Jingdong Strategy Of Opening Up Channels: Caravans Into Remote Villages And Towns

Jingdong's self logistics network is accelerating.

For electric business enterprises, the broad five or six level market is just like a spark.

Zhang Yongyang is a distribution clerk of Jingdong mall in Dezhou, Shandong. The woman who holds the child to pick up the goods in front of the village is the first single delivery he sent today.

"What is this?" asked the woman cautiously.

"I guess it's mooncake. You can go back and open it."

Zhang Yongyang guessed the size of the box and guessed it.

"But I didn't buy moon cakes."

"Maybe you didn't buy it, you can ask your children, maybe they bought it."

One morning before the Mid Autumn Festival, Zhang Yongyang sent three consecutive tickets. Interestingly, the three single clients were not sure what they had bought.

Zhang Yongyang has seen strange things. "Most of the elderly and children in the countryside are not using computers. Most of these orders are bought by their children and relatives who have gone to work or settle in cities."

He said.

In China's vast rural areas and townships, such a situation is frequent. 5 single, 10 single, 30 single... Zhang Yong Yang and colleagues have seen scattered or concentrated orders in many remote villages and towns in Dezhou.

For a second tier city, which is increasingly competitive and saturated, this is just like a spark.

Jingdong is also adjusting its logistics system.

As of June 30th this year, Jingdong has covered 1780 districts and counties, and its coverage is still expanding and sinking.

Zhang Yongyang is the employee at the very end of the giant self logistics network, which is specially designed for distribution in the county area.

Zhang Yongyang is from Liaocheng, Shandong. He co operates with Jingdong, a friend of Dezhou village, and Xiajin station of Jingdong logistics.

The logistics station with only two employees is called XianFeng Railway Station in the Jingdong, and its purpose is to penetrate into the county market.

Dezhou has jurisdiction over 7 counties, of which 5 have already opened XianFeng Railway Station.

At 7:00 in the morning, Zhang Yongyang and Li Shanwei had to go to Dezhou Changhe station to pick up the goods and send them one day per day to achieve the next day.

In many XianFeng Railway Station, Xiajin station is regarded as a single volume rising faster. In May, the station construction time was only about 30, which has been stabilized at 60.

Dezhou is a four line city. In 2012, Jingdong opened its first distribution station.

With the increase in urban area, the Changhe station, located in the Dezhou Development Zone, was opened in March this year. The Changhe station and the 5 XianFeng Railway Station are brothers.

The Jingdong has been arguing about how logistics will sink.

In 2013, the Jingdong tried to do a number of cooperation stations, mainly for the township market, Jingdong allowed the distribution of the staff to leave the company, the identity of the natural person to set up a cooperative station, self profit and loss, and Jingdong signed an exclusive contract, Jingdong will give preferential treatment in the distribution unit price.

"At that time we thought that the quality of the service of the cooperative station is the same as that of the self operated site. We will conduct data monitoring and rating on them, some of them are checking items, some are red lines, and you must terminate the contract if you touch the red line."

A Jingdong insider responsible for logistics told Chinese entrepreneurs that these red lines include money back issues, cargo safety issues, and consumer complaints.

But this attempt did not achieve the desired results.

Because it is difficult to monitor, some cooperative stations earn money privately, and often fail to meet the standard of service quality.

"We have come to the conclusion that any franchise system is difficult to control the quality of service."

The Jingdong logistics people said that Jingdong decided to stop the project decisively.

Subsequently, the Jingdong logistics has turned to a self run system and the XianFeng Railway Station has been fully rolled out for the county market.

In Dezhou, XianFeng Railway Station of Xiajin county was set up in May. Soon, the average daily order of more than 60 orders was not delivered by Li Shanwei. So he encouraged Zhang Yongyang.

"When I first came to Xiajin station, I didn't know the way at all.

Coming back from Dezhou to pick up goods is good, there are signs on the National Road, but really down to the village, totally confused.

In addition to Jingdong's own green dragon system, Zhang Yongyang is the most ghosting map.

Every day, they pick up goods from the Changhe station in Dezhou, then deliver goods from one township to another, and run more than 300 kilometers a day.

But to some extent, this kind of hard work is "self seeking".

"At the beginning of the XianFeng Railway Station, there was no requirement that all villages and towns in a district should be covered, but that they could be selected according to your abilities, but the brothers could expand further if they did what they did."

Jingdong distribution terminal service management department responsible person said, the XianFeng Railway Station distribution staff often look at the goods is not too far away, but they did not think of another problem, that is, the first time to send, and then have to continue to send.

In order to upgrade the site, Li Shanwei is willing to bear this kind of hardship.

If it can be 3 months in a row, and the daily volume reaches 100 or more, XianFeng Railway Station can be upgraded to regular sites. "This is the goal we most want to work hard for."

Li Shanwei said.

In addition to the basic salary, the distribution staff's income is deduct according to the quantity of delivery. As a result of XianFeng Railway Station, Li Shanwei has a total income of 10 thousand yuan a month, including oil supplement and vehicle damage. This has been very high in Xiajin County, and if the site can be upgraded to regular sites, manpower and subsidies will be further upgraded.

But upgrading is not easy.

At present, the visibility of Jingdong in the three to six line cities is not high enough, let alone the towns. If we want to increase the volume from slow growth to acceleration, they must pform their salesmen at any time, and improve their single volume through various activities.

For channel sinking, the most difficult thing to change is consumer shopping habits.

In Xiajin County, a very obvious phenomenon is that couriers are familiar with some areas, even with customers, such as friends, but are very strange to other areas.

This shows that the county market is highly polarized. People who have online shopping habits will often buy it. No one will buy it at a time, and the middle volume will be small.

"We have so many distribution workers, they are absolutely powerful weapons, but until now, they have not thought about how to use them."

Jingdong, a senior marketing director of brand marketing, said that Jingdong has always hoped that distribution workers will contribute to marketing, but they are reluctant to over sell. "If you buy something, our delivery staff will send you an ad list, and there must be many customers who are sick of it."

In June this year, Jingdong launched the "Caravan 100 city line" activities, covering more than 100 three or four city cities nationwide, and selected local central plaza to organize activities.

In addition, the "one city one card" plan was launched to seize the billboards of every city commercial center.

"These two activities have made some achievements, but they also encountered some resistance in varying degrees."

Men Jipeng told the Chinese entrepreneur that the main reason is the local traditional appliance store.

It is understood that Jingdong channel sinking strategy is not yet a responsible department, but requires various departments to cooperate.

The most important thing is the cooperation between logistics and the market.

If the market line is fast and the logistics is not in place, the conversion rate of traffic will not be very high.

Because of this, setting

At the beginning of the course of action,

I hope to design some indicators to sift the city according to the index.

But later it was found that it was better to place power in regional managers. After all, they knew more about the situation and needs of their own districts.

"Many problems are caused by the expansion of scale, but now the sinking speed is more important. If users wait for the habit of building up sites, they will be late."

The Jingdong told Chinese entrepreneurs that the future logistics system will gradually slow down, focusing on intensive farming.

change

That is the first step in intensive farming.

In the fourth quarter of this year, Jingdong logistics will start new assessment methods, for example, in the assessment of delivery links, the emphasis is only on speed and rigid delivery time, which has resulted in some distribution staff forcing customers to pick up goods.

If the distributor's attitude is too bad, it will be very easy to cause friction.