What to compete for instant logistics?

@新 新 新

Author 丨 Ancient Editor 丨 Yi Page

From ordering to receiving, the sense of urgency of time is getting stronger.

From 5-6 days ago, it was exchanged for 5-6 days ago, to the realization of the day and the next day, and the continuous development of real-time logistics, daily necessities can be delivered within 30 minutes through the takeaway platform.

In 2016, he was hungry. In 2018, Meituan announced that it would shrink the delivery time to 28 minutes through the scheduling system. Many years have passed, but the takeaway platform has not continued to speed up.

From the expectations of consumers, the speed of delivery in about 30 minutes can already meet the general experience. If it continues to accelerate, not only will the marginal benefits decrease, but it will also bring problems such as rider traffic safety.

After the timeliness, what should I fight for real -time logistics?

From speed to temperature

With the discoloration period of the high -speed development of the Internet, players from all walks of life no longer pursue traffic and scale one by one. Instead, they will focus on cost, efficiency, and experience to practice internal skills, continuously optimize services, and seek sustainable healthy growth.

At the beginning of this year, the hungry Slogan was upgraded to "rest assured and reached on time." The seemingly simple words, the most simple needs of consumers are straightforward: the goods are reassuring and the logistics is determined on time. Nowadays, from delivery to all things, the takeaway catering platform has evolved to local instant e -commerce. The goods are becoming increasingly rich. It is not only the industrial scale, but also industrial logic.

The "people cargo farm" with the three factors of retail to carry out the industrial split of local instant e -commerce industries. It can be found that when consumers have a richer demand for home, more local supply is required at the level of the goods. As a bridge connecting people and goods, the service capabilities of instant delivery have become the most existing venue in the entire consumption sense chain.

With the improvement of local real -time commercial current supply, the field capabilities of real -time logistics can be roughly divided into two stages. In the early stage of catering takeaway, at this time, the "eating" problem was mainly solved. Instant delivery from the initial manual scheduling to intelligent scheduling, the first increase is speed. Takeaway platforms have spanned from hours of delivery to minute delivery. In this field, instant delivery is mainly guided by the basic distribution capacity of end logistics.

The speed is raised, but the quality of the service cannot keep up, and the discharge and the wrong meal have occurred from time to time. When the issue of delivery time is resolved, consumers' requirements for the quality of delivery services have also increased.

At the stage of "all things can be delivered", in addition to the delivery of meals, there are also various needs such as flowers, freshness, cakes, etc. These categories are more difficult than ordinary dining and distribution. Not only should I get on time, but also get better. The flowers are crushed, and the sugar people on the cake will not overwhelm ... the pursuit of quality on the basis of speed has become an industry consensus. In this field, strengthening the experience of instant delivery to consumers and increasing consumer satisfaction has become the main action.

As a result, the service standards for instant delivery for different categories and scenes are improved. In the past, Ice products were categories that would not be launched on takeaway platforms. Because of the easy melting characteristics, ice products need to be cold and quickly delivered throughout the process. Beginning last year, I was hungry, and the ice product "melted" service was launched, and a series of service standards were specified in ice products.

During the delivery, the rider will receive the order reminder, prompting the ice product in the order. When picking up the goods, you need to confirm whether the ice product is packaged separately, and whether it is equipped with ice packs such as ice packs. During the delivery, it is isolated from the hot meals to avoid heating melting.

Are you hungry? I also equipped with special dining boxes for Bingpin. The dining box uses food -grade TPU materials and high -density to fill cotton. Compared with ordinary foam dining boxes in the same volume, the effective time of the ice pack can be increased by 25%.

During this summer operation, Hungry, Lianhe Hexue, Yili, Mengniu and other brands, as well as more than 40,000 offline stores, put more than 5 million custom -made ice packs to ensure that the refrigerant was sufficient during the delivery process.

