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Recently, rumors have been circulating about Douyin's investment in or acquisition of a Tongda express delivery company, and a person familiar with the matter revealed that Douyin managers have moved into Yunda's headquarters, but the details are not yet clear. Market speculation is that the move is intended to further integrate the logistics system of Douyin e-commerce. However, the relevant person in charge of Douyin e-commerce strongly denied the news, calling it a false rumor.
The partnership between Douyin and Yunda cannot be ignored. As early as March this year, Yunda became the first express delivery service provider to obtain the certification of the Douyin platform.
As a certified partner, Yunda provides a series of logistics services for Douyin e-commerce, from product layered guarantee to customer service hotline, to priority collection, transit and delivery, etc., to fully protect the logistics operation needs of merchants.
However, among consumers shopping on Douyin e-commerce, Yunda is not very impressed, and the first choice of Douyin merchants is mostly Zhongtong, Shentong and so on. The express delivery of Douyin returns is mainly done by SF, which shows the relative inadequacy of Yunda in the minds of some consumers.
With the rapid development of e-commerce platforms, express delivery has become an indispensable part. JD Logistics, Cainiao, Jitu and others have appeared, and e-commerce giants are competing for the logistics field.
Douyin e-commerce is no exception, self-built logistics has become an important part of its development strategy, in order to gain advantages in commodity price wars and traffic competition, to achieve next-day or even half-day delivery.
The rise of Douyin e-commerce has promoted its construction of a three-dimensional logistics system. Partners include Dada, FlashExpress, SF City and other instant delivery platforms, and also launched "Yinxuda", integrating a number of express logistics companies. The adjustment of these partnerships is part of Douyin's exploration in the field of logistics.
At the same time, Douyin's third-party partners are also experiencing drastic changes. J&T acquired the Best Express business, and Fengwang was merged, not only expanding in the field of Pinduoduo, but also seeking more market share in Taobao and other fields.
Alibaba, on the other hand, spun off Cainiao and actively participated in the competition in the express delivery field through initiatives such as acquiring Shentong's shares.
Considering the development history of e-commerce platforms such as Alibaba, JD.com and Pinduoduo, Douyin faces an important choice: should it build its own logistics or continue to cooperate with third parties? This choice is imperative when its business grows to a certain size. The GMV of Douyin e-commerce reached 1.4 trillion yuan in 2022, and it is time to make a choice.
Douyin itself may not have asset-heavy logistics strength, but it can make up for this deficiency through investment, joint construction or acquisition, and realize a complete "payment-delivery" e-commerce ecosystem.
Similar problems have occurred in the development of ByteDance. For example, ByteDance has launched a multi-flash social function, which is launched because users cannot share links through traditional social platforms such as WeChat within the app. Zhang Yiming believes that these problems, whether or not they involve commercial interests, need to be solved to ensure the user experience. Now, in the face of the logistics challenges of Douyin e-commerce, it is also necessary to solve the problem to improve the user experience.
Douyin e-commerce still has many problems in terms of delivery. Consumers shopping on Douyin often encounter the problem of inadequate freight insurance coverage, which affects the shopping experience.
The fulfillment ability of express delivery is also directly related to the user's repurchase rate. According to reports, Douyin's net promoter score (NPS) for products is about -12% in 2022. Some consumers reported that they purchased high-value goods on Douyin, but the return amount exceeded 50%, indicating that the repurchase rate of Douyin e-commerce is relatively low.
Whether it is "618" or "Double 11", Douyin e-commerce will launch a big promotion campaign, but this requires the coordination of merchants, platforms and logistics. Third-party partners often struggle to meet this high-intensity synergy need. When there is a problem in the delivery process, the courier company needs to decide the delivery order according to the delivery priority, which is directly related to the user's shopping experience.
To achieve sustainable development, Douyin e-commerce needs to consider logistics issues. However, TikTok doesn't have many options. ByteDance has a layout in the logistics field, such as investing in companies such as Zongteng Group and iMile. ByteDance has also made big acquisitions in other business areas, which provides a reference for the logistics layout of Douyin e-commerce.
In this context, Tongda Express has become a potential partner of Douyin. These express delivery companies are moving closer to e-commerce giants such as Ali and Cainiao. However, he
However, they are also looking for more diversified development paths.
While cooperating with Alibaba, Cainiao, etc., Tongda Express is also seeking innovation in its own field. For example, ZTO Express obtained a payment license, launched "ZTO Pay", and launched e-commerce group buying activities through Tuxi. In addition, ZTO also cooperated with Yaodou.com to set up ZTO Pharma to provide professional supply chain solutions for the pharmaceutical industry. These measures show that Tongda Department is actively exploring a broader market space.
However, for TikTok, investing or acquiring is not a simple decision. While ByteDance has demonstrated the ability to make large-scale acquisitions in the past, the challenges facing Douyin are more complex.
On issues such as how to choose partners and how to integrate into the overall system, Douyin needs to carefully consider.
Of course, Douyin is also facing great pressure from the market. Compared with giants such as Alibaba and JD.com, Douyin's e-commerce business is still in a relatively early stage. However, with the continuous growth of Douyin e-commerce GMV, the problem of logistics fulfillment has gradually become prominent. According to some users' feedback, Douyin's logistics delivery is erratic, and sometimes even if it shows same-day delivery, it may actually take two days to complete the delivery, which seriously affects the shopping experience of consumers. In addition, some consumers have also complained about coordination problems between platforms and courier companies, leading to an increase in complaints.
A good delivery experience is essential for the growth of e-commerce platforms. TikTok's NPS is relatively low, which stems in part from delivery issues. In order to improve the shopping experience for users, Douyin must address this issue.
Considering the rapid growth of Douyin's e-commerce GMV, self-built logistics has become an option that cannot be ignored. However, TikTok also needs to think about how to solve many challenges in the process. At the same time, Douyin e-commerce should also pay attention to the development of local life areas. With the rise of the concept of "near-field e-commerce", urban co-distribution has become a promising field, which is in line with Douyin's positioning.
According to Wei Wenwen, president of Douyin e-commerce, user experience is the key. Whether Douyin chooses to invest or not, improving the user experience should be a top priority. As Zhang Yiming said, commercial interests can be put aside, but how to solve users' complaints and provide a better delivery experience is the key issue.
Overall, Douyin e-commerce, as an emerging force, has achieved remarkable results in a short period of time. However, the ensuing logistics problems need to be seriously thought about and solved by Douyin. No matter which path Douyin chooses, it should take user experience as the core and inject new vitality into the development of the e-commerce ecosystem.