On December 8, 2021, the annual business volume of China Express exceeded 100 billion for the first time, officially entering the "era of 100 billion pieces". Nowadays, placing orders online and waiting for express parcels offline has become a daily routine for many people. On the other hand, in today's normalization of epidemic prevention and control, express delivery brothers and express delivery companies often become a key part of medical and living material security. The ever-changing black technology has also made the delivery efficiency higher and higher, and the delivery and transportation speed is getting faster and faster.
Which postal courier companies have the highest public attention? What problems do we encounter when using courier services? Next, the Corporate Reputation Research Center of Nandu Big Data Research Institute will combine the "Public Service Evaluation and Cognition Survey of Express Delivery Enterprises" with daily dynamic monitoring data to observe the reputation changes of the postal express industry in 2021 with you.
Postal express industry reputation value:
The trend is steadily improving,
The positive sentiment of the YTO public increased by nearly 20% year-on-year
Due to the superposition of the epidemic and other factors, the online retail sales of physical goods in 2020 reached 9,759 billion yuan, an increase of 14.5%, accounting for 24.9% of the total retail sales of society. China's postal express industry is on a par with the e-commerce industry, and is both a promoter and a direct beneficiary of the booming e-commerce industry.
Entering 2021, the development of the postal express industry has further accelerated. From January to October, the total amount of social logistics in the country was 261.8 trillion yuan, calculated at comparable prices, an increase of 10.5% year-on-year, and the growth rate was 8.0 percentage points higher than that of the same period last year. In addition, in the first ten months of this year, postal express delivery enterprises across the country received a total of 86.72 billion express parcels, which has exceeded the business volume in 2020. According to the monitoring data of the State Post Bureau, during the "Double 11" period this year (November 1-16) alone, postal express delivery companies across the country received a total of 6.8 billion express parcels, an increase of 18.2% year-on-year; a total of 6.3 billion express parcels were delivered, an increase of 16.2% year-on-year.
What about the booming industry, reputation and word-of-mouth? According to the observation of the Corporate Reputation Research Center of Nandu Big Data Research Institute, the reputation of the postal express industry has steadily improved in 2021, and the average value has increased by more than 10% compared with the same period last year. From January 1, 2021 to November 11, 2021, the average reputation value of mainstream domestic express delivery companies is 70.12 (out of 100). Specifically, every month, the average reputation of the industry remains above 67 points.
From the perspective of specific enterprises, SF Express, JD Logistics and Yuantong Express ranked among the top three in the reputation value of the postal express industry in 2021. SF Express is ahead of other peers in terms of product recognition and corporate responsibility, and has also performed smoothly in terms of public attention. JD Logistics benefited from its stable performance in all dimensions, occupying the second place.
The improvement measures of YTO Express in the areas of service product quality improvement, brand building, information security and social responsibility involve a wide range of measures, and the effect and reputation enhancement are more obvious, ranking third in the reputation ranking of the entire postal express industry and ranking first in the Tongda department.
According to the monitoring of the Corporate Reputation Research Center of Nandu Big Data Research Institute, from January to November 2021, the average corporate reputation of YTO Express was 74.34, which was better than the average level of the entire industry. Among them, the average reputation value of YTO Express in the first quarter of this year was 71.52, and by the second quarter, it was slightly reduced to 71.28, and the reputation value of the third and fourth quarters continued to rise, and remained above 75.
According to statistics, the negative public opinion of YTO Express in 2021 decreased by nearly 30% compared with the same period last year, and no major sudden negative public opinion involving service quality, information security and customer privacy occurred. The number of positive public opinions increased by nearly 20% year-on-year, and the number of positive news on service and product optimization, fight against the epidemic, charity, international development, and digital transformation increased significantly.
In addition, YTO Express has performed steadily on the indicator of positive public sentiment and has always been at the forefront of the industry. Thanks to the positive comments on Weibo, the increase in the number of search comments and the continuous increase in the number of official micro-fans at all levels, the cumulative positive public sentiment value of YTO Express from January to November 2021 increased by nearly 20% year-on-year.
