The rookie station and Pinduoduo will open the end of the express war.

The rookie station and Pinduoduo will open the end of the express war.

Rookie stations and grocery shopping may fight at the end of the courier. Pinduoduo's attempt to pry open the terminal business of express delivery with high subsidies quickly aroused the vigilance of rookie post stations. The rookie station and the buy more will open the end of the express war.

The rookie station and Duoduo Gourmet will start the express terminal war 1, and a promotional picture of Duoduo Gourmet as a collection point business will make the express delivery industry explode for a while. Recently, beijing business today reporter learned today that at present, the community group with many products is in trial operation. According to several station bosses, the business system can not only store fresh food, but also send and receive express delivery. Almost at the same time, the rookie station immediately issued an ultimatum prohibiting it from buying more food orders in the warehouse, otherwise it would be permanently retired. Under the tight platform, insiders still care about business, that is, whether the project will make money or not. What's Pinduoduo doing?

The average daily allowance without remuneration needs to exceed 50.

When the new intention is to target a market, price has become an important means of attack for Internet companies without exception. Through the screenshots provided by some express delivery practitioners, beijing business today reporter learned that if express outlets or post stations choose to join the buy more food collection point, they need to pay a deposit of 1 1,000 yuan, and they can get 3,000 yuan subsidy and parcel subsidy, as well as free SMS and intelligent voice notification. At present, the Buy More has reached cooperation with many express delivery companies, such as Zhongtong, Dayun, Tong Yuan and Polar Rabbit.

Regarding the publicity picture information widely circulated in the industry, the relevant person in charge of Pinduoduo responded to the beijing business today reporter today, saying that "buying more vegetables is indeed a trial operation of the collection point business".

However, today's reporter in beijing business today noticed that just like Pinduoduo's logic of "cutting a knife", after the cooperation, he did not get a subsidy of 3,000 yuan immediately, but within three months, he needed/kloc-0.000 yuan per month, and he needed more than 50 orders per day. There are also certain requirements for parcel subsidies. The platform divides the reward amount by stages according to the number of waybills. The more orders, the more rewards. For example, if the single-day outbound waybill reaches 50, the subsidy will be 15 yuan. If it reaches 800 orders, it will win the 500 yuan Prize. In terms of service subsidies, the period of free notice to pick up the car is two years, while the period of free notice for intelligent voice is three months.

It is worth mentioning that according to the system interface of the mobile phone terminal of the buy more food collection service provided by the big brothers, the collection point can not only collect the fresh instant orders of the platform, further expand the scope of fresh self-collection, but also send and receive express delivery, which can be described as "Xiang Zhuang's sword is intended to be fair".

"It is very similar to the system function of the rookie station." A cooperative courier station owner told today's beijing business today reporter that more grocery buyers pay more attention to contacting courier stations and outlets for publicity than smaller supermarkets.

The rookie who was dug into the wall warned that it was illegal to retreat.

Pinduoduo's attempt to pry open the end of express delivery with high subsidies quickly aroused the vigilance of his peers.

A shopkeeper of Henan Rookie Station revealed to the beijing business today reporter that recently, after many staff members who bought vegetables came to the store for publicity, he logged into the shopkeeper system of Rookie Station the next day and a video learning interface popped up, which must be watched before logging into the system. The video mentioned that if you buy more food in the station, you will be permanently retired after being discovered, and the station owner is not allowed to join the rookie station again. "Considering the consequences, I will wait and see." He said.

Beijing business today reporter found today that in addition to buying more vegetables, the third-party terminal brands that rookie stations should be wary of include the terminal brands of express delivery companies such as Tuxi, Mama Station and Dayun Supermarket, as well as the minority collection brands such as Panda Aauto Quicker and Kuaibao.

In fact, post stations and express delivery can be described as tip-to-tip services, both of which provide express delivery services at the end, and the modes are very similar. Franchisees bear the costs of rent, security deposit, manpower and material resources, while enterprises provide services such as training, materials and system technology, and charge various fees such as dispatching technical service fees, intelligent voice fees and contracted regional dispatching fees.

