10 June 19, Dayun issued the Notice on Prohibiting Intranet Agency for Extremely Rabbit Business, officially banning Extremely Rabbit.
It is specifically mentioned in the notice that the company affiliated to Dayun Express (including the contracted area) shall not join the extremely rabbit network and the contracted area for any reason or in any form; The shipper and the shipper are not allowed to act as agents for the extremely rabbit express service for any reason or in any form. For the polar rabbit express that has flowed into the transshipment link, the distribution center will strictly check, collect evidence and report it, treat it as a problem piece and return it according to the original order;
For the extremely rabbit express mail that has flowed into the terminal network, the terminal network company will collect evidence and report it, handle it according to the topic, and notify the sender network to inform the recipient to collect it.
According to several Tongda franchisees, Shentong and Tong Yuan have issued similar notices before:
In this regard, netizens commented: "In fact, it is Ali's suppression of Pinduoduo." "Directly, Alibaba uses rookie wrapping to control Dayun Shentong and Tong Yuan to jointly block the polar rabbit express."
It is not difficult to see that in the eyes of people who eat melons, Polar Rabbit Express has been bound to Pinduoduo as "Pinduoduo Express" by default.
What netizens say is not groundless: In fact, Extreme Rabbit Express, which just entered the express delivery industry this year, is inextricably linked with Pinduoduo. On the one hand, the founders of the two belong to BBK department, and it is reported that Pinduoduo invested in rabbits; On the other hand, under the premise that both Ali and JD.COM e-commerce giants have their own logistics empires, only Pinduoduo has a gap in logistics that needs to be filled by intruders.
More than that: Speed Rabbit's burning expansion, parasitic network access and flexible play also revealed Pinduoduo's "barbaric strength" in capturing the sinking market.
However, extreme rabbit express is not easy. The intruder stepped into an extremely cruel logistics river and lake: the four links reached a tragic end and the price war was seriously involved; Factions among e-commerce giants are fighting endlessly to make up for shortcomings, and they are also competing for the sinking market ... Now, they are unanimously turning their guns and attacking the rabbits.
It can be said that once in the rivers and lakes, it is as deep as the sea: under the encirclement and suppression of giants, it is still unknown whether Polar Rabbit has enough funds to ensure that the capital chain will not break and whether it can "burn" a way out in the fierce animal logistics industry.
The brutal invasion of Extreme Rabbit: the expansion of burning money, the parasitic mode, and the "Pinduoduo Express" with many complaints.
What is the origin of extreme rabbit express?
According to public information, J&; T Express 2065438+ was established in Indonesia in August 2005. Within two years, it became the first express delivery industry in Indonesia and the second in Southeast Asia. Covering more than 550 million people in seven Southeast Asian countries, it sends and receives 55 million packages every month.
In March, 2020, the official WeChat account of TExpress China of Johnson & Johnson Company published "A Letter to J& from China, the agent of T Rabbit, entered the China market and took the Chinese name" Extreme Rabbit Express ". Nowadays, the situation of polar rabbit is worrying, and it has completed 0/00% coverage of provinces and cities across the country, and the express delivery volume has soared at the rate of one million orders.
In September, the daily living capacity of polar rabbits has exceeded10 million. Although there is still a big gap from the daily orders with access coefficient of 10 million, the speed of extremely rabbit expansion really shocked the industry.
So, what is the relationship between polar rabbits and pinduo?
This is closely related to the relationship between Li Jie and Huang Zheng, the founders of Polar Rabbit:
Li Jie is the founder of OPPO Indonesia. 1998, Li Jie joined Jiangsu Anhui BBK Company as the general manager of AV Division; On 20 13, Li Jie entered the Indonesian market with OPPO. Two years later, with the sales network and network of OPPO blossoming everywhere in Indonesia, Li Jie switched to J & ampt Express Company.
