UHoucheng, oneminyaka engama-59, udinga ithuba lokungqina amandla eHema kuLiu Qiangdong, uZhang Yong, kunye noJack Ma.
Kutshanje, ukuhlehliswa kukaHema okungalindelekanga kwe-IPO yayo yaseHong Kong yongeze enye into epholileyo kwintengiso yasekhaya.Kwiminyaka yakutshanje, intengiso yevenkile ekwi-intanethi e-China ibiphantsi kwelifu, ineendaba zokungavuselelwa, ukuvalwa kweevenkile, kunye nelahleko ehlala ibetha amajelo eendaba, ekhokelela kuluvo lokuba abathengi basekhaya abanamali yokuchitha.Abanye bade bahlekise ngelithi abanini beevenkile ezinkulu abasavula iingcango zabo bakwenza oko ngenxa yothando.
Nangona kunjalo, iivenkile zoluntu zifumanise ukuba amashishini amakhulu angaphandle afana ne-ALDI, i-Sam's Club, kunye ne-Costco zisavula ngogonyamelo iivenkile ezintsha.Umzekelo, i-ALDI ivule ngaphezulu kweevenkile ezingama-50 eShanghai kuphela kwiminyaka nje emine ukusukela oko yangena eTshayina.Ngokufanayo, iKlabhu kaSam ikhawulezisa isicwangciso sayo sokuvula iivenkile ezintsha ezi-6-7 ngonyaka, ingena kwizixeko ezinjengeKunshan, iDongguan, iJiaxing, iShaoxing, iJinan, iWenzhou, kunye neJinjiang.
Ukwandiswa okusebenzayo kweevenkile ezinkulu zangaphandle kwiimarike ezahlukeneyo zaseTshayina zichasa kabukhali nokuvalwa okuqhubekayo kweevenkile zalapha ekhaya.Amashishini adweliswe kwiivenkile ezinkulu zasekhaya afana ne-BBK, iYonghui, iLianhua, iWumart, iCR Vanguard, iRT-Mart, iJiajia Yue, iRenrenle, iZhongbai, kunye neHongqi Chain zifuna ngokungxamisekileyo ukufumana imodeli entsha yokulinganisa nokuqhubeka nokukhula.Nangona kunjalo, ukujonga kwihlabathi jikelele, iimodeli ezintsha ezifanelekileyo kwimeko yokusetyenziswa kwamaTshayina zinqabile, kwaye iHema yenye yezinto ezimbalwa ezikhethekileyo.
Ngokungafaniyo ne-Walmart, iCarrefour, i-Sam's Club, i-Costco, okanye i-ALDI, imodeli ye-Hema "yokubini evenkileni kunye nokuhanjiswa kwekhaya" inokulungela ngakumbi ukuba iivenkile ezinkulu zasekuhlaleni zilinganise kwaye zivelise izinto ezintsha.Emva kwayo yonke loo nto, iWalmart, eyendele nzulu kwimakethi yaseTshayina engaxhunyiwe kwi-intanethi ngaphezulu kweminyaka engama-20, kunye ne-ALDI, esandula kungena kwimarike yaseTshayina, bobabini bajonga “ukuhanjiswa kwekhaya” njengojoliso lwesicwangciso sekamva.
01 Kutheni iHema ixatyiswa kwi-10 yebhiliyoni yeedola?
Ukusukela ekusekweni kwethayimthebhile yoluhlu ngoMeyi ukuya kuthi xhaxhe ngokungalindelekanga ngoSeptemba, iHema iqhubekile nokuvula iivenkile ezinobundlongondlongo kwaye ikhawulezisa uphuhliso lwenkqubo yokubonelela ngemveliso.Uluhlu lweHema lulindelwe ngolangazelelo, kodwa ngokwemithombo eyahlukeneyo, ukuhlehliswa kunokuba ngenxa yoqikelelo lwalo lusilela kwizinto ebezilindelwe.Iingxoxo zokuqala zika-Alibaba kunye nabatyali-mali abanokubakho baqikelele ixabiso le-Hema malunga ne-4 yeebhiliyoni zeedola, ngelixa i-IPO ye-IPO ekujoliswe kuyo ye-Alibaba yayiyi-10 yeebhiliyoni zeedola.
