Keywords: logistics mode; Self-built logistics system; third part logistics
E-commerce is the product of the combination of electronic information technology and business activities, and it is also the guarantee of logistics information transmission, and logistics distribution is an important link to realize e-commerce. China's logistics industry started late and has a small scale, and the lag of logistics distribution has become a bottleneck restricting the development of e-commerce in China. JD.COM Mall was originally developed from 3C products. Using the Internet as a direct selling channel can reduce the number of intermediate sellers, speed up the circulation of goods, help enterprises deliver goods to end customers as soon as possible, and also reduce the waiting time of customers. Thus established its own logistics system, that is, self-built logistics system and the combination of self-built logistics system and third-party logistics.
First, self-built logistics system.
Headquartered in Beijing, JD.COM Mall has set up branches in North China, East China, South China, Southwest China and Central China in Beijing, Shanghai, Guangzhou, Chengdu and Wuhan, and logistics centers in all places are established by leasing warehouses. Its distribution is based on a first-tier city and then covers the surrounding areas. This model is similar to other e-commerce models, but the difference is JD.COM. The system, performance and after-sales service of COM are better than other models. For example, JD.COM Mall has three logistics centers (warehouses) in Beijing, Shanghai and Guangzhou. Each logistics center covers different cities, and the goods purchased by consumers will be delivered from the corresponding logistics center. If the consumer's receiving address is Shandong, the goods will be delivered from Beijing Logistics Center instead of Shanghai or Guangzhou Logistics Center. This can shorten the delivery time in a certain area, make it timely and fast, ensure the delivery quality, reduce the waiting time of customers, and ensure the best delivery scheme of warehousing and distribution. From the perspective of internal strength, it also saves labor costs. Employees in a region are very familiar with distribution, saving time and improving efficiency.
JD.COM Shopping Mall "2 1 1 Time-limited Delivery Area" * * covers 23 cities in China (Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Shenyang, Suzhou, Nantong, Foshan, etc.), that is, the spot orders submitted before 1 1 o'clock in the morning of the same day (take delivery from the warehouse by order) However, the spot orders submitted by Tianjin, Shenzhen and Hangzhou before 10 on the morning of the same day (subject to the order delivery time) will be delivered on the same day; Spot orders submitted before 1 1 in the evening (calculated from the time when picking is completed after the order leaves the warehouse) will be delivered before 15 the next day. And other 15 1 cities (Chongqing, Shanwei, Jieyang, Nanjing, Zigong, Yibin, etc. ) Covered by the "Next-Day Delivery" service, the spot orders submitted before 16 pm on the same day (counting from the order delivery time) will be delivered to the city where the orderer is located the next day.
The self-built logistics system of JD.COM Mall has brought huge profits and customers' trust to JD.COM, but there are also many shortcomings. Its characteristics are: 24 hours, IT system monitoring = standardized process operation +IT system alarm+quick processing by relevant departments, docking with information systems of large application providers = enjoying inventory data * * *, spot products+1 hour 34 minutes+online inquiry of the exact processing status and time of orders and 5 days after-sales service. This reflects that the advantage of self-built logistics in JD.COM Mall lies in increasing the opportunities of direct communication with customers, facilitating the market research of enterprises, and the cash on delivery credit card business has also effectively promoted the development of e-commerce logistics financial services. But at the same time, its shortcomings are: greatly reducing the professionalism of logistics team, increasing the popularity of goods, poor logistics service level, one-way logistics service, consuming a lot of logistics resources, low efficiency, and so on.
Second, the combination of self-built system and third-party logistics.
Third-party logistics distribution mode means that enterprises can't provide fast and convenient logistics services in distribution, so they outsource some or all logistics distribution business to professional logistics companies. With the help of this model, enterprises can save logistics costs and choose suitable third-party logistics according to their own needs, so enterprises have greater flexibility. JD.COM Mall chooses to cooperate with local express delivery companies to complete the distribution of goods in areas that cannot be reached by self-operated distribution. With the deepening of Internet application, JD.COM. The business camp of COM has expanded to second-tier or even third-tier cities. If you set up your own logistics or transportation company in every second-tier city in China, the cost will be at least tens of billions. At present, the profits of secondary cities are not enough to maintain the operation of logistics centers. For this reason, most B2C websites cooperate with third-party logistics to complete distribution. In addition, when distributing household appliances with high logistics costs, JD.COM also chooses to cooperate with manufacturers to reduce its own costs. For example, Haier has its own warehouse and cooperative logistics company in Taiyuan. The cooperation between JD.COM and Haier can not only make use of Haier's local popularity to promote itself, but also solve the problems of capital flow and information flow. This greatly reduces the cost of logistics and transportation, and also saves related expenses, such as warehouse construction cost and distribution service management fee, which helps JD.COM to return to its core business and focus on its own business development.
Third, other logistics modes.