In contrast, terminal brands such as rookie station and mom station have traffic support, systematic operation and high user awareness. In order to squeeze into the market, minority collection brands usually take low threshold, lower fines and free docking of various sideline products as gimmicks to attract customers to access the system. Moreover, due to the light mode and loose site conditions, small supermarkets, tobacco hotels, etc. You can also use it. For example, at present, the number of terminal stores of Panda Express has reached 30,000, while the number of stores of SF Express has exceeded 65,438+10,000.

Therefore, once the terminal stores with other express delivery functions enter, the traffic share of existing brands such as rookie station will be divided to a certain extent. Whether the Honeycomb Box collects overtime deposit, the rookie station emphasizes free deposit, or enterprises such as Zhongtong and Tong Yuan do terminal stations, the ultimate goal of various operations is to circle the traffic and earn money into their own hands.

Need to find a profit model for screening target stations.

Express operators who watched the giants enter the market are also planning to make money. Faced with Pinduoduo's massive subsidies and traffic temptation, as well as the increasing miscellaneous fees of other postal brands, it really shook the morale of the bosses in a short time. Some bosses with a large daily average are considering allocating a part of the storage for the buy more food, and accessing the rookie and buy more food systems at the same time, but they will face the risk of being banned. Others turned to cooperate with Pinduoduo, hoping to improve the quantity of fresh food and express delivery. More bosses are watching.

"There is no essential difference between which platform to make. The main source of income of the post office is receiving goods. It is the most important thing to negotiate with the outlet of the courier company to let the courier put the parcel in the store. The location of the store and the price charged are all means that the webmaster can discuss. " A former postman told the reporter of beijing business today Today about his experience: For example, the cost of collecting express outlets by Beijing Post Station is about 1 yuan/ticket, so if the post station can accept 0.9 yuan/ticket, it will also attract couriers to throw parcels into the store.

The above-mentioned boss told beijing business today Today reporter that it is not easy to open a new post station now, and it is difficult to find people. If there is a shortage of staff, the skyrocketing package will bring a lot of complaints. According to experience, the monthly fine of a normal post station ranges from several thousand yuan, and it is inevitable. Industry profits are not as good as before. At present, many stations in Beijing are changing hands.

It can be seen that Pinduoduo's access to existing and mature express outlets or post stations can greatly reduce the entry cost, and it is also possible to observe and select which express post stations are relatively stable according to the stepped incentive measures, which has the possibility of long-term cooperation.

Zhao Xiaomin, an expert in express logistics and CEO of Guanshuo Capital, believes that Pinduoduo is under great pressure in terms of customer growth and market position, and there is no big breakthrough in customer experience. In the past, the strategy of the terminal link was not clear, but now it is more difficult to build its own logistics, and there are many uncertainties in doing the terminal in person. Therefore, relying on the existing resources in the market and providing services around the platform will eventually become a long-term cooperation, which is the main way for Pinduoduo to play.

Xu Yong, a courier professional, said that Pinduoduo, as a courier collection point, can effectively fill the platform's return and exchange services, including home delivery. Its core purpose is to increase the trading volume of the platform by improving the customer experience. But as far as terminal profits are concerned, subsidies will end sooner or later. Pinduoduo is dominated by low-end parts, with limited profit margin, and users are more sensitive to price. The platform needs to find a sustainable profit model and form a synergistic effect with the courier company, otherwise the terminal operator will quit soon.

Cainiao Post and Buy More Vegetables will start the Express Terminal War 2. Just after the Spring Festival, Pinduoduo's Buy More Vegetables made a big move, distributing "hero stickers" in several cities, and announced that it would formally enter the express collection business. To put it simply, in addition to receiving goods and tally, the collection points that buy more food can also work part-time as "express delivery stations" to collect and send express delivery and increase income.

