The homogenization of logistics services has not been alleviated by the transformation and infiltration of internet plus, but has intensified. Whether it is logistics platformization, logistics integration, logistics product innovation or the application of logistics technology, the stories told by the same type of participants are getting closer and closer, and the service content launched is getting closer and closer, which makes it difficult for logistics demanders or integrated parties to choose or even lose their way. So now it has reached a critical period, and logistics personnel need to return to the road of differentiation. It's hard for you to pass others on the road. You can't refuel directly, and you can't stack it directly. You need to change the runway, create differentiation from the perspectives of user segmentation, product design, brand image, data mining, service upgrade, etc., and there may be opportunities.
Different logistics enterprises, different scales, different market segments and different teams may face different situations, but from which point to break through the bottleneck of the industry, avoid the focus of competition and establish core advantages, this is what every team must answer. Some can make a breakthrough in the industry choice of customers, and some can make a breakthrough in the internal resource integration mechanism (such as vehicles, regional networks, routing, loading and unloading, etc.). ), and some can make breakthroughs by creating new products and services, such as hanging, throwing boxes, standard logistics products and so on. The method is to start from the end, reverse deduction, start from the enterprise itself, find the goal, tap the core pain points of the company's customers and potential customers, and go deeper, maybe there will be something different.
1. The market positioning of the platform should be clear.
The market positioning of the logistics platform is the basis for attracting participants such as consignors, car owners, 3PL and special lines. What kind of value can the platform bring to participants? Why do users only choose you and not others? Basically, they are all trendy concepts, such as UBER in the logistics industry, CH Robinson in China, intelligent trading platform, transportation capacity trading platform, trunk vehicle trading platform, logistics O2O platform, the largest in China, the first in the country, the strongest in the country and so on. However, even under the same definition, the logistics platform must highlight its own characteristics, such as providing a so-called internet platform, in terms of security, service timeliness, response efficiency, shipper industry and so on.
2. Platform marketing objectives should be clear.
The logistics platform needs more B-side marketing. Different from the C-end market, we should not rely too much on personal communication and pay too much attention to the design of marketing methods and contents, while ignoring that B-end marketing needs more professional ability, integration ability, corporate public relations ability and solving ability, thus breaking the highly rational and complicated decision-making mode in B-end decision-making. In this case, the platform can't solve the complex decision-making logic of B-side through so-called subsidies, burning money, advertisements and WeChat friends. Platform enterprises also need their own strong internal strength and strong service capabilities.
3. The platform service design should be clear.
Finding a car by car and finding a car by goods are the most common service contents in the fiery highway logistics platform market. Apart from transportation capacity and goods, there is little innovation in the service content of logistics platforms. As we all know, for users of logistics platforms, finding goods and capacity is just one of many needs, which is often not a pain point or just a demand. Take the service line as an example, the shortage line is only a part, and the lack of capacity is only a part. Online freight platform enterprises need to find special lines for more pain points, such as management, funds, contacts, talents, product design and so on. Network freight platform enterprises need to rethink the service design of logistics platform, provide efficient, convenient, reliable and fast services for pain points, and keep iterating.