Logistics network platform
At present, there are three main participants around e-commerce logistics, namely e-commerce self-built logistics, logistics network platform and third-party express delivery (represented by three links and one access). The orientation of rookie network is logistics network platform. The rookie network mainly provides standards and plays the role of a platform, allowing social resources such as warehousing, trunk lines, distribution, and even railways, highways, and aviation to freely access the rookie platform.
Rookie uses big data to uniformly allocate and manage resources to maximize logistics efficiency. This can be seen from the overall equity distribution of the rookie alliance. The enterprises funded by Cainiao.com involve many fields such as e-commerce, express delivery and finance, including Alibaba Group, Yintai Group, Fosun Group, Fuchun Logistics, SF Express, Shentong, Tong Yuan, Zhongtong and Dayun.
Fill in the shortcomings of logistics and improve Ali ecological network
There are two main reasons for Ali to build a rookie network. One is to make up for the shortcomings of logistics, and the other is to improve the Ali ecological network. Although Ali e-commerce has achieved growth in recent years, the growth rate has been declining year by year, and Ali e-commerce is about to reach the bottleneck of development. According to statistics, in fiscal year 20 15, the GMV of Alibaba platform reached 2.44 trillion yuan, up 45% year-on-year; By fiscal year 20 18, the GMV of Alibaba platform reached 4.8 trillion yuan, with a growth rate of only 28%. Therefore, as early as 20 12, Ali began to upgrade the e-commerce platform. In order to enhance the image of the platform, Taobao Mall was renamed Tmall Mall.
(Note: The fiscal year in Alibaba's financial report refers to the period from April of 1 year to March of 1 year. )
Although Ali has upgraded in business flow, logistics can't keep up and become the biggest pain point. In the past, although the prices of the partners of "three links and one access" were relatively favorable, the service quality still lagged behind those of enterprises such as Jingdong Logistics and SF Express. According to statistics, in 20181month, the complaint rate of jingdong logistics was only 9. 12%, far exceeding the "three links and one access" enterprises. With the continuous upgrading of e-commerce platform, consumers pay more attention to service quality, and logistics obviously plays an important role in consumers' consumption experience. Therefore, Ali laid out the rookie platform and improved the logistics service shortcomings of the e-commerce platform.
In addition, building a rookie network in Ali can not only improve the level of logistics services, but more importantly, improve Ali's entire ecological network. At present, Ali "Taobao+Tmall" has obtained customer business flow data, and "Alipay+Ant Financial" has obtained customer cash flow data. From the point of view of supply chain data integrity, if the rookie obtains the logistics data, it can realize the integration of three streams and improve the database of the whole ecosystem.
Although e-commerce platform and financial platform can obtain most of the user's data, the logistics data of non-e-commerce components under the platform are not controlled by them, and the logistics data of non-e-commerce platform also includes customer information, such as name, address, delivery time, etc., and the amount of these data is not small.
Ali's front-end scale advantage helps rookie take off all the way
Rookie is based on Ali's genes, mainly to tap its own platform value and use its partners' logistics capabilities to serve third-party merchants on Taobao and Tmall. Since the establishment of 20 13, Rookie Network has taken advantage of Ali's front-end scale advantage and continuous investment. By the first half of 20 18, the rookie logistics market had been connected to 142 cities and 3,879 warehouses, with a total storage area of 52120,000 square meters, reaching service coverage 1500 districts and counties the next day.
Judging from the order volume of the rookie network, we take Tmall Double 1 1 as an example, and we can see that the number of packages handled by the rookie network continues to increase. From 20 14 to 20 18, the logistics order volume of rookie network showed a gradual upward trend on the day of Double Eleven. 20 18 double eleven, rookie online orders reached 104 billion, up 28% year-on-year.
The three-dimensional layout of express logistics chain and the overall development of "heaven and earth linkage"
The rookie platform is intended to build an integrated logistics platform. At this stage, it has carried out in-depth cooperation with enterprises in four fields related to logistics, forming a large-scale platform operation system. At the beginning of its establishment, the rookie planned to build a data network based on the transaction and logistics information of Tmall and Taobao, called "Skynet", and build several huge storage centers in several important logistics areas distributed throughout the country, called "ground network". Finally, "Skynet" cooperates with "ground network" to carry out "heaven and earth linkage", and according to its advantages of information big data, it arranges warehousing and deploys logistics to improve the efficiency of logistics express transfer in many aspects.
Ali's strategic investment in logistics has further improved the rookie network ecology. In addition to investing in the establishment of the rookie network, Ali is still investing in mergers and acquisitions of many enterprises in the logistics field, and the cooperation between these enterprises and the rookie network will have a strong synergy. The related enterprises invested by Ali include Fosun, Intime, gooday, Quanfeng Express and Best Express.