Four Months After The Online And Offline Layout Of HSF, Hey, How Big Is The Change Of Business To Customers?

"Hey guest" is the work of express giant Shun Feng.

This sounds very cool name, from May 18th this year, it has a new definition -- Shun Feng's online shopping service community store.

Over the past 4 months, what has been done in the online and offline convergence experiment?

What is "Hey guest"?

In the evening of September, autumn winds are blowing gently.

Beijing Chaoyang District Shuang Hui Yuan District, traffic flow, crowd flow bustling.

In the residential area near the South Gate office floor business, but not too popular.

One of the first floor businesses of Building 5 is "Hey guest" Shuang Hui Yuan store.

The black, red and white words on the door face are very eye-catching.

Enter the shop door, uniform decoration style, and other "Hey guest" shop consistent.

About 20 square meters of shops, only one clerk is on duty.

Around the walls, there are merchandise posters, including fresh food, mobile phone appliances, wine, watches, etc.

In addition, there are some special items such as cooking oil and so on.

A computer display is placed in the middle of the shop. The shop assistant told reporters that he could refer to the posters and objects in the store. "The price of the commodity is the same as that of the SF, but the order in the store can enjoy a discount of 200 yuan and a reduction of 20 yuan. If you use your account number in the SF, you will not enjoy it."

However, when the reporter experienced in the shop, no other people came to the store to consult or order.

Reporters learned from the Shun Feng customer service department that there are nearly 90 "Hey customers" shops in Beijing, most of which are located around the community.

For example, "Hey guest" new Hualian shop is located near the new Hualian home area in Tongzhou District. Wei Hongmin, the shopkeeper, said that the site was chosen because there were several relatively mature communities in the neighborhood, most of them were young people with relatively strong spending power.

"Hey customer" market planning responsible person said, Shun Feng Logistics using the accumulation of big data location, "Hey customers" choose to open in the online shopping active community, these places can achieve "Hey guest" value proposition.

"Hey customer" market planning responsible person introduced: "comparing consumers with mobile terminal shopping," Hey guest "experience advantage lies in experience service and replacement service, after the customer orders, goods to the store, customers can directly experience the purchase, if feel unsuitable, can be returned on the spot.

Compared with the traditional 7 to 11 days' return service of the traditional electricity supplier, "Hakka" can achieve the best return on the same day through the strong logistics advantage of SF and replace it on the 3 day.

In the future, "Hey customers" will launch applications suitable for mobile terminal shopping, so that customers can enjoy services anytime and anywhere.

At present, SF "Hey guest" has opened about 2000 nationwide.

"We hope that in less than a year, there will be no less than 4000" Hey customers ".

"Hey," the head of market planning said.

What can "Hey guest" bring?

In the industry view, although "Hey guest" has retail and convenient service attributes, but Shun Feng cross format development has always been based on express logistics business.

The limited storage space, low efficiency of community delivery, high cost of labor, users worry about privacy, and the problems of express delivery in "last mile" restrict their development.

"Hey customers" opened the window and window of community distribution. Customers could go to the store to send express by themselves, or at any time to arrange the delivery time of stores, thus improving the delivery efficiency of express delivery.

"Hey customer" set up a small engine for the "last mile" of SF. Its logistics, small and micro finance, and commodity trading are all pooled here. If the development of these communities is strong enough, a small engine can be linked together to inject strong impetus into the logistics network of the people's livelihood, and promote the lower logistics cost of the people's livelihood, faster reaction and more initiative.

Yang Daqing, deputy editor in chief of modern logistics newspaper.

However, whether this goal can be achieved remains to be seen.

From the "Hey guest" shop to date feedback, two-dimensional code online shopping pactions clinch a deal, and the most popular is fresh food group buying.

Cao Lei, director of the China Electronic Commerce Research Center, analyzed that the merchandise displayed in the "Hey guest" store is not rich enough. Compared with the massive online shopping platform such as Taobao, the product has limited choice.

"And mostly in the form of pictures, with less physical objects, and little difference from ordinary online shopping.

Consumer acceptance of this new shopping mode is not high.

"Hey guest" is an experiment with strong colors. It is unlikely that it will win the world. Shun Feng wants to know which parts of the community's key needs can be met.

If you hold a hammer in your hand and see the wall you want to nail it, it's very dangerous.

If we want to quickly spread out the community of large and medium-sized cities, the outlets will be tens of thousands of units, and the scale of investment will be 10 billion, which will cause huge asset burden to the company.

Internet data center expert Hu Yanping is cautious.

Where does the community electricity supplier go?

"Hey guest" carries the strategic intention of the community electric business of Shun Feng layout.

In fact, since 2011, Shun Feng has tried to cooperate with Hongqi chain, 711, 100 miles and other chain convenience stores, with nearly 3 outlets. Customers can go to the convenience store to send express products by themselves.

Simply from the settlement of the express "last mile" collection and cooperation, the way of cooperation is obviously a cheaper way for SF.

Cao Lei analysis, because the use of the physical store mode, the current "Hey guest" in the store rent, decoration, operation and maintenance and personnel input costs are relatively high.

"In cooperation with convenient enterprises, capital interaction, commodity reserves and property are all in the hands of others, and self-reliance can strengthen vertical integration control."

Yang Daqing analysis.

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"The new" Hey guest "is the upgraded Shun Feng store. It takes the advantage of Shun Feng express logistics as its core, and based on the strong customer resources of SF, provides the services such as express logistics, shopping, finance, laundry and household appliances maintenance needed in daily life, creating a super traditional concept of non-traditional retailing, accelerating the industrialization process of community service.

"

It is a forward-looking electricity supplier mode. At present, the domestic community electricity supplier is still in the initial stage of exploration, and the development is immature.

As community electricity providers are close to the consumer market, real-time consumption of dynamic big data can solve the problem of express "last mile", and will become an important strategy for the layout of online and offline businesses in the future.

Cao Lei said.

After the emergence of the "Hey guest", there was a voice on the network: the life of the Alibaba and the Jingdong.

"However, I believe that at present, the impact of SF on other logistics enterprises and all platform providers is not large.

Shun Feng "Hey guest" mode is a new online mode of e-commerce, and SF can build a platform with "Hey customers" to allow other electric providers to enter.

The emergence of "Hey guest" is an exploration of the development of the domestic community electric business, providing a model reference for the layout of online and offline businesses.

Cao Lei said.

The move is not unique. Many Internet giants are speeding up the layout of online and offline businesses: Alibaba acquired High German map and shares Yintai, and Alipay and retail enterprises have carried out various payment cooperation such as bar code and sound wave. Tencent has joined the public comment network, and has launched WeChat marketing with several retail enterprises. Baidu takes Baidu map as the core, through Baidu group buying and Baidu tourism, to build a platform and self combination mode; Jingdong and Tang Jiu chain enterprises.

In the early days, the major business enterprises invested a lot of money, worked hard and had a high share of the market. They had changed from rapid expansion to rational development, and realized that the pure network mode could not support the long-term development of the online retail business, so the online turning line became inevitable, and the electricity business started a boom.