Driven by e-commerce and the impact of the epidemic, China's annual express delivery business volume has entered the era of 100 billion pieces. The diversified terminal delivery service pattern composed of door-to-door delivery, intelligent express box delivery, and public service station delivery is being further improved. On the occasion of the first anniversary of Cainiao Station's opening of Tmall Taobao parcel delivery service, Southern Metropolis Daily carried out terminal collection and dispatch service evaluation and research on the mainstream express delivery companies and station brands in the market through field visits, questionnaire statistics, user interviews and other forms.
The survey results show that the proportion of daily delivery and collection is 40% and 54%, respectively, and the terminal receiving method is significantly diversifying; in the packages that are not delivered to the door, 54% of the users have taken the initiative to request the door; 62% of the users hope to choose the receiving method, and the terminal service characterized by "on-demand delivery" is gradually popularized. However, at the same time, the delivery services of various brands still have problems such as uneven performance quality, difficulty in landing before the dispatch of the electricity link, and transparency and effectiveness of complaint handling after the logistics service.
The National Postal Administration Work Conference at the beginning of this year pointed out that in 2022, the State Post Bureau will promote the implementation of cost zoning, service stratification, and product classification. Encourage e-commerce platforms and express delivery enterprises to improve the pricing model of e-commerce express delivery, establish a cost sharing mechanism that is compatible with the service region; standardize the operation of integrated service stations at the end of express delivery, and improve the multi-delivery system at the end of the house, box, station and so on. Guide enterprises to improve the product system and provide diversified and differentiated express delivery services. In the view of many industry insiders, how to improve service capabilities to meet the user's diversified experience, taking into account the efficiency and "temperature" of delivery, will still be a challenge for terminal brands.
【1 Research user portrait】
Nearly half of the users have an average of more than 10 express deliveries per month, and the way of receiving them is becoming more and more diversified
According to the statistics of the State Post Bureau, in 2021, the business volume of express delivery service enterprises nationwide will reach 108.30 billion pieces, an increase of 29.9% year-on-year, which is equivalent to an average of 6 parcels per person per month. At the same time, the terminal service system has been continuously improved, and the scale of smart express boxes has risen steadily, with 161,000 public service stations, a net increase of 46,000 in a year.
The survey averaged the number of packages received by more than 20,000 users in the past three months. The results show that up to 49% of users receive more than 10 couriers per month, an average of 3 per week. Nearly 30% of users receive 6 to 10 express parcels per month. Receiving express delivery at least once a week has become the norm in the daily life of the majority of residents.
What is your more common pickup location in the end-of-line pickup scenario? The survey found that 61% of users are more accustomed to receiving mail in or near the community where they live, 23% of users choose to send it to the company first and then take it home, 9% of users receive mail at school, and the proportion of recipients who are accustomed to receiving mail in commercial streets and factories/development zones is small. This shows that the residence is the highest frequency and common receiving scene at the end.
Which way is it most common to receive couriers at your place of residence? According to the survey, 28% of users choose to deliver to the door, choose to put rookie stations and other brand collection points accounted for 25%, 18%, respectively, 15% of users choose to put express cabinets. In addition, 14% choose to put convenience stores/small supermarkets, or collect by property/doormen.
The method of receiving mail that the surveyed users usually use near the residential area
It is worth noting that compared with the brand station, these points are mostly based on collection as a side business, and the professionalism and standardization of express delivery and delivery services are relatively lacking, but due to its high community penetration, in some communities that lack express cabinets and brand stations, small supermarkets and properties may be the only places that can collect packages.
If you are not restricted by the conditions of receiving goods at the community/office building, which kind of delivery method will you expect more? In the survey, 40% chose "home delivery or family members sign in person", 38% said that they "hope to put it in the cainiao station, express station, small supermarket, property, doorman and other collection points", and "can be put into the self-pick-up cabinet express cabinet" accounted for 16%. That is to say, under ideal conditions, the proportion of tendentious delivery and collection is 40% and 54% respectively, reflecting the significant diversification of terminal receipt methods.
What is the most anticipated courier delivery method for the surveyed users?
