UHoucheng, 59, udinga ithuba lokufakazela amandla e-Hema ku-Liu Qiangdong, uZhang Yong, kanye noJack Ma.
Muva nje, ukuhlehlisa kuka-Hema okungalindelekile kwe-IPO yayo yase-Hong Kong kwengeze okunye ukuphoxeka emakethe yasekhaya yokudayisa.Eminyakeni yamuva nje, imakethe yezitolo ezinkulu engaxhunyiwe ku-inthanethi e-China ibingaphansi kwefu, kunezindaba zokungavuselelwa, ukuvalwa kwezitolo, nokulahlekelwa okuvame ukushaya abezindaba, okuholela emcabangweni wokuthi abathengi basekhaya abanayo imali yokusebenzisa.Abanye baze bahlekise ngokuthi abanikazi bezitolo ezinkulu abasavula iminyango bakwenza lokhu ngenxa yothando.
Kodwa-ke, izitolo zomphakathi zithole ukuthi amabhizinisi ezitolo ezinkulu zakwamanye amazwe afana ne-ALDI, i-Sam's Club, ne-Costco zisavula izitolo ezintsha ngodlame.Isibonelo, i-ALDI ivule izitolo ezingaphezu kuka-50 eShanghai kuphela eminyakeni emine selokhu yangena eChina.Ngokufanayo, i-Sam's Club isheshisa uhlelo lwayo lokuvula izitolo ezintsha ezingu-6-7 minyaka yonke, ingena emadolobheni afana ne-Kunshan, Dongguan, Jiaxing, Shaoxing, Jinan, Wenzhou, neJinjiang.
Ukwandiswa okusebenzayo kwezitolo ezinkulu zakwamanye amazwe ezimakethe ezihlukahlukene zaseShayina kuphambene kakhulu nokuvalwa kwezitolo okuqhubekayo kwezitolo ezinkulu zasendaweni.Amabhizinisi afakwe ohlwini ezitolo ezinkulu afana ne-BBK, i-Yonghui, i-Lianhua, i-Wumart, i-CR Vanguard, i-RT-Mart, i-Jiajia Yue, i-Renrenle, i-Zhongbai, ne-Hongqi Chain adinga ngokuphuthumayo ukuthola imodeli entsha azoyilingisa futhi aqhubeke nokukhula kwawo.Kodwa-ke, uma ubheka umhlaba wonke, amamodeli aqanjiwe afanele indawo yokusetshenziswa kwamaShayina ayivelakancane, kanti i-Hema ingenye yezinto ezimbalwa ezihlukile.
Ngokungafani ne-Walmart, i-Carrefour, i-Sam's Club, i-Costco, noma i-ALDI, imodeli ka-Hema “yokuletha esitolo nasekhaya” ingase ifaneleke kakhulu ukuthi izitolo ezinkulu zendawo zilingiswe futhi zisungule.Phela, i-Walmart, esigxile kakhulu emakethe yaseChina engaxhunyiwe ku-inthanethi iminyaka engaphezu kwengu-20, kanye ne-ALDI, esanda kungena emakethe yaseShayina, bobabili babheka "ukulethwa kwasekhaya" njengokugxilwa kwesu lekusasa.
01 Kungani i-Hema Ibiza I-$ 10 Bilion?
Kusukela ekubekeni uhlu lwezikhathi ngoMeyi kuya ekuhlehlweni kwayo okungalindelekile ngoSepthemba, i-Hema iqhubekile nokuvula izitolo ngodlame futhi yasheshisa ukuthuthukiswa kohlelo lwayo lokuhlinzekwa kwemikhiqizo.Ukufakwa kuhlu kwe-Hema kulindelekile ngokulangazela, kodwa ngokwemithombo ehlukahlukene, ukuhlehliswa kungase kube ngenxa yokulinganisa kwakho ukusilela kulokho obekulindele.Izingxoxo zokuqala zika-Alibaba nabangase babe abatshalizimali zilinganisele inani lika-Hema elilinganiselwa ku-$4 billion, kanti i-Alibaba's IPO value target for Hema yayingu-$10 billion.
