In these areas, fresh goods will all achieve the "whole cold chain distribution." This means that Shun Fung optimization will become the first to the fresh category from the "North Canton Deep" to extend to the second-tier cities of the vertical electricity dealers.

Backed by the country's largest private express shun Fung Fast, shun Fung optimization is worthy of the "rich second generation." While enjoying the brand and resource advantages brought by the parent company, the questioning voice around Shun-Feng optimization has always been around. Outside the focus of attention is that express enterprises reverse into the electricity quotient, Shun Fung optimization will be how to cross genetic differences, huge investment, customer conflicts this trap and mud?

On the other hand, the health of fresh electricity business by the industry as the last of the remaining blue sea, the past two years ushered in more and more competitors among them, the market intensified "pan-red", Shun Fung optimization and how to break out? What is the optimal value and true positioning for the entire Shun Fung group?

Lead a fresh electricity supplier

Shun Fung optimization is not the first attempt in the field of electro-commercial intervention, but it is the strongest and most effective one.

August 2010, "Shun Fung e Business Circle" into operation, the content of food mainly, including a small number of 3C products, but only in Hong Kong to carry out operations in the early 2012, Shun Fung's gift platform "ceremony" to surface. But the overall operation of these two projects is not satisfactory.

"In fact, this is the consistent characteristics of Shun Fung, did not matter, do not have to change the direction to try carefully, until the end of a thing to do." "One employee of Shun Fung said to the economic observer.

However, in the development of electricity business this matter, although the pace is still cautious, but as the head of the Wei determination has been firm. For Shun Fung optimization, Wei said, this is a only success can not fail the project.

May 31, 2012, anxious to try in the field of electrical business, shun Fung Fast transport online food business-shun Fung optimization. In fact, prior to the introduction of Shun Fung optimization, Shun Fung Group has been in the end from where to do the electrical quotient has been in-depth discussion, the results of the discussion are: other categories such as clothing, 3C and so on have a relatively good electricity quotient, but high-end food and fresh type but did not show particularly prominent companies, and food in the electricity quotient accounted for less than 3%. Shun Fung Group considers this an important opportunity.

With Shun Fung Group vice president, then as Shun Fung Optimization President Li up the words: "Fresh food is the most dare not touch the category." "Because these products need to be in the low-temperature environment to complete warehousing and distribution, and complex whole cold chain logistics system investment high, difficult to manage."

Two years later, look back today, most of the world will be feeling shun Fung first decision of the decisive. At the end of May 2012, "Shun Fung Optimization" Officially on the line, June 1, Amazon China will follow the sale of fresh, then July 17 "originally life" turned out, July 18 Jingdong Mall also announced the opening of fresh food channels, and Taobao is for its eco-agriculture channel officially enable the new domain name to snatch the eyeball. 2012 is therefore defined as a living fresh electric Shangyuan.

Today, user landing Shun Fung preferred site, its left sidebar clearly shows its coverage of fresh food, beverages, maternal and child food, such as the 9 major categories, SKU (inventory unit to distinguish single) is more than 7,000 from two years ago increased to now more than 13,000 kinds. The number is thousands of more than the total food sku in a midsize supermarket.

and in order to separate from the competitor area, Shun Fung optimization will be targeted to the target population in high-end consumers, to import food procurement and direct production of origin. Among them, the proportion of imported products accounted for 70%, the other 30% of a large proportion of domestic goods produced directly.

This, of course, is to improve the customer unit price, increase the margin of consideration, but more is to combine the characteristics of shun Fung itself, so as to avoid weaknesses.

In fact, Shun Fung to do the advantages of the electric business is self-evident, that is Shun Fung Group strong logistics system. When Jing-dong, Su Ning invested billions of dollars to build its own logistics system, established in 1993, Shun Fung has been sitting 15 self-owned cargo aircraft, all over the mainland China's more than 10,000 transport vehicles, overseas more than 8,200 business outlets of the huge logistics service system.

On the other hand, as a first-run logistics enterprise, shun Fung preferred short plate is also very obvious. The electrical business is essentially a retail business, behind the supply chain, operation, management and other aspects of the control. Logistics started the first problem is to answer the question is how to buy the right goods, where to buy?

