Fengchao long rent, rookie home delivery, express last mile war upgrade

艾金融学会杨桥

AI Financial Society Yang Qiao

编辑：杨杰

Editor: Yang Jie

极兔快递麻烦，顺丰等上市快递公司发布最新业绩亏损公告，快递江湖一片腥风血雨。但其中，总会有新的故事。日前，菜鸟站推出新策略，免费送货上门。

Extremely rabbit express troubling, Shunfeng and other listed express companies released the latest performance loss, express River and lake a bloodbath. But among them, there will always be new stories. A few days ago, rookie station launched a new strategy, free door-to-door delivery.

4月15日新秀官方发帖称，官方微信称，从今天起，北上杭的淘宝和天猫包裹可以免费送货。消费者可以选择通过手机终端送货，也可以在手机应用端取自己的官方账号。目前，京沪杭三市90%以上的新秀驿站已完成服务开通。此外，广州、深圳、济南、哈尔滨等城市将逐步开放上门服务。

In April 15th rookie official post said that the official WeChat public address said that from today, the Taobao and Tmall parcel in North Shanghang can be delivered free of charge. Consumers can choose to deliver goods to the mobile phone terminal or pick up their official account on the App side of the mobile phone. At present, more than 90% of the rookie post stations in the three cities of Beijing, Shanghai and Hangzhou have completed the service opening. In addition, Guangzhou, Shenzhen, Jinan, Harbin and other cities will gradually open door-to-door service.

菜鸟说，上门服务不向用户收费。这项服务由菜鸟驿站提供，由此产生的投递费由淘宝天猫补贴。至于交货期限，当天15点之前选定的包裹可以当天交货，当天15点之后放置的包裹将在次日交货。

Rookie said that the door-to-door service does not charge users. This service is provided by rookie post station, and the resulting delivery fee is subsidized by Taobao tmall. As for the delivery time limit, the packages selected before 15 o'clock on the same day can be delivered on the same day, and the packages placed after 15 o'clock on the same day will be delivered on the next day.

但与此同时，浪潮智能橱柜也在4月15日宣布，它具有长期租赁功能，用户可以在有限的时间内无限次使用。

But at the same time, Fengchao intelligent cabinet also announced on April 15 that it has long-term rental function, and users can access it unlimited times within a limited period.

在"兵家之地"的"最后一公里"尽头，巨人之间的竞争愈演愈烈。随着快递价格战的加剧，快递网点和驿站已经承受了巨大的生存压力。新秀们的努力能否解决快递终端的困境，驿站能否依靠"补贴"完成转型，捕捉新动作？

At the end of the "last kilometer" of the "land for military strategists", the competition among giants intensified. With the intensification of the price war of express delivery, express outlets and post stations have already suffered huge pressure for survival. Can the efforts of rookies solve the dilemma of express delivery terminal, and can post stations complete the transformation and catch new moves by relying on "subsidies"?

菜鸟驿站改革"无奈"

"Helpless" reform of rookie post station

设立新秀驿站的初衷是定位在"快递集散点"。但"送货不上门"成为用户投诉频发的新痛点。

The original intention of setting up rookie post station is to locate in "express collection point". But "delivery is not door-to-door" has become a new pain point of frequent user complaints.

但事实上，菜鸟决定改变，不仅仅是为了"满足用户"。在快递业价格战愈演愈烈的情况下，菜鸟此举无疑是在为快递站和"通达"快递公司寻找出路。

But in fact, rookie decided to change, not just to "satisfy users.". In the case of the intensified price war in the express industry, rookie's move is undoubtedly looking for a way out for the courier stations and "Tongda" express companies.

新秀、京东物流、顺丰等巨头稳步瓜分的快递市场格局，由于快递公司对业务量的特殊渴求和极品兔快递的打乱，正在加速洗牌，这也使得价格战愈演愈烈。国家邮政局数据显示，从长期来看，快递业单张票价格多年来一直在下降，平均价格从2007年的28.5元下降到2020年的10.55元。

The express market pattern, which has been steadily divided up by giants such as rookie, Jingdong Logistics and Shunfeng, is speeding up the reshuffle due to the special thirst of express companies for business volume and the disruption of extreme rabbit express, which also makes the price war increasingly intensified. According to the data of the State Post Office, in the long run, the single ticket price of the express industry has been declining for many years, with the average price falling from 28.5 yuan in 2007 to 10.55 yuan in 2020.

