Behind the rookie OKR, the logistics quality has reached the deep water area

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Author 丨 Zhang Tao

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Established on Taobao's e -commerce business, rookies are now 9 years old.

For the future road of rookie, at the recent 2022 Cainiao Open Week held, Cainiao CEO Wan Lin mentioned, "Since its establishment in 2013, there have been many changes and adjustments in the middle, but I think that one thing is the same. That is, Cainiao hopes to be a customer value that drives the globalized logistics industry Internet company, which is a very clear and clear positioning. "

Specifically this year, for customers and consumers, Wan Lin also sets five things to do the rookie: delivery, special industry supply chain, domestic goods out of sea, science and technology to go to the countryside and enterprise ESG. The delivery of the house was put on the first five things.

Behind this series of actions revealed what signals, this is the core issue that this article wants to discuss.

01 Crossing the threshold of "door" means re -reshuffle

"Delivery is the top priority for improving consumer experience. Delivery in various ways will be our most important direction this year." On July 26, Cainiao CEO Wan Lin said at the 2022 Cainiao Open Week.

Dare to arrange "delivery to the door" first. Behind this is not only the determination to improve the quality of the rookie service, but also to a certain extent that the rookie now also has the ability to "come to the door".

A few days ago, the Chinese Consumer Association released the 2022 "618" consumer rights protection public opinion analysis report. The report shows that in the problem of more delivery of consumers, not being delivered to the door is criticized.

The China Consumers Association emphasized whether the "capillaries" of express delivery services are healthy and smooth as the last mile of online shopping consumption, affecting the virtuous cycle of the entire service process.

Obviously, a lot of dissatisfaction during the last mile of delivery has troubled the express industry for many years. This is the pain point of the industry, but in the face of the e -commerce market that enters the stock competition, Cainiao clearly recognizes the importance of the logistics service experience, and is determined to improve the proportion of logistics scenarios and orders covered by delivery.

In fact, the direct -operated delivery of Cainiao has served the Tmall supermarket orders for many years.

For rookie, what I want to do next is to allow this high -definitance to perform the scope of the on -site performance, that is, let the "cat super" on -site logistics promoted to Tmall Taobao more categories.

In the "last 100 meters" scene, the Cainiao Post Station has not only expanded to more than 200 cities in April with Tmall and Taobao's "free custody, on demand" in April and Taobao. Sex is constantly improving (the fastest can be achieved at the fastest, and the day of the day).

From the data disclosed by Wan Lin at the Open Week, all consumers who have experienced the delivery of Cainiao Station's delivery at the door have improved the repurchase rate of the user who chose "self -mentioned". This shows that since the rookie station has insisted on doing the door under pressure, although it is accompanied by controversy and doubt, it has received certain positive feedback at the consumer level.

As for the third method of this newly added, the selection right has been advanced to the consumer "place order" link: Among the cities and businesses that have been opened, consumers can choose to pay the single page online, and you can choose whether you need to send it in advance whether you need to send it. There is no additional payment on the door of the goods.

In the past, only JD.com and SF can be provided in the express delivery industry. Although the rookie directly delivered to the Tmall supermarket order to perform on -site delivery, it could not provide services in the whole category. A paragraph.

However, from 618 this year, Cainiao direct delivery has begun to access Tmall International. According to the latest data, 80%of the rookie bonded warehouses can provide high -quality logistics services for delivery. The scope of "Cat Super" on -site service has continued to expand, which also makes rookie direct delivery to the same echelon with Jingdong and SF Station.

This time, the rookie proposed that the delivery of the delivery was ranked first, and the delivery option was made to the e -commerce platform. It is expected to break through the "bottleneck" of the long -term on -site pressure on the end of the delivery. The original intention of value is the core driving force, and it is also of great significance to the service layer and product layering of the express delivery industry.

02 Supply Chain Upgrade is an anchored new increase

At the Global Smart Logistics Summit last year, Cainiao CEO Wan Lin has proposed three development opportunities in the logistics industry, namely: digital and intelligent acceleration of logistics; accelerated consumer supply chain to the industrial supply chain; Chinese logistics companies participated in deeper participation Global logistics construction.

