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日日顺何以成名大件物流

发布日期:2017-11-10 10:03:16阅读:


       从下单到签收不到20分钟,天猫“双十一”大件物流第一单连续三年都是由日日顺物流完成。从最初海尔内部的物流企业, 到2013年底阿里巴巴注资打造开放物流平台,并成为大件物流领域领先企业,日日顺物流是如何做到的?

       It turns out that the delivery of the first bulky good order on Tmall "Double 11" shopping spree was done by Goodaymart Logistics for three consecutive years,which cost less than 20 minutes. Initially being Haier' logistics company, Goodaymart Logistics accepted Alibaba's investment and began to create its logistics system in the end of 2013, and developed to be a leading company in the bulky logistics area, how did Goodaymart make it?


一、“快”背后的三个关键不同


1、车小微,低成本覆盖所有县域

日日顺物流居家大件商品送装范围覆盖了全国2915个区县,如果用传统物流分布式仓储思维很难实现,固定资产投入及管理成本极高。日日顺物流采用了“车小微”工程。2014年该工程启动,“车小微”以众包模式让符合条件的社会车辆、家电服务点、物流公司注册成为自主的经营主体,通过系统派单、车小微抢单送装的方式,解决了电商物流中最困难的最后一公里问题。日日顺物流在全国拥有9万车小微,峰值可达到7万在线。


1. Three Key Differences behind "Fastness"

  Small vehicles, low-cost coverage of all counties. Goodaymart Logistics' delivery system of bulky household commodities covers 2,915 counties nationwide, which cannot be made possible by traditional way of distribution and storage due to their extremely high costs of fixed asset investment and management. Yet, Goodaymart Logistics launched the project of "small vehicles" in 2014, the project allows eligible social vehicles, service centers of home appliances and logistics companies to be independent business entities by means of crowdsourcing. Through random distribution of orders by the system and competition-based answering by the deliverymen, Goodaymart Logistics has addressed the problem of last-mile delivery, which is the most difficult part in terms of e-commerce logistics. For now, Goodaymart Logistics has a total of 900,000 vehicles across China, with 70,000 deliverymen online on peak.


2、云仓储,共享库存支撑就近发货

当下,分布式仓储已成为电子商务标配,但就大件商品而言,具备全国范围内多级仓储以及相应专线配送体系的物流企业极少。日日顺物流建立了一套全网络共享的三级分布式云仓体系,具备以下特点:一是形成了服务商仓(10个前置揽货仓)、区域仓(5个集货仓CDC、31个始发仓RDC)、城市仓(100个过站仓TC)的云仓布局,配合6000个大件送装HUB库,商家通过提前备货,可实现次日达服务;二是实现了各级仓库之间库存共享,系统根据订单就近仓库发货,提高配送时效的同时减少了货物因多次中转换装造成的破损;三是实现了仓库管理的智能化,通过引入无人智能仓库、电子面单等技术,从商品入库、上架、存取、出库全过程都在算法指引下通过自动化设备完成,大幅提升了仓库周转效率和精确性。

2. Cloud warehousing and sharing inventory guarantees nearest delivery. 

  At present, distributed warehousing has been the standard configuration of e-commerce, and yet in terms of bulky goods, there are few logistics companies with multi-level warehouses and corresponding distribution systems nationwide. Goodaymart Logistics has established a three-tiered cloud distribution and warehousing system, which bears the following hallmarks: First, it lays out a cloud system of supplier warehouses (10 front warehouses), regional warehouses (5 CDC warehouses and 31 RDC warehouses) and urban warehouses (100 TC transfer warehouses), which works together with 6,000 hubs for bulky goods stocked by businesses in advance, and thus overnight delivery can be guaranteed; second, different tiers of warehouses enjoy inventory sharing, which means the system will select the nearest warehouse to deliver goods based on order information, and hence the distribution efficiency has been improved, while minimizing the damage caused to the goods by repeated transshipments; third, the warehouses enjoy smart management, with the introduction of unmanned intelligent warehouse and electronic order processing technology, the commodity storage, shelving, access and delivery are all accomplished by automated equipment under the guidance of algorithm, which has substantially ratcheted up the efficiency and accuracy of the warehouse operation.


