湖南怀化的水果利用电商销售渠道，销往全国的总量连年翻番。昔日“烂在树上无人问津”的水果，如今随着一批物流企业下沉至三四线城市甚至农村，开始享受“走出去”的红利。
The fruits of Hunan Huaihua use electricity supplier sales channels, and the total sales to the country doubled. The fruits of the old "rotten on the trees and no one cares" are now enjoying the dividend of "going out" as a group of logistics enterprises sink to the third and fourth-tier cities and even rural areas.
湖南怀化，是著名的水果之乡，从2015年开始通过电商销售农副产品和水果以来，通过前几年掀起的网上购物热潮，几乎所有物流公司都早已聚集在这里，但商品往往运进去容易，运出去难，尤其是水果这样货值不高但分量不轻的大件，此前并不受青睐。但随着京东、阿里等互联网巨头和传统物流公司的进入，这样的烦恼正慢慢减少。
Hunan Huaihua, a famous fruit town, has been selling agricultural and sideline products and fruits through electronic merchants since 2015. Almost all the logistics companies have gathered here through the online shopping boom in the past few years. But goods are often easy to get in and out, especially fruits, which are not of high value but not light weight. The big pieces were not popular before. But with the entry of Internet giants such as Jingdong and Ali and traditional logistics companies, such worries are slowly diminishing.
对于这些物流企业而言，下沉市场不仅有大量尚待挖掘的人口红利，更有物流蓝海。
For these logistics enterprises, the sinking market not only has a large number of unearthed demographic dividends, but also the blue sea of logistics.
农村电商的变局
Transformation of rural electricity providers
麻阳冰糖10斤25.8元，怀化现摘黄桃每5斤39元……作为水果之乡，湖南怀化最近两年借助互联网电商销售渠道，形成产地直销的模式，凭借低于市场价50%的价格优势，这里销往全国的水果总量每年都保持了翻番的增长势头。
Mayang rock candy 10 jin 25.8 yuan, Huaihua now pick yellow peach every 5 jin 39 yuan...... As the hometown of fruits, Huaihua, Hunan Province, in the last two years, has formed a mode of direct selling from producing areas by means of Internet e-commerce sales channels. With the price advantage of 50% below the market price, the total amount of fruits sold here has doubled every year.
“从2015年开始参加一些电商平台的农村产品展销活动，一直发展到今天，在采收旺季，我们最高输出量能达到上千万斤。”湖南某电子商务科技有限公司负责人舒兴华告诉记者，以冰糖橙为代表，互联网平台帮助他们打开新的销售渠道，让他们从五年前的“水果烂在树上，无人采摘”，一直发展到最近两年的销量太高运不出去。在去年11月的冰糖橙销售季，他们遭遇了真实的“爆仓”，面对十斤、二十斤的大件，快递公司不是不愿意接就是“接不过来”。物流在这个四五线县城内成了阻碍电子商务发展的短板。
"From 2015 to participate in a number of e-commerce platform of rural product sales activities, has developed to today, in the harvest season, our maximum output can reach tens of millions of jin." Shu Xinghua, director of an e-commerce technology limited company in Hunan, told reporters that the Internet platform, represented by Bingtang orange, helped them to open up new sales channels, so that they from five years ago, "rotten fruit on trees, no one picked," has developed to the last two years sales too high to go out. In November of last year, they encountered a real "warehouse explosion", in the face of ten catties, twenty catties of large items, express companies are not willing to accept or "can not accept." Logistics has become a barrier to the development of e-commerce in this four or five line county seat.
