Recently, the official account name of the rookie's landing brand, Danniao Logistics WeChat, was changed to "Rookie Direct Delivery". At this point, the rookie direct delivery brand was officially launched.
"New Sankei" learned from the relevant profile information of Cainiao Direct Delivery to WeChat official account that Cainiao Direct Delivery will be based on the region, providing high-quality delivery services for warehouse delivery, city delivery, instant delivery and other scenarios, and is committed to becoming a high-quality local life logistics service brand. In addition, it is reported that the rookie direct delivery has long been brewing to integrate the same city business, including the original rookie brands such as Danniao, Dianvoda, Blue Dolphin and Vientiane, aiming to build a three-dimensional distribution network in the same city and make efforts to retail in the same city.
Force the same city to "have traces to follow"
The renamed Danniao Logistics is a brand-new service brand jointly launched by rookie and several landing distribution companies. 20 19 was officially launched, focusing on providing high-quality regional and localized distribution services.
The "landing match" mentioned here is different from express delivery. Landing distribution is developed from e-commerce distribution, payment collection and other businesses, belonging to regional distribution, focusing on refinement and specialization, rather than network express expansion. Therefore, landing delivery is superior to other express delivery in timeliness and has strong regional delivery ability.
Official website, a rookie, said that the rookie direct delivery is positioned to build a three-dimensional distribution network in the same city, and its business includes O2O city distribution, B2C warehouse distribution, B2C home improvement, B2B city distribution and B2B trunk line. At present, its business covers more than 350 cities, with 3,000 sites nationwide, and the capacity pool of distribution personnel has reached more than 4 million.
O2O instant delivery is generally centered on merchants' stores, providing short-distance delivery of products sold online by merchants, and the general time limit is between 0.5 and 2 hours; B2C is a one-stop service for merchants from merchant warehouse to customers. The distribution scope is no longer limited to cities, and the nationwide distribution service can be completed through multi-level distribution. B2B solves the problem of warehouse-to-store for regional merchants. The brand or dealer can store the goods in the regional warehouse where the rookie directly delivers the goods, and the rookie directly delivers the goods to complete the regional deployment and the deep sinking of the goods.
At present, in the stalls of big data, regional distribution relies on data-driven and mode iterative upgrade to establish a digital distribution mode, which can intelligently allocate resources such as people, cars, goods and fields. In this context, the industry believes that the current market needs to build a real-time distribution logistics system to serve new retail, and the precipitation and opening up of this model will empower the new retail industry.
There must be brave people before interests. In order to seize the same city distribution market, the rookie has been constantly moving, and the changes of several brands have paved the way for the rookie direct delivery.
As early as March 20 18, "Hangzhou Miaodi ZJS Technology Co., Ltd." broke out. This enterprise consists of five landing partners, namely Vientiane, Sheng Bang, Dong Jun, open sesame and Huang Majia, which were acquired by Cainiao, and is controlled by Cainiao 100%. The goal is to help the rookie realize the timeliness of Tmall supermarket with the mode of "warehousing+landing".
From September, 2065438 to September, 2008, the brand "New Retail Distribution Alliance" came out quietly, which laid new retail services in five major regions of the country, belonging to regional distribution and superior to other express delivery in timeliness.
On May 20 19, Cainiao launched Danniao Logistics, which is based on the integration of distribution resources of distribution enterprises in many regional cities, such as Dong Jun Logistics and Vientiane Logistics, and takes local life logistics as the core, covering fresh food, drinks, food and other fields.
On June 20 19, tmall supermarket launched a new round of strategic upgrade, and will choose ecological partner * * * to build a near-end fulfillment center, comprehensively arrange services such as next-day delivery, 1 hour delivery and half-day delivery, and establish a "20-kilometer three-dimensional living circle" in 100 cities across the country within half a year, thus forming an all-round online and offline service for consumers. This means that Tmall Supermarket has become the new engine of Ali's new retail chariot, and Tmall Supermarket has opened a new retail model from single scene to full scene service.
In April this year, in terms of license, Danniao Logistics obtained the national express business license issued by the State Post Bureau; In March of this year, Cainiao Network completed the wholly-owned acquisition of Voda, an instant logistics enterprise, focusing on instant delivery logistics scenarios such as catering, flowers and beauty cosmetics.
According to LatePost, in the first half of the year, Alibaba made repeated moves in the layout of retail business in the same city. In April this year, Tmall Supermarket Group was upgraded to the same city retail group. At present, Tongcheng Retail Group has become one of the 1 projects that Alibaba CEO Zhang Yong focuses on. The new retail business of Hungry, a subsidiary of Ali Local Life Service Company, has also begun to integrate into this business group. For the same city retail, it is reported that Ali has been planning to set up the same city distribution team of the same city retail business group.
From this point of view, rookie direct delivery is an independent distribution brand established by rookie for the same city retail business group, which cooperates with Alibaba's same city retail battlefield, plays a logistics auxiliary war, and promotes Alibaba's same city retail business expansion. From distribution and new distribution alliance to Danniao logistics, and then to direct delivery of rookie, the new retail distribution system of rookie has become more and more three-dimensional and diversified, and has been upgraded to Ali's core project "logistics package".
