Looking for a changing moat
? ID：business-data school (id: business-data)
Author | Huang Xiaoyi
Edit | zhou wenbin
"The rookie will not hesitate to subsidize, but also make home delivery."
At 10 o’clock in the evening, Fang Kai (a pseudonym), the owner of the post, was still sorting out the express mail. One week before the pre-sale of the Double Eleven, he told the Business Data School that two days ago, he had just been called to talk by the city manager of the station, and the main purpose was to persuade him to participate in the "door-to-door" activity of the station.
"Be a carrot and stick to me. Soft told me that door-to-door delivery can make the station earn more; Tell me hard that if I don’t do it well, I may turn off the system use right of the station in March next year and let the capable people do it. " Fang Kai was finally persuaded. "It is said that this area called me a post station to go to the meeting, probably because I wanted to try it from me."
Fang Kai was told that the courier subsidy for home delivery will fluctuate according to the number of pieces delivered. "If you complete 80% of the target quantity, there will be 1.80 yuan (single piece), and the highest can be 2.50 yuan, but only from November 1 ST to 20 th, and then it will be restored to 1.20 yuan."
One dollar and eighty cents. What’s the concept?
Every time the courier delivers a courier to the post, he has to pay the post 3~5 gross, and the specific amount is negotiated by the post and the courier, which is also the main income of the post. 1 yuan’s subsidy of 80 cents directly increased the revenue of single express delivery of the post station by more than 4 times.
If you make money, someone will do it Now, Fang Kai has quickly recruited a full-time long-term employee who will be responsible for door-to-door delivery.
▲ The picture comes from the Internet.
The double eleven has not yet arrived, and the logistics preparation has been quite hot.
On October 10th, the online rookie will set up "Rookie Direct Delivery Technology Co., Ltd." in double 11, specializing in express delivery. Although the rookie official later denied this rumor, it announced on October 10 that this year’s Double Eleven will be the most vigorous implementation of "door-to-door delivery": the rookie direct delivery and joining the station will be the main transportation capacity, and 100,000 short-term workers will be employed. All Tmall and Taobao Express can make an appointment for door-to-door delivery. As early as the rookie open week in July this year, rookie CEO Wan Lin took "home delivery" as the top five tasks of rookie this year.
The debate about "whether delivery should be delivered to the door" has been endless in the past two years. Last year, the news that "an old man died suddenly while carrying heavy objects by himself" also caused a lot of discussion.
The "Provisional Regulations on Express Delivery" is also final, requiring that express delivery should be delivered to the receiving address. Face-to-face acceptance is the right of the recipient, and it cannot be stored at the storage points such as post stations and express cabinets without permission.
Although JD.COM, SF Express and Tmall supermarkets have all implemented door-to-door delivery, rookie has officially joined the ranks since last year. However, because the express delivery volume is always much higher than the number of couriers, there are many chaos in the terminal delivery link with "outsourcing couriers" as the main force, and a large number of express mails are delivered to post stations and express cabinets without notice. Just in September, SF also posted a hot list for several days because of the news that a mobile phone with a value of 11,000 yuan was lost in transit and only paid 1000 yuan. A few days later, SF announced that "if it is delivered to the door, it will be paid if it is not delivered".
The last mile of logistics industry is not only forced by industry trends and supervision, but also adapted to the service competition between long-distance logistics and instant delivery.
However, for logistics companies, strengthening the distribution service of terminal logistics is only one of the means, and more hope is behind it to incite "supply chain management", so as to earn more service fees from merchants, and further deepen the service binding between e-commerce platform and merchants.
The logistics war, to some extent, is also the embodiment of the further fierce competition of e-commerce platforms. In this special double eleven this year, "rolling up the service" has become a consensus.
01
The last mile is the farthest distance?
"Hello, I left your courier at the rookie station, please take it." Liu Yi (a pseudonym), the courier brother, is moving a piece. For the customer who delivered the note to the door, he made a phone call to communicate the situation. "Because of the epidemic, it is now contactless delivery. If it is to be delivered to the door, I can only deliver it to the door of the community, so in contrast, they are willing to let me put the rookie station."
"door-to-door delivery" is the most subtle terminal blood vessel of logistics, which has always been full of obstacles.
"If it is delivered to your door, it will be too much trouble." Liu Yi said, "Now the courier brother is short of manpower. One person has to send so many couriers a day, and it is impossible to connect."
Liu Yi can deliver 500 to 1,000 orders a day, most of which are delivered to the post station near the community. One order pays 40 cents for the post station, and its own income is about 50 cents. "We don’t have a basic salary, and we rely on the single quantity. The monthly salary is almost 8,000 yuan. When it is more, it can be 12,000 yuan, but it will be a month after 8 o’clock in the evening."