“其实怀化是个交通运输路线相对发达的地级市。在我们县城聚集了一大批快递公司，竞争很激烈。”在当地传统物流负责人看来，在当地物流竞争一直很激烈，但过去主要集中在“中小包裹”的运输上。“三四线城市的日常消费对电商的需求度和依赖度很高，尤其在贸易轻纺类，这也催生了当地大量快递公司的诞生和发展。”这位负责人坦言，受体制灵活性的限制，传统快递的业务就没有了优势，“在县城，各家快递公司能灵活合作，压低价格。”但如今，他们要面临的是一种新的竞争格局——向外输出为主的大件包裹市场，过去，这个市场由于成本高，利润低等原因，很少有中小快递公司愿意介入。但随着京东，德邦等加入，三四线、甚至农村市场的大件物流或迎来一轮洗牌。
"In fact, Huaihua is a prefecture level city with relatively developed transportation routes. We have gathered a large number of express companies in our county town, and the competition is fierce. In the view of the local traditional logistics officials, the local logistics competition has been very fierce, but in the past mainly concentrated in the "small and medium package" transportation. "The daily consumption of the third and fourth-tier cities has a high demand and dependence on the merchants, especially in the trade of light textiles, which also gave birth to the birth and development of a large number of local express companies." The person in charge admitted that the limitations of flexibility, the traditional express delivery business has no advantage, "in the county, express companies can be flexible cooperation, lower prices." But now, they are facing a new competitive pattern - export-oriented large package market, in the past, because of high costs, low profits and other reasons, few small and medium express companies are willing to intervene. But with the entrance of Jingdong, Debang and others, large-scale logistics in the third and fourth lines, even in the rural market, may usher in a reshuffle.
大玩家进入从价格战开始
Big players enter the price war.
过去，冰糖橙价格最低时5斤水果的定价只有9.9元，还包邮，农民压低的除了种植收入，还有物流成本，因此到了每年销售旺季时，愿意承运的物流企业往往只剩下几家。
In the past, when the price of Bingtang orange was the lowest, the price of 5 jin of fruit was only 9.9 yuan, and it was also mailed. Farmers depressed not only the planting income, but also the logistics cost. Therefore, in the peak season of sales every year, only a few logistics enterprises were willing to carry.
但随着扶贫政策的落实，电商销路的打开，从冰糖橙到当地其他种类的水果输出量出现急剧上涨，这个市场也开始受到行业内“真正”关注。
But with the implementation of the poverty alleviation policy, the opening of e-commerce market, from ice-sugar orange to other local fruit exports have risen sharply, this market has begun to receive "real" attention within the industry.
快递为主的小件市场体量目前在千亿左右，品牌已经呈现出了高度集中化，但在大件物流市场，一些传统物流企业尽管占据了不小的市场份额，但远没有达到垄断程度。
Express-based small parts market volume is currently around 100 billion, the brand has shown a high degree of centralization, but in the Large-piece logistics market, some traditional logistics enterprises, although occupying a considerable market share, but far from monopoly.
今年年初，从集团拆分独立运营的京东物流悄然将目光转向了三、四线城市的新兴大件物流市场。相对一二线城市，这里物流产业环节依然落后，但电商业务却将在这里迎来新一轮蓬勃发展，因此改造这里的物流行业对巨头有足够的吸引力。
At the beginning of this year, Jingdong Logistics, which was separated from the group and operated independently, quietly turned its attention to the emerging large-scale logistics market in the third and fourth-tier cities. Relative to the second-tier cities, the logistics industry here is still backward, but the e-commerce business will usher in a new round of vigorous development here, so the transformation of the logistics industry here has enough appeal to the giants.
“让京东成为社会物流基础设施提供商”，今年6月刘强东提出的物流战略，同时他提出要将物流成本控制在5%以内，1个月后，京东物流分布在三四线城市的销售人员逐步加大在对物流运输有旺盛需求的农业、水果业的推广——提出从仓储、打包，运输一揽子的物流服务计划，同时附赠物流数据分析支撑。“
"Let Jingdong become a provider of social logistics infrastructure," Liu Qiangdong proposed logistics strategy in June this year, while he proposed to control logistics costs within 5%, a month later, Jingdong logistics distribution in the third and fourth line city sales staff gradually increase the demand for logistics in agriculture, fruit industry promotion- The logistics service plan of warehousing, packaging and transportation package is put forward, and the logistics data analysis support is provided. "
从采摘地运货进仓是很复杂繁重的物流环节，很多物流企业一般都不会接这样的单。企业都必须自建物流团队。”在一位行业人士看来，京东物流在三四线城市要打通的是全环节供应链物流，以“仓配一体化”为中心的B2C模式，同时带动平台的电商业务。
Transporting goods from picking place to warehouse is a very complicated and arduous logistics link, and many logistics enterprises generally do not accept such orders. Enterprises must build their own logistics teams. " In the view of an industry insider, Jingdong logistics in the third and fourth-tier cities to break through the whole supply chain logistics, to "warehouse distribution integration" as the center of the B2C model, while driving the platform's e-commerce business.
