The first battle of the rookie station "Spring Festival travel rush file": the ideal is in the distance

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It was not until February 7 that the media got the news from the rookie station. 202 1 Spring Festival travel rush, there will be more than 50,000 rookie stations in cities across the country 160, and more than 654.38+10,000 people will stick to their posts and provide normal services from February 9 to 16.

This is the first time that the rookie station has fully participated in the "Spring Festival travel rush Closed" since its establishment. Under the circumstance that SF Express and Tongda Department announced the normal operation of Spring Festival travel rush early, the rookie station "Spring Festival travel rush Station Closed" was not announced until February 7, and the mobilization of 50,000 stations and 65,438+10,000 employees was long and determined, revealing the importance and expectation of this campaign.

Under the background of "celebrating the New Year on the spot", less people flow and more goods flow, which is also verified by the final data. According to the monitoring of the Express Big Data Platform of the State Post Bureau, during the Spring Festival holiday (February 1 1 to 17), the national postal express industry received and sent 660 million express parcels, up 260% year-on-year. The collection volume of the whole network is about 3 times that of the same period last year, and the shipment volume is 3.4 times.

What role did the rookie station play behind the Spring Festival travel rush War? What value does it show? And, through this battle, what do we want to achieve?

The role of the Spring Festival: community is greater than business.

According to the public data of rookie stations, among the more than 50,000 non-stop stations in China, Chongqing, Xi 'an and Chengdu rank in the top three, with about 2,000. Other top cities include Zhengzhou, Wuhan, Shenzhen, Tianjin, Qingdao, Suzhou, Shenyang and Shijiazhuang.

In fact, "the Spring Festival is not closed" is a subsidy war for express delivery companies. Although the rookie station did not disclose the amount of subsidies, it is definitely a very large number. The income of the station comes from the collection of express delivery, and the income of one ticket is 350 cents. Spring Festival travel rush's single quantity can't satisfy the interests of the webmaster to open the door. Even if it can be the same as the daily order during the Spring Festival, it is not enough for the joining webmaster to give up the opportunity to go home for the New Year.

Obviously, in the end, 50,000 rookie stations will open as usual during the Spring Festival, which is no longer a simple business calculation problem.

According to the monitoring of the Express Big Data Platform of the State Post Bureau, during the seven days in Spring Festival travel rush, a total of 660 million pieces of express delivery were sent. In fact, at this stage, express delivery companies can't do it alone, and such work is bound to be the result of the great cooperation of express delivery ecology.

The most important two ends of express delivery-transshipment and terminal-are the responsibility of the express delivery company, and the terminal is mainly the responsibility of the express delivery company, and the social division of labor is coordinated, such as post stations, community convenience stores, self-reporting cabinets, and property collection points. In recent years, the country has been advocating the construction of terminal facilities and the distribution mode of the same paragraph, which is also the original intention. There are two purposes, one is to ensure the smooth circulation of parcels, and the other is to meet the needs of consumers in different scenarios.

As a supplement to the express chess game, there are three short stories in the rookie station that are widely circulated this Spring Festival:

The first story happened in Tianjin Chang Min Garden. Before the Spring Festival, Jiao Kai, the stationmaster, called his neighbor before the delivery, only to find that the other person was in Beijing. It turns out that this year is the first year of her marriage. Her father spent the New Year at home alone, with no one to accompany him, and only bought some wine to honor her. Finally, Jiao Kai came to the door and delivered the wine bought by his daughter's lover to his father safely.

The second story happened in Jinshan District, Shanghai. Zheng Youfeng, the stationmaster of Shanghai Electrical Appliance City, is from Xuchang, Henan. He and his wife work hard in Shanghai. After the website announced that it would not be closed, neighbors came to ask about keeping pets. "He has something at home. He went home at the beginning of 65438+ 10, put the teacup dog in our house for foster care and pick it up later. " Some residents also left keys for him to help raise at home. Finally, he simply hung banners and notices representing pets at the door.

