Xue Peng, founder and CEO of Flash Technology Co., Ltd.: Positioning is a compass or compass that can help us first clarify the different stages of business development and should define the core direction and goals.

Targeting and Leading Strategy China’s Enterprise Practice Enlightenment Ten Positioning “one-on-one delivery, refusal to spell”, flash is playing a beautiful flank war

Flanking is the most innovative method in the commercial warfare. It accurately finds the contention-free zone in the complicated battle situation, finds the breakthrough point in the enemy’s position, realizes the breakthrough, and stands out.

In recent years, the same-city express delivery that provides instant delivery has become the fastest growing sub-sector in the logistics industry, and will continue to grow at a rate of 30% in the next five years. By 2020, the market size will exceed 200 billion yuan.

The rapid growth of the industry has attracted a large amount of capital and giants to enter. For example, the take-out platform cut into the instant delivery mode, such as the US group, hungry, or SF, Yuantong, etc. cut from the traditional logistics industry. As the earliest startup company that entered the track, how to find the right position and continue to develop in the competition of the giants has become a problem that has always plagued the founder CEO Xue Peng.

“Trout proposes four words ‘rejection of the list’, separating all competitors from us.” Xue Peng mentioned that in the real-time distribution field, the flash is the only one-on-one delivery. “, no service company that does not make a single order. Subsequent flashing organizational structure, resource allocation, etc. are also adjusted according to strategic positioning, such as abandoning the single business, shrinking excessive subsidies and subsidies, improving one-on-one service quality, and investing more resources in brand building. Such as inviting Jay Chou to become the brand spokesperson for the flash. Xue Peng said that this year’s flash has basically achieved profitability.

In January this year, in the data report released by the flash, in 2018, the average number of flashers in the country with more than 10 single-day orders was 9662.45 yuan, especially in November, the daily volume in Beijing was more than 10 singles. The per capita income of the flasher is 12,131 yuan. This figure is much higher than the “2018 courier group insight report” pointed out, the average salary of the courier is 6,200 yuan.

“No matter how many giants in the industry, as long as you find a place of your own, you can create unique value for users.” Tang Delong, global president of Trout Partners, mentioned in an interview.

Using positioning ideas to find a unique path, flashed a beautiful flank battle.

Here are the videos:

Deng Delong, global president of Trout Partners, commented:

New economic companies are most eager for growth, but in our view, growth is divided into three types: muscle growth, fat growth, and tumor growth. The growth of enhanced positioning is muscle, the growth of deviation from positioning is fat, and the growth of destruction positioning is tumor. At the beginning of the birth of the new economic enterprise, almost the first wave of high-speed growth, because the new economic startups usually imply an innovation, a unique positioning, attracting the first wave of customers. However, after this wave of rapid growth slows down, companies are often forced by growth pressures to cross the border, grab other people’s cakes, turn to fat-type growth, and even cancer-type growth, and only seek traffic and GMV for this quarter. The growth rate is accountable to investors. Most enterprises have reached this point, and they are not far from dying. Most entrepreneurial companies have not escaped this strange circle. The strategic revelation of flash is precisely to get rid of this strange circle and move on to the path of muscle growth.

The first part of the flash was to send a direct delivery. After the early growth, the company started to make a single copy when it expanded its business. This has entered the field of giants. In order to eat the tiger’s mouth, the flash has to burn money to make subsidies. The growth in this subsidy is tumor-type growth. It undermines the positioning of its original direct delivery. What is commendable is that the founder of the flash, Xue Peng, quickly recognized the strategic nature of the problem and was able to correct it in time.

The first step is to clarify the hidden position and answer the question “Who am I?” What is the difference between flash and other homes? The flash is only sent directly to one-on-one, and the order is rejected. This separates the flash from the distinctive areas of the other opponents. If most startups can do this, they will get a considerable amount of muscle growth by drastically reducing the user’s choice. The second step is to recycle resources, cut off the actions that cannot be strengthened, and stop all the subsidies, subsidies, and all resources to strengthen the one-to-one rush positioning; give up the operation that is ineffective or even harmful to the positioning, and the muscle type of the enterprise. Growth provides resources and motivation. The third step is to carry out the strategic matching of the interlocking and positioning, and to strengthen and position itself.

