Mid-Autumn Festival, the trendy young people don’t want to cook, so let’s take it out. It is delivered to the door in about 30 minutes. You don’t have to do it yourself. The heat and freshness can be guaranteed. This is the correct way to open the holiday.
Editor’s note: This article is from WeChat public account “e-commerce online” ( ID: dianshangmj), author Zhu Yingli, editor / Si Wen.
Mid-Autumn Festival, the trendy young people don’t want to cook, so let’s take it out. It is delivered to the door in about 30 minutes. You don’t have to do it yourself. The heat and freshness can be guaranteed. This is the correct way to open the holiday.
These daily behavioral habits constitute a business-friendly password. In the market of takeaways, “instant delivery” has become a sought-after cake and an increasingly important branch of the logistics system.
According to the latest report of Ai Media Consulting, China’s real-time distribution market monitoring report for the first half of 2018, 2018 China’s real-time distribution industry users reached 355 million. According to statistics, as of the end of 2017, the number of Chinese netizens reached 772 million. In other words, more than half of Chinese netizens use instant delivery.
September 4 The real-time logistics industry launched a “Huashan sword”, the hummingbirds match, the US group distribution, Dada-Jingdong home, flash, point I and other head companies have shown their muscles.
Having gone through a takeaway After the war of money, the real-time logistics industry is booming with new retail and local life, and is expected to reach 24 billion packages by 2020.
Some people say that the best destination for real-time logistics companies is to “marry into the giants”, and the highest ceiling is also a puzzle of the giant strategy. But the market cake is big enough to accommodate every different player.
Ali Jing Dongmei Group has already entered the market. Will the “instant logistics” industry be the next “network car war”?
originated from takeaway, burned money to survive
The concept of instant logistics is made up of meZhao Jianfeng, the founder of the company, usually refers to matching demand and capacity in real time through global scheduling.
Instant Logistics, Integrate real-time production and real-time logistics to form a decision-making system to improve the efficiency of business operations. Real-time logistics is the logistics form of the just-in-time idea applied to the O2O field in the Internet era. The performance of the same city is 1-5 kilometers in the same city, and the time range is between 0.5 hours and 4 hours.
Outsourcing is the earliest form of instant logistics. Beginning in 2014, catering takeaways began to enter the lives of ordinary people, with the demand for instant delivery. Delivered in 1 hour, you can view the real-time location at any time, and the instant delivery will carry the digitized genes at the beginning.
Back then, the three big take-out platforms in order to seize the market, subsidies are the most important way, one of which is the cost of subsidized distribution.
Users can remember the era when the delivery fee is free. In 2015, whether it is hungry or a US group, there is basically no need to pay the delivery fee for ordering.
In the same year, the third-party real-time distribution platform “I am going to be” was established (later renamed as I am). At the beginning, based on the accumulation of merchant resources and services, the online order was 4 months, and the order volume exceeded 350,000.
But the three big take-out platforms soon launched their own logistics distribution system, hungry, independent research and development scheduling system, launched hummingbird distribution, the US group take-out launched the US group to send, Baidu take-out also launched the Baidu Knight.
In order to seize the market, the three platforms burn money to cultivate their own logistics system, and the order costing 6-7 yuan only charges 2 yuan for delivery. The independent party like me can only burn money and accompany it. The founder Zhao Jianfeng said, “In October and November 2015, you will lose more than one million yuan every day.”
Another similar third-party distribution company, Mr. Feng, also experienced such serious injuries. In 2015, the company directly reduced its weight from tens of thousands to hundreds of people.
Independent third-party real-time logistics companies have no access, lack natural traffic, and survive especially hard. “Married into the giants” or the best way to ensure sufficient funds and natural flow support.
In September 2015, let me get the C-round financing of hundreds of millions of RMB led by the word-of-mouth network and innovative workshops. After getting the C round of financing, let me start to develop an instant crowdsourcing logistics platform – point me. In July 2016, Alibaba received a strategic stake of nearly 1 billion yuan. If you are hungry, you will also participate in investment. In 2018, the rookie reached the shareholding point of 290 million US dollars and became the controlling shareholder.
And “Mr. Feng” lastThe financing stayed in January 2018 and there is no more voice now.
The takeaway has spawned instant logistics, but the takeaway is only a small part of it. As these instant delivery companies develop to a certain extent, new scenarios and needs begin to emerge.