Thanks to the refined logistics operations, you dare to give additional compensation for this service: If the consumer melted when the product melted, the platform red envelope compensation can be obtained according to the relevant vouchers.

For cake categories, because cream, accessories, ice cream, etc. are prone to soft collapse and melting, cakes have high requirements for shock absorption, insulation and service details of delivery equipment.

In order to optimize the delivery vehicle of the cake, I have designed a "airbag dining box". This meal box is equipped with elastic airbags. When the vehicle is bumpy, the cake can still be effectively controlled.

▲ Design manuscripts and finished products of airbag dining box

The demand for subdivision categories is continuously valued and met. If the diversity of service categories is a full excavation of consumer demand, then the temperature brought by the instant delivery of the product service capacity is also penetrated into all corners of people's lives.

"Fine Work" in the delivery site

In the service site of the distribution, the main body of the corresponding distribution dimension according to the three distribution dimensions of supply, demand, and capacity is merchants, consumers, and riders.

If the service upgrade on the consumer side is a temperature, so that consumers are more lucky to be met. Then to achieve efficient order satisfaction with a more adaptive capacity mode, it is the embodiment of instant logistics refined service capabilities.

As the real -time logistics enters the deep cultivation area, the hunger is constantly exploring the capacity mode adapted by different categories. Take Shang Chao as an example. Large -scale commercial super stores often have super strong community radiation capabilities. It carries the needs of community residents to buy vegetables and living materials procurement needs. In response to this kind of scene, I have used the resident delivery mode, that is, the logistics site is stationed near the store, only to serve specific stores. Different from the capacity scheduling of ordinary catering orders, the rider in the store is no longer like ordinary takeaway riders, showing a "multi -pair and multiple" line structure with multi -point picking and multi -point delivery. The "one -to -multiple" center radiation structure of multi -point delivery can meet the rapid distribution needs of high -density orders. In the store mode, the distribution range can usually be expanded from the radius of 3 kilometers to more than 5 kilometers, and the radiation range has greatly increased.

▲ Different scheduling strategies for catering and commercial supermarkets

The orders of the supermarkets have relatively stable orders within the day, but they are greatly affected by various activities such as promotion. How to adjust the capacity reserves when the promotion is coming to the time of promotion is the key. Xiao Longjun, the webmaster of the Hangzhou resident delivery station, introduced: "We have a special capacity reserve model that will obtain a estimated single value based on the model, and prepare a rider that needs to be added in advance to deal with the increase in orders brought about by the promotion."

It is reported that the estimated unit quantity value of the transportation reserve model will be calculated by a series of dimensions such as the general historical promotion situation and the achievement of the prediction of the major target. Thanks to refined operations, although the site sells thousands of orders a day, the time rate has been maintained at more than 99.6%.

The high -density orders of Shang Chao stores are solved through the resident store. The essence is that the "one -to -many" center radiation is more efficient for the "multi -pair and multi -" mesh structure of the "multi -pair" mesh structure of ordinary takeaway catering. In addition to improving efficiency, for special categories such as flowers, hungry is constantly exploring in the satisfaction of personalized service needs.

Taking the Qixi Festival this year as an example, the flower economy ushered in a wave of consumption. However, different from the food category, on the one hand, in terms of the attributes of the goods, the flowers itself is very sensitive and delicate. If the delivery time is too long, it will affect the freshness. Sex is a great test.

On the other hand, in the consumption scenario, as a gift with a surprise attribute, the flower consumption of light luxury goods, because it can bring people's emotional value and emotional comfort, often higher requirements for service.

▲ Rider delivery flowers

In the context of the consumption of the home economy, the experience economy represented by flowers is increasingly rising. The service experience with time -effectiveness, fast speed, personalization, and strong sense of ritual has become a new standard for more and more consumers.

