Stir the spring water in the e -commerce industry, and the vibrato quickly make up for the logistics short board

[Dahe Daily · Dahecai Cube] (Reporter Ding Yangtao) When you surf the softened things on the short video platform, is the possibility of "chop hands" placing an order? This is exactly what the live e -commerce platforms such as Douyin and Kuaishou are expected.

Recently, in order to make up for the disadvantages of logistics and express delivery and enhance platform performance guarantee capabilities, Douyin has launched the "Speed ​​Speed" service test in Jilin and other places. It is reported that the service can realize the same city city and surrounding cities the next day. Kuaishou was unwilling to show weakness. On June 10 this year, Chengdu Quickly delivered supply chain management Co., Ltd. was quietly established in Sichuan to catch up with the pace of logistics layout of Douyin. Two major short video platforms have checked the lack of logistics performance, or it will stir the e -commerce community to spring water.

Live e -commerce launches the logistics war,

Can the performance of "shake fast" be able to live later?

"Singing the hot pot and singing songs, suddenly wearing bloggers' clothes on the short video, I am going to place an order to buy a beautiful skirt." This is already the norm for Ms. Wang after the post -90s Ms. Essence

Ms. Wang's experience is exactly what the live e -commerce platforms such as Douyin and Kuaishou are the most happy. Consumers do other things in daily fragmentation while brushing short videos, and they are planted by various anchors. Later, the logistics service provided by the platform is completed to complete the distribution of quality and quantity to form a closed loop.

The ideal is full, but the reality may not be so beautiful. Different from JD.com, which built the logistics system, Douyin and businesses of fast -handedrs depend on third -party logistics companies, rather than their own logistics on their home e -commerce platforms, which makes the quality of logistics services uncontrollable.

In order to make up for the shortcomings left by logistics performance, "shaking" is also moving.

In early 2022, Douyin e -commerce tested the express service "Yin Zun Da". This product was launched by Douyin Unite and Express Company for the solution to the express delivery (telephone contact), not door -to -door, poor service attitude. Program. In this official courier service of Douyin, the rights and interests of merchants include: delivery, priority delivery, end complaints, priority transfer, and customer -specific services. It is intended to reduce the product retreat and increase user repurchase rate due to logistics reasons.

It is understood that the courier companies currently supporting this service include Zhongtong, Yuantong, and Yunda, and the remaining express brands are connected one after another. The "Yinzun Da" service shows that "the logistics provider promises to deliver the door, and the user actively requests to collect or remote addresses." When the courier company fails to perform the contract in accordance with the commitment and generates a guest complaint, the courier company shall pay the merchant, and the payment standard is 5 yuan/single.

Since then, Douyin has continued to increase the quality of logistics services. Recently, Douyin testing the "Speed" service to complete docking with mainstream express companies such as SF, Jingdong, Tongda Rabbit, but the service has not yet fully launched in Douyin e -commerce. Realizing the same city city on the same day and surrounding cities the next day. For example, the interruption time for transaction orders is 11:00, which means that the product needs to be delivered on the same day; if the order time is more than 11:00, it needs to be delivered the next day. In the same way, the next day, it also configured in accordance with the process.

While Douyin e -commerce logistics is frequent, fast hands are not lonely, chasing the pace of Douyin's logistics layout.

Earlier this year, fast -handed e -commerce began to test the "delivery" service. It is reported that "sending on demand" is one of the service items in the "first -class" merchant products that are about to launch. The specific content is, the fast -handed e -commerce company and the courier company reached cooperation, through the matching of the merchant ending, and provided the exclusive service sent to specific consumers at the end distribution session. In addition to the "delivery on demand", the privacy order and the priority issuance will be issued priority. The goods are gradually landing.

