＂double 11＂ 1.5 billion express leads to logistics confrontation： fighting for network, fighting for speed and fighting for service.

Every edited | Li Zhuo　　　　

Every reporter Li Zhuo, every editor Zeng Jianhui

This year’s "double 11" war has entered the final countdown. Ali, JD.COM and other e-commerce platforms have tried their best to win over merchants and consumers. At the same time, the offline logistics corps is gearing up and becoming an indispensable chip to attract merchants and consumers.

According to many interviews conducted by national business daily, as early as two months ago, the competition in the field of e-commerce logistics has been fully launched. Ali and JD.COM not only "show off their muscles" in succession, but also show off their own iterative and upgraded robot warehouses, and at the same time, start a battle of subsidies of hundreds of millions of yuan for businesses. Recently, as the "double 11" entered the final countdown, major logistics legions successively exposed their respective strategic deployment: fighting for network, fighting for efficiency, fighting for speed and fighting for service … … As a key link to undertake the retail reform, the logistics war has been imminent.

The industry has reached a consensus that under the background of retail reform and consumption upgrading, not only consumers pay more attention to logistics experience, but also whether retail platforms can provide forward and reverse integrated supply chain solutions from warehouse to distribution, even including customer service and after-sales, which has increasingly become the key to attract merchants to settle in and fight for "double 11". Logistics has become the strongest moat outside the online marketing of the giants.

According to the preliminary estimate of the State Post Bureau, during the "double 11" period in 2017 (November 11-16), the postal industry will handle more than 1.5 billion pieces of mail and express mail, an increase of 35% over the same period last year; The maximum daily handling capacity may reach 340 million pieces, which is three times of the daily handling capacity, and the average daily handling capacity is 250 million pieces, which is 2.2 times of the daily handling capacity.

It is precisely because of this enormous pressure on parcel delivery that no logistics enterprise can bear it alone, nor can it be digested by mere crowd tactics. Therefore, the "double 11" War mobilized almost all domestic logistics and social resources, and formed a "logistics sky group" in China that integrates automation, intelligence, informationization and unmanned, which is the best in the world.

Among them, the express delivery companies of Tongda Department (Shentong, Yuantong, Zhongtong and Yunda) with huge franchise networks and Ali Baishi Express are responsible for Ali double 11’s largest share of parcel delivery. Ali’s smart logistics rookie network mainly empowers partners from big data, intelligent warehousing and other aspects, and cooperates with more than 3 million express delivery personnel in the whole industry. The resources such as trunk vehicles and air charter flights will increase by 30%.

JD.COM mainly relies on the logistics corps that has been built for 10 years. At present, JD.COM has six logistics networks, including small and medium-sized pieces, large pieces, cold chain, B2B, cross-border and crowdsourcing (Dada). The combat effectiveness of this regiment has been tested in the "JD.COM 618", which broke through 100 billion transactions for the first time this year. It is worth mentioning that this year is the first "double 11" formally established by Jingdong Logistics Group and fully opened to the outside world. This means that Jingdong Logistics will not only support the massive orders of JD.COM Mall, but also meet the warehousing and distribution needs of socialized businesses.

In addition, double 11’s "Logistics Sky Group" also includes real-time logistics platforms such as Dianwoda and Dada, as well as tens of thousands of offline express delivery agencies. They cooperate with Ali and JD.COM respectively as an effective supplement to terminal distribution and collectively fight against "double 11".

In addition to the collective battle of China’s "logistics group", one of the biggest highlights of this year’s "double 11" logistics war between Ali and JD.COM also includes the start of the subsidy war in the field of smart warehousing.

Cainiao Network announced that this year, "double 11" will invest 1.5 billion yuan to subsidize merchants and logistics partners in the field of intelligent warehouse allocation, and encourage the distribution of goods in places closest to consumers to provide better services to consumers.

Jingdong Logistics will increase the subsidy from the original 600 million yuan to 2.1 billion yuan, which will be used to provide discounts and full reductions in warehousing and distribution for JD.COM platform merchants and socialized merchants before the "double 11".

Yang Daqing, a special researcher of China Logistics Society, accepted an interview with national business daily, saying that warehousing service links shippers’ businesses and logistics consumption, which is the midfield engine of supply chain service operation. Intelligent warehousing is a high ground for competition in the era of digital supply chain. The subsidy war is a strategy to win big customers. No matter the rookie network or the open Jingdong Logistics, it is necessary to transform into a big data-driven supply chain service provider, or to establish deep and sticky cooperation with high-quality customers on supply chain services.

However, in terms of market positioning, as an open logistics platform, Cainiao Network is connected with Taobao and Tmall, which serve a large number of small and medium-sized enterprises+brand businesses. Cainiao Network is not directly involved in logistics distribution services, and its supply chain services tend to be driven by big data under the super supply chain closed loop composed of "Tmall business flow platform+ant capital flow platform+Cainiao logistics platform" to promote the cluster upgrade of logistics enterprises, so as to improve the overall supply chain service capacity, and the service is of great value.

Jingdong Logistics is more inclined to serve brands and big shippers, JD.COM Mall directly purchases goods, Jingdong Logistics directly participates in warehouse allocation, and Jingdong Finance is involved in supply chain finance. This highly vertically integrated supply chain service is more asset-oriented, but it also pursues the whole process of service brand supply chain, and the ultimate value of service monomer is stronger.

"For merchants, providing more accurate marketing and more efficient warehouse allocation is what they need. Through accurate consumption forecasting under big data and logistics-first service capabilities, we can win more consumers with better experience." Yang Daqing believes.