Text | Chen Xiaojiang
Source | Mantis Finance (ID: TanglangFin)
The martial arts in the world, but not breaking fast, seem to be the same truth.
In recent years, instant delivery has become the fastest growing field in the subdivision industry of express delivery.
In addition to "fast", under the pressure of the epidemic situation, instant delivery was accelerated to break the circle, and the distribution scenes and items became more and more abundant.
In addition to common takeaways, grocery shopping, and snacks, more and more valuable items are being "immediately delivered." Such as important documents, mobile phone digital products, high-end drinks and so on.
For example, on the evening of April 8, Huawei P40 and P40 Pro went online for sale.
After 33 minutes, JD.com's first order was delivered to users.
Within 1 hour, users in Beijing, Shanghai, Shenzhen, Guangzhou, Ningbo, Chengdu and Wuhan all got new mobile phones.
This marks the 3c digital products such as mobile phones, just like take-out, towards the "one hour home" era.
However, fast delivery is not enough.
In order to ensure the safety of delivery, not long ago, Dada Express officially launched the "Credit Knight" service for the whole country to ensure that high-value order delivery can be "foolproof".
This means that instant delivery is moving from the 1.0 era of "fighting capacity" to the 2.0 era of "fighting credit".
A new battle of real-time logistics based on big data, matching individual needs and precise capacity is starting.
One-key acceleration, the four major legions compete for real-time logistics
In 2020, due to the impact of the New Coronary Pneumonia pandemic, people are isolated at home, and the value of home-based services is highlighted. The major retail and courier giants are hitting the iron while they are hot, and they have added more real-time logistics.
On March 26, Cainiao Network completed the wholly-owned acquisition of instant logistics "Dai Wo Da", which is the best proof.
In fact, the epidemic is just an unexpected tipping point for instant logistics. Even if there is no epidemic, the industry scale of instant logistics has soared.
According to the "China Real-time Logistics Industry Research Report 2019" jointly released by iResearch and "Dai Wo Da", the scale of the real-time logistics industry in 2018 reached 98.1 billion yuan, an increase of 39.4% over last year. The industry scale in 2019 is expected to be 131.26 billion yuan, and in 2020 it will reach 170.08 billion yuan.
Regardless of the scale of the 100 billion market, the express delivery industry has become a new focus for the competition of express delivery giants in the unbreakable competition.
Major giants have long sharpened their arrogance to accelerate the layout of real-time logistics business.
On December 2, 2019, the domestic leading local instant retail and distribution platform "Dada-JD Daojia" was renamed "Dada Group", and its local instant distribution platform Dada was officially renamed "Dada Express";
On October 24, 2019, SF Express launched the new brand of the same city business "SF Express", and operated independently as a company;
On May 6, 2019, Meituan launched a new brand "Meituan Delivery" and announced the opening of the delivery platform;
On June 5, 2019, Hungry announced that Instant Logistics Hummingbird was independent, and the brand name was upgraded to "Hummingbird is ready to go".
"Mantis Finance" saw that for a time, the instant logistics business was accelerated by one click, and now the situation of four major forces has formed.
The first category is the takeaway department. Like hungry hummingbirds, Meituan Meituan delivery, etc.
This type of instant logistics currently occupies the vast majority of the ready-to-match market share and is the largest. The main takeaway business is mainly based on high frequency and low frequency, and slowly spread from takeaway to other scenes, such as Meituan distribution began to open to the outside world.
The second category is errands. Such as flash delivery, UU errands, quick delivery for everyone, click on me and so on.
This type of real-time logistics platform is a pure capacity platform, mainly for local life services, matching city distribution information, one-on-one urgent delivery.
Its business scope includes helping to buy and deliver, helping to replace queues and helping. Take everyone express delivery as an example, in addition to buying and delivering goods, you can also help with moving houses, repairing cars and even meetings.
The third category is the e-commerce department. Such as Tmall one hour, Suning seconds and so on.
This type of real-time logistics platform itself is aimed at its own e-commerce platform services, and then gradually increases local life services to form a dual drive of retail + logistics.
For example, Tmall's one-hour access to hungry delivery; Suning Second Service itself serves offline stores in Suning, Su Xiansheng, Suning Plaza, Red Kid, etc. Last year, it was announced to open to the outside world and join the army that is fighting for cakes in the local market in.
