Shulou(Shulou.com)11/24 Report--

"the essence of e-commerce competition is supply chain competition. Self-control of logistics and other links is not only the basis for reducing costs and improving efficiency, but also the cornerstone of extending to the value chain. Douyin Logistics is more similar to the early Cainiao network, but will continue to evolve with development, it is expected that the scale of business reaches a certain extent, it is not ruled out to rebuild independent logistics again."

The strongest business war of the year is taking place in the e-commerce industry. In addition to Taobao's live broadcast of the pre-war poaching Douyin "top stream" has attracted much attention, the new power Douyin is also "silent" to make up for its shortcomings and enter the logistics war.

On the eve of Singles Day this year, Douyin e-commerce launched a pilot "Voice demand reach" service in some cities. at present, it has been connected to JD.com Express, SF, Zhongtong, Yuantong, Yunda and other enterprises to provide Douyin users with door-to-door delivery and other services.

In the case of the gradual completion of the closed loop of e-commerce transactions, the logistics part, which has been criticized by consumers, has become the biggest worry for Douyin e-commerce. Especially in this year's express industry to increase "door-to-door" investment, to enhance the end of the general trend of service quality, Douyin e-commerce at this time to make up the "deficiency" is particularly important.

With the promotion of cooperation with third-party logistics platforms, it is said that this is a sign that Douyin e-commerce will no longer take the road of self-built logistics.

However, according to Yang Daqing, an expert in the logistics industry, "self-construction depends not only on the comprehensive financial return of the enterprise, but also on the strategic layout facing the future." if excessive investment brings debt burden and profit decline in the short term, cooperation is the best choice. " He predicts that after Douyin reaches a certain level of business scale, it still does not rule out rebuilding its own logistics again.

At a time when the e-commerce industry is changing from flow competition to supply chain competition, the independent control of logistics and other links is not only the basis for enterprises to extend the layout to the supply chain, but also a sharp weapon to reduce costs and increase efficiency.

In fact, Douyin has long been exposed to act in related fields, testing "Speed", "Yin Zunda" and other services, and even set up a logistics technology company to completely control the logistics supply chain.

Overlapping actions to Douyin logistics cast a layer of fog, how on earth does it go?

1. To expand the "moments" to refer to the "Voice on demand" service, the industry will inevitably compare it with the "Yin Zunda" service that has been widely discussed by Douyin before.

In January this year, Tech exposed the "Yinzunda" (Douyin, premium, delivery) service, which is the solution launched by Douyin United Express to solve the problems of express delivery, such as no telephony (phone contact), no door-to-door service, and poor service attitude.

The core of the service launch is to reduce the return rate and complaint rate caused by logistics reasons, help businesses to improve the level of logistics services, and improve the repurchase rate of users. At that time, the express delivery companies connected to the service mainly included Zhongtong, Yuantong, Yunda and so on.

And "Yinyuda" has a high similarity with "Yinzunda" in terms of service name and service content.

Wang Tong, head of the pan-e-commerce business of JD.com 's Logistics sales and Development Department, introduced to all-weather science and technology that "Yinyuda" represents "Douyin, demand, and delivery". It mainly emphasizes that it can cover consumers' multi-scene and diversified logistics and distribution service needs, and provide terminal personalized services such as door-to-door delivery.

In addition to JD.com Logistics, SF, Zhongtong, Yuantong, Yunda and others have also been exposed to gradually connect to this service of Douyin platform, and they have been involved in the performance layer of Douyin e-commerce as "infrastructure providers".

As a matter of fact, the preparatory work for the launch of Yinyuda is not necessarily later than that of Yinzunda.

As early as September-October 2021, JD.com Logistics held many seminars with Douyin to share JD.com Logistics' accumulated capabilities and experience in JD.com 's retail development.

"the logistics industry has basically reached a consensus through model derivation that the improvement of e-commerce platform experience at the performance level and the improvement of NPS (net recommended value) are positive drivers for placing orders, closing transactions and rebuying." Wang Tong recalled that based on this premise, the two sides focused their discussion on "improving the C-side experience" and tried to launch some new services and models.

And round-the-clock science and technology learned from people close to Shun Feng that in addition to solving the problem of non-door-to-door delivery of express delivery, non-compliance such as false signing and receiving are also included in the governance. third-party platforms for access services need to provide services such as "pre-delivery telephony" and "door-to-door delivery".