In colleges and universities all over the country, some college agents are recruited to deliver express delivery to college students, teachers and other staff. College students are a huge consumer group, and their time is uncertain. The delivery time is usually during the day, but students are in class during the day. Many college doormen don't allow couriers to enter the campus, so there are some problems, such as mismatched times, students sometimes forget to bring their mobile phones, and they can't receive couriers in time. In this way, students will complain that the express delivery is not timely and can't meet their own time needs. The courier is also depressed that the students don't answer the phone and turn it off. In order to solve this problem, developing efficient agents is a service developed by JD.COM to meet the needs of specific groups. College agents can communicate with students, make appointments and deliver goods to their homes, which greatly improves the service level.
Fourthly, the problems existing in the logistics mode of JD.COM Mall.
For JD.COM Mall, adopting self-built logistics is the key to its superiority over other B2C e-commerce. However, the subsequent high order growth rate has also become a "sweet burden" for JD.COM Mall, and the logistics bottleneck still restricts the development of JD.COM Mall. Especially on "Double Eleven", Christmas and other festivals, JD.COM Mall still can't fulfill the promise of "2 1 1", and even can't guarantee "the next day", so it has been questioned and complained by consumers.
Suggestion of verb (abbreviation of verb) to JD.COM Mall
To sum up, my suggestions to JD.COM are as follows: ① Focus on the products that you are good at. There are many varieties, and failing to be professional will only increase their own logistics costs and reduce the credibility of JD.COM, such as the "children's book" incident; (2) Prepare for the holiday sales peak period in advance. The annual "Double Eleven" is the sales peak of the whole B2C e-commerce. JD.COM Mall should enter the peak early, and encourage consumers to place orders and deliver goods in advance by means of promotion and advertisement, so as to avoid the logistics peak of other B2C enterprises. This will not only help to realize the commitment of JD.COM Mall to consumers, but also help to reduce the logistics pressure. ③ The promotion time is more abundant. The special offer time of JD.COM Mall is very short, and the response time to consumers is also very short. Moreover, the "Double Eleven" will continue to be discounted on the same day and the next two days, giving consumers time to buffer and shop around. But this year, JD.COM ended its promotion activities on the day of "Double Eleven" and lost some customers. JD.COM should make good use of sales promotion to make consumers trust and retain loyal customers. ④ Continue to establish and improve the construction of local logistics centers. JD。 Self-operated logistics mode should constantly improve the establishment of logistics center, strengthen logistics distribution team, speed up the construction of logistics distribution infrastructure and improve system management. In this way, we can better respond to customers' needs quickly and fulfill our promises to customers, so as to firmly establish the brand image of low-cost, fast and authentic licensed products in the hearts of consumers. ⑤ Continuously learn and innovate the logistics distribution mode. Although JD.COM focuses on developing logistics, the development speed of logistics still can't keep up with the rapid growth of sales. JD.COM should seize the opportunity, give full play to its advantages, improve its shortcomings, and establish and strengthen its brand image.
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Logistics Mode of JD.COM Shopping Center
Logistics Mode of E-commerce JD.COM Mall
abstract of a thesis
With the popularity of the Internet, the e-commerce industry is booming. The traditional self-built distribution system, with the help of third-party logistics enterprises, postal distribution system and the combination of websites and traditional merchants, has its own advantages and disadvantages. At the same time, in the process of logistics distribution, there are also many problems such as delayed distribution, poor service level and high customer complaint rate. On the basis of analyzing the logistics distribution mode and existing problems of BtoC e-commerce, taking JD.COM Mall as an example, this paper puts forward some relevant countermeasures and suggestions to improve the effectiveness of logistics distribution.
At present, as a strategic emerging industry of 1 country, e-commerce has attracted much attention. In 2009, the number of websites in e-commerce industry maintained rapid growth. By the end of 1 2009 and February, the number of BtoC websites had exceeded 9,400, a substantial increase of 43.79% year-on-year. The rapid development of e-commerce can not be separated from the support and development of logistics industry. However, the traditional logistics distribution industry in China is extremely irregular, delivery delays occur from time to time, and customer complaints remain high, which makes logistics a bottleneck restricting the development of e-commerce.
1, the meaning of e-commerce and BtoC e-commerce
Electronic commerce (erce) refers to the use of computer technology, network communication technology, automatic control technology, database technology and multimedia technology, and the use of the Internet to communicate, effectively organize the flow of commerce and trade, and realize the electronization of the whole transaction process. According to different transactions, e-commerce can be divided into different types, such as BtoC, BtoB, CtoC, etc. Among them, BtoC is the first 1 e-commerce model in China, which is the abbreviation of BusinesstoCustomer, and refers to the electronic transaction between enterprises and consumers, that is, "online retail". It directly supplies the final customers without intermediate links, so that the final customers can enjoy preferential prices; On the Internet, you can communicate directly with customers face to face, get a deeper understanding of their needs and provide the best service.
