The impact of new retail formats, city freight may be transferred to B end
Update time:2019-05-31         Source:Toby net

According to data, in recent years, the freight transport industry in the same city has been in a steady growth trend. In 2017, the freight transport market in the same city reached 1.1 trillion yuan. Under the favorable economic environment, with the continuous development of logistics industry, the freight transport market in the same city is expected to reach 1.320 billion yuan in 2019 and exceed 1.4 trillion yuan in 2020.The temporal and spatial transformation brought by the mobile Internet era has spawned and flourished numerous industries, and the city freight emerged as The Times required. The market is promising, but with the influx of capital, the circuit can become extremely crowded, with native entrepreneurs and barbarians coexisting side by side. Faced with such a chaotic and disorderly market situation, the problem of service in crowdsourcing mode needs to be solved urgently.1Crowdsourcing: a service that is undefined and fragmented by three partiesIf the definition of intra-city freight is given, it refers to the short-distance freight transportation services that third-party logistics enterprises carry out basic operations or value-added operations such as warehousing, sorting, processing, packaging, segmentation, distribution, delivery, handover and information coordination for customers' goods within a city from point to point or point to point. It is worth noting that in the era of mobile Internet, the third-party logistics enterprises of the same city freight have been mainly replaced by the logistics platform of 'Internet +'.E-commerce has contributed to the prosperity of express delivery. However, the delivery mode based on the traditional logistics industry with low efficiency and poor timeliness has great limitations. Even sf express, which is famous for its 'fast' delivery, cannot meet the requirements of half-day or even one-hour delivery. Coupled with the stimulation of the ride-hailing industry, an 'Internet +' cross-town freight industry appears impressively in the eyes of the public. If the online car hailing is a reference, platforms such as cargo pulla and kuaigou taxi are more suitable for online car hailing.The logic of network appointment truck transforms the phenomenon of the same city freight from the previous personalized sitting and other customers to the on-call phenomenon with mobile APP as the core. It integrates the idle transportation resources of the society through the Internet platform, improves the efficiency of the same city distribution, and reduces the cost. This means that China has taken the lead in constructing 'the last kilometer of the vehicle's delivery'.Using crowdsourcing mode to do cross-town freight transportation is a universal mode of the industry, and there is no better model up to now. Therefore, in this increasingly homogeneous cross-town freight transportation industry, its differentiated competition lies in 'service', which can be divided into service objects and service quality.What is crowdsourcing? The term 'crowdsourcing' was coined by Jeff Howe, a journalist at wired magazine, in June 2006. Jeff Howe to 'crowdsourcing' is defined as: 'a company or organization in the past by employees perform work tasks, in the form of free voluntary outsourced to non-specific (and usually large) the practice of the public network. The task of crowdsourcing usually borne by the individual,, but if it comes to the need to complete the task, it is also possible to rely on the form of open source individual production.'Specific to the cross-city freight platform, the platform will release the task and the driver will grab the order. Such a crowdsourcing model can strengthen the connection between the driver and the user, so that the driver does not have to be physically active, and the user can deliver the goods in time. In the opinion of the author, this is in fact the city used to 'pull goods, move, send things' of the same city freight vehicles concentrated place online, offline gathering place moved to the online. For example, once if want to move, either choose moving company, or need to feel the city in the city freight car gathering place to call a, time consuming and laborious. Now, you can just open up your in-town shipping APP, place an order, and then the nearest vehicle you need will arrive.However, the crowd-sourcing mode of cross-town freight also leads to very low industry access threshold. As long as there are cars and drivers, all kinds of companies can test the water in the industry, which results in too many private owners in the industry and relatively scattered industries. At the same time, each platform should be refined to solve the problems of low consumption frequency and high empty load rate of freight and other businesses. In addition, the problem of industry price standardization has not been solved, and different prices make it difficult to provide standardized services.In addition, the same as didi, there will be skip behavior, this kind of bypass platform settlement problem, will show that the platform is not rigorous, second will freight a lot of users do not follow the car, skip will give users a sense of insecurity.Late arrival, arbitrary charges, lost items and other phenomena are more frequent, which is mainly c-terminal oriented problems. In the b-terminal service, the platform has problems in model matching and capacity matching, and drivers have links such as delivery receipt, multi-point distribution and payment collection. The more links there are, the greater the possibility of problems.In a word, the convenience of inter-city freight transportation at present lies in the crowdsourcing mode, which can integrate the idle transport capacity of the society. The main problem lies in the crowdsourcing mode, in which the platform, driver end and user end are basically separated, and the main tasks are completed by the driver and user. In this process, the platform's normative and supervisory functions are completely ineffective. At the same time, there are too many uncertain factors in the crowdsourcing mode for many uncertain people to undertake many uncertain orders, which often result in the order of the same route being divided by many people, leading to the disorder of distribution.2Regression service: upgrade the platform, users and driversAt the present stage, the biggest pain point of cross-town freight lies in service: how the platform serves the driver, how the platform serves the user, and how the driver serves the user. Therefore, many of the city's freight platforms around the service launched a white-hot competition.1) driver side training and supervision modePorter's strategy is to build brand barriers with high quality service. For example, drivers and workers need to go through strict authentication and audit when registering. Before taking up the post, drivers and workers need to complete training on product use, service rules and standards, system requirements and handling functions; Establish a database and improve the service evaluation system for personnel management, such as user and peer supervision. Once a driver is reported, the platform will deal with it seriously.However, such a set of management reform for drivers and workers is bound to increase the difficulty of recruitment and management. For example, the social labor cost is high, and the self-registration certification and training mode of the platform has limited constraints offline.On the other hand, wlala adopts refined operation strategy to improve user experience and improve service. Wlala puts forward five major elements of its service: having a car, fast response, good service, accurate matching and low price. So, how to implement the goods lab?Cargo LABS use membership system to solve 'have' 'fast' problem, use training and assessment system to solve 'good' problem.The first is the membership system. The membership system is a profit model in which drivers are charged a fixed fee every month and platform income is not linked to driver income. Pay a fixed monthly cost of membership matching order mode, to a large extent will stimulate the enthusiasm of drivers, the more orders more cost-effective. Such a selection mechanism is indeed conducive to precipitation of responsive drivers on the platform. Membership system on the one hand to bring more stable income, on the other hand to improve the overall response speed, optimize user experience.  