Xun launched the economic delivery service, that is, as long as the customer orders full 19 yuan, can be free shipping

This is the last year in Beijing to launch a three-day policy after another major logistics initiatives, compared to the previous, 29 yuan free shipping policy, and then reduce the price of 10 yuan, it is under the full cost. Throughout the domestic electricity business, including Beijing-east of the self-built logistics are increasing the threshold of free shipping, and many companies hope that through the establishment of logistics to enhance the operational efficiency to achieve part of the revenue. Xun such a low free threshold is a non-mainstream. So what are the factors behind it?

In fact, in the early days, people could estimate that Xun logistics would have a big action this year, because as early as March, Bu Guangzi announced in the company's internal mail, "the organizational structure will be adjusted to set up electrical business Headquarters, logistics Headquarters, enterprise Development Headquarters and new District Management Committee, Let the organization more focused on goods and logistics services capacity building. ”

This year, including Xun to the third party open warehouse distribution model to expand the logistics system of the policy are in the formulation of the planning, after Xun domain name update, very directly to see the domain name itself also emphasizes the speed and convenience of its logistics. Bu Guangzi has repeatedly said in different occasions, "Xun price war is not only in the promotional time dozen, but also every day to hit the floor below." This year, due to the development and Reform Commission of the containment, the electric business has gradually returned to the rational, dare not like last year, the High-profile clamor price war. Therefore, the Xun 19 yuan free shipping policy can be seen as a price war from goods to logistics distribution link migration, this and Bu Guangzi's character is coincide. From the competition level, with the Beijing East 39 yuan free shipping policy compared to the outside world that this is the price pressure exerted on the east, but fundamentally, Xun and Jingdong is completely not a level, not comparable. Has spent 29 yuan free shipping phase of jingdong, there is no possibility of returning to the prototype to cope with Xun insignificant challenges.

Xun as Tencent's leader in 2012, the cumulative order amount exceeded 6.8 billion yuan, and a shop side by side the fifth market share. 2013 Xun set the revenue target is 15.02 trillion.

As Tencent Electric business, in consumer-to-consumer growth rate of the key period of decline, to maintain revenue, the company is undoubtedly Tencent as the future development of the strategic core, and Xun network as the main part of the company's proprietary business, will be vigorously supported by the main force, the logistics link will become a key point. Therefore, in the revenue target to do, have changed the basis to follow, this free logistics policy changes, from the big direction, is to short-term revenue target services.

However, only from 19 yuan free shipping to see, can not lose money? Even if not loss, can only maintain insignificant profits, and, the contribution of the revenue can only be sent under the low threshold of the cost of freight to bring the consumer attraction, thus driving the related sales, for uncertain expectations, Xun this move is actually very risky. Of course, in the long run, if free, but also to ensure a good shopping experience, is conducive to the formation of customer follow-up of the Word-of-mouth, but, Xun commitment within 48 hours, in accordance with the speed of abundance, to reach some of the middle and remote cities will take at least two days, so how can Xun in the 345-line city on time delivery? If not, it is tantamount to telling a lie to yourself, so how can the policy be implemented?

As Bu Guangzi said, "A lot of 99% of the complaints from the electric business enterprises come from logistics." I can proudly tell you that 99% of Xun's praise comes from logistics. Therefore, I sincerely hope that 19 yuan of free shipping is to bring praise, not complaints.