The bottleneck of logistics network shopping: Electricity dealers try to open up the third party service

Spring Festival is the annual consumption blowout season, but the face of this big cake, e-commerce industry is powerless.

A few days ago, the Ministry of Commerce released data showed that in the 7-day period of Gold week, domestic consumer shopping malls retail and catering spending soared 19% to 405 billion yuan (about 61.3 billion U.S. dollars), the average daily consumption of 8.75 billion U.S. dollars.

Curiously, in the face of such a feast, most of China's electricity merchants took vacations during the Spring Festival. In this respect, pay attention to the industry's generation Network observer Li Chengdong can not help but sigh on Weibo: "This not the biggest black humor." Will this be the same in the coming year? ”

Electric dealers are out of business

Not do not want to eat, but eat, eat bad, this is the electrical business of the Spring Festival "black humor" behind the root causes.

The food-making website that is pounding the daily thousand-threshold is ticking the deadline for the day before the arrest is January 28, before the Lunar New year begins to recover orders. "The market Operation department is according to the Express company's rest arrangement to make the decision, our cooperation express holiday, we also only has the holiday." The head of the Tick Cat marketing department said.

Daily single has reached the 2000~3000 range of shoes vertical business website Amoy Also in the year Eve to the year's Day vacation 3 days. Lok Tao Nets Vice President Chen said the decision is taken into account during the spring Festival consumer orders and logistics situation, in fact, Amoy in the Spring Festival before and after the 7-day operating budget has narrowed the arrangement. After the Spring Festival, on February 10, the orders have been restored to normal levels.

Compared with the small and medium-sized electric enterprises, the industry giant enterprise of Logistics has started to explore the uninterrupted distribution operation.

Jingdong Mall before the Spring Festival on the home page posted notice, said Beijing, Shanghai, Guangzhou, Chengdu, from February 2 to 5th to achieve normal distribution. However, Jingdong customer service said that the distribution is limited to February 1 before 11 o'clock orders submitted, and then submitted orders also wait until February 6 can not be out of the warehouse delivery. In fact, some regions have stopped generating orders since January 25.

It is reported that the excellent Amazon during the Spring Festival is also the basic insist on shipments, its own distribution team is responsible for Beijing, Shanghai, Guangzhou and Tianjin 4 cities in the delivery, coupled with Third-party Express industry partners support, covering the spring festival during the 11 cities of the continuous service, but the day of the eve, excellent Amazon's Treasury still take a day off without shipping.

Also some companies have achieved year-round. Where customer Prudential Vice President Shengchang told the "Daily Economic news", where guests in 19 one or two line city to achieve uninterrupted normal orders, delivery.

Dangdang also told reporters that when the spring Festival in 35 cities to achieve uninterrupted orders, in order to protect distribution, they have third-party distribution related employees to provide 3.5 times times the overtime pay. This claim has been Dangdang National Logistics senior director Zhang Yi confirmed.

Some people in the industry said that the major companies to seek uninterrupted operation, on the one hand, for market share considerations, on the other hand, is under storage pressure. "These giants daily single volume has reached 50,000 or more than 100,000, before and after the Spring Festival, although more commonly contracted, but once the pressure, the subsequent storage capacity, distribution will form a great pressure." ”

Business enterprise still maintain orders, delay delivery, and Taobao, Pat and other Consumer-to-consumer bazaar many sellers choose to advance notice of the Spring Festival shop information.

"No way, express to holiday, we shop staff to go home, even if there is business can only rest." "A number of large-scale Taobao owner of the reporter reluctantly said."

Consumption habits to guide

In the eyes of industry watchers, industry enterprises generally and the spring Festival cake missed, logistics is the biggest bottleneck. However, some people in the industry believe that consumer habits is also an important factor.

Bowser network vice President Pengliang to "daily economic news" that the spring festival during the mass consumption of the heavy category (fast elimination, native products, all kinds of gifts, etc.) is still not good at the electrical business, the development of its own limitations also worth considering.

He said, "in fact, for home appliances, the impact is not small, the Spring Festival is not the home appliance industry in the golden season, and the larger consumption of the Spring festival in the first one months of the promotional season has been roughly digested, compared to the missing fast, daily necessities and other business opportunities more regrettable." ”

Chen also suggested that during the spring Festival, consumers are more favored offline consumption. "During the spring festival, most consumers visit relatives or travel, more like shopping in the process of instant consumption, in fact, over the years every long holiday there is a phenomenon of online consumption contraction." ”

"Logistics protection and consumer habits are actually interaction, now the Spring Festival holiday has dampened the confidence of manufacturers." "Shengchang said.

