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

Due to the high timeliness requirement of supermarket and the few SKU items, Tmall supermarket is suitable for efficient and professional warehouse allocation mode. At present, the annual growth rate of Tmall supermarket exceeds 300%, in the third quarter of 2016, the special warehouse of Tmall supermarket has been upgraded from 11 sub-warehouses to 19 big warehouses, and the localization operation of 11 cities has been upgraded to 31 local operations. The main warehousing enterprise of Tmall supermarket is Xinyi Technology, which has more than 30 regional distribution centers, more than 1,000 service outlets and a distribution network covering 318 cities across the country. Landing distribution enterprises include third-party distribution enterprises such as Vientiane Logistics, Vientiane began to undertake the distribution of Tmall supermarket in 2012, and the average daily distribution volume in Shanghai has reached tens of thousands of orders.

Tmall platform seller: network express + warehouse allocation model

Most sellers of Tmall platform take online express delivery, and a small number take warehouse distribution mode. Tmall sellers are mainly brand enterprise e-commerce, most sellers or the use of network express logistics model, some of the larger enterprise sellers (such as Li Ning, Jack and Jones) take the national warehouse model, and then the regional distribution company will quickly send the goods to the hands of customers, the current mainstream warehouse model has "child mother warehouse" and "parallel warehouse" two.

Some Tmall sellers choose to adopt the warehouse allocation model, mainly for the following three reasons:

This type of business has a large scale and will be divided into warehouses before the storage, which can share the pressure of warehouse management, order processing pressure and delivery pressure, especially in peak hours such as e-commerce promotion.

Merchants pursue high timeliness, shorten the average distribution distance, improve the distribution time and improve customer satisfaction through warehouse allocation mode.

The SKU types of goods of merchants are few, but the storage volume of a single product is large, even if the storage cost is higher, but the quantity is used to share the warehouse allocation cost.

The average daily order volume of Tmall supermarket is about 600,000, and the average daily order volume of Tmall is about 11 million. According to the research data, the average daily order volume of Tmall supermarket is about 600,000, which is equivalent to the volume of dozens of offline large supermarkets, and this part is all warehouse distribution mode orders. In addition to the single volume of Tmall supermarket, it can be estimated that the remaining single volume of Tmall platform is about 11 million.

Jingdong: Self-operated products, some third-party sellers use warehouse matching

Jingdong has two business models: one is a self-run model, and the other is a third-party model (Jingdong POP platform). Jd.com now accounts for about 57% of the overall business. The vast majority of Jingdong's self-operated business is to directly sign direct sales contracts with manufacturers, Jingdong purchases directly with manufacturers and suppliers, enters Jingdong's warehouse, and is directly distributed by Jingdong. The third-party model is mainly based on investment. Third-party sellers sell goods through JD platform, and JD is responsible for platform supervision and service.

Jingdong self-support: all adopt the warehouse allocation model

Jingdong self-owned products are all distributed through Jingdong self-established logistics. In 2007, Jingdong obtained the first financing and began to build a logistics system with one warehouse, and Jingdong Logistics began to develop. Jingdong's warehousing and distribution system is axle type, strong self-control, the whole of China is divided into 7 regions, the establishment of 7 logistics centers, each big warehouse has its own service radius, and finally form a three-dimensional logistics network layout of three levels (central warehouse, large warehouse, end). Therefore, Jingdong can achieve time-sensitive delivery services such as "211" limited time reach and "extremely fast reach".

Jingdong Open Platform (Jingdong POP) : The network model is mainly

Jingdong POP platform refers to the sales platform provided by Jingdong to third-party sellers. The POP platform is divided into four major models - FBP/LBP/SOPL/SOP. FBP stands for Fulfillment By POP, where sellers rely entirely on JD.com for both sales and delivery. LBP refers to Logistics By POP, that is, the seller entrusts the logistics service to Jingdong, and Jingdong issues the invoice to the consumer; SOPL refers to the Sale On POP&Logistics By POP, similar to the LBP model, but invoiced by the seller to the consumer; SOP refers to Sale On pop, where sellers sell goods on JD.com. Sellers pack consumer orders daily and deliver them by themselves or by express. Sellers issue invoices to consumers.

Most of the sellers of POP platform do not use Jingdong's logistics services, but use social network delivery services. Jingdong POP open platform adopts an open way for merchants to settle in. There are many types of POP merchants and many sales categories, and the commodity supply chain of most sellers is a typical non-standard supply chain. Therefore, most sellers of POP platform do not use Jingdong's logistics service, but use social network express service. Jingdong's overall daily volume is 4.35 million, Jingdong's self-support daily volume is about 2.5 million, and Jingdong POP is about 1.85 million. According to the proportion of GMV of Jingdong self-operated and POP platform, Jingdong self-operated orders are about 2.5 million orders, all of which are warehouse placement orders, while Jingdong POP is about 1.85 million orders, of which we estimate 70% are network express and 30% are warehouse placement orders.