Shun Feng "Reverse O2O" Experience Shop Shenzhen Low-Key Test Water

Rumors about the promotion of the O2O convenience store in the whole country and finally the name "Hey guest" were recently launched on the Internet. Rumors also say that SF will be fully launched in May 12th. Besides carrying the functions of Shun Feng station, there are also convenient services such as digital, clothing and other pre purchase, hydropower payment, telephone recharge, and O2O services under the online shopping line.

According to reports, the official of Shun Feng media said that in recent years, it was actually finishing the work for the convenience store's concentrated appearance. But at present, a lot of information about shop name, opening time and number of stores is a rumor.

As early as 2011, SF set up the first Shun Feng store in Shenzhen. So, what's the difference between the convenience store and the convenience store launched by SF?

Reporters in Shun Feng Shenzhen survey found that Shenzhen has "experience shop" business, its latest O2O mode, which is different from the previous Shun Feng convenience store, and the traditional O2O mode from online to offline is completely the opposite.

　　 reverse O2O

In a thirty or forty square meter Street shop, the wall is covered with two-dimensional code. The middle table is a 20 inch touch screen. Besides, in the Shun Feng store on 9 Road, Xinzhou, Shenzhen, no physical commodity can be seen.

If you want to buy something, you can only link it to other e-commerce websites through two-dimensional code and touchscreen, which is completely different from the traditional Shun Feng convenience store.

The store's shopping guide told the daily economic news reporter that "this store has just opened in March, mainly for those who love online shopping, and is a new mode of SF. At present, there is only one in Shenzhen."

As early as the end of 2011, SF announced that it would open 1000 new convenience stores combined with the express business. Up to now, Shun Feng convenience store has basically covered all the communities in Shenzhen.

But before many media reports reported that Shun Feng joined the O2O war, the brand new Shun Feng store has been rather mysterious.

Not only did they not find any introductions on the official website, but the customer service of Shun Feng revealed the specific address of the store after asking the person in charge.

In the media version, the latest O2O business of SF is named "Hey customer", but there are no relevant words in the store.

On the LOGO outside the store, unlike previous Shun Feng convenience stores, the word "community life service platform" has been added.

The store's shopping guide says that in Shun Feng, the brand new Shun Feng restaurant is called "experience shop".

According to the shopping guide, the experience store's business mode is mainly to cooperate with several e-commerce websites, and purchase the goods of these e-commerce websites by scanning the two-dimensional code or the web pages on the touch-screen.

According to the information displayed in the store, there are currently more than 20 choices of e-commerce platforms, including China Unicom, Mai Bao, Wan watch and Shun Feng. The main products include mobile phones, clothing, bags, watches, health products, and mobile phone recharge, laundry and other life services. Of course, there are also SF express workers dressed in work clothes to receive courier.

"You can get some discount through the link provided by us. We can get cash on delivery. The most important thing is that if you place your order online, if you are not satisfied, you will also have to contact the courier to return the goods. If you are not satisfied with it, you can retire on the spot. The guide said, "of course, we can also get some benefits from these websites."

"This is a very peculiar O2O mode. There was no precedent in the past." Mr. Lu Mou Du, who is consulting a partner directly, told the daily economic news reporter that "the usual O2O mode is the virtualization of the physical store, while the SF is actually the entity of the virtual store."

From the current popular O2O mode, we usually get services or products online and offline. The format of integration includes catering, entertainment and large department stores. And the "experience shop" mode of Shun Feng is obviously contrary to popular practice.

"The core of this model is" experience ", for example, if you want to buy a mobile phone, you can send it to the store first, you can buy it again, and you can get the passenger flow from the offline to the online. Of course, his main purpose is to make money through the main business of express delivery.

Because it has been positioned in high-end express, the overall market share of SF has always been in the forefront of the industry. But in the electricity market with huge potential for growth, Shun Feng has always been suppressed by "four links and one access".

"The sending and receiving points of express delivery are very bad in general environment, affecting the customer experience. It helps to improve the office environment of the courier through the form of experiential stores. In addition, for the electricity supplier platform, if the SF experience store operation is successful, it will be a great traffic entry, and there will be a great improvement in the future of the main industry.

　　 Expansion risk

However, due to the limited service radius of a single storefront, the success of the reverse O2O mode of Shun Feng still depends on the expansion scale and coverage density of the experiential shop. It is widely reported that SF will expand the number of experiential shops to 4000 this year, and the total target will reach 3 in the future. Judging from the current situation, there is still a long way to go to achieve this goal.

According to the situation revealed by the official customer service of Shun Feng, at present, Shenzhen's experiential shop is only the 9 Xinzhou Road, and Beijing is still blank till now.

"There is still a lot of uncertainty about whether this can be successful, and it is unlikely that it will expand to 4000 in the short term." Lu Mou Du said.

Different from online big investment. Extension SF is mainly a push mode. Word of mouth needs to be established slowly and consumption habits should be cultivated slowly. If there is no steady passenger flow, blind expansion will be faced with great risks.

Xue Shengwen, a senior researcher of CIC consultant, believes that for SF, almost all of the wireless store operators have experienced their operations, and the stores are spreading rapidly across the country, which puts forward higher requirements for the amount of funds.

"At present, SF only chooses one or two regions to do a pilot project. If we find a stable and feasible plan, we can quickly replicate it on a large scale," Lu Mou said.

about Shun Feng The advantage is that the existing Shun Feng business outlets have established a more complete network that can be rebuilt and used at any time. Shenzhen Longhua New District Shun Feng convenience store manager told the "daily economic news" reporter, "convenience stores may also join the online shopping business, but no specific information has yet been obtained."

　　 Is the SF convenience store playing the main street?

"We are faced with people who are combined with our logistics business. This is the same. But to say that the region is different, the community will have other areas. The convenience store is definitely a long-term investment in the future. The media leaders said this in an interview with the media.

For SF O2O's future operation and expansion plan, Gu Qian, chief executive of Shun Feng, said that it is not easy to disclose specific information.