Ixabiso lokwenyani le-Hema ayisiyiyo into ekugxilwe kuyo apha, kodwa imodeli yayo yokuhanjiswa kwekhaya ixabisa wonke umntu.Iivenkile zamakhonkco oluntu zikholelwa ukuba iHema ngoku ifana nendibaniselwano yeMeituan, Dada, kunye neSam's Club.Ngamanye amazwi, i-asethi ye-Hema ebaluleke kakhulu ayiziivenkile zayo ze-337 kodwa inkqubo yemveliso kunye nemodeli yedatha emva kwemisebenzi yokuhanjiswa ekhaya.
IiMveliso eziPhambili
I-Hema ayinayo kuphela i-app yayo ezimeleyo kodwa kunye neevenkile ezisemthethweni zeflegi eTaobao, Tmall, Alipay, kunye ne-Ele.me, yonke indawo ye-Alibaba ecosystem.Ukongeza, inenkxaso yescene evela kwii -apps ezifana ne-Xiaohongshu kunye ne-Amap, egubungela iimeko ezininzi zabathengi abaxhaphakileyo.
Enkosi kubukho bayo kwiinkqubo ezininzi ezahlukeneyo, iHema iyonwabela ukugcwala okungenakuthelekiswa nanto kunye nezibonelelo zedatha ezigqwesa nawuphi na umntu okhuphisana naye kwivenkile enkulu, kubandakanya iWalmart, iMetro, kunye neCostco.Umzekelo, iTaobao kunye ne-Alipay nganye inabasebenzisi abangaphezu kwezigidi ezingama-800 abasebenzayo ngenyanga (i-MAU), ngelixa i-Ele.me inezigidi ezingaphezu kwe-70.
Ukusukela ngoMatshi ka-2022, usetyenziso lukaHema lwalunezigidi ezingama-27 ze-MAU.Xa kuthelekiswa ne-Sam's Club, i-Costco, kunye ne-Yonghui, ekusafuneka iguqule iindwendwe zevenkile kubasebenzisi be-app, i-pool ye-traffic ekhoyo ye-Hema sele yanele ukuxhasa ukuvulwa kweevenkile ezingaphezu kwe-300 ezongezelelweyo.
I-Hema ayininzi kuphela kwi-traffic kodwa ityebile kwidatha.Inokufikelela kwizixa ezikhulu zedatha yokukhetha imveliso kunye nedatha yokusetyenziswa evela eTaobao kunye ne-Ele.me, kunye nedatha yophononongo olubanzi lwemveliso evela kwi-Xiaohongshu kunye ne-Weibo, kunye nedatha yentlawulo ebanzi evela kwi-Alipay egubungela iimeko ezahlukeneyo ezingaxhunyiwe kwi-intanethi.
Exhotywe ngale datha, i-Hema inokuqonda ngokucacileyo umthamo wokusetyenziswa koluntu ngalunye.Le nzuzo yedatha inika u-Hema ukuzithemba ukuqeshisa iindawo zevenkile kwizithili zoshishino ezikhulileyo kwiirenti ngokuphindwe kaninzi kunexabiso lemarike.
Ukongeza kwi-traffic kunye neenzuzo zedatha, iHema ikwaqhayisa ngokunamathela okuphezulu komsebenzisi.Okwangoku, iHema inabasebenzisi ababhalisiweyo abangaphezu kwezigidi ezingama-60, kwaye nge-27 yezigidi ze-MAU, ukuncamathela kwayo kugqitha amaqonga adumileyo afana noXiaohongshu kunye neBilibili.
Ukuba i-traffic kunye nedatha zizinto ezisisiseko zikaHema, itekhnoloji esemva kwezi modeli iphawuleka ngakumbi.Ngo-2019, i-Hema yazisa esidlangalaleni inkqubo yayo yokusebenza ye-ReX yokuthengisa, enokuthi ibonakale njengomqolo ohlangeneyo wemodeli ye-Hema, egubungela imisebenzi yevenkile, iinkqubo zobulungu, izinto zokusebenza, kunye nezibonelelo zokubonelela.
