Can the open model be once and for all?

Major electric companies eyeing the 3~6 line market, competition and the atmosphere of the fight finally in a rather grounded form of the appearance-brush the wall.

As early as last year, the Internet has been on the farmer's home on the big wall brush out "life want good, hurriedly Taobao" slogan. In addition, Dangdang's "fellow to see the villagers, shopping to when", Jing Dong's "Wealth by Labor, thrifty to Beijing East" and other brush wall slogans are permeated with rich local flavor.

"For the new customers who brush the wall, if the local logistics and services do not do in place, it is to smash their own brand." "Some of the business managers to the" First financial daily "reporter expressed their concerns.

And this behind, in the enjoyment of painting the wall of this form of advertising to bring influence before, each big electric business enterprises need to first for its logistics buy a list.

Problems in the countryside of self-construction logistics

This round of the countryside brush the wall, Jing Dong is definitely the most high-profile one.

Jingdong Mall's official micro-blog recently issued such a paragraph: "can go abroad, but also to the countryside; tall up into the New York Times Square, grounding gas can be painted across the rural red brick wall." "And with two photos: One is a huge advertisement in New York Times Square, while the other is a slogan painted on the walls of farmers ' houses with a red background and white paper.

According to the Beijing-east, the project began 2013 years of the Four Seasons, the basic completion of this March, has now landed in 145 cities nationwide more than 8000 painting wall ads.

At the same time, Jingdong in early 2014 in the seven major areas of the country a total of 165 cities in the billboard, of which three or four-line city ratio of 90%, 35 cities in the public bus advertising, of which three or four of the urban proportion of 60%.

And behind this, in the Internet urban population dividend gradually disappeared today, the channel sinking competition for 3~6 line market becomes the top priority of the electric business giant.

2013, Taobao "National County Area Network Development Report" shows: 2012 county-level per capita net purchase 54 times, more than one or two lines of the city's per capita net purchase 39 times. Accordingly, the county area per capita net purchase amount also surpasses one or two line city. In the same period, McKinsey's data showed that 39 of every 100 yuan consumed by consumers was added to the new consumption, while in the area below three or four, the new consumption amounted to 57 yuan.

It is worth noting that, due to the underdeveloped retail and the lack of product brand supply, product rich become a lot of 3~6 Line City consumers participate in the driving force of online shopping, but also to the electric business enterprises to bring huge imagination space.

However, for online shopping, 3~6 line of the city's logistics has always been unavoidable problem, after all, today's appliance chain giants still can only sink to the four-line city, really involved in the rural market few people.

In the industry, the one or two-line city insists that the logistics distribution is the key to the success of the 3~6 line city.

In the new district of the distribution business expansion, the Beijing-East launched the pioneer station model. Through the selection of Jing-dong distribution System staff, to carry out a centralized business, management training, so that it is responsible for a county and county distribution work. Many distribution staff can be responsible for their own home county, the distribution station and management work. And these distribution station staff, not only shoulder to fill the Gap counties distribution and sales work, but also provide door-to-door pick-up, new, cod, such as a series of value-added services.

"Using the first half of 2014 years 5 months of time we further expand the Beijing-East self distribution system, has covered the country 60% counties and more than 75% cities nationwide." Up to now the country has completed the new and put into operation Pioneer Station 135. "Jingdong Mall CEO Baidu explained.

Can open mode be once and for all?

Compared to the High-profile Beijing-east on the wall, when it is not willing to talk about the brush wall.

"Just the occasional brush." When the specific operating goal for the channel sinking is to require 2.5 times times the number of customers in the second line below the city. "Dangdang Senior Vice President Yao Dan told the first financial daily reporter.

As China's first wholly based online business, listed in the United States on the company's Web Mall, when the same when the. Just along with the only products, Poly-Mei excellent products, Beijing-east and a series of electric business enterprises have listed, 2010 years in the stock market, a solo show when the present performance is not so eye-catching.

But this does not seem to hinder the appetite for logistics distribution. Compared to Jingdong Mall to raise money for the "Asian number", Dangdang recently put into use in Tianjin Storage Center was named "Galaxy 1th." It is understood that the storage center covers an area of more than 460 acres, the total planning of warehousing 200,000 square meters.

"When the pattern of the past year has proved that openness is better than closure, cooperation is better than competition, and the open synergy between the electric business and the logistics industry is the general trend." Dangdang will further give play to the advantages of this model, to achieve faster than the construction of logistics step, accelerate the expansion of the broad three or four-line market. Yao Dan insists that when the logistics model of "warehouse self-built + inter-city cooperation with City" is more advantageous than the self-built logistics.

According to when the disclosure of information, inter-city logistics, Dangdang's Open Alliance strategy to adhere to the "Ning tube a company, regardless of a pilot", using a three-way logistics partners, such as hundreds of thousands of of the courier team, in 2013 to achieve 30 people to implement nearly 100 million packages of operation. At present, Dangdang Logistics distribution cost is 30% lower than the cost of self-built courier. In the first-tier cities, Dangdang logistics cost per single does not exceed 4 yuan.

In the Zhiyu of Dangdang, vice president of the city, the full load rate of the national fixed bus is the core index of the cost. Jingdong Volume if we do 1800 cities nationwide, full load rate is 20%, the equivalent of 80% are empty, this is to burn a lot of silver.

And Baidu before this explanation is, Jingdong will not consider the logistics cost can control, now the main way is to encourage employees to return to their hometown of 3~6 Line city for entrepreneurship, the income and order number of the hook to mobilize the enthusiasm of the salesman.

BEIJING-East prospectus information shows that the next 3 years, Jingdong will invest 1 billion ~12 billion dollars continue to increase logistics construction, the goal is to make the country's vast county, rural users can also enjoy the convenience of online shopping.

However, to abandon the system when the need to constantly answer the same question is, how the third party Express company to control, to ensure the customer's logistics experience.