Huang Zheng has a close relationship with OPPO: Duan Yongping, the boss behind OPPO, took Huang Zheng to Buffett's dinner and then invested in Pinduoduo.
Therefore, Polar Rabbit has been regarded as an OPPO-led express delivery service in Pinduoduo since it entered China.
More than that, according to Li Jun, a veteran in the logistics industry, Polar Rabbit raised $20 million in initial stage, and Pinduoduo participated in some investments.
Although Extreme Rabbit and Pinduoduo did not admit the relationship between them, insiders of Extreme Rabbit also stated: "No matter as a merchant or a consumer, as long as you want to send something, we will not pick customers." However, several polar rabbit agents said that Pinduoduo accounted for a high proportion of polar rabbit orders. Besides, more and more goods placed in Pinduoduo are delivered by Polar Rabbit Express, which seems to have explained everything: the name of Pinduoduo Express is true.
At the same time, logistics must form an alliance with e-commerce, so as to "rely on orders to enjoy the cool", which is also in line with the underlying logic of China logistics industry. However, among the domestic e-commerce giants, JD.COM's self-built logistics is highly developed, and Ali has supported a number of "adopted sons" of Tongda Department through rookie wrapping, obviously there is no need for another adopted son.
Only Pinduoduo showed a big gap in logistics: until 20 18, Huang Zheng was still saying that Pinduoduo would not do logistics. "We don't do purchasing and marketing, and we don't touch logistics and distribution. Ali did a good job. Why do you want to do it? Many companies do everything because they don't trust others. "
However, Pinduoduo can't escape Wang Jingze's law: from 20 19, Pinduoduo also joined the logistics melee. 65438+In February 2009, Pinduoduo launched its own electronic face sheet system; In March, Pinduoduo accessed seven express delivery companies, namely Zhongtong, Shentong, Tong Yuan, Dayun, Baishi, Post and Tian Tian.
It can be seen that the express delivery connected to Pinduoduo is very complicated, and most of them are Ali's clique, which is unstable-in this case, Pinduoduo urgently needs to establish his own efforts. Therefore, upstart Pinduoduo, an e-commerce company with a daily order of 30 million, and extremely rabbit logistics, a young person from other provinces, can be said to be a match made in heaven.
At the same time, Extreme Rabbit's playing style is also very similar to Pinduoduo's: savage expansion, crazy money subsidies, strong mobility and ruthless playing style.
First of all, it is nothing new for Extreme Rabbit Express to fight price wars and burn money to grab the market:
Previously, according to Billion Power, Wang Shusong, the first-class agent of Extreme Rabbit Express, said that it was difficult for him to get goods at several outlets in Guangdong, and the price of each piece 1 yuan was difficult to get. The receiving cost of a courier is about 1.7 yuan. In order to achieve his goal by impulse, the agents around him will accept it at a loss at the price of each 0.8 yuan-every ticket is bloody.
At the same time, consumers have long formed a savvy consumption habit. In order to dig out consumers, price war is the best and only choice-it has been exposed before, and extremely rabbits can burn tens of millions a day.
In addition, the logistics infrastructure is also a bottomless pit for burning money: Wang Shusong told Yibang Power that half of the huge funds when Extreme Rabbit started its business came from OV shareholders and mobile phone dealers, and the other half came from extreme rabbit franchisees and agents. Most of this money is used for vehicle equipment, terminal distribution and administrative personnel.
Secondly, the cruelty of the polar rabbit also "caused public anger" and even indirectly led to its encirclement and suppression.
Some insiders said that Extreme Rabbit Express is keen on poaching, not only grabbing customers with Sitong Yida, but also grabbing outlets with Sitong Yida:
Extremely rabbit can't establish a complete logistics network in a short time, so it invades other express logistics networks on a large scale. Under the mode of "direct operation" of Extreme Rabbit, many outlets with four links and one access have joined Extreme Rabbit. This is also the most unbearable. I have worked hard to build a logistics network for more than ten years, and naturally I don't want to marry that rabbit.