这种新兴模式进入农村、甚至三四线城市需要一个“市场教育”过程，而在此之前，价格战在所难免。“京东的优势是统筹大量‘专线物流’网络，这也是他们控制物流成本的关键。”据了解，来往于三四线与其他城市之间的运输网络中，专线物流承担着50%以上的运量，他们大多由1-2人组成团队，靠一辆大货车来往于固定两个城市之间，一条专线每天能实现几十吨到上百吨的运输量，无数条专线构成了全国城际间的专线网。京东物流与这些专线网络达成合作，就能降低大件物流运输成本。“专线物流按吨收费，每吨在1000元上下，德邦按照公斤为单位计价，跨省价格肯定是几倍于专线物流，而邮政物流的价格至少高出专线物流几百元。”在一位物流业内人士看来，竞争初期，京东物流的最大优势还是在价格。
Price war is inevitable before this new model enters the countryside, or even the third and fourth tier cities, which requires a process of "market education". "Jingdong's advantage is to co-ordinate a large number of'dedicated line Logistics'network, which is also the key to their control of logistics costs." It is understood that in the transportation network between the Third and Fourth Lines and other cities, the special line logistics bears more than 50% of the traffic volume. Most of them are composed of a team of 1-2 people. They travel between two cities by a large truck. A special line can realize the transportation volume from tens of tons to hundreds of tons every day. Numerous special lines constitute the whole country. The intercity network. Jingdong logistics and these private network cooperation can reduce the cost of large logistics transportation. "Special line logistics charged by ton, about 1,000 yuan per ton, Debon in kilograms per unit price, inter-provincial price is certainly several times the special line logistics, and postal logistics prices at least several hundred yuan higher than the special line logistics." In the view of a logistics industry, the biggest advantage of Jingdong Logistics in the early stage of competition is the price.
繁重的变革
Heavy changes
三四线城市的大件物流出货量正在成为行业一股新推动力。但在业内人士看来，在这个物流市场的竞争不会停留在价格。“物流是个偏重的行业，前期的投入到后期的运作，中间流程很长，成本很难降下来，这也是大件物流市场发展缓慢的重要原因。”
The large volume logistics delivery volume of the three or four tier cities is becoming a new driving force in the industry. But in the industry view, competition in the logistics market will not stay at the price. "Logistics is a biased industry, the early investment to the late operation, the intermediate process is very long, the cost is difficult to reduce, which is also an important reason for the slow development of large-scale logistics market."
根据数据统计，2017年，中国社会物流总费用12.1万亿元，占GDP比重为14.6％。发达国家一般为6％~7％。
According to statistics, in 2017, the total cost of social logistics in China is 12.1 trillion yuan, accounting for 14.6% of GDP. The developed countries are generally 6%~7%.
面对竞争，传统老牌物流企业压力不小，“每年水果运输高峰期就是每年的3、4月份，剩下的就是漫长的淡季。”为了几个月的旺季投入大量物流建设是否值得，是驻扎在这些地区老牌物流企业们纠结的难题。但另一边，市场已经热起来是不争的事实。据德邦快递一位工作人员介绍，去年年底拿到百万级奖励的各大区销售经理几乎是来自河南、华北等一二线之外的大区，根据考核指标，这些地区的出货量呈几何倍数的增长。
In the face of competition, the pressure of the traditional old logistics enterprises is not small, "the annual fruit transport peak period is every year in March and April, the rest is a long off-season." Whether it is worthwhile to invest a lot of logistics construction in the peak season of several months is a difficult problem for the old logistics enterprises stationed in these areas. But on the other side, the market is heating up is an indisputable fact. According to a Debang Express staff, the end of last year received a million-grade award sales managers almost from Henan, North China and other areas outside the first and second line, according to the assessment indicators, the volume of shipments in these areas showed a geometric multiple growth.
