Houcheng, wazaka 59, amafunikira mwayi wotsimikizira kuthekera kwa Hema kwa Liu Qiangdong, Zhang Yong, ndi Jack Ma.
Posachedwa, Hema kuyimitsa mosayembekezeka kwa IPO yake ku Hong Kong kwawonjezera kuzizira kwina pamsika wapanyumba.M'zaka zaposachedwa, msika wapaintaneti ku China wakhala pansi pamtambo, ndi nkhani zosakonzanso, kutsekedwa kwa sitolo, ndi kutayika komwe kumachitika pafupipafupi pawailesi yakanema, zomwe zimapangitsa kuganiza kuti ogula akunyumba alibe ndalama zogwiritsira ntchito.Ena amachita nthabwala kuti eni masitolo akuluakulu omwe amatsegulabe zitseko zawo akuchita zimenezi chifukwa cha chikondi.
Komabe, malo ogulitsira am'deralo apeza kuti mabizinesi akunja monga ALDI, Sam's Club, ndi Costco akutsegulabe masitolo atsopano.Mwachitsanzo, ALDI yatsegula masitolo opitilira 50 ku Shanghai mokha pazaka zinayi zokha kuchokera pomwe adalowa ku China.Momwemonso, Sam's Club ikufulumizitsa mapulani ake otsegula masitolo atsopano 6-7 pachaka, kulowa m'mizinda ngati Kunshan, Dongguan, Jiaxing, Shaoxing, Jinan, Wenzhou, ndi Jinjiang.
Kukula mwachangu kwa masitolo akuluakulu akunja m'misika yosiyanasiyana yaku China kumasiyana kwambiri ndi kutsekedwa kosalekeza kwa masitolo akuluakulu am'deralo.Mabizinesi omwe adalembedwa m'malo ogulitsira ngati BBK, Yonghui, Lianhua, Wumart, CR Vanguard, RT-Mart, Jiajia Yue, Renrenle, Zhongbai, ndi Hongqi Chain akufunika mwachangu kupeza mtundu watsopano woti atsanzire ndikupitiliza kukula kwawo.Komabe, poyang'ana padziko lonse lapansi, zitsanzo zatsopano zomwe zimayenera kugwiritsidwa ntchito ku China ndizosowa, ndipo Hema ndi imodzi mwazochepa.
Mosiyana ndi Walmart, Carrefour, Sam's Club, Costco, kapena ALDI, mtundu wa Hema "wogulitsa m'sitolo ndi kunyumba" ukhoza kukhala woyenera kuti masitolo akuluakulu atsanzire ndi kupanga zatsopano.Kupatula apo, Walmart, yomwe idakhazikika kwambiri pamsika wapaintaneti waku China kwazaka zopitilira 20, ndi ALDI, yomwe yangolowa kumene mumsika waku China, onse amawona "kutumiza kunyumba" ngati njira yoyenera mtsogolo.
01 Chifukwa chiyani Hema Ndi Wamtengo Wapatali wa $ 10 Biliyoni?
Kuyambira pakukhazikitsa ndandanda yandandanda mu Meyi mpaka kuimitsidwa mosayembekezeka mu Seputembala, Hema apitilizabe kutsegulira masitolo mwamphamvu ndikufulumizitsa chitukuko cha makina ake ogulitsa zinthu.Mndandanda wa Hema ukuyembekezeredwa mwachidwi, koma malinga ndi magwero osiyanasiyana, kuchedwetsaku kungakhale chifukwa cha kutsika kwake komwe kumayembekezera.Kukambitsirana koyambirira kwa Alibaba ndi omwe atha kukhala ndi ndalama zoyerekeza mtengo wa Hema pafupifupi $4 biliyoni, pomwe chandamale ya Alibaba ya IPO ya Hema inali $ 10 biliyoni.
Mtengo weniweni wa Hema sikuti umangoyang'ana pano, koma mtundu wake woperekera kunyumba ndiwofunika kuti aliyense amvetsere.Malo ogulitsira ammudzi amakhulupirira kuti Hema tsopano akufanana ndi Meituan, Dada, ndi Sam's Club.Mwanjira ina, katundu wamtengo wapatali wa Hema si malo ake ogulitsa 337 koma dongosolo lazogulitsa ndi mtundu wa deta kumbuyo kwa ntchito zake zoperekera kunyumba.
