[Case] Haier Goodaymart: How large delivery cut Community O2O?face of the Internet to subvert the traditional industries that go Zhang thinking about this question:? Haier how to establish a new price war to get rid of, to provide real value to the business model of choice is his Goodaymart by large? Logistics this matter cuts very high threshold community O2O, and users frequently interact, to create community service platform. i horse Spotlight article, we hope to have a clear understanding of the traditional industry transformation and entrepreneurs from the essence of this case study. Alibaba before getting investment, Goodaymart in fact has long been Haier 'grip' in his hand. So that when the media reporter at the presentation that the company, the more of a treat it as Haier, a large commodity logistics company. 'Daily Shun business overall revenue this year about 29 billion yuan.' Wrote Sina reported. But in fact, it has already become a monster. Hong Kong-listed company as the main Goodaymart - Haier (Haier's manufacturing operations are mostly concentrated in the other mainland companies listed Qingdao Haier's 2013 semi-annual report, 'integrated channel services business (in addition to logistics, as well as income distribution, service, etc.), 'is the 27.16 billion yuan which is even slightly more than the other one the same channel-known giants - Gome, the latter in revenue last year was 27.1 billion yuan in the first half Nike KD VI Elite of Ali is added. accelerate all of this, the rotating president of Haier Group, Zhou Yunjie, told this reporter, 'from the beginning of last year, three years, spending on Goodaymart will be close to 20 billion yuan, which is not just us and Ali, also There are a lot of capital into the community. 'Perhaps the day is Zhang Shun dream' next Haier. 'In a number of years ago, when he was to think about how to deal with Internet Haier subversion, and how to get rid of the establishment of a new the price war, when the real value to the user's business model, he preferred not their traditional home appliances business is very strong. 'Ali has been controlled through e-commerce payment link, we can not then go beyond, the only possibility is to deliver. 'said general manager Zhou Yunjie Goodaymart logistics companies 王正刚 said:.' The delivery of the first large logistics is sent, and the second is to provide installation services, installation fast 20 minutes long to be more than one hour, Nike Air Jordan Flight 45 which is great opportunity to interact with the user, which other companies have such an opportunity and platform? 'So, Haier invested in Goodaymart looks crazy, because even long wanted to enter the large distribution of SF and Germany state, also stepped gingerly in this area there is no standard to follow, in particular, the construction of logistics network in third-tier cities until the following towns and villages, is simply unthinkable. 'But this is our' Nike Air Yeezy II flow entry ', must take live, which is crucial. 'Zhang said. Results threshold effect, if strictly in accordance with Zhang Haier transformation logic, the day along the strategic high ground is not a difficult place to get in.' should be the value of the Internet has brought exchange, because Nike Air Max Lebron 10 Low only into the Internet, you can know what users really need. 'Zhang said,' Amazon is very good illustration of this point, the parents led the Womens Nike Lunar Hyperdunk Low child to buy toys online, it will immediately analyze why you want to buy this toy, Based on these analyzes have been tracking you, as children age continue to give you recommend related products. 'Zhang requirements products sector into a' can not be produced without interaction ', then,' Interactive 'has become Haier employees mouth The high-frequency words. All of the products at the design stage, it was hard to have to get real feedback predetermined target customers by all means, of course, in an ideal situation for the future, all products NIKE KOBE IX should be initiated by the user, Haier just to help They created while Haier can truly efficient access to users only Goodaymart retail channels under the line is shrinking, appliance manufacturers have been verified import e-commerce as a business do not fly many times mode, Goodaymart Haier has become the target customers only 'just be.' Based on this, Zhang's idea is very clear. Haier Group is now basically the whole two listed company's business in accordance with strict division of labor, Haier is Nike Air Max to build a social service system and integrated channels, reaching out to every family; and Qingdao Haier as a manufacturing center, to achieve the so-called C2B, on the one hand to give customers with highly customized products, on the other hand is to achieve zero inventory (Haier proposed 'shatter warehouse' in 2008). It seems like a perfect logic, and large logistics itself threshold is high, Haier If you could raise some so others simply not come. 'In addition to' transform silly Big Ben rough 'pipe into an intelligent logistics pipeline, so the logistics platform to generate additional value aside, I think the second thing is how to lead the industry formed a large logistics distribution Standard. 'Zhou Yunjie said. Thus, after the transformation Goodaymart raised at the outset, such as '24 Cheap Nike Free Outlet hours limit up, delivery orders expires, the free single' This metamorphosis class service. As of July 2013, at 480,000 out of a single delivery, free single total of 87 times. Logistics company had counterparts in private that they have studied whether the copy of the service, but eventually gave up. The reason is simple, the whole network continues to adhere to this standard, for the vast majority of China's large logistics companies, could not imagine. Reconstruction of course, the biggest difficulty is underdeveloped logistics infrastructure following third-tier cities, from this point of speaking, early Haier vigorously layout three, four-city channels (Goodaymart was mainly responsible for these areas to build channels) but a lucky hit. In 2008, on the creation of Goodaymart 15 billion yuan in revenue, total revenue Bi Haier through Gome, Suning chain channel created two more than. Especially in 2009, 'home appliances to the countryside' policy directly to speed up the process, but in that year, Haier to more than 20 billion yuan of registered sales to become the biggest winner. Goodaymart then practice is open to Kevin Durant join, and actively incorporate local distributors, such as electrical southeast Fujian, Xinjiang and my home appliances, electronics and other Mianyang Jiafu to eventually set up a joint venture with it. When in October 2010 to acquire all the shares of Haier logistics, data released the day along the more than 9,000 county-level distributors, about 30,000 township-level outlets and about 130 000 village service stations, coverage of more than 90%. In fact, this is quite different from the current network configuration. Goodaymart latest data is in the whole of China has more than 7600 county-level stores, specialty stores of about 26,000 townships, 190,000 village-level liaison. Evident that Haier deeper channels. 