Logistics As The Focus Of Enhancing User Experience

The consensus reached by the industry is that traditional electricity providers are developing towards O2O, and online and offline integration is inevitable.

Objectively speaking, the three giants, including BAT, though they have invested heavily in O2O, have not achieved much success.

The root cause is that BAT's powerful online capabilities do not have corresponding offline capabilities to support them. Most of the initiatives to increase the strength of the O2O line by investing in M & A are not a small discount.

Offline capabilities include: offline self financing assets, offline business relationships, offline development teams, offline logistics capabilities, etc.

There are many advantages in offline assets and relationships, but most of them are lack of online cooperation.

The ability of Internet Co competition is concentrated on whether there is a strong offline team. The team capability under the line mainly includes two aspects: the expansion ability of merchants under the line and the offline logistics capability of service merchants.

Logistics is one of the core competitiveness of O2O, which is particularly evident in retail O2O.

Apart from price factors, logistics speed is one of the most important considerations in consumer decision making.

At present, the hot community O2O, the fresh O2O and home O2O that will soon enter the market break, and whether they can advance smoothly depends on the logistics capability.

On the service class O2O, the early platform takeaway O2O is pforming into logistics, and many home O2O services are also related to logistics.

It can be said that only with strong logistics capabilities,

In addition to the above mentioned O2O trend, the three or four line cities and rural electricity providers are the next big growth point of the industry.

It should be said that the mainstream of the first tier cities, online shopping penetration has been quite high, the future growth is slowing down; the channel sink is the major business providers to ensure that the future development of an inevitable way.

To this end, Ali, Jingdong, Suning, Dangdang and other major business players in recent years have introduced the strategy of channel sinking.

But sinking channels is not easy.

And rural market users dispersed, Internet access threshold still exists, network payment habits have not formed, more critical is logistics such infrastructure is not sound.

Compared with the line, it has advantages in terms of price and convenience. This is the two reason for its popularity among consumers, but these two advantages to the rural market, at least convenience, should be greatly reduced.

Therefore, in order to successfully develop three or four line cities and rural markets, we must first work hard in logistics.

The third party logistics is gradually spreading in rural areas, but its capability is still limited.

The e-commerce platform should first sink the logistics capability and establish a "service store" with its own standards to solve the problem of after-sales service. Only in this way can we quickly open the rural electricity supplier market while ensuring the quality of service.

If the above two functions of logistics remain in the understanding of logistics delivery, then user integration will be promoted based on logistics capabilities.

This is a more important aspect.

As mentioned earlier, fast distribution is a part of user experience, but user experience is far from limited.

It is an additional experience that logistics brings to the user after hand over.

In the future, how to train logistics personnel into comprehensive service personnel is very important.

In the ultra first tier cities such as North Guangdong and Shenzhen, some logistics personnel have long ploughed a region and established long-term relationships with customers. After that, he became an adhesive between users and platforms, which can provide users with more services step by step.

In fact, high standard logistics capability and high quality service capability have always been the key factors of user experience.

Logistics is open to the third party businesses on line and offline, and its value will be magnified.

For many B2C providers, there is a great difference in user experience between self owned category and open platform. The key reason is that the third party distribution of open platform can not give users the same experience, and enhance logistics capabilities.

As for the logistics capacity of the electricity supplier, the experience value added to users will become more obvious when the service line begins.

The above analysis shows that logistics is indeed the key to O2O, channel sinking and user experience.

Compared with Amazon in the US, it built strong electricity supplier and O2O ecosystem based on logistics capability, and achieved the ultimate user experience.

Benchmarking Amazon China electricity providers should also speed up the construction of logistics capabilities, and rely on the leading logistics to help them become the "fourth pole" outside BAT.