Instant delivery to facilitate people's life (consumption window)

  In recent years, my country's online and offline consumption has accelerated and integrated development, forming a new model of instant delivery services.

From fresh vegetables to bread and beverages, from electronic products to daily cosmetics, more and more products are delivered to consumers faster through instant delivery.

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What changes will it bring to consumers and businesses?

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The reporter conducted an interview.

  From ordering to delivery, it only takes 30 to 60 minutes——

  Consumer shopping has a new experience

  "After placing an order on a mobile phone, the goods will be delivered to your door in half an hour, which is really convenient!" Recently, Li Li, a resident of Hujialou Street, Chaoyang District, Beijing, often buys things online.

No matter if you suddenly want to drink a bottle of soda at home, or you are short of ingredients when cooking, after picking up your mobile phone and opening the APP to place an order, takeaway riders will soon deliver the goods to your door.

"Compared to going to the supermarket by myself, it saves a lot of effort."

  The end distribution from merchants to consumers is an important part of the business circulation system.

Whether the terminal distribution is smooth and efficient not only affects the circulation cost of goods, but also directly affects the consumer experience.

In recent years, with the continuous advancement of the construction of my country's commercial and trade circulation system, terminal distribution has also continued to innovate and optimize, and in the process of accelerating the integration and development of online and offline consumption, a new model of instant distribution has been born, bringing new experiences to consumers.

  The so-called instant delivery refers to a retail service method in which consumers place orders through online trading platforms, offline physical retailers receive orders online, and then execute delivery.

Under normal circumstances, instant delivery can complete the entire link from user ordering, picking and packing, to product delivery in 30 to 60 minutes.

  As a new business model, instant delivery is encouraged and supported by relevant policies.

The Ministry of Commerce and other 11 departments issued the "Guidelines for the Construction of Convenience Living Circles in Urban Quarters an Hour" last year, proposing that "the development level of online businesses such as local e-commerce and instant delivery should be taken into consideration as a whole, so as to coordinate the configuration of physical stores with the development of online businesses." The Ministry of Commerce The "Special Action Plan for High-quality Development of Commerce and Trade Logistics (2021-2025)" issued by 9 departments last year proposed to "promote intensive distribution modes such as joint distribution, centralized distribution, unified distribution, time-sharing distribution, and night-time distribution, and improve the front-end distribution. Warehouse delivery, store delivery, instant delivery, online ordering, store pickup, self-service pickup and other terminal delivery modes.”

  According to the "2021 China Instant Retail Industry Research Report" released by iResearch, with consumption upgrades, the domestic consumer market is characterized by a fast pace. During the prevention and control of the new crown pneumonia epidemic, consumers' online consumption and immediate consumption habits have gradually developed. to accelerate the development of instant retail.

  Behind the rapid development of instant delivery is the huge demand of consumers, especially young groups.

The report "Focus on Chinese Post-95 Consumer Groups" released by Accenture shows that post-95 consumers pay more attention to delivery speed. More than 50% of post-95 consumers hope to receive the goods on the same day or even half a day after shopping, and 7% of consumers hope to be able to place an order within a day. Received the item within 2 hours.

  The convenience that instant delivery brings to consumers is reflected in many aspects.

Li Li said that on a snowy night last winter, the child was accidentally scratched at home and urgently needed medical supplies such as Band-Aids, gauze and iodophor.

Li Li tried to place an order through a food delivery platform, but she did not expect the medicine to be delivered to her door ten minutes later.

  "The instant delivery service is also conducive to consumption upgrades." In the past, Li Li always had to worry about grocery shopping after get off work. "After get off work late, there are not many fresh vegetables in the community vegetable stalls; when driving to the supermarket, you have to queue for parking and checkout. It's too long." Now, she places an order on her mobile phone before returning home from get off work, and fresh vegetables are delivered to her doorstep when she gets home.

Especially during the epidemic prevention and control period, she can buy goods online and receive them through contactless delivery, which is both safe and convenient.

"You don't have to worry about grocery shopping anymore, you can have a rich and delicious dinner every day."

  Actively embrace online and increase store sales——

  Offline retail expands online channels

  "Ding! You have a new take-out order, please handle it in time." At 11:00 p.m., when she heard the system prompt for a take-out order, Guo Yue, an employee of a convenience store in Zhongguancun Street, Haidian District, Beijing, sorted the goods according to the customer's order. .

Two bottles of yogurt, a packet of melon seeds, a packet of peanuts, a box of potato chips... Just a few minutes after sorting, the delivery staff came to pick up the goods and prepared to give them to consumers.

As can be seen from the takeaway order system, it only took 19 minutes from the time the customer placed the order to the completion of the delivery.

