Editor | Li Bo
As an important part of China's family life, home appliances have become a supermarket with a volume of over 100 billion while witnessing the changes of the times, and a brand-new retail and supply chain model is also unfolding in front of us.
With the rapid development of e-commerce industry, the online sales rate of a large number of household appliances has greatly increased. Last year, the online shopping market of B2C home appliances in China (including mobile terminals) reached 576.5 billion yuan, a year-on-year increase of 175 1%. The logistics and distribution market of household appliances has a bright future, and it is becoming fashionable for household appliances to be delivered to consumers' homes by express delivery. In the development of large household appliances logistics, there is a trend of "three-oriented", that is, socialization, personalization and intelligence.
I. Socialization
According to relevant research reports, by 2020, the penetration rate of e-commerce channels will reach 55%, and the demand for large-scale online shopping has promoted the rapid growth of large-scale e-commerce logistics.
As a result, at the moment when the market share of small express delivery is basically divided, the field of home appliance logistics with almost blank market and huge development space has become the blue ocean of the industry, some home appliance distribution companies have begun to develop, and the comprehensive transformation of express delivery and e-commerce logistics giants have also accelerated their layout in this field.
Suning launched the integrated service of home appliance warehouse distribution in logistics services, and SF also reached strategic cooperation with household appliance companies such as Midea and Hisense in logistics distribution. A few years ago, Ali invested 2.822 billion Hong Kong dollars (about 2.2 22. 1.3 billion yuan) in Goodall Logistics, a subsidiary of Haier, and the two parties jointly provided home appliance logistics services. Logistics companies such as Tongda Department and Debon have also launched a series of related home appliance logistics products and services.
Socialization is one of the important signs of the maturity of large-scale logistics enterprises mainly based on household appliances. Establishing a socialized household appliance logistics enterprise is the key, and Goode Logistics is a good example.
Gooday started with Haier Group's home appliance logistics, experienced three stages of "enterprise logistics-logistics enterprise-ecological enterprise", and devoted itself to becoming a leader in the field of large-scale home appliance logistics and a leader in socialization.
In 20 14, 85% of Goodday's income came from Haier group, while in 20 18, only 30% of Goodday's income came from Haier group. Gooday has established cooperation with external enterprises such as rookie and Xiaomi, and its clients have expanded from inside to outside.
As can be seen from the financial report of 20 19, gooday has provided Tmall with full-process logistics services such as warehousing, drying, distribution, assembly and maintenance, and the online home appliance business has increased by 8% year-on-year. In addition, gooday also provides value-added services for socialized home appliances such as Xiaomi and Galanz, which makes the socialized home appliance business grow by 35% year-on-year.
However, under the background of Haier Group, the socialization process of gooday logistics is not smooth. Haier's brand image can bring effective support to Goodyear's logistics, but it will also become an obstacle to Goodyear's logistics socialization. After all, other home appliance brands are competitive with Haier. They are more worried about corporate data leakage and are unwilling to share their user data with Haier. At present, non-Haier home appliance brands are still wandering outside gooday's logistics system.
However, the socialization of Goodday logistics is good news for home grid purchase, because there are no mature and professional home appliance logistics enterprises in the market at present, and the logistics bottleneck has been hindering the development of home grid purchase.
The logistics of home appliances is open to the society in all directions, which will eventually make millions of businesses reduce the cost of supply chain and improve the circulation efficiency. The integrated delivery and professional installation that home appliance logistics prides itself on really makes sellers feel at ease, and also provides opportunities for manufacturers to solve the problems of home appliance logistics services such as "heavy weight, easy breakage, slow delivery, high cost and many service demands".
Recently, Goodday will rush to IPO, which is a major event in the logistics industry of household appliances, marking the success of Goodday logistics socialization.
