“Looking for goods and looking for goods,” this sentence was more and more known in 2019. If you are in Guangzhou, you will see the orange van passing by inadvertently, with the slogan and the words “cargo”.
The rapid development of the mobile Internet has continuously refreshed the traditional industry trading methods, and logistics and freight transportation has become more efficient and convenient like Drip. Lala is a platform that provides Internet logistics services by matching users and capacity. It was founded in Hong Kong in 2013, entered the Chinese mainland and Southeast Asia market in 2014, and expanded to India in 2019. As of June 2019, the cargo pull business has covered 166 mainland Chinese cities, 14 cities in Hong Kong, Taiwan, Southeast Asia and India. The platform has 300,000 monthly drivers and 4 million monthly users.
In the beginning, the focus of cargo pullers is on the B-end users who are mainly wholesalers. These users have high frequency requirements and are more aware of the standardization of services. With the gradual deepening of the domestic market, this year’s cargo puller pays more attention to cultivating C-end users. For such users, logistics and freight services are immediately needed, and they hope to save time and effort while still hope to solve the problem. Other needs, such as pulling goods and providing moving services. For this reason, Lala has released small programs on WeChat, Alipay, Baidu and other platforms, focusing on the freight O2O field. Users can easily place orders through small programs and quickly match the truck resources of various models.
Recently, the program interviewed the operator of the goods Lala Alipay apple program, Cai Yali, talked with her about the development of the logistics and freight industry, and the performance of the cargo pull on different small program platforms. The following is a dialogue record, knowing that the program did not change the original intention of the editor.
Know the program: Although there is a lot of information on the Internet, I still want to make a brief introduction to the cargo pull.
Goods: The goods were opened in Hong Kong in 2013 (English name: Lalamove), entered the Chinese mainland and Southeast Asia market in 2014, and expanded to India in 2019, is an Internet logistics Service Platform. With the mission of “Easy Traveling Easily”, Carla Lara integrates social transportation resources through a shared mode, completes a large capacity reserve, and builds “convenient, affordable, safe and professional” freight based on mobile internet, big data and artificial intelligence technology. The platform enables real-time intelligent dispatch of multiple models, providing efficient logistics solutions for individuals, merchants and businesses.
Know the program: After the user submits the order, how does the system complete the entire transaction process? Which roles and applications are involved?
Cargo pull: After the user submits the order, the system will transfer the order data to the request in real time according to the multi-dimensional user requirements such as vehicle type requirements, distance, additional requirements, cargo category, order preference, etc. Within the scope of the certified freight driver, the driver chooses whether to take the order, the successful driver will go to provide services for the user; the whole process we can do the user 5 seconds order / driver 10 seconds order / 10 minutes The inner vehicle arrives at the vehicle. Mainly related to the role of users and drivers, as well as cargo pull-end client and driver products.
Know the program: How is the pricing system in the cargo zipper designed?
cargo pull: according to professional market research / industry analysis / and millions of real order data.
Know the program: Can you introduce the membership system for the driver? This seems to be your first creation.
Goods: Currently, in the industry, most of them are in the form of pumping. Cargo has adopted a membership system in most cities. The membership model ensures that the platform continues to export freight services. For full-time drivers, the membership system can reduce the cost per driver and make the driver more work. In order to give drivers more freedom, they will release their capacity more and increase the matching rate. Cargo has implemented a membership fee 2.0 model in some cities, namely membership fee + information fee mode. The two are not charged at the same time, and members of different grades have a corresponding level of information-free fee limit. If the driver exceeds the limit and receives the order, only a small portion of the information fee will be charged.
This aspect gives the driver more freedom. After the information-free fee limit is exceeded, the driver can choose to continue or stop the order. On the other hand, lowering the threshold of the platform provides equal opportunity for some part-time drivers and junior member drivers. For hard-working drivers, this model is more cost-effective.
