"The first officially opened in 518, except express logistics business, virtual shopping, 'Hey' also has a number of business ATM, group purchase, sale, dressing room, laundry, appliance repair, etc.." Yesterday (May 18th), SF EXPRESS officially announced the news, rumors for a long time SF "Hey" store officially unveiled.

SF relevant responsible person said that the 518 hey off inside the first appearance of the still belonged to the trial operation system, the trial operation, will continue to open new SF hey off stores. Allegedly, "Hey" in the vast majority of the country provinces will achieve coverage.

Concern for the outside world and controversial SF convenience store "and" O2O "mode, the SF responsible person stressed that" change from logistics". The "daily economic news" reporter noted, seemingly cross-border "Hey", its design is zero inventory logistics based on its own has the luck, cold chain logistics, including SF nearly two years of development is also reflected in the "Hey", actually is to strengthen the express logistics industry.

Focusing on the experience without inventory /

As early as in 2011, Shenzhen opened the first SF in SF convenience stores, in addition to the routine of the convenience store services, also provides mail brought, printing, scanning and fax services, to provide door-to-door service, but in the face of problems such as cost far more than expected, SF can not take this pattern of rapid promotion open. Data show that as of the end of last year, the SF store no more than 100, and therefore not very successful.

"Hey" can go beyond the past SF convenience store, and whether the risks and problems facing the same expansion? According to the SF insiders yesterday, hey off store posters, two-dimensional code wall are placed virtual goods via mobile phone scan code, under the in store purchase mode, and is very similar to the UK's largest electricity supplier O2O Argos, and Argos is different, "except try trial samples Hey". No store inventory. The SF insiders believe that it can get rid of troubled retail industry for many years inventory.

China Express Advisory Network chief adviser Xu Yong told the "daily economic news" reporter said, hey off store experience itself can not make money, the purpose is to drive online sales, especially SF's own online mall SF preferred sales.

According to the SF responsible person said, hey off stores in the future will be on the line VTM (virtual container) and other equipment, to further enhance the service attributes. Obviously, SF for strong integrated logistics last mile community service.

Strengthen the express logistics industry /

It is worth noting that, in addition to the traditional "last mile" service, "Hey" zero inventory is the rapid logistics based on its own has the luck.

Yesterday, SF official said, "Hey" standard JIT (Justintime just in time production) reservation service, the customer can not pay the money to the merchant appointment, to be the product to the store to experience after the purchase, whether to buy or not delivery by SF commitments.

At the same time, the past two years to develop the SF cold chain logistics in the "Hey" on the "root" of the potential. Reporter noted that, through the existing SF cold chain logistics, buy fruit, dumplings and other fresh category in the consumer, provide the morning afternoon service delivery service place an order. In addition, freezing, refrigeration equipment will become the "Hey" standard, easy to buy fresh category of consumer home from mentioning.

Insiders stressed that "Hey" in the aspects of business, although seemingly cross-border, but always express logistics business is based, is still for the logistics industry, logistics industry is the extension of a corresponding because most clearly in the industry, SF's goal is to make China's federal express".

Xu Yong said, the service is also in SF the last one kilometer "specific market" attempt, not all of the convenience store, for example, if the district does not need to open online shopping will not. Xu Yong think, because of the different market positioning, "Hey" mode is not suitable for the "four up", to encourage business innovation from the point of view, "Hey" at the trial stage, the outside world does not need to be too sensitive.

Two "market access system management" in accepting the "daily economic news" interview with reporters that the spell, "the last one kilometer" customer satisfaction is the first, as long as they can make customer satisfaction, even if not to the convenience store form can be achieved, and relatively low cost, convenience store collection can only be assisted as the mainstream, not to take part, considering this mode not present.

The express industry in the "last one kilometer" /

Due to the traditional "last mile" logistics bottleneck is always difficult to break, relates to the cost management, privacy, and other multiple problems, therefore, express delivery companies including major electricity supplier has resorted to use all one's skill.

From the beginning of last year, Jingdong, tact, rhyme, city 100, SF and other electricity providers and logistics companies have opened the courier from mentioning cabinet, in the upscale community, the university campus, subway stations and other areas. From the effects of actual experience, express from mentioning cabinet although has the advantages of labor saving, all-weather, but from mentioning cabinet also face big investment, earnings slow, but also can not achieve full coverage of the shortcomings of the category. This innovation from mentioning mode or SF "Hey", adding more value-added services, one of the reasons.

"Hey" provides general collection services, the most representative is the "Tmall service station", signed by Tmall chain of convenience stores, community stores, property companies, etc., consumers in the Tmall, place an order from the point view Taobao can address nearby, selected after the arrival of the goods by SMS notice and password from the packages. According to Ali at the end of 2013 to the "daily economic news" reporter data, when the Tmall service station has more than 10000, the collection of goods and services category covers almost all conventional small goods.

In addition, the second half of last year, Tmall small post office -- "cat house" as well as to SF in Shenzhen Qianhai start. Shenzhen cat house Electronic Commerce Service Co. Ltd. founder Wang Ge had told the media that, the next stage, along with the O2O landing, the cat house business model can also be extended to serve within 100 meters, residents of the basic necessities of life and other life service, and provides O2O business closed loop, in order to charge a certain percentage of the cost to the business of marketing. "Hey g" somewhat similar to this.

"The main source of income for the cat house", one is Tmall and Taobao given part into subsidies, on the other hand, it is for businesses to provide transportation from the port (aviation, railway, highway, port city) to the cat house store delivery service income. The personage inside course of study thinks, "Hey" future profit model must include this part.

The emerging of "the last one kilometer" service based on the "Hey" attempt, although the new O2O "virtual", from the point of view of specific product design, especially in the SF logistics advantage is "SF characteristics", but in fact is not the first. "Hey" the first batch of 518 business scale in the industry is not large, will face the competition.

And in order to achieve high coverage, insiders pointed out, how to provide better distribution experience is "Hey" must be deep content.

Most industry insiders stressed, "the last one kilometer" because the community environment and different parts of the special needs of special goods, delivery requirements also differ in thousands of ways, the whole environment is difficult to unified standards, now only as much as possible to provide rich products, for consumer and market choice, "Hey" is also not cover all, can only be used as a combined mode of.

For a successful example of whether SF "Hey" to become the new "last mile", the majority of people in the industry adopted a wait-and-see attitude, "the last one kilometer is probably not an enterprise can be resolved, must be social coordination."

(from: Daily Economic News)