Inani langempela le-Hema alikona okugxilwe kukho lapha, kodwa imodeli yayo yokulethwa ekhaya ifanele ukunakwa yiwo wonke umuntu.Izitolo ezithengisa umphakathi zikholelwa ukuthi i-Hema manje isifana nenhlanganisela ye-Meituan, i-Dada, ne-Sam's Club.Ngamanye amazwi, impahla ye-Hema ebaluleke kakhulu akuzona izitolo zayo ezingama-337 kodwa isistimu yomkhiqizo kanye nemodeli yedatha engemuva kwemisebenzi yayo yokulethwa ekhaya.
I-Front-End Products
I-Hema ayinakho nje kuphela uhlelo lwayo oluzimele kodwa futhi nezitolo ezisemthethweni ezisemthethweni eTaobao, Tmall, Alipay, kanye ne-Ele.me, zonke eziyingxenye ye-Alibaba ecosystem.Ukwengeza, inokusekelwa kwesigcawu kusuka kuzinhlelo zokusebenza ezifana ne-Xiaohongshu ne-Amap, ehlanganisa izimo zabathengi eziningi zemvamisa ephezulu.
Ngenxa yobukhona bayo kuzinhlelo zokusebenza eziningi ezahlukene, i-Hema ijabulela ithrafikhi engenakuqhathaniswa nezinzuzo zedatha ezidlula noma iyiphi imbangi yesitolo esikhulu, okuhlanganisa i-Walmart, iMetro, ne-Costco.Isibonelo, iTaobao ne-Alipay ngayinye inabasebenzisi abasebenzayo abangaphezu kwezigidi ezingama-800 (i-MAU), kanti i-Ele.me inabasebenzisi abangaphezu kwezigidi ezingama-70.
Kusukela ngoMashi 2022, uhlelo lokusebenza luka-Hema uqobo lwalune-MAU engaphezu kwezigidi ezingama-27.Uma kuqhathaniswa ne-Sam's Club, i-Costco, ne-Yonghui, esadinga ukuguqula izivakashi zesitolo zibe abasebenzisi bohlelo lokusebenza, indawo yokubhukuda ekhona ye-Hema isivele yanele ukusekela ukuvulwa kwezitolo ezengeziwe ezingaphezu kuka-300.
I-Hema ayigcini nje ngokugcwala ithrafikhi kodwa futhi inothe ngedatha.Inokufinyelela enanini elikhulu ledatha ethandwayo yomkhiqizo nedatha esetshenziswayo evela e-Taobao nase-Ele.me, kanye nedatha ebanzi yokubuyekezwa komkhiqizo evela ku-Xiaohongshu ne-Weibo, kanye nedatha yokukhokha ephelele evela ku-Alipay ehlanganisa izimo ezihlukahlukene ezingaxhunyiwe ku-inthanethi.
Ihlome ngale datha, i-Hema ingaqonda ngokucacile umthamo wokusetshenziswa womphakathi ngamunye.Le nzuzo yedatha inika u-Hema ukuzethemba kokuqasha izitolo ezifundeni zamabhizinisi avuthiwe ngamarenti aphakeme izikhathi ezimbalwa kunentengo yemakethe.
Ngaphezu kwezinzuzo zethrafikhi nedatha, i-Hema ibuye iziqhayise ngokunamathela okuphezulu komsebenzisi.Njengamanje, i-Hema inabasebenzisi ababhalisiwe abangaphezu kwezigidi ezingu-60, futhi nge-MAU eyizigidi ezingu-27, ukunamathela kwayo kudlula izinkundla ezidumile ezifana ne-Xiaohongshu ne-Bilibili.
Uma ithrafikhi nedatha kuyizisekelo ze-Hema, ubuchwepheshe obulandela lawa mamodeli buyaphawuleka nakakhulu.Ngo-2019, i-Hema yethula esidlangalaleni isistimu yayo yokusebenza yokudayisa ye-ReX, engabonakala njengomgogodla odidiyelwe wemodeli ye-Hema, ehlanganisa ukusebenza kwesitolo, amasistimu obulungu, izinto zokusebenza, nezinsiza ze-supply chain.