New Retail Stimulus
The hummingbirds sent flowers, fruits and medicines in addition to the takeaways; the riders of the US group also moved from restaurants to supermarkets and fresh food stores… In other words, the real-time logistics team built for take-away There has been capacity spillover and new growth is also being sought.
as the end of the instant Logistics and upstream business are inseparable. In the past two years, new retail and local life have emerged, and online and offline integration has brought new growth to real-time logistics.
Liu Yuyang, vice president of Hummingbird, said that today’s real-time logistics has become the infrastructure for new retail and local life. For those physical stores that want to be online, real-time logistics can help them reach out. More users. To put it another way, because of the demand for new retail, instant logistics has more customers.
From the perspective of new retail and local life, instant logistics solves the problem of B2C. Representatives of this model include Hummingbirds, Meituan Distribution, and Dada-Jingdong.
Another important scenario for instant delivery is the fragmented C-end demand. I want to send a courier to the city, send a bunch of flowers to my beloved, and queue up to buy a net red milk tea. This type of instant delivery actually buys time.
Zheng Wu, general manager of Guotai Junan explained that the difference in education and income of each person creates a difference in time value. This difference in time value is being traded more through real-time logistics.
The C-side user has formed a certain mentality including flash, UU errands and so on. They started from the same city as the courier, and many years of operation have gained a good reputation among users. And compared with other grab orders, they take the special delivery, there are certain advantages in the experience.
In July this year, Ai Media Consulting released the “2019 Instant Logistics Industry Research Report”. The report shows that the real-time logistics orders in 2018 reached 13.44 billion units, which is expected to reach 18.49 billion units this year, with a scale of 131.2 billion yuan. In addition, the proportion of instant logistics non-meal distribution continues to expand, and the market potential in the future is huge.
Under the market prospect of 100 billion yuan, whether it is B2C or C2C, the mutual invasion of the territory will become the norm in the future, and the melee will continue.
The ceiling of instant logistics
Instant logistics from the beginning of the takeaway, threeThe big takeaway platform occupies the vast majority of the market.
According to Ai Media Consulting Data, the market share of China’s instant delivery platform orders in the second quarter of 2018 ranked first in the distribution of hummingbirds, accounting for 29.7%; the second new Dada accounted for 25.1%, third place The US group’s takeaway distribution accounted for 23.5%. Independent third-party flash is ranked fifth.
With the potential of the real-time logistics market, traditional logistics companies have joined the track.
In 2017, Yuantong launched the timing; in April 2018, Yunda launched the cloud delivery; in June 2018, SF also launched the same city delivery last year; Quanfeng Express and ZJS delivered the “Instant Match” and “O2O Flash” respectively. Send “business, etc.
Therefore, the current real-time logistics companies can be roughly divided into three categories, one of which is the take-out platform represented by Hungry Hummingbird, Meituan, Dada-Jingdong, and the other is “three links and one arrival”. The e-commerce and traditional logistics enterprises represented by SF Express; the third is a professional real-time logistics platform such as Ida, UU errands, and flash.
In 2018, instant logistics set off a financing boom.
July 11 , I have been strategically controlled by rookie with 290 million yuan; on August 6, UU ran errands to get 200 million rounds of strategic investment; on August 9, Dada-Jingdong arrived at home to receive Wal-Mart and Jingdong 500 million US dollars; 8 On the 28th, the flash completed a $60 million D1 round of financing.
Capital boost Behind it is the separatist of the giant. Point I has further become a part of Ali’s strategy, Dada-Jingdong home to provide real-time logistics support for Jingdong’s unbounded retail.
Click me to CMO Yang Lan to tell “e-commerce online”, integration into Ali can not only get data and technical support, but also some natural flows including hungry, Amoy, etc., but on the other hand It also means that the ceiling of the company has also been set in advance, and it is impossible to become a unicorn type enterprise.
This is also the common point of the hummingbirds, the US group distribution and the Dada-Jingdong home-based company. On the one hand, there is no business in the giants, and on the other hand, they are naturally dependent and cannot grow independently.
But for flash and UU errands, the same problem exists. On the one hand, too many competitors are too powerful; on the other hand, starting from the C side Flash, the current business model and income is still relatively simple, compared with the B-side merchants, this money is not very easy to earn.