义乌一直是每年快递价格战中最激烈的地方，今年也是如此。义乌的快递价格一度跌至每单仅80美分。近日，继冀图快递、白石快递因"低价倾销"被罚款后，单程机票价格回落至1.6元左右。

Yiwu has always been the fiercest place in the price war of express delivery every year, and it is the same this year. Yiwu's express price had once dropped to only 80 cents per order. Recently, after Ji Tu express and Baishi Express were fined for "low price dumping", the price of a single ticket fell back to about 1.6 yuan.

近日，多家快递公司公布了3月份销售数据，快递产品单票收入持续下滑。圆通快递单程票收入2.25元，同比下降11.03%；运达快递单程票收入2.19元，同比下降13.44%；申通单程票收入为2.25元，同比下降27.65%。

Recently, a number of express companies released the data of March sales, and the single ticket revenue of express products continued to decline. The single ticket revenue of Yuantong Express was 2.25 yuan, down 11.03% year on year; The single ticket revenue of Yunda express was 2.19 yuan, a year-on-year decrease of 13.44%; Shentong's single ticket revenue was 2.25 yuan, a year-on-year decrease of 27.65%.

随着快递公司单票价格的逐步下调，快递的利润率也随之降低。近两年，快递网点生存压力进一步加大，收入减少，快递员不断流失。快递专家赵晓敏曾表示，如果盲目降价，可能会导致快递网点出现"系统性危机"。

As the single ticket price of express delivery companies is gradually reduced, the profit margin of delivery is also reduced. In the past two years, the survival pressure of express outlets has further increased, the income has decreased, and the couriers are constantly losing. Zhao Xiaomin, an express expert, once said that if we blindly reduce the price, it may lead to a "systemic crisis" in express outlets.

感受到"危机"的不仅仅是末网和快递哥，还有各种快递站。

Feel the "crisis" is not only the end of the network and express brother, there are all kinds of express station.

邮局的收入通常取决于快递公司的派送费。从事终端分销行业四五年的杨燕给艾财经社举了个例子。在价格战下，各网点给快递哥的配送费为0.7-0.8元/件，其中0.3-0.4元分配给邮局。对于快递公司来说，虽然这相当于降低了快递费，但快递的终端投递占到整个运输成本的60%左右，这也意味着这将大大降低终端投递的成本。当送货费持续低迷时，也会导致收入不佳。

The revenue of the post station generally depends on the dispatch fee of the express company. Yang Yan, who has been engaged in the terminal distribution industry for four or five years, gives an example to AI finance and economics society. Under the price war, the distribution fee of the outlets to the express delivery brother is 0.7-0.8 yuan per piece, of which 0.3-0.4 yuan is allocated to the post station. For express companies, although this is equivalent to reducing the delivery fee, the terminal delivery of express accounts for about 60% of the overall transportation cost, which also means that this will greatly reduce the cost of terminal delivery. When the delivery fee is continuously depressed, it will also lead to poor revenue.

今年4月，京东和顺丰再次提速。京东快递通过与浙江长龙、中原龙豪等航空公司的合作，与中国南方航空公司、中国东方航空公司、中国国际航空公司、海南航空公司等企业合作，拓展了分散的航空资源。从4月份开始，顺丰对"时效产品"进行了升级，包括顺丰速递、顺丰速递、顺丰标准速递等。顺丰能够实现当日时效送货，覆盖191多个城市。

In April this year, Jingdong and Shunfeng speed up again. Through cooperation with airlines such as Zhejiang Changlong and Zhongyuan Longhao, Jingdong Express has expanded its scattered aviation resources in cooperation with enterprises such as China Southern Airlines, China Eastern Airlines, Air China and Hainan Airlines. Since April, Shunfeng has upgraded its "time effective products", including Shunfeng instant, Shunfeng express, Shunfeng standard express and so on. Shunfeng is able to realize the time effective delivery on the same day, covering more than 191 cities.

在杨燕看来，菜鸟站现在采取的是送货上门，最终的目标是打通从电子商务到物流，再到车站的各个环节，从而提高服务质量。

In Yang Yan's view, rookie station now adopts door-to-door delivery, and the ultimate goal is to get through the links from e-commerce to logistics, and then to the station, so as to improve the service quality.