The second is driver training and assessment. Nearly all the resources and energy of the labradors are used in driver training and assessment. The 5-point evaluation system will be blocked if the score is lower than 4.5. A set of effective driver training system and reward and punishment assessment system, not only is the product LABS, but also the entire industry needs to design.2) establishment of the client's credit systemIt is not hard to find that at the present stage, the service upgrading of cross-town logistics platform is mainly realized through the training and supervision of drivers. In the author's opinion, the platform falls into a cognitive misunderstanding to some extent: the platform serves users and the driver serves users, but the same platform also serves drivers.The interaction between the driver and the user is two-way, and there are often problems on the user side, such as the user canceling the order temporarily, which leads to loss of the driver. Driver dissatisfaction, user tsundere, the conflict between the two is imminent. Note that this is not an online conflict, but a physical conflict that can be serious enough to cause physical harm to both parties. Therefore, it is necessary for the platform to develop a credit accumulation system for users, and it can even be included in the national credit investigation system to refuse users with low credit rating.3) platform information integration and planningMeanwhile, the platform needs to apply the data on the Internet to cloud computing, Internet of things technology, GPS and other aspects. It can plan the route according to the location of goods, track the location of goods and vehicles at any time, constantly improve the efficiency of goods transportation and vehicle utilization rate, and promote the optimization and upgrading of urban traffic services.In terms of information integration, it needs to be improved urgently. Users' demand and suppliers' supply can be seen on the platform. The information of the two can be integrated, and appropriate vehicles can be allocated according to the demand. The goods belonging to the same route direction can be integrated, arranged on the same vehicle as far as possible, and the planning of the driving route can be carried out to implement the first arrival and later loading and the mixed loading of multi-owner goods, so as to improve the transport efficiency and loading efficiency; It can also use the massive information of the platform to develop customized products targeted at different types of users and meet the needs of different shippers.3City freight second half: 2B of the supply of goodsCity freight to network car for the vision of the network car rental truck, but freight than passenger transport has a cloud. In the early days of ride-hailing, platforms such as didi and kuaidi followed the lanchester strategy and spent a lot of money on subsidies, quickly taking over the market. However, the initial practice proves that such business logic is not feasible in the online van hailing industry, and the future of freight transportation is not at the C end, but at the B end.As for the city freight 2B, it is mainly aimed at medium and large customers. These users have planning needs, generally one point to many points, and need large-scale stable transport capacity. However, 2C is mainly for c-terminal and small b-type users, with occasional demand and very unstable, generally point-to-point, which requires fragmentation of tidal capacity.According to MobData statistics, 90% of the b-terminal customers of the same city freight account for the distribution of goods by logistics companies, supermarkets, fast consumer peidong stores, fresh fruits and vegetables, building materials and clothing distribution in the wholesale market. From the perspective of cost, the larger the customer store is, the lower the proportion of the cost of goods transported in the same city will be. For example, the logistics cost of a 10,000-square-meter big-box store will only account for 1.0%-1.5% of the value of goods, while the logistics cost for individual users such as office areas and communities will account for 15.0%-16.0%.Therefore, from the analysis of business volume and cost, 2B end is more suitable for the development of logistics in the same city. In addition, in the context of the new retail, there is a fierce competition for the 'last kilometer' logistics, which integrates 'online + offline + logistics' for individuals. In addition to online delivery trucks such as cargo LABS and kuaigou taxi, there are also logistics businesses owned by giants, such as jingdong logistics, jingdong cold chain and suning logistics.In general, the second half of the city freight lies in the 2B terminal business, and the composition of transport capacity should be the combination of self-owned transport capacity and crowdsourced social transport capacity, rather than the general crowdsourced mode at the present stage. Crowdsourcing socialized transport capacity is mainly aimed at the contingency and fragmentation needs of c-terminal and small b-segment, after all, such as jingdong logistics cannot meet the needs of individual moving. With the reduction of the scale of crowdsourcing, the difficulty of supervision and service will inevitably decrease, which makes a qualitative improvement in the c-terminal service.And own capacity, should be formed by new energy truck, and this will raise industry threshold greatly. In December 2018, the general office of the state council promulgated the three-year action plan for promoting transport structure adjustment (2018-2020), which pointed out that the planning of megacities and regional central cities should be guided to build a green freight distribution network. By 2020, new energy vehicles and clean energy vehicles meeting national emission standards will account for more than 50 percent and 80 percent of the newly built and upgraded light logistics vehicles in urban built-up areas.The competition in the first half of the city logistics nearly ended, 2C end by the goods lala, fast dog taxi and handling help to form a tripartite situation, 2B end is mainly gathered and barter di for big. Recently, the platform originated from the 2C terminal is also undergoing active transformation. The 2B transformation of tongcheng logistics is on the verge of development in the second half, and the differentiated competition with service as the main problem will transition to the competition with supply as the core.

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