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跨界:顺丰互联网+产业布局

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1993年,罗湖口岸一个24岁的普通的挟带客看到了深港快件的商机,从父亲手里借来10万元,成立了顺丰公司。
1996年,顺丰以加盟商形式经营,跨入国内市场,顺丰集团变得开放和多元化,将“快递+电商+便利店+供应链”一网打尽。
2014年5月18日,全国开张了158家顺丰“嘿客”,顺丰开启了O2O模式体验店。
2015年5月18日,被誉为顺丰嘿客2.0版的嘿客更名为——顺丰家在深圳成立,成为整合了顺丰优选+顺丰家+顺丰金融+顺丰快递+便民服务的O2O社区大平台。
Content Description

李芏巍(笔名,本名李建设)作为国内物流第一人,一直热切关注顺丰,深入研究顺丰企业文化及战略方向。作者通过专业的研究,对顺丰嘿店的跨界战略进行了深入的分析,提出了自己独到的见解,客观地评价了顺丰嘿店的战略意义。

Author Description

李芏巍(建设)、中国物流专家,中国产业园区和物流园区规划专家,中国物流研究应用领域实战派领军人物,中国物流策划创始人,被誉为 “中国物流策划第一人”、“思想者”。
现任职:广州大学物流规划设计研究院院长,教授、广州大学物流类专业教学指导委员会副主任,中国物流策划研究院副院长,中物策(北京)工程技术研究院副院长,广州李芏巍物流策划机构首席执行。
社会职务:中国电子商务物流企业联盟副会长、中国物流学会常务理事,全国物流园区专业委员会常务理事,全国专业人才考评专家委员会成员,中国管理科学院特约研究员,上海交通大学、中山大学和厦门大学EMBA、CLO、EDP中心现代物流与供应链授课教授;英国(国际)物流规划设计研究院中国大陆区首席顾问专家。
李芏巍出版著作有《物流策划》、《物流经理岗位教材》、《中华驿站与现代物流》、《快递来了-顺丰速运与中国快递行业30年》、《大学生创业宝典》、《物流管理工具书》、《电商的战国》、《电商大时代》、《物流地产》和《没有翅膀,就要努力奔跑:顺丰快递创始人王卫的12堂创业励志课》等书。创立智慧公益物流于2006年起设立《李芏巍物流之星奖助学基金》,突出教育效益和社会效益。
Comments

★2014年胡润大中华区富豪榜单出炉,顺丰总裁王卫以财富240亿人民币位列榜单的第70位,但却是国内物流行业里最大首富。
我最佩服的人是能广利七万基层员工的顺丰老板王卫。
——阿里巴巴马云

★“顺丰家”标志着顺丰商业正逐步打造全渠道线下社区服务店,这是顺丰O2O项目摸着石头过河的尝试提升,相信顺丰家会逐步成为大家信赖的“家”。
——深圳新闻网

★王卫,心如止水的野心家,绝不会错过O2O及互联网+,且看他的顺丰家如何自我完善。
——快递业评
Catalogue

第1章顺丰开嘿客,帝国版图的再扩张001
顺丰开嘿客了!003
目标三万家,顺丰一嘿到底007
顺丰嘿客,不,是你的嘿客!011
不管嘿客白店,能卖东西的就是好店!014
嘿客不是想黑就能黑的017
白天不懂夜的黑?跨界才是顺势而为!021

第2章顺丰快递,一只野蛮生长的老鼠025
93年,中国民营快递之始030
从广东到全国,顺丰只用3年时间033
新千年加速奔跑,
用信息化武装起来的顺丰037
顺丰战略环境分析044

第3章走出物流拓宽产业链,顺丰的向上和向下063
布局电商,先用E商圈试水温067
顺丰优选,
跨界道路上的经验和教训070
优选、特选,一个电商和他提倡的生活074
荔枝牛奶经济学,顺丰的长尾市场077
顺丰宝,跨入第三方支付领域080
顺丰冷运,在看似不可能的地方创造奇迹084
嘿客,尚待了解的创新模式087
整合资源,顺丰的跨界靠什么?089

第4章科技颠覆传统的时代,嘿客来得正是时候093
移动互联网终端开启了个性化消费时代098
云支付终端必将释放新的消费潜力101
数据时代,嘿客谋的是差异化104
以成熟的物流为基础的快递+便利店模式107
消费方式的变革与嘿客,到底谁成就谁?110
颠覆的时代,顺丰嘿客的机遇与挑战113

