Can O2O Deliver The Last Mile?

　　 E-commerce self built Logistics

　　 channel Sink

The electric business enterprise weaves a powerful retail network through the Internet, but the electricity supplier will eventually deliver the goods to the customers. The "last mile" problem will naturally become the pain of its self built logistics. In the time of controlling the O2O mode, the electricity supplier enterprises, through the channel sink, take offline retailers as their display platforms and warehouses to solve the "last mile" problem.

In mid March, Jingdong mall announced O2O cooperation with the ten thousand convenience stores in 15 cities. Jingdong said it will cooperate with O2O, including Shanghai, Beijing, Guangzhou and other 15 convenience stores in the city, including fast passenger, good neighbors, good friends, daily and every night, people-oriented, Mei Yi Jia, Central Hong, a group of fire and other famous chain store brand.

According to the introduction, customers can shop through their LBS nearest location service in their nearest stores. Through the distribution system of Jingdong mall, it will also get personalized service such as "1 hours", "timing", "15 minute speed up", "door-to-door experience" and so on.

In the eyes of the industry, Jingdong O2O will make use of offline stores and its central kitchen, cold chain, and normal temperature logistics system to provide lower cost and more efficient distribution services, completely changing the consumption pattern of consumers in the past offline shops, turning them into direct door-to-door, and consumers receiving goods at home. At present, the "O2O" of e-commerce enterprises needs "channel sinking", that is, to continuously sink the logistics channels until the last mile.

　 Seize business opportunities

"Last mile" is not only a difficult problem for enterprises, but also a huge business opportunity. At present, more and more enterprises begin to plough up the fertile land of "last mile" to dig out treasures.

In the second half of last year, the "cat house" under the electricity line has begun to rise. Behind this obscure name, there is a profit model aiming at the last 100 meters.

The model is based on physical stores, mainly to achieve the last 100 meters of logistics coverage. One of the most important business models of cat house is to cooperate with the fruit shop, barber shop, nail shop and other businesses in the community, and provide neighbourhood parcel collection services, so that these community businesses will become the last part of the express logistics problem solver and get through the obstruction of logistics.

Unlike Jingdong and Shun Feng, the cat house does not rely on self-sustaining logistics. Instead, it connects with the express companies such as Shun Feng and four links one da. A person familiar with the matter said that the cat house itself absorbed the injection of funds from four links.

In the industry view, the cat house mode is promising. It not only provides a capillary end service for the electric business logistics and express enterprises, but also provides protection for fresh electricity providers and so on.

In addition, online business enterprises can also put goods into the line according to consumer big data, and do precise marketing.

　　 tradition Express company

Offline expansion business

"The courier industry never thought that one day it would be pushed to the front." Just like the exclamation of the head of a courier company, the development of the Internet has pushed the basic industries such as express to the cusp of public opinion. Driven by the rapid development of the electricity supplier, the express industry is ushering in rapid development, and the "last mile" has become a more difficult problem. Courier companies began to try convenience stores, self lifting containers and other "O2O mode".

A few days ago, there was Chongqing. logistics The enterprise opens the community comprehensive service station pattern, provides the retail convenience, the express delivery, the comprehensive payment, the special agricultural product ordering service, the front desk is the convenience store, the backstage is the express payment deposit.

In fact, the "express + convenience store" mode has already entered the view of express companies. As early as 2011, SF set up the first Shun Feng restaurant in Shenzhen. Apart from the regular convenience store service, it also provided self mail, print processing, scanning facsimile, and door-to-door service.

In the industry view, "express + convenience store" mode can well solve the "last mile" problem. Consumers simply send the express to the convenience store, and the courier will receive the same charge. Convenience stores can also collect express mail on behalf of consumers to facilitate consumers to receive goods. In addition, this mode can also reduce the burden of the courier, achieve centralized efficiency, and save manpower costs for enterprises. At the same time, express value-added services will bring new profit growth points for convenience stores.

　 　 On-line Overweight experience

Low technology content has always been the initial impression of the express industry. In the traditional concept of express industry, fast and low price is the core competitiveness of enterprises. However, unlike in the past, the express industry has begun to enter the transition period of consumer experience, and enterprises have begun to increase consumer experience through online consumption, while solving the "last mile" problem.

A few days ago, a micro-blog on the SF express sent a "beautiful photo" to the netizens. Some netizens said that through the SF WeChat public account to check the courier situation, the public account not only replied to the courier number, the name and number of the courier, but also stated: "reply to the P letter to view the photos of the sending members." Consumers found that not only the courier's passport photo, but also listed four specific indicators: the tide male index, the return rate, the sunshine value and the vitality value. In fact, there are more and more innovative service modes in the express delivery industry.

Online experience is only a means of marketing for express companies, and its purpose is to attract customers to use their online services. At present, many express companies such as Shun Feng, EMS and China Express have increased their online services through App and WeChat public accounts. In the view of the industry, the online services of express delivery companies do not have any good measures to solve the "last mile" problem. But with the progress of technology, enterprises can still optimize the "last mile" delivery plan through the analysis of big data, drawing up the dispatching routes and network layout.