The Front-End Products
Hema sikuti ili ndi pulogalamu yake yodziyimira yokha komanso malo ogulitsira odziwika bwino ku Taobao, Tmall, Alipay, ndi Ele.me, mbali zonse za Alibaba ecosystem.Kuphatikiza apo, ili ndi chithandizo chazithunzi kuchokera ku mapulogalamu monga Xiaohongshu ndi Amap, omwe amafotokoza zochitika zambiri za ogula.
Chifukwa cha kupezeka kwake pamapulogalamu ambiri osiyanasiyana, Hema amasangalala ndi kuchuluka kwa magalimoto ndi ma data omwe amaposa mpikisano aliyense wapamisika, kuphatikiza Walmart, Metro, ndi Costco.Mwachitsanzo, Taobao ndi Alipay aliyense ali ndi ogwiritsa ntchito opitilira 800 miliyoni pamwezi (MAU), pomwe Ele.me ili ndi opitilira 70 miliyoni.
Pofika pa Marichi 2022, pulogalamu yake ya Hema inali ndi MAU opitilira 27 miliyoni.Poyerekeza ndi Sam's Club, Costco, ndi Yonghui, yomwe ikufunikabe kutembenuza alendo a sitolo kukhala ogwiritsa ntchito mapulogalamu, dziwe la magalimoto lomwe lilipo la Hema ndilokwanira kale kuthandizira kutsegulidwa kwa masitolo oposa 300.
Hema sikuti imakhala ndi magalimoto ambiri komanso kuchuluka kwa data.Ili ndi mwayi wopeza zambiri zokonda zamalonda ndi zomwe zimagwiritsidwa ntchito kuchokera ku Taobao ndi Ele.me, komanso zambiri zowunikira zinthu kuchokera ku Xiaohongshu ndi Weibo, komanso zambiri zolipira kuchokera ku Alipay zomwe zikuwonetsa zochitika zosiyanasiyana zakunja.
Pokhala ndi deta iyi, Hema amatha kumvetsa bwino mphamvu ya anthu ammudzi uliwonse.Ubwino wa datawu umapatsa a Hema chidaliro chobwereketsa malo ogulitsa m'mabizinesi okhwima pa renti yokwera kangapo kuposa mtengo wamsika.
Kuphatikiza pazabwino zamagalimoto ndi ma data, Hema amadzitamandiranso kwambiri.Pakadali pano, Hema ili ndi ogwiritsa ntchito oposa 60 miliyoni, ndipo ndi MAU 27 miliyoni, kukhazikika kwake kumaposa nsanja zodziwika bwino monga Xiaohongshu ndi Bilibili.
Ngati kuchuluka kwa magalimoto ndi zidziwitso ndizofunikira kwambiri za Hema, ukadaulo wamitundu iyi ndiwofunikira kwambiri.Mu 2019, Hema adalengeza poyera njira yake yogulitsira ya ReX, yomwe imatha kuwonedwa ngati msana wophatikizika wa mtundu wa Hema, womwe umakhudza magwiridwe antchito a sitolo, kachitidwe ka umembala, kasamalidwe kazinthu, ndi zinthu zogulitsira.
Zomwe ogula a Hema adakumana nazo, kuphatikiza mtundu wazinthu, kutengera nthawi yake, komanso ntchito yogulitsa pambuyo pake, nthawi zambiri zimayamikiridwa, mwanjira ina chifukwa cha ReX system.Malinga ndi kafukufuku wopangidwa ndi makampani obwereketsa, masitolo akuluakulu a Hema amatha kugula maoda opitilira 10,000 tsiku lililonse panthawi yotsatsa, ndipo maola ochulukirapo amaposa maoda 2,500 pa ola limodzi.Kuti akwaniritse mulingo woperekera mphindi 30-60, masitolo a Hema ayenera kumaliza kutola ndi kulongedza mkati mwa mphindi 10-15 ndikubweretsa mkati mwa mphindi zotsala 15-30.
Kuti izi zisungidwe bwino, kuwerengera kwazinthu zenizeni, njira zowonjezeretsanso, mapangidwe amisewu a mzinda wonse, ndi kulumikizana kwa sitolo ndi zinthu za gulu lachitatu zimafunikira ma algorithms ochulukirapo komanso ovuta, ofanana ndi omwe amapezeka ku Meituan, Dada, ndi Dmall.
