湖南懷化的水果利用電商銷售渠道，銷往全國(guó)的總量連年翻番。昔日“爛在樹(shù)上無(wú)人問(wèn)津”的水果，如今隨著一批物流企業(yè)下沉至三四線城市甚至農(nóng)村，開(kāi)始享受“走出去”的紅利。
The fruits of Hunan Huaihua use electricity supplier sales channels, and the total sales to the country doubled. The fruits of the old "rotten on the trees and no one cares" are now enjoying the dividend of "going out" as a group of logistics enterprises sink to the third and fourth-tier cities and even rural areas.
湖南懷化，是著名的水果之鄉(xiāng)，從2015年開(kāi)始通過(guò)電商銷售農(nóng)副產(chǎn)品和水果以來(lái)，通過(guò)前幾年掀起的網(wǎng)上購(gòu)物熱潮，幾乎所有物流公司都早已聚集在這里，但商品往往運(yùn)進(jìn)去容易，運(yùn)出去難，尤其是水果這樣貨值不高但分量不輕的大件，此前并不受青睞。但隨著京東、阿里等互聯(lián)網(wǎng)巨頭和傳統(tǒng)物流公司的進(jìn)入，這樣的煩惱正慢慢減少。
Hunan Huaihua, a famous fruit town, has been selling agricultural and sideline products and fruits through electronic merchants since 2015. Almost all the logistics companies have gathered here through the online shopping boom in the past few years. But goods are often easy to get in and out, especially fruits, which are not of high value but not light weight. The big pieces were not popular before. But with the entry of Internet giants such as Jingdong and Ali and traditional logistics companies, such worries are slowly diminishing.
對(duì)于這些物流企業(yè)而言，下沉市場(chǎng)不僅有大量尚待挖掘的人口紅利，更有物流藍(lán)海。
For these logistics enterprises, the sinking market not only has a large number of unearthed demographic dividends, but also the blue sea of logistics.
農(nóng)村電商的變局
Transformation of rural electricity providers
麻陽(yáng)冰糖10斤25.8元，懷化現(xiàn)摘黃桃每5斤39元……作為水果之鄉(xiāng)，湖南懷化最近兩年借助互聯(lián)網(wǎng)電商銷售渠道，形成產(chǎn)地直銷的模式，憑借低于市場(chǎng)價(jià)50%的價(jià)格優(yōu)勢(shì)，這里銷往全國(guó)的水果總量每年都保持了翻番的增長(zhǎng)勢(shì)頭。
Mayang rock candy 10 jin 25.8 yuan, Huaihua now pick yellow peach every 5 jin 39 yuan...... As the hometown of fruits, Huaihua, Hunan Province, in the last two years, has formed a mode of direct selling from producing areas by means of Internet e-commerce sales channels. With the price advantage of 50% below the market price, the total amount of fruits sold here has doubled every year.
“從2015年開(kāi)始參加一些電商平臺(tái)的農(nóng)村產(chǎn)品展銷活動(dòng)，一直發(fā)展到今天，在采收旺季，我們最高輸出量能達(dá)到上千萬(wàn)斤。”湖南某電子商務(wù)科技有限公司負(fù)責(zé)人舒興華告訴記者，以冰糖橙為代表，互聯(lián)網(wǎng)平臺(tái)幫助他們打開(kāi)新的銷售渠道，讓他們從五年前的“水果爛在樹(shù)上，無(wú)人采摘”，一直發(fā)展到最近兩年的銷量太高運(yùn)不出去。在去年11月的冰糖橙銷售季，他們?cè)庥隽苏鎸?shí)的“爆倉(cāng)”，面對(duì)十斤、二十斤的大件，快遞公司不是不愿意接就是“接不過(guò)來(lái)”。物流在這個(gè)四五線縣城內(nèi)成了阻礙電子商務(wù)發(fā)展的短板。
"From 2015 to participate in a number of e-commerce platform of rural product sales activities, has developed to today, in the harvest season, our maximum output can reach tens of millions of jin." Shu Xinghua, director of an e-commerce technology limited company in Hunan, told reporters that the Internet platform, represented by Bingtang orange, helped them to open up new sales channels, so that they from five years ago, "rotten fruit on trees, no one picked," has developed to the last two years sales too high to go out. In November of last year, they encountered a real "warehouse explosion", in the face of ten catties, twenty catties of large items, express companies are not willing to accept or "can not accept." Logistics has become a barrier to the development of e-commerce in this four or five line county seat.