Okuhlangenwe nakho kwabathengi be-Hema, okuhlanganisa ikhwalithi yomkhiqizo, ukufika ngesikhathi kokulethwa, kanye nesevisi yangemva kokuthengisa, kuvame ukunconywa, ngokwengxenye ngenxa yesistimu ye-ReX.Ngokocwaningo olwenziwa amafemu okuthengisa, izitolo ezinkulu ze-Hema zingakwazi ukuphatha ama-oda angaphezu kuka-10,000 nsuku zonke ngesikhathi sokukhushulwa okukhulu, amahora aphakeme adlula ama-oda ayi-2,500 ngehora.Ukuze kuhlangatshezwane nezinga lokulethwa kwemizuzu engama-30-60, izitolo ze-Hema kufanele ziqedele ukukha nokupakisha kungakapheli imizuzu eyi-10-15 futhi zilethe phakathi kwemizuzu eyi-15-30 esele.
Ukuze kugcinwe lokhu kusebenza kahle, ukubala kwempahla yesikhathi sangempela, amasistimu okugcwalisa, idizayini yomzila wedolobha lonke, nokuxhumana kwesitolo nokuphathwa kwenkampani yangaphandle kudinga amamodeli abanzi nama-algorithms ayinkimbinkimbi, afana nalawo atholakala e-Meituan, Dada, nase-Dmall.
Izitolo ezithengisa umphakathi zikholelwa ukuthi ekulethweni kwezindlu okudayiswayo, ngaphandle kwethrafikhi, idatha, nama-algorithms, ikhono lokukhetha labathengisi libalulekile.Izitolo ezihlukene zihlinzeka ngezibalo zabantu ezihlukene zabathengi, futhi izimfuno zabathengi ngezikhathi ezithile ziyahlukahluka ngokwesifunda.Ngakho-ke, noma ngabe uchungechunge lokuhlinzeka ngomthengisi lungasekela ukukhethwa komkhiqizo oguquguqukayo kuwumkhawulo oyinhloko wezitolo ezinkulu ezihlose ukwenza kahle ekulethweni kwasekhaya.
Ukukhetha kanye Nokuthengwa Kwempahla
I-Sam's Club kanye ne-Costco bachithe iminyaka becija amakhono abo okukhetha, futhi u-Hema uselungise owayo iminyaka eyisikhombisa.U-Hema uphishekela uhlelo lomthengi olufana ne-Sam's Club ne-Costco, ehlose ukulandelela uchungechunge lokuhlinzeka libuyele kumsuka walo, kusukela ezintweni ezingavuthiwe kuya kunqubo yokukhiqiza, nokudala izindaba zomkhiqizo eziyingqayizivele zokuhlukaniswa komkhiqizo.
I-Hema iqala ngokukhomba izindawo zokukhiqiza eziwumongo zomkhiqizo ngamunye, iqhathanise abahlinzeki, bese ikhetha izinto ezisetshenziswayo ezisezingeni eliphezulu kakhulu kanye nemboni ye-OEM efanelekile.I-Hema ihlinzeka ifekthri ngezinqubo ezijwayelekile, imiklamo yokupakisha, nohlu lwezithako, iqinisekisa ukuthi imikhiqizo ihlangabezana namazinga athile.Ngemva kokukhiqizwa, imikhiqizo ihlolwa kwangaphakathi, ukuthengiswa kokuhlola, kanye nempendulo ngaphambi kokusatshalaliswa ezitolo ezweni lonke.
Ekuqaleni, i-Hema yayizabalaza ukuthola umthombo oqondile kodwa yagcina isitholile isigqi sayo ngokuthola izisekelo zokutshala ngokuqondile, yasungula “Izindawo ZaseHema” ezingu-185 ezindaweni ezihlukahlukene, okuhlanganisa iDanba Bako Village eSichuan, iXiachabu Village eHubei, iDalinzhai Village eHebei, kanye neGashora Village eRwanda. , enikeza imikhiqizo engama-699.
Uma kuqhathaniswa ne-Sam's Club kanye nezinzuzo zomhlaba wonke zokuthengwa kwempahla ye-Costco, umkhankaso we-Hema “Hema Village” udala amaketango aqinile okunikezela endawo, ahlinzeka ngezinzuzo zezindleko ezibalulekile kanye nokwehlukana.
