A Dada rider picks up the goods in a retail store.
riders deliver "hourly delivery" orders. Even though the data picture
"618" has come to an end, the fast-moving and unbreakable "instant retail" in the same city has surfaced. Recently, the battle reports of e-commerce platforms such as Hema, Dingdong Maicai, and JD.com have shown that Shanghai's "mobile orders, 1-hour delivery" orders have grown rapidly. However, on the list of core categories of instant retail, in addition to "emergency" products such as medicine, fruits and vegetables, grains, oils and other foods, this year, 3C digital, beauty, clothing and other categories have been added, among which the new mobile phones are even better. On the first day of the "618" war in JD.com, the sales of "Purchase Mobile Phones for 1 hour" increased by 15 times year-on-year.
Compared with pharmaceuticals, personal care and other products, new mobile phones may not be an imminent demand. Why pursue speed so much? A male user who has experienced the "Hour Degree" of mobile phones told reporters that last year, he tried to buy a new iPhone SE, but he didn't expect that he would be given home 30 minutes after placing an order, giving him the capital to post his friends circle as soon as possible. It is precisely because he has experienced the efficiency of "hour delivery", but now he is a little disgusted with "several delivery" and "next day delivery". He said: "Once consumption habits are developed, they will never be able to go back." No one likes to wait for
. The willfulness of the consumer side "whatever you think of" has made the giants in the instant retail track rush and the war is burning. According to industry forecasts, by 2024, the entire instant retail is expected to reach trillions of yuan, becoming a huge market equivalent to takeaway and fresh food e-commerce.
does not have the fastest, only faster
is different from the past when shipped from e-commerce warehouses. "Same City Shopping" products are shipped from supermarkets and stores around users; with the "Picking Assistant" App, the picking time for each order is as fast as 3 minutes. Since last year, Tmall has piloted "Same City Shopping" in Shanghai. Unlike in the past, products that were shipped from e-commerce warehouses, the products that were "same city shopping" were shipped from supermarkets and stores around the user to ensure that the user can deliver them within half a day on the day of placing an order.
htmlOn June 23, the reporter experienced the entire process of Tmall's "city shopping". Open Tmall on your mobile phone and find "Single City" on the homepage. After entering, you will find 10 categories including women's clothing, men's clothing, shoes and boots, beauty and personal care, medical and health, digital home appliances, etc. When the reporter sets different delivery addresses, the displayed brand and goods available for purchase will vary, depending on the inventory of supermarkets and retail stores within a few kilometers of the user's location. The reporter finally set the coordinates in Caohejing Street, Xuhui District, and placed an order for a certain moisturizer at 13:47. The system promised to place an order before 14:00 and deliver it before 21:00 on the same day. After the reporter pays, the page will show that the product will be delivered by Minhang Longzhimeng Watsons. The goods were delivered at 20:41 that day.has no fastest, only faster. As the first Shanghai online new economy company in China's instant retail stock listed on Nasdaq, Dada Group, its latest financial report shows that the fulfillment time limit for the Dada Express "instant delivery" service in 2020 is 30 minutes, that is, it takes only 30 minutes for users to place an order to receive the goods. How is the efficiency of
such as html? Xiao Li, a picker in charge of online orders at a medium-sized supermarket in Shanghai, is the last second link in the instant delivery chain. On the day when the reporter visited Xiao Li, it was the supermarket's online promotion festival. On the weekend, when users placed orders at the peak, seven or eight orders often poured in within one minute. But Xiao Li was well-trained and calmly responded. According to the guidance of the picking assistant app, he shuttled through the fresh food area, leisure area, and hot product area in the picking warehouse, taking orders, selecting products, packaging, and delivering them. He completed it in one go and handed over to the rider to pick it up. This app is one of the optional configurations of the Haibo system designed by Dada Group. It has been launched in nearly 90 large retailers such as Zhongbai Warehouse, CP Lotus, and Agricultural Industrial and Commercial Supermarket, with more than 3,600 applications deployed.