【2 On-demand delivery】
The consumer demand at the end of express delivery is diversified
Inconvenient to deliver to the door? Nearly 30% of the causes are "no one at home/not at home"
As a supplement to door-to-door delivery, the platform-based and intensive delivery method is increasingly welcomed by users, thus forming a diversified terminal delivery service pattern. According to a previous survey by the State Post Bureau, 78% of users can accept express delivery to express terminal service stations, smart express boxes and other collection points. Especially during the epidemic prevention and control period, the universalization of contactless delivery services has accelerated the acceptance of these delivery methods by users.
In recent years, in addition to temporary collection points such as commissaries and doormen, specialized terminal station brands such as Cainiao Station, Rabbit Joy Express Supermarket (Rabbit Joy +), Mother Station, and Quick Treasure Station have emerged, operating around new formats such as express delivery business, superimposed community services, and commercial shopping. Some of the head brand station stores have generally exceeded 40,000. Statistics show that more than half of the parcel volume in the industry is done through inbound inbound.
Chen Ting, an office worker, told nandu reporters that on weekdays, it is often encountered that the courier's time on the door is inconsistent with his time at home, and he prefers to collect it. However, because there is no express delivery station in the community, "he can only be sent to the express locker, or the residential property collection point." She worries, "Sometimes I don't remember to take it, the express locker will charge for a long time, and the storage of the residential property, once lost, the security guard is not able to take responsibility." "If there is a professional brand station unified care, it should be much better."
The evaluation found that in many scenarios where users are inconvenient to express delivery to the door, "no one at home / not at home" accounted for the highest proportion, reaching nearly 30%; the proportion of "do not want the express delivery to disturb the door" accounted for 13.4%; think that "the corridor is not safe, and it is not convenient to make a date", "the family does not understand the situation, it is inconvenient to help me inspect or hand over" Account for 11%; In addition, there are "feel that the express delivery to the door is not safe", "confidential / private items, I don't want my family / roommates to know" and other factors, Some users prefer to choose to collect packages through terminal facilities and arrange time to pick up them independently.
Diversified needs have spawned express delivery stations, and on-demand delivery is the most popular
In the survey interview, in view of the complex collection scenario and the changeable needs, instead of uniformly requiring home delivery or self-collection, more users call for that there should not be only one way to collect and dispatch at the end. A user admitted, "Usually the self-pickup cabinet is relatively convenient, do not need to specifically make time, but the number is small, when the population and express delivery increase, the grid mouth encounters double 11 is always full, so that the express delivery is obviously arrived, but because there is no grid, it is stunned to stay in the courier for a week", "I hope that there can be a variety of receiving facilities at the end as a diversion to meet the different receiving needs of office workers on weekdays/non-working days." ”
Nandu reporter combined with evaluation and interview to understand that in recent years, for the complex terminal receiving scenario, the services provided by various e-commerce express delivery brands have also tended to be diversified - the services provided by SF are delivered to the door, delivered to the Fengchao cabinet or the service point for collection; the services provided by Jingdong Express are delivered to the door, contactless distribution (smart cabinet / service point); the services provided by the cainiao station include station collection, delivery to the door, smart cabinet collection, and more than 200 college rookie stations in the country equipped with unmanned delivery vehicles. These are conducive to meeting the diversified receiving needs of users.
However, there are still many brand stations that currently only provide one way to collect. "We do not provide door-to-door service, if necessary, please call the courier directly", the staff of many brand stations replied in response to the nandu reporter's inquiry, and the reason they gave was mostly "insufficient manpower, too busy to come".
"Cainiao Station takes into account both express storage and door-to-door delivery, which has certain advantages at the end of the community. However, China's express delivery has entered the era of 100 billion, and express delivery to the door is not as easy as imagined, and more efforts are needed. Zhao Guojun, director of the Postal Development Research Center of Beijing University of Posts and Telecommunications, said that how to improve service capabilities to meet the diversified experience of users will still be a challenge for Cainiao Station.