Ubuchwepheshe kanye Nempumelelo
Isistimu yokusebenza yokudayisa ye-Hema ye-ReX ihlanganisa amasistimu amaningi, okuhlanganisa ukusebenza kwesitolo, ubulungu, ukuphathekayo, nezinsiza ze-supply chain, okuthuthukisa ukusebenza kahle kukonke.Isibonelo, phakathi namaphromoshini amakhulu, izitolo ezinkulu ze-Hema zingakwazi ukuphatha ama-oda wansuku zonke angaphezu kuka-10,000, amahora aphakeme adlula ama-oda angu-2,500 ngehora.Ukuhlangabezana nezinga lokulethwa kwemizuzu engama-30-60 kudinga ukuphathwa kwempahla yesikhathi sangempela, amasistimu okugcwalisa, umzila wedolobha lonke, nokuxhumana nokusetshenziswa kwezinkampani zangaphandle, okusekelwa ama-algorithms ayinkimbinkimbi.
Amamethrikhi Okulethwa Kwasekhaya
Izitolo ze-Hema ezingu-138 zisebenza njengamayunithi ahlanganisiwe esitolo sempahla, zinikeza ama-SKU angu-6,000-8,000 isitolo ngasinye, esinama-SKU angu-1,000 azimele, ahlanganisa u-20% wengqikithi.Amakhasimende angaphakathi kwerediyasi yamakhilomitha angu-3 angajabulela ukulethwa kwamahhala kwamaminithi angu-30.Izitolo ezikhulile, ezisebenza isikhathi esingaphezu kweminyaka engu-1.5, ziyi-avareji yama-oda aku-inthanethi angu-1,200 nsuku zonke, ukuthengiswa kwe-inthanethi okunikela ngaphezu kuka-60% wesamba semali engenayo.Isilinganiso senani le-oda licishe libe yi-RMB eyi-100, nemali engenayo yansuku zonke idlula u-800,000 RMB, okuzuza ukuthengisa ngempumelelo ngokuphindwe kathathu kunezitolo ezinkulu ezivamile.
02 Kungani u-Hema Enguye Kuphela Oqhudelana Naye Emehlweni Ka-Walmart?
Umongameli kanye ne-CEO ye-Walmart China, u-Zhu Xiaojing, uveze ngaphakathi ukuthi u-Hema uyena kuphela oqhudelana naye kwi-Sam's Club e-China.Mayelana nokuvulwa kwezitolo ezingokoqobo, i-Hema isala ngemuva kweSam's Club, esineminyaka engaphezu kwengu-40 isebenza ngezitolo ezingaphezu kuka-800 emhlabeni wonke, kuhlanganise nezingaphezu kuka-40 eChina.I-Hema, enezitolo ezingu-337, okuhlanganisa nezitolo ezingamalungu e-Hema X kuphela, ibonakala incane uma iqhathaniswa.
Kodwa-ke, ekulethweni kwasekhaya, igebe phakathi kwe-Sam's Club ne-Hema alibalulekile kangako.I-Sam's Club yangena ekulethweni kwasekhaya ngo-2010, eminyakeni emine ingene e-China, kodwa ngenxa yemikhuba yabathengi engavuthiwe, le sevisi yayekwa buthule ngemva kwezinyanga ezimbalwa.Kusukela lapho, i-Sam's Club ibilokhu ithuthukisa imodeli yayo yokulethwa kwasekhaya.
Ngo-2017, isebenzisa inethiwekhi yesitolo kanye nezindawo zokugcina izimpahla ezingaphambili (izindawo zokugcina izimpahla zamafu), I-Sam's Club yaqala “Isevisi Yokulethwa Kwe-Express” e-Shenzhen, e-Beijing, nase-Shanghai, isheshisa ukukhula kwayo kokulethwa kwezidingo zasekhaya.Njengamanje, i-Sam's Club isebenzisa inethiwekhi yezindawo zokugcina izimpahla zamafu, ngayinye isekela ukulethwa okusheshayo phakathi kwedolobha layo, enezindawo zokugcina amafu ezilinganiselwa ku-500 ezweni lonke, ezithola ukuhleleka okubalulekile nokusebenza kahle.
Imodeli yebhizinisi ye-Sam's Club, ehlanganisa izitolo ezinkulu nezinqolobane zamafu, iqinisekisa ukulethwa okusheshayo nokuhlanganiswa, okuholela emiphumeleni emangazayo: ama-oda wansuku zonke angaphezu kuka-1,000 ngendawo yokubeka impahla ngayinye, nezindawo zokugcina impahla zase-Shanghai zinesilinganiso sama-oda wansuku zonke angu-3,000 kanye nenani le-oda eliphakathi nendawo elingaphezu kuka-200 RMB.Lokhu kusebenza kubeka i-Sam's Club njengomholi embonini.