Then, the Corporate Reputation Research Center of Nandu Big Data Research Institute will analyze the change trend of reputation value in the postal express industry in 2021 through dimensions such as public attention, product recognition and corporate responsibility, and dig deep into the reasons and laws behind it.
Public attention:
The changing trend coincides with the low and high season,
The five major companies such as YTO Express are the most well known
According to the observation of the Corporate Reputation Research Center of Nandu Big Data Research Institute, the changing trend of public attention in the postal express industry is basically consistent with the off-peak season of the express delivery business. In 2021, the peak of public attention of related express logistics companies appeared in June, October and November respectively, which just overlapped with e-commerce promotions such as the "618" shopping festival and the double 11 shopping festival. In addition, according to data from the State Post Bureau, the volume of express delivery business in June, October and November also peaked in 2021 respectively.
From the perspective of specific enterprises, the top five postal express delivery companies with public attention are SF Express, JD Logistics, China Post EMS, Yuantong Express and Shentong Express (in no particular order). Which express delivery brands are most well known to the public? The survey shows that YTO Express, Shentong Express, SF Express, Zhongtong Express and Yunda Express are all on the list, which is also consistent with the current development status of the express logistics market and the strategic layout of related enterprises.
What is the public concerned about? On the one hand, the development of the industry and enterprises is more eye-catching, such as the annual reports and semi-annual reports of several head enterprises and their performance in special events such as anti-epidemic, flood control, and "Double 11" e-commerce promotion festival, which have attracted a large number of netizens to watch and discuss.
On the other hand, the negative news about express logistics companies is still seen in media reports and self-media, such as express parcels not received, damaged, delivery errors, delivery delays and other service issues and business compliance issues have repeatedly become keywords mentioned.
In addition, according to the monitoring of the Corporate Reputation Research Center of Nandu Big Data Research Institute, the number of complaints against related postal express delivery companies has also been at a high level on platforms such as black cat complaints and poly complaints. The delivery time exceeds expectations, the customer service problem is not handled in a timely and unreasonable manner, the postal courier staff has a bad attitude, and the courier is damaged, etc. are the focus of netizen complaints.
In addition, the public's attention is often focused on the service improvement measures of express logistics companies. For example, the single-ticket transportation cost and operating cost of YTO Express in the first half of 2021 further decreased, improving the efficiency of dispatch, transshipment, etc., and the complaint rate fell by more than 38% year-on-year, and the news of the release of digital transformation dividends was hotly discussed by netizens and self-media, which greatly increased its public attention in the corresponding period.
Product Recognition:
Nearly 80% of respondents said that the service is getting better and better,
Violent pickups are the most complained about
In the dimension of product recognition, SF Express leads other peers with obvious advantages. It is followed by China Post EMS, JD Logistics, YTO Express and Yunda Express. In addition, new entrants such as Jitu and Jingxi have also made rapid efforts and gained a lot of recognition in terms of service and word of mouth.
Is the public recognized by the overall service level of the postal express logistics industry in 2021? According to the survey, nearly 80% of the respondents believe that the service level of the express delivery industry is getting better and better this year, and the proportion of respondents who do not recognize and do not recognize it at all accounts for less than 3%. However, specific problems such as "slow receipt", "no receipt of goods to the door", "unreasonable design of intelligent express cabinets", "poor service attitude" and "too much dependence on rookie stations" are still mentioned.
On the other hand, more than three-quarters of respondents admitted to encountering various problems when sending or receiving couriers. Nearly 1/4 of the respondents said bluntly that they had encountered violent pick-up and delivery, resulting in the destruction of express delivery items, accounting for the highest proportion. "Failure to pick up and deliver in time, resulting in delivery beyond the scheduled time" ranked second. Lost couriers, refusal to pick up deliveries and excessive charges are also problems that are subject to intensive feedback.