“我们将投入上千亿元，如果一千亿不够，那我们就再投资几千亿。”今年5月，马云在全球智慧物流峰会上提出加大物流投入的战略规划。随着资本的进入，竞争一触即发。
"We're going to invest hundreds of billions of dollars, and if that's not enough, we're going to invest hundreds of billions more." In May this year, Ma Yun proposed a strategic plan to increase logistics investment at the Global Intelligent Logistics Summit. With the entry of capital, competition is at stake.
据了解，一批快递企业都在今年都加大了三四线城市的物流仓储建设储备。在湖南怀化的麻阳基地，当地大型物流企业“以建带租”，在今年预计会新建300亩仓储配送物流基地，同时新增2-3处2000平方米的仓库租赁，“冰糖橙产地的商户与我们都是长久以来的合作伙伴，我们也不希望因为仓储运能不足影响到合作。”在这家物流企业负责人看来，竞争也是在倒逼传统物流加快发展脚步。“德邦快递在武汉、四川等地建立了物流园区，加大了扩张脚步，“这些地区基本都在由进口大区向出口大区转变，当地特产的农作物、生鲜的输出量每年都在以几何倍数的增长。因此加大物流园区建设，也是为了应对下一轮即将开启的的竞争。
It is understood that a number of express delivery enterprises have increased the logistics warehousing construction reserves of the third and fourth-tier cities this year. In Mayang Base of Huaihua, Hunan Province, the local large-scale logistics enterprises are expected to build a new 300 mu warehouse and distribution logistics base this year, and add 2-3 2,000 square meters of warehouse leasing, "Bingtang Orange origin merchants and we are partners for a long time, we do not want to because of inadequate storage and transportation capacity. It affects cooperation. " In the view of the person in charge of this logistics enterprise, competition is also forcing the traditional logistics to accelerate the pace of development. "Debang Express has established logistics parks in Wuhan, Sichuan and other places, and has stepped up the pace of expansion." These areas are basically changing from the import area to the export area. The output of local specialty crops and fresh food is increasing by a geometric multiple every year. Therefore, increasing logistics park construction is also aimed at coping with the next round of competition.
但与传统快递物流做法不同，2018年，京东宣布成立物流地产基金，通过第三方的资金来建设更多的物流仓储，以及通过共享仓、云仓和前置仓库等模式降低仓储投入成本。“未来每年、每个季度几乎都会新建些仓储，但是会保持新建仓储和实际使用率的平稳。”此前，华尔街对京东一季报的分析认为，京东对物流仓储的持续投入致使其财报中EPS（每股收益）不及预期。
However, unlike the traditional express logistics practices, in 2018, Jingdong announced the establishment of a logistics real estate fund, through third-party funds to build more logistics warehouses, and through sharing warehouses, cloud warehouses and pre-warehouses to reduce warehousing investment costs. "Some new warehouses will be built almost every year and every quarter in the future, but the new warehouses and actual usage will remain stable." Earlier, Wall Street's analysis of Jingdong's quarterly results showed that Jingdong's continued investment in logistics warehousing resulted in its earnings report of EPS (earnings per share) less than expected.
在业内人士看来，未来物流的竞争更多被控制在“电商”这一源头手中。“在电商巨头构建的数字供应链生态里，京东和阿里一通过海量消费订单，反制生产企业，占据物流订单的超级蓄水库；又借助大量商品掌握互联网消费的入口，占据了物流订单的虚拟水龙头。大量快递企业是自来水管角色，上游和下游在被超级电商软控制。推进供应链高效协同。”中国物流学会特约研究员杨达卿曾对媒体这样表示。
In the view of the industry, the future logistics competition is more controlled in the "e-commerce" this source. "In the digital supply chain ecology constructed by the giants of electronics, Jingdong and Ali, through massive consumer orders, counterfeit production enterprises, occupy the super reservoir of logistics orders; and with the help of a large number of commodities to grasp the entrance of Internet consumption, occupy the virtual faucet of logistics orders. A large number of express companies are the role of tap water pipes, and upstream and downstream are being controlled by super electric providers. Promote efficient collaboration in supply chain. " Yang Daqing, a special researcher of China logistics society, said this to the media.
转自物流时代周刊
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