Where the guest-run society

"Every customer-run society" and no, the scale reached, in addition to logistics, can also run many links to form a self-sufficient large-scale industrial chain, but at present, the conditions are not mature, first wait and see, slow step is the key to live in the electric business war.

August 31, where the customer's wholly-owned courier company in Beijing, such as Wind Tatsu Express Co., Ltd. (hereinafter referred to as "Wind Tatsu") employees of the explosion said, such as the Wind Tatsu Express network originally covered 26 cities will be abolished to 6, and will lay off 2000 people, the proportion of layoffs as high as 50%. Soon the news was partly confirmed by the visitors, And this marks every passenger's own logistics has been in the north of the city basically disappeared.

"Every customer's trajectory is not much like the past from a planned economy to a market economy in the transition process of state-owned enterprises." "An electrical business person ridiculed:" Every customer relies on small and fine rise, and then began to run the society, toward all-inclusive, the results overwhelmed, now in order to profit, back to the small and fine. ”

is not only a guest, many electrical business enterprises in the construction of logistics on the somersault, whether "every customer-run society" really does not work?

Why should the electricity dealer own the logistics?

2008, less than 50 people, 2010, 1260 People, 2011, 5000 people, the above data, such as wind network disclosed in recent years the rapid expansion of the situation.

And almost overnight, such as the wind came back to the prototype. The reason is simple, the profit is difficult.

May know that the profit is difficult, why does the electricity merchant want to own the logistics? And not only the passengers, Jingdong, when and even Taobao are in the construction of logistics in the fight.

Jingdong Mall 2009 began to build a logistics system. At present, in Beijing, Shanghai, Guangzhou, the degree, Wuhan has built a logistics center, self-built Logistics system has covered more than 60 cities. 2010, Jing Dong Investment 20 million yuan set up "Shanghai round Mai Express Company" to support the company's logistics and distribution. 2011, Beijing-East to build the "Asia number" project, its Shanghai Jiading bought 260 acres of land, to create Asia's largest modern logistics center.

Dangdang in early 2011, announced that it will take the lead in the formation of a dangdang-holding distribution services company, to create an independent logistics open platform for E-commerce enterprises to provide commodity storage, sorting, packaging and the country more than 1200 cities of goods to pay (COD) services. As for the logistics construction, at present, Dangdang has realized in Beijing, Shanghai, Guangzhou, Zhengzhou, Tianjin, Langfang, Dongguan, Suzhou, Wuxi, Changzhou and other more than 30 major cities 70% users enjoy the day service delivery.

In every passenger burst news, Jingdong Mall CEO Liu also said to the media, this year is the Beijing-East Logistics and information systems in the third year of large-scale investment, but also the most expensive year. "It is expected to invest in 35~36 billion, including land, property, various equipment procurement, is the most expensive year." At the same time, he also declared that the Beijing-East Logistics team has more than 10,000 people, and according to business development needs, will continue to expand.

Why does E-commerce have to be so single-minded in their own logistics? Electric business personage Analysis said: The key of the electronic commerce competition lies in the commodity and the logistics, under the long tail theory, most electricity merchant's commodity does not have the many characteristic difference, therefore the real battle battlefield lies in the logistics, only relies on the third party logistics to fight, many times the electronic commerce Enterprise will feel does not

Must build the logistics, get through the whole link from the net to the door-to-door, the maximum 0 distance and user experience intimate contact, became the subtext of the electric business self-built logistics.

Why is it difficult for electrical dealers to be compatible with logistics?

Losers are not worthless. Where the customer prudential products such as wind Tatsu has been the most powerful user experience role model.

It is by virtue of their own logistics, where the customer took out "24-hour delivery", "30 days Package postage Free exchange", "on the spot to try on" and other services. Every customer thinks, the net buys the clothing client not to be able to touch also to wear, the logistics is the whole network buys the process to be possible with the customer recent distance contact one link. Since the establishment of logistics has been a lot of customers to win the reputation of many good shopping experience, and let customers in exchange for more than 50% of the two times purchase rate.

But it all looks beautiful.

"Self-built logistics is difficult to profit, become a sword of Damocles, even if it has a good user experience is not." "Yang Ziwen, president of the Weibo micro-network technology company, said:" Express company profit and loss line of 350,000 pieces/day, and such as the wind Tatsu because only a customer, let it only a hundred thousand of of the day of shipments, the result of higher logistics costs, so that has been to low-cost quality for the label of every customer products in the price has been compromised. ”

Where a customer is a preparation for the listing of the prospectus shows that 2011 years a "typical" order, the composition is roughly as follows: Customer unit price of 108 yuan, product cost 71.5 yuan, logistics cost 14.5 yuan, the cost of the distribution of 26 yuan, other operating costs 23 yuan. Obviously, this logistics cost makes the profit of every guest become thinner.