Faced with the double high requirements of distribution efficiency and experience services, the hunger has tried the "special person direct delivery" capacity mode and provided "one -to -one" exclusive services. In this mode, the system will give priority to matching the rider with excellent nearby service quality, and the order is faster. During the rider's delivery, other orders will not be connected to ensure that the order is served by a special person. In addition, if the delivery timeout occurs, an additional red envelope can be obtained.

In order to better meet the new standards of experience economy, a rider training course R & D team has also been established inside the hungry. According to brand demand and industry specifications, the R & D team has been continuously tested to derive the refinement of distribution SOPs for different industries, and produce courses to train riders.

For the necessary skills, on the basis of general distribution training, each "special person direct delivery" rider also needs to receive specific industry training before attending the job. After the assessment, the job is as much as possible to protect the beautiful ritual in the special scenario as much as possible. According to the internal survey of Hungry, users who have experienced the "special person to send" services have a proportion of repurchase willingness to 94.6%.

Not only non -meal business, even for the meal business that has been mature for many years, in order to adapt to subdivided scenarios such as colleges and universities, they are hungry.

The distribution scene of colleges and universities has distinctive characteristics: concentration of meals, concentration of recipients (basically dormitory buildings), and order time concentration, which means the relatively uniqueness of the path. Under the "aggregation" mode in the school, there are three links: meal, sorting, and end distribution. Through division of labor collaboration, the batch processing capacity of orders has been greatly improved.

Taking the distribution site of Wuhan Huazhong Normal University as an example, 8-9 people are responsible for picking up meals, and the orders of 4 canteens are transported from the cafeteria to the delivery station; 5-6 sorters are set up in the distribution station, and the order will follow different dormitories according to different dormitories. The address of the building is sorted; and finally 14 sent offers at the end of the end are responsible for completing the delivery of delivery. According to the webmaster, the basis for each rider to send 200 orders per day is not a problem.

As a platform with organizational capabilities, facing the instant economy that upgrades from a single takeaway catering to a variety of things at home, multi -party coordination and innovation capacity model, covering the needs of the entire scene service, becoming a refinement of real -time delivery on time and high -quality services requirements The epitome of operation.

Instant logistics comes to the new force point

The core of local instant e -commerce competition is two aspects, one is the richness of the local supply, and the other is the performance service capabilities of instant distribution.

When the industry develops to a certain degree and the service brand that can be brought online is relatively limited, turning to offline and online integration is an inevitable evolution. In the first half, everyone may pay more attention to the acquisition of traffic, and the second half is the improvement of service quality.

Different from the first stage of platform gameplay under scale competition, it is mainly manifested as regional competition. At that time, the core of competition was often mainly based on the horse race of Kaicheng. With the addition of various players, the local living industry will enter the new stage of digital intelligence -driven "Internet collaboration" and "open empowerment". At this stage, local living enterprises continue to identify market demand for market segments, classify and create rich application scenarios, and achieve their own sustainable development by discovering more commercial value and more efficient creative value.

For the goods in the whole scene, in the field of real -time logistics, there will also be more segmented service needs. This scene may no longer be just home or store's static distribution demand, and it is even more difficult for the service field. For example, in the home consumption of costumes such as clothing, flowers, luxury goods, etc., these categories are the real difficulty to perform high service standards while performing a higher service standard.

Perform refined instant delivery scenarios through digitization may become a long -term trend of local instant e -commerce. Under this trend, the refined services ultimately enable the local instant e -commerce to meet most of the basic distribution needs on the one hand, and the other is the minimization of instant delivery costs and efficiency, because there is no different network distribution coverage. Great social cost consumption.

In the final analysis, the kernel of instant logistics is still the consumer experience, but this experience has added more premise under the premise of dying in the past. Such as safety, standardization, and quality. In the home economy of the whole scene, people's consumption will be more multiple, diversified, and personalized. Instant logistics should be able to identify more consumption habits, and in the end, the delivery efficiency can be maximized and the minute -level mixing will also come to fierce internal roll competition.

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