It is reported that at present, Pinduoduo has achieved docking with express delivery companies such as "Three Links and One Reach", "Extreme Rabbit" and "Postal Service", and opened up the express delivery signing link. In addition, the first batch of people who have settled in multi-store grain collection points will also enjoy preferential subsidy policies provided by the government, including 3,000 yuan settlement subsidy, the maximum daily 500 yuan for parcels, free SMS and intelligent voice notification, PDA and printer delivery upon arrival, etc.

The rookie station quickly counterattacked and warned that it was illegal to quit the station.

Pinduoduo tried to pry open the terminal business of express delivery with high subsidies, which quickly aroused the vigilance of rookie post stations. A rookie station owner in Henan recently received the promotion of a bunch of grocers, and the next day he logged into the rookie station system and received a video learning request.

The video content includes that it is not allowed to buy more food at the storage station, and it will be retired permanently after being discovered, and the webmaster is not allowed to join the rookie station again. Because of this strict rule, the boss finally chose to wait and see for the time being.

Trying to get through Pinduoduo's own terminal network.

Pinduoduo's traffic dividend has already peaked. This way of playing is to further broaden the traffic acquisition channels through the combination of community e-commerce and express collection business, and help Pinduoduo and the grocery business achieve new breakthroughs.

More importantly, through this move, Pinduoduo will be able to set up its own express terminal, and at the same time, it will open up the reverse logistics of returning goods, increase the income of agents (heads) and increase its own stickiness. This action will have multiple purposes.

At present, among the major e-commerce platforms, Ali has a rookie, JD.COM has Jingdong Logistics, Suning has Suning Logistics, and Byte can build its own logistics. ......

To a certain extent, what Pinduoduo lacks is the back-end supporting services to undertake the front-end sales ability. Although Pinduo has found a stable and powerful partner, it still needs to establish a network similar to the post office to strengthen the weakness of the back end, otherwise the service quality will always be in the hands of others.

The national audience has seen the scenery of JD.COM at this year's Spring Festival Gala. Why can JD.COM gain a foothold in the fierce battle? This is inseparable from its powerful "commodity supply chain+logistics supply chain" to build a set of supply chain infrastructure. For a platform, the core competence is not only the ability to sell goods and supply, but also the service capability of a platform.

In the whole logistics transportation network, the express station is the "last mile" and an important node to deal with consumers. Buying more food and collecting it by express delivery is not so much to pave the way for community group buying and buying food, but rather to make a breakthrough in the back end through the post office, thus consolidating the whole ecology.

Opportunity or risk? You need to be cautious when you have more products.

The business of buying more vegetables was launched in mid-2020, and it grew very rapidly. On the conference call in May last year, Chen Lei, Chairman and CEO of Pinduoduo, said that the retail market in China still has great potential, and vegetables in Pinduoduo are still in the initial stage of providing consumers with a brand-new shopping experience. With the improvement of service level and consumer experience, the market scale will be further expanded.

In the last mile of express delivery, community e-commerce has its own natural traffic advantage. However, if you want to buy more food, you want to attract delivery points through attractive subsidies. As an effective way, subsidy is not efficient. Will this short-term effective play lead to the risk of price war? On the whole, I think Pinduoduo will proceed cautiously in the storm of anti-monopoly and strong supervision last year.

Rookie post and grocery shopping will begin the end of express delivery. Recently, after the holiday, the rookie station issued the "Spring Festival Resumption Reminder" to "remind" the entire express delivery industry. This "reminder", hailed as an "ultimatum" by many people in the industry, points out that according to the relevant provisions of the cooperation agreement of rookie station, it is a breach of contract to use the third-party receiving system for warehousing. Once found, the rookie has the right to terminate the cooperation with the post office, and the account associated with the same cooperative entity may not be stationed in the rookie post office again within one year.

