Footwear E-Commerce Logistics Robbery

Logistics is a robbery for the footwear B2C, which relies on wind power.

November 18th, online Letao It is announced that from November this year, it will cooperate with all customers such as wind express. For example, Feng Da will provide distribution services for Beijing and Shanghai. In the future, cooperation will expand to Guangzhou, Chengdu and other regions.

Whether e-commerce is self built logistics or choose the third party logistics has always been a dilemma. In the main footwear B2C enterprises, the distribution of good Lok and Le Tao in Beijing, Shanghai, Guangzhou and other first tier cities arrived on the same day.

"Footwear B2C is not a profitable business. Wind pitch The money. " Online shopping group deputy CEO Chen Hu said frankly. It is understood that logistics costs account for 10% of the total B2C price of the whole footwear.

B2C logistics competition

Whether self built or through the third party, footwear B2C put user experience in the first place.

Because of the pursuit of user experience by market competition, the cost of logistics remains high.

"(after cooperation with Feng Da), we will have the same distribution speed as all customers, 24 hours in Beijing and Shanghai, and two in a day in Beijing." In November 21st, CMO Xu Lei, an online shoe city, said that customers would purchase goods in the warehouse of their company after the order was purchased from the online shopping mall, and then use Feng Feng's existing distribution system to deliver the goods.

He believes that this will greatly enhance the customer's shopping experience, and save huge cost of self built logistics.

So far, in the first tier cities, footwear B2C logistics competition further deepened. Among them, storage centers in Beijing, Shanghai and Guangzhou have reached 10 thousand square meters, and storage centers in Chengdu have about 3000 square meters. In March this year, it announced the establishment of 50 thousand square meters storage center in the whole country, of which the core storage center in Beijing reached more than 10 thousand square meters.

Warehousing is the backstage, logistics is the front desk. The backstage preparation is just for the foreground contest. This year, online shopping websites announced that since October, four cities in Beijing, Shanghai, Guangzhou and Chengdu have begun to use self built logistics channels for distribution. Holle told reporters that by next year, all of the second tier cities will use self built logistics services.

At present, the excellent purchase cooperation with Feng Feng has indicated that "self built logistics" will be considered in the future. Chen Hu, vice president of online shopping website, clearly stated that "Le Tao will not build its own logistics."

Whether self built or through the third party, footwear B2C put user experience in the first place. "Now the electricity supplier must have a good user experience, of which the distribution speed is the core." Dispatch network analyst Li Chengdong said.

Of course, even with the quality express delivery like Feng Da, in the future, excellent purchase may not be able to guarantee the user experience. It is understood that in the total turnover of all customers, such as wind to provide 50% of the services, and the other half of the service of customers through the third party services to provide.

Editor in chief Jia Penglei believes that customers have been doing user experience. Everyone is a brand, and there will be products other than clothing in the future. In the future, such as wind up may not be able to meet the logistics needs of customers. So, Feng Feng does not have much ability to provide express services to other manufacturers.

"This is the arms race of the B2C industry. Good buy self built logistics is to improve the entry threshold of footwear B2C, and improve the gap with other manufacturers. Jia Penglei thinks.

"Users do not have such high requirements for the delivery speed of shoes, and no requirement is reached on the day or the next day." Jia Penglei believes that whether self building or through the third party logistics, such a contest will spoil the user and let himself fall into a dilemma.

"Two pairs of shoes" mode to push up the cost

Logistics costs account for about 10% of the unit price.

"Under the environment of price parity in China, there is no money to send two pairs of models." Chen Hu, vice president of Le Tao, said that "two pairs of shoes" activities made B2C unprofitable.

It is understood that the "two pairs of shoes" policy is currently the default of footwear B2C. If the user is uncertain about the size of the online shopping, he can order two pairs of shoes at the same time. After the goods are tried, only the right size is left. The other pair is returned by the distributor. All the expenses incurred are borne by the B2C manufacturer.

"Logistics costs account for about 10% of the unit price." Chen Hu counted the accounts for reporters. At present, the cost of each pair of shoes and city express is 10 yuan, two pairs are 20 yuan, and a refund is 30 yuan. If both of them are refunded, the express charge will be 40 yuan. The cost of delivery for each pair of shoes is more than 10 yuan, and the delivery price of two pairs is 30 yuan, and the express delivery fee is 50 yuan. If the two pairs are retreated, the cost of delivery is more than 70 yuan.

"Now, shoes B2C can not earn money, money has earned logistics distribution." An insider told reporters bitterly.

At present, the price of good Le guest is 350 yuan, and the price of online shopping website is 200 yuan. Knowing that sending more than one pair of shoes will make less money and even make less money. However, in order to attract users, the general user subscribe two pairs, which will meet the requirements.

Moreover, due to the difference in size and color, the footwear B2C will continue to strengthen the policy of "two pairs of shoes" in the future. It is understood that in the size and color, good Le buy will launch more services in the future, such as the same size, to the user with different colors; the same color, to the user with different sizes.

Unlike other B2C, footwear B2C users do not frequently purchase the same type of shoes. This means that footwear B2C needs continuous access to new users. Now, the cost of acquiring new users is rising.

"Footwear B2C is ultimately a category richness." Jia Penglei believes that logistics is a bottleneck restricting the development of e-commerce. For vertical B2C, it is more important to get through the industrial chain.

"Rich category is the key." Chen Hu also said that only by increasing the richness of the products would the old customers become sticky.