【3 Home delivery】
40% of users surveyed prefer home delivery
More than half of the parcels will be placed at various collection points or courier lockers
When users place an order on the e-commerce platform, what brand of express delivery they receive often depends on the merchant. Some express delivery practitioners told Nandu reporters that express delivery brands with good service quality and more competitive prices are naturally more likely to be favored by customers. But at the same time, the cost of good express delivery services is also high, so it is not easy to take into account the price of express delivery and the quality of service at the same time.
Xiao Yao, who works in Guangzhou, admitted to the Nandu reporter that because he is lazy and does not like to go out, no matter which platform he is shopping on, he will note "to send the door, do not enter the cabinet", if the courier does not send the door according to the requirements of the remarks, "I will also call the courier and let him take the package out and send it to the door." Anyway, there are always people in our family, and in case no one can let the neighbors collect it. ”
Nandu reporter combined with actual measurements and interviews to find that SF, Jingdong Express is one of the earliest brands in the industry that can provide door-to-door service, in order to ensure service quality, the dispatch fees and salaries obtained by their couriers are generally higher than those of their peers. However, for consumers, enjoying such services requires some preconditions: in addition to personal receiving and shipping services, in the Jingdong self-operated platform, the amount of commodity orders needs to be full of a certain amount to be free shipped, otherwise many goods need to pay a certain amount of basic freight; and the commodity orders carried by SF, in the public perception, the overall unit price is higher than other brands.
More low-cost e-commerce parcels are carried by "four links and one reach", accounting for more than 70% of the market share. But correspondingly, in order to control the cost, the advantages of these brands in express delivery timeliness and service quality are not obvious - taking terminal delivery as an example, "four links and one reach" gives everyone the most intuitive impression, that is, more than half of the parcel volume will be placed in various collection points or express cabinets. For the "door-to-door just need" customer groups like Xiao Yao, their "home delivery" needs are difficult to meet, and sometimes they have to pay a lot of communication costs.
The survey found that among the various ways of receiving goods, the daily more inclined to "deliver to the door or family members signed in person" is the most, accounting for 40%. Of the packages that were not delivered to their doors, 54% of users had initiated a home visit request; 13% of users said that it depended on the actual situation. "I don't insist on collecting it or not, but fresh and large express delivery is best delivered to the door." One user left a message like this.
Have the interviewed users ever made a home-to-door request for packages that were not delivered to their doors?
The demand for home delivery is large, forcing brands to optimize terminal services
The increase in demand for door-to-door delivery has forced some brands to make changes, and "on-demand delivery" has gradually become popular: in April 2021, Tmall Taobao and Cainiao Station announced the opening of Taobao parcel delivery service at three city sites in Beijing, Shanghai and Hangzhou, even if the public can enjoy free home delivery after placing orders for goods with lower unit prices. At the end of 2021, Yunda and Yuantong will launch high-end products, highlighting labels such as timeliness priority, door-to-door delivery, and on-demand delivery. In March this year, it was reported that Kuaishou e-commerce also tested the water with express delivery companies to launch on-demand delivery services.
Nandu reporters have repeatedly evaluated and found that compared with various brands of station stores are still mainly collected, only Cainiao Station has launched a certain scale of door-to-door delivery services. According to statistics, as of last year's Double 11 period, cainiao station home delivery coverage of more than 100 cities.
In Guangzhou Liwan District Park Hyatt Bay Cainiao Station, according to the station manager Li Zongwu, the site opened door-to-door service in May 2021, and the home delivery parcels were stable at 500 to 600 pieces, accounting for nearly 60% of the total number of packages. In order to improve the delivery efficiency, Li Station Manager recruited two full-time staff to deliver express delivery in the community, and the daily delivery was from 4 p.m. to 10 p.m.
Some insiders analyzed the Nandu reporter that with the increasing complexity of online shopping commodity categories, such as large pieces, heavy items, fresh, valuable items, etc., consumers' demand for express delivery to the door has gradually increased. The opening of the door-to-door service of the station is actually a self-transformation of the joint e-commerce platform to continuously gain insight into consumer needs, innovate service models, and create a more convenient community living environment, which can also supplement the ability of express delivery companies to visit and help express delivery brands to perform their contracts efficiently at the end.
