A palm-sized express delivery receipt can also become a source of income for express delivery companies and outlet owners.
Recently, a reporter from Beijing Business Daily noticed that, taking advantage of the "Double 11" to promote traffic, express companies put up small QR code advertisements for customers on face sheets, and even some express outlets took the opportunity to pick up customized face sheet advertisements. "Private work", sticking small advertisements on the express packaging.
Although the minimum advertising fee for a single express delivery order is only 0.1 yuan, the express delivery volume during the "Double 11" period was billions, which means that advertising revenue can reach hundreds of millions of yuan.
Some advertisers have revealed that the scanning rate of individual advertisements on express packaging can reach 30%.
If you want to monetize your traffic and worry about damaging the user experience, the QR code entrance seems to be full of business opportunities, but is this money really easy to make?
Face single advertisements start from 30,000 yuan
"Double 11" traffic peak, everyone wants to take a shot.
Recently, a reporter from Beijing Business Daily found that a QR code advertisement of McDonald's was printed on the express electronic face sheet of a self-operated flagship store of Logitech JD.
After scanning the code, the user can enter the McDonald's WeChat applet to receive a limited-time coupon, and then enter the store to write it off.
A practitioner revealed to a reporter from Beijing Business Daily that the types of express advertisement face sheets are divided into integrated face sheets and split face sheets.
"The integrated face sheet is an advertisement QR code printed on the electronic face sheet. This type of advertisement has a schedule on the 'Double 11', and there are about hundreds of millions of placements. The split face sheet is manually pasted on the courier, But because of its low efficiency, it has been stopped during the promotion period."
E-commerce KA customers have begun to be tempted by electronic face sheets, and to a certain extent, they are also tempted by the latter's targeted delivery features.
"At present, this type of advertising business can be accurately placed around the user's consumption and logistics data. For example, a QR code advertisement of a second-stage milk powder merchant can accurately target people who have babies who eat second-stage milk powder." The above-mentioned practitioners revealed.
According to the internal investment information provided by industry insiders, if a customer places an integrated face sheet, at least 100,000 copies are required to start. 0.1 yuan / piece.
This also means that if a customer chooses the lowest amount of delivery, the express delivery company can earn at least 30,000 yuan in revenue from the electronic face single advertisement.
The scan rate can reach 30%
The exposure traffic brought by the huge express delivery volume is indeed attractive.
Judging from the performance of last year's "Double 11", a group of data from the State Post Bureau shows that from November 1 to 16, express delivery companies across the country received a total of 6.8 billion express parcels, a year-on-year increase of 18.2%.
According to the seventh national census data released in May 2021, the national population has grown to 1.412 billion people.
According to this calculation, the number of express parcels per capita during the "Double 11" period at that time could reach 4.82.
So, how is this QR code flowing in the package printed on the face sheet?
A number of express practitioners told the Beijing Business Daily reporter that the format of the electronic face sheet is mainly fixed by the e-commerce platform, and the shipping merchants and express outlets cannot add QR code advertisements on it.
However, the reporter's investigation found that if express companies want to rely on express packaging to "take private work", there is room for manoeuvre.
In the process of market circulation, these advertising sheets that will definitely be delivered to consumers are very marketable, and even some are "popular".
According to an advertiser who cooperates with ZTO Guangdong, the ZTO integrated QR code advertisements on the ZTO have been fully contracted. If the material is done well, the scan rate can reach 30%.”
Of course, the price of a separate advertising face sticker is relatively high, at 0.2 yuan per piece.
"You only need to upload the QR code link. After the approval of ZTO, ZTO will issue it to you in its system, and finally settle according to the data." The above-mentioned advertiser said that another kind of distribution The decent list also requires users to provide advertising materials by themselves, and advertisers send them to ZTO for review, ZTO is responsible for printing, and then sent to specific outlets for pasting.
In addition to adding QR codes to electronic bills, some express outlets are also trying other ways to make money.
"We can make advertising labels and stick them on the express by hand, but the note should not be too large, 0.2 yuan per piece." A Beijing-based Jitu Express outlet owner revealed that the three outlets he is responsible for have about 20,000 votes a day. , usually around 15,000-16,000 votes.
Ad gatekeeping loopholes
Not only the outer packaging of express delivery, but also the carriage of express car, the box and electronic screen of express cabinet, WeChat mini-programs and official accounts of express companies can all take the opportunity to earn big promotion traffic dividends.
The above-mentioned advertisers also mentioned that the official account of Fengchao Express Cabinet can also be advertised. After users scan the code on WeChat to pick up the item, an article link will pop up. The price of a 1,000 advertisement exposure is about 30 yuan, and the specific transaction price depends on the day. Traffic consumption situation, "Final content review and fees of Fengchao Express Cabinet are to be called to SF Express".
However, some practitioners also mentioned to the Beijing Business Daily reporter the risk of privately placing small advertisements.
"During the 'Double 11' period, the inspection is very strict. It is recommended not to put advertisements on express packages in the near future. If you want to put advertisements on tricycles, you need to communicate with the headquarters." A staff member of YTO's branch said.
Enterprises intend to place advertisements in the pickup link, but they have to worry about the user experience and complaints caused by them.
It is understood that in August 2021, Cainiao stopped the advertising business of smart cabinets and will no longer be open, mainly because "owners often complain about advertising problems in smart cabinets".
Regarding the authenticity of the matter, as of press time, the relevant person in charge of Cainiao has not responded to the Beijing Business Daily reporter.
In July of this year, Fengchao's pickup information was exposed to the Internet investment platform advertisements suspected of being suspected of breaking the law.
Subsequently, in September, Fengchao was sued by artist Gong Jun for infringement for 1.01 million yuan for or suspected of unauthorized use of the plaintiff's name and portrait.
Prior to this, Fengchao was also involved in a dispute over the infringement of artist Wang Yibo's portrait rights through domination activities.
Regarding the QR code advertisements on the electronic face sheets, some users complained that some QR codes require personal information, and business promotions such as wealth management have also appeared, which to a certain extent also exposed the e-commerce platforms and express delivery companies in the quality control of advertisements. Vulnerability.
"At present, the "Postal Law" does not clearly stipulate that advertisements cannot be posted outside the express box, so the two-dimensional code advertisement on the face sheet must meet the requirements of the "Advertising Law"." Xu Yong, a courier professional, believes, "On the other hand, , the conversion rate of advertisements on the electronic face sheet is also questionable, more often people pick up and unpack directly, and few people will scan the QR code.”
Beijing Business Daily reporter He Qian intern reporter Guo Shengnan