2. Analysis of Jingdong Logistics Distribution Mode
Logistics distribution mode 1 can be generally divided into self-operated distribution mode and third-party logistics distribution mode, while the former two distribution modes in JD.COM Mall are dominant.
(1) Self-operated distribution mode
First, JD. Self-operated logistics of COM
Self-supporting distribution mode means that every link of enterprise logistics distribution is planned and managed by the enterprise itself, and a complete distribution system is established to complete the distribution tasks of the enterprise, including internal logistics and external logistics. This operation mode is beneficial to the management of the enterprise itself and can ensure the service quality.
JD.COM Mall has established its own logistics system in Beijing, Shanghai, Guangzhou and Chengdu. Because the customers in these cities are JD.COM's main customers, it has established large-scale logistics centers in these four cities. Taking East China Logistics Center as an example, JD.COM normally handles 25,000 orders every day, with a daily order processing capacity of 50,000 orders. Beijing's goods are basically delivered from JD.COM. COM own distribution team, and 1 is usually delivered on the same day or the next day. In 2009, JD.COM announced the establishment of its own courier company, and invested 20 million yuan to set up a courier company in Shanghai, hoping to establish its own distribution network nationwide. At the same time, distribution stations have been opened in seven cities: Gusu, Hangzhou, Tianjin, Shenzhen, Nanjing, Wuxi and Ningbo. And want to build a 1 logistics warehouse center next to East China Logistics Center to support the self-operated distribution mode of enterprises. Therefore, it can be seen that establishing its own logistics system and relying on its own distribution team is the preferred 1 mode in JD.COM.
It is with the support of JD.COM. JD.COM officially launched the COM self-operated distribution mode of "2 1 1 time-limited delivery" service in April of 20 10, that is, the order is placed before one o'clock every day and delivered the next day; Place an order before two or three o'clock and deliver it the next morning. Efficient service has achieved high customer satisfaction, at the same time, the order volume in JD.COM is also rising.
Second, the advantages and disadvantages of self-operated distribution
The advantages of self-operated distribution are as follows:
(1) Ensure the timeliness and safety of delivery services. China's logistics industry started late and its logistics management system is not perfect. It is difficult to find a 1 courier company with good service, high efficiency and fair charges among many courier companies. In this regard, self-operated distribution can be done very well. JD.COM can provide customers with more timely services through self-operated distribution, so as to ensure the quality of service and meet the needs of customers. Only through self-operated distribution can we complete the new service proposed by JD.COM. COM-2 1 1 limited time service. Up to now, most customers still prefer cash on delivery, and JD.COM Mall also provides this service for its users. If the third party logistics comes to help JD.COM deliver the goods, there will be unsafe factors in cash on delivery, which will be unfavorable to JD.COM. However, if JD.COM, these problems do not exist. COM own distribution team to do this service, can ensure the safety of distribution services.
(two) to ensure that the special era of business is not chaotic.
During the National Day holiday, especially during the Spring Festival, most express delivery companies will have a holiday in advance. But holidays are the peak of 1 online shopping for customers. If we only rely on the third party [secretary station:] logistics delivery, it will cause the dilemma of not being able to deliver goods. And through the self-operated distribution of enterprises, we can successfully complete the business in a special era and ensure that the business level in this period is not chaotic.
(2) Third-party logistics distribution mode
First, JD. Outsourcing logistics of COM
Third-party logistics distribution mode means that enterprises can't provide fast and convenient logistics services in distribution, so they outsource some or all logistics distribution business to professional logistics companies. With the help of this model, enterprises can save logistics costs and choose the right third-party logistics enterprises according to their own needs, which is more flexible. JD.COM Mall chooses to cooperate with local express delivery companies to complete the distribution of goods in areas where self-supporting distribution cannot be realized. In addition, when distributing household appliances, JD.COM also chooses to cooperate with manufacturers. Because the logistics and distribution cost of household appliances is very high, if JD.COM delivers the goods himself, the estimated cost will be higher than the profit. For example, the average cost of home appliances sent from Shanghai to Wuhan is above that of 400 yuan.
Second, the advantages and disadvantages of third-party logistics distribution
The advantages of third-party logistics distribution are as follows:
(1) Reduce logistics costs.
When establishing a self-operated distribution system in JD.COM, huge investment is necessary. However, if it is handed over to a third-party logistics enterprise, it can save related expenses, such as warehouse construction costs and distribution service management fees. In different cities, JD.COM can choose different courier companies according to the distribution cost, so as to achieve the lowest distribution cost and reduce the logistics cost.
(B) Let JD.COM Return to Core Business JD.COM Mall is a B2C e-commerce enterprise. However, due to the imperfection of logistics links, with the increase of orders, the processing capacity of logistics centers can't keep up with its growth rate, so JD.COM. The focus of COM will be to solve the logistics distribution. Third-party logistics distribution can help enterprises return to their core business and focus on their own business development.
refer to
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