Improvement measures of B2C e-commerce logistics distribution operation mode

Measures to improve the operation mode of B2C e-commerce logistics distribution

Introduction: China's logistics express delivery industry has not developed for a long time. As far as its present situation is concerned, it still cannot fully meet the needs of e-commerce, and even becomes a huge bottleneck in the development process of e-commerce. The following are the measures to improve the operation mode of B2C e-commerce logistics and distribution that I brought to you, hoping to help you.

although the self-built logistics system of e-commerce enterprises has solved the problem of low consumer satisfaction to some extent, there is still room for improvement. According to CNNIC's market research report in March, 215, among several well-known B2C shopping websites in China, only JD.COM Mall's logistics and distribution satisfaction has basically reached? Satisfied? Grade, some other websites scored only? General? Even in? Less satisfied? The level. This shows that the logistics distribution service level of B2C e-commerce enterprises in China still cannot fully meet the needs of consumers, and there is still much room for improvement.

today, the bottleneck of B2C e-commerce logistics distribution is analyzed by comparison. I. Comparison of two logistics distribution modes In the logistics distribution mode, e-commerce enterprises have two main choices: self-built logistics distribution system and outsourcing to a third-party courier company. JD.COM Mall, Vanke Eslite, newegg and other well-known B2C e-commerce enterprises have built their own logistics distribution systems to a greater or lesser extent, and they are constantly strengthening the construction of their own logistics distribution systems, aiming at improving the online shopping customers' experience, thus enhancing their satisfaction and loyalty. There are obvious differences in delivery time and service level between the self-built logistics distribution system and the use of third-party logistics express delivery. These differences mainly exist in the following aspects:

1 Logistics distribution cost

In the short term, the self-built logistics distribution system of e-commerce enterprises has higher cost than the use of third-party express delivery. One of the reasons is that under the self-built logistics distribution system, all the orders are delivered by the enterprises themselves, unlike large-scale third-party express delivery, which can serve multiple e-commerce enterprises at the same time, so the delivery volume is relatively small. The second reason is that the self-built logistics distribution system has been established for a short time, and compared with the courier companies that have been established for many years, they have not accumulated enough resources. For example, cooperation with upstream and downstream, so the distribution cost of each order under the self-built logistics distribution system may be higher than that of professional express delivery companies. However, with the continuous expansion of the scale of e-commerce enterprises and the increase of distribution volume, the marginal cost of self-built logistics distribution system will decrease with the increase of business volume.

2 timeliness of delivery

Third-party express delivery companies often operate in a diversified way and serve multiple enterprises at the same time, so it is difficult to serve a certain e-commerce enterprise specifically. Therefore, the adoption of third-party express delivery companies often leads to a low punctuality rate of goods arrival, especially on holidays during the peak business hours of e-commerce enterprises, and express delivery companies may have holidays, resulting in a large number of orders not being delivered on time. Therefore, in order to improve the on-time delivery rate and reduce the dependence on courier companies, e-commerce companies often build their own logistics systems, but the breadth and depth of their network coverage are far less than those of professional courier companies, so e-commerce companies can choose to cooperate with courier companies for delivery.

3 supervision of distribution personnel

under the self-built logistics system, e-commerce enterprises have the means and mechanisms to train, assess and encourage distribution personnel, so as to ensure that their attitude and standardization level of distribution services meet the requirements of enterprises, and meet the commitments and development goals of enterprises to consumers. If logistics is outsourced to regional third-party express delivery companies, these are difficult to achieve.

4 Promote new services

Because e-commerce enterprises have special distribution teams under the self-built logistics system, these employees can directly face consumers and play the role of? Mobile counter? The role of can carry more services. For example, DIY installation service in JD.COM Mall and on-site fitting service of Vanke Eslite.

At the same time, under the self-built logistics system, logistics distribution information, systems and e-commerce front-end websites can be integrated, so that consumers can track the order status in real time and increase information transparency. For example, all the distributors in JD.COM Mall carry GPS positioning equipment, and customers can see the location of distributors in real time on JD.COM's website, while almost all other B2C e-commerce enterprises at least provide text order tracking services, such as Amazon's order tracking. If these services are delivered by a third-party courier, a lot of work such as training, system docking and negotiation details will be needed, which will greatly slow down the service, and the ultimate service effect may be far less than that of the self-built logistics system.

5 brand promotion

under the self-built logistics system, vehicles and delivery personnel with e-commerce enterprise LOGO shuttling through the streets are an invisible business card of the enterprise, and the news media reports on the construction of enterprise warehouses are also the best proof of the financial strength of the enterprise, which can bring trust to potential consumers. The attitude, clothing, professionalism and efficiency of the distributor all reflect the image of the enterprise. An excellent distributor is no different from a very successful advertisement and plays an important role in improving customer loyalty.