What is the basis for consumers to choose a courier company? The survey found that "quality of service" is their most important reference factor. Once the relevant courier company has been damaged, lost, missing or the complaint handling is not timely, nearly 50% of the respondents will directly block it. In addition, the speed of receiving and sending, whether it can provide door-to-door service, the business level and quality of the courier, and the charging price are also important reasons.
How should postal express delivery companies improve the quality of their products and services? Nearly 50% of the respondents pointed out that "improving the quality of couriers and customer service personnel" is the most important. The second is to improve service efficiency, including speeding up the speed of receiving and sending transportation, increasing the frequency of door-to-door service, and improving the coverage area of services. In addition, nearly 15% of the survey respondents hope that relevant enterprises can effectively improve the company's management level, such as strengthening the training of employees in different positions, improving the quality control of transportation links, etc.
In addition, the Corporate Reputation Research Center of Nandu Big Data Research Institute also found that the postal express industry continues to exert efforts in information security and customer privacy. As of press time, there has not been a major sudden negative public opinion involving the leakage of customer information in the postal express industry in 2021. Many enterprises have also stepped up their efforts to ensure that the acquisition, storage and use of relevant information are legal and compliant. For example, while continuing to popularize intelligent black technologies such as "Fengmi Face Sheet" and virtual number function, SF Express has also implemented more secure data storage encryption technology to achieve encryption protection for sensitive data stored at the back end. YTO Express also signed an information security cooperation agreement with the Criminal Investigation Bureau of the Ministry of Public Security, and the two sides will carry out in-depth cooperation in accordance with the relevant laws and regulations of the state to jointly build an information security protection network for express logistics enterprises. At the same time, YTO Express has gradually improved the construction of information security system, established and improved the information security management system, and passed the ISO/IEC 27701:2019 privacy information management system certification and ISO/IEC 27001:2013 information security management system certification, obtained the certification certificate issued by BSI, and protected customer information and privacy from all levels.
With the efforts of many parties, the information security guarantee effect of the postal express industry has gradually been recognized by consumers. According to the survey results, more than 80% (81.91%) of the respondents agreed that "express delivery companies pay more and more attention to protecting customer privacy", while less than 1% of the respondents did not agree. However, a small number of respondents pointed out that after using certain courier services, they would receive spam text messages and phone calls, "probably because the courier slip leaked personal information."
Corporate Responsibility:
The industry is actively involved in the fight against the epidemic,
YTO electronic face sheet utilization rate 99.9%
In the past year, domestic express delivery companies have actively practiced social responsibility and achieved a series of achievements and returns. SF Express, Yuantong Express, Yunda Express, Zhongtong Express and other leading enterprises have also performed well in "corporate responsibility" and ranked among the best. They have contributed their speed and strength in fighting the epidemic, green development, and helping farmers to alleviate poverty.
During the epidemic prevention and control period, the basic role of the express delivery industry in people's livelihood security and economic operation continued to be prominent. From 2020 onwards, a number of express delivery companies have not flinched, carrying weight retrograde, and sending a series of medical protection supplies and various materials to relevant institutions and people in a timely manner. During the 2 months of the worst of the epidemic, YTO Express fearlessly marched forward in the "Wuhan Defense War", continuing to deliver epidemic prevention materials free of charge to major hospitals in Wuhan, and distributing vegetables and other daily necessities to residents in more than 130 communities in the city every day. Zhongtong Express, together with caring people at home and abroad, has delivered more than 700 tons of masks, protective clothing, disinfectants, medical gloves, and people's livelihood protection materials to Hubei for free for many times. Entering 2021, the pace of their battle against the epidemic has not slowed down. For example, Jingdong Logistics has put into use nearly 400 intelligent express delivery vehicles in many parts of the country for the transportation of various materials and fresh fruits, and has helped Shijiazhuang, Guangzhou and other cities to fight the epidemic and ensure supply. In addition, many postal express delivery companies such as Yuantong and Yunda have won honors and awards such as "Advanced Collective in The National Transportation System to Fight the New Crown Pneumonia Epidemic" and "Top Ten Anti-epidemic Pioneer Enterprises".
