"At present, Douyin e-commerce is not doing warehousing and logistics, nor does it intend to build its own warehousing and logistics." In April 2021, Kang Zeyu, president of Douyin E-commerce, said.
Four months later, ByteDance founded two logistics subsidiaries and invested in a number of logistics companies. Recently, Douyin e-commerce tested the new express delivery service "Yinzunda".
In just 8 months, Douyin Logistics went from "impossible" to the first prototype, this time they aimed at "home delivery!" ”
Vibrato accelerates to facilitate home delivery
On January 12, according to Tech Planet, Douyin E-commerce recently tested the express delivery service "Yinzunda", which is designed to solve various problems during express delivery, such as no electricity connection before dispatch, delivery is not door-to-door, poor service attitude and so on.
Douyin hopes to solve the above problems through this service and improve the quality of express delivery services. Merchants on the Douyin platform can harvest a number of rights and interests such as home delivery, priority delivery, priority transfer, complaint compensation, etc. According to the official of Douyin, this service can reduce the return rate of goods logistics reasons, and improve the user repurchase rate through quality services!
Yinzunda sounds very similar to the "Jingzunda" service launched by JD Logistics before, but it is actually not the same. Jingzunda is a high-end customized logistics service under JD.com, and users can enjoy the top delivery service of the special car line, but they need to charge an additional 49 yuan express service fee.
According to the test map revealed by Tech Planet, the "Yinzunda" service does not have an additional charge, such as a welfare service provided by Douyin officials for merchants. At present, the supported express delivery companies are Zhongtong, Yuantong, yunda three, the rest of the express is also in the process of access.
(Source Tech Planet)
Coincidentally, in addition to douyin e-commerce, the new year is coming, and many express delivery companies have launched upgraded services, the main purpose of which is to solve the service quality problems such as express delivery not coming to the door.
For example, in early January, YTO launched the "Yuanzhunda" service with accurate delivery and timeliness upgrades. Previously, ZTO has also launched Zhongtong Biao express and integrated it into a new express delivery network after the Spring Festival; Yunda upgraded its express products and changed its name to Zhi Orange Network.
According to previous reports, the price of these services is about a dollar more expensive than ordinary e-commerce parts, and the dispatch fee ranges from 1.2 yuan to 1.8 yuan.
In this comparison, if Douyin can really achieve the above many rights and interests, and there is no additional charge, the logistics experience of Douyin e-commerce will surpass competitors and directly harvest the reputation of merchants and consumers.
In addition, Xingchen Yuedong Supply Chain, a logistics technology subsidiary previously established by Byte, has now cooperated with Yunda Cloud Warehouse to build a production warehouse near the supplier's place of origin to improve the efficiency of commodity turnover and reduce the logistics costs of both parties.
From this point of view, Douyin e-commerce has not only gradually improved logistics services, but also begun to lay out warehouses. The goal of Douyin e-commerce is far ahead!
Express turn around, fierce battle service
In the new year, the express delivery industry has taken a big turn, and express delivery companies have shifted from price wars to improving service quality.
China's current express delivery service experience is not optimistic, in the words of Ma Junsheng, director of the State Post Bureau, that is, China's "industry is large but the quality is not high, the development speed is fast but the advantages are insufficient." ”
This is a problem that involves the whole body, and to completely solve it, it is necessary to mobilize the whole body to solve it. To this end, from the government regulatory authorities to the express delivery companies, are through various measures to improve the quality of express delivery services.
First of all, at the policy level, the regulatory authorities have repeatedly emphasized the protection of the rights and interests of the little brother, emphasized the consequences of non-delivery to the door, etc., and introduced policies and regulations to restrict accordingly.
On December 3, 2021, Ma Junsheng, director of the State Post Bureau, constantly stressed when holding a symposium on express delivery companies that it is necessary to take a clear stand against internal volumes, prevent unfair competition, protect the legitimate rights and interests of express delivery brothers, and improve the quality of express delivery services.
Recently, the State Post Bureau recently issued the "Express Delivery Market Management Measures (Revised Draft)" notice for comments, which stipulates that without their consent, couriers are not allowed to deliver express mail to smart express boxes, express delivery service stations and other express terminal service facilities. Those who violate the regulations will be notified of criticism and may be fined up to 30,000 yuan.
It can be said that in order to improve the quality of express delivery services, the regulatory authorities have broken their hearts. These new regulations are also about to become the service bottom line of the express delivery industry!
"Shave your head and pick a hot head." If the relevant departments are in a hurry, and the courier company does not act, these pressures will eventually be transmitted to the head of the little brother, making the grass-roots courier miserable. If strictly follow the regulations, the brother's salary will fall off a cliff, and finally it will cause the courier to vote with his feet and leave the industry.