Know the program: Cargo is entering China in 2014, which time period is the fastest growing? What is your future judgment about the same city freight? Does cargo lala also expand new business?
Goods: The cargo order has gained nearly 200% in 2018, and has maintained a high growth rate since 2019. In February of this year, the cargo Lala completed the financing of the D1 round of the Gaochun Capital and the D2 round of the Sequoia Capital China Fund. The total amount of this round of financing was US$300 million. This year, Lola continued to expand in the mainland and overseas. It continued to focus on the growth of the same-city cargo business; deepen the development of enterprise and automobile sales; try and explore opportunities for change in other businesses in the same-city logistics chain.
We have very optimistic judgments about the future of freight in the same city. The freight volume is actually a barometer of the national economy. From the data of China’s cargo shipments from January to May this year, the activity of trucks increased significantly. The daily average number of trucks on road freight was about 3.64 million. The average daily activity rate exceeded 60%, which was 8% higher than the same period of last year. The number of operating days was 18 days, an increase of 5.9% over the same period last year. Specifically, in the same-city freight transportation field, the size of the same-city freight market exceeded 20 billion in 2018. Based on the LBS-based city freight network, the vehicle and cargo matching challenges were effectively solved. In 2018, the transaction volume exceeded 40 billion yuan, and the industry was in a rapid growth period. .
At the same time, in the past five years, the proportion of China’s total social logistics cost to GDP has been reduced from 18% to 14.6%, but there is still a distance of 6%-7% from Europe and the United States and Japan’s 5% of GDP. The ceiling of this market is far from being touched and there is still a lot of potential.
Know the program: How long is the “zipper” applet online? Why do you want to develop a small program? What problems have been solved by the emergence of small programs?
Cargo pull: The multi-party applet is only available for a few months. The reason for the development of small programs is to provide cargo pull-up services for more people with useful car needs, and the convenient and concise small program is loved by users because of its “use it, go back” feature. The service scene provided by Lala is highly consistent, so we have launched a multi-end applet that will make users faster and faster.The use of the cargo pull service in various places.
The emergence of small programs has solved the problem of more C-side user coverage and convenient use, and also reduced the user’s new cost. With Alipay and WeChat ecosystem, users can lower the threshold of use and do To throw and use, precise and pure tool positioning.
Know the program: How many small programs do you have? At present, the proportion of C-side users from small programs is about? It is very difficult for small programs to do active push. Is this a serious problem for you? How did you solve it on the driver side?
Cargo pull: At present, we have launched a small program on Alipay, WeChat, and Baidu. The proportion of C-side users using small programs is relatively high, estimated to be around half. /strong>. It is with regard to push and other issues that the driver currently only has one app.
Know the program: What role did the applet play in the original system? Will it reduce the activity of old users in the app?
Cargo pull: The applet is a tool for the C-end user to pull out new services. Active old users have their own habits, and once they are used, they will be more difficult to move. The current user of the applet has a lower degree of overlap with the user on the app side, so it has little effect; and there are cases where the user actively downloads the app after the applet enjoys good service.
Know the program: not only the WeChat applet, but also the cargo puller is on the other platforms such as Alipay, Baidu, and Express App. Small programs, how do small programs on different platforms perform?
Cargo pull: Based on different ecological attributes, WeChat applet and Alipay applet are the main force, Baidu and fast application platform are also catching up.
In contrast, WeChat applets will perform better on retention, and users of Alipay applets will grow faster; this aspect is mainly affected by the ecological maturity of small programs and platform attributes.
Know the program: What is the distribution of the open source of the “zipper” applet on WeChat, Alipay, and Baidu?
Goods: Based on the ecological properties of Baidu and Alipay, the search and shipping-related precision classification of the two ports is the main source of openness, given WeChat The media attributes of social attributes and public numbers, WeChat search / public number and user active sharing are the main source of openness.
Know the program: Can you pull the “cargo” on these platforms, from the day, the user, the order What is the comparison with the app in terms of quantity and sharing?
