Marketing: Model Exploration: e-commerce wins the last mile

Core tip: in recent years, with the rapid development of e-commerce, the logistics express industry has also been an unprecedented opportunity There are e-commerce enterprises building their own logistics channels, and there are also logistics enterprises involved in e-commerce Two enterprises that were originally in different links of the ecological chain are all developing opportunities in the Internet wave However, according to authoritative data, China's logistics cost accounts for nearly 20% of GDP, double that of western developed countries Because of the complexity of logistics links and the high transportation cost of "last kilometer", various problems have obviously hindered the development of e-commerce enterprises Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: in recent years, with the rapid development of e-commerce, the logistics express industry also has an unprecedented opportunity There are e-commerce enterprises to build their own logistics channels, and there are also logistics enterprises involved in e-commerce Two enterprises that were originally in different links of the ecological chain are all developing opportunities in the wave of Internet However, according to authoritative data, China's logistics cost accounts for nearly 20% of GDP, double that of western developed countries Logistics links are complicated, and the "last kilometer" transportation cost is too high, all kinds of problems have obviously become obstacles to the development of e-commerce enterprises For e-commerce enterprises, on the one hand, they hope to attract consumers through lower prices, and keep loyal customers by continuous promotion, "free freight, cash coupon, buy give" and other gimmicks emerge in endlessly; on the other hand, they hope to Improve service level in logistics and distribution, and enhance customer experience through fast, accurate and humanized delivery, return and exchange process Therefore, how to optimize the "last kilometer" mode while the logistics enterprises strive to control the cost is an important core competitiveness of e-commerce enterprises in the future The importance of "last kilometer" the logistics service of "last kilometer" is actually the "terminal" of e-commerce enterprises These tentacles penetrate into millions of ordinary people's homes through a huge physical logistics network The importance of this "network" is reflected in three aspects: first, it is the most intuitive "corporate image" brought to consumers by e-commerce enterprises In a sense, the deliveryman is the representative of the enterprise, whose words and deeds determine consumers' impression and reputation of the enterprise, regardless of the deliveryman Logistics companies or third-party organizations, consumers must remember the e-commerce enterprises But at present, the quality of most of the delivery staff is uneven, and there is no bright spot of innovation in the service Secondly, this network will be a highly efficient "channel" for e-commerce enterprises in the future This is reflected in the efficiency and cost advantages of distribution It is not necessarily a logistics company, nor does the delivery method rely on the deliveryman to deliver goods to the door "Fixed point self delivery" or "intensive delivery" will not only ensure the quality of service, but also reduce the cost of distribution For example, JD has begun to launch similar programs such as "Metro self delivery point, community container, campus business hall", and may also cooperate with third-party organizations such as convenience stores in the future, which are all based on whether the input-output can get high efficiency Finally, the "last kilometer" service is an important channel for statistics of e-commerce enterprises Through the statistics and analysis of the delivery information, we can do a good job in the expected management of the purchase, promotion, return and exchange links, so as to optimize the operation process of the whole supply chain For example, the online shoe company Zappos, with the help of the logistics partner UPS, analyzes and forecasts the future sales volume and return volume through its management software, which makes Zappos in the whole "human, financial and material" chain There can be forward-looking decisions Challenges of building logistics network Under the leadership of e-commerce enterprises, logistics companies, third party organizations and other enterprises related to the industrial chain are trying to change, but building this network is facing a variety of problems The premise is to ensure the service quality of terminal logistics, and the purpose is to maximize the reduction of logistics costs Therefore, in terms of benefit distribution and model innovation, a new course is proposed for e-commerce enterprises There are three challenges: 1 Investment pressure in the early stage Whether it's the "self delivery counter" of Jingdong Mall or the "College Service Station" of tmall, its investment is very huge Although the self delivery point and service station don't need much luxury venue and decoration, they need enough quantity and complete infrastructure, and in addition, they also have unpredictable marketing and promotion costs 2 Profit distribution mechanism of cooperation Whether it is tmall's "Ali small post office" or cooperation with a third-party organization, or cooperation with social resources such as chain convenience stores, the benefit distribution mechanism is the key lubricant The income of logistics and distribution is pitiful in the beginning, and a part of it should be distributed to the partners If the promotion is too fierce, it even has to be pasted backwards, which not only increases the operating cost, but also makes the deliveryman lose The opportunity of "return parts" was won, and the logistics company could not raise the interest of cooperation 3 How to integrate and manage resources efficiently In the existing consumer's thinking, the logistics behavior of e-commerce enterprises is not only about whether they can "deliver goods to your home", but also look forward to more human-oriented services, such as online shopping for a