The dispute of express mode -- network mode and warehouse allocation mode

Warehouse distribution mode: Warehouse distribution mode includes the two major business links of "warehousing" and "distribution", and the warehouse distribution mode is the logistics mode of sending goods directly from the warehouse to the customer. Logistics enterprises with integrated warehouse distribution can generally do inventory management, order processing, warehousing, distribution and other operations, representing enterprises such as Jingdong Logistics, Pinjun logistics, Suning Logistics, they mainly serve their own e-commerce platforms, shorten the delivery time of self-operated orders, and ensure the quality of service. There are also some third-party warehouse distribution enterprises, such as Xinyi Technology and Vientiane Logistics (the main business is Tmall supermarket warehouse distribution, the former focuses on warehousing, the latter focuses on distribution), Hair network, Northern Territory (the main business is to do warehouse distribution for large sellers on the B2C e-commerce platform).

Warehouse allocation mode and network express mode diagram

In summary, most third-party sellers of C2C e-commerce and B2C platforms mainly adopt the network express mode, while the self-owned products of B2C e-commerce and a small number of third-party sellers adopt the warehouse distribution mode. Take Ali and Jingdong two e-commerce giants: Taobao basically adopts the network express mode; Tmall supermarket, Miaosheng, Jingdong self-management basically adopt warehouse allocation mode; Tmall platform sellers and Jingdong platform third-party sellers according to their own distribution needs to adopt network express or warehouse distribution mode, currently mainly online express delivery.

Taobao: Non-standard products based C2C mainly use network express

Taobao, founded by Alibaba Group in May 2003, is the largest C2C comprehensive e-commerce platform in China. As of the first quarter of 2017, Taobao mobile terminal MAU (monthly active users) reached 507 million, forming a comprehensive retail circle including C2C, group buying, distribution, auction and other e-commerce models. Why Taobao sellers mainly choose online express delivery, there are mainly two reasons:

Taobao is a C2C model, Taobao sellers for most of the individual merchants, many sellers sell most of the non-standard goods, categories, small single amount, such as clothing, daily necessities, such products SKU a lot of single products, sales do not have scale, if the use of the national warehouse + landing distribution model, warehouse management and distribution is difficult.

In the development process of Taobao for decades, many platform sellers have generally established cooperative relations with network express companies, and express companies give fixed receiving time and preferential prices. This mode is convenient to operate and convenient to carry out unified national delivery.

Taobao's GMV proportion in Ali's entire network has decreased, and the average daily order volume is about 33 million. In recent years, the growth rate of Taobao GMV has gradually slowed down, and the proportion of Taobao GMV in Ali's whole network has decreased, and the proportion of Taobao GMV in 16 years has been 58.5%, a year-on-year decline of about 2.8pct. In 2016, the total order volume of Ali's entire network was 16.4 billion orders, with an average daily volume of 44.75 million orders, and the average daily volume of Taobao was about 33.02 million orders.

Tmall: standard-based dealers are super, and some scale sellers use warehouse allocation

Developed from the original Taobao mall, Tmall focuses on "quality" shopping and has 89,000 brand flagship stores, covering various categories such as clothing, shoes and bags, beauty makeup and skin care, home appliances and digital products, maternal and child toys, food and beverage. At present, the business of Tmall platform includes: third-party retail, self-operated super Tmall supermarket, self-operated fresh Meow Fresh, Tmall Electric City, Tmall International, etc.

Tmall supermarket: Adopt warehouse distribution mode

Tmall supermarket belongs to Ali's self-operated business, selling standard products, SKU single products are few. Online supermarket sales are basically standard products, SKU single products are few, single product sales are high, Tmall supermarket SKU currently has about 50,000, with high procurement and supply chain requirements, customer timeliness requirements characteristics, is the deep water area of e-commerce, Tmall supermarket is using the "warehouse + landing" model constructed with the rookie alliance. Tmall supermarket is a B2B2C model, and the ownership of goods in the warehouse of Tmall supermarket is that of suppliers or manufacturers. The logistics mode of Tmall supermarket is to hand over the goods to professional warehousing enterprises for inventory management, which is responsible for storage, packaging and delivery, and then urban distribution through local landing distribution enterprises with strong service capabilities. From warehousing to sorting and distribution, many different company subjects and sites need to subcontract.