Therefore, in terms of express delivery companies, we must meet the rights and interests of the little brother, so that he has the ability and willingness to complete the delivery task in accordance with the regulations. In September last year, courier companies collectively raised the dispatch fee, but the increase in the dispatch fee of only one dime was like a drop in the bucket for the front-line couriers, and could not improve the situation.
Previously, the 0.8 yuan value-added service launched by Douyin e-commerce may be able to really solve the problem, but this still needs to be continuously explored and find the market balance point.
In the case of express delivery stock competition, the responsible express delivery brother really determines the level of express delivery service quality. In the 2021-year-end summary, SF Wang Wei proposed to focus on the development and treatment of colleagues in 2022. In order to ensure the service quality of the Spring Festival express delivery, the industry's leading players, Jingdong and Cainiao have also used the form of hundreds of millions of subsidies to protect the rights and interests of the little brother.
Protecting the rights and interests of couriers is only the first step to solve the problem, because even if the brother does the pre-dispatch and home delivery before delivery, it will definitely cause a reduction in the efficiency of the delivery, after all, compared to directly in the express cabinet and the collection point, one-on-one delivery to the door, it will definitely consume more time.
How to improve the quality of service while ensuring the efficiency of delivery is another problem worth solving. However, there are already solutions in the market, such as SF and JD.com, which have achieved the timeliness of delivery while delivering to their doors, and have also achieved profitability. In addition to self-operation, the secret is higher price, more receiving frequency, more advanced express turnover system and so on.
However, courier companies do not have to be extremely fast, but should be within a reasonable price increase range, in line with the user's expectations of the express delivery timeliness. As SF Wang Wei said, "I don't think SF is much faster." I think now we're completely going to redefine what fast is based on the customer experience! ”
The "Yin Zunda" service of Douyin is officially docked by the Douyin express delivery company, and merchants and consumers can directly enjoy the service, and the "black box process" in the middle is handed over to the express delivery company to complete.
It seems that TikTok's approach is smarter.
Douyin logistics, aiming at e-commerce!
In fact, the purpose of Douyin Logistics is not to be as independent and self-reliant as JD Logistics, but to learn from the rookie network and create a closed loop for its own e-commerce.
In fact, the construction of Douyin's logistics platform relies on many rookie logistics talents to achieve it. According to previous media reports, Douyin has introduced a number of former Ali supply chain executives, such as Wang Wei from Cainiao Logistics Middle Office, Ou Liyong from Ali's new retail supply chain platform and so on.
Similar to the Cainiao business, Douyin Logistics is also based on the integration of express delivery companies on the market, doing the "brain" of logistics, not interfering with specific express delivery services, and only completing the construction of the backbone of the network and logistics system.
In order to achieve this goal, in August 2021, Douyin E-commerce officially switched its own electronic face sheet system, which marked that Douyin Logistics took the initiative from the platform, and Douyin Logistics looked forward to becoming a new rookie.
From digging up executives, to electronic face sheets, to setting up logistics companies and launching new logistics services, the development speed of Douyin Logistics is very fast. From Last April, Kang Zeyu publicly denied Douyin Logistics, and it has only been more than eight months since douyin logistics has achieved leapfrog development.
Taking the single volume as an example, according to the conversion rate of 5% of Douyin's 600 million daily active users, Douyin Logistics has a daily single volume of nearly 30 million, which is comparable to that of Shentong and other enterprises.
However, douyin express, which has chosen the platform business model, will be difficult to provide express delivery services for third parties in the future, and the express delivery business currently only serves the douyin e-commerce system, and the development speed of douyin e-commerce determines the lower limit of the scale of douyin logistics.
From this point of view, the real purpose of Douyin Logistics is still for e-commerce services.
Previously, the development speed of Douyin e-commerce was extremely fast, the target of 500 billion GMV, Douyin e-commerce only took one year, and the GMV target for the whole year of 2021 was raised to 1,000 billion. However, with the continuous change of things, at the end of last year, live e-commerce encountered a tax evasion crisis, the e-commerce boom retreated, and the growth rate of Douyin e-commerce was also affected.
The development of upstream live e-commerce is hindered, and the downstream Douyin logistics will also be affected. To this end, Douyin continues to enhance the overall shopping experience through its service advantages in logistics, thereby ensuring user stickiness and retention.
And there is still a long way to go from rookie, douyin logistics. But at least, the douyin e-commerce closed loop and the overall service experience is constantly improving, the overall trend is constantly developing upwards, even if it is temporarily blocked, the future is not fixed, just like the acquisition of Jitu before the acquisition of the hundred worlds was interpreted as impossible, the future of Douyin logistics, everything is possible!
Author: Feng Qing