Recruitment commitment

Author | Zhang Jilong Editor | Luo Lijuan

China express industry is accumulating new variables.

On April 29th, an annual report of Dayun Co., Ltd. announced the new changes in the pattern of express delivery industry in China. According to the annual report, Alibaba invested in Dayun, holding 2% of its shares.

This change has become the new climax of China express market reform. Before this, this industry has been stirred up by some new forces.

On April 7th, SF Express and CICC jointly established "Wang Feng Express"; March 19, JD.COM. COM's "Zhong You Express" has obtained the express business license and recruited franchisees in Guangdong and Jiangsu. Previously, the Southeast Asian express company "Rabbit Express with a close relationship between J& and OPPO" was established. T Express) has quietly and quickly completed the Internet since it landed in China last year.

Just like the development of SF Express, three links and one achievement, Jingdong Logistics has grown in step with e-commerce platforms such as Taobao and JD.COM, and the emergence of new express delivery forces is also closely related to the rise of hot social e-commerce and life e-commerce.

At present, Pinduoduo, Aauto Quicker, Tik Tok and other new e-commerce forces have begun to grow rapidly, and are secretly competing with Taobao and JD.COM. Therefore, new express players are also aiming at new e-commerce platforms and sinking markets.

The relationship between Extreme Rabbit Express and Pinduoduo, the dark horse of e-commerce, has been talked about by the outside world. In recent years, Pinduoduo's parcel share in the express delivery market has been rising. According to the information of the State Post Bureau, 5.98 billion parcels were delivered nationwide in March, and the total number of express parcels in Pinduoduo exceeded 654.38+0.5 billion, accounting for about 25% of the total express parcels in China.

The goal of public mail express hatched in JD.COM system is more clear. In official website, Zhong You Express described itself as a courier company focusing on sinking market and economic business development. Its market positioning is to "provide express delivery services for domestic e-commerce platforms, micro-stores of WeChat merchants, new e-commerce, professional markets and retail investors", focusing on 3KG small pieces and e-commerce parcels, and "strive to become a well-known express delivery company with the best cost performance in China."

Essence Securities believes that China Post Express may give priority to Jingxi (JD. COM social e-commerce platform) and the third-party sellers of JD.COM platform. Because at present, Jingdong Logistics mainly serves big brand merchants, which is not attractive to small and medium-sized merchants on the JD.COM platform, and it is mainly based on three links and one access, and the express delivery by public mail can make up for this gap.

The data shows that in 20 19, more than 70% of the new users in JD.COM came from the low-end market, which became one of the main driving forces of JD.COM. The accelerated growth of COM. Grasping the sinking market quickly is the key for JD.COM. The growth of COM.

SF, which may aim at the sinking market, is still in its infancy, and the outside world cannot know its specific strategy, but we can see SF's attitude towards the sinking market from the financial report.

In the recently released 20 19 financial report, it named the sinking market and the value of the new e-commerce platform, arguing that "with the upgrading and transformation of China's consumption structure, the sinking market, the new e-commerce platform and large e-commerce parcels will gradually become the engines that drive the growth of the industry, which is expected to bring new growth momentum to the industry."

Starting from the sinking market, it is expected to become the key for new express players such as Extreme Rabbit to change the industry structure. However, the existence of market opportunities is fair to both old and new players. From any dimension, it is impossible to sit idly by and ignore the three links.

So in the "encirclement and suppression" and "counter-encirclement", how sure is Extreme Rabbit to be the winner?

Zhao, the boss of a courier company in Liaocheng, Shandong Province, said: "Rabbits move so fast that all the outlets in our city have joined." .

By the time the outside world began to notice Polar Rabbit, the company had almost completed the layout of its outlets in China. According to official data, Polar Rabbit has established 76 transshipment centers, matched 50 sets of high-speed automatic lines and equipped more than 500 sets of matrix sorting equipment.

According to the news from Polar Rabbit, its service outlets have achieved 0/00% coverage in provinces and cities, 98% coverage in counties and 90% coverage in towns and villages.

However, according to all-weather technology, the coverage rate of provinces and cities in China seems to be 100%. There are no outlets in official website, including Tibet, Xinjiang, Gansu and other provinces, indicating that "outlets are under development".