快递业人士邱成也认为，菜鸟驿站的免费送货上门服务只是针对淘宝天猫，显然是为了提升电子商务的客服体验"另外，目前国家邮政局对驿站的性质没有明确规定，而新秀驿站也希望通过这一法案推动对'送货上门'法律法规的修改。"

Qiu Cheng, a person in the express industry, also believes that the free door-to-door delivery service of rookie post station is only for Taobao tmall, obviously to improve the customer service experience of e-commerce" In addition, at present, the State Post Office has no clear regulations on the nature of the post station, and the rookie post station also wants to promote the amendment of the legal regulations on "door-to-door delivery" through this act. "

赵晓敏认为，菜鸟驿站本身就是一个特许经营体系，而且网站有很大的自主权。进货包裹的收费也由驿站老板和快递代售点直接讨论，定价水平往往取决于他们如何玩游戏。但整个快递费定价体系是由快递公司与商家协商决定的。在价格战的环境下，终端套餐定价的空间并不大。

Zhao Xiaomin believes that the rookie post station itself is a franchise system, and the site has great autonomy. The incoming package charges are also directly discussed between the post station owner and the express outlets, and the pricing level often depends on how they play games. But the whole pricing system of express delivery fee is decided by the negotiation between express delivery companies and businesses. In the environment of price war, there is not much space for terminal package pricing.

新秀搅动快递界

Rookies stir up the express world

在"最后一公里"物流大战的尾声，菜鸟和冯超走上了不同的道路。新秀宣布送货上门，而浪潮智能柜也在4月15日宣布了长租功能。选择此功能的用户将享受"专属网格"，在限定时间内可无限访问，价格为19.9元/月。

At the end of the "last mile" logistics battle, rookie and Fengchao are on different roads. Rookie announced the door-to-door delivery, and Fengchao smart cabinet also announced the long-term rental function on April 15. Users who choose this function will enjoy a "exclusive grid", which can be accessed unlimited within a limited period of time, and the price is 19.9 yuan / month.

很多人还记得当年冯超的"加班费"风暴。如今，冯超依然走在收费的道路上，采取"长租门"，与菜鸟背道而驰。但新秀免费后，有多少用户会继续为风潮付费？

Many people still remember Fengchao's storm of "overtime charges" in those years. Now, Fengchao is still on the road of charges by adopting the "long-term rent gate", which runs counter to rookies. But when rookies are free, how many users will continue to pay for Fengchao?

对于与邮局合作的快递公司来说，菜鸟的举措也让他们"又爱又恨"。

For the express companies cooperating with the post station, the rookie's measures also make them "love and hate".

邮局可以直接完成配送工作。对于快递公司来说，可以减少快递员的数量，"直接降低绩效成本和人工成本"，"快递公司可以增加收入，与菜鸟站形成更紧密的联系"，邱说

The post station can directly complete the distribution work. For the express company, it can reduce the number of couriers, "directly reducing the performance cost and labor cost." "Express companies can increase revenue and form closer ties with rookie stations," Qiu said

但除此之外，多位接受采访的业内人士也对艾金融机构表示，结合终端菜鸟驿站的服务升级，菜鸟希望终端服务能够得到保障，提高终端服务质量，最终更好地服务天猫淘宝，尽管快递和商户的定价和支付都由快递公司主导。

But in addition, several industry personages interviewed also told AI financial agency that, combined with the service upgrade of terminal rookie post station, rookie hopes that terminal service can be guaranteed, improve terminal service quality, and finally better serve tmall Taobao, although the pricing and payment of express and merchants are dominated by express companies.

当时，新秀驿站的初衷是在快递量激增、快递员不断增加的情况下，"以体验更好、效率更高的方式实现最后一公里甚至最后100米的服务"。快递柜、驿站，原本与快递网点，是一种协作互补的关系。

At that time, the original intention of the rookie post station was to "realize the service of the last kilometer or even the last 100 meters in a way with better experience and higher efficiency" in the case of the explosion of express delivery and the increasing number of couriers. Express cabinet, post station, originally and express outlets, is a collaborative and complementary relationship.

快递终端经营困难。不仅网络运营难度加大，凤巢收费被抵制，而且这个问题也日益暴露。当新秀们也开始拿回家送的时候，巨人们在最后一英里的"战斗"，是否能让结局的问题得到解决？

Express terminals are in business difficulties. Not only is the difficulty of network operation increasing, Fengchao charges are boycotted, but also this problem is increasingly exposed. When rookies also began to take home delivery, the giants in the last mile of "fighting", whether can let the end of the problem be solved?

站长转型的难点

The difficulties of the transformation of the station masters

终端网是快递业"战略家必争之地"，但同时也是亏损业务。当驿站开始送货上门时，其功能和性质发生了巨大的变化，不可避免地要面对终端网点的问题。

The terminal network is the express industry "strategists must fight for the land", but it is also a loss business. When the post stations begin to deliver goods to the door, their functions and properties have changed dramatically, and inevitably, they have to face the problems of the end outlets all the time.