The fourth category is the instant logistics open platform system. Such as Dada Express.
This kind of platform itself serves as an open local instant distribution platform, and can undertake various local distribution needs such as e-commerce, catering, and errands.
Such as Dada Express, it has three businesses, and the landing distribution service includes the last mile of Jingdong Mall and traditional logistics companies. The instant distribution service provides stable delivery services for Jingdong Daojia and many brand chain merchants and small and medium-sized merchants. The business provides individual users with local "help and delivery" and "on behalf of buying" services. After the JD Daojia platform merged with Dada Express, it also brought more stable O2O delivery orders for Dada Express.
The fifth category is the traditional express delivery department. Such as SF City Express, Yuantong Time Delivery, Yundayun Delivery, etc.
Such instant logistics platforms are backed by courier giants and have ample capacity. The opening of the same city business is on the one hand to enhance the terminal distribution capability, and on the other hand to enter the local instant distribution market.
For example, SF Express delivers in the same city, and specializes in direct delivery of express delivery services within the same city. Yundayun delivery not only has personal direct delivery, merchant store delivery, but also express delivery service, which helps express outlets to dispatch orders when peak positions are bursting.
As major forces increase local instant delivery, the industry is accelerating the reshuffle.
2. More than just fast, "credit war" between instant logistics platforms
In the past, the competition between real-time logistics focused more on the speed of distribution. But as competition intensifies, the new war between instant logistics platforms is no longer just fast.
In the 18th century, French philosopher Denis Diderot obtained a beautiful and luxurious nightgown. When he put on this "Diderot nightgown", he found that the shabby floor and furniture at home did not match the nightgown, and he was very uncomfortable, so he had to update all the furniture.
This is the Diderot effect (matching effect).
It reflects people's psychology of pursuing harmony and matching. That is, gorgeous nightgowns should naturally be matched with high-end furniture. This is like the people who drive BMW like to wear watches such as Rolex, otherwise they will feel like they have lost their status.
This effect is also applicable to the real-time logistics industry.
When the category of instant delivery slowly realizes the full scene coverage, it becomes the biggest driver of the upgrade and update of the instant delivery service.
For example, fresh food delivery is faster than take-out delivery, but it also needs to ensure that the ingredients are "fresh" as much as possible;
For example, during the epidemic, in addition to being fast, immediate delivery must also consider safe and hygienic "contactless delivery";
Another example is the distribution of important documents and documents in the same city, in addition to being fast, it must also be foolproof.
The recent appearance of Dada Express "Credit Knight" has opened a "credit war" between instant logistics platforms.
Driving this credit war is the growing volume of high-value orders in the industry. According to Dada Express, the volume of high-value orders in mid-March increased by 1.5 times compared with the same period in February.
"Mantis Finance" believes that high-value orders require higher professionalism and safety than ordinary orders. It is particularly important for users and platforms to choose the professional and reliable riders who have no long-term loss of cargo damage records. The promotion of instant logistics credit system will also bring three benefits:
1. Improve platform service experience.
In the field of express delivery, loss of goods is unavoidable and sometimes occurs.
For example, the "150,000 yuan package was destroyed as garbage" event that caused a sensation in the entire network, only a loss of 300 yuan was lost; for example, "17,000 yuan of anti-cancer drugs were lost", and the subsequent compensation was only 3,000 yuan .. ....
How can users be assured of immediate delivery of high-value orders?
By establishing a credit system and using professional people to do professional things at the source of distribution, it can effectively reduce the rate of lost goods and improve the service experience of the distribution platform.
2. Force the rider to improve the business level.
Now the instant delivery rider has already exceeded ten million levels. The high number, high flow, low threshold, and complicated composition are the current status of the instant delivery rider. This laid some hidden dangers for order security and user experience.
For example, as previously reported by the media, the user flashed a gift through the instant delivery platform, containing 2,000 yuan in cash and several toys, and was lost.
At first, I was told that I could only pay 500 yuan because the user could not prove how much money was sent. In the end, the platform lost 1,000 yuan.
Leaving aside the specific details, this incident is a loser for users and platforms.
Such incidents, for riders, may lose money or even lose the job, although the impact is only one-off.
