Recently, dianwuda united with China Unicom, Cainiao and other companies to launch a “virtual number” service to ensure the safety of users and delivery riders’ personal information. Virtual number refers to the virtual number that can be connected to users and delivery riders when users use the delivery service of Dianwuda platform, so as to avoid the risks of harassment and other risks caused by the disclosure of real information.
The emergence of virtual numbers to a certain extent alleviates the contradictions between consumers and delivery riders due to personal information problems, and helps Dianwuda instant delivery platform to constantly improve its security guarantee system. But from the whole distribution industry chain, instant delivery platform Dianwuda is still “unpopular” in the management of delivery riders.
In the second half of new retail, the instant logistics market is a three-pronged battle
The proposal of new retail makes the offline layout of e-commerce platform more important, and the ultimate beneficiary of the new concept of online + offline retail layout should be consumers. Consumers’ refined demand for consumer products continues to stimulate e-commerce and offline logistics distribution enterprises. Instant delivery logistics has become an important link for consumers to pursue timeliness.
In the second half of new retail, logistics enterprises are also busy in the race for timeliness of delivery. However, the distribution platforms in the real-time logistics market are generally divided into three categories, no matter for new entrants or new entrants.
The first category is the delivery platform generated after the expansion of the original delivery platform, such as Ele. me’s Hummingbird delivery, Meituan’s special delivery team, Jingdong Home and Dada. Takeout delivery can be said to be the originator of instant logistics, and the changing quality, freshness and delivery business needs of consumers have effectively improved and expanded the traditional takeout delivery platform in terms of delivery timeliness and business scope.
Today’s instant delivery business has expanded from traditional food delivery to fresh fruit, medicine, snacks and daily necessities. In the context of the new retail era, the instant delivery market is the home battle for these takeout delivery platforms, whose advantages are self-evident, but such platforms are prone to delivery personnel in takeout and instant delivery business can not take care of both.
The second category is the traditional logistics enterprises represented by SF express and YTO. According to iiMedia Research, the total order size of the domestic instant delivery market reached 3.712 billion in the fourth quarter of 2017, up 30.0% year on year. Attracted by such a rapidly growing market dividend, SF Express, Yunda, Zto, YTO and other logistics enterprises have tested the water in the general distribution market in many cities. The advantage of traditional logistics enterprises is that they have a large number of consumer users and corresponding big data. However, in the instant delivery market, consumers’ demands will be more detailed, and their requirements for the timeliness of the delivery business are also constantly improving. Before the offline retail ecosystem is mature, traditional logistics enterprises need to provide consumers with better services.
The third category is the emerging instant delivery platform born in response to market demand, such as point-to-point delivery, flash delivery, UU errand, etc. These instant delivery platforms, which are more vertical in the scope of business and services, are favored by capital, which leads to an unstoppable pace of expansion. According to market data, Dianwuda’s business scope has covered more than 300 cities across China, with more than 2 million crowdsourcing riders and the ability to provide instant delivery services for more than 60 million consumers.
Among the three real-time delivery platforms, their delivery modes are divided into crowdsourcing, self-management and agent franchise. As the pioneer of instant logistics, Dianwuda chooses the crowd-sourcing mode in its distribution mode. However, the crowd-sourcing mode not only brings dianwuda a large number of delivery riders and consumption traffic, but also easily leads to conflicts between the platform and delivery practitioners.
In the crowdsourcing mode, platform ordering is a double-edged sword
On dianwuda instant delivery platform, the delivery business of riders is mainly sent by the platform. Deliverers will get relevant experience on the platform to improve their own level after finishing their usual delivery business, and the platform will set order types and permissions for delivery riders according to their level when sending orders. In the crowdsourcing mode, the platform sends orders to deliverers, which ensures the efficiency of enterprises in real-time delivery business, but also restricts deliverers.
One side of the sun: accelerate the speed of enterprises to seize the market
In the end logistics such as instant delivery, distribution efficiency becomes the key to gain recognition in the market. Imedia Consulting data shows that 60.7% of consumers will give priority to the delivery timeliness of the platform when choosing a platform. And for Dianwo Da, in the instant delivery market, the crowdsourcing logistics model has three advantages.
Advantage 1: Optimize delivery efficiency and increase platform business volume. When consumers place orders on the platform, the platform will match delivery personnel according to the order demand and select the most suitable delivery personnel to send orders. From the perspective of order receiving efficiency, the efficiency of the platform delivery is obviously better than that of deliverers snatching orders. Meanwhile, the platform delivery can effectively avoid the problem that deliverers refuse to accept orders due to external factors such as remote geographical location during the delivery process.
Second, the crowdsourcing mode can help Dianwo da expand the market rapidly. The crowdsourcing mode enables Dianwuda to open up its delivery business and quickly solve the market demand for delivery riders. After the human resource needs of delivery personnel are solved, the business volume of the platform will also be rapidly increased, thus speeding up the layout of Point-to-point delivery in the field.