【4 Selection of goods】
Most e-commerce logistics users do not have the right to choose
More than 60% of users can accept collection, and need to be notified in advance
According to nandu reporters, for a long time, after completing the payment and placing orders, consumers often have no choice in what type of express delivery services they can enjoy. In order to complete the delivery volume on time and in quantity, the courier will put the package at the station and put it into the express locker to collect it.
In the survey, as many as 62% of users chose to "accept collection, but be sure to inform me in advance and give me the right to choose"; only 11% of users held the view that "must be delivered to the door, do not accept other methods". This shows that the current public's willingness to choose the way of express delivery is significantly enhanced.
In July 2021, the Ministry of Human Resources and Social Security and eight other departments issued the "Guiding Opinions on Safeguarding the Labor Security Rights and Interests of Workers in New Employment Forms", which proposes to promote the implementation of the requirement of "separating commodity pricing from express delivery service pricing", so that consumers can choose express delivery services according to the service capabilities of enterprises, business reputation and express delivery prices. The State Post Bureau stressed that the express delivery industry should implement differentiated services for different product types and service needs, distinguish between urban and rural areas, distinguish between timeliness and groups, and ensure the full choice of merchants and users. This reflects the trend of on-demand delivery.
Service Battle Upgrade: Delivery methods open up the right to choose
In the past two years, some brands have tried to return the choice of delivery method to consumers. Nandu reporter evaluation found that among the various express delivery service brands, the official mini programs/APP of SF Express, Jingdong Express, Cainiao Station, and Rabbit Joy Express Supermarket ("Rabbit Joy Convenience Service") can set "receiving preferences", choose to go door-to-door or collection, and work days or non-working days. In order to ensure the user's right to know, there are also hints for express delivery, pick-up, delivery, and successful receipt.
Among them, when each package is issued and will be delivered, the SF Express Mini Program will provide the delivery method in the pop-up window for the user to choose, if the delivery time is not appropriate, the user can choose to reassign. Jingdong Mall has a delivery method and time in the "Delivery" column of the self-operated goods order page, but most non-self-operated products cannot be selected, and only "Express Delivery" is displayed in the "Delivery" column. Cainiao launched the receiving preference function in the APP, gradually upgrading the service from free storage to on-demand delivery, and can make an appointment for on-site time to meet the personalized and diversified needs of users.
According to Cainiao, since the promotion of the "home delivery" service in the three cities of Beijing, Shanghai and Hangzhou in April last year, the service has been rapidly expanded to most provincial capital cities in the country, and the awareness of users' independent choice of services is getting higher and higher, and the online delivery choice methods are gradually enriched and improved.
Xiaoxia, who lives in Guangzhou's Haizhu District, shops online more than 3 times a week on average, and she showed nandu reporters the logistics details page of the latest online shopping waiting to be received. After placing an order on Taobao Tmall, the logistics details page will ask separately when the parcel is pending pickup, delivery, and signed: "Do you need all the Taobao parcels to be delivered to your door?" ”
Screenshot of user reviews
However, nandu reporter found in the interview that there are still many users who do not understand the receiving preference setting function. A number of users said bluntly: "There is a courier arrived, all text messages, let me go to the store to pick up, need to come to the door I will say a special word." If someone hadn't reminded me, I wouldn't have known that I could set up a delivery method online. "This reflects that the user's awareness of setting up the delivery method independently also needs more extensive education."
In addition, nandu reporter evaluated other terminal station brands such as Yunda Express Supermarket, Mama Station, Quick Treasure Station, Yi Dian And Sent, among which there are exclusive online platforms, which generally lack the delivery method selection function, all of which are default to collection, and cannot make an appointment for delivery time. Nandu reporters visited the above stores and interviewed a number of users who had taken express deliveries in different stores of these brand stations and learned that because they could not choose whether to send them to the door in advance, they generally had to wait for the SMS notification of the arrival of the package and then go to pick up.
