Deep reading: How does the Internet reshape logistics?

In the 2014, the term "internet thinking" has been abused by various major areas, in the face of all kinds of spit, I think that look at the problem is divided into two, the word is not wrong, wrong in the use and application of the mentality and starting point. If it is to cheat, it must not have much value, and not long-term, if you use such thinking to cross the boundary, and landing application, it will certainly bring inspiration to each field. I once said: the more traditional industries, the Internet today, the more business opportunities. Of course, logistics is no exception!

Take stock of the Internet business: Retail + Internet = Electricity quotient, finally developed to O2O; finance + internet = Internet finance; brand + Foundry mode + internet = Millet mode; traditional manufacturing + internet = Haier new mode; traditional education + internet = Internet education; logistics + Internet What will it be? This has become a topic of concern. Just Myself (micro bo @ Huanggang-Logistics and supply chain) in the logistics field rooted in the 13, at the same time the Internet and logistics combined for 4 years, so today, the use of Cross-border thinking and exploration, how to use the Internet thinking to think about the business opportunities of the logistics industry.

First, you must pay attention to the logistics front-end business changes, read the trend of Internet business

Over the past 10 years, the development of E-commerce, the traditional Chinese logistics to promote the fast lane, today, Beijing East, Ali and other enterprises are listed overseas, logistics become its valuation plays. This is why Liu always stressed the core value of Jingdong logistics, which is why Ma Yun will be listed in the first year (2013) high profile start rookie Logistics platform key internal cause, logistics for large-scale platform electric business enterprise has the self-evident strategic value.

From another point of view, the real service to the electrical business logistics enterprises, but the lack of awareness of the value of the industry. Many of the operators of logistics enterprises are in the passive service role, from the operation to obtain a meager profit, such enterprises are typical of the head to work thinking, the lack of looking at the sky Business vision. Let's take a look at 2014 years of industry change:

1, express volume changes: When the logistics enterprises to see the number of parcels from 2012 to 5.7 billion, 2013 9.2 billion changes, 2014 may be more than 12 billion trend, only to see the changes in volume, did not pay attention to logistics front-end business changes.

2, the change of logistics demand: once many enterprises in the service of contract logistics (business-to-business) business, the electrical business of the demand for logistics; When the logistics enterprises compete for the demand of the logistics business, O2O and C2B come. Facing the Beijing-east, Ali, Suning O2O layout, in the face of Haier, millet c2b trend, shun Fung, Japan and other companies have already begun to layout this market. Traditional logistics Enterprise, do you know the value point of the next service? Especially those who continue to play the contract logistics business.

3, Logistics carrier changes: The data show that the 2013-year high speed road freight car flow compared to the last year, 2–5%, semi-trailer sales decreased by 27%, while the three-way, Shun Fung, such as the flow rate increased to 50%-100%, Shun Fung's aircraft reached 34 (its own total cargo up to 15), Pettibone and other less-than-truckload business increased by about 40%. All these basic data can see the change of the whole logistics industry.

4, logistics upstream business changes: 2014 business has upgraded from the industrial thinking to the internet thinking. From the point of view of supply chain, the supply chain model of the major industries in the 2014 is facing new changes. Traditional industrial thinking is mass production products, from different channels penetrate end consumers, channel supply chain is selling inventory mode; the 2014 Internet business has been from O2O experience to C2B customization service, traditional mobile phone mode to C2B millet mode, Traditional home appliance model to Haier's Internet transformation DIY mode, the traditional Detroit car model to the Tesla production car model of Silicon Valley, all Internet industries, will be the C-end drive as the core, with information replacement inventory, subversion of the traditional business model, of course, followed by the transformation of logistics service model.

The new Internet business, driven by the personalized custom of consumer +O2O experience, this will lead to small batches, many batches, high-frequency logistics services demand, business-to-business logistics services will be lonely, followed by the Express, less-than-truckload demand increase, to create such a logistics service system, must be a platform for logistics enterprises in the spring.

Therefore, logistics upstream business because of internet thinking and accelerate the development of logistics enterprises if not rapid transformation and innovation, the market is relentless.

Ii. the business opportunities brought by the Internet thinking to the logistics industry

Since the more traditional industry, in the Internet today, the more business opportunities, of course, logistics is no exception! Then what are the business opportunities for the Internet of logistics?

1, the Internet of logistics platform, ushered in new business opportunities

I have counted ten Chinese logistics platform, including LTL logistics platform, Highway port platform, Express platform, the last kilometer platform, Logistics park platform, logistics capacity resource platform, logistics network business Platform ... From different angles to analyze the future platform development of commercial value, in fact, these platforms are never isolated, superimposed on the composition of China's logistics business ecology.

China's logistics platform for 2014 years has begun to take shape, but the platform of the commercial format has not yet formed, logistics platform business model is also relatively traditional, how to transform the management thinking?

