Electric Business Logistics Distribution Service War

[Introduction] Since the establishment of logistics upfront capital investment, but after the completion of the logistics service quality control may be more in place of the advantages are gradually reflected.

Gege, chairman of a store (Tencent technology map)

Tencent Science and Technology Lei Jianping May 30 Report

Ali led the formation of the logistics giant without the "rookie", the business enterprise Jingdong, a shop, Tencent's electric Shang has launched the Electricity Business Logistics distribution Service war. Following Tencent's power Shang push "one day three send, evening delivery", the Beijing-East launch "Speed up" of "four-day" service, a shop recently launched "On Time", a day six send concept.

A shop chairman Gege yesterday in Beijing to accept Tencent Technology interview, said, push "on time Tatsu" service mainly because customers are very busy, can avoid customers waiting or courier to send a trip to the situation, "quasi" sometimes more important than "fast." The solution of the one shop is that the user chooses a time period and the store will deliver the goods in this time zone.

According to the plan, the first stage of a shop to do four-day delivery, the end of May on line this service, first in the North wide area launched, and gradually to extrapolate. The key to the four-day delivery is to deliver the goods within 3 hours. The second stage is June, July push six days, that is, two hours to deliver goods, a shop first in the base camp in Shanghai to push this service, and then explore the promotion.

Since the construction of logistics, this upfront capital investment, but after the completion of its own logistics service quality control may be more in place the advantages are gradually reflected. The product from the next single to send to the user in the hands of the process can be better supervision, improve the control of distribution, can speed up capital turnover, improve user experience. This has gradually become the Beijing-east, a shop, xun competition between the weights.

Gege pointed out that the U.S. electricity distribution is 5-7 days or longer, customer expectations are very low. China's electrical business began to emphasize the second day of distribution, China's electricity business at the beginning of the supply chain challenge is relatively large. The upgrading of the service also means that the threshold of competition will be further enhanced, and those vertical products, without the national qualification threshold, will find it difficult to survive.

Push "on time" to pay more

And Jingdong launched the "Speed Tatsu" similar, customers choose a shop launched "on Time" to pay an additional fee, the cost of 3 yuan to 5 yuan. Gege pointed out that, especially at night distribution of staff safety, the safety of the goods are challenged, so customers need to pay more. Of course, the launch of the "Just-in-time" service is mainly targeted at a store of proprietary goods, the distribution of the city and promised regional commitments, third party items are not included.

For special commodities such as fresh, a shop is also trying. Gege said that some fruits in the orchard when the fresh and large, but more delicate, squeezed on the road to customers may be changed, a shop is now exploring how to use a good box, so that such products are not squeezed, reduce breakage rate. For the special delicate fresh products, "on time" service will not be covered temporarily.

Store 60% orders from its own distribution, and the rest with 28 three-party logistics cooperation. Gege pointed out that China does not have a full coverage of the logistics operators can do a shop requirements of the service level, so a shop has been in more than 40 cities self-built distribution system, with thousands of people, the choice of their own distribution so that these urban customer satisfaction to upgrade 10 points.

However, a store is not a logistics company, whether its own distribution is mainly regional order density can reach the critical value. According to the idea of a shop, a site generally has 20 to 30 distribution, a distribution of a day to distribute at least 30 orders, if you can not reach this value, since the distribution cost is very high, a store will not build the logistics system in this place. The current one shop in the country has 15 warehouses, the total area of 280,000 square meters, in Jinan, Xiamen, Xi ' an, Shenyang and other cities are still siting.

It is reported that the current Beijing-East four-day delivery range is also proprietary goods. Tencent's power Shang has since last December to extend the "three-day" to the Beijing-East Base Area-Beijing, Jingdong and Xun in the distribution field of the war has been launched for several days. Relatively speaking, Gome (micro-blog), Suning is still "one day two send". A person close to Suning said that the pure pursuit of speed is not necessarily the best way, but also to consider the cost and experience balance. ”

Vertical Business-to-consumer will be harder to survive

Compared with the price war that happened in the electric business industry in the last year, the competition of electric business enterprises is more competitive. The electrical business industry is slowly moving towards health, some customers experience the bad electric dealers slowly eliminated. Electric business enterprises began to realize that the price war can attract customers for a while, but not to retain customers, shape not viscosity and customer loyalty, what is really important is the user experience.

Gege said the price war is an important tool in the competition of electric dealers, but not all of them. The user experience is the key to competition, a store has been spending a lot of effort in the background, systems, processes and so on to enhance the user experience, the process of standardized management, including to strengthen the staff training, reduce the distribution link artificial factors, so that the distribution staff to its work, the distribution area, the handover process familiar.

Thanks to the management of fine, a store claimed that the return is very low, 1 points are not, or even a few, with the "on-time" service launched, the customer returns rate will be further reduced. Gege said, because a store requires management process, very punctual, logistics and distribution costs will increase overall, but with the process optimization, customers pay the cost can cover the cost.

Although some analysts pointed out that for the Electrical appliance Business Logistics system, unless specific to the delivery speed of special needs of goods, it is difficult to support a large number of goods a day four send, not to mention the day six send. In this respect, Gege pointed out that, if the electric business enterprise supply chain management is good, fine enough, and the customer living environment belongs to the community, more intensive, these challenges can also be overcome.

It is noteworthy that Jingdong, a shop, Xun and other enterprises competing to play the service station, but also let Taobao such a platform side in the logistics of the disadvantage exposed. At present, the network shopping tide has become a part of social daily economic life, but the domestic logistics backbone network is relatively weak, seriously behind the actual still explosive growth of business needs, Taobao must solve logistics problems.

In response to pressure from the company, Alibaba board Chairman Ma Yun (Micro-BO) has led the logistics project "China Intelligent Backbone" (CSN), the first phase of investment 100 billion yuan, plans to build a 8-10-year average of 30 billion online retail sales of intelligent logistics backbone network to achieve " So that all China in any one region to do 24 hours delivery must reach.