For couriers, the improvement of door-to-door service has not brought about the improvement of their unit price, but has reduced the efficiency of sending orders.
The courier end has been difficult to break through, so the "last mile" delivery task falls on the post station.
Mr. Chen, who has joined the station for three years, told the business data school that this new activity of the Double Eleven was more developed for the station. "We received the notice of the activity in the system. If we want to participate, we need the station to deliver it by ourselves, not the courier brother."
▲ The picture comes from the Internet.
Lao Chen explained that in the past, according to his own situation, the number of daily home deliveries was set, and 10 orders could be delivered in one hour, and a single subsidy was about 1.8 yuan. He once hired a part-time delivery for a short time, and delivered it for half a day. The last month’s salary was 3,200 yuan, which was basically offset by the subsidy. During the Double Eleven period, the post office wanted to participate in the activities, which could not be delivered at all. It was troublesome to hire people and could not earn too much. "It is better to keep your own small post office."
As franchisees, many post stations are individual shops and couples shops, but there are still some problems such as shortage of staff and limited professionalism. The promotion of their services depends entirely on the subsidies of Tiantong and Taobao.
But this is not a problem for the rookie family. At the end of the distribution, whether it’s Fengwang by SF Express, Crowdsourcing by Dada by JD.COM, or a rookie’s post station, it is spread out at a lower cost and faster speed by joining, outsourcing and crowdsourcing.
On the whole, the courier is too busy to deliver the goods to the door, and the post station has no cost-effective delivery. The whole thing seems to be caught in a strange circle here, but it is not without breaking points.
According to this year’s subsidy, Fang Kai’s post office currently stores 800 express deliveries every day, and Tmall and Taobao express deliveries account for 30% of them. If all of them are delivered to the door, a single subsidy will be 2.50 yuan, and an extra income will be 600 yuan every day.
"I plan to give most of the subsidies to the newly recruited employees and earn a few cents myself, otherwise no one will do it. And for me, subsidies are not the most important. " Fang Kai explained that the profit of the express delivery fee is far less than that of the delivery, and the receipt can earn 3-5 yuan, which is three times that of the delivery.
"According to the rookie, the most difficult thing for us to deliver goods to our door is to maintain the building code, that is, to divide the express delivery according to which building, which floor and which number in which community, and then send it in groups, which is almost there." Fang Kai told the Business Data School, "And what makes me very confident is that the rookie said that if no one receives it, they can put it directly at the door of the owner. As long as they scan the electronic free bill and take the house number, they will lose all the pieces."
As the only "invited" post station in the whole area, Fang Kai also saw more "small abacus" of the rookie.
Through door-to-door, the post station can take the initiative to approach the residents and serve them. After establishing a trust relationship with each other, "the income from receiving a single order is 3~4 yuan, which is three times that of delivery. Moreover, anything can be done with customer resources, such as the strongest post station here, which relies on group buying for hundreds of thousands a month. "Fang Kai added.
When the rookie station in the community really becomes a convenient living point, the rookie station can expand its business, seek more service space, and use community resources to develop projects such as receiving goods, group buying and laundry. Not only is there no need for subsidies, but there is even extra "commission" income.
The last mile of business has great possibilities.
02
C-end chips are cashed at B-end.
What is the end delivery grab?
Fang Kai told the Business Data School, "This activity is to catch Taobao’s own users. The express delivery of other e-commerce platforms is put in our station, and we don’t send it. We only send Tmall and Taobao. This is the best publicity. " In addition, the last mile, as the end closed loop, is a supplement to the full link service, which will also affect the choice of platform and logistics for merchants.
This conclusion is also supported by data. Wan Lin shared at the rookie open week in July: "The data shows that direct delivery of rookie has become the TOP3 reason for users to choose Tmall. Consumers who have experienced direct delivery of rookie have increased their repurchase rate by more than 30 percentage points."
It can be seen that this year’s double eleven rookie’s massive door-to-door activities are actually limited to Tmall and Taobao Express. Therefore, in essence, the last 100 meters of express delivery is not only the competition of express delivery, but also the service dispute, repurchase dispute and data dispute of e-commerce. Because the last 100 meters increasingly affect consumers’ decision-making, it has become the focus of competition between e-commerce platforms and logistics.
Of course, express delivery companies also have more practical interests, and the "volume service" is ultimately to compete for the supply chain warehousing service behind the merchants.
The so-called supply chain warehouse allocation mainly means that logistics companies realize full custody through digital supply chain management system and warehousing and distribution facilities. Merchants only need to put goods in storage, and the platform is responsible for the whole process from ordering, goods delivery, transportation, distribution to receipt. For medium and large businesses, it is also possible to distribute goods in advance through sales forecast, so as to realize nearby warehousing and delivery, improve turnover rate and arrival time, and reduce costs.
▲ The picture comes from the Internet.