Fortunately, before the rapid transit in the electrical business, especially in the field of food and electricity test water for shun Fung optimization accumulated a lot of experience. Shun Fung optimization from the beginning of the goal is very clear: not Taibaodalan, only to be able to highlight the advantages of Shun Fung fast products.

Specifically speaking, is the combination of shun Fung in the country's express outlets, the main season to seasonal characteristics of the economic products. Should season products include seasonal fruit, the occasion is the Mid-Autumn Festival moon cakes, hairy crabs, dragon Boat Festival Zongzi, as well as the Spring Festival gifts. For these products, shun Fung procurement of origin, and directly through the rapid delivery to carry out fast distribution.

Take Lingnan Litchi as an example. The customer orders the same day, after the confirmation of orders, stationed in the local shun Fung staff will be the first time to call the fruit will be picked off the tree, the day of the distribution, the evening using the aircraft of Shun Fung Airlines, the next morning can be sent to the customer's table, the entire process can be controlled within 24 hours.

"This ability is not a lot of people, we can do in addition to Litchi, cherry, hairy crabs, such as the survival of the high demand for products, we are able to do." "Li from the Economic Observer said, Shun Fung through its own express delivery ability to shorten its upstream supply chain deficiencies, that is, procurement capacity." "Because of the procurement of Origin I do not need a level to wholesale, there is no intermediate link, to do their own retail." ”

In addition, imported food is another important component of the source of Shun Fung's preferred product. Shun Fung preferred Vice President Lian Zhijun said the optimal positioning of goods imported food accounted for up to 70%, "the second half will continue to increase the proportion of imports." He said that the current procurement of imported food through the cooperation with importers is the mainstream, but "increase direct mining must be the direction." In this regard, Shun Fung's own international air cargo fleet, will undoubtedly play a role in the future.

At present, although Shun Fung optimization has been 9 major categories of coverage, but in its interior appears to be far from the rich degree of products. Lian Zhijun revealed that Shun Fung Optimal platform planning is still in the process of preparation, and from October 2013 onwards Li from the hands of the current Shun Fung preferred President Tri Xiaoxi said that the third party platform opening may be implemented next year.

Through the expansion of self-employment and the introduction of third parties, Shun Fung preferred SKU is expected to reach 25000 next year, fresh will still be its first major category. "At this level, basically what you want to buy, we can cover it," said one shun Fung preferred executive.

Preferably, Yong as "little White Mouse"

For Shun Fung, Shun Fung optimization is definitely a meaningful attempt.

This is reflected in the on the one hand, Shun Fung optimization based on Shun Fung Group's brand advantages, especially from Shun Fong Express advantages of rapid establishment of differentiated competitive market positioning, but on the other hand in the actual operation, Shun Fung optimization and the group intends to maintain a certain distance, enjoy full independence and independent decision-making power.

In 2012, the first line of the first line, in the logistics distribution, shun Fong and Fung optimization In addition to the sharing of the transport plate aviation, trunk and other resources, the two sides with personnel and equipment completely independent operation. And in the warehouse storage, the main fresh and excellent optimization from the beginning of the establishment of the independent construction of cold storage. Beijing Shunyi empty port area in the Shun Fung optimization warehouse investment billion, the usable area of more than 7,000 square meters, with a total of 0 ℃ to -60℃ and other 5 temperature zones.

As the largest domestic volume, is also the first since the establishment of the cold chain warehouse business Enterprise, Beijing Shunyi preferred warehouse has in fact become a domestic fresh electricity business Warehouse model project. 2013 Shun Fung Group in Jiaxing and Guangzhou, and 2014 Xiamen, the cold chain Warehouse warehouse was formally completed, its construction layout, and even the operating process to a large extent can be said to be the optimization of the Beijing warehouse replication, and the preferred aspects of the regular send to the technical supervision and experts to conduct on-site guidance.

By the year 2013 of August, the situation began to change: in the selection of fresh cold chain warehousing and logistics capacity building, experience to explore, Shun Fung optimization of self-built home with the team returned to shun Fung Fast transport group, by the group's large network is responsible for providing optimal home service.