Anxin Transportation research report analysis believes that the terminal multi-level service demand has been placed in a very important position, express delivery is no longer blindly price competition, but switch to service competition. The intervention of the upstream e-commerce platform to promote the upgrading of terminal delivery, and then promote the product stratification of express delivery enterprises, which is conducive to improving the user experience and customer stickiness for their own platforms.
【5 On-site service status】
The quality of couriers' door-to-door performance is uneven
The user asked to come to the door, but the courier dropped the cabinet by himself
In the offline delivery of logistics parcels, users will have a more personal perception of express delivery services. For express delivery companies, door-to-door delivery has become an important way for them to participate in market competition and optimize the terminal service experience.
In terms of the timeliness of door-to-door performance, the Nandu reporter found that in the community that supports home delivery services, the time and frequency of each brand courier's door-to-door visits are basically 2 times or more every day, and they can basically arrive within the agreed time, "Occasionally encounter 618, double 11 such e-commerce promotion periods will not be delivered, the courier will also communicate by phone, saying that it is understandable to arrive a few minutes late." Some users said.
However, nandu reporters evaluated from the dimensions of appointment time, delivery punctuality and door-to-door delivery service and found that in the actual scene, the quality of door-to-door service is uneven. Couriers in different regions, streets, stores, and different sales departments are affected by various factors (excluding community epidemic control factors), and there are also certain differences in whether they can come to the door.
For example, the user Xiaocheng reflected to the Nandu reporter that whether the delivery of a direct express delivery brand personnel in the community where they are located is "relatively random" - fresh and large express delivery can be sent to the door after inquiry and agreement, and small pieces are dropped by default to the express locker, or directly thrown at the doorman for collection. He also mentioned, "When placing an order, it is clear that it is delivered to the door, and when it is delivered, the couriers are all put in the Fengchao express cabinet." ”
Miss Zhang, who lives in Yuexiu District, also complained to the Nandu reporter about the courier's failure to come to the door as promised: "I bought something for emergency use, waited for delivery in the morning, and as a result, there was no phone call, nor did I come to the door, until I went downstairs to find that the package had been delivered, and then Threw it at the doorman." ”
Bian Zuodong, deputy director of the Department of Market Supervision of the State Post Bureau, pointed out that express delivery companies should communicate with users in the delivery process, and must obtain the consent of users in advance before changing the delivery method. Some people in the legal circles analyzed to the Nandu reporter that if the previous agreement to deliver to the door, the courier can not do it in actual circumstances, and even requires the user to go to the collection point to pick up the goods, then the practice is a violation of the contract, the user can refuse to go downstairs, insist on the courier to come to the door.
Telephone notification before delivery is difficult to do, and there are hidden dangers in the lack of communication between the courier and the customer
The evaluation results also show that even under the premise that the user and the courier have clearly agreed to send to the door, considering the delivery efficiency, it is generally difficult for the courier to do the pre-dispatch electricity link and change the time and place as needed; more often, it is self-placed at the door of the room, the meter box in the corridor, or the recipient's neighbor's home. Many users have mentioned that only when delivering fresh products or valuable products, the courier will ask whether they are at home in front of the door to ensure in-person delivery.
In this way, for a large number of daily ordinary pieces, there are hidden dangers of wrong dispatch and loss of pieces: for example, Mr. Xu, who lives in Haizhu District, mentioned to the Nandu reporter that due to the lack of communication and verification, the buildings in his own community often have the wrong delivery to the door, and even appeared in a WeChat group, where the owners @ each other to "take the courier".
Nandu reporter combed and found that the reason for the above problems is that on the one hand, the courier fails to deliver in accordance with the pre-agreed way; second, in order to pursue efficiency, the courier generally lacks communication with the user in the actual delivery.
The Interim Regulations on Express Delivery stipulate that enterprises engaged in express delivery business shall deliver the express mail to the agreed receiving address, the recipient or the consignee designated by the consignee, and inform the consignee or consignee to accept it in person. That is to say, if the address is written as a home address, if there is no special circumstance, the courier should deliver to the door and let the customer sign for it in person. The lawyer group of the China Consumer Association believes that if the courier company has promised to deliver to the door, it should be performed in accordance with the agreement, and inform the recipient to inspect it in person, but because the relevant fines are not clear in reality, the courier has not been implemented in place.