“其實(shí)懷化是個(gè)交通運(yùn)輸路線相對(duì)發(fā)達(dá)的地級(jí)市。在我們縣城聚集了一大批快遞公司，競(jìng)爭(zhēng)很激烈。”在當(dāng)?shù)貍鹘y(tǒng)物流負(fù)責(zé)人看來(lái)，在當(dāng)?shù)匚锪鞲?jìng)爭(zhēng)一直很激烈，但過(guò)去主要集中在“中小包裹”的運(yùn)輸上。“三四線城市的日常消費(fèi)對(duì)電商的需求度和依賴度很高，尤其在貿(mào)易輕紡類，這也催生了當(dāng)?shù)卮罅靠爝f公司的誕生和發(fā)展。”這位負(fù)責(zé)人坦言，受體制靈活性的限制，傳統(tǒng)快遞的業(yè)務(wù)就沒(méi)有了優(yōu)勢(shì)，“在縣城，各家快遞公司能靈活合作，壓低價(jià)格。”但如今，他們要面臨的是一種新的競(jìng)爭(zhēng)格局——向外輸出為主的大件包裹市場(chǎng)，過(guò)去，這個(gè)市場(chǎng)由于成本高，利潤(rùn)低等原因，很少有中小快遞公司愿意介入。但隨著京東，德邦等加入，三四線、甚至農(nóng)村市場(chǎng)的大件物流或迎來(lái)一輪洗牌。
"In fact, Huaihua is a prefecture level city with relatively developed transportation routes. We have gathered a large number of express companies in our county town, and the competition is fierce. In the view of the local traditional logistics officials, the local logistics competition has been very fierce, but in the past mainly concentrated in the "small and medium package" transportation. "The daily consumption of the third and fourth-tier cities has a high demand and dependence on the merchants, especially in the trade of light textiles, which also gave birth to the birth and development of a large number of local express companies." The person in charge admitted that the limitations of flexibility, the traditional express delivery business has no advantage, "in the county, express companies can be flexible cooperation, lower prices." But now, they are facing a new competitive pattern - export-oriented large package market, in the past, because of high costs, low profits and other reasons, few small and medium express companies are willing to intervene. But with the entrance of Jingdong, Debang and others, large-scale logistics in the third and fourth lines, even in the rural market, may usher in a reshuffle.
大玩家進(jìn)入從價(jià)格戰(zhàn)開(kāi)始
Big players enter the price war.
過(guò)去，冰糖橙價(jià)格最低時(shí)5斤水果的定價(jià)只有9.9元，還包郵，農(nóng)民壓低的除了種植收入，還有物流成本，因此到了每年銷售旺季時(shí)，愿意承運(yùn)的物流企業(yè)往往只剩下幾家。
In the past, when the price of Bingtang orange was the lowest, the price of 5 jin of fruit was only 9.9 yuan, and it was also mailed. Farmers depressed not only the planting income, but also the logistics cost. Therefore, in the peak season of sales every year, only a few logistics enterprises were willing to carry.
但隨著扶貧政策的落實(shí)，電商銷路的打開(kāi)，從冰糖橙到當(dāng)?shù)仄渌N類的水果輸出量出現(xiàn)急劇上漲，這個(gè)市場(chǎng)也開(kāi)始受到行業(yè)內(nèi)“真正”關(guān)注。
But with the implementation of the poverty alleviation policy, the opening of e-commerce market, from ice-sugar orange to other local fruit exports have risen sharply, this market has begun to receive "real" attention within the industry.
快遞為主的小件市場(chǎng)體量目前在千億左右，品牌已經(jīng)呈現(xiàn)出了高度集中化，但在大件物流市場(chǎng)，一些傳統(tǒng)物流企業(yè)盡管占據(jù)了不小的市場(chǎng)份額，但遠(yuǎn)沒(méi)有達(dá)到壟斷程度。
Express-based small parts market volume is currently around 100 billion, the brand has shown a high degree of centralization, but in the Large-piece logistics market, some traditional logistics enterprises, although occupying a considerable market share, but far from monopoly.
今年年初，從集團(tuán)拆分獨(dú)立運(yùn)營(yíng)的京東物流悄然將目光轉(zhuǎn)向了三、四線城市的新興大件物流市場(chǎng)。相對(duì)一二線城市，這里物流產(chǎn)業(yè)環(huán)節(jié)依然落后，但電商業(yè)務(wù)卻將在這里迎來(lái)新一輪蓬勃發(fā)展，因此改造這里的物流行業(yè)對(duì)巨頭有足夠的吸引力。
At the beginning of this year, Jingdong Logistics, which was separated from the group and operated independently, quietly turned its attention to the emerging large-scale logistics market in the third and fourth-tier cities. Relative to the second-tier cities, the logistics industry here is still backward, but the e-commerce business will usher in a new round of vigorous development here, so the transformation of the logistics industry here has enough appeal to the giants.