"Businesses are profit-driven, the spring festival such a sales season, if not the distribution is not smooth, how will businesses not willing to meet the peak sales?" Said Pan, director of Bertelsmann Europe's Information systems (China).

Express stop order difficult to execute

Logistics problems look more like a hard hurdle than the cultivation of consumer habits.

The industry is not without effort. Before the Spring Festival, the state Post Office issued a notice, requiring express enterprises during the Spring festival should not be arbitrarily stopped or dropped express. But according to the daily economic news reporter understand, in fact, during the Spring festival during the full operation of the only EMS, Shun Fung two enterprises.

Analysis of the industry, domestic e-commerce sites in recent years, the development of more than expected, the express industry, although the annual growth rate of 23%, but still cannot keep pace with the development of E-commerce. Data show that at present, the country has 15,600 e-commerce sites, of which there are 9,400 companies. By the end of last year, the total number of courier package shipments to the whole country reached 133 million.

China Express Consulting Network chief advisor Xu earlier in the media interview that the cost of the rise, the recent weather anomalies and express Company's current franchise mode is caused by the main reason for the express suspension. At the same time, small and medium Express company profit space is limited, during the Spring Festival labor costs, transport costs have risen, downtime is inevitable.

There is a hidden proposition about the development scale and management mode of express industry.

An express industry Personage said, the present express enterprise's scale and the capacity still lags behind, at the same time, in the management, and EMS, Shun Fung, such as a handful of proprietary models, Qualcomm, Shentong, Yuantong, Rhyme Tatsu and many other private enterprises are franchising mode, the franchisee's own limited strength, in the absence of adequate scale and overall management capacity of the situation , cannot withstand the high labor cost during the Spring Festival.

In this context, the distribution capacity becomes the key to the festival market, since the construction of logistics and distribution team is obviously more leisurely.

Shengchang to the daily economic news that in the case of tension in the main line, where the customer and the world Huayu, such as the main lines of logistics partners for the long holiday economy to do a more detailed preparation, in advance for all parts of the stock from the position, long holiday period in 19 key cities to achieve a better market for localized coverage. Because of this, every guest won the Spring Festival sales year-on-year growth of 298% performance.

Su Ning Group relies on the strong logistics system of suning easy to purchase also is a good example. Suning easy to buy data show that the spring festival between its sales achieved more than 400% year-on-year growth.

However, self-built logistics is not easy. "E-commerce is the network, warehousing, service, technology, creativity, supply chain of the collection, if you add a logistics company, not good basic skills, money is gone." "Before the Spring Festival, Amoy CEO Bi Sheng, who was once troubled by" losing a single door, "complained to reporters.

Try to open a Third-party service

In the interview, most of the industry insiders said that the spring festival during the large-scale closure of the phenomenon will certainly change in the future. In fact, this year's Spring Festival electric business logistics than in previous years has been greatly improved.

Chen told reporters that 2008, 2009, Lok Tao Spring Festival 7 days are not shipped, last year to the beginning of the first three not shipped, and this year adjusted to 30 to New Year's Day, "in fact, try to improve the holiday service awareness in the industry has been widespread." ”

In fact, whether you like it or not, self-built warehousing to strengthen the regional layout has become a choice for many companies, including many small and medium-sized vertical Web sites.

It is reported that in early January, just completed 200 million Yuan Amoy announced in Chengdu Warehouse, further explore the southwest market and channels. At this point, Amoy has established 6 major warehousing centers, covering north China, east China, South China, northeast, central China, southwest and other regions.

Impact Day thousand single tick cat has also decided to enter Chengdu Branch, set up warehouses. The company's relevant officials told reporters that the future will be exerting force in the west to open up the western market.

However, this still involves the issue of the size of the electric business enterprise. With sufficient scale, it is possible to maintain a lower marginal cost during the holidays and to gain greater resource integration capabilities.

Shengchang to the daily economic news, said that with the scale can reduce marginal costs, management level determines the order forecast and resource allocation accuracy, in addition to resource integration capacity will determine how much support the logistics industry.

A number of business executives said in an interview self-built logistics distribution system is a number of leading companies in the initial development for the cost and size of the choice to consider, in the business platform to build the enterprise, aspiring to the leading enterprises will be the logistics system and the self-employed business separation, and then open to the industry-wide services.

There have been similar attempts in the industry. Zhang Yi said that at present when the company's services to the country more than 80 local "landing" Company's services integrated into the network, as an open industry in the third party service attempts.

This may be an evolutionary way for the business-to-consumer.