Specifically in terms of the form of cooperation, the Douyin platform will introduce the effect of the "Voice demand" service to the target merchants. Once the merchants choose and purchase the "Voice demand reach" service and use the cooperative logistics enterprise to send the goods, the buyer will complain to the platform for reasons such as non-door-to-door delivery and false signing after receiving the goods. Once verified, the cooperative logistics enterprise shall pay the compensation to the platform by ticket, and then the platform will pay the buyer in the form of shopping vouchers.

It is not difficult to find that in this cooperation, Douyin mainly undertakes locking target merchants to BD to participate in the project, marking door-to-door delivery orders, organizing dedicated customer service operators to monitor merchants and buyers' logistics experience feedback, while cooperative logistics enterprises perform the service requirements of "delivering telegrams, door-to-door delivery, and putting an end to false signing" in the receiving link.

For cooperative enterprises such as JD.com Logistics and Shun Feng, terminal services such as "door-to-door delivery" are already "standard services", no matter from the perspective of internal management or from the perspective of the platform. cooperation with Douyin e-commerce is an opportunity to examine the quality of service delivered at the end, and can even complement the business volume of the platform.

"compared with the number of daily active users, GMV and other indicators, Douyin is the current e-commerce order growth platform with rapid growth. Access to it can have a scale effect on our network expansion." According to Wang Tong, at present, JD.com Logistics has fully connected with all categories of Douyin ecommerce. In addition to providing "voice-on-demand" services, it also provides solutions in the whole process of implementing the contract, and aims to provide logistics supply chain services covering the whole scene such as express delivery, frozen chain, city, etc.

The aforementioned person close to Shunfeng told all-weather technology that in the early days, the "Voice demand reach" service only targeted Hangzhou, Guangzhou and Shenzhen for small-scale testing. it is mainly measured from two dimensions: experience indicators (participation rate of satisfaction with compliance services) and experience indicators (A / B test of the logo of "door-to-door delivery" through the purchase interface, tracking the conversion rate after marking). A review is planned at the end of October "if the results meet the expectations, pilot cities and individual quantities will be expanded."

2. As the last step of e-commerce, the importance of logistics service quality is self-evident.

A typical case is e-commerce leader Ali, who became a rookie in order to cut into the logistics track, initially positioned as an "Internet technology company", that is, to integrate logistics and transport capabilities through technology as a platform. With the comprehensive development of Ali e-commerce business from C2C and B2C to multi-mode, the requirements for logistics services are also increasing, and Cainiao has set up a self-supporting team in the past two years.

On the other hand, JD.com embarked on the road of self-built logistics from the very beginning, and then acquired Dada, Debang and other enterprises in the process of business development. It is worth noting that Dada is also building an open platform for unmanned distribution.

The mode of the two head players has gradually converged.

Perhaps paying attention to the path of "predecessors", Douyin began its logistics layout shortly after entering the e-commerce track. And from various signs, Douyin e-commerce initially also moved the idea of self-built logistics.

In 2021, Douyin was exposed, requiring the platform's own stores to use the electronic noodles provided by Douyin for single delivery from August 1 of that year, and no longer support electronic noodles from platforms such as Cainiao and pinduoduo. This is also seen by outsiders as a signal for Douyin to strengthen the protection of user transaction data and expand and strengthen the e-commerce business.

At that time, the market focused more on Douyin's distance from building an e-commerce closed loop; from now on, the introduction of electronic noodles will not only give Douyin more say to formulate merchant management rules, but also lay the foundation for the construction of its logistics supply chain.

According to Tianyan, not long after that, byte Jump indirectly took full control of Shanghai Daojue Logistics Technology Co., Ltd. (referred to as "Byte Jump"). Byte Jump Hong Kong indirectly holds a stake in Shanghai Star Jump supply chain Management Co., Ltd. (referred to as "Star Jump").

In addition to keeping the same place of registration, registered capital and registration time, we can see from the name that the two companies are mainly related to the logistics supply chain, and even the scope of business is mainly concentrated in the warehousing part of goods.