The "third-party receiving system" in "ban" in this paper refers to the community group buying and eating in Pinduoduo. Not long ago, I bought more vegetables and upgraded the software of the head office. In view of the long-standing pain points in the express delivery market, such as mandatory interception of information such as pick-up codes and consumers' mandatory use of specific apps to send back information, I have provided a brand-new express delivery technology solution. This scheme does not intercept the pick-up code, does not entrust the collection point, and has no terminal brand. All information is returned to the courier company.

Some consumers told reporters, "In the past, when you bought more food and goods and picked them up at the collection point, you often couldn't find the pick-up code from Pinduoduo APP and express delivery information, so you need to log in to other specific APP to scan the code to pick up the goods. The iterative purchase of more food for the' last mile' service will help to further enhance the online shopping experience of users. "

But why did this "optimization" trigger such a fierce reaction in the rookie station?

Picking a code is a big deal?

For many "migrant workers", most of the goods purchased online on weekdays are stored by couriers in courier stations or smart courier cabinets, and they will pick up items with pick-up codes after work.

It is worth noting that at present, neither the collection point nor the courier company has the right to know the pickup code. Only the rookie background server has the right to develop, save and query the pick-up code.

"After we put the courier at the collection point, consumers sometimes call to' complain' that they have not received the pick-up code and cannot pick it up. In this case, because it is impossible to prove that the express mail has been delivered successfully, we have become a' back pot person'. " A courier brother in charge of express delivery business in Zhoujiadu Community, Pudong New Area, Shanghai said.

And sometimes, with the "pickup code", you may not get a piece. Some netizens posted that there was a situation of "compulsory code scanning and picking up" at the local express station, and "the staff did not recognize the picking up code at all".

The code information is intercepted, and the consumer is forced to use a specific application to return the information. This is actually a big game of traffic. Using "scan code to pick up a piece", every time a user picks up a checked package, it can be converted into an effective click. According to the statistics of the State Post Bureau, from June 5438 to May last year, the total number of parcels in China reached 235 million. Although it is impossible to count the proportion of express delivery temporarily stored at the collection point, it is certain that it will be a huge traffic pool to collect these clicks into one entrance.

The continuous influx of traffic makes it possible to realize cash. This also explains why users often receive various pop-ups or page advertisements after scanning the code to get the pieces.

The business of "taking code" is not only related to e-commerce users, but also to the neck of the collection point. At present, the rookie has to draw a certain percentage of commission from the courier collection point, which is calculated according to the bill, that is, according to the number of "pick-up codes" every day. Once these courier collection points undertake the business of other "third-party collection systems", the commission income of rookie will be directly affected.

Expert: It is suspected of unfair competition to ask the collection point to "choose one from two".

For a long time, there have been problems in the express delivery market, such as information such as pick-up code being forcibly intercepted, being forced to collect commissions, and consumers being forced to use specific apps to send back information. The pain points of these industries need to be solved urgently. Pinduoduo gave his own consideration from the perspective of optimizing the platform consumption experience.

As for the collection points, they are often self-employed, with low income, poor ability to resist risks and difficulties in survival. Taking one more business will give them more income and hope.

In the eyes of the industry, under various pressures, the upgrade of Pinduoduo's express delivery scheme is a big plus for the collection point. They are essentially a small community service center, and they also run other businesses, such as laundries, fruit shops and small supermarkets. These practices have not been banned, but the collection of many products is banned, with a strong targeted "alternative" color.

In fact, these centralized purchasing points can take advantage of their existing advantages and enhance their negotiation ability after accessing a number of upstream enterprises. The more companies connected to the collection point, the more choices they have, and the stronger their bargaining power. This can not only increase their income, but also improve the competitive structure and promote the long-term development of the industry.

The law has never prohibited a courier station or business outlet from cooperating with multiple platform enterprises at the same time. Who to cooperate with and in what form is the free choice of the post station in a mature market. In the face of competition, platform enterprises should hand over the choice to express stations and win the choice of stations and yards through service innovation, mode change, efficiency improvement and revenue empowerment.