On the consumer side, on the major complaint platforms, the bad reviews of extremely rabbits are also common.
Mr. Liu, a netizen from Binzhou, Shandong, complained that the rabbit management was chaotic, the package was lost, and the customer service did not act: his express parcel logistics information showed that it arrived in Binzhou in September 1 1, but it was not received until June 16. He called the polar rabbit courier, but the line was either blocked or busy. I finally got through, and the courier and customer service attitude was bad or perfunctory, which didn't solve the problem at all.
It can be seen that the brutal invasion of extreme rabbit express is under heavy pressure from all sides: in fact, once the logistics is as deep as the sea, it is not easy for this "rabbit" in the logistics rivers and lakes where animals are fierce.
Chaos in logistics: persistence, factionalism and sinking market war
Why do polar rabbits break through the tight encirclement in front of wolves and behind tigers? In fact, in China, the cake of logistics has made many people jealous: according to public data, in 20 19, the express delivery market in China reached 749.78 billion yuan, and the express delivery business volume exceeded 60 billion pieces. In the next five years, the growth rate of the industry will remain at 20%, and about10 billion pieces will be added each year.
However, this cake is not easy to distinguish: as we all know, it has long been entrenched in the "Tongda Department" and the logistics created by the giants. As of the second quarter of this year, Zhongtong ranked first in the express delivery industry with a market share of 2 1.5%; The percentages of Dayun, Tong Yuan and Shentong are 16.6 1%, 14.57% and 10.38% respectively.
Under the fierce competition, the volume of the express delivery industry is serious, that is, the price war is almost crazy: some couriers said that in recent years, each order can earn less and less money. Major express delivery companies like to do low-cost activities to attract consumers. For example, in the graduation season of colleges and universities, the price war is particularly fierce.
Among them, factional struggles are also surging, and behind them are giants holding capital.
First of all, Ali logistics matrix: Shentong, Baishi, Tong Yuan, Zhongtong and so on. All have shares in Ali. Meanwhile, at the end of March, it was reported that Ali would acquire Dayun. While constantly strengthening the control of Sitong Yida Express Company, Ali also constantly integrates his younger brother and strengthens centripetal force:
Last year, Cainiao launched Danniao Logistics, which integrated many regional distribution companies such as Dong Jun Logistics, Vientiane Logistics, open sesame Logistics and Sheng Bang Logistics, and positioned itself as B2C warehouse distribution business of lifestyle supermarket.
However, in Ali Department, the younger brothers are all seriously involved and don't want to kill each other all the time: Billion Power reported that when Wang Shusong worked as the second-level agent of Zhongtong in a certain area of Guangzhou, the person in charge of the area did not hesitate to propose that he planned to achieve a few percent of the local market, encroaching on the share of Tong Yuan, Baishi and Dayun, and finally let them "get out" of South China.
"The ultimate goal of Sitong is to destroy each other." In his view, "it is cruel and realistic.
JD.COM, Suning and other giants build their own logistics, and always send a sniper signal to Ali Logistics. According to JD.COM's financial report, as of June 30, 2020, Jingdong Logistics has operated more than 750 warehouses, including Yuncang District managed by Jingdong Logistics, with a total warehouse area of about 6,543,800 square meters.
This year, JD.COM banned Shentong, which was a close combat between the giants: at the end of July this year, at the JD.COM Investment Forum, JD.COM issued an announcement to the effect that the contract between JD.COM Open Platform and Shentong Express expired. The above-mentioned logistics service carriers will not be found by the merchants on the delivery list of the system after August 3, 20201.It is suggested that the merchants switch the courier suppliers in time to avoid affecting the normal delivery.
E-commerce giants attack each other, trying to eat each other, while filling in the shortcomings:
Take SF Express as an example, it has always taken the high-priced and high-quality service route, and also extended its hand to the low-priced market: Pinjun Express was taken over by SF Express, and then the low-priced business "Wang Feng Express" was launched, trying to get a slice of the low-priced business line.