An insider of polar rabbit also proved this point. Before April 29th, the company has completed the grid connection of 19 provinces and municipalities directly under the central government, and Heilongjiang, Jilin, Liaoning and Guizhou will also be connected to the grid on April 29th, totaling 23 provinces and municipalities, excluding some western provinces or autonomous regions. The last batch of network opening areas are northwest provinces such as Gansu, Ningxia, Qinghai, Tibet, Xinjiang and Inner Mongolia, and the planned deployment time is May 3 1.

However, even so, the speed of the polar rabbit is very fast. According to the "post station" of the official WeChat account in the logistics industry, several key members of the J & Founding Team were located on the second floor of E World Huaxin Garden in Qingpu District, Shanghai before Polar Rabbit Express was named. From the first half of 20 19, on the one hand, they actively recruit and supplement the team strength, on the other hand, they also make low-key plans to prepare for the network.

It took less than a month from the registration of Shanghai Polar Rabbit Supply Chain Co., Ltd. in September of 19 to the completion of the registration of provincial branches in mid-June of 10. Last year1October 24th, 10, the official account of "Extreme Rabbit Express" WeChat was launched and launched; In March of this year, Extreme Rabbit Logistics began trial operation in some areas.

Up to now, "Polar Rabbit has 19 ordering channels in China, including 3 official channels and 6 e-commerce platforms 16". According to polar rabbit's data, at present, its three official channels are website, 400 telephone and WeChat applet. 16 e-commerce platforms include Pinduoduo, Dangdang, Youzan and Suning.cn.

The speed and scale of this construction is still the result of being interrupted by the epidemic. Some insiders said that the original plan of Polar Rabbit was to open franchisees in third-and fourth-tier cities before the Spring Festival, and then start recruiting couriers after the Spring Festival to complete the construction of the last mile distribution.

The reason why Extreme Rabbit can move so fast is that on the one hand, it obtained the national license through the backdoor of Shanghai Long Bang Express Co., Ltd. (referred to as "Long Bang"), on the other hand, it is also related to the long-term accumulation of OPPO online-from the founder to the employees, Extreme Rabbit has a close relationship with OPPO.

According to public information, the founding team and early investment of Polar Rabbit came from OPPO, and its founder Li Jie was the founder of OPPO Indonesia. Not only that, all-weather technology found through inquiry that Fan Suzhou, the actual controller of Extreme Rabbit Company, also worked in OPPO Indonesia and lived in Bandung, Indonesia for a long time. It was not until 20 15 that he began to enter J&T Express.

"Manager level or above or some sales positions are basically OPPO people", a new employee said that the company also gives priority to OPPO people at the franchisee level.

As JD. COM's public mail express is also in full swing at present. 5438+ 10 In mid-October, Zhong You Express submitted the application materials for registered trademarks to the Trademark Office, and began to recruit partners in Guangdong in early March. In the first round, there were about 160 franchisees in Guangdong province, which eventually formed the scale of 300 first-class franchisees. In addition to Guangdong, the regions currently open to joining have been extended to Quanzhou, Suzhou and Wuxi. Changzhou and Shanghai (Puxi area).

According to industry sources, on April 18, China Post Express officially launched a network test operation in Guangdong Province, and on May 18, a network test was launched in southern Jiangsu and Shanghai. China Post Express will strive to serve JD.COM 6 18 together.

According to all kinds of data, at present, Polar Rabbit adopts the strategy of direct selling as the mainstay, supplemented by agents, and opens agents in remote or rural areas. Use direct marketing in core areas to ensure the consistency and quality of services; At the same time, use the form of joining to expand the coverage area of express delivery network.

Mass postal transportation has gone out of the opposite way, focusing on expanding franchisees with lower costs and recruiting franchisees everywhere.

Franchisees have different attitudes towards the entry of several new express delivery forces.

Many franchisees represented by Li have a positive attitude and have asked how to join.

Behind the positive attitude of these franchisees is the reality that the profits of traditional express franchisees are getting lower and lower. In recent years, the financial reports released by Shentong, Tong Yuan and Dayun all show that the revenue of express delivery business and single ticket revenue both declined year-on-year.

