Pinduoduo has a 24-hour track in the same city

Pinduoduo has a 24-hour track in the same city. Recently, Pinduoduo has started to recruit 24-hour delivery agents in the first-tier cities in China. It is not difficult to see that Pinduoduo is not satisfied with the development of online e-commerce, and Pinduoduo has a 24-hour track in the same city. How to ensure the supply of daily necessities, such as vegetables, is not only a topic of public concern, but also brings business opportunities under the prevention and control of the epidemic situation of Pinduoduo's 24-hour city track. A screenshot of investment promotion about "Pinduoduo City Matching" was circulated in the industry these two days. On April 9th, it was reported that Pinduoduo began to recruit merchants capable of delivering goods within 24 hours in the north, Guangzhou and Shenzhen.

"Newcomers Join the Group" and Deliver in the Same City

It is understood that Pinduoduo is recruiting fruit merchants with 24-hour delivery ability in the same city, such as fruit chain stores, pre-warehouses, stall wholesalers, etc. The categories include watermelon, durian, fruit cutting and imported fruits, and the key test cities are in the north, Guangzhou and Shenzhen.

As early as the beginning of April, Pinduoduo has opened the application for "delivery in the same city". Merchants with the ability of self-delivery in the same city, such as gifts and flowers, low-temperature milk and customized cakes, can set up delivery in the same city on the platform and support delivery by their own riders and delivery staff in the same city. It is reported that merchants can enjoy the exclusive label of "24-hour delivery" when opening the same city distribution, support district-level distribution, and also get official traffic blessing. At the same time, Pinduoduo also mentioned that the delivery time limit will be relaxed to 48 hours because the project is in the early trial operation stage.

Pay attention to "timeliness" has its own set

In fact, compared with other e-commerce platforms that have their own logistics companies, Pinduoduo is temporarily in a weak position in logistics. In the past, Pinduoduo successively cooperated with An Xun Logistics, Extreme Rabbit Express, Debon Express and China Post. At the end of February, 2119, Pinduoduo officially launched the original electronic menu system, and put forward the concept of "new logistics" technology platform.

For the end of the layout, in February this year, we bought more vegetables with a subsidy of 3,111 yuan and a parcel subsidy to attract the existing post owners. However, because it did not apply for the express delivery business license, the express delivery collection business was stopped by Xiamen Postal Administration. Therefore, Pinduoduo's 24-hour delivery in the same city is also to buy more food for it.

Zhuang Shuai, a special researcher at the E-commerce Research Center of Net Economic Society and founder of Bailian Consulting, said in an interview with Zi Niu News reporter of Yangzi Evening News that Pinduoduo's "joining the group" is mainly based on the real-time retail market where goods are picked up and delivered to home in urban physical stores under the normalization of epidemic prevention and control, and gradually Chengdu people "just need to spend". The catering category of the take-away platform, the fresh category of the fresh e-commerce platform, and the flower category of the flower e-commerce, these products themselves have high timeliness requirements and naturally need immediate delivery. "

" Players "competition is just" just needed "

Chen Hudong, a special researcher at the E-commerce Research Center of NetEconomy & Social Affairs, said in an interview:" Instant retailing meets the requirements of timeliness in essence, because it is a fast-moving consumer product, which can be delivered directly to customers from the front warehouse. As a group of courier brothers with the last kilometer capacity in the city, it naturally becomes the target for major e-commerce giants. "

Mo Daiqing, director and senior analyst of the online retail department of the e-commerce research center of NetEconomy & Society, said that during the epidemic, logistics in many places was blocked, and users' new consumption habits were accelerated. Instant local distribution gradually became a "just need" for users and penetrated into all aspects of urban life. Intensified competition and large market space naturally attract more and more participants, including Internet giants.

Previously, Ali focused on the retail battlefield in the same city, and combined with its Tmall supermarket, he worked together to build a retail circle in the same city. Taoxianda, which is located in the instant retail e-commerce platform of "supermarket goods reach the hour", focuses on the supermarket goods category with fresh food as the core, and provides customers with services such as hourly delivery, half-day delivery and next-day delivery. Last October, JD.COM and Dada Group jointly launched hourly purchase.