The sensitivity of express delivery services has increased, and the efficiency of delivery should also be "temperature"
Nowadays, the enhancement of users' awareness of rights protection has put forward higher requirements for delivery services. Last year, a "618" consumer rights protection public opinion analysis report released by the China Consumer Association showed that among the more than 60,000 pieces of negative information monitored involving express delivery and takeaway delivery, the delivery problems that consumers complained about more included "not delivering to the door". In recent years, although problems such as non-delivery and unauthorized express delivery cabinets have been explicitly prohibited many times, they are still frequently complained about by many consumers.
"There are too many packages, all delivered to the door, but also to the customer face to face, there is no end to delivery, will only accumulate more and more." A number of couriers have told Nandu reporters that in the case of the dispatch fee continues to bottom, hundreds of pieces of goods are sent every day, the most important thing is to ensure that it is completed on time and in quantity, and there is basically no time to call before each delivery. Once the delivery volume of the day is not completed, delayed delivery, lost parts or encounter user complaints, the amount of fines can even be large enough to offset the income from several days of work.
Zhao Guojun, director of the Postal Development Research Center of Beijing University of Posts and Telecommunications, said, "The divergence between express delivery prices and values will have many negative effects, which is not conducive to the benign development of the industry. For couriers, the actual labor pay and income are not proportional, which will lead to the loss of a large number of couriers. On the other hand, courier door-to-door delivery also faces many practical problems, and the industry needs to accelerate the integration of network resources, increase capital resources and technology investment, and create a new model of terminal delivery to provide diversified solutions at a higher and broader level. ”
For the protection of the rights and interests of couriers, the "Opinions on Doing a Good Job in Protecting the Legitimate Rights and Interests of Courier Groups" issued last year put forward four measures such as formulating guidelines for the accounting of fees, formulating labor quotas, rectifying differentiated fees, and curbing "custody with penalties". The National Postal Administration Work Conference held at the beginning of this year also made it clear: "Strengthen the supervision of terminal service quality, and strictly regulate the failure to perform service obligations in accordance with service agreements." ”
Some logistics practitioners told the Nandu reporter that China's e-commerce free shipping is a feature, consumers have become accustomed to free shipping, on the basis of unwilling to pay additional logistics costs, further require home delivery, improve service quality, and more need multi-party coordination, including increasing courier dispatch fees, increasing subsidies, etc., to form incentives, joint e-commerce platforms to improve differentiated express products and services.
The China Consumer Association commented that due to different product categories and volumes, the offline scenes of consumer acceptance brought about by factors such as consumers' online time and receiving address may change. "Whether it is a platform merchant or a delivery network, it cannot only focus on the efficiency of 'sending out', but ignore the feeling of 'taking over' with users." We cannot only focus on the improvement of the channels on the upstream supply side, but ignore the effective smooth flow of more, finer and more complex delivery chains at the downstream consumer end and the brand temperature reflected by them. ”
【6 Express service evaluation status】
The satisfaction gap between the after-sales process is large
The online evaluation function of logistics services is popularized
According to the statistics of the State Post Bureau, by the end of 2020, the average daily service of the express delivery terminal delivery link has approached 200 million person-times, and more than 310,000 postal and express delivery outlets are put into operation every day. By the end of last year, the number of public service stations at the end of express delivery reached 161,000, a net increase of 46,000 in a year. The quality of terminal service is directly related to the user's satisfaction with express delivery and e-commerce services, as well as the reputation of the enterprise brand, and as the last link of the express delivery process, logistics evaluation is an important reference for measuring the quality of a brand's service.
The "Survey on The Satisfaction of Express Delivery Services in 2021" released by the State Post Bureau shows that the public's satisfaction with express delivery acceptance services and after-sales service has increased compared with the past. However, due to the impact of the new crown pneumonia epidemic, extreme weather and other factors, the scores of express delivery services and delivery services have declined.
