Author | Li Bo
Editor | Li Bo
Home appliances, as an important part of Chinese family life, are witnessing the times. At the same time as it changes, it has also become a supermarket with a volume of over 100 billion, and a new retail and supply chain model is also panoramically displayed in front of us.
With the rapid development of the e-commerce industry, the online sales rate of large-volume items such as home appliances has increased significantly. Last year, my country’s B2C home online shopping market (including The scale of mobile terminal has reached 576.5 billion yuan, a year-on-year increase of 17.51%. The home appliance logistics distribution market has a bright future, and it has gradually become fashionable for home appliances to be delivered to consumers’ homes by express delivery. The development of large-scale home appliance logistics is showing the trend of "three modernizations", namely socialization, personalization and intelligence.
1. Socialization
According to relevant research reports, it is expected that the e-commerce channel penetration rate of major home appliances will reach 55%. The demand for large-scale online shopping has contributed to the rapid growth of large-scale e-commerce logistics.
Therefore, at a time when the market share of small express delivery has been basically divided up, the field of large home appliance logistics with almost no market and huge room for development has become an industry blue ocean. Some home appliance delivery The company has begun to develop, and express delivery and e-commerce logistics giants that are undergoing comprehensive transformation are also accelerating their deployment in this field.
Suning has launched an integrated warehousing and distribution service for major appliances in logistics services. SF Express has also reached strategic cooperation with Midea, Hisense and other home appliance companies in logistics and distribution; Ali has already A few years ago, a total investment of HKD 2.822 billion (approximately RMB 2.213 billion) was made in Haier's RiRiShun Logistics, and the two parties joined forces to develop home appliance logistics services; and logistics companies such as Tongda Department and Debon have also come online one after another. A series of related home appliance logistics product services.
One of the important signs of the maturity of large-scale logistics companies, mainly home appliances, is socialization. They can break out of their own "one-third-of-an-acre land" and create socialized large-scale home appliance logistics. The enterprise is the key to the problem, and RiRiShun Logistics is a good example.
RiRiShun started as Haier Group’s home appliance logistics company. It has gone through three stages of “corporate logistics – logistics enterprise – ecological enterprise” and is committed to becoming a leader in the field of large-scale home appliance logistics. Leader, the leader of socialization.
In 2014, 85% of RiRiShun's revenue came from Haier Group, but by 2018, only 30% of RiRiShun's revenue came from Haier Group. RiRiShun has established cooperation with external companies such as Cainiao and Xiaomi, and its service targets have expanded from within the company to outwards.
It can be seen from the 2019 financial report that RiRiShun provides Tmall with full-process logistics services such as warehousing, drying, distribution, installation and repair, and online home appliance business. The year-on-year growth was 8%. In addition, RiRiShun also provides value-added services for socialized home appliances to Xiaomi, Galanz, etc., resulting in a year-on-year growth of 35% in the socialized home appliance business.
However, the socialization process of RiRiShun Logistics, which has the background of Haier Group, is not smooth. Haier's brand image can bring effective support to RiRiShun Logistics, but it can also become an obstacle to the socialization of RiRiShun Logistics. After all, other home appliance brands compete with Haier. They are more worried about the leakage of corporate data and are unwilling to share their user data with Haier. For now, non-Haier home appliance brands are still outside the RiRiShun logistics system.
But in any case, the socialization of RiRiShun Logistics is good news for home online shopping, because there is currently no mature and professional major home appliance logistics company on the market. Logistics bottlenecks have also been hindering the development of home online shopping.
The logistics of major home appliances is fully open to the society, which will eventually enable millions of merchants to reduce supply chain costs and improve circulation efficiency.
Major Appliances Logistics is proud of its integrated delivery and installation and professional installation, which truly allows sellers to have no worries, and also helps manufacturers solve the logistics problems of major appliances such as heavy weight, easy to be damaged, slow delivery, high cost and many service demands. Service challenges provide opportunities.
Recently, RiRiShun is about to launch an IPO. This is a major event in the large home appliance logistics industry and marks the beginning of RiRiShun Logistics Society. success.
