In recent years, it has attracted wide attention from all walks of life as a reserve army for future leading enterprises and "unicorn" enterprises with high growth. As soon as the term "unicorn" was proposed, it quickly became popular in Silicon Valley and spread all over the world, and its emergence was born out of the acceleration period of a new round of scientific and technological revolution represented by information technology, mobile Internet, and artificial intelligence, and has distinctive characteristics of the times. As an integrator of innovation elements, unicorn enterprises are an important indicator of regional scientific and technological innovation capabilities.
December 26th, in2022 China Unicorn Research Report Press ConferenceGreat Wall Strategic Consulting, a new economic think tank, revealed the state of China's unicorn companies in 2021. Hunan Xiangjiang New Area EnterpriseThriving preferredAsA new super unicornListed on the 2021 China Unicorn List with a valuation of US$10 billion in 2021.
As an Internet "new retail" platform that focuses on people's livelihood, why can Xingsheng Preferential monopolize the word "super"?What kind of innovation momentum does it have in promoting the development of community e-commerce?
Leverage the Internet to explore new business models
In 2013, the traditional retail industry was violently impacted by the Internet, and online shopping had a huge impact on the operation of physical stores. In July of that year, its founder, Yue Lihua, looked for business opportunities in the crisis and set the way for the development direction of the company: the combination of online and offline, retail and the Internet.
At the beginning of 2014, the start-up team began to incubate Xingsheng preferred e-commerce projects. From the store self-delivery model to the online warehouse model to the distribution station model, the community e-commerce model of "pre-sale and self-pickup" was finally explored in June 2017. However, the path of discovery is tortuous. In the previous update iterations, there were problems such as insufficient traffic and high cost, so how to run through the business model?In the end, the start-up team opened a new understanding of the store through the "bubble store", which played a key role in the final establishment of Xingsheng's preferred business model.
In the days of "soaking" with the store owner every day, they repeatedly asked the store owner **3 questions: What is the advantage of the store?What do stores really need?What should Xingsheng preferred?The advantage of the store is that it is a natural pick-up point closest to the residents, and the owner and the community residents are acquaintances and friends. What store owners really care about is a sense of security, and they hope that the e-commerce platform can not only bring additional revenue to the store, but also not steal the store's business.
Based on the above insights, the start-up team began to experiment in a convenience store: to become a supplement to the convenience store's product structure, focusing on making fresh food, and mainly making a few single items a day;Do not do the home mode, let consumers pick up goods at convenience stores, and drain the store. In just over half a year, Xingsheng's preferred "pre-sale + self-pickup" model has developed to 62 stores, and the average daily order volume has increased tenfold. By the end of 2018, in just over two years, the order volume of Xingsheng Preferred has soared to 1,000,000 orders per day, and in the past five years, Xingsheng Preferred's GMV has achieved a 1,400-fold growth.
Based on the success of the business model and the sustained and rapid growth of the business, Xingsheng Preferred has attracted the attention and investment of well-known venture capital institutions at home and abroad, including more than ten investment institutions such as Tencent, JD.com, KKR, Sequoia Capital, Temasek, Primavera Capital, Tiger **, and Today Capital.
In addition, Xingsheng prefers to use big data to deeply analyze the consumer needs of the platform, continuously optimize and enrich the best chain, and launch innovative products and services, such as super explosive products. Based on consumption big data, Xingsheng prefers to provide commodity optimization and innovation solutions for upstream manufacturers, and launches platform-specific products suitable for platform consumersFreshly slaughtered pork. Xingsheng prefers to open up the first-class chain of freshly slaughtered pork and become a community e-commerce platform that can provide consumers with freshly slaughtered porkLaunched the fresh food hall. The platform is responsible for the quality control, sorting and packaging of fresh goods, reducing the burden on first-class business partners and controlling the quality of fresh goods.
As the pioneer and leader of the development of the community e-commerce industry, Xingsheng Preferential currently has more than 1 million cooperative stores across the country, and has radiated to 8 provinces such as Hunan, Hubei, Guangdong, Jiangxi, more than 1,000 prefecture (county) cities and more than 100,000 towns and rural areas.
Relying on the physical convenience stores in the community, Xingsheng has embarked on a new path through the model of "online booking + store pick-up". Information**.
