Pinduoduo entered the same city retail track, and Pinduoduo began to recruit merchants with 24-hour delivery capacity, mainly fruits. Pinduoduo's 24-hour delivery service in the same city can be regarded as "catching a late gathering". Pinduoduo entered the same city retail track.
Pinduoduo entered the same city retail track 1 The express delivery was slow, and it was instantly on fire.
Under the epidemic environment, logistics congestion has become an inevitable event, and the e-commerce market closely related to it is naturally not immune. However, things are always accompanied by two sides. When the traditional e-commerce market was hit, it gave birth to a new format of instant retailing.
As a slogan in the past two years, instant retailing has attracted Internet giants to raise prices. After Ali, Meituan and JD.COM, the Red Sea of Instant Retail has ushered in a powerful sharer-Pinduoduo.
According to media reports, Pinduoduo began to recruit merchants with 24-hour delivery capacity, mainly fruits. At the same time, merchants of flowers, low-temperature milk and cakes can also apply for matching in the same city in Pinduoduo, and the platform will label drainage.
Pinduoduo's efforts in the same city also show the huge potential market space in the instant retail environment.
As the end of the new retail format-e-commerce, logistics has always been the basis for the survival of e-commerce in the retail market, but with the repeated epidemic, logistics has become the biggest problem facing e-commerce now.
Affected by unstable factors such as the epidemic, express outlets in several cities are paralyzed. According to the information released by CCTV, more than 2,000 express outlets across the country were forced to stop sending express mail (some outlets were stopped by the media and bloggers more often), and most of these outlets were concentrated in areas with epidemic risk.
The unsmooth logistics has led to a sharp drop in the business volume of many e-commerce businesses, and the entire e-commerce industry has fallen into a stagnant crisis.
Traditional e-commerce merchants have difficulties in trading because of limited logistics, but the demand of consumers has not been reduced because of the epidemic. On the contrary, they rely more on online shopping because of the closure of offline supermarkets. In this case, new retail formats are forced to appear to meet the needs of consumers.
As a result, the real-time retail format has mushroomed and become the most concerned retail market by merchants and consumers.
In response to this new trend, the giants have increased instant retailing one after another. After two years of fierce fighting, the instant retail market has now formed a tripartite confrontation among Meituan, Ali and JD.COM.
Compared with the perfect layout of Meituan, Ali and JD.COM in the instant retail business, it is inevitable that Pinduoduo will be a little late to make efforts to urbanize at this time, and the difficulties it will face will increase.
Giants follow the trend and increase retail sales.
First of all, Meituan has made great achievements in the instant retail business. It is understood that in September last year, the number of towns covered by Meituan Flash Shopping reached 2,800, the number of fresh stores in cooperative communities exceeded 1.5 million, the number of vegetable markets exceeded 30,000, and the number of chain stores exceeded 1.5+.
At the same time, the order volume of Meituan Flash Purchase has also increased rapidly. According to the statistics of 36Kr, in the third quarter of 2002/kloc-0, the daily order volume of Meituan's flash purchase has stabilized at an average of 4 million orders, among which the orders for traditional Chinese medicine exceeded 1 10,000 orders, and the orders for Chinese Valentine's Day reached a peak of 6.5 million.
In the conference call of Meituan 20021Financial Report, CFO Chen Shaohui even predicted that the size of Meituan's flash purchase order would exceed 1000 million in the future.
In addition to the flash purchase of Meituan, Meituan's grocery shopping is also expanding rapidly. According to related news, in the third quarter of 20021,the number of pre-warehouses for food purchase of Meituan reached more than 400, the area of single warehouse was expanded to 800 square meters, and the category was also increased from 1500+ to 4000+, and the delivery time was guaranteed to be about half an hour as far as possible.
Because Meituan's takeaway business has cultivated a perfect and mature instant delivery system, it has natural advantages in instant retail. Relying on a strong traffic portal and distribution system and mature user habits, Meituan has formed a complete business matrix in instant retailing.
As the big brother of the traditional e-commerce market, Ali focuses on the retail battlefield in the same city, and builds a retail circle in the same city with a two-pronged approach of box horse and Amoy Fresh, plus its Tmall supermarket.