Socialization is not only a large-scale logistics, but also other logistics, and it is also a magic weapon to win. Previously, jingdong logistics was really huge, but it has been making money but not making much money. As JD.COM opened its logistics to the society and manufacturers, it greatly increased its income, thus reducing its cost and making profits.
In the process of brand development of large-scale logistics, openness and breakthrough are the important reasons for its success, and they are the starting point for adapting to the trend of the times and making strategic changes. Only by embracing external enterprises with a more open attitude can we provide vitality for the development of large-scale household appliance logistics. In fact, it is also the case. With the acceleration of the socialization of home appliance logistics, more and more consumers begin to add large items such as home appliances to the online shopping list.
Second, personalization.
Under the market trend of finer division of labor, the development direction of household appliance logistics is specialization and personalization. The original logistics mode that pays attention to the speed, efficiency and installation experience of single product distribution has been difficult to adapt to the development of the times. In the Internet of Things era, the personalized needs of users are increasing day by day, and personalized service will become the next stage of user experience upgrade.
With the change of operation mode, service is no longer the traditional after-sales maintenance, or the content of online retail mode such as purchase consultation, logistics distribution and return experience. In addition to the "integrated door-to-door" service, we should also provide deeper and wider personalized services.
The development prospect of large-scale express delivery compared with small-scale express delivery, the first test of large-scale express delivery is service ability. With the gradual convergence of competitive factors such as network and timeliness in the future, high-quality personalized service is gradually becoming the focus of competition in large express delivery industry.
At the same time, unlike ordinary product logistics, the logistics of large household appliances has more and higher requirements for product storage, transportation, loading and unloading because most of them have sophisticated electronic equipment. Household appliance logistics includes the installation and debugging process of products after entering the family. Its complicated operation and difficult distribution mean that professional personalized service is needed.
The prospect of home grid purchase market is huge, but logistics hinders the rapid development of this market. In this case, the personalized development of professional home appliance logistics enterprises represented by Goodyear and Ande Logistics not only opens a window for e-commerce, but also brings new development opportunities for the home appliance industry.
Personalized service, embodied in the last mile, is embodied in the service personnel who enter the house. Therefore, it is necessary to improve the safety awareness, installation skills and service level of front-line installers, further enhance the door-to-door service experience, and upgrade the home appliance terminal distribution service to a new height. Therefore, operators, operating tools and network systems are the core resources of personalized service.
Household appliances are special, large and heavy, diversified in appearance, expensive and fragile, so it is very important to provide personalized service with temperature according to user scenarios and user needs. And through the interaction with the real needs of users, we will create solutions with stakeholders and iterate constantly to realize the evolution from ordinary users to lifelong users.
For home appliance logistics, delivery and installation is no longer the end of service, but the starting point of service.
For example, gooday Logistics not only provides users with the scene experience of "synchronous delivery and installation, only once", but also provides customized services such as home appliance cleaning and aldehyde removal; Provide on-site service as required, and use high-temperature and high-pressure steam cleaning technology to clean air conditioners, refrigerators, washing machines, water heaters, range hoods and other household appliances; At the same time, professional in addition to formaldehyde technology is used to detect and remove formaldehyde, providing a fresh and safe living environment.
Logistics has never been just handling, and the demand for logistics services is diversified and multi-level. The logistics of household appliances shows this to the extreme. For example, Gooday Logistics has also built an ecological chain group of scenes such as fitness, on-site service, smart home service and convenient travel, providing users with personalized scene logistics solutions throughout the process, providing value-added services to consumers and allowing all parties to share value.
Change the traditional "delivery" from the end of service to the starting point of service, and then perceive the personalized needs of users through catenary, and promote each link to provide customized scene solutions around user needs.
In the long run, only logistics enterprises with specialized and personalized core competence can meet the needs of home appliance enterprises and consumers for home appliance logistics services. Personalized service innovation will bring brand-new changes to home appliance logistics.