Logistics platform should consider Alibaba mode, millet mode, 360 mode:

1 Logistics platform Enterprises should learn Alibaba ecological model, do not earn upstream and downstream of the money, from the platform to extend the data, finance, flow, marketing and other commercial value, in fact, the logistics platform to deal with the capital pool is large enough, the value of large data is also obvious, Alibaba let with many small and medium-sized The same logistics platform will also drive more small and medium-sized logistics enterprises.

2 Logistics platform Enterprises should learn millet mode, mainstream products, mobile phones do not make money, OEM and outsourcing Foxconn, spare parts and value-added services is its main profit channel. Similarly, the logistics platform should be upstream and downstream integration model, their mainstream goods or services do not make money, extended service is an important way to profit.

3 Logistics Platform Enterprises should learn 360 mode, that is the free mode, when Jinshan, Rising, Kaspersky, 360 free mode to launch, so that the entire anti-virus market subversive changes, and today there is the antivirus software, this subversive thinking, can absorb a large number of users, This leads to another commercial upgrade.

2014 today, there are enterprises launched the Internet fleet, the integration of the Internet Logistics Park, the Internet logistics trading platform, and the United States taxi software Uber began to apply to the logistics field, all of this is the Internet model into the traditional logistics business model, contains this important commercial potential.

"Summary" The Internet is open, no marginal, no time and space constraints, logistics platform must be open thinking to play innovation. Business model Change is the best opportunity when technology cannot be upgraded again or it is not easy to promote innovation in the logistics industry. The use of Internet business thinking infiltration logistics, the commercial value here will be a geometric level fission.

2, the logistics industry fans-economy, the logistics industry brings new value

This March, in Chengdu and Gain express general manager yang Depth of communication, we have a resonance, today's logistics enterprises are holding golden begging to eat. How to understand? Logistics Enterprises as party B, through the provision of logistics services to obtain a meager profit, in fact, logistics as a commercial access, has significant marketing and data value. This is the only way to face customers in the internet era, in the premise of ensuring information security, here contains this significant data analysis and precision marketing value, the logistics industry is the accumulation of the value of fans far beyond the ordinary people expected.

To express, the 2013 National Express parcel Number 9.2 billion, China's online shopping crowd of more than 400 million, the 400 million network name of the geographical location, shopping frequency, shopping preferences can be analyzed and mined through the logistics angle. The game of the fan economy of the logistics industry:

1 Integrated logistics users of the fan economy, through the micro-letter or app to provide customers with tracking services, and ultimately access to user information, to achieve precision marketing, this aspect Shun Fung, best logistics do very well, but also accumulated a large number of users of the use of express fans, to get a good experience at the same time a large number of users gathered. Will express the C end user (member) and the Electric platform platform integration, this is a typical shun Fung fast transport + Shun Fung optimization mode.

2 new marketing functions, logistics end of the data will hatch out of the new marketing function, once with the Shaanxi landed with the enterprise yellow vest high-level exchanges, they define the end of the landing with not only good logistics, but also marketing is the job. With Chengdu well-known logistics enterprise Ant Logistics Chairman Li Lang Communication, Li Dong said the ants through moving into the mouth infiltration every community, every family, through logistics for the channel to successfully promote directory-type marketing, master each community of large data, the ant from the logistics perspective profit is not optimistic, However, it is a big strategy to extend the whole supply chain through logistics, promote the Test experience and promote business.

3 Tob fan economy, say that the fan economy is the TOC service, in fact, Tob fans have the potential of the economy, if the enterprise can integrate the major party (logistics demand side) of the needs and concerns, help to create a high level of service for party a valuable platform, which will bring a large customer viscosity. May I was in the field Logistics Group training to mention this thinking, the high level of Daejeon is very inspired.

4 The largest logistics industry fan platform, I would like to omit this link, because to build the country's largest logistics industry fans platform, it is my business secrets. All business cooperation in the logistics industry is made by people, different levels of logistics people's business needs vary greatly, the need to subdivide different populations, in essence, is a kind of fan economy services, facing 720,000 of the logistics demand (as of June 1, 2014) has a significant commercial value, here is not to elaborate.

"Summary" Logistics is facing the C-end users an important link, to jump out of the traditional logistics thinking to think about the value of the fan economy, perhaps one day, is sending express free, it will be another revolution in the logistics industry. Let's not be surprised, the important point of Internet thinking is the free economy.

3, information flat, to promote industry supply and demand and operational monitoring platform

The value of the Internet, especially the rapid development of mobile Internet, is that business communication, trading becomes more and more easy, convenient, efficient, safe, e-commerce development today, we can personally experience. When the Internet and mobile Internet into the logistics industry, what will bring about the revolution?

1 shippers and carriers of the transaction will be more and more flat, of course, leather off the information intermediary Ox's life, not 1:30, because the next generation of freight yard cattle, they also in the Internet. No matter how the information access through, to the healthy development of the industry must play a good promotion. 2014 The first will be a taxi mode into the logistics of the "Road Song Yard" is a very important example, he will be the 2014 logistics industry an important benchmark for Internet.