"Night is not the peak of orders, and the delivery will be faster." Guo Yue said.

  Guo Yue has been working in this 24-hour convenience store for 3 years.

When I first started working, there was no online takeaway service in the store, and all sales came from offline.

Careful Guo Yue found that the business in the store was good during the day, but at night, especially after 22:00, there were significantly fewer customers.

  "Can we also do takeout?" Guo Yue suggested to the store manager, and got the support of the store manager.

As soon as they say it, the convenience store submits the required information through the "green channel for merchants to go online" on the takeaway platform, and it takes only a few minutes to complete the review within a few hours and start accepting orders online.

  "I still remember the first order I received was a box of beer ordered by residents in a nearby community. I was so happy that I jumped up." Guo Yue said that there are more and more online orders now, accounting for 1% of sales. About /3, nighttime orders are mainly from online.

"Especially due to the impact of the epidemic, offline sales have encountered difficulties, and online orders have helped us ease operating pressure." Guo Yue said.

  "Technological changes have brought great changes to both the production and consumption ends of the retail industry." said Jing Linbo, president of the Chinese Academy of Social Sciences Evaluation. New formats such as social e-commerce and vertical e-commerce are constantly emerging, and home-delivery models such as instant delivery and retail are booming. , to promote the accelerated integration of online and offline in the retail industry.

Offline retail actively embraces online, which not only facilitates consumers, but also converts online traffic into a new source of orders.

  The instant delivery retail model has powerfully stimulated consumption potential.

Meituan data shows that in the first quarter, Meituan’s flash sales achieved rapid growth, with orders and total platform transactions increasing by nearly 70% and more than 80% year-on-year, respectively.

In the first quarter, the average daily order volume of Meituan flash sales exceeded 3.9 million.

In this year's "618" promotion, within an hour after 20:00 on May 31, the number of users who placed orders on JD's hourly purchases increased by 650% year-on-year.

  Guo Yue said that being a good online clerk is no easier than being a good offline clerk.

How to optimize the page, which products are ranked on the homepage, and how to formulate promotion strategies are all issues that need to be seriously considered.

"But whether it's face-to-face or online, only when the service is in place can we attract more consumers."

  Keep up with consumer demand and improve distribution efficiency——

  Turn more traffic into sales

  "Instant delivery is expected to become one of the mainstream models in the retail industry." Jing Linbo believes that, as an innovative model of commerce and trade, the instant delivery retail model can better meet diversified consumer needs.

In the future, we will further improve distribution efficiency, reduce circulation costs, and strive to achieve a win-win situation in all aspects of the supply chain.

  Wang Puzhong, senior vice president of Meituan, said that the future market size of instant delivery retail is very large.

Changes in immediate consumer demand will bring about changes in the relationship between platforms, channels, and brands in the retail market.

Instant delivery should be based on local supply, focus on consumers' demand for instant delivery, and help physical retail such as supermarkets and restaurants to achieve digital upgrades.

  "Instant delivery must be efficient delivery," said Zhou Shengfu, founder of Huolala.

The ever-escalating consumer demand has put forward higher requirements for accurate, efficient and safe distribution services, which all need to be realized through data-driven and intelligent construction.

Cargo Lala empowers traditional logistics through technological capabilities, continuously improves the efficiency of cargo operation, optimizes consumer experience, and reduces logistics costs.

  "Whether it is instant delivery or non-instant delivery, only by keeping up with the ever-escalating consumer demand can we have the foundation for sustainable development." Jing Linbo said that instant delivery is expected to develop into a new consumption growth point.

Relevant departments should issue relevant policies in a timely manner, further improve industry standards, create a favorable environment for the healthy development of the instant delivery industry, and better protect the rights and interests of consumers.

  "It is not easy to obtain online traffic." Peng Jianzhen, secretary-general of the China Chain Store & Franchise Association, said that instant delivery is the need for business development, and it is also the result of the development of cloud computing, big data, the Internet of Things, and intelligent technology.

For offline merchants, instant delivery is a new business model that brings online traffic dividends.

Only by making more efforts in operation and service features can offline merchants be expected to convert more online traffic into actual sales.

  Jing Linbo said that an efficient circulation system can link production and consumption in a wider range, expand the scope of transactions, promote the deepening of division of labor, and improve production efficiency.

It is necessary to coordinate the promotion of the construction of a modern circulation system and better play the positive role of instant distribution.

Further enhance the "technological style" of instant delivery, promote smart delivery terminals such as smart takeaway cabinets into business districts, office buildings, etc., and create an intelligent delivery system that integrates people, vehicles, machines and cabinets. Contribute more to the further release of consumption potential and the promotion of consumption upgrading.

  Our reporter Wang Ke