SF Express and its original life are both e-commerce companies with extremely distinctive personalities. As a private enterprise, the personality of its founder or boss will inevitably penetrate deeply into the cultural genes of the enterprise.
Some people say that 20 12 is the first year of fresh e-commerce in China, which makes sense. Because this year, fresh e-commerce is swarming out, and it is quite dramatic: 1. May 3 1? Shunfeng preferred? Online, June 1, Amazon China followed suit to sell fresh food; Then July 17? Original life? On July 18, JD.COM Mall immediately announced the opening of the fresh food channel; Unwilling Taobao followed suit. First, the second-level domain name of its eco-agriculture channel was officially launched in early June, and a new domain name was launched again in August to grab the eye.
E-commerce giants are strongly involved in the field of fresh food. Although watching the excitement, it is mostly an impulse to grab a position or steal a mirror. The essence is commercial trial and error and enclosure behavior. At present, the discussion is of little value, but those who dare to eat crabs are concentrated in two vertical e-commerce companies in the fresh food field. It is worth studying and analyzing. Fresh e-commerce is a big business, but it is also an extremely difficult business. On the one hand, it is the commercial temptation of China agricultural products e-commerce market (the scale is expected to exceed 1000 billion yuan in 20 14 years), on the other hand, there are more than 30,000 agricultural e-commerce platforms, of which 3,000 agricultural products e-commerce platforms are all at a loss. Although SF has been operating smoothly with its original life for more than a year, it is still in the climbing stage. It may not be easy to sum up any successful business models or conclusions, but it can also accumulate enough experiences and cases for onlookers and latecomers to learn and share.
Caution of corporate genetic realism and imprudence of idealism.
To some extent, SF Express and its original life are both e-commerce companies with extremely distinctive personalities. As a private enterprise, the personality of its founder or boss will inevitably penetrate deeply into the cultural genes of the enterprise.
The preferred boss of SF Express is Wang Wei, a giant in the express delivery industry, and the original boss is Yu Huafeng, a legendary figure in the media industry. Wang Wei is from Shanghai. Start your own business after graduating from high school, starting from the bottom? Parallel importer? After decades of ups and downs, he has finally become the head of a logistics empire with dozens of planes, hundreds of thousands of employees and an annual turnover of more than 30 billion. Such background and experience make smart, pragmatic, cautious and low-key the most important style of Wang Wei's work. Yu Huafeng, a native of Hubei, high flyers of the National People's Congress, joined the Southern Newspaper Department after graduation. After only a few years of editing, he began to focus on the operation of the media. Finally, with advanced marketing ideas, bold market courage and down-to-earth fighting spirit, he created one media marketing miracle after another, such as Southern Metropolis Daily and Beijing News. The idealism of southern journalists and the rich humanistic feelings in the media naturally created a perceptual, ideal, bold and high-profile Yu Huafeng. So, Wei Wang's downwind is full? Expression gene? What Yu Huafeng does is full of life? Media genes? It is very natural and natural.
This difference can be easily seen from the decision-making process of two people doing fresh e-commerce. It is said that Wei Wang decided to do fresh e-commerce. Zongzi? Inspired by. On the Dragon Boat Festival in 2009, a branch of SF had a whim to sell zongzi to customers by express delivery in order to generate income or innovate. Unexpectedly, the effect is surprisingly good. A Dragon Boat Festival sold more than 6.5438+0 million, and the same was true the next year, and achieved more than 5 million marketing results. At the beginning of 20 10, savvy Wei Wang realized that there were huge potential business opportunities here, and was stimulated by the news that JD.COM had obtained the qualification of express delivery business at that time. Taobao's share in Star was in a hurry, and these e-commerce bosses vowed to build it? Logistics, information flow, capital flow? Inspired by the trinity logistics closed-loop control business model, we decided to give full play to the advantages of logistics. Fight back? E-commerce, make a decision? Shunfeng e business circle? Project. However, Wang Wei is famous for his caution. For the unfamiliar e-commerce field, he has always held the mentality of careful trial and error and constant adjustment. 20 10 August SF e business circle? Since it was officially put into operation, it has been undergoing transformation and trial and error. Online to offline, it started from the mooncake business, and later expanded to more than ten kinds of goods such as gifts, maternity products, tea, local specialties, and tried to cooperate with convenience stores, and then it was not well managed. On June 20 1 1, he voluntarily withdrew from the mainland regional business, focusing on the Hong Kong market, mainly engaged in organic vegetables and food. SF's electric shock test this year may not be very successful, but at least it gives Wei Wang a bottom. 20 1 1 1 At the end of February, in his company? Shunfengbao? After officially obtaining the third-party payment license, he registered100,000 yuan to set up a new company in Beijing, and officially launched his efforts in the field of e-commerce. Three months later, a high-end gift platform? Respect ceremony? Online, three months later, positioning? Online shopping mall of global excellent food products? what's up Shunfeng preferred? Officially launched.
It is not difficult to see from the birth process of SF Optimization that Wang Wei is playing a big game in the next game, and SF Optimization is only a key piece of his layout. As far as Wang Wei's business logic is concerned, SF's positioning in the field of e-commerce is very critical. It doesn't matter what it sells. The key is how to fully revitalize SF's inherent resource advantages and genetic potential. Only by fully understanding this point can we understand why SF's preferred positioning is always so uncertain, first high-end gifts, then imported food, and then set foot in fresh food. Liu Miao, the first CEO of SF Express, didn't fully understand this point. He expected to establish a? Online platform for selling healthy and safe food? It was not Wang Wei's original intention, and there was no strategic support from SF, so he suddenly stepped down. Later, Dong Li, vice president of SF Airlines, who was in charge of SF Airlines, took charge of SF Express, which was self-evident. That is SF's preferred positioning and development, and it must serve SF's logistics strategy. Therefore, SF first chooses to start fresh food business, and ultimately reserves experience for developing new cold chain logistics business; Expanding imported food business is to fully activate the core competitiveness of SF Airlines, a high-quality asset.
Compared with Wei Wang's caution and composure, does Yu Huafeng operate? Original life? The decision-making process is full of legend and romance. 20 10 in August, six months after Yu Huafeng resigned as vice president of Netease, he set up Acer Yuan Investment Co., Ltd. in Shanghai with a large amount of mysterious investment with a registered capital of 500 million yuan. Perhaps based on the full trust in Yu Huafeng's character and ability, the investor gives full authorization, and the investment return period and project direction are completely decided by him. So, 1 years later, Yu Huafeng and his old partner Friends visited? Basically all industries involving the Internet? Yes, nearly 100 companies decided to enter the fresh e-commerce.
Interestingly, although Yu Huafeng is a reporter, he is also closely related to the logistics express industry. As we all know, he started from the successful operation and distribution of Southern Metropolis Daily. Although the logistics department of Southern Metropolis Daily (today's Du Nan Express) has nothing to do with him, its operation team and management style should be inseparable from him, so it is no exaggeration to say that he is half a logistics expert. In the process of investigation and research involving e-commerce projects, we should also be very touched by the importance of logistics. Therefore, as early as the beginning of 20 10, 1, he decided to join the logistics industry first, and in April of 20 1 1, he set up a micro-express company in Beijing with a registered capital of1100 million yuan. One year later, Beijing Benben Workshop Technology Co., Ltd. was established with a registered capital of 50 million yuan.