The third story is that in Hefei, Anhui Province, the stationmaster of Hengfu Garden has been delivering goods to the residents of the community during the Spring Festival, and has received many thanks in succession. He said: "It's not that my neighbors thank me, but that I should thank my neighbors, who have received too much help and care from community residents."

The story is short and plain, but it is the daily life of the rookie station, full of fireworks and human touch, and it is also worthy of the trust of neighbors during the Spring Festival. This is the most important value of the rookie station-community connection and people's livelihood security. Business value is based on demand.

The first clue: user-centered guidance

At the end of express delivery, the mode of express delivery collection presents a multi-brand pattern, and various brands called "post stations" appear, which leads to a mixed industry and gradually evolves into a way to reduce costs, rather than a key node to provide services in an increasingly fierce price war environment.

This is contrary to the initial intention of the rookie station model. The rookie official statement stated that "the rookie station provides parcel collection service for online shopping users and is committed to providing consumers with diversified last mile services". It is not only a platform, but also a consumer-centered service subject. On the basis of a certain scale, the rookie station hopes to show its unique value on the consumer side.

"No closing time during the Spring Festival" is regarded as a new starting point. This starting point is not only to let 50,000 post stations participate in the stall in Spring Festival travel rush for the first time, but also to reach a * * understanding of the "consumer-centered" service concept, so that the joining post stations can establish a standardized service system; It also lies in the initiative and innovation in service. For example, the rookie station has always insisted on providing "free hosting" services.

During the Spring Festival, some consumers took photos on social platforms, and their rookie station actually provided home delivery during the Spring Festival. The logistics details also show "home delivery". Although it can't be judged as a common behavior, the experience upgrade has already begun. As early as June 5438+ 10 last year, Cainiao Station announced the launch of a service called "Intimate Optional" in Shanghai: before the package was delivered, consumers could choose whether it was delivered by express delivery or kept by Cainiao Station through mobile phone Taobao for free. Autonomy is in the hands of users.

There are indications that the rookie station is constantly innovating in consumer service and leading the industry to change.

The development of the express delivery industry has been gambling for several years. Last year, the total volume of express delivery business finally reached 83 billion pieces, up 30.8% year-on-year, still at a high level. The data predicts that the express delivery volume is expected to reach 95.5 billion pieces this year.

In fact, the data of the beginning of the year is a big bang. On February 9th, the State Post Bureau announced the report of China Express Development Index in June 5438+ 10: the China Express Development Index in June 20265438+ 10 was 296.4, up 72.2% year-on-year, and the year-on-year growth rate reached a new high in seven months. The express delivery business volume is expected to be around 8.6 billion pieces, with an average daily business volume of 270 million pieces, and the business income is expected to reach 90 billion yuan. Due to the serious impact of the Spring Festival holiday and the initial epidemic in the same period last year, compared with the same period last year, the business volume increased by more than 65,438+0.20%, and the business income increased by more than 70%.

The express delivery industry is still an incremental industry. Under the trend of continuous growth, the express terminal will continue to be under pressure. On the one hand, it is necessary to quickly fill the shortcomings, strengthen the density and breadth of the layout of various collection points, and gradually enhance services; On the other hand, it will continue to nurture new development opportunities, the competition will be more intense, and innovation will be constantly activated.

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Premier Li Keqiang said during his inspection tour in Shaanxi that logistics express delivery is the main artery of economic circulation, and reducing costs is conducive to promoting consumption, and will also promote the development of express delivery industry and employment, especially flexible employment. "It used to be said that a letter from home is worth a ton of gold. Now it is express delivery that warms people's hearts and protects lives." In a word, the social contribution of express delivery industry is summarized and affirmed.

The times chose the express delivery industry. But in fact, the express delivery industry is still in a very primary stage. With the continuous growth of scale, the continuous investment of head enterprises, the great progress of express delivery into villages and households, and the vigorous development of terminal collection point model ... the achievements are visible to the naked eye, but with the continuous price war, it is far from reaching the ultimate appearance of this industry. What's the best way for a rookie station? The Spring Festival is not closed, and it's the first time to start serving a big training, but it won't be just this time.

| Rookie Network Comprehensive Information