Dema Xiansheng decentralized logistics network
Publish: 2021-04-15 20:02:44
1.
In fact, I think it's just a verbal fight, because it's a competitor
Hou Yi, former director of Jingdong Logistics and founder of Xianhe Ma Xiansheng, said that Jingdong is a centralized logistics system in the PC era, and "the new retail logistics era is coming.". If you can't keep up with the pattern iteration, the world won't even leave you time to cry. " < / blockquote > 
in a word, I think this remark made by the CEO of HEMA Shengxian is to rece his own score, and JD logistics has not failed to keep up with the times
2. It mainly lies in disruptive innovation. There are great innovations in consumption concept, consumption scene and retail mode
the layout model of HEMA Xiansheng subverts the layout logic of traditional offline stores, deeply embeds the Internet gene into offline physical stores, constructs a new Omni channel store model, and transforms pure offline physical stores into online and offline seamless [customer experience center + logistics distribution center + commodity sales center + customer service center]<
the details are as follows:
1. Accurate positioning of target consumers and demand scenarios:
positioning of target consumers: the target consumers of HEMA Xiansheng are the new generation of Post-80 and post-90 consumer groups. They are the aborigines of the Internet. First, the population base is large enough to lay a foundation for future consumption potential; Second, their consumption ability and willingness surpass those of the previous generation. They pay more attention to quality and are not sensitive to price
consumer demand scenario positioning: HEMA Xiansheng is based on the consumer scenario positioning, and constructs the commodity category around the eating scene. In the process of eating, he ma Xiansheng made a large number of semi-finished procts and finished procts, as well as a large number of goods that can be eaten by heating, which made the structure of this category more perfect and rich<
2. Reconstruct the consumption values:
first, fresh every moment: HEMA Xiansheng makes all the procts into small packages, and customers can buy whatever they need. HEMA Xiansheng will be sent to customers' families quickly, and they can eat today and buy today. A meal is just delicious, so that customers can eat fresh procts every day
Second, what you want is what you get: highly integrated online and offline, customers can easily buy anytime, anywhere and consume all day
Third, one stop shopping: HEMA Xiansheng focuses on the scene of eating, provides all the procts to eat, and uses Internet technology to expand the online category of HEMA Xiansheng
Fourth, make eating a pleasure and cooking an entertainment: HEMA Xiansheng continuously promotes various activities for consumers to participate in, so that the post-80s and post-90s consumers can reflect their value when they cook every meal at home. He ma Xiansheng has set up a lot of sharing, DIY, communication and so on in the whole store to let & quot; Eat & quot; It turns into entertainment and happiness, which makes consumers have strong stickiness<
3. Restructure retail mode:
restructure commodity structure: focus on scene and experience, cross-border integration, and implement & quot; Retail + Catering & quot; Strategy, break the traditional way of retail sales of goods, focus on the scene, strengthen the scene experience, according to the needs of the scene, reconstruct the commodity structure, implement & quot; Retail + takeout + food in the house + processing service & quot; A brand new proct portfolio. The pursuit is not only to provide customers with simple goods, but to provide a way of life business philosophy
reconstruct the store warehouse structure: the warehouse is in front of the store to realize the unification of the store and the warehouse
restructure terminal distribution: adopt the form of front yard inventory + back yard logistics, self built logistics, and implement zero threshold free distribution + 3km half hour delivery + unconditional return
it's not easy to play by hand. I hope it can help you. Thank you!
the layout model of HEMA Xiansheng subverts the layout logic of traditional offline stores, deeply embeds the Internet gene into offline physical stores, constructs a new Omni channel store model, and transforms pure offline physical stores into online and offline seamless [customer experience center + logistics distribution center + commodity sales center + customer service center]<
the details are as follows:
1. Accurate positioning of target consumers and demand scenarios:
positioning of target consumers: the target consumers of HEMA Xiansheng are the new generation of Post-80 and post-90 consumer groups. They are the aborigines of the Internet. First, the population base is large enough to lay a foundation for future consumption potential; Second, their consumption ability and willingness surpass those of the previous generation. They pay more attention to quality and are not sensitive to price
consumer demand scenario positioning: HEMA Xiansheng is based on the consumer scenario positioning, and constructs the commodity category around the eating scene. In the process of eating, he ma Xiansheng made a large number of semi-finished procts and finished procts, as well as a large number of goods that can be eaten by heating, which made the structure of this category more perfect and rich<
2. Reconstruct the consumption values:
first, fresh every moment: HEMA Xiansheng makes all the procts into small packages, and customers can buy whatever they need. HEMA Xiansheng will be sent to customers' families quickly, and they can eat today and buy today. A meal is just delicious, so that customers can eat fresh procts every day
Second, what you want is what you get: highly integrated online and offline, customers can easily buy anytime, anywhere and consume all day
Third, one stop shopping: HEMA Xiansheng focuses on the scene of eating, provides all the procts to eat, and uses Internet technology to expand the online category of HEMA Xiansheng
Fourth, make eating a pleasure and cooking an entertainment: HEMA Xiansheng continuously promotes various activities for consumers to participate in, so that the post-80s and post-90s consumers can reflect their value when they cook every meal at home. He ma Xiansheng has set up a lot of sharing, DIY, communication and so on in the whole store to let & quot; Eat & quot; It turns into entertainment and happiness, which makes consumers have strong stickiness<
3. Restructure retail mode:
restructure commodity structure: focus on scene and experience, cross-border integration, and implement & quot; Retail + Catering & quot; Strategy, break the traditional way of retail sales of goods, focus on the scene, strengthen the scene experience, according to the needs of the scene, reconstruct the commodity structure, implement & quot; Retail + takeout + food in the house + processing service & quot; A brand new proct portfolio. The pursuit is not only to provide customers with simple goods, but to provide a way of life business philosophy
reconstruct the store warehouse structure: the warehouse is in front of the store to realize the unification of the store and the warehouse
restructure terminal distribution: adopt the form of front yard inventory + back yard logistics, self built logistics, and implement zero threshold free distribution + 3km half hour delivery + unconditional return
it's not easy to play by hand. I hope it can help you. Thank you!
3. Yes, in the first quarter of early 2020, the development of "residential economy" was promoted. The material supply of the main stores of HEMA Xiansheng soared, making it difficult for the original logistics suppliers to carry out the distribution task. On the basis of ensuring the supply of "milk bottles" to the citizens, Lingxian logistics provided emergency transportation support to HEMA Xiansheng. It was reported that as of March 15, Lingxian logistics had provided emergency transportation support to Shanghai, Hangzhou and Hangzhou Nanjing and other Yangtze River Delta regions have provided nearly 400000 boxes of procts for transportation.
Hot content