Cargo:: As shown in the table below.
Know the program: What is your long-term plan for the small program?
Cargo pull:Continued to the C-end user’s convenient service strategy, vigorously develop small-end programs, and at the same time enrich the product matrix to meet the multiple service demands of moving/pulling/sending vehicles
Know the program: What constitutes the user structure (B side and C side) and user behavior? What is the difference between a user portrait and an app in an applet?
Cargo pull: B is more high-frequency demand, and the standardization of services is well-known; C-end users are more just-in-time, and the service requirements are worry-free and hope to be one stop. To solve other needs, such as pulling goods and providing moving services. User images are slightly different, and the B-end users of the app account for a higher percentage.
▲ Left is a screenshot of the cargo pull app, right is a small program screenshot
Know the program: “Cargo” appIn the middle, “freight” and “moving” are under one label, and on WeChat these two functions are split into two small programs; there is no functional distinction between the Alipay applets. What is the difference between this consideration?
Cargo pull: is mainly based on the different user groups served by different ports and the long-term planning of the product gradually, but also includes the user’s new cost / new source and retained data. Aspect considerations.
Know the program: I found that in June, I can enter the “cargo” from Alipay several activity pages. Let’s talk about Alipay which specific traffic is tilted to you? What are the benefits of these activities?
Cargo Lala: In June, he cooperated with Alipay in many aspects, including campus life channel, Alipay member points channel, small program collection, daily lottery, brand marking, and increased search term coverage. Wait for a few actions. We are especially grateful to Alipay for its support, and the cargo puller also wins with Alipay through its own services and traffic. Because the event delivery scenario is more precise, the revenue is considerable, and the coupon issuance rate for some activities can be as high as 50%.
Know the program: Do other small program platforms have traffic skew? How’s the effect?
Cargo pull: Each platform will have different ecological strategies, and there will be some traffic cooperation, just different forms and methods; overall, it has achieved good results.
For example, Alipay officially conducts a certain percentage of traffic return incentives based on the flow of traffic from merchants outside Alipay. In addition, Alipay has a membership system. If the merchant can first consume a certain standard of points in the private domain and prove that it has the ability to consume points, then the official will be included in the member exchange channel redemption system.
Know the program: We all know that the same city cargo business is relatively low frequency for C-end users, then in addition to platform support Have you ever had any new, active, and retained actions? How is the effect?
Cargo: inWe have different operational actions on each platform. Take Alipay channel as an example. The main actions are focused on the flexible use of platform operation tools to build user systems (for example: sharing courtesy, members with courtesy, collection of gifts, etc.), using cargo pulls Traffic directed drainage, combined with Alipay brand activities to establish user perception, etc.; overall achieved very good results, if the channel in the scene is more accurate, the effect is better. The follow-up will continue to enhance the playability of the operation from the aspects of product experience, points system, sharing mechanism activities, and accurate scene display.
Know the program: In operation, what experience can I share with us?
Cargo Lala: App is the base camp, and the small program is the new leader. Operation makes rational use of the characteristics of each platform and formulates targeted strategies, so-called local conditions. For example, WeChat relies mainly on social attributes for fission; Alipay follows the official pace, and businesses work together to break through.
Know the program: Have you considered the small program to carry a heavier business after considering it? For example, the cargo car rental function of the cargo pull, such as the cargo pull driver, the enterprise.
Cargo pull: It is also considered to be based on the crowd/frequency/coincidence of different businesses; and the ecology of the small program; the thickness of the business carried by different small programs may be There are different.
Know the program: What activities or other plans does the “Cargo” have in the small program?
Cargo pull: Regardless of whether it is a product or an operation, our plan has been scheduled to the end of the year; in the near future, it will quickly enrich the service categories, clarify the points system, and enhance retention; in the long run In fact, we are planning the innovative marketing actions of O2O, and we will wait and see~