How To Define "Death" And "Life" Of Shunfeng

A few years ago, with the massive growth of e-commerce logistics services, Wang Wei proposed such a view: "Shunfeng is dying to do e-commerce logistics now. Shunfeng will probably die in the future if it does not do e-commerce logistics now." This view should be a pessimistic view from the emotional perspective, but after a few years, This year, whether it is the self built airport in the Shunfeng plan or the preparation for listing, it shows that Shunfeng is living actively and well.

In just a few years, how did Shunfeng change from the pessimistic tone at that time to the active and active state now? What is the meaning behind such a process? Let's analyze it today. Why did Wang Wei put forward this view at that time?

Massive orders mean an increase in revenue, which can bring about the development of the company. The "Four Links and One Reach" does not grow with the growth of e-commerce express, but Shunfeng believes that the development of e-commerce is a challenge to the development of the company. The reasons can be explained from the following aspects.

First, Shunfeng It was "dead" to do e-commerce logistics in the background at that time. The core reason was that there was a gap between the positioning of Shunfeng's own logistics planning and development and the service requirements of e-commerce logistics at that time,

The positioning of SF Express is high-end, efficient and high price. Its tens of thousands of employees have to travel for counterfeit goods worth more than ten or twenty yuan. From the perspective of logistics resource utilization efficiency, it is really worth the loss. And then Express market There is no minimum but a lower price war, so as long as we are fully exposed to e-commerce logistics, we must take into account the impact of e-commerce logistics on SF's logistics operations and the reduction of its gross profit margin.

Logistics enterprises are third-party service-oriented enterprises, but they can also be regarded as resource-based enterprises. To achieve efficient services, they need to pay equivalent costs to achieve. This cost is mainly reflected in three aspects:

First, it is reflected in the logistics equipment and logistics operating environment;

Secondly, the cultivation of personnel and the establishment of excellent teams are valuable resources for logistics operation;

Third, good resources need time to develop, and the overall operation coordination needs no change to achieve high efficiency, which requires long-term accumulation.

However, good resources are limited Scale expansion It also needs time to wait. It is really unknown whether Shunfeng can coordinate the balance between resources, costs and gross profit margin when facing the growing demand for massive e-commerce logistics services with high-quality resources at that time.

In the face of massive e-commerce logistics orders, in order to complete the increasing order volume and try to meet the customer's service needs, SF can only passively expand the network, input operational resources and strengthen its own operational capabilities. However, if the platform does not understand how to correctly guide customers' needs in the logistics operation, it will have an impact on SF's own operation. Or because the platform needs to purposely control the flow, SF will lose its development momentum, and the previous investment may become a burden instead.

If so, Shunfeng's own development trajectory would be completely controlled by others, which would be tantamount to the death sentence for Shunfeng. So Wang Wei said in this contradictory state that Shunfeng's e-commerce logistics is a dead end.