Third, the crowdsourcing mode can help Dianwaoda solve the problem of uneven distribution peaks and valleys. In traditional food delivery markets, there are peaks and troughs in delivery volumes that follow the “tides” of crowds. In regions with dense distribution of human resources and relatively loose organizational cooperation, the implementation of crowdsourcing mode can better achieve distribution personnel allocation. In addition, the upper limit of receiving orders can not only avoid delivery delay due to the large number of receiving orders, but also improve the delivery efficiency of delivery personnel, indirectly shorten the delivery time and strengthen the freshness.
One face Yin: benefit consumer, but bitter practitioner
Instant the layout of the logistics enterprises are mostly focus on the “speed”, “efficient”, I reached through the platform to send one to improve the efficiency of the initial stage in real-time logistics distribution, but under the crowdsourcing model, send a single mechanism can lead to limited distribution member interests, this will be in place on the management and operations of the point I reach the butterfly effect, will affect its reputation in real-time logistics industry.
In terms of management mechanism, dispersed crowdsourcing deliverers make it more difficult to manage daomida. In the crowdsourcing model, the dispersion of distribution personnel expands the distribution service market and brings efficient delivery convenience to consumers in the short term, but it also increases the management difficulty of the platform. For logistics enterprises, the core of their market competitiveness should be to improve the service quality of delivery personnel, so as to help the platform to establish an ecological service industry chain. In order to improve delivery efficiency and achieve the immediacy that consumers want, Dianwuda has increased the original delivery cost and broken up the “large order” into numerous “small orders”. The number of workers has increased continuously, but the service quality has not been improved.
In terms of employee welfare, there are few rewards and many restrictions, which are criticized by distribution personnel. Data from e-commerce Research Center show that employees of meituan, SF Express, Ele. me and other directly operated or takeaway delivery platforms earn 6,000 + yuan, while dianwuda’s salary is 5,000 + yuan. Dianwuda’s salary may be less than 5,000 yuan after the upper limit of the hierarchy-restricted order distribution. At the same time, according to the feedback from the marketing staff of Dianwida, in the compulsory delivery system, the system will automatically send the order for the rider within 2 seconds after the rider completes a delivery, and the opportunity for the rider to cancel the delivery is only 4 times at most. In such a high-pressure and low-incentive work environment, the loss of high-quality employees will become a potential crisis for Dianda platform.
In addition, the current operation mode of the instant delivery industry is not mature, the infrastructure is poor, the platform’s self-hematopoiesis capacity is limited, and the dependence on the capital market is high. And take-away idiomatic burn money game on the market by a great number of deep-pocketed carry approach, a leader in it for me for the shipping practitioners professional deposit is insufficient, capital strength is not enough to compete with giant phase, if in the heart of the costly wars expansion capital used the wrong step, after capital turns cold, some I reach in the real-time distribution market competitiveness will be gradually weakened, or even be eliminated by the market.
In the future, the decisive point of our reach lies in the distribution of labor force?
In this “customer is God” consumption era, consumers have become the object of enterprises and businesses to please, but for the instant logistics market, the distribution efficiency and service attitude of delivery personnel determines the market reputation of distribution platform. As the number of users continues to increase, The company will be besieged in the field of instant delivery. In such a market situation, the point of starting from the distribution of labor, or there will be two ways.
The first way out: increase the reward mechanism for quality distribution personnel.
In this everywhere have giant “stir up” in the logistics market, large-scale group army battle has become the norm. In this vertical instant delivery market, efficient and quality delivery services can help Dianmai consolidate its market share. Therefore, in the future development of Dianwuda, it is necessary to strengthen the rewards for high-quality deliverers and customize a more flexible distribution ceiling system according to the business capabilities of high-quality deliverers.
At the same time, strengthen the professional training of crowdsourcing distribution member, giant on the distribution of resources advantages can let them constantly annexation real-time traffic distribution market, and the crowdsourcing model point of professional delivery member accounts for less than I, when dealing with contradiction marki and consumers easily caused dissatisfaction leads to the deterioration of the conflict, which affect the platform in the distribution market reputation. Therefore, the supervision of crowdsourcing deliverers should be strengthened to ensure quality and quantity, so as to ensure brand reputation.
Outlet two: accelerate the intelligent logistics layout of unmanned distribution.
In the era of increasing artificial intelligence, the voice of unmanned delivery is also rising. This is because unmanned delivery can completely avoid the conflicts caused by communication between consumers and delivery personnel, eliminating the intermediate link of “communication with people”, which can not only reduce the manual delivery cost of the distribution platform, but also speed up the delivery, and bring consumers a better delivery experience.
In a word, real-time logistics, as a vertical field of logistics market, players’ burning period is also shortening, the market has entered saturation, and the industry gradually tends to be rational. In such a market environment, the era of competition will quickly come, and distribution of resources will be the best method for each platform.
Article/Liu Kuang public account, ID: Liukuang110