On June 10 this year, Kuaishou quietly set up Chengdu Quickly Delivery Supply Chain Management Co., Ltd. in Sichuan, with a registered capital of 10 million yuan. Its business scope includes supply chain management services; international cargo transport agents, 5G communication technology services, etc. The logistics supply chain system built by Kuaishou is gradually spreading out of the territory.

However, industry insiders believe that Douyin and Kuaishou are looking forward to the "exclusive" services provided by platform users, which are difficult to achieve during the operation. "Priority distribution is not realistic. Delivery is delivered in order of near and far from the route. If the courier is sent to the preferred delivery for a courier, it will affect the normal parts efficiency." Industry insiders said that because it is not self -built logistics, not self -built logistics The system, whether it is "Yin Zun Da" or "Speed", holds hands with rabbit suppression or the same city, and is the same city. If you want to ensure a stable logistics experience, it is not as simple as imagined.

Discontinue the third -party external links such as Tao Department, JD.com,

"Hair" accelerate the closed -loop layout

A series of actions in logistics are actually "trembling" to accelerate the appearance of closed -loop layout. All this starts with cutting off the external link and cutting off the third -party e -commerce platform.

In 2020, Douyin E -commerce has exceeded 500 billion yuan in GMV (total product transaction) throughout the year, but more than 300 billion yuan was obtained by the user jump to a third -party platform. Douyin e -commerce data shows that although accessing third -party platforms can alleviate the anxiety of traffic monetization, a content platform is empty to rely on third -party platforms to complete the transaction. Make a wedding dress for others.

In the end, Douyin took out the courage to break his wrist and said goodbye to the third party's external link.

In August 2020, from October 9, 2020, Douyin e -commerce will not support third -party sources of product links. From the 6th of 2020, the independent e -commerce department was established, and then launched an external link operation; then the Douyin payment was launched, and Douyin e -commerce completed the closed loop of payment. After the chain was broken, Mu Qing, vice president of Douyin e -commerce, said that from January to September 2021, Douyin e -commerce GMV increased by 7.9 times year -on -year. On March 1 this year, fast -handed e -commerce followed the pace of Douyin e -commerce and chose to formally "break up" with Taobao and JD.com.

In the announcement of this (February 22), due to the change of the third -party e -commerce platform and the Kuaishou cooperation agreement, the fast -handed e -commerce decided to cut off Taobao and Jingdong Alliance product links. The shopping cart in the live broadcast room will no longer reach Taobao and JD.com; short video shopping carts and business details do not support Taobao's external chain, but it is still open to JD.

Gai Shi, the general person in charge of the fast -handed e -commerce distribution business, said: "Closed loop, this matter is not the purpose of our need to do, the core is to look at the user experience and choice. Although the proportion of autism transactions of the entire fast -handed e -commerce has reached 90%, But in fact, it is not officially made some strong control. It is a natural choice for users and sellers. "

However, with the rise of orders, logistics problems have become one of the bottlenecks that restrict the development of "rapid".

Douyin e -commerce official data shows that during the return of courier complaints and courier reasons, the problem of terminal delivery services accounted for more than 50%. This has become the main reason for Douyin's recent exploration in the field of logistics.

The "delivery" service of fast -handed e -commerce test water further improves the fast -handed logistics supply chain. It is also to improve consumer trust, reduce consumer logistics complaint rates and product refund rates, and help merchants increase the repurchase rate.

Whether it is Douyin's "Yin Zun Da" and "Speed" or the "delivery" of fast -handed e -commerce companies, it means that under the general trend of integrated supply chain construction, it rely on the short video platform of content rise. Not only is it unwilling to make a diversion tool for a third -party e -commerce platform, but also began to concentrate on building a logistics supply chain system. In the domestic e -commerce environment of this increasingly internal roll, leverage the e -commerce market with its own traffic dividends and service capabilities. Try to be the new e -commerce leader. As for where the "trembling" road is going, it is still tested by the market.

Responsible editor: Tao Jiyan | Review: Li Zhen | Director: Wan Junwei

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