03 Ukungabaza kuka-Yonghui Ukuthengisela i-JD
Yize i-Yonghui ingazange idonse ukunaka kwabaphathi be-Walmart, imizamo yayo yokusheshisa ukulethwa kwezidingo zasekhaya idlula ontanga yayo, ikwenza kube isibonelo esiphawulekayo.
Imelela okwedlule kwezitolo ezinkulu zendabuko zaseShayina, i-Yonghui iyisibonelo esihle sebhizinisi lesuphamakethe lasendaweni elithuthuke naphezu kokuncintisana kwezikhondlakhondla zakwamanye amazwe.Njengemidondoshiya yezitolo ezinkulu zakwamanye amazwe, i-Yonghui yamukele ngokuqhubekayo izinkundla ze-inthanethi nokulethwa kwasekhaya, yaba umholi phakathi kwamabhizinisi ezitolo ezinkulu endawo.
Naphezu kwezinselelo eziningi kanye nokuhlolwa okuqhubekayo namaphutha, i-Yonghui isiphenduke umholi wesitolo esikhulu esivamile sasekhaya ekulethweni kwasekhaya, enezindawo zokugcina izimpahla ze-e-commerce ezingaphezu kuka-940 kanye nemali engenayo yonyaka yokulethwa kwekhaya engaphezu kwezigidigidi ezingu-10 zama-RMB.
I-E-Commerce Warehouses kanye Nemali Engenayo
Kusukela ngo-Agasti 2023, iYonghui isebenzisa izindawo zokugcina izimpahla ze-e-commerce ezingama-940, okuhlanganisa nezindawo zokugcina izimpahla eziyi-135 ezigcwele (ezihlanganisa amadolobha ayi-15), izindawo zokugcina izimpahla eziyi-131 (ezihlanganisa amadolobha angama-33), izindawo zokugcina izinto ezihlanganisiwe ezingama-652 (ezihlanganisa amadolobha ayi-181), kanye nezindawo zokugcina impahla ezingama-22 (ezimboze iChongqing, Fuzhou, Beijing).Phakathi kwazo, ezingaphezu kwe-100 kunezindawo zokugcina ezinkulu zangaphambili zamamitha-skwele angama-800-1000.
Engxenyeni yokuqala ka-2023, imali engenayo yebhizinisi le-inthanethi ye-Yonghui ifinyelele ku-RMB eyizigidi eziyizinkulungwane ezingama-7.92, ibalwa ku-18.7% wemali engenayo isiyonke, ngemali engenayo yonyaka elinganiselwa ku-RMB eyi-16 billion.Ibhizinisi elizisebenzelayo le-Yonghui lokudiliva ekhaya lihlanganisa izitolo ezingama-946, likhiqiza izigidigidi ezi-4.06 zama-RMB ngokuthengiswa, ngama-oda ansuku zonke angu-295,000 kanye nezinga lokuthenga kabusha lanyanga zonke elingu-48.9%.Ibhizinisi layo lengxenye yesithathu lokulethwa kwezidingo zasekhaya lihlanganisa izitolo ezingama-922, likhiqiza ama-RMB ayizigidi eziyizinkulungwane ezingu-3.86, okuwukukhuphuka konyaka ngo-10.9%, ngesilinganiso sama-oda wansuku zonke angu-197,000.
Naphezu kwempumelelo yayo, i-Yonghui ayinayo idatha enkulu yabathengi ye-ecosystem ye-Alibaba noma i-Walmart's global sourcing supply chain, okuholela ezinkingeni eziningi.Noma kunjalo, iye yathuthukisa ubudlelwano ne-JD Daojia kanye ne-Meituan ukuze izuze ngaphezu kwezigidigidi eziyi-10 zama-RMB ekuthengisweni ngo-2020.
Uhambo lukaYonghui lokudiliva ekhaya lwaqala ngoMeyi 2013 ngokwethulwa kwesiteshi sokuthenga esithi “Half the Sky” kuwebhusayithi yakhe, ekuqaleni sasilinganiselwe e-Fuzhou futhi sinikeza amaphakheji okudla ngamasethi.Lo mzamo wangaphambi kwesikhathi uhlulekile ngenxa yolwazi lomsebenzisi olungeluhle nezinketho ezilinganiselwe zokulethwa.