杨燕告诉艾金融社，现阶段菜鸟驿站鼓励每家驿站开门送货。如果驿站不愿意开放，网站得分低于开放的"只有淘宝和天猫的订单送到门口，才能给驿站一定的补贴。比如快递每张票6毛，结合网站的分数，最高补贴可达1.2元，其中天猫和淘宝承担0.6元，菜鸟站根据分数承担0.3-0.6元。"他说。

Yang Yan told AI financial society that rookie Posthouse encourages every Posthouse to open door-to-door delivery service at the present stage. If the Posthouse is not willing to open, the site score is lower than that of the one opened" Only when the orders of Taobao and tmall are delivered to the door, can we give certain subsidies to the post station. For example, express each ticket 6 Mao, combined with the site's score, the maximum subsidy can be up to 1.2 yuan, of which tmall and Taobao bear 0.6 yuan, rookie station bear 0.3-0.6 yuan according to the score. " He said.

但他担心，服务开通后，即使有补贴，驿站的人工成本肯定会增加。现在很多驿站都是夫妻店，收入普遍不高。在承担了劳动力和房租的成本之后，"已经没有钱了"。

But he is worried that after the service is opened, even if there are subsidies, the labor cost of the post station will certainly increase. Now many post stations are husband and wife stores, and the general income is not high. After bearing the costs of labor and rent, "there is no money left.".

艾金融来到北京市朝阳区一家新秀驿站。驿站位于小区一单元楼的拐角处。它已经开放不到两个月了。它有大约100平方米的空间。房间里有四排架子。三名工作人员正忙于快递仓储等工作。其中一名工作人员告诉艾财经，驿站原来是一个人经营，现在又多了两个人。从收货点到送货上门，"人工成本一下子增加了很多"。

AI financial agency came to a rookie post station in Chaoyang District of Beijing. The post station is located in the corner of a unit building in the community. It has been open for less than two months. It has a space of about 100 square meters. There are four rows of shelves in the room. Three staff members are busy with express delivery warehousing and other work. One of the staff members told AI finance and economics that the post station was originally operated by one person, but now it has two more people. From the collection point to the door-to-door delivery, "the labor cost has increased a lot all of a sudden.".

工作人员整理的仓库里不能存放的包裹都放在一边。他告诉AI财经，该系统不允许将这些包裹存放在仓库中，因为这些包裹是为移动终端上的送货上门而设置的。现在他们只能处理货架上仓库里存放的包裹，每天下午一次送到门口。

All the packages that can't be stored in the warehouse sorted out by the staff member are put aside. He told AI finance and economics that the system doesn't allow these packages to be stored in the warehouse because they are set up for door-to-door delivery on the mobile terminal. Now they can only process the packages stored in the warehouse on the shelf and deliver them to the door at one time every afternoon.

另一个驿站是"夫妻店"，也面临着同样的情况"方便群众，但我们增加了很多成本"邮局负责人的妻子正忙着把包裹放进仓库，她说："现在有很多包裹。两个人太忙了，不能过来。下午，另一个人会来帮忙，到了晚上，他们会集中时间把他们送到门口。"

Another post station is a "couple shop", which is also facing the same situation" It's convenient for the masses, but we add a lot of costs. " The wife of the person in charge of the post station, who was busy putting the packages into the warehouse, said, "now there are a large number of packages. Two people are too busy to come over. In the afternoon, another person will come to help, and then in the evening, they will concentrate time to deliver them to the door."

她说，新秀驿站提出新措施后，她在日常工作中又增加了一项内容，那就是筛选快件：以前顾客投诉的快件，要列入白名单，送上门；标有"送货上门"字样的快递也会被系统拒收，无法入库"现在麻烦多了。大的、白名单的包裹要送货上门，有特殊要求的要送货上门。"她也很担心，"即使会有补贴，但一个人多干一份活就要5000-6000元。补贴能支付这些人工成本吗？"

She said that after the new measures were put forward by rookie post station, she added one item to her daily work, that is, screening express: the express complained by customers before should be put on the white list and delivered to the door; The express marked with "door-to-door delivery" will also be rejected by the system and cannot be put into storage" It's a lot of trouble now. Large and white listed packages should be delivered to the door, and those with special requirements should be delivered to the door. " She is also worried, "even if there will be subsidies, but an additional person's work will cost 5000-6000 yuan. Can the subsidies cover these labor costs?"

