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The rookie president Wan Lin has become a courier. How will Ali's three "birds" develop?

On June 6th, people saw Wan Lin, the president of Cainiao, incarnate as a Cainiao wrapped courier, sending and receiving couriers for consumers at a temperature of 33 degrees, clearly conveying to people the importance Ali Cainiao Logistics attaches to service quality and service level. Then, how will the hummingbirds, danbirds and brook birds owned by Ali Cainiao, which have appeared or been exposed in the near future, develop?

Recently, Hungry announced the independence of its instant logistics platform Hummingbird brand, and upgraded the brand name to "Hummingbird Matching". At the same time, it is publicly announced that in the next three years, Hummingbird will build 21,111 fully digital instant distribution stations, establish a digital and intelligent open instant distribution ecology, and expand its services to more industries and regions.

Before, when Ali announced that he was hungry, he classified hummingbirds into the "three-kilometer ideal life circle" and provided 31-minute door-to-door services for Taobao, Tmall, Suning and Boxma Xiansheng, including "half-hour delivery" and 24-hour home emergency service for Boxma, "one-hour delivery for Tmall supermarket" and many first-line brands "two-hour delivery for online ordering stores". According to the information provided by Hungry, the local instant delivery system has become one of the key infrastructures of Ali's new retail for more than a year, from Starbucks' "special star delivery" in more than 31 cities, to thousands of large supermarkets' take-away delivery, to drug delivery, Tmall store order delivery and so on. It can be seen that hummingbirds have long been confined to the circle of hungry, but have rapidly expanded their business extension by taking advantage of the east wind of Ali's new retail.

Chloe Wang, a partner of Alibaba Group and president of Alibaba Local Life Service Company, said that the overall upgrade of Hummingbird not only means the upgrade of its core competitiveness as a local life in Ali, but also marks the beginning of a new round of changes in the local instant delivery industry. This brand upgrade is not only an upgrade of equipment, but also the opening of Alibaba's entire economy.

Chloe Wang emphasized the progress of hummingbirds in third-and fourth-tier cities. As word-of-mouth accelerates its business layout in third-and fourth-tier cities, the intelligent local instant delivery network established by hummingbirds is also expanding in more cities. Since this year, hummingbirds have a nationwide distribution network. After being fully integrated into the ecosystem of Alibaba Group, Hummingbird has carried out a series of integration, maintained linkage with Shangchao brand, and served the instant delivery of partners in various fields, including RT Mart, Starbucks, Tmall Store, Ali Health, etc., and accumulated and precipitated the ability to serve different industries in the process. The local instant delivery system has become one of the key infrastructures of Ali's new retail. Chloe Wang believes that at this point in time, hummingbirds have a nationwide network and the ability to serve various industries, which can be opened to customers and the whole industry.

Hummingbird Distribution also cooperates with Starbucks, Ali Health and major offline supermarkets to provide instant delivery services for all kinds of commodities such as food, medicine, supermarkets' daily necessities, flowers and fresh food. It is reported that the whole link of the catering industry in the new system includes from site selection and supply chain to booking, queuing, code scanning, membership, instant delivery, payment, evaluation and so on. Among them, the "reservation" function was piloted in Hangzhou in April this year.

Hungry? Kang Jia, co-founder and chief operating officer, said that the delivery industry started from food and beverage take-out, but today, supermarkets, fruits and vegetables have become the objects of instant delivery. With the continuous expansion of service boundaries, the future will be an era of matching all stores, and flexible and efficient logistics will definitely boost business flow.

at the beginning of last month, meituan officially launched a new brand "meituan distribution" and announced the opening of the distribution platform, which will open up a number of capabilities to ecological partners in terms of technology platform, transportation network and upstream and downstream of the industrial chain. With the independent upgrade of the brand of Hummingbird Matching, it may mean that Hummingbird and Meituan will compete in the field of instant delivery.

On May 28th, Danniao Logistics was officially unveiled at the 2119 Global Smart Logistics Summit. At the first brand launch conference, Li Wuchang, CEO of Danniao, announced that he would use digital technology and intelligent algorithms to jointly upgrade the national landing distribution service upstream and downstream of the distribution network, provide various solutions for merchants, and provide consumers with local life. Quality logistics experience. It is understood that Danniao is a brand-new service brand jointly launched by rookie and several landing distribution companies, focusing on providing regional and localized distribution services, and is committed to being a local life logistics service provider with the ultimate experience, which is different from the "Tongda Department" express company.