Amava omthengi we-Hema, kubandakanya umgangatho wemveliso, ukuhanjiswa kwexesha, kunye nenkonzo emva kokuthengisa, ihlala inconywa, ngokuyinxenye ngenxa yenkqubo ye-ReX.Ngokophando olwenziwa ziifemu zokurhweba, iivenkile ezinkulu zaseHema zinokujongana neeodolo ezingaphezu kwe-10,000 mihla le ngexesha lokunyuswa okukhulu, iiyure eziphakamileyo ezidlula iiodolo ezingama-2,500 ngeyure.Ukuhlangabezana nomgangatho wokuhanjiswa kwemizuzu engama-30 ukuya kwengama-60, iivenkile ze-Hema kufuneka zigqibe ukukha kunye nokupakisha ngaphakathi kwemizuzu eyi-10-15 kwaye zihambise phakathi kwemizuzu eyi-15-30 eseleyo.
Ukugcina oku kusebenza kakuhle, ukubala kwe-inventri yexesha langempela, iinkqubo zokuzaliswa kwakhona, ukuyila kwendlela yomzi wonke, kunye nokulungelelaniswa kwevenkile kunye ne-third party logistics kufuna imodeli ebanzi kunye ne-algorithms eyinkimbinkimbi, efana neyokufumaneka kwi-Meituan, Dada, ne-Dmall.
Iivenkile zamakhonkco oluntu zikholelwa ukuba ekuhanjisweni kwezindlu ezithengiswayo, ngaphandle kwetrafikhi, idatha, kunye ne-algorithms, amandla okukhetha abarhwebi abalulekile.Iivenkile ezahlukeneyo zibonelela ngedemografi yabathengi eyahlukeneyo, kwaye iimfuno zabathengi ngamaxesha ziyahluka ngokwengingqi.Ke ngoko, ukuba ikhonkco lomrhwebi liyakwazi na ukuxhasa ukukhethwa kwemveliso eguquguqukayo yeyona nto iphambili kwiivenkile ezinkulu ezijonge ukugqwesa kunikezelo lwasekhaya.
UKhetho kunye neKhonkco loNikezelo
Iklabhu kaSam kunye neCostco bachithe iminyaka bephucula amandla abo okukhetha, kwaye uHema ebecoca eyakhe iminyaka esixhenxe.I-Hema ilandela inkqubo yomthengi efana ne-Sam's Club kunye ne-Costco, ejolise ekulandeleni ikhonkco lokubonelela emva kwemvelaphi yalo, ukusuka kwizinto ezikrwada ukuya kwinkqubo yokuvelisa, ukudala amabali emveliso ekhethekileyo yokwahlula uphawu.
I-Hema ichaza kuqala iindawo zemveliso ezingundoqo kwimveliso nganye, ithelekisa ababoneleli, kwaye ikhethe ezona zixhobo ziphezulu zomgangatho ophezulu kunye nemveliso ye-OEM efanelekileyo.IHema ibonelela umzi-mveliso ngeenkqubo ezisemgangathweni, uyilo lokupakisha, kunye noluhlu lwezithako, ukuqinisekisa ukuba iimveliso ziyahlangabezana nemigangatho echaziweyo.Emva kwemveliso, iimveliso zivavanywa ngaphakathi, iintengiso zokulinga, kunye nengxelo ngaphambi kokuba isasazwe kwiivenkile kwilizwe liphela.
Ekuqaleni, iHema yasokola ngokufumana indawo ethe ngqo kodwa ekugqibeleni yasifumana isingqi sayo ngokwenza ikhontrakthi ngokuthe ngqo kwiziseko zokutyala, yaseka “iilali zeHema” ezili-185 kwiindawo ezahlukeneyo, kubandakanya iDanba Bako Village eSichuan, iXiachabu Village eHubei, Dalinzhai Village eHebei, kunye neGashora Village eRwanda. , enikezela ngeemveliso ezingama-699.
Xa kuthelekiswa neqela le-Sam's Club kunye ne-Costco's global procurement benefits, inyathelo le-Hema's “Hema Village” lidala amatyathanga obonelelo aqinileyo engingqi, abonelela ngenzuzo ebalulekileyo yeendleko kunye nomahluko.
