The electric business and express company penetrate each other to compete

Electric business and express companies penetrate each other to compete (Tencent Science and technology with map)

China Post, Shun Fung, home urgent delivery, Shentong and other express companies have been playing in the field of E-commerce, and the electric Business company has not been a pleasure, Jingdong Mall Express business license has been approved.

Logistics to do electricity, electricity business to do logistics, this should be the cooperation of the two sides but played a cross-border competition.

Logistics enterprises to do electrical business: Follow the "illusion" to go?

Following the shun Fung speed to create a "shun Fung optimization" high-end online supermarket, another courier Shentong Investment of about 35 million yuan to build the electric business platform "love to buy the net Super" also at the end of last month officially online. In addition to China Post, home urgent send, such as its mail music network, e-shopping, such as urgent delivery e-commerce sites, logistics industry has gradually developed a huge e-commerce team.

There is an analysis of the industry, logistics companies to do electricity, on the one hand, is a broad market attracted by the electricity, to rely on natural logistics advantages to become the market "Dark Horse", on the other hand, the increase in human costs, oil prices, forcing logistics companies to find new sources of revenue.

And no matter how the owners of these logistics companies in the mind how to play the abacus, its distribution in the field of innate advantages is self-evident. As Wang Haihui, vice president of Operation No. 1th, said in an interview with Tencent Science and technology, the main advantage of logistics company lies in the logistics system and distribution network with scale. Eric Consulting analyst Ding Jiaqi also believes that the main advantages of logistics companies concentrated in the last kilometer, "logistics companies to grasp the initiative of distribution, can have faster or more personalized service." ”

It is undeniable that logistics enterprises want to rely on their own advantages to diversify development, and even some people to understand this behavior as "traditional express companies to the electric dealer '" The "Hurricane Dash" retaliation.

However, can we gongchenglvede in the field of electronic commerce only by the advantage of this aspect?

In Bowser Shopping Network vice President Pengliang View, "logistics enterprises may have some illusion, think to the electricity business delivery, earn is not less?" If you also do the electricity business, the cost will not be low? These problems push the logistics companies to try the electricity business. But frankly, the express enterprise in addition to the logistics distribution system is more sound, and no other advantages. ”

Ding Jiaqi The predictable bottlenecks to four points: product, supply chain continuity and depth, such as, can cover to a wide range of user Service and maintenance capacity level, such as consumer satisfaction, pricing, marketing, display, website production and other operating methods are not familiar with, such as, whether the electrical business of the master; Long-term development of the company's direction and objectives, such as the business want to do to how much degree.

In addition, the trans-boundary operation of the logistics company will inevitably lead to competition with the customers, in this respect, there are logistics business executives frankly, logistics companies operating experience in the electric business is not mature, compared with the traditional electric business enterprises, not to mention the advantages, it is not appropriate to choose the whole way, "such as Shentong in order to build Love to buy a network super ' this platform, from Alibaba and other electric enterprises and supermarkets and other retail enterprises to dig a lot of professional talent. and Shentong as an investor is only responsible for online supermarket distribution, warehousing and other business, does not participate in specific operations. ”

Electrical business Enterprises To do logistics: the more the plate, the more the province

In addition to "retaliation" said, there are some logistics enterprises into E-commerce called "counterattack", the reason for this is because the electric business enterprise is also a huge self-built logistics system. Jingdong Mall Senior vice President Shengchang to Tencent Science and technology confirmed that Jingdong has received express business license, and at the end of August will be officially open to third parties.

Why does the electric dealer have to take the courier qualification? Industry Analysis This may be with the electricity business is too deficient money, with Liu words, electricity quotient cost has five: Labor cost, house rent, market cost, technical cost and logistics cost, these five pieces accounted for total cost more than 95%, and the only variable cost that is logistics cost, This is also the main reason for the construction of logistics warehousing infrastructure in Beijing and east.

Data show that the Beijing-East 2011 revenue of 21.2 billion yuan, gross profit margin of 5.5%, but the distribution cost of up to 6.6%. When the first quarter of 2012 revenue of 1.08 billion yuan, gross margin of 154 million yuan, gross profit margin of 14.2%, but warehousing and freight costs up to 176 million yuan, accounting for the quarter's total revenue of 16.2%.

In addition, the electrical business practitioners complained, because the distribution process is not standardized, third party logistics can not guarantee the exact time of delivery; Because of the fear of disputes, third party logistics is also unwilling to provide special services for shopping sites, such as to allow customers to open a package inspection and then sign or carry a card machine to collect; even if you provide a collection, the return of the collection is slow, The whole process usually takes 5-7 days.

High logistics warehousing costs, coupled with the inability to guarantee the quality of distribution services, become the largest electric business enterprise short board, but also is the electrical business has to build a logistics system of the key reasons.

According to the relevant agencies, if the daily delivery of a city area less than 600 orders, then the self-built delivery team, each delivery cost of 13-15 yuan, which is not profitable, if the daily delivery up to 10,000, then each delivery cost can be reduced to 2 yuan below, you can achieve the requirements of the Self-built logistics warehouse.

Liu, an example of Jingdong, explained: "The same cost of handling 1 packages, Jingdong is 32% to 40% lower than the competitor, about 8 yuan." Do not underestimate this 8 dollars, Jingdong daily at least 400,000 parcels, a day is millions of yuan, a year is a few billion.

It can be seen that the self-built supply chain logistics distribution system is applicable to large or super large electric enterprises with larger scale, abundant capital, important strategic position in the whole business, large proportion of logistics cost and high demand for logistics service.

Electrical business → Logistics: feasible, logistics → Electric Dealer: Cautious!

Yuantong Express Chairman Yuweijiao has strongly opposed to the electrical business enterprise Self-built Logistics, he even called on the government departments to intervene in market competition, the ban on electricity manufacturers to do express industry, the purpose may be out of the current market competition situation concerns.

But the Courier Consulting Network chief Advisor Xu does not agree with Yuweijiao's point of view. He believes that the express industry market concentration is too low, homogenization of serious competition, resulting in the price war vicious competition is the current express industry is facing the main problem, "as long as the law allows the framework, there is no reason to prevent the electronic Business enterprise Fair participation in the market competition." ”

Self-built logistics business enterprises can through its own logistics to carry out new business promotion and brand promotion, the purchase of users have to again marketing, promote the possibility of repurchase and user stickiness. For example, through their own distribution team door-to-door opportunities for other services and product referrals, and third-party logistics companies are only to send products to, and will not be in the "marketing" too much effort.

In addition, self-built logistics can improve the flow rate of capital. At present, although the third party pays the market user group to expand unceasingly, but the goods to pay the payment has been the partial user more favored payment method. For the electric business enterprise, self-built logistics can shorten the turnover speed of capital and improve the utilization ratio of enterprise funds.

Visible from the above, with the continuous development of E-commerce market, electric business enterprises in the face of the continuous expansion of business scale, since the establishment of warehousing logistics will become the inevitable choice of large players.

However, at this stage, the E-commerce market competition is particularly fierce, the supply chain management requirements are very high, if the logistics company only on the logistics side of the advantages of the upstream E-commerce, which is tantamount to "with root needle Quhuo spell", it is inevitable that "follow the illusion of wrong way" suspected.