3、大数据,促成智慧化运营

在日日顺物流提供给客户超预期配送的背后,是大数据以及信息系统、物联网技术的综合赋能。首先,通过大数据对消费者行为的预测是实现分布式仓储备货的关键,尤其是对各网购节期间的峰值管理,以“双十一”为例,通过预付定金订单信息,可在活动开始前将商品准确下沉到就近仓库。其次,基于云端的订单(OMS)、配送(TMS)、仓储(WMS)、APP等八个管理系统是整个物流网络运作的保障,通过算法实现仓库分配、配送路径规划、配送容量的自动化管理。最后,自动识别、GPS等物联网技术是底层支撑,是实现无人化作业、车辆监测、订单轨迹追踪等智能应用的基础。

3. Big data makes smart operation possible. 

  The satisfactory delivery services provided by Goodaymart Logistics has been empowered and enabled by such technologies as big data, information systems and Internet of Things. First of all, the prediction of consumer behaviors by big data serves as the key to make distributed warehousing possible, especially to the peak management during shopping sprees. Take "Double 11" as an example, based on the pre-order information, goods can be accurately transported to the nearest warehouse even before the shopping spree kicks off. Secondly, eight on-cloud management systems, such as OMS, TMS, WMS and App guarantee the network operation of the whole logistics system. With the aid of algorithm, the system carries out warehouse distribution, planning of delivery path and automatic management of delivery capacity. In the end, automatic identification, GPS and other Internet of Things techniques provide bottom-line support and lay a foundation for achieving unmanned operation, vehicle monitoring, order tracking and other smart applications.



二、系统优化用户和商户两端体验


1、用户端执行“天龙八步”标准

在消费者体验方面,居家大件物流与普通快递存在本质区别。对于普通网购,消费者最关注的是配送时效,而对于家居大件商品消费者,时效只是一个基本层面,消费者更关注能否送达入户、上门安装、准时配送等。2016年,日日顺物流联合中国标准化协会制定了首个居家大件物流全流程服务标准,包括“仓、干、配、装、揽、鉴、修、访”八个环节,简称“天龙八步”,并将消费者体验细化为25个指标。在此基础上,日日顺物流做了很多面向用户体验的创新,具体体现在三方面:一是预约送达,大件商品无法放入快递柜,有些还需要安装,所以必须要消费者签收,日日顺物流提供的预约送达、夜间配送等服务提升了上班族等时间被动人群的用户体验;二是安装一体化,尤其是空调等家电产品,当下配送和安装一般是分离的,商品配送完成后还需预约安装,日日顺物流提供的配送、安装一体化服务属行业首创;三是退货、售后环节的优化,日日顺物流为商家提供公共售后服务,既降低了商家的售后成本,又消除了消费者对售后服务的顾虑。

1. Systematically Optimized User and Business Experiences.

  The customer side adopts "eight-pronged" standards. In terms of consumer experiences, there is an essential difference between logistics for bulky household goods and ordinary express delivery. For common online shopping, consumers are most concerned about delivery efficiency, while for consumers of bulky household goods, efficiency is merely a basic factor and consumers are more focused on whether they can enjoy door-to-door services, on-site installation and punctual delivery, etc. In 2016, Goodaymart Logistics, in conjunction with the Standardization Association of China, made the first service standard for the whole process of bulky household commodities logistics, incorporating "warehouse, main line transport, delivery, installation, canvassing, identification, repairing and visiting", which is abbreviated as "eight-pronged" standards, and further classify the consumer experiences into 25 indicators. On that basis, Goodaymart Logistics made extensive innovations with tangible results on such three fronts: First, on time delivery. Due to the fact that bulky goods cannot be placed in the express cabinet and some even need to be installed, thus consumers must receive the delivery on their own. Goodaymart Logistics provide such services as on time delivery and night delivery, thus making the office workers out of trouble; second, as for installation, especially in term of air-conditioners and other household electronical appliances, the present industry practice separates delivery and installation and an appointment must be made after the commodity delivery is completed. Yet, the integrated services of delivery and installation provided by Goodaymart Logistics was ground-breaking in the industry; third, the optimization of return and after-sale services. Goodaymart Logistics provides after-sale services for businesses, which lowers the after-sale costs of businesses and mitigates consumers' worry about after-sale service.