Under the general pattern of domestic circulation and dual circulation at home and abroad, the key to the transformation from traditional logistics to modern logistics is to integrate the ecological resources of the whole network, constantly create a new logistics model for household appliances, provide users with innovative and personalized scene solutions, and provide users with a brand-new scene service experience with speed and temperature.
Third, intelligence.
The future logistics, whether large-scale or small-scale, must be based on science and technology and intelligent-oriented, which has been recognized by the industry, and intelligence has become the inevitable direction of logistics industry transformation.
The openness and specialization of home appliance logistics, or socialization and personalization, all need technology to drive and support behind the scenes. For example, the currently booming artificial intelligence can improve logistics efficiency and enhance logistics openness; For example, through the mining and analysis of big data, inventory can be optimized and personality can be increased.
Logistics is characterized by automation, intelligence, controllability and networking, which can quickly meet personalized and diversified consumer demand and achieve accurate matching between supply and demand, thus greatly saving manpower, logistics and time costs, improving efficiency and improving the service level of the whole industry.
With the continuous breakthrough of new technologies such as artificial intelligence and Internet of Things, the logistics industry is facing new challenges and opportunities. Industrial Internet will be the biggest development opportunity after mobile Internet, and new technologies represented by AIoT will have a great impact on logistics development concept and operation mode. In addition, in the Internet of Things era, the development of information technologies such as big data and 5G will give birth to more application scenarios, and logistics automation and intelligence will also usher in a new iteration.
The intelligent logistics of household appliances is more difficult, and its business characteristics make the application of related technical equipment more difficult. The reason is that compared with small express delivery, household appliances such as refrigerators, air conditioners, water heaters, fitness equipment such as treadmills and elliptical machines, and travel tools such as electric vehicles need to make more efforts to achieve automation and unmanned operation because of their large size and easy damage.
Gooday, a large-scale home appliance logistics benchmarking enterprise, has built the first intelligent unmanned warehouse in China with early layout, high starting point and large investment in the field of logistics intelligence. Unmanned warehouse is not only the first in the industry to focus on the application of panoramic intelligent scanning station, articulated robot, gantry picking robot and many other intelligent devices, but also adopts artificial intelligence technologies such as visual recognition and intelligent control algorithm.
In the unmanned warehouse, in addition to a large number of leading smart devices, there is also a "smart brain"-the scene logistics ecological cloud platform. Under the command of this "brain", all intelligent devices are managed by three-dimensional digital twins, and eight core systems obtain all operating data to realize intelligent operation and matching of all links.
New initiatives bring new experiences. Good Logistics puts seven black technologies into the "unmanned" intelligent warehouse, and AGV can plan the optimal path from the path grid composed of tens of thousands of points within 0. 1 second; Articulated robot can improve palletizing efficiency by 80%; Panoramic intelligent scanning station improves the accuracy of cargo information collection and matching to100%; The automatic three-dimensional warehouse stacker realizes the automatic loading and unloading of large customized pallets and the transfer of warehouses; The gantry picking robot realized the first scene of non-standard large goods mixed code in the industry; Digital pairing makes big data controllable throughout the process; Bone robot can effectively reduce the labor burden of workers by more than 50% and improve production efficiency.
Intelligence is the core competitiveness. Gude Logistics intelligently upgrades all aspects of bulk logistics through technical empowerment, providing customers with high-quality and temperature-sensitive bulk logistics services with full links and full scenarios.
With new technology to ensure stable, accurate and good personalized service, through new technology to achieve better interaction with customers, through the application of technology to tap and feedback customer needs, to achieve personalized service, but also through the application of new technology to ensure enterprises to reduce costs and increase efficiency, intelligence will be the strategic layout of household appliances logistics based on future judgment.
Behind the reform and innovation of household appliances logistics, it is inseparable from the continuous drive of intelligent technology and the unremitting pursuit of experience and efficiency. Intelligentization will shape the new prospect of home appliance logistics industry in the future after reconstructing people, goods and fields.