garment, whether businesses can send 2-3 sizes to try on; online shopping for a new shampoo or cosmetics, whether they can give trial clothes, and determine the order after a week of trial The success of any new model must be based on the needs of users If e-commerce enterprises just want to improve the distribution efficiency and reduce the logistics cost without considering the customer experience, then any resources will be wasted or even harmful How to rely on the "last kilometer" to find the blue ocean so what can be done in the last kilometer in the e-commerce industry with such fierce competition and serious homogenization of goods? The answer is eight words: Service Innovation and network building This is a strategic plan with sequence The logistics network of e-commerce enterprises must be built based on service innovation Its importance lies in not building the network for delivery, but what the network can bring to consumers First, "timeliness" is an important measure of logistics network Its performance has two aspects: on the one hand, the picking process before shipment, on the other hand, the "last kilometer" facing consumers directly The former is exemplified by Amazon, which has invested 9.5% of its sales in logistics and distribution centers, and spent $775 million on warehouse machines Kiva systems, a human resources company, aims at the speed and accuracy of order processing It is also unique that Jingdong Mall is willing to invest in this aspect The capacity of the 25 storage centers currently built in Jingdong exceeds 1.2 million units per day, and there are more than 850 distribution stations and 300 self extracting points in 360 core cities These are the "last mile" sharp tools It is obvious that in the face of customer needs such as return and exchange of goods, complaints and consultation, the faster the response, the higher the satisfaction Secondly, meet the personalized needs In fact, it is to eliminate the worry of consumers in online shopping to the greatest extent For example, when I sign in the express mail, what can I do if I find the order is wrong or I don't like it after opening the envelope? Can I open the box on site for trial? In the same order, can I return some of the unnecessary ones instead of returning the whole order? It's not convenient for me to work in the daytime Can I deliver goods at night or make an appointment for delivery time? Can you answer my other inquiries? The so-called individualized demand is to satisfy customers beyond the routine, making them feel that they have been given special "care", and brand reputation and loyalty can follow Thirdly, "interactivity" is the key to brand advantage For example, Zappos encourages customer service personnel to "chat" with customers In addition to getting closer, it is more important to understand customers' preferences and explore customers' needs If Zappos doesn't have a favorite style, customer service personnel will even help to find it in other companies Zappos employees will also encourage customers to choose two sizes for each shoe to ensure that one is appropriate, although these measures increase refund The volume of goods increases the additional operating cost, but it makes customers no longer hesitate to place an order, indirectly increasing the sales volume and positive word-of-mouth Another example is that private express giant Shunfeng recently launched the activity of "meet Christmas beauty" As long as you place an order or participate in microblog sharing, you can get the gift of "Christmas beauty" With the advantage of its logistics background, Shunfeng is striving to build its preferred shopping mall into "the bottom of the ocean of e-commerce" There is no doubt that this way, as long as it does not break away from customer demand, can really A surprise is a valuable innovation Based on the above three considerations, the "last mile" of e-commerce enterprises needs more functions besides "delivery", and these soft factors are the key to truly create customer value, such as self delivery point will be equipped with different sizes for trial wear; the service personnel who deliver goods to the door have stronger communication ability and product professional ability, and can introduce product use skills or maintenance heart The delivery site can be used for lottery, microblog interaction, satisfaction survey and other award-winning activities These attempts are the focus of the decisive battle in the future At present, all kinds of domestic e-commerce enterprises' attempts in the "last kilometer" are still in the exploratory state, and have not formed a mature model and the role of higher added value The starting point of the exploration of various paths is to integrate resources, reduce costs, efficient services, customer experience, brand reputation There will inevitably be many potential problems and difficulties in the implementation, and it is difficult to say which way is really suitable for the market, but the pioneers who dare to try are bound to gain competitive advantage Key words: paint marketing e-commerce plant, roof painting thermal insulation coating, put an end to hot steamer exclusive interview with Jiangsu Deyi company Shenyang Exhibition director similar information How to do a good job in marketing Jade paint enterprises, content is king? • the younger consumption of jade paint market is an inevitable trend Jade paint marketing: wechat marketing of jade paint enterprises is the most important one for consumers How do dealers think of this year's "double 11"? What are the new ways to play in the "blue ocean" campaign of coating e-commerce or in the "breaking" campaign of "double 11" household e-commerce? • is the life of paint dealers forced to persist or to leave? How to build the development and distribution channels for paint agents? How do Chinese paint companies and paint agents face many problems? How does Master Ali "activate" the art paint market in a short time? Paint home is focused on news and coating of coating, diatom mud, paint coating, coating technology, fire-resistant coating materials, diatom mud, paint coating, coating technology, Decoration knowledge and effect drawing of fireproof coating,