The state has been standardizing and promoting the green and recyclable packaging of postal express delivery. On March 5, 2021, the government work report emphasized "promoting the green transformation of express packaging". In addition, from March 12, the "Measures for the Administration of Mail Express Packaging" promulgated by the Ministry of Transport and initiated by the State Post Bureau was officially implemented, and express packaging was also clearly stipulated. In June 2021, the State Administration for Market Regulation and the National Post Office held a promotion activity for green product certification for express packaging in Beijing. SF, JD.com, Zhongtong and Debon 4 postal express delivery enterprises have launched an initiative to purchase and use green express packaging products and fulfill their social responsibilities for ecological and environmental protection to the whole industry. Other companies are also practicing the concept of sustainable development, such as YTO Express has gradually eliminated the traditional face sheet, and the use rate of electronic face sheets has reached 99.9%, which has reduced paper consumption to a certain extent. In addition, in order to continue to reduce the consumption of express packaging, YTO has further promoted tape packaging below 45mm specifications, and its packaging ratio has exceeded 99.9%. YTO Express has also further reduced the secondary packaging of express delivery pieces, and the proportion has exceeded 70%.
In terms of helping the disabled and helping farmers, relevant enterprises have also made precise efforts and achieved fruitful results. In May this year, YTO Express signed an employment service agreement with the Employment Service Guidance Center of the China Disabled Persons' Federation to provide no less than 2,000 job placement positions for the disabled every year, and set up a special "Dream Realization Fund" of 5 million yuan to provide all-round financial support for the employment, entrepreneurship and training of the disabled. Zhongtong Express has cultivated a number of express delivery service modern agricultural "gold medal" projects with an annual business volume of more than 10 million pieces, including more than 36 million pieces of flowers and trees in Shuyang, more than 14 million pieces of Kiwifruit in Shaanxi, more than 13 million pieces of apples, etc., and has built the broadest, deepest and densest private express delivery network in China.
A number of express logistics companies have chosen to join forces with comprehensive sports games to enhance their international visibility and brand exposure on the one hand, and to practice corporate social responsibility on the other hand. JD Logistics (Beijing Jingbangda Trading Co., Ltd.) has become a logistics service provider of the Beijing 2022 Winter Olympic and Paralympic Games Organizing Committee, which will provide logistics service support and guarantee for the event. Debon Express launched the "Ski Equipment" business, providing point-to-point delivery services for ski equipment and large luggage. YTO Express became the official logistics service sponsor of the 2022 Asian Games in Hangzhou. In this regard, YTO officials said that the Hangzhou Asian Games will become a historic opportunity for Chinese express delivery companies to improve their comprehensive logistics service capabilities, accelerate their international layout, and build an international logistics supply chain network.
The results of corporate efforts have also been recognized. In the survey, more than 80% of the respondents believe that the social image of postal express delivery companies is improving, compared with last year. Less than 1% of the respondents said they did not approve.
*Note: "Public Service Evaluation and Cognition Survey of Express Delivery Enterprises" is a network survey conducted by the Corporate Reputation Research Center of Nandu Big Data Research Institute to investigate the service satisfaction and brand recognition of the postal express industry, and to find problems from the user's perspective. A total of 2780 valid questionnaires were recovered, including 1799 male users and 981 female users. The survey period is from November 2 to November 15, 2021.
Producer: Corporate Reputation Research Center of Nandu Big Data Research Institute
Data collection and analysis: Chen Zeran, Fang Xiaolin
Draft: Ganden
Technical support: Lu Yecheng, Zheng Bingrong, Liu Xizheng
Statistical deadline: November 30, 2021