Why logistics becomes the heart Knot of electric business enterprise

Recently, every guest quietly will be its wholly-owned logistics enterprises-Beijing, such as the Wind Tatsu Express Co., Ltd. (hereinafter referred to as "wind Tatsu") to carry out a large-scale "downsizing", not only cut half of the staff, but also almost cover the country's own distribution network to only retain a few major cities The Bowser shopping Network, which started as a network of flat-screen TVs, was "forced" to transform the complex, but was confronted with the dual challenge of IT systems and logistics.

Logistics, has become a power business enterprise unbearable pain.

Electricity dealers cannot bypass logistics

In fact, the development of E-commerce today, logistics has always been a hurdle.

Because of a "e-commerce is a scam" and offended the whole industry, and later by the transformation of the electric business shoe brand merchants Bi Sheng said: "E-commerce than the traditional enterprise logistics costs high." The logistics cost accounted for about 10%, and the storage cost accounted for 10%. The traditional enterprise's warehousing is called the turnover storehouse, used to distribute goods to the store, E-commerce warehousing is called Sales warehouse, that is, waiting for the sale of goods, its reverse logistics costs accounted for 3%, that is, return costs, most of the cost by the enterprise, if the third party logistics to do, the middle of the loss-damage. In addition, there is a ' loss of price ', because unlike the traditional retail, the electric dealer to sell the goods, still have to spend money to buy traffic promotion. ”

And as China's traditional commercial transformation to the electrical business, customer-oriented business model, is bound to more and more logistics demand, logistics has become an inseparable part of the electrical business.

A report from China e-Commerce Research Center shows that the 2011 Guangdong chain of 50 28 companies have opened the platform of electric business, traditional retail chain enterprises have entered E-commerce.

At present, the distribution cost of electricity dealers is as high as 6%, and the profits of electric dealers and traditional retailers are approaching.

Encounter the last mile problem

Jingdong Mall provoked by the price war has not been too glorious end, but it also caused people to the electricity quotient and physical store advantages and disadvantages of comparison. An IT industry insiders told the China Enterprise newspaper reporter, he has always liked shopping in Jingdong Mall online, because the purchase of goods can be delivered directly. And his several open company friends, office supplies are also in Beijing East procurement, the electrical business has played a "company office Electronic Product Integrator" the role, the small company not only can enjoy the electricity merchant Group purchase the preferential price, but also can enjoy the complete post-sale service, the most crucial is, eliminates the purchase time, but also can deliver the door.

However, the last kilometer of logistics has been an insurmountable chasm.

Perhaps for security reasons, most of the units, including the campus, have become a no-go area for logistics.

In order to solve the problem of the last kilometer, many large platform have opened the city from the point of view, including Jingdong Mall, Dangdang, Bowser, new eggs, suning easy to buy. Is it a way to solve the last kilometer of logistics and even third party logistics?

Industry insiders said, since the mention of the network can not be the climate. The reason is three, first, parking difficult problem. Since the design of the site is generally in the flow of relatively prosperous zone, it will truly achieve lower distribution costs, but to customers, the loss of customer experience significance. Second, the parcel parking place restricted, easy to trouble. Third, self-mention is only 1.3% customer's wishes, cannot represent the mainstream.

Self-built logistics or outsourcing

Taobao opened a beauty products online shop lady introduced, her shop profit is not just in the goods, but also in the logistics company. According to her, logistics companies and large sellers have agreements, according to the volume of shipments, each will give 2 yuan to 4 yuan divided.

Another well-known business website leader, who declined to be named, told the China Enterprise newspaper that Amazon after the acquisition of excellence, the real profit point is not by selling online goods, but with the postal system, using its own logistics system in doing their own business at the same time forwarders parcel delivery business, thereby achieving a profit. According to him, this model is brought from the United States.

Jingdong from the beginning of last year to build Warehousing center, self-built Express Logistics system, and domestic courier industry leading Enterprises Shun Fung Express began to enter the electric business.

However, the industry said that for E-commerce, logistics is actually a big fat cake. But for the electric business, it is still a dilemma choice to build logistics or outsource logistics. The fact that a customer is overwhelmed by the burden of logistics once again alarmed the electric business enterprise: Self-built logistics, profit and risk is equally big.

It has been rumored that the company's logistics distribution companies such as wind up to lay off 2000 people, the proportion of layoffs as high as 50%, the original coverage of 26 cities will be abolished to 6. Where the customer response said that, such as the wind Tatsu is indeed in the optimization, its own distribution city from 26 to 6, but the number of layoffs less than 2000 people. According to this person, "we mainly weigh the cost and benefit, think that the input-output ratio of the logistics is not very good." ”

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.

As a vertical electric business in the process of transformation and upgrading the inevitable problem is logistics, a few days ago, Bowser Shopping Network company has just experienced the largest concentration of complaints in the history of the accident, the main focus on the supply delay.

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. ”

In fact, the electrical business to consider the most is forced to, in the third party socialization logistics is not up before the small and medium electric business is not built logistics is dead, since the building is to find death. Fortunately, the development of the company's own logistics will be open, coupled with the upgrading of external professional logistics companies, more dealers began to outsource and towards a virtuous circle, the social logistics system gradually formed.

A practitioner suggested that the beginning of the electricity business should be from the start, the early outsourcing, later built. "Since the construction of logistics can only be separated from the electricity business, part of the logistics needs to meet their own electrical business, the rest of the external orders to support themselves." But also consider the economic environment and its own cash flow. ”