Itekhnoloji kunye nokusebenza ngokufanelekileyo
Inkqubo yokuthengisa ye-Hema ye-ReX yokuthengisa idibanisa iinkqubo ezininzi, kubandakanywa ukusebenza kwevenkile, ubulungu, ukuhanjiswa, kunye nezibonelelo zokubonelela, ukuphucula ukusebenza kakuhle.Umzekelo, ngexesha lokunyuswa okukhulu, iivenkile ezinkulu zaseHema zinokuphatha ngaphezulu kwe-10,000 yeeodolo zemihla ngemihla, ngeeyure eziphakamileyo ezidlula ii-odolo ezingama-2,500 ngeyure.Ukudibana nomgangatho wokuhanjiswa kwemizuzu engama-30-60 kufuna ulawulo oluchanekileyo lwe-inventri yexesha langempela, iinkqubo zokuzalisa kwakhona, umzila wesixeko esibanzi, kunye nolungelelwaniso kunye ne-third party logistics, exhaswa yi-algorithms enzima.
Iimetriki zokuHanjiswa kweKhaya
Iivenkile ze-Hema ze-138 zisebenza njengeeyunithi ezidibeneyo zokugcina iimpahla, ezinikezela nge-6,000-8,000 SKUs kwivenkile nganye, kunye ne-1,000 ye-self-branded SKUs, equka i-20% yetotali.Abathengi ngaphakathi kweradiyasi yeekhilomitha ezi-3 banokonwabela ukuhanjiswa kwasimahla kwemizuzu engama-30.Iivenkile ezikhulileyo, ezisebenza ngaphezu kweminyaka eyi-1.5, i-avareji ye-1,200 yeeodolo zemihla ngemihla kwi-intanethi, kunye neentengiso ze-intanethi ezinegalelo ngaphezu kwe-60% yengeniso iyonke.Ixabiso le-odolo eliphakathi liphantse libe yi-100 RMB, kunye nengeniso yemihla ngemihla idlula i-800,000 RMB, ifezekise ukuthengisa ngokuphindwe kathathu kwiivenkile zemveli.
02 Kutheni uHema ekuphela koMkhuphisana kuMahlo eWalmart?
Umongameli kunye ne-CEO ye-Walmart yase-China, u-Zhu Xiaojing, uthe ngaphakathi ukuba u-Hema nguye kuphela okhuphisana ne-Sam's Club e-China.Ngokumalunga nokuvulwa kweevenkile ezibonakalayo, iHema eneneni ishiyeke ngasemva kweSam's Club, ebisebenza ngaphezulu kweminyaka engama-40 kunye neevenkile ezingaphezu kwama-800 kwihlabathi liphela, kubandakanya ezingaphezu kwama-40 eTshayina.I-Hema, kunye neevenkile ze-337, ezibandakanya kuphela iivenkile ze-9 ze-Hema X, zibonakala zincinci xa kuthelekiswa.
Nangona kunjalo, ekuhanjisweni kwekhaya, umsantsa phakathi kweKlabhu yeSam kunye neHema ayibalulekanga kangako.IQela likaSam lingene kunikezelo lwasekhaya ngo-2010, iminyaka emine emva kokungena eTshayina, kodwa ngenxa yemikhuba yabathengi engekavuthwa, inkonzo yayekwa ngokuzolileyo emva kweenyanga ezimbalwa.Ukusukela ngoko, iKlabhu kaSam iqhubekile nokuvelisa imodeli yayo yokuhambisa ekhaya.
Ngo-2017, ukusebenzisa inethiwekhi yayo yevenkile kunye neendawo zokugcina iimpahla zangaphambili (iindawo zokugcina amafu), iKlabhu yeSam yaqalisa "Inkonzo yokuhanjiswa kweExpress" eShenzhen, eBeijing, naseShanghai, ikhawulezisa ukukhula kwayo kokuhanjiswa kwekhaya.Okwangoku, iKlabhu yeSam isebenza ngothungelwano lweendawo zokugcina ilifu, nganye ixhasa ukuhanjiswa okukhawulezayo ngaphakathi kwesixeko sayo, kunye neendawo zokugcina amafu eziqikelelwa kuma-500 kwilizwe liphela, ukufikelela kumthamo omkhulu kunye nokusebenza kakuhle.