“讓京東成為社會(huì)物流基礎(chǔ)設(shè)施提供商”，今年6月劉強(qiáng)東提出的物流戰(zhàn)略，同時(shí)他提出要將物流成本控制在5%以內(nèi)，1個(gè)月后，京東物流分布在三四線城市的銷售人員逐步加大在對(duì)物流運(yùn)輸有旺盛需求的農(nóng)業(yè)、水果業(yè)的推廣——提出從倉(cāng)儲(chǔ)、打包，運(yùn)輸一攬子的物流服務(wù)計(jì)劃，同時(shí)附贈(zèng)物流數(shù)據(jù)分析支撐。“
"Let Jingdong become a provider of social logistics infrastructure," Liu Qiangdong proposed logistics strategy in June this year, while he proposed to control logistics costs within 5%, a month later, Jingdong logistics distribution in the third and fourth line city sales staff gradually increase the demand for logistics in agriculture, fruit industry promotion- The logistics service plan of warehousing, packaging and transportation package is put forward, and the logistics data analysis support is provided. "
從采摘地運(yùn)貨進(jìn)倉(cāng)是很復(fù)雜繁重的物流環(huán)節(jié)，很多物流企業(yè)一般都不會(huì)接這樣的單。企業(yè)都必須自建物流團(tuán)隊(duì)。”在一位行業(yè)人士看來(lái)，京東物流在三四線城市要打通的是全環(huán)節(jié)供應(yīng)鏈物流，以“倉(cāng)配一體化”為中心的B2C模式，同時(shí)帶動(dòng)平臺(tái)的電商業(yè)務(wù)。
Transporting goods from picking place to warehouse is a very complicated and arduous logistics link, and many logistics enterprises generally do not accept such orders. Enterprises must build their own logistics teams. " In the view of an industry insider, Jingdong logistics in the third and fourth-tier cities to break through the whole supply chain logistics, to "warehouse distribution integration" as the center of the B2C model, while driving the platform's e-commerce business.
這種新興模式進(jìn)入農(nóng)村、甚至三四線城市需要一個(gè)“市場(chǎng)教育”過(guò)程，而在此之前，價(jià)格戰(zhàn)在所難免。“京東的優(yōu)勢(shì)是統(tǒng)籌大量‘專線物流’網(wǎng)絡(luò)，這也是他們控制物流成本的關(guān)鍵。”據(jù)了解，來(lái)往于三四線與其他城市之間的運(yùn)輸網(wǎng)絡(luò)中，專線物流承擔(dān)著50%以上的運(yùn)量，他們大多由1-2人組成團(tuán)隊(duì)，靠一輛大貨車來(lái)往于固定兩個(gè)城市之間，一條專線每天能實(shí)現(xiàn)幾十噸到上百噸的運(yùn)輸量，無(wú)數(shù)條專線構(gòu)成了全國(guó)城際間的專線網(wǎng)。京東物流與這些專線網(wǎng)絡(luò)達(dá)成合作，就能降低大件物流運(yùn)輸成本。“專線物流按噸收費(fèi)，每噸在1000元上下，德邦按照公斤為單位計(jì)價(jià)，跨省價(jià)格肯定是幾倍于專線物流，而郵政物流的價(jià)格至少高出專線物流幾百元。”在一位物流業(yè)內(nèi)人士看來(lái)，競(jìng)爭(zhēng)初期，京東物流的最大優(yōu)勢(shì)還是在價(jià)格。
Price war is inevitable before this new model enters the countryside, or even the third and fourth tier cities, which requires a process of "market education". "Jingdong's advantage is to co-ordinate a large number of'dedicated line Logistics'network, which is also the key to their control of logistics costs." It is understood that in the transportation network between the Third and Fourth Lines and other cities, the special line logistics bears more than 50% of the traffic volume. Most of them are composed of a team of 1-2 people. They travel between two cities by a large truck. A special line can realize the transportation volume from tens of tons to hundreds of tons every day. Numerous special lines constitute the whole country. The intercity network. Jingdong logistics and these private network cooperation can reduce the cost of large logistics transportation. "Special line logistics charged by ton, about 1,000 yuan per ton, Debon in kilograms per unit price, inter-provincial price is certainly several times the special line logistics, and postal logistics prices at least several hundred yuan higher than the special line logistics." In the view of a logistics industry, the biggest advantage of Jingdong Logistics in the early stage of competition is the price.