Through the improvement of the end service quality to the whole link, the courier company will have more chips to win over the B-end customers.
At present, supply chain service has become the core income of logistics leaders.
According to the forecast of Zhuozhi Consulting, the market scale of integrated supply chain logistics service industry will increase from 2.0 trillion yuan in 2020 to 3.2 trillion yuan in 2025.
According to the financial report data, in the second quarter of 2022, JD.COM’s revenue from providing integrated supply chains to customers reached 20.2 billion yuan, accounting for 64.9% of the total revenue; The rookie’s latest financial report shows that the income growth comes from the logistics performance solutions and value-added services of domestic retailers; SF Express’s 2022 semi-annual report shows that its supply chain and international branch revenue reached 47.545 billion yuan, accounting for 36.5% of the total revenue, up 440.87% year-on-year.
The vast market, amazing revenue capacity and the market share of the international supply chain can be said to be a new blue ocean of logistics.
In order to compete for this mineral deposit, JD.COM, Shun Feng and the rookie Eight Immortals crossed the sea, showing their magical powers.
As early as 2013, JD.COM started to build its own logistics team, and firmly grasped the warehousing. As of June 30, 2022, JD.COM has operated more than 1,400 warehouses, with a total management area of about 26 million square meters. Based on this, JD.COM started intelligent warehousing early, and took the lead in launching the next-day and hourly goods zones, which enabled e-commerce to compete with local life delivery.
JD.COM’s supply chain customers cover six major industries, namely FMCG, household appliances and furniture, clothing, 3C, automobile and fresh food, and continue to "cultivate" from the head to the waist of the industry. This year, it continues to develop package supply chain services for eight sub-industries, including wine, snack food, maternal and child, and beauty. Among them, FMCG is the industry with the highest proportion of income in JD.COM’s external integrated supply chain.
In September, JD.COM also reached a cooperation with Dongfang Selection to provide integrated services of flexible conversion between single warehouse and multi-warehouse modes, sales forecast, intelligent replenishment and capacity matching, warehousing and acceptance.
SF, as an old-fashioned quality service provider, is the largest cargo airline in China, with aircraft size, number of routes and various heavy assets of pilots that are difficult to surpass in the short term. At present, SF’s business has expanded to the logistics sectors such as time-limited express delivery, economic express delivery, express delivery, cold transportation and medicine, express delivery in the same city, international express delivery, international freight and agency, supply chain, etc. By the first half of 2022, the number of active monthly corporate customers had reached 1.75 million. In the construction of supply chain, SF Express is also finely customized according to industrial manufacturing, commercial circulation, agricultural products (000061) upstream, food and medicine cold chain, international trade, local life and other fields.
SF is an "old giant", JD.COM has the first-hand advantage, while the rookie has the advantage in the e-commerce market. The Tmall, Taobao data and merchant resources held by the rookie have become the key help for its involvement in the market.
Under the M2C trend of the whole Amoy Department, the rookie backed by 1688 factory resources cut into the white brand factory earlier and took the lead in transforming the supply chain of the industrial belt.
Domestic factories mainly appear in the form of industrial belt clusters, and transforming industrial belt warehouses can release higher efficiency and vitality. As of July this year, Cainiao has opened 70+ Cainiao production warehouses in 30+ industrial zones, and 80% of the industrial zone factory parcels sent from Cainiao production warehouses can arrive every other day. The average storage cost of warehouse merchants is reduced by 30%, and the inventory turnover rate is increased by 20%-60%.
Take the mobile phone case industry in Dongguan, Guangdong Province as an example. Merchants can directly move the production link into the rookie production warehouse, and store the semi-finished product "clear water case" in the warehouse. After the consumer places an order to select a specific painting pattern, the manufacturer completes the final painting process in the warehouse, avoiding blind production and reducing inventory through personalized customization, which not only can reach the next day, but also makes it possible for the mobile phone case to be "4 pieces and 8 packages".
Integrated supply chain is the iteration and reengineering of the whole commercial logistics process, and it is also the key match point for JD.COM, SF Express and Rookie in the second half of logistics.
Whether it is the last mile of service enhancement or the deepening of the value of the integration of supply chain warehouse and distribution, the logistics industry has been upgraded again.
– FIN –
Nancaihao creator of the year 2021
Netease Technology Top10 Author in 2020
Top 10 Influential Creator of Titanium Media 2021
Top10 Author of Sina Technology and Finance in 2020
Received Baidu Baijia Kunpeng Plan, Tencent Stars Plan and Today’s Headline Qingyun Plan for many times.
This article first appeared on WeChat WeChat official account: Business Data School. The content of the article belongs to the author’s personal opinion and does not represent Hexun.com’s position. Investors should operate accordingly, at their own risk.
(Editor: Zhou Wenkai)