Imodeli yeshishini leSam's Club, edibanisa iivenkile ezinkulu kunye neendawo zokugcina amafu, iqinisekisa ukuhanjiswa okukhawulezayo kunye nokuhlanganiswa, okukhokelela kwiziphumo ezinomtsalane: ngaphezulu kwe-1,000 yeeodolo zemihla ngemihla kwindawo yokugcina impahla, kunye neendawo zokugcina iimpahla zaseShanghai ezixabisa ngaphezulu kwe-3,000 yeeodolo zemihla ngemihla kunye nexabiso leodolo eliphakathi elidlula i-200 RMB.Lo msebenzi ubeka iKlabhu kaSam njengenkokeli kushishino.
03 Ukungafuni kukaYonghui ukuthengisa kwi-JD
Nangona u-Yonghui engakhange athathe ngqalelo yabaphathi beWalmart, iinzame zayo zokuzisa unikezelo lwasekhaya zigqwesa oontanga bakhe, iyenza ibe ngumzekelo obalaseleyo.
Ukumela ixesha elidlulileyo leevenkile ezinkulu zaseTshayina, iYonghui ngumzekelo obalaseleyo weshishini levenkile yasekhaya eliye laphumelela ngaphandle kokhuphiswano oluvela kwizigebenga zangaphandle.Njengezigebenga zevenkile enkulu yangaphandle, iYonghui yamkele ngokuqhubekayo amaqonga e-intanethi kunye nokuhanjiswa kwekhaya, yaba yinkokeli phakathi kwamashishini amakhulu asekhaya.
Ngaphandle kwemiceli mngeni emininzi kunye novavanyo oluqhubekayo kunye neempazamo, i-Yonghui ibe yinkokeli yevenkile yemveli yasekhaya ekuhanjisweni kwekhaya, kunye neendawo zokugcina iimpahla ze-e-commerce ezingaphezu kwe-940 kunye nengeniso yokuhanjiswa kwekhaya ngonyaka edlula i-10 yezigidigidi zee-RMB.
Oovimba boRhwebo kunye neNgeniso
Ukususela ngo-Agasti 2023, i-Yonghui isebenza kwii-940 ze-e-commerce warehouses, kuquka i-135 epheleleyo ye-warehouses (egubungela izixeko ze-15), i-131 isiqingatha seendawo zokugcina iimpahla (ezigubungela izixeko ze-33), i-652 yokugcina i-warehouses edibeneyo (egubungela izixeko ze-181), kunye ne-22 yokugcina i-satellite (egubungela i-Chongqing, Fuzhou, kunye neBeijing).Phakathi kwabo, ngaphezu kwe-100 kukho iindawo zokugcina ezinkulu zangaphambili ze-800-1000 square metres.
Kwisiqingatha sokuqala se-2023, ingeniso ye-intanethi ye-intanethi ye-Yonghui ifikelele kwi-7.92 yezigidigidi ze-RMB, ibalwa kwi-18.7% yengeniso yayo yonke, kunye nemali eqikelelwayo yonyaka idlula i-16 yezigidigidi ze-RMB.Ishishini likaYonghui elizisebenzelayo lokuhanjiswa kweenkonzo ekhaya ligubungela iivenkile ezingama-946, livelisa i-4.06 yeebhiliyoni zeerandi kwiintengiso, ngomyinge we-295,000 yeeodolo zemihla ngemihla kunye nezinga lokuthenga kwakhona lenyanga le-48.9%.Iqonga layo lesithathu kwishishini lokuhanjiswa kwekhaya ligubungela iivenkile ezingama-922, ezivelisa i-3.86 yeebhiliyoni zeerandi kwiintengiso, i-10.9% yokunyuka konyaka-ngonyaka, ngomyinge we-197,000 yee-odolo zemihla ngemihla.
Ngaphandle kwempumelelo yayo, iYonghui ayinayo idatha enkulu yabathengi be-Alibaba's ecosystem okanye i-Walmart's global sourcing supply chain, ekhokelela kwizithintelo ezininzi.Nangona kunjalo, iye yaphucula intsebenziswano kunye ne-JD Daojia kunye ne-Meituan ukuphumeza ngaphezulu kwe-10 yeebhiliyoni zeerandi kwiintengiso ngo-2020.