Malo ogulitsira ammudzi amakhulupirira kuti popereka nyumba zogulitsira, kuphatikiza kuchuluka kwa magalimoto, deta, ndi ma aligorivimu, kuthekera kosankha kwa amalonda ndikofunikira.Malo ogulitsira osiyanasiyana amapereka kuchuluka kwa anthu ogula, ndipo zofuna za ogula nthawi ndi nthawi zimasiyana malinga ndi dera.Chifukwa chake, ngati mayendedwe amalonda atha kuthandizira kusankha kwazinthu zosinthika ndiye gawo lofunikira kwambiri pamasitolo akuluakulu omwe akufuna kuchita bwino pakubweretsa kunyumba.
Kusankha ndi Supply Chain
Sam's Club ndi Costco akhala zaka zambiri akukulitsa luso lawo losankhira, ndipo Hema wakhala akukonzanso zake kwa zaka zisanu ndi ziwiri.Hema amatsata njira yogula yofanana ndi Sam's Club ndi Costco, ndicholinga chofuna kutsata zomwe zidachokera, kuchokera kuzinthu zopangira mpaka kupanga, ndikupanga nkhani zapadera zamitundu yosiyanasiyana.
Hema choyamba imatchula madera opangira zinthu zamtundu uliwonse, kuyerekeza ogulitsa, ndikusankha zida zapamwamba kwambiri komanso fakitale yoyenera ya OEM.Hema imapatsa fakitale njira zofananira, mapangidwe ake, ndi mindandanda yazinthu, kuwonetsetsa kuti zinthu zikukwaniritsa zofunikira.Pambuyo kupanga, malonda amayesedwa mkati, kugulitsa oyendetsa, ndi mayankho asanagawidwe m'masitolo m'dziko lonselo.
Poyamba, Hema ankavutika ndi kupeza mwachindunji koma potsirizira pake anapeza kayimbidwe kake mwa kugwirizanitsa mwachindunji maziko obzala, kukhazikitsa "midzi ya Hema" 185 m'madera osiyanasiyana, kuphatikizapo Danba Bako Village ku Sichuan, Xiachabu Village ku Hubei, Dalinzhai Village ku Hebei, ndi Gashora Village ku Rwanda. , yopereka zinthu 699.
Poyerekeza ndi zabwino za Sam's Club ndi Costco padziko lonse lapansi zogula zinthu, ntchito ya Hema "Hema Village" imapanga maunyolo amphamvu am'deralo, zomwe zimapereka phindu lalikulu komanso kusiyanitsa.
Technology ndi Mwachangu
Hema's ReX retail opareting system imaphatikiza machitidwe angapo, kuphatikiza magwiridwe antchito, umembala, mayendedwe, ndi zinthu zogulitsira, kupititsa patsogolo magwiridwe antchito.Mwachitsanzo, pakakwezedwa kwakukulu, masitolo akuluakulu a Hema amatha kugula maoda opitilira 10,000 tsiku lililonse, ndipo maola ochulukirapo amaposa maoda 2,500 pa ola limodzi.Kukwaniritsa mulingo woperekera kwa mphindi 30-60 kumafuna kasamalidwe ka zinthu ka nthawi yeniyeni, kachitidwe kobwezeretsanso, mayendedwe a mzinda wonse, ndi kulumikizana ndi zinthu za chipani chachitatu, mothandizidwa ndi ma algorithms ovuta.
Ma Metrics Otumizira Kunyumba
Masitolo a Hema 138 amagwira ntchito ngati malo osungiramo zinthu zophatikizika, opereka ma SKU 6,000-8,000 pa sitolo iliyonse, okhala ndi ma SKU odzipangira okha 1,000, okhala ndi 20% ya onse.Makasitomala omwe ali pamtunda wamakilomita atatu amatha kusangalala ndi mphindi 30 zaulere.Malo ogulitsa okhwima, omwe amagwira ntchito kwa zaka zopitilira 1.5, pafupifupi 1,200 amayitanitsa pa intaneti tsiku lililonse, ndipo kugulitsa pa intaneti kumathandizira kupitilira 60% ya ndalama zonse.Avereji yamtengo wapatali ndi pafupifupi 100 RMB, ndi ndalama za tsiku ndi tsiku zopitirira 800,000 RMB, zomwe zimapindula kugulitsa bwino katatu kuposa masitolo akuluakulu.
02 Chifukwa chiyani Hema Ndi Yekhayo Wopikisana M'maso a Walmart?
Purezidenti ndi CEO wa Walmart China, Zhu Xiaojing, adanena mkati mwake kuti Hema ndiye yekhayo wopikisana nawo ku Sam's Club ku China.Pankhani ya kutsegulidwa kwa sitolo, Hema imatsalira kumbuyo kwa Sam's Club, yomwe yakhala ikugwira ntchito kwa zaka zoposa 40 ndi malo ogulitsa 800 padziko lonse lapansi, kuphatikizapo oposa 40 ku China.Hema, yokhala ndi masitolo a 337, kuphatikizapo masitolo a 9 a Hema X okha, amawoneka ochepa poyerekeza.