2、商户端接入供应链级服务

对商家,日日顺物流针对家居、家电、健身出行等不同行业,通过内部孵化的“小微”基于日日顺物流平台,为商家制定专项的解决方案。以2017年“双十一”为例,日日顺物流从“如何提高卖家销量、运营策略和物流”三个层面做了16项战略规划。一是7仓覆盖全国,与传统的31仓全国覆盖相比,时效仅差一天,但显著降低了商家的铺货压力和直销成本;二是18个仓库尝试双向覆盖,即城市仓库可向上一级区域仓库反向补货,这种模式能将商家缺货率降低5%-10%。三是容量管控,依据每个区县最后一公里的配送及安装能力,控制前端用户下单预约的应达日期,从而控制大件商品每天的送装容量。四是建立了天枢系统,商户可以清晰看到每个商品的出货率、转运率、订单完成率等数据。此外,日日顺物流还在商品入库、多仓作业、库存下沉、电子面单、负卖等方面做了优化。


2. Business side access supply chain services. 

  For businesses, Goodaymart Logistics crafted differentiated solutions for them based on furniture, household appliances, fitness and travels with the aid of the "small and micro businesses" incubated on their platform. Take the "Double 11" shopping spree in 2017 as an example, Goodaymart Logistics has made a total of 16 strategic plans with multiple highlights, ranging from "how to improve sales of sellers, operation strategy and logistics". First, seven warehouses cover the entire China. Compared with the traditional nationwide coverage by 31 warehouses, as efficiency lags only one day behind, it significantly allays the distribution pressure of sellers and lowered their costs of direct selling; second, Goodaymart Logistics adopts a total of 18 warehouses to achieve two-way coverage, i.e., urban warehouses can make a reverse replenishment to their upper-level warehouse, and such a model can lower the shortage rates to 5%-10%; third, capacity control. Based on the last-mile delivery and installation capacity of each region and county, they control the required delivery date of the front-end users, so as to control the capacity of daily delivery of bulky goods. fourth, a visualized system was established through which sellers can have a clear look at the shipment rate of every commodity transportation routes and order fill rate. In addition, they also made some improvements in commodity warehousing, multi-warehouse operations, downward inventory distribution, electronic orders and so on.


三、扩容构建大件物流生态


日日顺物流经历了“企业物流、物流企业、物流平台”三个阶段,当前又在围绕“企业平台化、方案定制化、服务场景化”打造开放的创业平台,并围绕平台构建物流生态。今年10月,日日顺物流发起由品牌商、服务商、物流公司、技术方、资本方参与的大件物流诚信品牌联盟,并在联盟宣言中作出“极速送装、无处不达、按约发货、超时赔付、送货上楼、进村入户、专业服务、免费安装”8项承诺。在消费升级背景下,居家大件商品网购比例快速攀升,2014年以前“双十一”淘宝天猫平台的大件商品占比约为4%-5%,而这一数字在2016年已超过20%,行业预测,到2020年大件商品电商渠道占比将达40%。能迎接家居等大件物流品类网购市场爆发的,将是服务理念统一、行业标准互认、数据互通、资源共享的物流生态。


    Goodaymart Logistics has gone through three such stages as "enterprise logistics, logistics enterprise and logistics platform". At present, they endeavor to build an open platform for entrepreneurship by on the concept of "platform-based businesses, customized programs and scene-based services", and proceed to create a logistics ecology. In October this year, Goodaymart Logistics initiated the Alliance of Trusted Logistics Brands for Bulky Commodities, joined by branded suppliers, service providers, logistics companies, technology and capital entities. In the declaration of the Alliance, they made eight promises including "speedy delivery, all-coverage delivery, punctual delivery, overtime compensations, in door delivery, village delivery, professional services and installation for free". In the context of consumption upgrading, the proportion of bulky household appliances has seen a rapid rise. Prior to 2014, the portion of bulky goods during the "Double 11" on Taobao and Tmall only accounted for 4%-5%, which exceeded 20% in 2016. According to industry projections, up to 40% of bulky goods sales will be generated online by 2020. With same service philosophy, industry standards, data exchange and resource sharing in the logistics ecology, Goodaymart Logistics is poised to serve and brace the booming online market of bulky household commodities.


转自:亿邦动力研究院


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