2 Monitoring and management more and more visualization, May G7 platform launched the world, this will be the implementation of logistics Operations data visualization monitoring, so that the first line of information and backstage monitoring completely flattened.

3 The integration of the platform of Highway port and Logistics Park will also promote the development of information flattening.

4 the supply and demand of logistics personnel flat, China's logistics industry, the only new media platform of logistics to point to smell, May launched a free service, is to help enterprises to 720,000 people to release the industry recruitment information, through micro-bo, micro-letter synchronous coverage of the entire industry, adhere to one months down, successfully help dozens of enterprises to find more than 40 industry talents , the Internet's thinking thoroughly will the logistics industry supply and demand information flat, this is only the first attempt.

"Summary" logistics business information flat, this must be the industry trend, and will certainly hurt the traditional mode of interest, is the so-called new business is the emergence of the old business subversion, Bupobri.

4, public financing mode, the development of logistics industry brings new thinking

The use of the Internet in the field of public-chip mode to the logistics industry, which will have a variety of imaginary space. Whether it is the capital of the public or the resources of the public, will bring great imagination space.

1 The capital of the public, you can think of the Internet field of 3W coffee mode, is a typical use of Internet thinking to raise the industry, the formation of a commercial platform. In fact, the logistics industry platform thinking can be referred to the 3W coffee model, which for the logistics industry capital, resource integration brings a lot of imagination space. The front of the façade integration is the capital, the background is the integration of resources, the final integration of the business.

2) Capacity integration, this low-level point of play is a courier, LTL franchise mode, the new socialization capacity integration is the rapid rise this year, because the layman does not understand the logistics industry unspoken rules, and quickly be "put out" of "everyone Express." Mode is not wrong, wrong in business thinking and business strategy. The integration of the capacity of the public will bring great business opportunities to the current logistics industry, some in the wait-and-see, some have been trying, the industry development of the new long road, there will be a lot of blood and tears.

"Summary" public financing mode is not new in foreign countries, in the domestic market, especially in the logistics industry, has a huge trial space, it is worth exploring.

5, new logistics marketing, logistics new media usher in new business opportunities

In May, a logistics enterprise executive gave me a slot, said that the current logistics is becoming more and more difficult to do, customer requirements more and more picky, more difficult to operate, to learn from me. I asked, do you know your client? Do you know your customers ' needs and puzzles? Do you guide your customers, are they in your fan group, or are you a big fan?

The marketing of the logistics industry will face new changes, based on the Internet thinking Marketing will transform the traditional logistics marketing model, Internet marketing master Du Zijian once said: "Content-driven products," the era has been fully arrived, especially in the field of mobile Internet, an excellent editor-in-chief enough to reach 100 outstanding sales representatives. Logistics industry marketing ideas must face a new transformation, who has mastered the logistics industry's most influential and most valuable fan group, who will be the largest marketing platform. At the same time, marketing methods must adopt the Internet thinking, experiential, interactive, case-style become the mainstream trend.

"Summary" internet thinking to promote the changes in the logistics of new marketing, when your thinking does not keep up with the customer's thinking, your marketing is doomed to failure, the new era of logistics marketing, must be from the thinking of the customer, so you can grasp the business opportunities.

Third, the future of the logistics of the results of the internet is what?

After reading a comprehensive text, many friends will ask, the future of the logistics of the Internet, the entire industry will become a controversial business? So it is necessary to simply integrate the previous description.

The future of the logistics of the Internet will be:

1, free economic and economic appearance;

2, flat information access will be thoroughly opened;

3, fans of the economy and flow of thinking will become the next profit point, rather than through the logistics operation of profit;

4, social marketing and large data-driven precision marketing will be the mainstream trend of future logistics marketing, fans have the world;

5. The change of business model will be a new innovation on the basis of technological innovation.

6. The thinking of the public, the thinking of the platform, the thinking of the trans-boundary integration will bring new commercial value to the logistics industry.

Summary：

From the industrial society to the Internet Society, has spawned many business changes. Logistics as a very traditional industry, in the Internet today, the new Internet thinking will give the logistics industry development and change to bring a lot of imagination space. Today's logistics entrepreneurs, not only to operate well, but also to keep abreast of the Internet society, business rapidly changing, only control the "small step run, express iterative" thinking, can maintain the industry's development opportunities to peer.

2014, in China's logistics industry can obtain such business opportunities of enterprises must be those who walk in the forefront of innovation enterprises, are those who dare to leather their own lives of enterprises, opportunities before everyone is equal, see the opportunity is not necessarily the biggest winner, the real business form is made out. Today, you can not focus on the new business, you can not cross-border thinking mode subversion, but the mobile interconnection is indeed quietly changing our lives and business. When you find that you have been left behind, it is too late, the Internet society, is not in accordance with the normal business thinking development. Use the industry's words: the advantages of the trend, embrace the trend in order to win in the future.

(Responsible editor: Mengyishan)