1. Huge Douyin e-commerce, bad express delivery experience
At present, in the domestic e-commerce circle, the biggest variable is live e-commerce. Here, the GMV of Douyin e-commerce in 2023 has exceeded 2 trillion yuan, which is close to the level of JD.com and Pinduoduo.
The volume of express parcels has also reached an average of about 20 million parcels per day, more than 5% of the industry, and it is still growing rapidly.
Judging from the data of all aspects, the rules of Douyin e-commerce are not harsh, and even many of the requirements are stricter than the traditional Taobao and Pinduoduo, but in terms of the implementation effect, it is really not good. For example, many of Douyin's requirements for "sending pre-dispatch telecommunications" and "door-to-door delivery" have been offered, but the actual effect of landing is far less good than that of Taobao. If you dig deeper into the reason, you will find that the most fundamental reason is that Taobao has an equity relationship with the express company, which can better enable the express company to respond to its own needs, focusing on the maximization of the common interests of both parties, while Douyin and the express company are only commercial relations, and the pursuit of maximizing their own interests is to pay attention to the maximization of their own interests.
Take the express delivery Spring Festival does not close, some media people have personally tested and introduced that the customer experience of Douyin is far inferior to Taobao and Pinduoduo...... Douyin can't just cooperate with courier companies commercially.
Douyin itself is also discovering problems, so it made a major adjustment to its organizational structure a year ago, and the whole system has become more flattened..... Douyin's actions in express logistics are bound to accelerate.
Second, the express delivery invested by Douyin has done the first place here
In fact, Douyin has always had actions in the express delivery industry!
iMile, which currently ranks first in the Middle East market, is invested by Douyin. According to reports, Douyin's parent company, ByteDance, invested $10 million.
Founded in 2017, iMile has borrowed the concept of domestic e-commerce logistics and has been "serving e-commerce" since its birth. In just four years since its establishment, it has won more than 40% of e-commerce users in more than 10 countries in the Middle East. At its peak, the number of orders reached 500,000 single days in 2021. Don't underestimate this number, you must know that J&T Express in Southeast Asia has an average of more than 2 million votes per day, and its profitability is indeed as high as billions a year.
The most important thing is that it has cultivated a group of self-owned professionals who understand express delivery.
3. Will it be the next J&T Express?
Like when J&T Express first entered China, iMile does not have too many personnel now. According to reports, at present, the company has more than 2,000 people, 75% of the business executives are not Chinese talents, it can be said that compared with many express companies, this is a truly international express company, the company's goal is also to make iMile the next generation of global express giants.
As an express delivery giant, it will certainly not give up the world's first domestic express delivery market. Personally, I think that iMile is very likely to enter the domestic express delivery market with the support of Douyin, not necessarily to say that it is self-built express delivery, but through the equity operation of Douyin, and to carry out in-depth binding cooperation with domestic express delivery companies.
1. Acquisition of an express delivery company. For Douyin, this is simply unwanted. If this step can really be achieved, the road that J&T has taken 5 years to take, Douyin may be completed in one day.
2. Equity binding, partial shareholding. This is a common pattern in the current industry, and I personally think that this probability is relatively large.
What do you think?