According to the reporter, there are currently many forces in the same city instant retail battlefield, including Alibaba, Meituan, JD.com, Dada, etc. JD.com mainly supports JD.com home delivery, Tmall focuses on "same city shopping", Meituan and Ele.me takeaway platforms are also leveraging offline supermarkets and launching flash purchase business. The core of the competition among these Internet giants lies in the basic capabilities of instant delivery, product selection capabilities, digital capabilities and user scale.Among them, digital capabilities include technological innovation and process transformation in key links such as logistics and distribution networks and store picking through technology empowerment. For example, although goods were shipped from retail stores near users, in the past, when online orders came, pickers usually had to run all over the place. An order with more categories usually took 30 minutes or even longer. But now, Walmart, Yonghui Supermarket, etc., which have settled in JD.com's home delivery platform, have set up exclusive picking warehouses in the store, and products sold online are used to store in advance and digitalize them. All picking is efficiently completed under the guidance of the "Picking Assistant" App, and the picking time for each order can be compressed to within 3 minutes at the fastest.
is not an emergency, but it is thought that
instant consumption has the characteristics of full customer base, full category, full demand, full scenario, etc.; in terms of delivery time, it is expected to advance to the minute level in hours, and then "orders upstairs and delivery downstairs"
In fact, the concept of same-city retail and even instant retail has entered the public's vision as early as six or seven years ago when O2O (online marketing, purchase, and reservation drive offline consumption) rose. However, at that time, instant retail was mostly linked to "emergency response" to supplement scenarios that traditional e-commerce could not reach. However, this month, Dada Group and JD Group released the 2021 real-time consumer industry report, disclosed new trends in real-time retail, which are prominently reflected in the "complete" characteristics of all customer groups, all categories, all demands, and all scenarios. The
report shows that the consumer base of instant retail covers young women to 40 years old + men, but the subdivision shows that 67% of users are women, and the majority of people aged 31 to 35 years old account for 27%, and reflects the labels of white-collar workers, married, and having children.
From the perspective of category, JD.com's top five products in Shanghai's sales are Mengniu Telunsu Pure Milk, Yili Jindian Pure Milk, Red Bull Vitamin Functional Drink, Vader Super Tough Toilet Paper, Clean Soft Toilet Paper, etc., but in addition to these categories, the growth rate of orders for jewelry accessories, computers, digital computers, mobile phones, sports outdoors and other products is above 100%. It is particularly worth noting that the proportion of "emergency-use" orders in instant retail orders this year has dropped to 23%, which means that instant retail is tearing off the "emergency" label.
From the perspective of scenarios, the proportion of delivery to "home" has dropped to 70%, and the delivery location has expanded from residential communities to administrative agencies, hotels, office buildings and other areas. In addition, the order time also shows a 24-hour all-weather feature. But what’s interesting is that 0:00, 1:00 and 2:00 are the peak orders for health medicine, pet-related and take-out food, respectively.
iResearch Consulting data shows that last year, the number of instant delivery orders in my country reached 22.84 billion, and the number of instant delivery users exceeded 400 million. All signs show that the rapid development of instant retail still has huge room for imagination in the future. According to the reporter, major e-commerce companies are currently planning "hourly delivery" businesses for 3C product repair, housekeeping and home improvement services. Even in the future, chronic disease services, traditional Chinese medicine health care, physical examinations, medical beauty, etc. can also be quickly launched. Lou Lingyan, an expert in Tmall’s urban shopping operation, revealed that in the future, instant retail is expected to support "at home fitting", that is, customers only buy one piece of clothing, but merchants send multiple sizes to test and choose at one time, or "home exchange", that is, the delivery guy delivers the clothes of each size that the user needs to replace, and completes the return process at the same time. These businesses are already brewing.
. In terms of delivery time, instant retail in hours is expected to advance to the minute level. At present, the delivery scope of instant retail based on user location is still within a range of 3 to 5 kilometers. However, with more supermarkets and even convenience stores, forward warehouses, etc. in the future, the scale effect is revealed. E-commerce algorithms have the ability to plan delivery routes closer than 3 kilometers. Even convenience stores and community supermarkets downstairs in the user may become delivery stores, which will then produce minute-level delivery of "orders upstairs and delivery downstairs". In fact, such flash delivery appeared in Shanghai last year. At 1 a.m. on April last year, a Dada order took only 5 minutes - a user placed an order of milk, and quickly sent the rider to pick up the goods in Liangyou Convenience Store downstairs of the user and delivered them to their home quickly.
Source: Jiefang Daily