Jing Dong is better than to go there. Since the construction of the logistics system has indeed covered many cities nationwide, but delivery range, delivery speed is difficult to protect. The author has experienced the logistics effect of Beijing-east, in Zhuzhou City, the east of Beijing Logistics for the urban area of the region is not delivery, can only be transferred to other logistics companies again distribution, but lengthen the delivery time and the logistics cost. Another shopping experience is more interesting, in Beijing east of the settled shop bought clothes, more than half a month did not see delivery, and many phone complaints, the repair of the clothes quickly arrived, after half a month, the original order of the clothes but suddenly Shanshan, let people both happy and gas. In logistics, Jingdong seems very confusing.

The key node of the difficult to be compatible with logistics lies in the fact that today's business-to-consumer is far from being sufficient to make the logistics self-sufficient. And because of the expansion too fast, in the original unified storage of proprietary goods, when, Jingdong, Fank and excellence of these businesses began last year, large-scale "investment" to Taobao Mall model, Let a lot of foreign operators in their website to build shops, these all over the country merchants shop is difficult through the electrical business of their own logistics system integration. Yang Ziwen told the author: "Self-built logistics is an inevitable trend, but must reach a certain scale effect, it will take 35 years." ”

Does electricity trader Society have future?

But it is not completely impossible, the electrical business just walked the road, all-inclusive not, rollout but feasible.

For the electric business, if the logistics to the third party to do, the cost can be cut off half, but the concern is that the quality of service may be affected, customer churn. Since the construction of logistics and unsustainable, blending model emerged.

Company size of less than 100 people, daily orders of about 300-500 of the book Electric Business Fast Schoolbags also built the logistics, in the beginning of the fast schoolbag to "one hour distribution" as a gimmick into everyone's vision. "It's very simple, we're setting up a warehouse in each district, the products in the storehouse are the same, also means that you place an order, you distribution is the warehouse around you, we have 7 warehouses in Beijing, from the warehouse to the surrounding area of 2.5 square kilometers of radiation, not in the distribution of orders we are not to answer. "Its head Xu Zhiming introduced.

In fact, the rollout logistics is a quick bag, it and every customer, taking into account the "last kilometer" user experience, but it contracted to the front of Beijing, Shanghai, Xian, Chengdu, Changsha, Hangzhou, Tianjin, seven city services. As for other cities, third party logistics is still used. "Grasp big put small, firmly grasp and core area of user experience, and so on mature conditions, in the gradual expansion of the scope of the logistics, so it is not laborious, but also a good choice for small and medium sized electric operators." "Yang Ziwenru is to express the future development of the electrical business Logistics:" In fact, large electrical dealers should be so. ”

This is known as the "mix-and-match" model, so that a small electric business enterprise rapid growth, a mouthful of eating, not only can eat full and not choke, this is the electric business industry on the fast schoolbag evaluation, on the contrary, Jingdong, Fank that mode, it is regarded as gets, super Britain to catch the United States of the Great Leap Forward style, " They still stay in the mindset of how bold and how productive the people are, "said it commentator Shi Yuhua.

Just experienced a large-scale logistics complaints Bowser network is also looking for a way out, how to build logistics and Third-party Logistics to find the best combination point. Bowser Shopping Network Vice President Pengliang introduced, Bowser the country's most important warehouse area of only 20,000 square meters, with the company to accelerate the layout of the department stores, the old warehouse area and the capacity of the assembly line can not meet the needs, "in the past we need to order from the United States, the goods first procurement to our warehouse, but after docking, Our logistics can be directly to the Gome warehouse to take delivery of goods, where we do not have a subsidiary coverage, we can pay to use Gome's logistics and distribution system. ”

Due to the logistics problem has become the biggest complaint of E-commerce, "do not build logistics and death, self-construction logistics to find death" is not an alarmist remark. Some people in the industry pointed out that even if the scale is not enough to meet their own logistics profitability flat, can also be maintained, but the electrical business and logistics to distinguish between the upstream electric dealers, as always, keep their own expertise and refined, but the downstream of the self-built logistics in addition to their own boss there to beg for life, the middle of the logistics gap should be from other electric dealers there schoolwork, Become another kind of third party logistics, in order to survive, to support the impact of the scale of the electronic business when exposed.

"Every customer-run society" and no, the scale reached, in addition to logistics, can also run many links to form a self-sufficient large-scale industrial chain, but at present, the conditions are not mature, first wait and see, slow step is the key to live in the electric business war.