Komabe, pakubereka kunyumba, kusiyana pakati pa Sam's Club ndi Hema sikuli kofunikira.Sam's Club idalowa m'nyumba mu 2010, patatha zaka zinayi atalowa ku China, koma chifukwa cha chizolowezi chogula, ntchitoyo idayimitsidwa mwakachetechete patatha miyezi ingapo.Kuyambira pamenepo, Sam's Club yasintha mosalekeza mtundu wake woperekera kunyumba.
Mu 2017, pogwiritsa ntchito maukonde ake ogulitsa ndi malo osungiramo zinthu zakutsogolo (malo osungira mitambo), Sam's Club idayambitsa "Express Delivery Service" ku Shenzhen, Beijing, ndi Shanghai, ndikufulumizitsa kukula kwake.Pakadali pano, Sam's Club imagwiritsa ntchito malo osungiramo mitambo, iliyonse imathandizira kutumiza mwachangu mkati mwa mzinda wake, ndi malo osungiramo mitambo pafupifupi 500 m'dziko lonselo, ndikukwaniritsa kuchuluka kwadongosolo komanso kuchita bwino.
Mtundu wamabizinesi a Sam's Club, kuphatikiza masitolo akuluakulu okhala ndi malo osungira mitambo, zimatsimikizira kutumizidwa mwachangu ndi kuphatikiza, zomwe zimapangitsa kuti pakhale zotsatira zochititsa chidwi: zopitilira 1,000 za tsiku ndi tsiku panyumba yosungiramo zinthu, malo osungiramo zinthu aku Shanghai opitilira 3,000 oda tsiku lililonse komanso mtengo wamaoda opitilira 200 RMB.Kuchita uku kumapangitsa Sam's Club kukhala mtsogoleri pamakampani.
03 Kukana kwa Yonghui Kugulitsa kwa JD
Ngakhale Yonghui sanatenge chidwi ndi oyang'anira a Walmart, kuyesetsa kwake pakubweretsa kunyumba kumaposa anzawo, zomwe zimapangitsa kukhala chitsanzo chodziwika bwino.
Poyimira zakale za masitolo akuluakulu aku China, Yonghui ndi chitsanzo chabwino kwambiri chabizinesi yam'deralo yomwe yachita bwino ngakhale pali mpikisano ndi zimphona zakunja.Monga zimphona zazikulu zakunja, Yonghui wakumbatira mwachangu nsanja zapaintaneti komanso kutumiza kunyumba, kukhala mtsogoleri pakati pa mabizinesi am'deralo.
Ngakhale pali zovuta zambiri komanso kuyeserera kosalekeza, Yonghui wakhala mtsogoleri wamalo ogulitsa kunyumba, okhala ndi malo osungiramo zinthu zakale a 940 komanso ndalama zoperekera kunyumba zopitilira 10 biliyoni RMB.
E-Commerce Warehouses ndi Ndalama
Pofika mu Ogasiti 2023, Yonghui imagwiritsa ntchito malo osungiramo zinthu 940 a e-commerce, kuphatikiza nyumba zosungiramo 135 zonse (zokhala ndi mizinda 15), malo osungiramo theka 131 (ophimba mizinda 33), malo osungiramo 652 ophatikizika (ophimba mizinda 181), ndi malo osungira satellite 22 (ophimba Chongqing, Fuzhou, ndi Beijing).Pakati pawo, opitilira 100 ali ndi malo akuluakulu akutsogolo a 800-1000 masikweya mita.
Mu theka loyamba la 2023, ndalama zabizinesi yapaintaneti ya Yonghui zidafika 7.92 biliyoni RMB, zomwe zimawerengera 18.7% ya ndalama zake zonse, ndipo ndalama zomwe amapeza pachaka zimaposa 16 biliyoni RMB.Bizinesi yodziyendetsa yokha ya Yonghui imakhala ndi masitolo 946, ikupanga 4.06 biliyoni RMB pakugulitsa, ndi avareji ya maoda atsiku ndi tsiku a 295,000 komanso mtengo wowombola mwezi ndi 48.9%.Bizinesi yake yobweretsera kunyumba yachitatu imakhala ndi masitolo a 922, ndikupanga 3.86 biliyoni RMB pakugulitsa, 10.9% yazaka ndi chaka, ndi avareji ya 197,000 oda tsiku lililonse.
