On October 27, during Tmall Double 11 pre-sale period, Tmall and Cainiao jointly announced that in the next three years, consumers will purchase large electrical appliances and home decoration products such as wardrobe, bed, washing machines, etc. on Tmall, and will achieve 100% "one-on-door and free delivery".
, a three-year leading plan for large-scale logistics, is quite meaningful. Delivery and delivery services for electrical appliances, furniture, home decoration and other products have always been a difficult problem in the industry. This move will not only improve consumer experience, increase merchants' service capabilities and business opportunities, but will also enter the "moat" of JD.com and , consolidating the e-commerce advantages of Taobao and Tmall.
Tmall and anime teamed up to solve the pain points of the industry
Large-scale delivery seems to be a low-frequency service, but in fact the demand is very large.
It is reported that the current market size of electrical appliances and home decoration products in the country exceeds 5 trillion yuan, of which Taobao and Tmall are the number one platform for electrical appliances and home decoration consumption. Data shows that in the past year, 267 million consumers have purchased electrical appliances and home improvements on Tmall. In the first 10 months of this year, consumers have bought more than 24 million beds, more than 22 million sofas, and more than 18 million dining tables and chairs on Taobao and Tmall.
is different from online shopping for small items. When consumers buy large items, they have higher certainty requirements for delivery services, but there are always six major pain points that are difficult to solve: slow timeliness, random charges, frequent door-to-door visits, damaged products, difficult returns, and difficult handling of old goods, which affects consumers' purchasing experience and consumption decisions.
At the same time, merchants also have many pain points: most brands do not have the ability to build self-built and deliver service, but currently third parties in the market often do not have a unified service standard for seeking services, resulting in poor consumer feeling and high merchant capital loss.
In order to solve the pain points of consumers and merchants, Tmall and Cainiao have quietly planned the "one-time home delivery, free delivery" service since 3 years ago. After three years of hard work, the service has now covered 300 cities across the country. Tmall hopes to spend another 3 years to cover of this service in 2,800 counties across the country to create the best-experienced electrical and home decoration product delivery network in China.
"I think it's so good, this is our real pain point." Zhang Qunfeng, founder of furniture brand Genji Wooden Language , admitted that he used to rely on a single master, with uneven levels and no logistics node information, so he had to rely on manual inspection. The workload was very large. Now a rookie has special master training and digital capabilities, and clearly informs where the goods are, where the master is, and whether the customers have collected it. In addition, he can quickly organize and mobilize many vehicles and masters during the big promotion. It is very flexible and elastic, "bringing us certain services."
"3-year leading plan" widens the gap
For a long time, large-scale logistics services have been unsatisfactory. The delivery process of home appliances, furniture, and home furnishings is often more complicated. Sometimes the washing machine is delivered, but the installation master cannot make an appointment. It took many geniuses to come to install it. Sometimes the bed is delivered, but I found that there are few parts and I have to come to the door again.
Compared with ordinary express delivery, large-scale logistics services are a problem all over the world. Even in European and American countries where logistics is very mature, such delivery and delivery services are very difficult, and there is no universal delivery and delivery network. Therefore, the network and services that Tmall and Cainiao are going to build are a leading innovation.
This is why they only announced today after working silently for 3 years and achieved a breakthrough from 0 to 1.
As the official logistics of Tmall's large-scale products, Cainiao has opened self-operated collection and distribution centers in industrial bases such as Foshan , Ganzhou , Chaozhou , and Chaozhou . It was the first to implement the "fixed shuttle bus" model, which shortened the receipt time of consumers in 70 cities by 2-3 days.
In the last mile delivery and installation process of , Taobao and Tmall and Cainiao have established a team of self-operated delivery and delivery masters, and have achieved standardized operations in advance, cleaning and protection, door-to-door delivery, integrated delivery and packaging, and the completion rate of one delivery and installation reached 98%. The feedback from consumers and merchants is very good.
Zhang Qunfeng mentioned that since his cooperation with Cainiao, the store service rating system has reached 4.95, and the absolute satisfaction of follow-up consumers is as high as 94%.
Although Tmall and Cainiao have reached the best level in home appliance distribution and home decoration distribution, Tmall and Cainiao have not stopped there. In the next three years, Cainiao will establish a team of 10,000 people to provide end-of-term delivery masters, so that large-scale logistics services can be guaranteed with more certainty and achieve the goal of the lowest damage rate in the industry and the highest digital level in the industry.
Double 11 Cainiao increased 100,000 people to deliver goods to the door
In contrast, JD.com, which regards logistics as a "moat", has lagged behind in large-scale logistics.
On the one hand, JD.com's large-scale logistics services mainly cover standard products such as home appliances, and have almost not yet been implemented in categories such as furniture and home furnishings. Even for home appliances, JD.com often can only deliver them to the door, and some of them are separate. Compared with "free and integrated delivery", the experience is poor.
This time, Taobao has captured JD.com's home appliances as a core category. As a logistics company with its core capabilities, it can cause many associations. In fact, JD.com's logistics advantages are no longer as good as those in the past. Many consumers complain that JD.com will no longer deliver goods to their homes, but at the same time, Cainiao is constantly increasing its door-to-door delivery efforts.
As early as a few years ago, Cainiao began to build its own direct logistics services, and the effect is gradually emerging. Currently, the door-to-door delivery and half-day delivery rate of , Tmall Supermarket, is comparable to that of JD.com, and it has the confidence to achieve "door delivery, and if you don't get it, you will have to pay."
, the "cainiao direct delivery" service can not only be enjoyed by consumers in Tmall supermarkets, but also enables the consumer experience of Tmall International . At present, 80% of Cainiao bonded warehouses have been connected to Cainiao direct delivery. It can be seen that whether it is daily consumption, international or large-scale logistics, the services jointly created by Taobao, Tmall and Cainiao are surpassing JD.com.
This year, Tmall Double 11, Cainiao has added 100,000 short-term employment to ensure door-to-door delivery, which not only improves consumer experience, but also provides flexible employment positions. It has launched the "Presale Speedy Delivery" service for pre-sale products on Double 11 for three consecutive years, placing the pre-sale products in advance in the forward warehouse closest to consumers. When consumers place orders in the early morning, they can receive the goods early in the morning.
Editor: Yue Yanlin