In September last year, the number of towns covered by Meituan's flash shopping reached 2,811. In the third quarter of last year, the number of pre-warehouses for Meituan's food shopping reached more than 411, and the category also increased from 1511+ to 4111+. The delivery time was guaranteed to be completed in more than half an hour as much as possible. In addition, distribution players in the same city also have hummingbirds, daily fresh food, Ding Dong shopping, Duodian, Pupu, Shunfeng City, UU running errands and so on.

according to the "2121 China logistics technology market data report" to be released by the research center of e-commerce, the real-time logistics transaction scale in 2121 will be 183.22 billion yuan, up by 7.77% year-on-year. Pinduoduo's 24-hour in-city circuit 2

I believe that everyone is very familiar with the software "Pinduoduo". He can be regarded as the first e-commerce company in China to start the group buying mode, and later community group buying can be regarded as its descendants. It is precisely because Pinduoduo started the group buying mode that its price is much cheaper than other platforms, but if it is cheap, it has a great chance to buy products with not so good quality, so Pinduoduo has been ridiculed by everyone for a long time.

Because the quality of the products bought on it is worrying, many people in the back have figured out a rule and just bought some daily necessities on Pinduoduo.

For example, shampoo, toothpaste, shower gel, paper towels, etc., there is no problem for these things to be cheaper, and the quality can't be much worse. With the vigorous supervision in recent years, the situation of selling parallel goods in Pinduoduo has improved. Although there are still parallel goods, I am relieved to think about the price. As long as the price is not too outrageous, people generally won't struggle so much.

Recently, however, Pinduoduo began to recruit 24-hour same-city delivery agents in the first-tier cities in China. It is not difficult to see that Pinduoduo is not satisfied with the development of online e-commerce and wants to take a slice of the instant retail market.

At present, the promotion of city distribution in Pinduoduo mainly focuses on fruits, but businesses of flowers, low-temperature milk and cakes can also apply for city distribution in Pinduoduo, and Pinduoduo can also conduct drainage for these businesses on its own e-commerce platform.

However, there is still a big question mark about whether the same-city delivery service in Pinduoduo can be done, because the current same-city delivery market is being eaten by Meituan and Hungry, and it is still very difficult to bite a piece of meat from their mouths. 24 hours after Pinduoduo entered the market, 3

The retail market in the same city has welcomed new players. Pinduoduo is taking fruits as the breakthrough point, and laying out retail in the same city.

According to the report of beijing business today, a screenshot of the investment promotion of "Pinduoduo Matching in the Same City" circulating in the industry shows that Pinduoduo is recruiting fruit merchants with 24-hour delivery capacity in the same city, such as fruit chain stores, pre-warehouses, stall wholesalers, etc., and the key test cities are Beijing, Shanghai, Guangzhou and Shenzhen. At the same time, because the project is in the early trial operation stage, the delivery time limit will be relaxed to 48 hours.

The author understands that in early April, Pinduoduo has opened the application for "delivery in the same city". Merchants with the ability of self-delivery in the same city, such as gifts and flowers, low-temperature milk and customized cakes, can set up delivery in the same city on the platform and support delivery by their own riders and delivery staff. It is reported that merchants can enjoy the exclusive label of "24-hour delivery" when opening the same city distribution, support district-level distribution, and also get official traffic blessing.

however, it may be in the testing stage, and the exclusive label of "24-hour delivery" has not been integrated, while the distribution scope of the exclusive label of "48-hour delivery" is mainly in Shanghai. Previously, Pinduoduo launched the "48-hour guaranteed supply package".

The epidemic has blocked logistics in many places. Judging from the capacity organized by merchants, one of the purposes of Pinduoduo's move is to help merchants expand local orders. While testing water in megacities and offering a zero commission policy, we can also see that Pinduoduo wants to do it as a long-term business.

at present, the item of "having 24-hour delivery capacity in the same city" requires the merchants to weigh the performance cost and loss rate control, which may also bring some trial and error costs, but zero commission and traffic support are also very attractive.

why

from the external environment, the retail market in the same city is sinking from first-and second-tier cities to low-tier cities, but first-and second-tier cities are still the main consumers. The industry's point of view is that the emergence of the epidemic has brought the competition of retail tracks in the same city three years ahead of schedule. During the epidemic period, consumers' demand for instant retail and instant delivery was enlarged, and the retail market in the same city became the biggest potential increase.

