(Observer News)
According to tech planet news on January 12, Douyin e-commerce recently tested the express delivery service "Yinzunda", providing door-to-door delivery and other services. At present, Douyin has not responded positively to this news.
It is reported that "Yinzunda" is a solution launched by the Douyin United Express Company for the problems of express delivery without electricity (telephone contact), non-door-to-door, poor service attitude and so on.
It is understood that after the merchants on Douyin choose the service, the courier company can deliver to the door according to the choice of the merchant, the limited delivery at the end, the compensation of the terminal complaint, the priority transfer of the parcel, etc., so as to reduce the return rate of the merchant due to logistics reasons and improve the user repurchase situation. It is reported that at present, there are three express delivery companies in Zhongtong, Yuantong and Yunda.
Tianyan check shows that ByteDance has applied for a number of "Yinzunda" trademarks
The issue of the "last mile" delivery at the end of logistics has been a concern in recent years.
According to Guangming Daily, since 2019, the express delivery industry has experienced a rather fierce price war, in some places, the price of express delivery has plummeted from 2 yuan / piece to 1.5 yuan / piece, and even some express delivery companies have also offered ultra-low prices of 0.8 yuan / piece. Low-price competition has made the profits of express delivery companies continue to decline, and the entire industry has entered an era of small profits or losses.
In order to be able to make a small profit, express delivery companies have to find ways to compress operating costs, and reducing the number of dispatchers is considered to be the most direct way to achieve results.
However, the reduction of manpower means that the delivery task of the courier increases, based on the increasingly strict timeliness assessment of the courier company, it is difficult for the courier to ensure the quality of service if it is fast, and reducing the delivery to the door has become a last resort.
If the price war continues, the end of the express delivery industry is unstable, franchisees withdraw, couriers do not deliver to the door and the quality of service decline and other issues can not be fundamentally solved, the entire industry market will fall into a vicious circle and it is difficult to extricate itself.
The construction of the logistics system of Douyin is aimed at the pain point of the "last kilometer" of the domestic express delivery industry.
On the other hand, Douyin has accelerated the construction of its logistics system related to its e-commerce business, and in recent years, the development momentum of Douyin e-commerce has been very strong.
According to the late Latepost report, in 2020, the GMV of Douyin e-commerce exceeded 500 billion, achieving a 50-fold increase. In 2021, the GMV target of Douyin e-commerce is further set at 1 trillion yuan, which is equivalent to the total transaction volume of Pinduoduo in 2019.
This generates considerable advertising revenue for Byte. According to 36Kr, in the first half of 2021, Alibaba, JD.com, Pinduoduo and other platform e-commerce consumed about 19 billion to 20 billion yuan of advertising annual boxes in Bytes.
In order to strengthen its own e-commerce business, Douyin also began to build its own closed e-commerce ecology.
Since the second half of 2020, Douyin has begun to exclude products from third-party sources into the shopping cart of the live broadcast room. This means that Douyin live streaming goods will no longer divert traffic for other e-commerce platforms, and if enterprises want to use Douyin live streaming as the main sales channel, they must open a Douyin small store. In this way, we will focus on developing our own e-commerce business.
The report from the Open Source Securities Research Institute shows that as Douyin e-commerce closes the external link and makes every effort to build a Douyin small shop, the ecological closed loop has been basically completed, and it is expected that the comprehensive GMV scale of Douyin will reach more than 500 billion yuan in 2021, and the GMV scale will expand to 1.2 trillion yuan in 2022.
Around the e-commerce business of Douyin, ByteDance has also begun the full-chain layout of upstream and downstream links. Within half a year, Byte has made efforts in the direction of digital payment, logistics, and e-commerce supply chain.
The construction of the logistics system is an important part of the development of Douyin's e-commerce business.
Source of the first financial economy
According to media reports, Byte has established two logistics technology subsidiaries, namely Shanghai Daoqu Yue Animal Flow Technology Co., Ltd. and Starfish Yuedong Supply Chain Management Co., Ltd., whose business covers customs supervision of goods warehousing services, supply chain management services, etc., directly benchmarking cainiao and other head logistics companies.
For Douyin e-commerce to join the "last kilometer" war of logistics and distribution, some express delivery practitioners said that this is a starting point for creating a paid service ecosystem for express delivery.
I wonder if "Douyin Express" can help Douyin e-commerce catch up with the traditional e-commerce three giants?
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