NgoJanuwari 2014, u-Yonghui wethula i-“Yonghui Weidian App” yoku-oda ku-inthanethi nokuthathwa ungaxhunyiwe ku-inthanethi, ekuqaleni etholakala ezitolo eziyisishiyagalombili eFuzhou.Ngo-2015, u-Yonghui wethula i-“Yonghui Life App,” ehlinzeka ngempahla yabathengi ephuma imvamisa ephezulu enezinsiza zokudiliva ngokushesha, egcwaliswe ngu-JD Daojia.
Ngo-2018, u-Yonghui wathola ukutshalwa kwezimali kwa-JD no-Tencent, okwenza ubambiswano olujulile lwethrafikhi, ukumaketha, ukukhokha, kanye nokuhlelwa kwezinto.NgoMeyi 2018, i-Yonghui yethula “indawo yokugcina impahla yesathelayithi” yokuqala eFuzhou, ihlinzeka ngemizuzu engama-30 yokulethwa endaweni engamakhilomitha ama-3.
Ngo-2018, ukuhlelwa kabusha kwangaphakathi kwe-Yonghui kwahlukanisa ibhizinisi layo eliku-inthanethi laba yi-Yonghui Cloud Creation, igxile efomeni emisha, kanye ne-Yonghui Supermarket, igxile kumafomethi wendabuko.Naphezu kwezithiyo zokuqala, ukuthengiswa kwe-inthanethi kwe-Yonghui kukhule kakhulu, kwafinyelela ku-RMB eyizigidi eziyizinkulungwane ezingu-7.3 ngo-2017, i-RMB eyizigidi eziyizinkulungwane ezingu-16.8 ngo-2018, kanye ne-RMB eyizigidi eziyizinkulungwane ezingu-35.1 ngo-2019.
Ngo-2020, ukuthengiswa kwe-inthanethi kwe-Yonghui kwafinyelela ku-10.45 billion RMB, okuwukunyuka konyaka ngo-198%, okuhlanganisa u-10% wayo yonke imali engenayo.Ngo-2021, ukuthengiswa kwe-inthanethi kufinyelele ku-RMB eyizigidi eziyizinkulungwane eziyi-13.13, ukukhuphuka okungama-25.6%, okubalelwa ku-14.42% wesamba semali engenayo.Ngo-2022, ukuthengiswa kwe-inthanethi kukhule kwafinyelela ku-15.936 billion RMB, okuwukukhuphuka okungama-21.37%, ngesilinganiso sama-oda wansuku zonke angama-518,000.
Ngaphandle kwalezi zinzuzo, i-Yonghui ibhekane nokulahlekelwa okukhulu ngenxa yokutshala imali okuphezulu ezindaweni zokugcina izimpahla kanye nomthelela walolu bhubhane, okuholele ekulahlekeni kwe-RMB eyizigidi eziyizinkulungwane ezingama-3.944 ngo-2021 kanye ne-RMB eyizigidi eziyizinkulungwane ezingama-2.763 ngo-2022.
Isiphetho
Yize i-Yonghui ibhekene nezinselelo eziningi kune-Hema ne-Sam's Club, imizamo yayo yokulethwa kwezidingo zasekhaya ithole ukusimama emakethe.Njengoba ukuthengisa okusheshayo kuqhubeka nokukhula, i-Yonghui inamandla okuzuza kulo mkhuba.U-CEO omusha u-Li Songfeng usevele uzuze i-KPI yakhe yokuqala, eguqule ukulahlekelwa kwe-Yonghui ka-2023 H1 kwaba yinzuzo.
Njengo-CEO we-Hema u-Hou Yi, owayeyisikhulu se-JD uLi Songfeng uhlose ukuhola u-Yonghui emakethe yokudayisa esheshayo, okungenzeka kuqubule indaba entsha embonini.U-Hou Yi angafakazela ukwahlulela kwakhe izitayela zokuthengisa zaseChina, futhi uLi Songfeng angakhombisa amandla amabhizinisi ezitolo ezinkulu endawo esikhathini sangemva kobhubhane.
Isikhathi sokuthumela: Jul-04-2024