From food and beverage takeout to everything available, retail in the same city is reaching consumers at a closer distance. Thanks to the continuous improvement and promotion of digital technology, intelligent supply chain and performance ability, the retail market based on local distribution capacity has become the closest consumption scene to consumers, which also reflects consumers' increasing demand for transaction efficiency.

However, the performance efficiency of Pinduoduo's "24-hour delivery" in the same city seems to be a little "slow". Ali, Meituan and JD.COM have been deeply involved in the same city retail field for a long time, and it seems a little late at this time. However, compared with other platforms, Pinduoduo's biggest card is abundant traffic. Both JD.COM Hourly Shopping and Meituan Flash Shopping rely on the main station to expand customers, and Pinduoduo with traffic also has the confidence to expand its borders.

from the business point of view, the same city distribution can cooperate with Pinduoduo's business. Buying more vegetables is a "pre-sale+self-promotion" mode. Exploring local performance services by matching in the same city can also provide another channel for merchants to sell goods and bring new imagination. Combined with the express group, it can reuse the private domain traffic under precipitation and improve the performance efficiency. If the two are combined, then the same city distribution can be connected with the supply at one end (buy more vegetables) and the demand at the other end (express the group), but this requires strong local performance ability.

in terms of performance, many e-commerce platforms have achieved the performance coverage of domestic-regional-city at the next day, daily, half-day, hourly and minute levels, meeting the needs of consumers all the time. The attempt and exploration of city matching may be able to further complement Pinduoduo's shortcomings in performance under faster aging.

from 2121, Pinduoduo will begin to make up for the shortcomings of warehousing and logistics, and invest in infrastructure. In the sinking market with wider coverage, the combination of county grid warehouse and city distribution will enable Pinduoduo to make a new breakthrough at the county level.

Difficulties and challenges

Although retail in the same city is a new word, it is not a brand-new business in essence. Generally speaking, it needs to focus on business flow and logistics. Commercial flow needs commodity supply, and logistics needs transportation capacity to support the bottom. If you want to play retail in the same city, supply chain, platform and capacity are the three indispensable supporting forces.

it can be said that the core embodiment of competitiveness in the same city retail is the ability to master logistics performance and control goods, thus forming the cohesion of business flow and logistics and maximizing efficiency.

at present, the biggest advantage of meituan is that it is fulfilling its contract based on its geographical location, and it is accelerating the integration layout of retail in the same city, with the promotion of meituan optimization, meituan flash shopping and meituan grocery shopping. On the eve of "Double 11" last year, JD.COM teamed up with Dada Group to create an "hourly purchase" business. Ali City Retail Group is coordinated by Tmall Supermarket, Taoxianda and Hungry. Tik Tok is also trying to deliver goods to your door, launching the service of "Zunda", and Aauto Quicker Jupin is also joining hands with SF Express to promote the instant delivery service.

by comparison, Pinduoduo still has shortcomings.

Retail in the same city is a localized business, and localization means higher frequency, higher stickiness and easier relationship strengthening, which requires closer to consumers, insight into and satisfaction of consumers' potential consumption needs, and ultimately requires refined channels.

After further focus and refinement by consumers, there have been new changes in consumption frequency, consumption scenarios and delivery speed requirements, which require the growth of core categories to drive the extension of related categories, thus driving the expansion of all categories.

This leaves Pinduoduo with three problems to be solved, namely, performance ability, order density and commodity richness.

there is still a need to lay a solid foundation for performance ability and cost control, which can never be completed overnight. In terms of commodity richness, Pinduoduo introduced fruits, and the category richness still needs to be filled in the future. After the fulfillment ability and commodity richness are supplemented, the problem of order density will be better solved.

However, after combing, it can be found that whether it is incoming terminal logistics, launching more food collection points, or short video of water testing and e-commerce, Pinduoduo's exploration logic basically revolves around Pinduoduo main station.

for e-commerce platform, logistics is the foundation of development. Judging from the test of water and city matching, if the supply chain and logistics can be deeply coordinated in the future, the exploration of related fields may lead to more new business.