The "battle" in the same city is on the verge.
In fact, in addition to Alibaba, Head Internet companies also include JD.COM, Meituan, Didi, SF Express, Tiantian Xian, etc., and they also have layouts in retail and logistics distribution in the same city.
From 2065438 to September 2009, JD.COM Supermarket started the "natural selection" project, and cooperated with offline outlets to achieve the goal of delivering some goods within 30 minutes; In April, 2020, JD.COM integrated the former Consumer Goods Division, 7 Fresh Food Division, Natural Selection Division, New Channel Division and Store 1 to establish Dashang Super Omni-channel Business Group, which JD.COM said would be the main growth point in the future; At the same time, JD.COM Supermarket announced that the "natural selection" project has reached further in-depth cooperation with JD.COM. COM, and the first batch of over 10,000 offline stores and nearly 3 million products were introduced, covering 100 cities, and the "one-hour life circle" was launched. Consumers in outlets open the JD.COM App and enter the supermarket in JD.COM. They can not only enjoy the delivery of millions of fast-moving goods the next day, every day and 1 hour, but also experience the delivery service of a large number of goods from ordering to receiving, the fastest 15 minutes.
Just in June this year, Dada Group, the first instant delivery company, successfully listed on NASDAQ. For a long time, Dada, which has a deep relationship with JD.COM, has accepted the business flow from JD.COM and has become a real-time logistics solution in JD.COM. Then, on July 28th, "Dada Express Delivers Hearts" was officially announced, and its services will include well-known chain brands such as Wal-Mart, Yonghui, Sam, 7 Fresh, Quanyuantang, Neptune, Store, Huawei Store and Chengdu Miss Fu. So far, JD.COM has extended the boundary of "new retail" to the extreme.
Speaking of retail services in the same city, Meituan can afford the first brand of local retail services. In addition to the take-away business, Meituan's local life service business has been expanding, and it has been involved in offline distribution business such as booking flower cakes, cold drinks and desserts, and fresh fruits and vegetables.
In recent years, the US Mission has frequently "crossed the border". Since last year, Meituan's grocery shopping business has been stationed in first-tier cities such as Beishang Shenzhen; The food collections purchased by Meituan are concentrated in quasi-first-tier or second-tier cities such as Wuhan, Chengdu and Nanjing. Recently, Meituan once again announced the adjustment of organizational structure, established the "Optimization Division", launched the "Meituan Optimization" business, and officially entered the track of community group buying. The emergence of meituan optimization has filled the gap in the sinking market.
It is not difficult to see from the new business layout of Meituan that shopping and optimization will become a focus of local life. In addition, the explosive growth of grocery shopping business in the first half of the year also made Meituan taste the sweetness of same-city retail. Repeated actions are widely believed that same-city retail will become its key business this year. The expansion of Meituan's grocery shopping, Meituan's bus service and Meituan's flash shopping really includes one-stop service for eating, drinking and having fun. In less than 10 years, Meituan has developed from a group buying website into a huge local life service platform integrating take-away, group buying, ticketing, hotels, online car rental, cycling, finance and even food shopping.
Obviously, if you want to do a good job in new retail, a perfect distribution system and comprehensive categories are the core of distribution services. Whether the delivery is timely and the product category is comprehensive directly affects the consumer experience and is the core competitiveness. From this point of view, whether it is Ali's "hour-to-hour", JD.COM. Whether it is COM's "1 hour life circle" or Meituan's "optimization", everyone shows their magic in this "city war".
Some people even say that Alibaba, JD.COM and the US Mission will stage the "Three Kingdoms Kill" in the same city. In addition to broadening the boundaries of "distribution categories" and preventing quality control, major platforms will also be in a situation of chasing after each other in logistics and distribution for a long time. Like JD. COM's self-operated model and the "new infrastructure" advantages demonstrated by natural selection have indeed become the direction for Ali to learn and imitate; Hungry? The Distribution Standards Group announced the independence of its instant logistics platform Hummingbird brand on June 5th, and upgraded the brand name to "Hummingbird Matching". On July 10, if you are hungry, upgrade from a food and beverage delivery platform to a life service platform that solves all the immediate needs of users; JD.COM App launched the label "Speed Matching in the Same City" on the product search page. In June this year, Ali announced that Taobao launched the "hour" business in 16 cities nationwide. ...
In addition, Gome APP launched the instant delivery service "pop-up shop Delivery" on July 13; In June, following Didi and Hello, Cao Cao also did the same city distribution business from the network car. From "sumptuous food" to SF Express in the same city, SF Express lit up the blind spot of night delivery service in the past. ...
Retail in the same city has become the general trend, and logistics is a crucial card for the layout of new retail, and it is also a turning point for the platform to seize the local life service field. In the future, retail in the same city is full of various possibilities, which is a contest of the comprehensive strength of various platforms and an opportunity for a new round of reshuffle in the market.