Specifically, in terms of delivery satisfaction, the satisfaction scores of delivery quality and dispatcher service were 86 points and 84.3 points, respectively, which were lower than the 88 points and 88.1 points in 2020, indicating that the shortcomings of the terminal delivery service need to be completed. The overall satisfaction score of the after-sales link is low, among which the problem handling service and the complaint handling service score are 72.3 points and 62.3 points, respectively, but they are up from 2020, reflecting the gradual recognition of enterprise intelligent customer service and online services.
Nandu reporter evaluation found that in addition to the e-commerce platform, at present, Cainiao Station, SF, Jingdong Express in the official app / Mini Program and other online channels also provide a relatively complete and convenient logistics service evaluation channel, internal self-inspection and risk control awareness is strong. Among them, the logistics evaluation services provided by Cainiao Station and SF Express are more diversified. For example, Cainiao Station can evaluate the courier service, view the courier history evaluation, contact the online customer service, and submit feedback on graphic problems; SF Express has more "tipping" function on this basis; Jingdong Express can submit graphic complaint feedback on the courier service, view the courier's homepage, and contact online customer service.
In addition, the Rabbit Joy official Mini Program can submit graphic complaints about the courier service, or contact the service supervision hotline by phone. YTO's Mother Station does not have an independent user online platform, but users can view packages through the YTO Express Mini Program, contact customer service, and submit graphic complaint feedback. The Kuaibao Station Mini Program can also submit complaint feedback, but if you need to contact online customer service, the page prompts you to add enterprise WeChat into the group feedback consultation. However, in the interview, the Nandu reporter found that the interaction between these stations and users is mainly through SMS notifications, and the user's use and perception of their APP/Mini Program is low, and even when asked about it, they know that there is an online platform.
The transparency and effectiveness of complaint handling need to be strengthened
Some users who have long taken packages through collection points have said that they rarely pay attention to the complaint channels of express delivery services, unless they involve losing pieces or damaged packages, "Usually text me to pick up, before the complaint has not been sent to the door, but it feels useless." Nandu reporter noted that among the more than 20,000 users who participated in the survey, more than 2,600 people had complained about non-delivery to their doors, accounting for 16%; and although the demand for home delivery was large, 84% of users said that they had not complained about non-delivery to their doors.
"In the earlier years, most of the complaints were about the delay or damage of the package, and later it was basically the problem of delivery to the door." In Guangzhou, the station manager of Cainiao Station, who has worked for multiple station brands, told Nandu reporters, "After the launch of the door-to-door service, complaints have decreased significantly. For the staff, the delivery fee is higher, and each piece can take more than 1 yuan. ”
However, he also revealed that the station base is large, the management difficulty is high, the service quality is uneven, and the attention paid to user complaints within different brands is different - some station brands do not pay attention; some will be included in the business assessment, so there will be some user feedback "complaints are useless" situation. All this reflects that at present, the standardization, transparency and effectiveness of terminal logistics service complaint handling need to be strengthened.
In order to solve the problem of experience guarantee, Nandu reporter noted that last year, Cainiao Station clearly proposed that in the station that opened the door-to-door service, if the door-to-door package was not delivered in time, the cainiao station would bear the responsibility for compensating consumers, and would continue to improve the door-to-door ability of the national site through various incentives, "In the future, more than 100,000 site staff will provide on-demand door-to-door services for consumers every day." At the end of last year, when Douyin E-commerce launched the home delivery function, it also claimed that when there was a customer complaint such as delivery of goods not delivered to the door, the courier company needed to pay compensation to the merchant.
Some analysts pointed out that e-commerce companies have strengthened the service of door-to-door delivery, in the final analysis, they want to strengthen brand reputation and seize the user's mind through terminal experience competition. However, in the context of the annual parcel volume of more than 100 billion, to improve the quality of the "last kilometer" delivery service, it is also necessary for the logistics industry, e-commerce platforms, more than 100,000 terminal stations and collection points across the country to form a joint force.
Producer: Nandu Business Data News Department
Written by Fu Xiaoling, reporter of Nandu Bay Finance Agency
Planner: Zhen Qin Tian Aili
Draft: Li Bei