Socialization is a key to success not only for large-scale logistics, but also for other logistics. Previously, JD Logistics was indeed very popular, but it had been making a lot of money but not much money. As JD.com opens its logistics to society and manufacturers, it has greatly increased revenue, thereby reducing costs and making profits.
In the development process of large-scale logistics brands, openness and breakthroughs are important reasons for its success. They are the starting point for adapting to the trend of the times, carrying out strategic changes, and embracing it with a more open attitude. Only external enterprises can provide vitality for the development of large-scale home appliance logistics. This is also true. As the socialization of major home appliance logistics continues to accelerate, more and more consumers have begun to add home appliances and other large-ticket items to their online shopping lists.
2. Personalization
Under the market trend of increasingly fine division of labor, the direction of development of major home appliance logistics is Specialization and personalization. The original logistics model that focused on the delivery speed, efficiency and installation experience of single products has been difficult to adapt to the development of the times. In the era of the Internet of Things, users' needs for personalization are increasing day by day, and personalized services will become the next stage of user experience upgrades.
With the transformation of operating models, services are no longer traditional after-sales repairs, or online retail model purchase consultation, logistics distribution, return and exchange experience, etc. content. In addition to the "on-appointment delivery, integrated delivery and installation" service, deeper and wider personalized services should also be provided.
The development prospects of large-scale express delivery are compared with small-scale express delivery. The first test of large-scale express delivery is service capabilities. As competition factors such as network and timeliness gradually converge in the future, high-quality personalized services are gradually becoming the focus of competition in the large-scale express delivery industry.
At the same time, unlike ordinary product logistics, large-scale home appliance logistics has many requirements for the warehousing, transportation, loading and unloading of products because most of them contain sophisticated electronic devices. more and higher requirements. Logistics for large appliances includes the installation and debugging process after the products are delivered to the home. The complex operation and difficulty of distribution mean the need for professional and personalized services.
Home online shopping has great market prospects, but logistics hinders the rapid development of this market. In this case, RiRiShun and Ande Logistics The personalized development of professional major home appliance logistics companies represented by the company has not only opened a window for e-commerce, but also brought new development opportunities to the home appliance industry.
Personalized service is reflected in the last mile and in the service personnel who enter the home. Therefore, it is necessary to improve the safety awareness, installation skills, and service levels of front-line installers, further enhance the door-to-door service experience, and bring the terminal delivery and installation service of large appliances to a new level. Therefore, operators, operating tools, and network systems are all the core of personalized services. resource.
Major appliances are special, large and heavy, with diverse shapes, valuable and fragile. It is essential to provide warm and personalized services based on user scenarios and user needs. . And by interacting with the real needs of users, creating solutions with stakeholders and continuously iterating, we can achieve the evolution of ordinary users into lifelong users.
For major home appliance logistics, delivery and installation are no longer the end of the service, but the starting point.
For example, RiRiShun Logistics not only provides users with a scene experience of "synchronized delivery and installation of large appliances, just once", but also provides customized appliance cleaning, aldehyde removal, etc. Services; door-to-door service based on demand, using high-temperature and high-pressure steam cleaning technology to clean air conditioners, refrigerators, washing machines, water heaters, range hoods and other major appliances; at the same time, professional formaldehyde removal technology is used to detect and remove formaldehyde to provide a fresh and safe living environment.
Logistics is never just about transportation. The demand for logistics services is diversified and multi-level. The logistics of large home appliances demonstrates this to the extreme. For example, RiRiShun Logistics has also created a scenario ecological chain group for fitness, home furnishing, smart home services, and convenient travel to provide users with full-process personalized scenario logistics solutions, provide value-added services to consumers, and allow all parties to gain value. share.
Transform the traditional "delivery" from the end of the service to the starting point of the service. Subsequently, we can sense the personalized needs of users through the touch point network and promote all links to provide services based on user needs. Customized scene solutions.
From a long-term perspective, only logistics companies with professional and personalized core capabilities can meet the various needs of home appliance companies and consumers for major home appliance logistics services. Personalized service innovation will bring new changes to major home appliance logistics.