In the logistics and express industry, warehousing is the key node of transportation. the platform controls the circulation and scheduling efficiency of goods, and the digital construction around warehousing is an important link to reduce costs and increase efficiency.

Through a series of actions of changing electronic noodles and investing in warehousing, it is not difficult to see the importance Douyin e-commerce attaches to logistics and its ambition to build its own logistics.

Rome can't be built in a day. As we all know, logistics is a heavily invested industry. in order to build its own logistics system, JD.com paid a price of tens of billions of dollars for as long as 12 years.

Even if Douyin is "Deep-Fried Chicken", with an annual income of about US $58 billion and an average daily income of more than 1 billion yuan, no one can guarantee whether it will have the financial resources to build its own logistics when the traffic growth tends to be saturated and the growth rate of advertising revenue slows down.

Yang Daqing, an expert in the logistics industry, also pointed out that "Direct Investment Logistics is not an option for Douyin e-commerce in the early stage of development. It is necessary to manage and control logistics for Douyin e-commerce to do well." The digital logistics management and control system constructed by Voice demand and so on does not belong to the category of directly participating in the operation of logistics entities.

3. Follow the old path of "rookie"? In 2022, with the exposure of services such as "Express", "Yinzunda" and "Yindu Da", "giving up self-management and moving towards aggregation" has become a new impression left by Douyin Logistics to the outside world.

In fact, Douyin had already made low-profile investments in enterprises related to the logistics supply chain, especially in smart logistics and technology logistics, directly hitting Kang Zeyu, then president of Douyin, in action.

"at present, Douyin e-commerce is not doing warehousing and logistics, nor does it intend to build its own warehousing or logistics." Kang Zeyu said at the Douyin ecommerce ecological conference in April 2021.

Douyin's logistics supply chain investment list includes Syrius, a developer of unmanned logistics robots, Future Robots, a provider of visual self-driving solutions for industrial vehicles, Zhangteng Group, an integrated service provider for cross-border logistics, and Si Nien Zhizhi, a port full-stack unmanned collection card transportation solution provider.

In February this year, Byte Jump was also accused of completing the investment in Polar Rabbit Express to make up the overseas e-commerce territory. Although this news is denied by byte jump, the news about byte jump building logistics network overseas continues. Global Tech also said that with the help of Longteng Group's "global cross-border e-commerce infrastructure", byte jump has built a "cross-border e-commerce logistics network covering Europe and the United States and six continents".

In addition to overseas investment projects, Douyin e-commerce open platform, cooperation with logistics enterprises model, but also let many people see a trace of rookie early to do digital logistics platform shadow.

Although Cainiao and JD.com logistics were different at the beginning, under the current general trend that different logistics enterprises learn from each other, the two are no longer completely divided. Yang Daqing pointed out, "Cainiao Logistics is inclined to a digital and open platform." but also establish independent controllable logistics resources Cainiao direct delivery and so on; JD.com logistics tends to heavy asset logistics system, but is also building an open platform to absorb social logistics. The current stage of development of Douyin is more similar to the early rookie network. "

A senior person familiar with the logistics industry told all-weather technology that JD.com and Cainiao are all experimenting with their own path, regardless of whether the proprietary model or the platform model has its own advantages and disadvantages. The industry sees very clearly, "Douyin may want to take a different path, specifically it may be a three-in-one business model of self-building + investment + binding logistics enterprises."

However, the form of binding with a third party will not be too stable after all. The above senior personage in the logistics industry told all-weather technology that although various platforms have begun to cooperate, cooperation is still very cautious. "on the one hand, the negotiation cycle and product design cycle are relatively long." on the other hand, the development needs of the platform may change at any time. "

E-commerce competition ultimately boils down to supply chain competition. Douyin can take advantage of efforts to achieve rapid deployment of the logistics network in the short term, but it still needs to build its own logistics team in the long run.

Yang Daqing believes that in the next stage, the competition between new and old e-commerce players in the field of logistics will focus on: integrated supply chain services to promote the whole chain optimization of supply chain logistics; intelligent supply chain services to promote the accurate and efficient docking of supply chain supply and demand; international supply chain logistics services to promote global procurement and global transportation and marketing.

This article is from the official account of Wechat: all-weather Technology (ID:iawtmt), author: Zhang Chao, Editor: Luo Lijuan

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