However, under the credit system, it may affect his career as a rider and be pulled into the industry blacklist, thereby forcing the rider to improve his business.
3. Increase consumer trust in immediate delivery.
An important question is, are high-value orders worth the immediate delivery?
According to legal professionals, the express delivery service in the same city is not within the scope of express delivery services, and the regulatory provisions have yet to be clarified.
Take the loss of goods as an example. If it is a courier service, since the sender and the logistics company belong to the courier service contract relationship. According to the "Contract Law", when the goods are damaged and lost, the recipient refuses to sign, and the responsibility is borne by the express company.
However, the real-time logistics platform in the same city is essentially a logistics information intermediary platform, which is different from the traditional express standardized service.
For example, according to Southern Metropolis, a errand platform claimed in the agreement that "the platform is not a specific provider of escort services, so it does not make any commitment to the quality of specific escort services, nor assume responsibility", "agree with the distributor The losses incurred in support services shall be borne by users or delivery personnel. "
In the past, some consumers complained to the State Post Bureau of immediate delivery services, but were told that the scope of non-express delivery services is not within the scope of acceptance.
In addition, at present, the industry has not formed a unified standard of compensation, which makes it difficult for many consumers to protect their rights when their rights and interests are damaged.
Therefore, before the relevant laws and regulations are perfected, restricting and regulating the industry through the credit system can also increase consumers' trust in instant delivery services to some extent.
Three, eight immortals cross the sea, real-time distribution platform digital warfare is magical
Unlike traditional logistics, local instant delivery is more complicated. It has the characteristics of scattered orders, changing scenes, sudden demand, and high timeliness.
To complete the distribution efficiently, it is important to improve the digital capabilities of the platform, but on this basis, there should be differentiated play.
Taking Dada Express, Meituan Distribution, and Hummingbird Delivery, which occupy the top three market shares as examples, on the basis of building a digital local instant delivery network, each has a different direction of focus.
1. Based on "people", Dada Express will create a "credit knight"
Behind Dada Express "Credit Knight" is an intelligent local real-time distribution network centered on a smart logistics system and sky big data platform. The launch of the "Credit Knight" has given it a step ahead of the local credit credit system.
Specifically, it first relies on big data to screen out the "credit knight" from the platform capacity pool;
Then use "intelligent dispatch" to analyze and match orders with historical distribution data, location and order characteristics, and improve the efficiency of Cavaliers' order taking and delivery;
Then use artificial intelligence algorithms to conduct "intelligent path planning" and select the optimal distribution path; and through the "intelligent performance real-time monitoring and early warning system", real-time monitoring and early warning of the credit knight's performance.
2. The madness of building a station, the hummingbird is ready to be deployed in 3 years
Unlike Dada Express, which builds a credit knight, Hummingbird plans to build 20,000 fully digital ready-to-distribution stations nationwide in the next three years. Through the intelligent upgrade of merchants, riders and users, we will build an intelligent network of local life services.
It is reported that more than 99% of hummingbird orders have been intelligently dispatched, with the help of big data analysis and intelligent algorithms to dynamically allocate capacity. It is more empowered by numerical equipment.
Taking the rider's logistics equipment as an example, Hummingbird is equipped with precise control of temperature management of universal dining boxes, IOT devices such as smart headphones, and digital monitoring of rider battery batteries.
3. Milliseconds are competing, and Meituan has refined the granularity of data
Meituan Distribution has a "Meituan Super Brain Instant Delivery System", which is called the takeaway version of artificial intelligence.
According to the order density, restaurant distribution, location of knights and users in each time period, it can provide a comfortable delivery area for knights, and plan the optimal route according to the restaurant's meal speed, food delivery road conditions, and time to go upstairs.
Since Meituan distribution is sold outside the home, the distribution business often breaks out during the dining period. How to ensure the distribution efficiency during the peak time period must be milliseconds and the data granularity must be fine.
For example, Meituan's distribution planning route only takes 0.55 milliseconds. There are several doors for specific distribution areas, which door does the rider enter faster? For specific floors, there is a comparison of whether to wait for the elevator to fast or to climb the stairs fast.
In short, the current instant logistics platform has changed from "fight speed" to "fight digital". Mainstream platforms have already picked up digital weapons and loaded with different ammunition. How about the final effect? Let us wait and see!
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