Under the general pattern of domestic big cycle and domestic and international double cycle, we will integrate the ecological resources of the entire network, continue to create a new logistics model for large home appliances, and provide users with innovative and Personalized scenario solutions provide users with a new scenario service experience that coexists speed and temperature, which is the key to the transformation from traditional logistics to modern logistics.
3. Intelligentization
Future logistics, whether it is large-scale or small-scale logistics, must be based on technology. Basic logistics must be logistics guided by intelligence. This is already common knowledge in the industry, and intelligence has become the inevitable direction for the transformation of the logistics industry.
The openness and specialization of home appliance logistics, or socialization and personalization, require technology to drive and support behind the scenes. For example, the current hot development of artificial intelligence can improve logistics efficiency and enhance logistics openness; for example, through big data mining and analysis, inventory can be optimized and personality added.
Logistics features such as automation, intelligence, controllability, and networking can quickly connect with personalized and diversified consumer demands to achieve precise matching of supply and demand. , thereby greatly saving manpower, logistics, and time costs, improving efficiency, and improving the service level of the entire industry.
With the continuous breakthroughs of new technologies such as artificial intelligence and the Internet of Things, the logistics industry is facing new challenges and new opportunities. The Industrial Internet will be the largest after the mobile Internet. Development opportunities, and new technologies represented by AIoT will have a huge impact on logistics development concepts and operating models. In addition, in the era of the Internet of Things, the development of information technologies such as big data and 5G will create more application scenarios, and the intelligentization of logistics automation will also usher in a new iteration.
However, it is difficult to make the logistics of large-scale home appliances intelligent, and its business characteristics make it more difficult to apply related technical equipment. The reason is that compared with small express delivery, home appliances such as refrigerators, air conditioners, and water heaters, fitness equipment such as treadmills, and elliptical machines, and travel tools such as electric vehicles require automated and unmanned operations due to their large size and vulnerability. Make a greater effort.
The benchmark enterprise for large-scale home appliance logistics is going smoothly every day. It has an early layout, a high starting point and a large investment in the field of intelligent logistics. It has built the first intelligent unmanned warehouse for large-scale logistics in the country. . This unmanned warehouse is not only the first in the industry to use a number of intelligent equipment such as panoramic intelligent scanning stations, joint robots, and gantry picking robots, it also adopts artificial intelligence technologies such as visual recognition and intelligent control algorithms.
In the unmanned warehouse, in addition to a large number of leading intelligent equipment, it also has a "smart brain" - the scene logistics ecological cloud platform.
Under the command of this "brain", all intelligent equipment is managed as a three-dimensional digital twin, and eight core systems obtain all operational data to achieve intelligent operation and matching in all links.
New initiatives bring new experiences. RiRishun Logistics integrates 7 black technologies into the "unmanned" smart warehouse. AGV can plan the optimal path from a path grid composed of tens of thousands of points in 0.1 seconds; joint robots can improve palletizing efficiency 80%; the panoramic intelligent scanning station increases the accuracy of cargo information collection and matching to 100%; the automatic three-dimensional warehouse stacker realizes fully automatic loading, unloading and moving of large customized pallets; the gantry picking robot realizes the industry's first non-standard Mixed coding scenarios for large goods; digital twins allow the entire process of big data to be controlled; skeletal robots can effectively reduce workers' labor burden by more than 50% and improve production efficiency.
Intelligence is the core competitiveness. Through technology empowerment, RiRiShun Logistics intelligently upgrades all aspects of large-scale logistics, providing customers with high-end solutions across all links and scenarios. High-quality and warm bulk logistics services.
Use new technology to ensure stable, accurate and good personalized services, achieve better interaction with customers through new technology, discover and feedback customer needs through technology applications, and achieve personalized services. At the same time, we also use new technology to The application of intelligent logistics will ensure that enterprises can reduce costs and increase efficiency. Intelligentization will be the strategic layout of large-scale home appliance logistics based on future judgment.
Behind the transformation and innovation of large-scale home appliance logistics, it is inseparable from the continuous drive of intelligent technology, and it is also inseparable from the unremitting pursuit of experience and efficiency. Intelligence will shape a new picture of the future home appliance logistics industry after the reconstruction of people, goods, and sites.