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打通市场毛细血管:苏宁物流的末端战争

老葡京

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在互联网的下半年,渠道下沉已成为零售巨头认可的新增长点。今年,618电子商务推广,重点也在于下沉渠道的竞争,主要包括两个方面,一个是从地区下沉到四五线甚至五四线镇的乡镇;其次,从服务的深度,下沉到社区,单位建设甚至住房更贴近用户。

在这场“结束战争”中,生死存亡的决定是连接乡镇和社区的“毛细管”物流。

6月18日上午8点23分,山东省济宁市鄞州区新沂镇出家屯村李大树接到苏宁大型配送人员的空调。这款空调是Sun公司的儿子在苏宁轻松购买的早晨购买的,从订货到交货,不到8个半小时。与此同时,距离南京裕华经济开发区的吴女士在距离400多公里的地方通过苏宁为她的孩子购买了奶粉,并在下单后14分钟收到了包裹。

今年,618电子商务推广,苏宁物流服务能力进一步提升,特别是以社区和乡镇为代表的终端市场,苏宁物流已经形成了一个基本的运营网络,充分满足了消费者和合作伙伴的最高效率。为618护送。

据中国社会科学院农村发展研究所统计,2018年农村消费品零售额5535亿元,比上年增长10.1%;最终消费对2018年经济增长的贡献率达到76.2%,比上年增长18.6%。百分点。随着县乡的快速发展,农村消费升级正在慢慢开放。然而,在蓝色海洋下,没有与之匹配的服务标准。

China has a vast territory, far away from county and township towns, with weak logistics infrastructure, low operational efficiency, relatively slow distribution system, and a huge test of logistics service capabilities. Especially in remote mountainous areas, the three major pieces have always been the problem of e-commerce logistics distribution. On the one hand, it is heavy and vulnerable, it is difficult to get on the door, and the risk is high; on the other hand, the local informationization is low and standardization services are difficult. Many companies do not dare to take risks even if they want to do it. The county town market is the hottest area for consumption upgrades and domestic demand, and service upgrades cannot be delayed.

Suning Logistics relies on the accumulation of end markets for many years, constantly deploying and extending the scope of services. Since last year, Suning Logistics has laid a service center in Suning County in the county towns and cities across the country to provide high-quality logistics services for county residents, and really let the service outlets sink to the places they need.

Suning's county and town service center is not just a traditional after-sales outlet, but a ten-in-one comprehensive service body that integrates, warehouses, distribution, loading, sales, repair, washing, receiving, exchange, and number. For example, Suning's Yongfu County Service Center has many services such as rush delivery, ransaling, home appliance delivery, environmental purification, recycling, financial management, and convenience services.

The distribution of many county-level service centers in Suning can be said to be the national joint vertical and horizontal, north to Mohe, south to Hainan, east to the coast, and west to Qinghai. Suning Logistics is also the first company to provide services to minority autonomous regions where other logistics companies serve blind spots. At present, Suning has achieved distribution network coverage in Tibet in Tibet, and has completed 100% coverage in Wuzhou in Xinjiang.

In 2019, Suning Logistics strategic plan to build 1,500 county-level service centers. As of 618, it has broken through 800 in just six months, becoming a solid bridgehead for Suning's logistics service front line.

In addition to the sinking channels of county and township towns, enterprises have long been fighting for community consumption flows.

xx数据显示,中国的城市化率将在2030年达到66%-67%。预计未来每年将有1200万至1400万人进入城市。中国将形成约2万个新社区,值得探索和教育。新的交通。目前,大多数企业的产品和服务难以满足社区用户对时效性和多样性的更加个性化和深入的要求。

作为中国最早开设物流的零售企业,苏宁物流已经建立了线上线下整合,开放共享的新物流系统已成为行业的样本。随着智慧发展战略的不断推进,苏宁物流除了确保核心服务外,还在不断拓展新的业务范围。最成功和最具代表性的是掌握社区消费的痛点和最接近用户的痛点。苏宁店形成了一个社区场景融合。

目前,苏宁已在全国范围内铺设了6000多家苏宁门店,并在全国6000家苏宁门店拥有2000个预存仓库,覆盖4万个社区,为3公里范围内的用户提供一小时的送货服务。

凭借强大的供应链和高质量的社区和社区资源,依靠苏宁的先天线下优势,许多没有时间购物的消费者可以享受便捷高效的一小时服务,不仅可以省心,还可以获得也开心。对于苏宁来说,这不仅是一个平台级的流量门户,而且还有社区场景确定的高频消费属性和用户粘性,这可以大大增强“最后一英里”的服务难度。

事实上,随着苏宁店的快速扩张和前仓的整体布局,苏宁物流也在不断努力开展社区配送服务。根据苏宁物流的外部数据,仅用一年时间,从一小时的即时交付到一小时的生活服务,苏宁物流服务能力的不断提升,使苏宁店一站式满意。整个场景需求。它还支持这种社区消费的可持续未来。

在618期间,在苏宁智能物流的祝福下,用户可以享受数以千计的苏宁新鲜,快速,百货,3C,以及5大类家用电器和上班族,健康餐饮,办公用品等。全国各地的商店。 '1小时'服务。苏宁的第二次即时分销扩展到全国100个城市,服务于全国4万多个社区。

除了社区生活即时服务外,今年618苏宁物流在全国开设了1000多家苏宁店,以“生活帮助”,主要快递收集,家电维修和清洁两大核心业务。允许社区消费者享受消费者需求的便利,还可享受包裹收集,拆包检验,售后服务,社区回收等服务,以及家电维修清洁,上门安装,卫浴安装,日常清洁等提供一站式服务。可以说,在这一小时的美好生活圈中,苏宁变成了消费者的“生命管家”,让用户真正享受到快捷,实惠,便捷的服务。

通过“苏宁店+前仓+生活帮助”模式,苏宁物流实现了“贴近消费者”,帮助消费者实现“社区自由”。

无论是乡镇还是社区,苏宁在终端市场都是如此“沉重”,获得新的交通只是一个方面。更重要的是,它广泛满足并满足终端市场需求情景,获取,促进和激活终端市场用户。流量的重新分配将使苏宁在移动互联网的下半部分拥有巨大的想象力。