Definitive positioning and enhanced positioning will bring about two potentials for growth. After a strong positioning, the halo effect will also bring a third wave of growth: hosting other needs. On this basis, companies will do iterations and repositioning, which will be another wave of growth. This growth mode is the growth of muscle type. New economic enterprises must recognize the essential differences between the three types of growth, and have the wisdom and courage to reject the growth of fat and tumor type. New economic enterprises should pursue muscle growth. They should start with a position that they are sure of and can occupy, and take the base.Deeply cultivate, make the base stronger and stronger, and then consider extending and repositioning. Great dreams can only be achieved by constantly growing and positioning.

Principal Content Officer Li Yang Comments:

People are willing to pay a premium when they are in a hurry. Obviously, dispatch is the most profitable area in the logistics industry, and it has created a dark horse like flash. 2014 was a flashpoint in the real-time distribution industry. Many companies appeared in the year as xx errands, and some called xx. But it is not as close as the flash to solve the user’s urgent need. This year, the company has further developed a clear positioning through cooperation with Trout: one-on-one delivery, refused to order. This positioning makes it possible to stand out from SF Express and Sitong, and it is impressive in the instant distribution companies of the same kind, resulting in obvious separation. Nowadays, after occupying the first camp of the errand industry, the flash service also provides users with take-out services, etc. Its take-out business is also centered on the “one-to-one rush” positioning, rather than the traditional take-out platform. This allows it to serve merchants and consumers who have higher requirements for delivery quality and speed. This differentiation makes it able to continuously consolidate its competitive advantage and sustain healthy growth.

Video text recording

Xie Peng, founder and CEO of Flash Technology Co., Ltd.:

We hope that by targeting, more consumers will know the service mode of flash, and when they are in a hurry and need help, flashing becomes their best solution.

The competition between startups is an asymmetric competitive strategy. Here we can use the positioning idea to find some unique paths and play a beautiful flank war.

I think positioning is a compass or a compass, which can help us first clarify the different stages of business development, and should define the core direction and goals. On this basis, it can guide us in order to achieve the strategic goal path. make decisions.

How does flash look at competition

In the beginning, we actually defined the service model and standard of flash (directed direct delivery). The first stage of the process, such as entering the unmanned environment, maintained the weekly cycle ratio of more than 20% in the early 18 months. increase.

The second stage is a situation in which the crowds compete. There are a lot of companies that imitate the flash mode to participate in the competition, they also got early financing, but these companies basically disappeared in 2015 and 2016.

The third stage of the present is the stage of the giants, including SF, Meituan, and Tongda, all of which have begun to pay attention to this field. They also have some related layouts in the same city.

For example, SF Express and the US Mission, they may all have so-called first-mover advantages, capital advantages, and corresponding brand advantages. But actually, in the new business field, they used to be calledAdvantages often become their burden and burden. If we open up the territory in the new field, we must abandon the past and have the ability to rebuild a set of organizations, a set of ideas, a set of theories, and one direction.

In the process, those existing brands have to take care of the past positioning and direction. SF’s off-site business may be its main source of revenue, so the more central action for it is to optimize its internal efficiency under the traditional distribution system. For the US group, take-out is the main source of revenue at present. The service capacity building of the take-away and the improvement of the service experience are its most important aspects, and the new business areas cannot be fully invested.

In such a competitive environment, we can use the positioning theory to find a unique path and play a beautiful flank battle.

How does the location of the flash “one-on-one delivery, refuse to spell”?

Our positioning (description) is “flash, one-on-one delivery, refusal to order. Faster, better service, rush to send things with flash.”

“Rejection of the order” is a process that separates us from other competitors, because in the real-time distribution field, flash is the only service platform that “one-to-one rush” and does not make a single order.

When I first heard Trout’s strategic report for the flash, the first feeling was that it was a good one. Because at the beginning we had been doing direct delivery, the middle began to enter the field of spelling, once gave the merchant too many coupons or subsidies, this report allows us to step on the brakes in time, stop the spelling and subsidies.

Second, we have been thinking about how to quickly describe the differences and differences between us and our competitors in one sentence. I have been thinking about it for a long time, and I feel that I always need to use a few different words to make this thing clear. However, Trout proposed four words “rejecting the list” and completely separated the flash from all competitors. This is equivalent to choosing a non-contention zone. We only need to do it ourselves without using friends. PK is done at the level of detail of the operation.

The one-to-one rush to send dimension, whether it is the consumer mind, the current business scale, or differentiated services and future room for improvement, we all have a clear lead.