The same shift is also reflected in the construction of warehouses. Shun Fung optimization Since the establishment of the Beijing warehouse, the new two cold chain use of Jiaxing Warehouse and Guangzhou Cang, are optimized by Shun Fung to provide demand, by Shun Fung Group to the actual construction, operation, and ultimately by Shun Fung optimization to do the assessment. Whether it is refrigerated storage or cold chain distribution, shun Fung Large network in addition to optimize the provision of shun Fung to provide services, but also open to third-party use. "The key to the fresh electricity business is the cold chain warehousing and distribution, to do a good job of fresh electricity dealers, who can not get around this sill." If you can do this, the future market prospects do not worry, is almost sitting on the money. "Shun Fung optimization of a responsible person said Shun Fung Optimal commitment is" little white mouse "role, because in the optimization before, Shun Fung-yun and no such experience," Shun Fung optimized into a pathfinder. "

In fact, for Shun Fung Group, the preferred business is not only a business growth point, but more importantly for Shun Fung Group to develop electrical business logistics to do "process experience", and accumulated experience for other electrical business, in particular, fresh electricity business customers to provide services.

Shun Fung Optimal market director Yang said to the economic observer, Shun Fung optimization with nearly two years of time groping and trial and error, harvesting a lot of experience, "such as how to send goods from the cold storage to the user hand, the route is what, what equipment to use, time node is what, this is a very important link." Then how to deal with detention, return, rejection, payment and other issues, do collection or online payment, these are the inevitable problems in the logistics link. ”

It is difficult to say, the hardships of which only experienced people can experience. Take the cold chain distribution as an example, in the Shun Fung optimization, fresh food packaging, will be put into a temperature control box of the Low-temperature turnover box, four weeks to place a different number of special ice sheet to maintain temperature.

Prior to the determination of this plan, shun Fung preferred to buy a refrigerated car, but consider the high price of professional refrigerated car, and each delivery door must be repeatedly opened, it will affect the refrigeration effect of other products. The idea was therefore negatived.

Cold chain warehousing and distribution, even in foreign countries are still in a start-up period, many problems have no ready-made answers can be referenced. In order to achieve the ideal refrigeration effect, shun Fung optimization finally even found a professional manufacturer to create a special temperature control box and ice plate, this combination of the highest can achieve 8 hours of low temperature.

Another example is the packaging of food. Red wine must be put into a special airbag to ensure that it will not be broken, and vegetables must be loaded into a transparent plastic box can not be squeezed, and the box must also open a vent hole, otherwise the vegetables can not breathe will become bad. There are also customers who buy vegetables at the same time, if the order has wax gourd and green leafy vegetables, need to separate two box packaging ...

Lian Zhijun said, raw and fresh is non-standard, which requires fresh electricity in the procurement, warehousing, logistics and other aspects must be careful to do fine. How to make the "non-standard" process as standardized as possible to simplify the operation process, which requires the practice of summarizing a series of standardized operating standards, and finally become a standardized management manual.

"Each department has its own standard process, the preferred process this year is clear, focus is called refinement, is the middle of each process to completely beat the node, the quality of each link to set the standard, including for each fresh goods will have a quality standard card, what kind of goods, what kind of border, What kind of temperature, what kind of refrigeration, to quantify. "he said.

At present, Shun Fung optimization has more than 700 people's team, room temperature distribution has been covered nationwide, cold chain distribution to expand to 54 cities. The above figures in the domestic fresh electricity business industry is ranked among the top, but nevertheless, Shun Fung optimization is still in the loss phase of burning money.

Li earlier said, Shun Fung optimization of the two years more task is to do infrastructure, including team, customer experience, supply chain management, processes and systems, and Lian Zhijun also said that the main challenge to optimize the next phase is "from rapid growth to high-quality rapid growth."

"For example, our loss continues to decrease, our margin control continues to increase, customers on our quality, reputation or reputation, loyalty continued to improve." "he said.

Cold Chain Ambition

No doubt, Shun Fung extremely expect to be able to overweight its market share and influence in the field of electricity.

According to the monitoring data from China Electronic Commerce Research Center, as of June 2013, the national E-commerce turnover amounted to 4.35 trillion yuan, an increase of 24.3%. The network retail market transaction size reached 754.2 billion yuan, an increase of 47.3%.

