Self-mention model: E-commerce community in a big "tasteless"

Following the Beijing-Dong good neighbor, SF preferred to open the community "Hey shop", No. 1 store also announced a strategic cooperation with the whole family to provide order packages in Shanghai 300 home convenience store parcel service. At this point, most of the domestic first-tier e-commerce providers, including JD.com, Lynx, Suning, Dangdang, Amazon, SF Preferred and No.1 Store all launched their products. For a time, self-service seems to have become a "standard allocation" of e-commerce enterprises, which has been given high hopes in order to solve the problem of delivering the "last mile."

Reporters visited the other day found that the current mode of self-mention the development of the situation is not ideal, most consumers are still accustomed to "door-to-door" delivery service, whether self-service providers to mention self-service station, or community convenience store cooperation As a reminder, most usage rates are not satisfactory. At the same time, the increase in the cost of store rentals and information systems also hindered the promotion of e-commerce service.

Can be sent home who are willing to mention

"Now we have two or three single-day self-contained business." Good neighbor Banbi shop is Jingdong and good neighbors, the launch of the first batch of self-mention convenience store. Surrounding the existing Yu Taoyuan, GuanYingYuan, such as HouCangCang alley, such as residential area, there are many office buildings, it stands to reason that there should be a lot of self-service users, but in fact it is not. Since the introduction of "self-mention" business has been more than a year, but the store volume of self-mention business has been no significant increase, "Originally, we also prepared to set up a special mention in the store shelves, but from the current situation, simply do not use To. "

Today, the collection of the store on the cash register at the desk, "does not occupy the child."

Dangdang Pingli from mentioning point is also in the "idle" state. Recently, reporters came to Dangdang this self-mention point, is at about 7:30 in the evening peak, stands to reason that this is the office workers from the parcel of "prime time", but the reporter dumb for half an hour only one Customers into the shop. "Every day at noon and in the evening is the peak time for customers to mention that we are experiencing increased self-service quotations at our sales outlets." Dangdang staff are not willing to disclose the daily number of self-delivering parcels at the current site, Passenger flow situation, the date of the parcel from the number is very limited.

Once the big mouth of the Metro port since the counter has become a "decoration", the reporter has visited the Chaoyang Gate, Dongsishitiao, Wing and other subway stations around the self-mentioning cabinet, most of them have been covered with dust, almost abandoned. "Now online shopping can choose their own delivery time, and who are willing to hold their own things to walk again, upstairs ah!" Liu Qian in International Trade Company to work Ande Road, both surrounding Jingdong, Dangdang since mention Point, there are subway self-mention cabinet, but she has never used before.

Network investment difficult to recover short-term

In addition to the user's existing habits is difficult to change outside, now the self-service system of e-commerce is also facing many problems such as high costs and difficulties in building information systems. To form a convenient self-service network, it is necessary to build intensive self-service points, but the self-reliance investment has become increasingly unbearable for the e-commerce operators. For example, the newly opened Shun Feng "Hey shop", although the network is more built in the suburbs, urban and rural areas, but its single-year investment of 500,000 yuan, even in addition to mentioning the service also increased consignment, Shopping and other services, but still far away from profitability.

Tmall, Jingdong, Dangdang and other e-commerce operators who deploy their pick-up points in urban areas are facing greater cost pressures. Although the area is relatively small, but the cost of a single store rent only about 200,000 yuan each year. According to the overall industry estimates, consumers choose to mention, e-commerce logistics costs can save about 3 yuan. This means that one such self-serving point can be "profitable" by taking more than 60,000 orders annually, which is almost impossible in the current situation.

In order to save costs, the majority of e-commerce businesses now take the form of "joint ventures" with community convenience stores, using community convenience stores as their self-service terminals. Although the cost is saved and the number of self-service points is increased, new problems also follow Come.

"If you can not get through the network of electricity providers and convenience stores, then electricity providers do not know the package is not really handed in the hands of consumers." Express Consulting Network Xu Yong, chief consultant, said that although convenience stores are willing to accept the e-commerce Express Out of the olive branch, but now e-commerce and convenience stores face difficulties in docking technology, such as data exchange and so on. If you want to promote a large area, the two sides to achieve background data docking, the internal system settings need to be changed, this input is not small.

In addition, there is no single brand of convenience stores in China that can achieve dense urban community coverage. For example, neighbors have only over 100 stores in Beijing. Even if only want to achieve the coverage of a few central cities like Beixing Guang, Joint at least seven or eight convenience store brands, difficult to operate.

expert's point

Since the habit of learning difficult to develop short-term

"From the current situation, the domestic consumers in the short term is difficult to develop the habit of parcels." E-commerce experts Lu Zhenwang that the convenience store self-service in Japan is based on the success of the dense convenience store network , While the domestic convenience store industry clearly can not meet this requirement. In contrast, domestic convenience stores more scattered, each convenience store has not many outlets.

At the same time, compared to foreign domestic express logistics manpower costs are still relatively low, the profits of terminal partners is very thin, but also affect the enthusiasm of partners. On the other hand, large-scale B2C e-commerce business adopts the strategy of full-fare shipping, which is not favorable to self-service. In the short term, it is difficult to attract enough consumers to choose from.

According to the experience of developed countries, express parcel "door-to-door" service is still the mainstream, self-mention is to meet the individual needs of the form.