SF Takes Advantage Of O2O And Is Dragged Back.

What does Shun Feng do? Is it not a logistics company?

Ren Xiaoyu, vice president of Shun Feng International Electric Business Division, retorted at once: "I have never thought that SF is the essence of logistics enterprises. The essence of SF is to serve, not to do logistics."

In an interview with the media, Wang Wei also said: "Shun Feng should do business based services instead of a simple logistics company."

It can be seen that SF will revolve around its core competitiveness "logistics" to business flow.

Hey shop is the key node for SF to establish business flow.

In the meantime, O2O began to lay thousands of SF hi Inn in the whole country.

SF tries to leverage the "Hey shop" to constantly influence, stick and expand the C terminal, while the expansion of the C terminal will bring huge increment to its express logistics flow, and the idea of forming a closed loop is very plentiful.

Hey, customers can take part in the strategic layout of O2O, but what's more, hey shop can let SF group quickly layout the community in the form of convenience stores.

With a strong express logistics network to seize the position in advance, it will undoubtedly make SF play a leading role in the future competition.

However, since the test of e-commerce in SF, the outside world has not broken its doubts and reputation.

Now, a four lesson on "Shun Feng hi guest closes, logistics giant Wang Wei has handed in 1 billion tuition fees for O2O entrepreneurs" in WeChat friends circle crazy pass.

Some people have specifically identified Wang Wei's rethink: "2014 is the year when SF has made the most innovation and change, but in my view, almost half of them are unsuccessful."

The biggest failure of Wang Weizhi is Hayes.

In response to these questions, Gu Qian, a public relations manager at Shun Feng headquarters, told our reporter that Shun Feng did not avoid negative voices. It was questioned because we did not do enough, and now it is not strong that does not mean that we are not firm enough to do well in the future.

In addition, Shun Feng also said that it will not only rename the store, but also expand the customer and the parent period of SF.

Huang Gang, director of the China Logistics Association's Expert Committee of logistics alliance, analyzed that SF Hayes had superior quality endorsement, brand influence, user stickiness and trust. However, due to the actual situation in the landing process, it was not very successful.

"Hey, customers must pay their tuition fees."

The road is hard and difficult. Why should Shun Feng actively enter O2O? The main reason for the move is to push the company to the electricity supplier.

Since 2007, Jingdong has deepened its own logistics system. Suning.com and No. 1 store also have their own logistics system. Ali's rookie network has also entered into cooperation with postal service providers.

No doubt will encroach on the market share of the original express company.

This is different from the development of rookie logistics by Ma Yun.

After all, the offline electricity providers and the logistics without online capability will eventually fall into the bottleneck of the platform.

The integration of online and offline is also inevitable.

Hey, the layout of customers can be more defensive than offensive.

According to the definition of hey customer a year ago, it mainly provided all kinds of pre ordering services, such as food, home appliances and other products, offline services such as two-dimensional code online shopping, recharge, booking, payment and other services.

But in the above-mentioned widely circulated articles, the author thinks that the Trinity Mode of "express delivery station + community convenience store + offline experience shop" has not achieved a good interaction, but it makes users feel insensible. Business logic deviates from user logic.

The article said, "Hey, the inn is low-key shut down, claiming that the pformation and upgrading to Shun Feng family."

And Hakka called it "a O2O experiment that cost 1 billion yuan has been declared defeated."

Indeed, according to the original plan, if 4000 shops are laid, the cost of a year will be 2 billion yuan (the opening and operation cost of each store is calculated by 500 thousand). Such a huge expenditure will become an important investment cost in the early stage, and it is a cost investment that is difficult to see in the short term.

In the process of running hey customers, it is found that a lot of ideas are difficult to enter into the actual purchase and experience needs of consumers.

Hey, in the actual operation of the inn, it is no longer a O2O business consumer site, and has become more of the SF logistics picking up and stockpiling.

The emergence of these problems requires a more close to the consumption and shopping needs of the community to replace the existing mode of service.

The most heated discussion for the moment.

The response from SF to this newspaper is: "Hey, the changes in the specific stores brought about by some recent adjustment of the customer store."

"Hey customer store is a concrete manifestation of further strengthening the functions of community service and business after completing the strategic mission of the first phase of the business.

Part of the Hakka upgrade to Shun Feng family is to better close to the community to enhance the user experience of the community, hey customers will not rename, and in the foreseeable future for a long time, hey guests and Shun Feng home will exist simultaneously.

Analyst Li Chengdong believes that the market is in need of business, and many companies are making their own decisions under the layout line.

"But the mode of SF is not feasible at operational level."

Li Chengdong said, "first of all, the order service provided by the store is a waste of money for the regular online shopping people. Secondly, the delivery of fresh goods to stores requires enough orders to support the high cost of warehousing."

It seems that there is still a long way to go for "Hey guest" to become a dark horse in O2O mode.