6 fund return cycle

For cash on delivery orders, the delivery staff can directly get back the payment under the self-built logistics distribution system, which avoids the settlement work between e-commerce enterprises and express delivery companies, and also avoids the risk of capital loss, greatly accelerating the speed of fund return and improving the efficiency of capital turnover.

generally speaking, the self-built logistics distribution system is mainly for the consideration of improving consumers' shopping experience, achieving secondary marketing through brand promotion, and speeding up capital turnover, while the adoption of third-party express delivery is for the consideration of cost and specialization.

the bottleneck of logistics distribution in B2C e-commerce enterprises

1 The speed of distribution needs to be improved

The speed of logistics distribution is the most critical factor affecting consumers' evaluation of service satisfaction. For example, Amazon boils down its business strategy to? How much? 、? Quick? 、? Ok? 、? Province? Four words, of which? Quick? It is the requirement for logistics distribution. It can be seen that B2C e-commerce enterprises have long realized the importance of logistics distribution speed to e-commerce. In order to improve the speed, major B2C e-commerce enterprises have also built their own logistics systems to overcome the lack of speed of third-party express delivery. Two deliveries a day? Even? Three times a day? Frequency of delivery, effectively improve the consumer satisfaction with the delivery speed.

according to CNNIC's market research report, JD.COM Mall and Vanke Eslite, which are mainly engaged in self-operated distribution, have reached the delivery speed targets? Satisfied? Level, and Taobao Mall is only? General? Considering that Taobao Mall occupies nearly half of the market share, it can be inferred that more than half of online shopping consumers have no good experience in this indicator.

Self-built logistics distribution has obvious advantages in controlling distribution speed, but few enterprises can build their own logistics system. At present, the delivery speed of most regional small and medium-sized e-commerce enterprises is still very slow, especially when postal logistics is adopted, customers often have to wait four or five days to receive the goods. In addition, when there is a great demand for the distribution volume of major e-commerce during the holiday promotion period, the shortcomings of logistics distribution are clearly exposed and appear? The holiday is long over, and the gifts are still on the way? The embarrassing situation.

2 The cultural quality of distribution teams is generally low

In China, both the distribution teams of self-built logistics systems of e-commerce enterprises and the logistics distribution teams of third-party express delivery companies are generally low in cultural quality. Through the conversation with several distributors, it is found that the recruitment of distributors does not require academic qualifications, as long as they can read, ride bicycles and have local hukou. Such a team of distributors can only accomplish the basic delivery purpose, but for some special cases, such as DIY door-to-door installation and other additional services can not be completed well, and it is even more difficult to meet the requirements of high level, specialization and standardization.

3 The service awareness of distributors needs to be improved

According to the market report of CNNIC, it is found that the four major B2C shopping websites in China have only achieved the score on the indicator of the attitude of distributors? General? JD.COM Mall and Vanke Eslite, which built their own logistics and distribution system, scored slightly higher than Taobao Mall and Dangdang, which completely relied on third-party logistics and distribution. Does this show that consumers have a service attitude towards the delivery staff? Not satisfied? , but no? Satisfied .

The reason is that in the current logistics distribution, the distributor only thinks he is a deliveryman, not a waiter. The duty of the delivery staff is only to deliver the goods to the consumers, so they often just deliver the goods to the campus gate or the community gate, and then wait for the consumers to pick them up, right? Last mile? The distribution may become? Last two kilometers? , even worse. This brings great inconvenience to consumers. But the waiter bears the corporate image and business philosophy of e-commerce enterprises. It is necessary to fully show empathy and care for customers, such as sending heavy goods that are difficult for the elderly and female consumers to move directly upstairs. This improvement of service awareness is particularly important for e-commerce enterprises that adopt third-party distribution.

4 logistics distribution facilities need to be improved

logistics distribution of e-commerce enterprises involves warehouses, vehicles, personnel and related IT equipment, and what ordinary consumers can access are personnel, vehicles and IT facilities, which are very important for forming the impression of enterprises in consumers' minds. It is difficult for a distributor who wears casual clothes, rides an old battery car and pulls a mess of goods to form a professional impression in the minds of consumers.

in the current information technology is very developed, it is very important for consumers to query the delivery status of ordered goods in real time. But at present, except for some B2C e-commerce enterprises, most other e-commerce enterprises have not realized the GPS positioning of the delivery staff. Many enterprises can only provide simple text prompts, and because the delivery staff can't send back information to the enterprise in time, the status information seen by consumers is extremely lagging behind, which is also one of the important reasons for the low satisfaction. ;