We have 700,000 people now, and maybe more than 2 million next year, we will have a better density distribution. The higher the density distribution of the flasher, the closer to the user, the shorter the pickup time from the response to the door-to-door service, and the faster the flasher can increase the user density after completing a single order. Grab the order on the spot.

Therefore, the efficiency of the work of the flasher is gradually increasing, and the efficiency is reduced. The pickup time has dropped from the past 50 minutes to the current 10 minutes, almost five times higher, and the connection time in the middle. And waiting time is getting shorter and shorter. After the efficiency is increased, the cost must be reduced. And this part of the space that falls, let us from the original priceStarting at 39 yuan, it has started to start at 16 yuan. The decline in the starting price means that consumers have lower thresholds to try the flash service, forming a positive cycle.

This year we have flattened the overall profitability, and the capital pressure is much smaller. Therefore, we have expanded our business scale and gradually generated the money we put into our brand building, so that consumers can clearly understand the difference brought by flash. Service capacity.

What are your operational actions around the one-to-one rush?

Targeting solves the problem of development direction. After the strategic direction is established, we will start to change from the aspects of organization and resource allocation. For example, in the past, a large part of the funds was invested in user coupons or subsidies. After the positioning is determined, we gradually shrink the subsidies, spend more money on user acquisition and frequency, improve the quality of one-on-one service, and the brand launch of consumers’ minds.

The second is the change of organizational structure. We reorganize the organization according to the new strategy, and then dismantle the strategic map according to the core strategy. How should each functional department coordinate and cooperate, including culture and vision? , values, etc., have been reorganized and re-engineered.

The third is to strengthen the knowledge and understanding of all our colleagues. We really help users solve their urgent needs, while helping the flashers to generate income, helping a large number of groups to solve employment problems. More importantly, our flashers provide services to consumers through his honest work, and they also receive positive recognition from consumers. Therefore, the flasher will be more proactive, and each job will do more work than expected by the user. For example, after the flasher sends the file to the user’s home, the user will drop the garbage by the way, and we receive a lot of such user feedback. In the training and management process of the flasher, we put forward a slogan, “deliver with kindness”, to guide the flashers to better realize their social value.

How to grasp the strategic rhythm of the flash

Commercial competition is often not defeated by competitors, but the problem of giving mistakes to competitors. Positioning can help companies to avoid detours, continue to move forward in the right direction, continuously strengthen their competitive advantages, and through the accumulation of time, through the accumulation of various battles, form a leading position in the industry, after establishing the base area, Continue to open up the territory.

Only after a position, that is, your base, you can tell what you are going to do and what you can do. The current flashing position is very clear and the space is big enough. We only need to do one thing, that is, stick to our positioning, and then grab the market as soon as possible. We must insist on putting all resources on a single point and make this single point deep. , make the service better and faster.

After having a base, what are the similar needs of consumers, how to do the corresponding expansion of the demand side, etc.Wait, in fact, they are all issues to be considered later.

In this process, I feel that positioning ideas will play different roles at each stage. It is a process of continuous evolution, not a one-step thing. We will make different adjustments and adaptations at different stages along with the company’s development process to find the direction and path that really suits the enterprise at each stage.

How to rate the Trout China team

The competition is starting to get more and more complicated. In this competitive environment, how to set aside the clouds and see the mind can play a very important role, which is also the background of our choice of cooperation at that time.

Of course, there is also a good endorsement of trust – Yang Haoyong’s recommendation. Trout helped melon seeds to be used in the field of used cars in the field of used cars, becoming the leading company in this industry.

My impression of Trout, the overall team style is more nice, more professional, and has a corresponding research methodology. When the cooperation agreement was signed, interviews were conducted with the executives throughout the day in the morning and afternoon. The interview was completed and the contract was signed. After signing the contract, everyone is taking a break and celebrating. Please have a meal together. As a result, because they want to sort out a set of styles and positioning as soon as possible, their team finally chooses to hold the meeting late into the night to continue discussing this. project.

Their professionalism, I feel that it is the same as the startup company. Without such efforts and efforts, it is difficult to achieve the ultimate in any business. This kind of professionalism is a necessary condition for doing a good job of the project, doing a good job, and doing a good job in the enterprise.

Blessings for the 50th anniversary of the birth of positioning theory

Congratulations to the Trout China team for choosing a very meaningful career, and also wishing that Trout can help more outstanding companies and create more business miracles.

Blessing positioning theory can develop more and more vigorously.