On the other hand, JD.COM is busy increasing its trunk line capacity: on August 6th, JD.COM acquired Cross Express. The strength of Jingdong Logistics is landing, and the shortcoming is the insufficient development of trunk transportation capacity. Cross-border express has been deeply cultivated in trunk network for a long time: cross-border express mainly focuses on air freight business and is a direct business model. According to official data, there are all-cargo charter planes 13 and freight cars17,000.
At the same time, the giants have reached out to the last piece of cake: sinking the market.
Let's talk about JD.COM first. Faced with the growth point of the sinking market, JD.COM played the card of "Public Mail Express".
Zhong You Express is an affiliated express brand of Jingdong Logistics. It was officially launched in March this year, focusing on sinking the market and transporting 3kg small pieces and e-commerce parcels.
Today, Zhong You Express has established and owned more than 180 distribution centers, more than 1500 trunk lines, more than 4,700 vehicles and 10000 tripartite cooperation outlets, achieving 99% of the country's four-level address coverage, and realizing system docking and face-to-face mutual recognition with Jingdong Logistics.
It can be said that JD.COM is full of energy in the sinking market.
But Ali mainly played the card of Crickbird, aiming at all postal services in JD.COM.
West Bird Logistics has always been called "rookie village", and it is the vanguard of Ali's layout of sinking logistics, focusing on building rural smart logistics and creating a * * * distribution model of "unified distribution processing, unified transportation and distribution, unified terminal stations, unified service standards and unified information system".
On April 22 this year, Zhongtong and Dayun took a stake in Hangzhou Xiniao Logistics Technology Co., Ltd., which means that the rookie has further overweight in the sinking market.
Even if an intruder enters, Tongda Department can turn the gun and "expel" the polar rabbit first, but it is of no help to the cruel logistics rivers and lakes: it is doomed to be a battle of success or failure.
Extreme rabbit's future: no victory means everything.
Can polar rabbits fight their way out in heavy encirclement?
Can be said to be running away.
In fact, this kind of situation is the last thing Extreme Rabbit wants to see: You know, Extreme Rabbit has never publicly acknowledged its close ties with Pinduoduo, and maintained a distant relationship with it in front of the media, just afraid of Ali and other e-commerce: after all, Pinduoduo is a thorn in the side and a thorn in the flesh for Ali, who is making a special edition of Taobao. E-commerce fights, logistics pays the bill: shielding the other party's logistics is a normal operation.
Before this, there were rumors that Polar Rabbit might join Ali camp at the same time-after all, the best result for Polar Rabbit is to join Ali rookie camp like Tongda Department, with Pinduoduo's "dad" on the left and Ali's "michel platini" on the right, and everyone is happy. Today, however, before he came to become sworn brothers with Tongda, he was attacked by a group of four links.
This is not difficult to understand: as shown in the above analysis, Extreme Rabbit invaded the four outlets on a large scale, and many franchisees of Tongda Department also joined Extreme Rabbit. In this case, if Ali takes Extreme Rabbit under his control, it is not difficult to imagine the choice of franchisees-they all switched to Extreme Rabbit Express. For the Tongda department, this is unwilling to see it anyway.
Therefore, Tongda will probably put pressure on Ali while banning the extreme rabbit franchisees: for Ali, there is obviously no need to offend his own Tongda system because of an extreme rabbit.
Therefore, for the polar rabbits, they can only fight alone, one fighting a group: how long the polar rabbits can last under the crazy money burning depends entirely on how long the funds behind the blood transfusion can last. If the capital chain is broken, it can be said that all previous efforts have been in vain.
Perhaps, for the extreme rabbit and those franchisees who don't hesitate to burn money, the current state should reflect the old saying: no victory at all means everything.