In fact, rookie's local distribution service has a long history, mainly through investing in several regional distribution companies such as open sesame in Zhejiang, Shengbang Logistics Co., Ltd. in Nanjing and Dongjun Express Logistics in Chengdu. It is understood that Danniao has been serving Tmall Supermarket and other businesses before, and the good express service of Tmall Supermarket was jointly built by several landing distribution companies of Danniao's predecessor. This is a brand-new upgrade of its brand. Danniao will complement each other with the courier company to meet the new needs of consumers and businesses. In several years of running-in and accumulation, Danniao's service ability has been exercised and improved. The brand upgrade of Danniao is, in a sense, to further enhance the user perception of Ali's e-commerce distribution service.

"In the 1.1 stage, Danniao focused on the fields of fresh food, flowers, mother and baby, focusing on the service of Chinese parts, accumulating application scenarios and users through service contacts, and aggregating the distribution capacity model." Li Wuchang said that Danniao can provide comprehensive logistics solutions for merchants in transportation, distribution, customer service and after-sales.

In the future, Danniao will build a data-based distribution model with the help of big data precipitation of rookie, iteratively upgrade its distribution model, allocate the resources of people, cars, goods and fields more intelligently, and empower the new retail industry with the open value of the new model, so as to better match the diversified and faster fulfillment needs of merchants and improve the whole chain efficiency of the distribution chain.

However, people in the industry who know about Danniao also pointed out that Danniao mode is somewhat similar to the warehouse allocation mode of Jingdong Logistics, which meets the needs of consumers and merchants in terms of service quality and delivery timeliness, and pays attention to direct sales.

Not long after the official appearance of Danniao brand, some media reported that Ali's "Xi Bird" also surfaced. According to some data, the full name of this bird is "Hangzhou Xi Bird Logistics Technology Co., Ltd.", which is 111% controlled by Rookie Network. The legal representative is Xiong Jian, who is a novice and has served as the general manager of the rural business department, mainly responsible for the village scouring business; The executive director of Xi Bird is Wan Lin, CEO of Rookie Network, which shows that Ali attaches importance to Xi Bird internally.

It is also reported that Xiniao is currently recruiting operation positions such as "product operation of rural distribution warehouse" and "network operation of rural distribution", and is increasing and accelerating Ali's layout in rural logistics.

in the past year or two, government departments at all levels in the country have frequently issued articles, pointing out that it is necessary to focus on the two-way circulation and efficient distribution between urban and rural areas, focusing on agricultural products, fast-moving consumer goods, medicines, daily electronic products, auto parts, household appliances and furniture, textiles and clothing, as well as key industries such as catering, cold chain, logistics express delivery and e-commerce, so as to promote the construction of an efficient distribution system between urban and rural areas. On the one hand, it responds to the implementation of the national rural revitalization strategy; On the other hand, the high logistics cost and low logistics efficiency have always been a long-standing problem that puzzles rural residents to improve their quality of life and production efficiency. Therefore, many enterprises in the postal logistics industry are also trying to explore an effective mode to serve modern agriculture and actively serve "agriculture, countryside and farmers". When laying out their rural strategies, all major e-commerce platforms describe a bright future of "two-way logistics", that is, industrial products go to the countryside and agricultural products enter the city.

The author has written before that the focus of the rural logistics problem is the first kilometer, but the passage of "agricultural products entering the city" still faces many difficulties. According to statistics, due to the unsmooth upward movement of agricultural products, the annual loss of fruits and vegetables in China reaches an astonishing 12 million tons and 311 million tons respectively.

It is suggested that the following five measures be taken to solve the difficult problem of rural logistics:

1. Build cold chain logistics infrastructure in PPP mode to form a pipeline system similar to power grid and telecom tower.

2. support e-commerce channels, take advantage of tourism and cultural projects to promote sales, form a higher order density in a certain period of time, and reduce the average cost of logistics.

3. Developing agricultural products processing industry and moderately processing agricultural products can not only increase added value, but also be more suitable for low-cost storage and transportation.

4. merge similar items to form a two-way logistics loop from the countryside to the city, so as to reduce the empty return of vehicles.

5. upgrade and improve packaging materials and preservation technology, provide standardized guidance, do a good job in earthquake prevention, fall resistance and preservation of agricultural products, and minimize the loss rate of agricultural products.

how will Xi bird logistics go in the future? How to establish a new rural logistics system with balanced service, cost and efficiency? We don't know yet, but with the rookie's years of hard work in the field of rural logistics, the accumulation of e-commerce in Ali Village for many years, and the abundant funds behind it, we still have high expectations for the brook bird. We will wait and see!