And Wan Lin's recently emphasized the characteristic industry supply chain, domestic goods to the sea, and the departure of the countryside to go to sea, which corresponds to the three incremental opportunities.

According to iResearch data, in 2021, the revenue of the supply chain digital services was about 2.8 trillion yuan. At the time of the conversion of new and old kinetic energy, many players in the market carried out different forms of supply chain digital upgrades based on the original business foundation.

"Domestic e -commerce has developed to the present, GM's supply chain and logistics capabilities have developed very well, network efficiency is very prominent in the world, and the cost -effectiveness of timeliness and cost is also very good. But in some specific industries, there are many pain points in some specific industries. "Solution", Wan Lin said.

To this end, in terms of the supply chain of characteristic industries, Cainiao will produce new actions this year, which will upgrade services around home -installed, heavy goods, cold chains, household appliances, fast -moving consumer, and other industries: food heavy goods "delivery door, damaged compensation"; The household appliances are "the next day, the night must be compensated"; the cold chain "freezing compensation must be compensated" and so on all the quality of the supply chain service to a new level. On the other hand, at this stage, domestic goods are becoming an irreversible trend, but the brand's requirements for refined and digital intelligence logistics have further improved, and higher requirements for cross -border logistics and supply chain services.

This time, in terms of international logistics and supply chains, Cainiao expanded the international logistics channel for "domestic goods" under the epidemic and upgraded the international end -to -end performance service, which also conforms to this trend.

Whether it is a multi -form delivery, or the supply chain of the characteristic industry, and the overall channel of domestic goods, etc., behind the rookie's promotion of its own logistics capabilities, it is inseparable from technology strength. Therefore, logistics technology is indeed necessary as the fourth thing that is emphasized.

In the past 2022 fiscal year, Cainiao contributed a revenue of 66.8 billion yuan to the group, an increase of 27%year -on -year, of which 69%came from external customers. It just reflects the rookie on a correct road.

03 In long -termism, ESG is competitive

Looking back on the growth of growth, in the 9 -year development, Cainiao layout of multiple tracks of the entire logistics industry chain, which greatly meets the logistics needs of multi -business, full -scale and full -linking of Ali and external customers.

As the rookie moves to the stage of business maturity, there is a problem in front of the rookie. How should the rookie go in the future?

Although it had been swinging in the early days, the rookie is becoming more determined to do the industry Internet. At the 2021 Global Smart Logistics Summit, Wan Lin re -defined Cainiao: to be a "Global Industry Internet Company with customer value drive".

Scholar Wu Qi has explained the "Industrial Internet" in the book "Industrial Internet: Rebcing Efficiency and Consumption". He said: "Improve production efficiency and reshape consumer body is the dual engine of the industrial Internet."

Compared with traditional logistics companies, the Industrial Internet has built a new, industrial -grade digital ecology, opened up internal and external connections, improves the efficiency of traditional industries with the technology of emerging industries, provides new kinetic energy to the industry, and helps industrial transformation and upgrading.

In fact, the digital supply chain created by Cainiao is one of the most effective models in the current industrial Internet practice, and it is also an indispensable part of industrial digitalization.

It should be added that long -termism is also the core proposition of industrial Internet companies. The continuous evolution and development of new technologies determines that its integration with the industry is a long -term and step -by -step process. It cannot be quickly completed and realized as it can be quickly completed and realized as the consumer Internet era.

This is also in line with the rookie's ESG action. At present, the concept of ESG is constantly attracting market attention. "Social responsibility is also a long -termist thing." Cainiao construction ESG system is not only a responsibility, but also a core of the core. Create competitiveness.

In general, only those players who can really adhere to long -termism can make a difference in the era of the industry Internet.

"Faced with new changes and opportunities, for rookie, it is still a very long -term and clear positioning to be a customer value -driven global logistics industry Internet company."

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