繁重的變革
Heavy changes
三四線城市的大件物流出貨量正在成為行業(yè)一股新推動(dòng)力。但在業(yè)內(nèi)人士看來(lái)，在這個(gè)物流市場(chǎng)的競(jìng)爭(zhēng)不會(huì)停留在價(jià)格。“物流是個(gè)偏重的行業(yè)，前期的投入到后期的運(yùn)作，中間流程很長(zhǎng)，成本很難降下來(lái)，這也是大件物流市場(chǎng)發(fā)展緩慢的重要原因。”
The large volume logistics delivery volume of the three or four tier cities is becoming a new driving force in the industry. But in the industry view, competition in the logistics market will not stay at the price. "Logistics is a biased industry, the early investment to the late operation, the intermediate process is very long, the cost is difficult to reduce, which is also an important reason for the slow development of large-scale logistics market."
根據(jù)數(shù)據(jù)統(tǒng)計(jì)，2017年，中國(guó)社會(huì)物流總費(fèi)用12.1萬(wàn)億元，占GDP比重為14.6％。發(fā)達(dá)國(guó)家一般為6％~7％。
According to statistics, in 2017, the total cost of social logistics in China is 12.1 trillion yuan, accounting for 14.6% of GDP. The developed countries are generally 6%~7%.
面對(duì)競(jìng)爭(zhēng)，傳統(tǒng)老牌物流企業(yè)壓力不小，“每年水果運(yùn)輸高峰期就是每年的3、4月份，剩下的就是漫長(zhǎng)的淡季。”為了幾個(gè)月的旺季投入大量物流建設(shè)是否值得，是駐扎在這些地區(qū)老牌物流企業(yè)們糾結(jié)的難題。但另一邊，市場(chǎng)已經(jīng)熱起來(lái)是不爭(zhēng)的事實(shí)。據(jù)德邦快遞一位工作人員介紹，去年年底拿到百萬(wàn)級(jí)獎(jiǎng)勵(lì)的各大區(qū)銷售經(jīng)理幾乎是來(lái)自河南、華北等一二線之外的大區(qū)，根據(jù)考核指標(biāo)，這些地區(qū)的出貨量呈幾何倍數(shù)的增長(zhǎng)。
In the face of competition, the pressure of the traditional old logistics enterprises is not small, "the annual fruit transport peak period is every year in March and April, the rest is a long off-season." Whether it is worthwhile to invest a lot of logistics construction in the peak season of several months is a difficult problem for the old logistics enterprises stationed in these areas. But on the other side, the market is heating up is an indisputable fact. According to a Debang Express staff, the end of last year received a million-grade award sales managers almost from Henan, North China and other areas outside the first and second line, according to the assessment indicators, the volume of shipments in these areas showed a geometric multiple growth.
“我們將投入上千億元，如果一千億不夠，那我們就再投資幾千億。”今年5月，馬云在全球智慧物流峰會(huì)上提出加大物流投入的戰(zhàn)略規(guī)劃。隨著資本的進(jìn)入，競(jìng)爭(zhēng)一觸即發(fā)。
"We're going to invest hundreds of billions of dollars, and if that's not enough, we're going to invest hundreds of billions more." In May this year, Ma Yun proposed a strategic plan to increase logistics investment at the Global Intelligent Logistics Summit. With the entry of capital, competition is at stake.
