Fan Cheng Cheng Can Not Bear The Re Turn Of Logistics.

Jingdong mall

Cheng pin, the two e-commerce companies that have been burning money in logistics construction have not been able to continue their journey.

Van guest has chosen to retreat. Recently, it has quietly downsized the wholly owned express company such as Beijing wind express company (hereinafter referred to as Feng Da), reducing not only half of its employees, but also almost all its own distribution network to retain only a few major cities.

Van turn

"The adjustment is not over, and will continue according to the changes in the company's internal conditions."

A 6 person close to fan Ke Cheng said to our reporter, "there is different opinion within the company on how to do the logistics business, but in this area, too much investment has affected the development of the main business of the company."

It has taken less than five years to develop from an Internet fast fashion brand to a "express delivery online shopping mall". Its business scope is expanded from original shirts and T-shirts to home accessories, digital products and even household appliances.

A person who has had many years of online shopping experience said to the reporter, "although the product does not have much advantage, it often comes to amazing delivery speed, which is also an important reason for shopping at all customers. In recent years, most clothing and accessories and even small appliances have been purchased from customers. I heard that even this is distributed by them."

He waved his millet phone.

For the change of van guest logistics, the person thinks that "there is no change at present, so it will continue to be used", but because the previous experience is too good, "if you feel that the quality of service is down, you will still give up decisively, after all, their products do not have much advantage".

Since 2008, fan Ke Cheng has increased its own logistics system construction. From the initial development of less than fifty people to the peak season of more than four thousand people, the distribution team, like Feng Da, has developed from a distribution network attached to van kaim to an independent express company specializing in B2C's last mile distribution business.

According to the official website of Feng Da, it has developed from 5 sites in three cities in Beijing, Shanghai and Guangzhou in three years to 150 sites in 28 cities such as Beijing, Shanghai, Guangzhou, Wuhan and Chengdu.

The quota has been reduced from less than 10% to nearly 60%.

The target is still in the ear, but the situation has already turned sharply.

Similarly, "heavy warehouse" bet on the logistics business Jingdong mall related business team has more than ten thousand people, and is still in continuous expansion, Liu Qiangdong recently said that this year will be Jingdong in logistics and information system on the most expensive year.

"It is estimated that the investment will be 3 billion 500 million -36 billion, including land, real estate and various equipment procurement."

And fans are showing signs of getting away.

Unbearable weight

"It has been several months since the withdrawal of the station. At present, seven sites in Wuhan have been reduced to four, and more than half of their employees have left their jobs," a staff member from WuHan Railway Station said to our reporter. "The main reason is that the order volume is too small, and the impact on revenue is very large."

The aforementioned personage said, "such as wind meets the requirement of service standard is relatively high, but online shopping has its particularity, which involves service such as inspection and return, and so on, so it can not guarantee the efficiency of distribution." and "like the wind to do the last mile, the distribution of p provincial links is outsourced. This part of the resource shortage also affects the overall distribution efficiency".

In the view of Lu Zhenwang, an e-commerce observer, such as Feng Da must be completely stripped away from everyone.

Distribution is affected by seasons and other factors. The distribution system has many idle periods, such as the wind distribution system, according to the high peak value of sales promotion, many times are likely to lead to insufficient orders and high costs.

In addition, under the banner of customers, it is easy to cause similar business concerns and affect business expansion.

In recent years, because of the high speed expansion has always been criticized by everyone in the world, after experiencing the more serious crisis of its capital chain problems, high inventory problems and postponing the IPO, it is a microcosm of the company's future development trend that it can reasonably handle the plight of logistics business.

Previously, customers have disclosed their cost structure in the prospectus. Taking a representative order in 2011 as an example, the cost constitutes roughly as follows: the unit price is 108 yuan, the product cost is 71.5 yuan, the logistics cost is 14.5 yuan, the total cost of marketing is 26 yuan, and the other operation cost is 23 yuan.

"Logistics costs can be cut to half if they are delivered to third parties, but the concern is that the quality of service is likely to be affected and customer churn."

An e-business enterprise, who did not want to be named, told this reporter.

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"Self built logistics opportunity has passed, it is far from enough."

In the view of Wang Xiaohua, vice president of Alibaba group, it is imperative for the electricity supplier to consider self construction. Before the third party social logistics has not come up, the small and medium-sized electricity providers do not build logistics and wait for death.

Fortunately, the self built logistics of B2C will be open to the outside world, and with the enhancement of the capability of the external professional logistics companies, more electricity providers will start outsourcing and go to a virtuous circle, and the social logistics system will gradually take shape.

Perhaps the turning point has arrived. The traditional appliance retailer, Suning Appliance (002024, stock bar), plans to invest more than 15 billion yuan to build a logistics base in the next two years, which not only serves for its own electricity supplier business, but also provides logistics services for the third party.

Vic seems to be interested in getting on this "big ship". Everyone close to the customer disclosed to our reporter that the founder of the customer service has been in contact with Suning for many years, seeking to cooperate fully in logistics and other aspects.

Such a "hand in hand" is obviously not only because the two sides share a common "enemy", but it is urgently needed to find a way to turn their assets from weight to weight, while Suning wants to add more users to its logistics platform.

"In essence, it has extended to the future logistics platform competition, the main role is Jingdong mall and Suning, whether customers can successfully ship to shore with Suning's big ship, and it is also the best footnote of Suning's third party logistics capability."

The foregoing e-commerce enterprises

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