Box Horse takes the local retail format as the basic disk, and carries out store-to-home business. With Box Horse Fresh Life as the main store, we provide consumers with high-quality goods and service experience through online and offline integration.
Taoxianda, an instant retail e-commerce platform positioned as "supermarket goods arrive in hours", takes fresh supermarket goods as the core, breaks the traditional instant delivery mode, provides customers with hourly delivery, half-day delivery, next-day delivery and other services, and can choose to go home or go to the store to fulfill the contract, expanding the coverage of consumer groups.
Besides Meituan and Ali, JD.COM also uses Dada to lay out instant retailing. In 2020, JD.COM came home and ranked first in the super O2O platform of local retailers in China with a market share of 25%.
It is understood that on 202 1,1and 12, JD.COM joined forces with Dada Group to launch Hourly Shopping as a unified brand of instant retail business for consumers of JD.COM Group.
From the product level, when shopping in JD.COM, consumers can choose the products purchased by the hour according to their own positioning, which will be delivered by the stores 3-5km around the user's POI and delivered to consumers within 1 hour.
In terms of business, JD.COM Hours Shopping has further linked more commodity categories on the basis of accessing merchants in JD.COM, and the delivery performance is borne by Dada Express.
According to related news, in 2002110, JD.COM Hour Shopping has been connected to more than 1000000 full-category physical retail stores.
In addition to the real-time retail of these head enterprises, there are also enterprises similar to Dingdong and Pupu in the central region.
The competition in the instant retail market is intensifying. There are still too many possibilities in this field, and there is still a lot of room in this market, which means that more participants will join the tug-of-war.
As competition intensifies, who is in charge of ups and downs?
Relevant research shows that instant retailing, especially in the field of O2O supermarkets, will achieve a compound annual growth rate (CAGR) of 69.8% from 20/KLOC-0 to 9/2023. The real-time retail market in China is expected to reach nearly 900 billion by 2024.
The Red Sea market, which is close to one trillion yuan, is coveted by anyone. At this time, many products are overweight because of their future market space.
However, judging from the current situation of Ali, Meituan and JD.COM, it is difficult for Pinduoduo to break through the tight encirclement only by the advantages of its traffic pool, and real-time delivery is also a big problem.
At present, JD.COM and Dada have joined forces to continue to exert their strength in the instant retail business; Meituan's flash purchase is even more ambitious, and it plans to win a share of 400 billion in the next five years; Ali is constantly carrying out model innovation, business financing and market expansion, and increasing the efforts of instant retail business to cover the sinking market.
Faced with such a strong competitor, we might as well expect whether Pinduoduo can reproduce the grand occasion of its rapid rise in the e-commerce market five years ago and create a miracle of catching up with others. After all, there are too many stories to tell in the instant retail market.
Pinduoduo's entry into the same city's retail track has turned into the Red Sea, and Pinduoduo also wants a piece of the action.
Recently, beijing business today reporter found today that Pinduoduo began to recruit merchants with 24-hour delivery capacity in the north, Guangzhou and Shenzhen, mainly fruits. At the same time, merchants of flowers, low-temperature milk and cakes can also apply for matching in the same city in Pinduoduo, and the platform will label drainage.
Compared with Tmall JD.COM and other platforms, Pinduoduo's 24-hour matching service in the same city can be regarded as "catching a late episode". Some merchants are already worried that for Pinduoduo, the delivery cost caused by instant delivery will scare away users.
"Pinduoduo City Matching" Investment Promotion
Merchant: Distribution may be more expensive than goods.
A screenshot of investment promotion about "more goods and more cities" is circulated in the industry. The content shows that Pinduoduo is recruiting fruit merchants with 24-hour delivery ability in the same city, such as fruit chain stores, pre-warehouses, stall wholesalers and so on. The key test city is Beishangguangshen.
At the same time, Pinduoduo also mentioned that the delivery time limit will be relaxed to 48 hours because the project is in the preliminary trial operation stage.
What's more, a third-party big data analysis software serving Pinduoduo merchants recently announced that merchants in industries such as gifts, flowers, low-temperature milk and customized cakes can set up the same city distribution in Pinduoduo. After this function is enabled, the goods will be labeled as "24-hour delivery" and get traffic support. At present, only businesses that can deliver goods 24 hours a day are supported.