據(jù)了解，一批快遞企業(yè)都在今年都加大了三四線城市的物流倉(cāng)儲(chǔ)建設(shè)儲(chǔ)備。在湖南懷化的麻陽(yáng)基地，當(dāng)?shù)卮笮臀锪髌髽I(yè)“以建帶租”，在今年預(yù)計(jì)會(huì)新建300畝倉(cāng)儲(chǔ)配送物流基地，同時(shí)新增2-3處2000平方米的倉(cāng)庫(kù)租賃，“冰糖橙產(chǎn)地的商戶與我們都是長(zhǎng)久以來(lái)的合作伙伴，我們也不希望因?yàn)閭}(cāng)儲(chǔ)運(yùn)能不足影響到合作。”在這家物流企業(yè)負(fù)責(zé)人看來(lái)，競(jìng)爭(zhēng)也是在倒逼傳統(tǒng)物流加快發(fā)展腳步。“德邦快遞在武漢、四川等地建立了物流園區(qū)，加大了擴(kuò)張腳步，“這些地區(qū)基本都在由進(jìn)口大區(qū)向出口大區(qū)轉(zhuǎn)變，當(dāng)?shù)靥禺a(chǎn)的農(nóng)作物、生鮮的輸出量每年都在以幾何倍數(shù)的增長(zhǎng)。因此加大物流園區(qū)建設(shè)，也是為了應(yīng)對(duì)下一輪即將開(kāi)啟的的競(jìng)爭(zhēng)。
It is understood that a number of express delivery enterprises have increased the logistics warehousing construction reserves of the third and fourth-tier cities this year. In Mayang Base of Huaihua, Hunan Province, the local large-scale logistics enterprises are expected to build a new 300 mu warehouse and distribution logistics base this year, and add 2-3 2,000 square meters of warehouse leasing, "Bingtang Orange origin merchants and we are partners for a long time, we do not want to because of inadequate storage and transportation capacity. It affects cooperation. " In the view of the person in charge of this logistics enterprise, competition is also forcing the traditional logistics to accelerate the pace of development. "Debang Express has established logistics parks in Wuhan, Sichuan and other places, and has stepped up the pace of expansion." These areas are basically changing from the import area to the export area. The output of local specialty crops and fresh food is increasing by a geometric multiple every year. Therefore, increasing logistics park construction is also aimed at coping with the next round of competition.
但與傳統(tǒng)快遞物流做法不同，2018年，京東宣布成立物流地產(chǎn)基金，通過(guò)第三方的資金來(lái)建設(shè)更多的物流倉(cāng)儲(chǔ)，以及通過(guò)共享倉(cāng)、云倉(cāng)和前置倉(cāng)庫(kù)等模式降低倉(cāng)儲(chǔ)投入成本。“未來(lái)每年、每個(gè)季度幾乎都會(huì)新建些倉(cāng)儲(chǔ)，但是會(huì)保持新建倉(cāng)儲(chǔ)和實(shí)際使用率的平穩(wěn)。”此前，華爾街對(duì)京東一季報(bào)的分析認(rèn)為，京東對(duì)物流倉(cāng)儲(chǔ)的持續(xù)投入致使其財(cái)報(bào)中EPS（每股收益）不及預(yù)期。
However, unlike the traditional express logistics practices, in 2018, Jingdong announced the establishment of a logistics real estate fund, through third-party funds to build more logistics warehouses, and through sharing warehouses, cloud warehouses and pre-warehouses to reduce warehousing investment costs. "Some new warehouses will be built almost every year and every quarter in the future, but the new warehouses and actual usage will remain stable." Earlier, Wall Street's analysis of Jingdong's quarterly results showed that Jingdong's continued investment in logistics warehousing resulted in its earnings report of EPS (earnings per share) less than expected.
在業(yè)內(nèi)人士看來(lái)，未來(lái)物流的競(jìng)爭(zhēng)更多被控制在“電商”這一源頭手中。“在電商巨頭構(gòu)建的數(shù)字供應(yīng)鏈生態(tài)里，京東和阿里一通過(guò)海量消費(fèi)訂單，反制生產(chǎn)企業(yè)，占據(jù)物流訂單的超級(jí)蓄水庫(kù)；又借助大量商品掌握互聯(lián)網(wǎng)消費(fèi)的入口，占據(jù)了物流訂單的虛擬水龍頭。大量快遞企業(yè)是自來(lái)水管角色，上游和下游在被超級(jí)電商軟控制。推進(jìn)供應(yīng)鏈高效協(xié)同。”中國(guó)物流學(xué)會(huì)特約研究員楊達(dá)卿曾對(duì)媒體這樣表示。
In the view of the industry, the future logistics competition is more controlled in the "e-commerce" this source. "In the digital supply chain ecology constructed by the giants of electronics, Jingdong and Ali, through massive consumer orders, counterfeit production enterprises, occupy the super reservoir of logistics orders; and with the help of a large number of commodities to grasp the entrance of Internet consumption, occupy the virtual faucet of logistics orders. A large number of express companies are the role of tap water pipes, and upstream and downstream are being controlled by super electric providers. Promote efficient collaboration in supply chain. " Yang Daqing, a special researcher of China logistics society, said this to the media.
轉(zhuǎn)自物流時(shí)代周刊
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