The digital operation system "six doubles": double path, double private domain, double scene, double shelf, double delivery, double middle office. "Six Doubles" is to ensure the integration of online and offline, the three-way system design of factories and stores, and the guarantee of the F2B2b2C model.
Transactions and Deliveries
Pay with one hand, deliver with the other. This is the traditional retail way of trading and delivery – trading and delivery are synchronized.
Online transactions, offline deliveries. This is the way online transactions are traded and delivered – transactions are separated from delivery.
Online transactions are non-physical transactions, which can be completed electronically, and the same transaction delivery is synchronized, such as high-speed rail tickets. Only physical transactions need to be delivered offline.
According to the data released by the National Bureau of Statistics, in 2020, the total retail sales of consumer goods in China will be 391981 billion yuan. The national online retail sales 117601 billion yuan, accounting for 30% of the total retail sales of consumer goods. Among them, the online retail sales of physical goods were 9,759 billion yuan, accounting for 24.9% of the total retail sales of consumer goods.
Online retail is divided into "online retail of physical goods" and "online retail of non-physical goods". Regardless of the retail sale of goods, online transactions can be done electronically "instantaneously". Deliveries of non-physical goods can also be delivered electronically, with transactions synchronized with deliveries. However, the delivery of physical goods must cross time and space and complete delivery offline.
Double delivery
When there are "double scenarios" and "double shelves" in retail terminals, it will definitely involve the delivery of goods. At this time, there is also a double delivery for the delivery of the goods.
The F2C digital model delivers and delivers in the same way as e-commerce (B2C). The F2B2b2C digital model is delivered in a more complex way. There are delivery problems in the three business entities (F, B, b), and there are both 2C delivery problems and 2B delivery problems.
2B delivery
Delivery through traditional channels is tiered delivery, with F2B remote logistics and B2B same-city delivery. In the F2B2b2C model, another delivery model has been added: F2b, called terminal direct.
The direct connection to the terminal is very good, which greatly reduces the number of loading and unloading from the goods leaving the factory to the user's hands. Midea Group's "Ande Zhilian" logistics system achieves "direct access to users" through "one plate of goods", and the number of loading and unloading before delivery to users has dropped from 6 times to 3 times.
There are two modes of terminal direct access:
One is "two transactions, one delivery". The transaction method is F2B + B2b, but in the F2B model, only transactions, no delivery, B-end goods are temporarily stored in the third-party logistics distribution platform determined by the manufacturer, and then delivered to the store (b) when B2B transactions.
The other is F2b delivery. F2b is the b-end directly to the manufacturer (brand owner) to place orders, to avoid the "channel SKU funnel". This method is particularly suitable for multi-brand, small-batch SKU models. Although the b-side can directly place orders from the manufacturer, it still has to leave interest space for the dealer in the distribution of benefits.
More exciting, the next part continues...
Author: Liu Chunxiong