同时，免费送货上门也增加了终端站的投诉率。

At the same time, free door-to-door delivery also increases the complaint rate of terminal stations.

在"夫妻店"驿站，如果快递有误收，且一名用户在机客服回访期间未收到快递，驿站将受到10元的处罚。一个月前，他们因投诉送上门的物品丢失，已经被罚款约4000元。现在，无论用户是在淘洗还是其他电子商务平台购物，只要没有送货上门，一旦接到投诉就会被罚款，"虽然件数越来越多，但问题也很多"驿站负责人感叹道。

In the "husband and wife shop" post station, if the express delivery has delayed receiving, and one user has not received the express delivery during the machine customer service return visit, the post station will receive a penalty of 10 yuan. A month ago, they had already been fined about 4000 yuan for complaints about missing items delivered to their homes. Now, whether users are shopping on Taoxi or other e-commerce platforms, as long as there is no door-to-door delivery, they will be fined if they receive complaints" Although there are more and more pieces, there are also many problems. " The person in charge of the post station sighed.

而对于开展上门服务的两个驿站来说，最让人担心的是，"缺件问题谁来负责？菜鸟方面尚未提出相应的理赔措施。丢失零件和投诉的责任会落在我们身上吗？"

And for the two post stations that have carried out door-to-door service, the most worrying thing is, "who is responsible for the problem of missing items? The rookie side has not yet put forward the corresponding claim settlement measures. Will the responsibility for lost parts and complaints fall on us? "

至于新秀俱乐部给予的补贴，他们还表示，从3月初开始试行上门服务。但如果上门送货需求很大，人工成本也会有很大压力。

As for the subsidy given by rookie club, they also said that door-to-door service has been tried since early March. But if there is a great demand for door-to-door delivery, the labor cost will also be a great pressure.

中小型邮政站的机遇

Opportunities for small and medium sized post stations

不知不觉中，其他中小集邮点和驿站平台悄然出现。

Unconsciously, other small and medium-sized collection points and post station platforms appear quietly.

家住北京市朝阳区的刘巴巴，回家的路上习惯在小区门口的驿站取快件，"三个快件包都直接送到小兵驿站"她说。清明节前，她的几个包裹在邮局滞留了近7天，邮局也没有额外收费。

Liu BAABAA, who lives in Chaoyang District of Beijing, is used to picking up the express at the post station at the gate of the community on his way home" All the three express packages are delivered directly to the Xiaobing post station. " She said. Before the Qingming Festival, several of her packages were stranded in the post station for nearly seven days, and the post station did not charge extra.

同样习惯在驿站收快递的柚子，最近也发现楼下的驿站并不是一个熟悉的菜鸟，而是一个"鲜花驿站"，不仅收快递，还卖鲜花。

Grapefruit, who is also used to taking express delivery at the post station, also recently discovered that the post station downstairs is not a familiar rookie, but a "flower post station", which not only collects express delivery, but also sells flowers.

此前，丰潮还推出了"智能快递柜+驿站"模式相结合的丰潮服务站。冯超还尝试借助社区积分经营新鲜电子商务。

Previously, Fengchao also launched a Fengchao service station combined with the mode of "intelligent express cabinet + post station". Fengchao also tried to operate fresh e-commerce with the help of community points.

无论是快递柜还是驿站，最后一公里终端配送在商业模式上的探索，依然没有停止。但回到菜鸟站，在邱成看来，任何一种转型都只会在经历了"痛苦期"后看到结果。

Whether it's express cabinet or post station, the last kilometer terminal distribution in the business model of exploration, still has not stopped. But back to rookie station, in Qiu Cheng's view, any kind of transformation will only see the results after a "painful period".

"会痛到死，或者以后会有新的状态。"

"It's going to hurt until it dies, or it's going to take on a new state later."

（应受访者要求，关羽、邱成、杨艳、刘芭、柚子、王珂均为化名）

(at the request of the interviewees, Guan Yu, Qiu Cheng, Yang Yan, Liu baa, pomelo, Wang Ke are all pseudonyms)

这篇文章最初是由《金融世界周刊》的一个账户——AI金融协会撰写的。未经允许，请勿通过任何渠道或平台转载。违者将被起诉。

This article is originally produced by AI financial society, an account of financial world weekly. Please do not reprint it through any channel or platform without permission. Violators will be prosecuted.

Link：https://new.qq.com/omn/20210425/20210425A01F9D00.html

update time：2021-04-25 10:39:32