'We can now achieve distribution to villages and households.' Wangzheng Gang said. Haier's main work this year is to upgrade Goodaymart, strengthening the efficiency of logistics on the basis of Womens Nike Kobe VIII the channel. It is in the country already has nine shipping base, 90 distribution centers, storage area of 2 million square meters or more, and in more than 2,800 counties also established a logistics distribution stations and more than 17,000 service outlets. The investment is huge, figures from 王正刚 provide projections, the annual amount of investment in recent years, both at 50 billion yuan. This is what the concept of self-built logistics Jingdong is China's most developed electricity supplier company, last year was the peak of its logistics investments of about 50 billion;? In the small parts logistics services have to achieve the ultimate SF, last August financing 8 billion yuan to improve the logistics system; Ali Baba on the rookie network unites nine companies invested 100 billion yuan in the next 5-8 years, but in equal shares to each year and each company is clearly not as day Shun more. Zhang reason why the shop stalls so large, it is because he never thought the day along should be a platform, that is, the use of these essential services should not just Haier. This is not to be understood in the original owner, 'some colleagues would ask why should such a good resource to others?' Zhou Yunjie said. But then everything is proved that the forward-looking decision. User consumption Air Jordan Outlet and demand data obtained through on-site service is becoming more and more valuable, while the platform to more effectively make Goodaymart get these data, including Huitong up, Huiyin, including the same type of companies are now also in competition for customers outside of their own channels. Shun the non-accounting business day Haier last year reached about Womens Nike Kobe VIII 40%, while their plans within three years, the proportion increased to 60%. Before the killer is not fully complete the transition, Goodaymart can not be better integrated with the Haier manufacturing operations, or to adversely affect production. Earnings data show the first half of last year, gross profit margin is much less integrated Nike Lebron 11 Kid channel service washing machines and water heaters, respectively, 9%, 26.9% and 34.4%. This shows that logistics is Goodaymart now the core of the profit model, and in order not to lead to a follow-up service system. Haier set up a model project in Jiaozhou, Shandong, its main purpose is to verify by Zhou Yunjie called killer application 'car of small micro' mode is feasible. Where they have deployed 19 a modified van, car fitted with a GPS positioning system, POS machines, as well as customize the tablet. Each vehicle is the equivalent of a small micro company, which is connected with the back of a database, not only to complete the distribution of goods, but also to show clients Haier site services. 'This is an intelligent terminal.' Zhou Yunjie said, 'Ideally, you place an order after half an hour we will be on-site installation, because the background can quickly check on that product where there is a car, then you can directly distribution. In other words, while you place an order, your goods have been on the road, it is not in the warehouse. This is how much the user experience? ', the day along the delivery staff will launch the next round.' offensive ', they can provide follow-up services have begun to extend, in Nike Air Max 2013 addition to appliances, they are in the furniture, home improvement, furniture, household drinking water, family childcare five areas have done a layout. Haier Beijing most district of drinking water data, when these delivery staff can work out solutions for specific drinking water according to the cell where the customer, and not many people will reject this form of service. The same case also appears in the air solutions - the air box, and according to the customer's room specially designed home improvement program. 'Zhang presented before, the back section is the start of sales, and the end is not sold.' According to Zhou Yunjie said, after a period of operation, they decided to deploy 90,000 such 'smart terminals' car in the country. That sense, the layout of the three day along in the following cities have been the absolute leader, which is the most important reason to select Alibaba investment. But in fact, the day along the line the city's business model is not yet fully mature, after all, this is the core area of e-commerce. They are trying to cover the dead with a community shop city, community Nike Hyperchaos Shoes 2013 store sales last year totaled 166 billion yuan, an increase of 24 percent, Haier is one of a handful of highlights. But in their KPI evaluation, an equally important indicator is the 'Get User Resources.' In a discussion inside the Haier, the reporter was informed last year of complete sets of users have access to resources at the community store 260,000, repeat purchase rate reached a staggering 32%. Zhang in front of two roads in selecting the most difficult one. If left, it is easily as good luck as it will become a top logistics company, after all, after a nationwide network built, will not have any competitors. But to the right, it means that data into the company's DNA, from the data they need to tap a larger value, which would be a lengthy process. However, if made, but a 'Haier' also was born.