Seize the high ground and build a logistics service system by itself
Different from traditional e-commerce platforms, Xingsheng prefers to be based on stores and serves communities, communities or real estate near stores. "The biggest advantage of the store is that if there is an after-sales problem, the store owner can deal with the consumer in a timely manner, avoiding the problem of long after-sales processing time and improving the consumer's experience. "Another big difference of Xingsheng Preferred is that it has built its own logistics system, which not only ensures the freshness of ingredients, but also improves the timeliness of commodity distribution.
In the past, the express delivery model was decomposed into a syllogism model of "trunk line + landing distribution + self-pickup", most community e-commerce companies use third-party logistics to do this section of the trunk line, and the logistics cost is already very low, but in order to further reduce costs and improve efficiency in the fierce competition environment, Xingsheng has chosen to build a logistics system that conforms to the business model of community e-commerce.
Xingsheng preferentially pioneered the "central park-grid station-store" logistics system, which can allow the platform goods to be distributed to any service store in the province in the most suitable storage and transportation mode within a few hours, which truly opens up the last kilometer of industrial products to the countryside and agricultural products to the city.
At present, in most of the business jurisdictions selected by Xingsheng, the logistics distribution of "211" has been realized, that is, consumers place orders before 11 o'clock in the evening on the same day and arrive before 11 o'clock in the morning the next day.
It is through self-built logistics and continuous iteration that Xingsheng Optimal has been able to quickly sink into the township level and even natural village markets, so that consumers in remote areas can also enjoy the same efficient shopping experience as consumers in urban communities. According to reports, there are more than 40,000 preferred partners of Xingsheng, of which logistics partners account for about 90%. In the area covered by Xingsheng Preferred Business, the problem of nearby employment of local labor force has been effectively solved.
Xingsheng prefers to promote Longshan lily, a special agricultural product, to the majority of users through the live broadcast platform, and consolidate the achievements of local poverty alleviation. Information**.
Shoulder the responsibility and adhere to sustainable development
Life is for each of us, only once, we want to use him to change the world", in the Xingsheng preferred ** homepage is written such a paragraph, Xingsheng preferred in the development of the gradual formation of "believe & help" corporate culture, Xingsheng preferred employees and ecological chain partners follow the common corporate culture, to build a pure, sunny, positive and friendly working atmosphere.
Xingsheng Preferred is in the implementation of corporate culture, highlighting the responsibility.
Stabilize employment and promote employment. In 2022, Xingsheng Preferential will increase the recruitment of outstanding fresh graduates, especially pay attention to the attraction and training of new logistics, new retail and technical talents in community e-commerce, and Xingsheng Preferential will recruit more than 1,000 management trainees for related positions in the year. It is understood that during the epidemic, Xingsheng Preferred maintained steady development and became the vanguard of stable jobs and employment. In the next three years, the platform is expected to provide 100,000 jobs.
Protect people's livelihood. As an e-commerce platform that pays attention to people's livelihood, since the outbreak of the epidemic, Xingsheng Preferred has been on the front line to protect people's livelihood, protect people's livelihood, and stabilize prices. After the outbreak of the epidemic in Wuhan in 2020, Xingsheng Preferred started the resumption of work and production in Wuhan as soon as possible, and opened more than 1,000 community service lines, covering 2 million community families in Wuhan. During the three-year anti-epidemic period, if there is a need, there will be a prosperous preferred partner to stick to the front line and protect people's livelihood.
At the same time, Xingsheng Preferential has steadily promoted the rural revitalization strategy, and reached strategic cooperation with Chenzhou, Zunyi, Shazhou, Mayang, Huayuan, Longshan, Guzhang and other regions where the story of half a quilt occurred, with a cumulative sales of more than 10 billion yuan of special agricultural products, driving more than 400,000 farmers to increase their income and generate income. In the future, Xingsheng Preferred will fully rely on its own advantages and digital technology to help the local agricultural industry upgrade towards base, intensification and branding, and help characteristic products "out of the circle" and become popular. Realize digital agriculture, quality agriculture, and brand rich farmers.
As the pioneer and leader of the community e-commerce track, Xingsheng Preferred takes the revival of stores, the empowerment of the upstream, and the change of consumer lifestyle as its mission, relying on the Internet, using big data, artificial intelligence and other advanced technologies to promote the deep integration of goods, services and modern logistics, and show its talents in the new retail industry.