Shun Feng, Hakka, Poor Performance, Facing Adjustment

Reporters visited the site found that hey customers in Beijing stores are mostly located in the surrounding supporting mature community circle, the size of about 30 square meters. Take the Hakka store located in the four district of an Hui Li as an example, the store is surrounded by densely populated, well-developed services, close to banks, hospitals and other institutions. It is worth noting that about 200 meters away from the shop there are two community supermarkets covering daily necessities, fresh fruits, Cereals, oils, fruits and vegetables, and within one kilometer is a large department store. To differentiate from products and services provided by them, or win by absolute quality, is a necessary condition for hey customers to open up demand space.

Hey, customers have been tagging "last mile" and "community convenience store" since they were born. However, according to the reporter's observation, from the selection of the products and services offered, it is not possible to equate the "Hey" with the convenience stores and supermarkets that mainly provide daily necessities and daily necessities. Hey, the products currently sold include fruits, fresh products, milk powder, wine, cosmetics, clothing, shoes bags, digital equipment, and so on. When buying, you need to choose the online platform for landing on the screen. Some of the goods are in physical samples, and more are displayed through pictures. However, only a small part can be displayed in the physical stores in the form above. "After all, the space is limited, which is equivalent to the display of advertising sites on Jingdong and Tmall." A shop assistant told reporters.

According to the salesperson, at present, the products that the customers are covered are relatively limited, and all stores are directly run, because the company is very careful in choosing the online products, and hopes to strictly control them to ensure the quality of products and services. The reporter observed that although some of the products sold by hi customers sell high quality routes, such as lobster and imported fruit, with the shadow of the electronic business platform, there are still many commodities that are identical with the standards of selecting goods in supermarkets and department stores, and there is no obvious difference. In addition, the shop assistant emphasizes that the advantage of hey guest is that the SF can guarantee the quality of products, let consumers feel reassured by online shopping. On the other hand, if there are quality problems, SF can serve as a bridge instead of consumers to communicate directly with merchants and ensure after-sale. In addition, food and clothing will also open trial and try out services in the future to better enhance user experience.

In the form of consumption, although consumers choose to shop, they still need to go through the online shopping platform of hey customers, and the characteristics of "zero inventory" determine that most products can no longer be paid, and they need to wait for some time to mail the goods. And according to the different requirements of SF hi shop cooperation suppliers, some products need to pay postage. From this point of view, hey customers are moving the online shopping behavior from family to offline entrance of community stores. Miss Tang, who lives in Huilongguan, told reporters that there were many customers in the neighborhood, but felt that the online shopping mode was not as useful as visiting Taobao. And Ms. Xu, who lives near Peking University's medical school, often buys online. She told reporters, "I often go shopping among the customers and attract my products. The price is a little expensive, but it can be accepted, but I haven't thought about it, because online shopping can be enough." For some elderly people who are not familiar with online shopping operation, they can get help from shop assistants while they are familiar with online shopping. Mobile terminal consumption For young and middle-aged people, hey customers also need to offer other attractive businesses.

In a number of Beijing hi shop where reporters visited, two dimensional shopping area has not been opened yet, a clerk said, because the data docking system has not been completed yet. Reporters experienced the consumption process in two stores, the system reaction speed was slow, and some products were out of stock.

Shun Feng defines "Hey" as a service platform for community life. Hey, perhaps the biggest gold mine in customer mining is not online shopping, but community service. At present, hi shop can provide ATM service, telephone recharge, pre payment of water and electricity charges, public card recharge, dry clothes washing, express self mail, ticket purchase and so on. The ticketing service provider is the partner "19e", while the laundry service is provided with "multi washes".

As a large express company, SF is transforming into integrated logistics and supply chain integrators and service providers. Xu Yong, chief consultant of China express logistics consulting network, believes that the future of customers can be more equipped with public services, such as personalized suits, traditional Chinese medicine and even elderly people. "Hey customers need further loading service, try to do consumer experience, and then improve. The next difficulty is how to load all kinds of services, standardize personalization and let consumers pay.

In an interview with reporters, Huang Gang said that the community economy and the community economy are the main economic entities in the future. For example, we should seize the group of mothers and children to provide convenient services, and then there will be a lot of value-added. "Now Hey guest A lot of things are strategic things. The ultimate goal is to enhance the user's stickiness and activity, and ultimately get user profiles through user needs, followed by a series of business value can be excavated.

"This is an attempt for SF. At this stage, the concept is constantly improving, and many people do not understand it. I think it will take 3-5 years to switch from the concept to the actual market." Xu Yong said.

SF is playing a big game on the Hakkas. On the one hand, hey customers can be regarded as a part of SF's preferred O2O strategic layout, and on the other hand, it is an important piece of SF group's layout at the end of the community in the form of convenience stores. With a strong logistics network to advance the layout of the terminal, it will undoubtedly make SF play a leading role in the future competition.

From the construction of HSF, we can see its strategic importance. According to Huang Gang estimates, considering the single store rent, virtual shopping shop decoration, personnel wages, technology input and daily operation and other factors, the first year's investment of a hey customer shop needs 500 thousand yuan, and according to the statement that hey guest puts forward 3000 stores within one year, the total investment is 1 billion 500 million yuan. "This 1 billion 500 million yuan can be regarded as the strategic investment of SF, just like Liu Qiangdong burned money to build logistics himself. With 1 billion 500 million yuan and next year's expansion of investment, it will be possible to accumulate to 5 billion yuan. A 5 billion yuan investment can basically knock out the commercial profile of the early Hauser, before considering how it can be considered. Operate Profit. "

In the follow-up development of hey guest, Huang Gang thinks that the promotion of store commercialization, store manager operation and business mode backstage large scale system is a matter of concern.

Half an hour after the reporter entered the store, all the customers came to express their business on behalf of the company. This is the extension of SF's most traditional express business. And this also explains from the side that hey, other business developed by customers, it will take some time to cultivate the recognition of consumers. However, among the residents who randomly surveyed in various communities, more than half of the respondents did not have a clear understanding of the specific business of hey customers.