Uhambo lukaYonghui lokuzisa ekhaya lwaqala ngoMeyi ka-2013 ngokuphehlelelwa kwejelo lokuthenga i-“Half the Sky” kwiwebhusayithi yalo, ekuqaleni laliphelele eFuzhou kwaye libonelela ngeepakethe zokutya ngeeseti.Olu mzamo lwangoko aluphumelelanga ngenxa yamava alambathayo omsebenzisi kunye nokhetho olunyiniweyo lonikezelo.
NgoJanuwari ka-2014, uYonghui uphehlelele i-“Yonghui Weidian App” yokuodola kwi-intanethi kunye ne-pickup engaxhunyiwe kwi-intanethi, ekuqaleni yayifumaneka kwiivenkile ezisibhozo eFuzhou.Ngo-2015, u-Yonghui wasungula "i-Yonghui Life App," enikezela uluhlu olubanzi lwezinto ezithe gqolo ezitsha nezihamba ngokukhawuleza zempahla yabathengi ngeenkonzo zokuhanjiswa ngokukhawuleza, ezizalisekiswa nguJD Daojia.
Ngo-2018, u-Yonghui wafumana utyalo-mali oluvela kwi-JD kunye ne-Tencent, benza intsebenziswano enzulu kwi-traffic, intengiso, intlawulo, kunye ne-logistics.NgoMeyi ka-2018, i-Yonghui yasungula "indawo yokugcina i-satellite" yokuqala e-Fuzhou, inikezela nge-30-minute yokuhanjiswa ngaphakathi kwe-3-kilometer radius.
Ngo-2018, ukulungiswa kwakhona kwangaphakathi kweYonghui kwahlula ishishini layo kwi-intanethi kwi-Yonghui Cloud Creation, igxile kwiifomathi ezintsha, kunye ne-Yonghui Supermarket, igxile kwiifomathi zemveli.Ngaphandle kokuthotywa okokuqala, intengiso ye-intanethi ye-Yonghui ikhule kakhulu, yafikelela kwi-7.3 yeebhiliyoni zeerandi ngo-2017, i-16.8 yeebhiliyoni zeerandi ngo-2018, kunye ne-35.1 yeebhiliyoni zeerandi ngo-2019.
Ngo-2020, intengiso ye-intanethi ye-Yonghui ifikelele kwi-10.45 yezigidigidi ze-RMB, ukunyuka kwe-198% ngonyaka, kubalelwa kwi-10% yengeniso yayo iyonke.Kwi-2021, ukuthengiswa kwe-intanethi kufikelele kwi-13.13 yezigidigidi ze-RMB, ukunyuka kwe-25.6%, kubalelwa kwi-14.42% yengeniso epheleleyo.Kwi-2022, ukuthengiswa kwe-intanethi kukhule ukuya kwi-15.936 yezigidigidi ze-RMB, ukunyuka kwe-21.37%, kunye ne-avareji ye-oda yemihla ngemihla ye-518,000.
Ngaphandle kwezi mpumelelo, uYonghui ujongene nelahleko enkulu ngenxa yotyalo-mali oluphezulu kwiindawo zokugcina iimpahla kunye nefuthe lobhubhane, okubangele ilahleko ye-3.944 yeebhiliyoni zeerandi ngo-2021 kunye ne-2.763 yeebhiliyoni zeerandi ngo-2022.
Ukuqukumbela
Nangona i-Yonghui ijongene nemiceli mngeni ngakumbi kuneHema kunye neKlabhu yeSam, iinzame zayo zokuhanjiswa kwekhaya ziye zafumana indawo yentengiso.Njengoko ukuthengisa ngokukhawuleza kuqhubeka nokukhula, iYonghui inamandla okuzuza kulo mkhwa.I-CEO entsha uLi Songfeng sele iphumelele i-KPI yakhe yokuqala, ukuguqula ilahleko ye-Yonghui ye-2023 H1 ibe yinzuzo.
Njengomphathi we-Hema u-Hou Yi, owayesakuba ngumlawuli we-JD uLi Songfeng unenjongo yokukhokela i-Yonghui kwimarike yokuthengisa ngokukhawuleza, enokuthi ibangele ibali elitsha kwishishini.U-Hou Yi unokungqina isigwebo sakhe kwiindlela zokuthengisa zaseTshayina, kwaye uLi Songfeng unokubonisa amandla oshishino lwevenkile yasekhaya kwixesha lasemva kobhubhane.
Ixesha lokuposa: Jul-04-2024