"At present, the delivery cost of express outlets is getting lower and lower, the price war is fierce, and the customer competition is fierce." Li said that franchisees want to find new sources of income, especially the legendary relationship between Extreme Rabbit and Pinduoduo, and the relationship with China Post Express, which makes franchisees "greedy".

However, from the current point of view, it is not easy for rabbits to join. "I called four times, and the other party said that there would be local investment promotion personnel every time, but I didn't follow up every time." He said that the customer service didn't even want to give him the phone number of the merchant directly, which made him very strange.

"The operation of prefecture-level cities has been taken away by OPPO dealers. As I said two days ago, only towns and villages will join. The staff of China Merchants is a former mobile phone channel salesman. " Another franchisee said that at present, a large part of the heads of the provinces and autonomous regions in Polar Rabbit are the original OPPO team. It is also reported that the agency of the polar rabbit has priority within OPPO, and no one will do it.

It is relatively easy to recruit express delivery. In order to attract franchisees, Zhong You has also introduced franchise benefits. An affiliate link published by a Zhong You merchant shows that Zhong You will give franchisees outlets industrial machines, portable printers and various fees. Subsidies and concessions.

However, Zhong You is also very picky about franchisees. The above-mentioned Zhong You merchants said that at present, the company mainly recruits people who are already operating express outlets. For inexperienced people, he doesn't recommend joining because it's "difficult to do".

However, some franchisees expressed concern about whether to join Polar Rabbit and China Post. They care about how to make money.

An insider in the express delivery industry believes that the operation of express outlets is becoming more and more difficult due to the fierce price competition in the franchise express delivery market. "If the polar rabbit and Zhong You finally do the same as the three links, it will be less attractive."

Whether they can make money or not, the key factor is how many resources these new players can get. "Who can be sure that Extreme Rabbit Express is cooperating with Pinduoduo? If you cooperate, it is worth doing. Without a lot of cooperation, the risk is too great. "

Due to the lack of support from mainstream e-commerce, the order volume of polar rabbit express is not large at present. "There is no quantity. At present, there are twenty or thirty pieces of goods delivered in one day." A courier outlet owner said that Extreme Rabbit Guangdong has started to deliver goods, but it mainly receives OPPO pieces. "A town only has 10 to 20 yuan, so it is better to join the three links."

"According to my previous experience, extreme rabbits can't do it." He Qidong, the owner of the express delivery network, was also interested in being an extreme rabbit before, but recently contacted the local person in charge of the extreme rabbit and dismissed the idea. "I have seen the conditions for joining, and the other party clearly stated that it should be prepared for losses."

He is worried that Extreme Rabbit may make the same mistake as Anneng Express. He Zhidong worked as a franchisee of Anneng Express for two years and earned 400,000 yuan in two years. However, in 20 19, the internal capital chain of Anneng Express was broken, and the liquidation contract fee, joining fee and material fee were "spit" back to 654.38+million.

One phenomenon he observed was that most of the people who actively joined Polar Rabbit and China Post were small express franchisees outside the SF system, such as Pinjun Express, Promise and Long Bang.

Not only the franchisees are hesitant, but also the couriers hold the same attitude.

Judging from the information of major recruitment websites, Extreme Rabbit Express is currently recruiting couriers in many parts of the country, but the treatment given is not outstanding, which is almost the same as the three links.

Due to the uncertain prospects and the average salary level, many couriers are also waiting to see, and some couriers who used to work in Tongda Department began to join. "I want to join the polar rabbit, because I can't see hope in Dayun." A former Dayun courier believes that he is working for a period of time with a try-and-see attitude to see the prospects.

In fact, although Extremely Rabbit and China Post quickly established a network, the most important thing is to have a market share.

According to the data of the State Post Bureau, the brand concentration index CR8 of express delivery and parcel service in the first quarter was 85.9, up 4.2 over the same period of last year. The market share has accelerated to the head enterprises, and the survival of second-and third-tier express delivery enterprises is even more difficult.

Therefore, new players, such as Jitu and China Post, want to grab meat from the tee joint, or fight for price or service. Zhao thinks, "If the service and price are similar to the three links, why do merchants give express delivery to a novice?"