And the electric business industry to a certain extent also is reconstructing the original Express competition pattern. Data show that 2012 the entire express industry growth rate reached 50%, of which the electrical business to express industry contribution to 72%.

Compared to the "three-way", Shun Fung undoubtedly there is no small gap. In order to occupy the industry half of the business of the day Cat logistics data, 2013 "Double 11" day, Shentong to 12.1 million first place, Yuantong 11.1 million pieces followed, rhyme up to the cumulative total of 10.27 million pieces, 10.2 million pieces, EMS 4.07 million pieces, and shun Fung only 3.16 million pieces.

In fact, Wei himself has been aware of the electrical business to express the company's pressure and importance. In 2011 Years a private party, he once said: Shun Fung now do electrical business logistics is a dead, shun Fung now do not do electrical business logistics, the future may also be a death. ”

The problem is, in the "three-way Tatsu" has occupied the first advantage of the premise, Shun Fung should how to intervene in the electrical business logistics? Taobao has been divided into the site has been depleted, and the Beijing-east, Suning after the electricity business are all the strength of their own to build a warehouse logistics.

The rise of fresh electricity dealers and the threshold of cold chain logistics, let Shun Fung saw a new breakthrough opportunity. A shun Fung insiders said that Shun Fung optimization is shun Fong in the field of food and electricity in a trial. But more importantly, Shun Fung optimistic about the potential of the cold chain home market, want to go through the optimization to accumulate in the cold storage construction, cold chain logistics and other aspects of operational experience, the future for more people to provide cold chain services. "On the surface we are doing electricity business, is actually for the cold chain system construction, as well as the backstage warehousing logistics test water, this is the main purpose." In an interview in 2013, Li explained.

He said, Shun Fung believe that food is the next blue ocean, and will soon from the blue Sea to the Red Sea, may be a lot of people will be to do the food of the electricity quotient, these people come in when it is likely to face the first build when the same problems encountered, such as warehousing logistics, supply chain construction

"If this platform is to be optimally established, and the accumulation of ability and experience even transferred to the group, and Shun Fung Group will be summed up to provide this service for others, so Shun Fung Group is in the attempt to establish this platform, which will be a service for the electrical business logistics platform. ”

Compared with this "real purpose", it is a "joint purpose" for the food electricity trader to do well and become a growth point of shun Fung.

Senior supply chain and logistics research expert Huanggang and Fung has been closely related to many times to visit Shun Fung. He said to the economic observer that for Wei, Shun Fung into the field of electric business positioning is very important, is how to fully revitalize the inherent resource advantages and genetic potential. No doubt, the Cold-chain logistics will be expected to help shun Fung to achieve the next stage of competition in the card position.

This is not an exaggeration. Electric Business observer Ruzenwang is trying to start a water venture, its direction is currently the most heated fruit electric quotient, he on the micro-blog emotion, logistics fee is the most profitable killer, "sold a peach and a grape, also more than 800 single, to shun Fung contributed more than 50,000 yuan cost." ”

Data show that the current cold chain distribution costs about 30% to 40% of the customer price. This also does not involve warehousing, if this part is included, the distribution cost will be higher.

And the early bets on this will hopefully benefit. Since 2012, Shun Fung rely on shun Fung optimization of this own electric business platform, and constantly open a new warehouse, and 9 times to expand the scale, more than two years has been painted on a preliminary coverage of a nationwide warehouse distribution network map, and in 54 cities to establish a cold chain distribution system.

At the end of July this year, Shun Fung Express Group electric Business and logistics Supply chain Division was established to provide a set of logistics, order flow, information flow and capital flow solutions. In an interview with the company, Shunsong, vice president of the business, said that the main purpose of the supply chain was to find new business growth for the future.

Logistics enterprises in the deep supply chain, in the international early precedent. Multinational express giant DHL's business composition, supply chain products is its top five business accounted for the largest piece. It is not difficult to foresee, if shun Fung can seize the current domestic cold chain logistics development favorable opportunity, in this field continued to focus exerting force, will be expected to establish a large scale, the prospect of large-scale cold chain logistics network.