第5章那些年陪着顺丰一起成长的对手117
物流速运——在白热化的竞争中独占鳌头122
电子商务——可以亦师亦友绝不亦步亦趋125
苏宁PK嘿客,谁能抢滩社区零售?128
O2O——线上线下的他山之石132
支付终端——顺丰宝能否成为下一个支付宝136
自我竞争——嘿客和顺丰优选的左右互搏139

第6章2014年O2O全球争霸赛精彩集锦143
盘点2014年O2O“四宗最”144
盘点中国零售业O2O九大模式150
盘点台湾O2O八大经典模式156
盘点日本零售业O2O七大模式160
盘点生鲜O2O要避开的8个陷阱166
盘点2014年O2O项目死亡榜170

第7章跨界——创造商业奇迹的双刃剑177
海尔——从海尔冰箱到海尔制药182
谷歌——从网络企业到科技设备生产商185
索尼——跨界创造成长的神话188
Argos百货——嘿客的国外同行191
八佰伴——被自身拖垮的日本巨子195
通用——风暴中法转舵的“泰坦尼克”197

第8章跨越性的一步,嘿客不是终点而是起点201
客户体验是检验创新的唯一标准205
嘿客将成为顺丰又一张王牌208
顺丰嘿客的O2O盘算209
嘿客社区便利店的优劣势分析212
顺丰嘿客经营现状及改进措施214
四千家嘿客,顺丰的下一步会迈向哪里?219
创新的O2O模式会给我们带来什么?222
科技,变革生活的原动力225
只有我们还未想不到的,没有商业做不到的228
终极解读顺丰跨界布局231
顺丰的总体战略232
附录作者实地观摩顺丰嘿客237
后记
Introduction

轻轻的我走了,正如我轻轻的来;
悄悄的我走了,正如我悄悄的来。
大家都喜欢徐志摩的这首诗,一首诗的流传,往往是因为它的感叹引发了读者的共鸣。岁月的长河是如此荡漾,年轮演化成眼前的景象,过去的一幕一幕似乎成就了创业者们人生奋发的场景,待大多数人大梦方醒时,瞧见社区旁“嘿客”来袭。
初听到“嘿客”这个名字,人们实在是很难将其和一贯行事作风低调的王卫联系起来。取名“嘿客”,在名字上赋予其时尚新潮意味,大多数人还是感叹其新、奇、特。在互联网时代,幽默个性的有趣名称,拉近与消费者尤其是年轻一族的距离,还能体现出顺丰对社区服务的强力整合。
“嘿客”成了2014下半年以来网络热议的词汇,也标志着顺丰正式跨入到便利店的实体经营领域,成了“奇葩”。随着2015年“互联网+”热潮袭来,“嘿客”顺势携手顺丰优选等,于2015年5月18日(一周岁生日)有些店升级改名为“顺丰家”,归属于顺丰商业。
2015年年5月,商务部发布了《“互联网+流通”行动计划》,将在电商线上线下等方面创新流通方式,释放消费潜力,解决电商“最后一公里”和“最后一百米”的问题。这对物流业来说是机遇也是挑战,随着以网购为代表的电子商务正成为消费主流,“互联网+”具备着颠覆物流、快递企业传统的运营模式,使其再度焕发生机的能力。“互联网+”就是“互联网+各个传统行业”,但这并不是简单的两者相加,而是利用信息通信技术以及互联网平台,让互联网与传统行业进行深度融合,创造新的发展生态。“跨界”代表一种新锐的生活态度与方式的融合。跨界对于品牌的最大益处,是让原本不相干的元素,相互渗透相互融合,从而形成一种立体感和纵深发展战略。
快递巨头的动作,产业链上下游的深度整合,将给整个市场带来巨大影响和示范效应。快递企业电商化的“融合”,扩大了快递业服务,更在于快递企业能够利用移动互联网的优势,在管理监控、运营作业、金融支付等方面实现信息共享,也就是实现整个供应链信息化。此外,快递企业还能根据用户的消费习惯和需求,在线上为用户推出透明化、标准化的服务和各类线下体验,获得增值和实现运力的双聚合模式。
人们感受到顺丰跨界商业模式的创新速度,当“嘿客”一周岁时升级改为“顺丰家”。又让人雾里看花,不知顺丰在下一盘什么样的棋。这种大胆的跨界尝试背后有着怎样的商业逻辑?本书将以顺丰“跨界社区店”为引子,回到顺丰的起步原点,一睹顺丰的发展轨迹,解读顺丰跨界战略蓝图,一览“互联网+”顺丰产业布局。

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