One of the above-mentioned software staff explained: "The same city distribution is the spontaneous distribution of merchants, similar to the door-to-door delivery of SF Express in the same city. Merchants can use background tools to write off orders. "
Beijing business today reporters found that some categories with high immediate demand, such as flowers, can already provide services in the same city when browsing Pinduoduo pages randomly. A florist with a lot of goods said, for example, flowers placed around 7 pm can be delivered to the designated place the next morning. However, the reporter also noticed that after users searched for the word "flowers in the same city", the platform did not classify and label such aging products, highlighting the aging impression.
As for the reasons for expanding the scope of urban distribution services, as of press time, the relevant person in charge of Pinduoduo did not respond to the reporter of beijing business today Today.
However, some merchants questioned this function for some time after it went online. A merchant in Pinduoduo said that because the unit price of the goods sold in the store is low, if we cooperate with logistics in the same city, the distribution cost may be higher than the price of the goods, but it will scare away users.
Another clothing merchant believes that the platform may launch this function at this time to cope with the impact of the current epidemic. "Due to the suspension of express delivery in many places and the off-season of the industry, the order volume of stores has dropped significantly, and the profitability of the platform will also be affected."
Users are very sensitive to price.
If I catch up with the party, can I have a piece of the action?
In any case, under the background that Taobao and rookie vigorously promote door-to-door service, and Tik Tok and Aauto Quicker join hands with SF Express to make efforts in local life, Pinduoduo, which is famous for its cheapness, has to worry about its performance limitations and services.
On the eve of "Double 1 1" last year, JD.COM joined hands with Dada Group to create a "time purchase" business; Ali provides Taobao package door-to-door subsidies for rookie station owners; Tik Tok is also trying to deliver the goods to your door: It is understood that in June this year, 5438+ 10, Zhongtong, Tong Yuan and Dayun have been connected to Tik Tok's Yinzunda. When the courier company fails to perform the service as promised, and there is a complaint, the courier company will pay compensation to the merchant.
In contrast, terminal performance is still Pinduoduo's weakness. In fact, Pinduoduo is also trying to improve the logistics service of the platform. 202 1 10 After SF Express and China Post, Dayun has also become a logistics service provider for door-to-door returns in Pinduoduo.
In addition, two months ago, a promotional picture of buying more vegetables as a collection point business also made the express delivery industry explode for a while. In order to lay out the layout in the end, buy more vegetables and attract existing webmasters with 3000 yuan subsidies and parcel subsidies. However, because the express delivery business license was not obtained, the express delivery collection business was stopped by Xiamen Postal Administration.
"Buying more food and trying to collect it by express delivery is a microcosm of Pinduoduo's thinking about improving the end service." A senior courier told beijing business today reporter.
Hu Chuncai, a retail expert, believes that a small price difference will lead to great fluctuations in sales on e-commerce platforms. Pinduoduo is mostly price-sensitive users, and its urban distribution service needs to be built around the characteristics of customer groups.
E-commerce analyst Lu said. With the arrival of COM, Meituan and Hungry have done a relatively complete job in the field of instant retailing. At this time, Pinduoduo's efforts in the same city are like catching up with a late party, and it will be more difficult to integrate business resources. Therefore, its main advantage in expanding this business is the traffic of the main station.
Pinduoduo entered the same city retail track, and the same city retail market welcomed new players. Pinduoduo is taking fruits as a breakthrough to lay out retail in the same city.
According to beijing business today Today, a screenshot of investment promotion circulating in the industry shows that Pinduo is recruiting fruit merchants with 24-hour delivery ability in the same city, such as fruit chain stores, pre-warehouses, stall wholesalers and so on. The key test cities are Beijing, Shanghai, Guangzhou and Shenzhen. At the same time, as the project is in the preliminary 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 "same city distribution". Merchants who have the ability to deliver gifts and flowers, low-temperature milk, customized cakes and other industries can set up self-delivery in the same city on the platform to support their own riders and distributors to deliver themselves 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 get official traffic blessing.
However, perhaps in the testing stage, the exclusive label of "24-hour delivery" has not been integrated and displayed, and 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 the logistics in many places. Judging from the capacity of business organizations, one of the purposes of Pinduoduo's move is to help businesses expand local orders. While testing water in megacities and offering 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 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.