Ngakhale zachita bwino, Yonghui alibe chidziwitso chochuluka cha ogula cha chilengedwe cha Alibaba kapena Walmart's global sourcing chain chain, zomwe zimabweretsa zolepheretsa zambiri.Komabe, yathandizira mgwirizano ndi JD Daojia ndi Meituan kuti akwaniritse zogulitsa zoposa 10 biliyoni za RMB pofika 2020.
Ulendo wa Yonghui wobweretsa kunyumba udayamba mu Meyi 2013 ndikukhazikitsa njira yogulitsira ya "Half the Sky" patsamba lake, poyambirira idangokhala ku Fuzhou ndikupereka phukusi lazakudya m'maseti.Kuyesera koyambiriraku sikunatheke chifukwa chosagwiritsa ntchito bwino komanso njira zoperekera zoperekera.
Mu Januwale 2014, Yonghui adayambitsa "Yonghui Weidian App" yoyitanitsa pa intaneti komanso kujambula pa intaneti, yomwe idapezeka koyamba m'masitolo asanu ndi atatu ku Fuzhou.Mu 2015, Yonghui adayambitsa "Yonghui Life App," yopereka zinthu zosiyanasiyana zogula zatsopano komanso zothamanga kwambiri zomwe zimaperekedwa mwachangu, zomwe zidakwaniritsidwa ndi JD Daojia.
Mu 2018, Yonghui adalandira ndalama kuchokera kwa JD ndi Tencent, ndikupanga maubwenzi ozama pamagalimoto, kutsatsa, kulipira, komanso kukonza zinthu.Mu Meyi 2018, Yonghui adakhazikitsa "nyumba yosungiramo zinthu" yoyamba ku Fuzhou, yopereka mphindi 30 mkati mwa mtunda wa makilomita atatu.
Mu 2018, kukonzanso kwamkati kwa Yonghui kunagawanitsa bizinesi yake yapaintaneti kukhala Yonghui Cloud Creation, kuyang'ana kwambiri mawonekedwe atsopano, ndi Yonghui Supermarket, kuyang'ana pamitundu yakale.Ngakhale zinali zovuta zoyamba, malonda a pa intaneti a Yonghui adakula kwambiri, kufika pa 7.3 biliyoni RMB mu 2017, 16.8 biliyoni RMB mu 2018, ndi 35.1 biliyoni RMB mu 2019.
Pofika 2020, malonda a pa intaneti a Yonghui adafika pa 10.45 biliyoni RMB, kuwonjezeka kwa 198% pachaka, kuwerengera 10% ya ndalama zake zonse.Mu 2021, malonda a pa intaneti adafika pa 13.13 biliyoni RMB, chiwonjezeko cha 25.6%, chomwe chinali 14.42% ya ndalama zonse.Mu 2022, malonda a pa intaneti adakula kufika pa 15.936 biliyoni RMB, kuwonjezeka kwa 21.37%, ndi pafupifupi 518,000 oda tsiku lililonse.
Ngakhale izi zidachitika, Yonghui adataya kwambiri chifukwa chandalama zambiri m'malo osungiramo katundu komanso momwe mliriwu unakhudzidwira, zomwe zidabweretsa kutaya kwa 3.944 biliyoni RMB mu 2021 ndi 2.763 biliyoni RMB mu 2022.
Mapeto
Ngakhale Yonghui akukumana ndi zovuta zambiri kuposa Hema ndi Sam's Club, kuyesetsa kwake pakubweretsa kunyumba kwapeza mwayi pamsika.Pomwe kugulitsa pompopompo kukukulirakulira, Yonghui ali ndi mwayi wopindula ndi izi.CEO watsopano Li Songfeng wakwanitsa kale KPI yake yoyamba, kutembenuza Yonghui's 2023 H1 zotayika kukhala phindu.
Monga CEO wa Hema Hou Yi, wamkulu wakale wa JD Li Songfeng akufuna kutsogolera Yonghui pamsika wanthawi yomweyo, zomwe zitha kuyambitsa nkhani yatsopano pamsika.Hou Yi atha kutsimikizira kuweruza kwake pazamalonda aku China, ndipo a Li Songfeng atha kuwonetsa zomwe mabizinesi am'deralo angachite pambuyo pa mliri.
Nthawi yotumiza: Jul-04-2024