All Customers Are Accused Of Tight Capital Chain, Sacrificing Express Business To Ensure Profitability

　　 Everyman Encounter trouble again. Recently, some media reported that Rufengda, a logistics service company owned by Fanke, had cut 2000 employees by a large margin, reducing the number of cities covered from 26 to 6.

Many insiders told reporters that Capital chain It has always been tense. Rufengda's operating costs have been rising. In order to ensure the fourth quarter's profit target for ordinary customers, we have to sacrifice Rufengda's business.

On September 13, the reporter called Vanke. Chen Chu, senior media manager of Vanke PR, said, "The word" shrink "is not accurate. Rufengda mainly cooperates with third-party logistics companies in the business of second and third tier cities. It still uses Rufengda's systems and platforms. In addition, six first tier cities, such as Beijing, Shanghai, Guangzhou, are still Rufengda distribution. In the future, it will continue to strengthen the logistics construction of first tier cities."

　 The second and third tier cities have changed their faces

Recently, an internal employee of Rufengda, a fast company owned by Fanke, revealed to the media that Rufengda would cut 2000 employees, and the 26 cities it originally covered would be cut down to 6, and the distribution stations in some cities would also be cut down, and most of the business would be taken over by the third-party logistics company Baisong Logistics.

One Chengdu % of consumers told reporters that the delivery master had not changed in the past two months, but instead of Rufengda, it was replaced by the immediate delivery company of Chengdu Business Daily.

The reporter once called Chengdu to send the order to the company immediately, but its staff only said that "at present, we will send the order business to take ordinary customers immediately".

Another customer in Xiamen told the reporter that when he bought goods at Vanke in April this year, he found that logistics had changed from Rufengda to Besson Logistics. At first, he thought it was a mistake. Later, he found that the original Rufengda site had changed into Besson Logistics after verification.

When was Besson Logistics established? The reporter did not get more information after consulting many materials.

Chen Chu, senior media manager of Vanke PR, stressed to the reporter that the third-party logistics company only sent people to do the final distribution work, and used the Rufengda platform and service system.

In addition, Rufengda has only cooperated with the business in second and third tier cities. Its first tier cities, such as Beijing, Shanghai, Guangzhou and Shenzhen, have not joined the cooperative ranks, and will also strengthen the construction according to the increase of the business volume of ordinary customers.

　 It's hard to hide the high cost under the scenery

The industry knows such a familiar story about the establishment of Rufengda. In 2008, Li Hongyi, who was in charge of Vanke Logistics, lost Vanke's Shanghai warehouse due to his dereliction of duty. Chen Nian, the CEO of Vancl, was angry and demoted Li Hongyi to be responsible for the express business. At that time, Li Hongyi started to grow up with 100000 startup funds and Rufengda with only dozens of people. This can be seen from the growth rate of a group of data couriers. In 2008, there were less than 50 people; 1260 in 2010; In 2011, there were 5000 people.

In 2011, Rufengda had about 150 stations in 26 cities, all of which accepted orders from Vanke, and reached nearly 60% from less than 10% at the beginning. This is called "internal entrepreneurship". Li Hongyi's entrepreneurial history has always been talked about and praised by the industry.

Although Rufengda is developing in full swing, this cannot hide the rising cost pressure of Rufengda.

It has been reported by some media that the distribution cost of Fanke has been rising year by year. The annual distribution cost rate was 8.08% in 2009, 8.50% in 2010, 12.1% in the third quarter of 2010, 13.58% in the first half of 2011, and 18.97% in the third quarter of 2012.

The financial data of Jingdong Mall, which also built its own logistics, shows that the overall logistics cost rate of its warehousing and distribution in 2011 was only 6.6%.

At the same time, the number of orders from Vanke began to decrease significantly. For Rufengda, Vanke's orders could not meet the demand, so it began to receive orders from others. Since the second half of 2011, Rufengda has successively provided distribution services to Xiaomi, Uniqlo, Guoke Electronics, Yougou, Teakheyibai, Yigou and other major e-commerce companies.

"Rufengda started independent accounting this year. Since the beginning of the year, it has been hard to find jobs, but now it is not easy to find jobs. Finally, they cannot support themselves, so they can only separate these second and third tier businesses and divest them." Lu Zhenwang, an independent observer of e-commerce, told reporters.

Another important reason is that Rufengda has not obtained the express license. In June this year, the State Post Office announced the first batch of 260 enterprises with relevant qualifications in 2012, and Rufengda failed to be among them.

"Because no express license has been obtained, Rufengda's undertaking of third-party business will involve legal risks, leading some enterprises to dare not give orders to Rufengda. However, relying solely on orders from ordinary customers can not support so many couriers." Li Chengdong, an e-commerce analyst, told reporters.

　　 The customer experience is worrying in the future

The reason why Fanke wants to do Rufengda and maintain business in six first tier cities is that the customer experience of self built logistics is guaranteed.

Generally speaking, there are four indicators to measure a courier company: speed, service, outlets and cost performance. Most express companies are complained about by customers in terms of speed and service. Self built logistics can effectively reduce customer complaints. After several years of development and accumulation, Rufengda has established a good reputation and service attitude among peers and consumers.

　　 "In terms of service quality, Rufengda is absolutely second to none in the domestic express industry. In fact, Rufengda's original logistics speed is not very fast. Normal orders usually arrive in about three days, but ordinary customers can try on their goods, are dissatisfied with on-site returns and cash on delivery. These services rely on Rufengda. It can be said that most of the loyalty of ordinary customers Because of Rufengda's service. " A customer in Xiamen told the reporter.

But now, when ordinary customers hand over the final distribution link of Rufengda in second and third tier cities to third-party logistics companies, it is tantamount to letting the good customer experience established previously go to waste.

"Because of the change to Besson Logistics, I and many colleagues were not prepared to spend on ordinary customers because of this. The main concern was the quality of third-party logistics services. When Rufengda was acquired, whether the related services of the new logistics company could keep up with everyone was uncertain." The above consumers told reporters.