Retail Industry: Enhancing E-Commerce Shopping Experience

The development of retail structure towards lower cost and better experience is a constant truth.

At present, there are 2 obvious defects in the electricity supplier. If it is improved, it will obviously reduce the cost and enhance the experience.

The first thing is that the goods flow is too messy. A commodity Chongqing district buys 70 pieces on Taobao every day. The 70 commodities may be sent to Chongqing from 25 different parts of the country. For example, one of the goods is shipped from Ningbo, after delivery by the courier, after the Ningbo sorting is sent to Hangzhou, Hangzhou is sent to Chongqing after sorting, and then sent to the distribution station after the sorting of Chongqing. Finally, it is sent to the user's home by the distribution station. Does this process not matter?

The second place is the last mile distribution. Every customer buys a package and they have to pay a freight charge. A district collects 70 packages every day. They are sent to the doorkeeper by 6 courier companies and 6 couriers. Most of the couriers do not deliver the goods upstairs. The customers usually call the user downstairs to get them. If they do not appear within 5 minutes, they will disappear immediately. Each package needs packing and carton packaging. If the doorman is collected, it will be difficult to find responsibility if the goods are damaged or lost.

In fact, the two bad processes that everyone is accustomed to can be improved. Zhang believes that the future electricity supplier logistics system will join the "cloud storage" and "community outlets".

Big data predict the sales volume of a commodity in a certain area. The goods will be stocked to each cloud store according to the pre measured manufacturer's shipment. All goods ordered by different customers will be delivered uniformly from the cloud warehouse, and only a delivery fee will be charged.

The goods ordered by users in a certain area will be put into the pfer box centrally to deliver to the community outlets. After that, the customers will pick up the goods at the community outlets or the centralized delivery of the community outlets.

The community outlets are closely related to the online platform, undertake the functions of promotion, logistics, payment, after-sale, etc., and use the community network to realize the shopping experience of fragments (after interpretation). The goods are packed without cartons and stuffing, and the goods are distributed through the pfer boxes to the outlets, and the bar code is scanned by the network personnel. This can not only save the packaging cost, but also deliver the goods in the pfer box, the goods are more stable and not easy to damage, and are not easy to be stolen.

The logistics mode of "cloud warehouse" and "community network" is less than that of the current logistics mode, with fewer pfer links, lower delivery costs, faster delivery speed, concentrated distribution of goods to the community network, customers only pay a distribution fee for shopping at different businesses, customers receiving special pick up (or distribution) experience better, not easy to appear package damage or loss, and community outlets also make after-sale experience easier.

The problem of "cloud warehouse" is that the capacity of the regional warehouse is limited and it is impossible to hold all goods on the line.

So the goods that can be predicted in the future will be put into the regional warehouse. After ordering, the goods will be shipped from the regional warehouse.

It is difficult to predict future sales volume of goods through intelligent backbone logistics network circulation, similar to rookie logistics mode.

Rookie logistics wants to build intelligent backbone logistics network, integrate logistics companies, express companies to a system, carry orders to make princes, online businesses to build the logistics park most densely, big data collaboration optimization picking, sorting, trunk pportation and last mile distribution, in short, all logistics companies are integrated together, the same network orders increase, resulting in higher efficiency and faster delivery.

Zhang Chenyong thinks that when the rookie logistics is established, it will build a cloud warehouse in the logistics park, and send the local high volume goods into the warehouse for delivery. The overall efficiency is even higher.

However, the current "cloud storage" construction is a bit slow, the reasons are: first, the centralized delivery mode of the last kilometre community network has not been established; the two is the higher cost of the unified allocation of warehouses and the higher taxes and fees; three, the domestic channel is scattered and the purchase price is not uniform; the four is the express company has been relatively strong, and the rookie network must integrate the express company into the smart backbone network.

The main purpose of the "community network" is to solve the last mile distribution, and Ali has made an Amoy stop, yes Amoy, rookie station.

Jingdong collaborated with Tang and other ten thousand convenience stores.

Suning and step by step retail enterprises have launched a network ordering store.

Shun Feng has established a store, Shen Tong, Zhong Tong and many other offline cooperative shops.

And 2688, big warehouses, treasure houses, cat houses and so on have tried to start businesses from the community network.

Most of the online shopping orders in Taiwan and Japan are completed by the convenience store, and the final mile distribution is highly efficient and experienced.

However, it is difficult for domestic electricity suppliers to integrate the resources of community outlets. First, because most domestic couples are supermarkets, they are scattered and mixed, so it is difficult to integrate them.

Two, the key to integration is the gathering order, while the domestic express companies are fiercely competitive. Under the control of the upstream orders, Taobao is unwilling to control the last kilometre network by the other side. Competition is greater than cooperation.

Three is

Customary change takes time. In fact, many district gatekeepers and supermarkets are actually picking points. Consumers do not have a strong demand for regularized pick ups.

It is believed that under the present circumstances, the community network can not simply become the online shopping spot.

We should change the way of thinking, integrate the pick-up point into the whole system, and establish a new community network that can undertake the promotion, logistics, after sale, community O2O, and solve the consumers' pain points.

Instead of integrating the picking point function on the traditional convenience store, we should set up a special community network according to the characteristics of online shopping, lighten the importance, build a region and a region, and occupy the market step by step.

The community network designed by Zhang Chenyong has the following characteristics:

The first feature is that the self-service business of the community outlets can solve the consumer's pain points, complement the online business and support the cost.

The main channel of fresh shopping tradition is vegetable market and hypermarket. It is not convenient for many residential areas, but also a pain point for consumption.

Zhang Chenyong believes that community outlets operate fresh fruit products, use APP to reserve reservations, integrate subsidies and other ways to enhance attractiveness, and improve sales volume to promote the development of fresh fruit and vegetable shops in the community.

Fresh fruit is just needed, pure online platform is very difficult to manage, and the solid store manages fresh fruits, and operates Standard commodities online and combines with each other, which can attract customers more easily.

The second characteristic is to get through online and offline.

The real realization of the promotion value, the promotion is always the pain of e-commerce, high flow cost, the consumer to advertising immunity.

The author conceived a set of ways to promote entities under the online subsidy line, specifically looking at how the community O2O platform monopolized the 70% needs of users.

The third feature is the centralized distribution of bulk orders, the establishment of debris shopping, mobile e-commerce and PC electricity supplier has different characteristics, without considering the distance and postage, whenever and wherever possible, one click shopping is more in line with the characteristics of the mobile business.

The fourth characteristic is to integrate into the community O2O service. The community network is built in the residential area, and its boundary is the community. Therefore, it is entirely possible to introduce community O2O services on the basis of physical outlets.

The fifth characteristic is the introduction of the ultimate experience partner system. The domestic couples supermarket is more than the chain convenience store. The scale is not necessarily economic. The establishment of incentive system is essential for the realization of the ultimate experience of the community network. The ultimate experience of the partner can search "how to make the ultimate test of retail O2O".