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創富物流何以成名大件物流?

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瀏覽:- 發布日期:2018-08-03 15:22:02【

從下單到簽收不到20分鐘,天貓“雙十一”大件物流第一單連續三年都是由創富物流完成。從最初海爾內部的物流企業, 到2013年底阿里巴巴注資打造開放物流平臺,并成為大件物流領域領先企業,創富物流是如何做到的?

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”背后的三個關鍵不同

1、車小微,低成本覆蓋所有縣域

創富物流居家大件商品送裝范圍覆蓋了全國2915個區縣,如果用傳統物流分布式倉儲思維很難實現,固定資產投入及管理成本極高。創富物流采用了“車小微”工程。2014年該工程啟動,“車小微”以眾包模式讓符合條件的社會車輛、家電服務點、物流公司注冊成為自主的經營主體,通過系統派單、車小微搶單送裝的方式,解決了電商物流中最困難的最后一公里問題。創富物流在全國擁有9萬車小微,峰值可達到7萬在線。

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、云倉儲,共享庫存支撐就近發貨

當下,分布式倉儲已成為電子商務標配,但就大件商品而言,具備全國范圍內多級倉儲以及相應專線配送體系的物流企業極少。創富物流建立了一套全網絡共享的三級分布式云倉體系,具備以下特點:一是形成了服務商倉(10個前置攬貨倉)、區域倉(5個集貨倉CDC、31個始發倉RDC)、城市倉(100個過站倉TC)的云倉布局,配合6000個大件送裝HUB庫,商家通過提前備貨,可實現次日達服務;二是實現了各級倉庫之間庫存共享,系統根據訂單就近倉庫發貨,提高配送時效的同時減少了貨物因多次中轉換裝造成的破損;三是實現了倉庫管理的智能化,通過引入無人智能倉庫、電子面單等技術,從商品入庫、上架、存取、出庫全過程都在算法指引下通過自動化設備完成,大幅提升了倉庫周轉效率和精確性。

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、大數據,促成智慧化運營

在創富物流提供給客戶超預期配送的背后,是大數據以及信息系統、物聯網技術的綜合賦能。首先,通過大數據對消費者行為的預測是實現分布式倉儲備貨的關鍵,尤其是對各網購節期間的峰值管理,以“雙十一”為例,通過預付定金訂單信息,可在活動開始前將商品準確下沉到就近倉庫。其次,基于云端的訂單(OMS)、配送(TMS)、倉儲(WMS)、APP等八個管理系統是整個物流網絡運作的保障,通過算法實現倉庫分配、配送路徑規劃、配送容量的自動化管理。最后,自動識別、GPS等物聯網技術是底層支撐,是實現無人化作業、車輛監測、訂單軌跡追蹤等智能應用的基礎。

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、系統優化用戶和商戶兩端體驗

1、用戶端執行“天龍八步”標準

在消費者體驗方面,居家大件物流與普通快遞存在本質區別。對于普通網購,消費者最關注的是配送時效,而對于家居大件商品消費者,時效只是一個基本層面,消費者更關注能否送達入戶、上門安裝、準時配送等。2016年,創富物流聯合中國標準化協會制定了首個居家大件物流全流程服務標準,包括“倉、干、配、裝、攬、鑒、修、訪”八個環節,簡稱“天龍八步”,并將消費者體驗細化為25個指標。在此基礎上,創富物流做了很多面向用戶體驗的創新,具體體現在三方面:一是預約送達,大件商品無法放入快遞柜,有些還需要安裝,所以必須要消費者簽收,創富物流提供的預約送達、夜間配送等服務提升了上班族等時間被動人群的用戶體驗;二是安裝一體化,尤其是空調等家電產品,當下配送和安裝一般是分離的,商品配送完成后還需預約安裝,創富物流提供的配送、安裝一體化服務屬行業首創;三是退貨、售后環節的優化,創富物流為商家提供公共售后服務,既降低了商家的售后成本,又消除了消費者對售后服務的顧慮。

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、商戶端接入供應鏈級服務

對商家,創富物流針對家居、家電、健身出行等不同行業,通過內部孵化的“小微”基于創富物流平臺,為商家制定專項的解決方案。以2017年“雙十一”為例,創富物流從“如何提高賣家銷量、運營策略和物流”三個層面做了16項戰略規劃。一是7倉覆蓋全國,與傳統的31倉全國覆蓋相比,時效僅差一天,但顯著降低了商家的鋪貨壓力和直銷成本;二是18個倉庫嘗試雙向覆蓋,即城市倉庫可向上一級區域倉庫反向補貨,這種模式能將商家缺貨率降低5%-10%。三是容量管控,依據每個區縣最后一公里的配送及安裝能力,控制前端用戶下單預約的應達日期,從而控制大件商品每天的送裝容量。四是建立了天樞系統,商戶可以清晰看到每個商品的出貨率、轉運率、訂單完成率等數據。此外,創富物流還在商品入庫、多倉作業、庫存下沉、電子面單、負賣等方面做了優化。

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、擴容構建大件物流生態

創富物流經歷了“企業物流、物流企業、物流平臺”三個階段,當前又在圍繞“企業平臺化、方案定制化、服務場景化”打造開放的創業平臺,并圍繞平臺構建物流生態。今年10月,創富物流發起由品牌商、服務商、物流公司、技術方、資本方參與的大件物流誠信品牌聯盟,并在聯盟宣言中作出“極速送裝、無處不達、按約發貨、超時賠付、送貨上樓、進村入戶、專業服務、免費安裝”8項承諾。在消費升級背景下,居家大件商品網購比例快速攀升,2014年以前“雙十一”淘寶天貓平臺的大件商品占比約為4%-5%,而這一數字在2016年已超過20%,行業預測,到2020年大件商品電商渠道占比將達40%。能迎接家居等大件物流品類網購市場爆發的,將是服務理念統一、行業標準互認、數據互通、資源共享的物流生態。

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.


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