However, both price and service are facing the problem of cost. According to the research report of Essence Securities, in Yiwu, the express price of "three links and one arrival" is basically around 1. 0-1.4 yuan for e-commerce customers whose daily average shipment is more than1.000 tickets (small pieces are less than 0.3KG). Take a medium-sized first-class network as an example. If the package price of 2.6 yuan/ticket within 1kg is included, the profit of a single ticket is only 0.02 yuan/ticket, which is basically in a meager profit state.

Therefore, if the price is lower than the three links, it means that Extreme Rabbit and China Post will directly enter a state of loss.

All-weather scientific and technological inquiry shows that the price of polar rabbit express delivery is slightly lower than that of "Tongda Department", and the goods within 1kg are delivered by express delivery, while those within 8 yuan cross the city 10 yuan and those outside the province 12 yuan, while the first weight of "three links and one access" is generally 12 yuan.

Facing big customers, insiders revealed that the cost of acquiring orders at the agency level is basically around 3 yuan, but the price for big customers is around 2.8 yuan, which is lower than the cost price.

In some places, there are even outlets that shout out the news that Jiangsu, Zhejiang and Shanghai will be mailed free three days before opening and half price four days later, which makes people in the industry stunned.

36kr reported that the person in charge of a polar rabbit network directly said, "Be prepared to lose money for two years first".

In gaining market share, Extreme Rabbit and China Post are also facing embarrassing identity problems. It is a double-edged sword for these two companies to bear the labels of "Pinduoduo" and "JD.COM". COM "express. On the one hand, it can quickly enhance its popularity, but on the other hand, it also means that it is difficult to expand the e-commerce platforms of different camps.

Under this consideration, both companies are trying to downplay their Pinduoduo and JD.COM colors. For example, Polar Rabbit has no official cooperation with Pinduoduo, and China Post official website has almost no words related to JD.COM.

In order to get more orders, the courier company doesn't want to queue up too early. Take Dayun as an example. According to Reuters's previous report, Alibaba Group Holding Co., Ltd. plans to buy at least 65,438+00% of Dayun Holdings, but at present it only accounts for 2%. It remains to be seen whether Alibaba will increase its holdings in the future.

For Pinduoduo and Polar Rabbit, people in the express delivery industry also believe that Pinduoduo may not tilt resources to Polar Rabbit so quickly. After all, the three direct links are still big at present, and Pinduoduo will not easily offend them.

In March, Polar Rabbit said that it has completed docking with Pinduoduo, Suning.cn and JD.COM, and is actively promoting docking with express cabinets and sites such as rookie post stations and beehives. However, according to the official WeChat account of Polar Rabbit released at the end of April, its latest partner is neither JD.COM, Taobao Tmall or Cainiao.

In addition, some people question whether the strong OPPO color is good or bad for its development.

As a mobile phone company, OPPO's corporate attributes have nothing to do with the logistics industry. Therefore, whether the polar rabbit management team with the original OPPO as the backbone can quickly find out the laws of the express delivery industry also worries the outside world.

In fact, on social networks, there are already employees who are suspected of leaving their jobs, saying that Extreme Rabbit now has the problem of leading "amateurs". "People who don't know how to express themselves only trust the OPPO team".

Although Polar Rabbit achieved rapid rise in Southeast Asia before entering China, it is doubtful whether this path can be successfully replicated in China. After all, consumers in Southeast Asia generally have lower requirements for express delivery service and speed than those in China, and the competition intensity between the two local markets is also quite different.

He Zhidong also expressed the same concern. He believes that the breakthrough of the polar rabbit is definitely not simple, and its ending may become a second line. "Just like Ali's Dan Bird, it has become an alternative resource for big e-commerce."

However, the changes of the old and new forces in shopping malls are sometimes unexpected, just like when people think that Taobao and JD.COM have reached the peak in the field of e-commerce, Pinduoduo has become the worry of the two giants carelessly.

In the field of express delivery, there are still many uncertainties whether new participants, such as Jitu, Zhong You and Wang Feng, can eat the cake and finally make a breakthrough.

(Zhao and He Qidong are pseudonyms in the text)