The last kilometer originally refers to the last mileage of a long-distance trek. Now, it has been extended to be the last crucial step of a thing. In the field of home building materials, the narrow last mile purely refers to logistics and transportation, while the broad last mile generally refers to logistics distribution, on-site installation and after-sales service. This article discusses the last mile in a broad sense. Due to the rise of e-commerce, the logistics system has become more mature and perfect.
The logistics and distribution of food, clothing and home appliances are basically impeccable, and various coping strategies are emerging one after another. ”; such as the self-built community convenience store model, SF Express’s “Heike”, Tmall’s job title email list cat store; such as smart express delivery cabinets; such as the collection model, Cainiao Station, Alibaba Campus Post Office, JD.com, Gome, Suning Self-delivery Such as the chain store cooperation model; such as the property collection service model, the “Vanke Happiness Station” launched by Vanke nationwide; such as the introduction of crowdsourcing model, similar to the Didi taxi model;
even the use of drone delivery technology, and so on ,Etc., etc. The survey shows that in the Chinese consumer market in 2012, home furnishing has become the fourth largest consumer goods (after food, clothing and home appliances). Faced with the huge scale of production and consumption, various manufacturers in the home improvement aftermarket are also doing their best. In terms of logistics and distribution, industry giants have tried various landing methods. For example, in September 2017, JD Logistics piloted the "large-size flash withdrawal" service in seven cities including Beijing, Chengdu, and Xi'an;For example, Qingdao Haier Group's Ririshun Home Furnishing Service Co., Ltd.
specializes in logistics services in the home furnishing industry, and has covered more than 2,800 districts and counties across the country;For example, Cainiao has integrated a number of landing distribution companies, and the model of warehousing + landing distribution enables Cainiao Logistics to also have the basic conditions to complete home logistics;For example, at the end of 2013, the home furnishing e-commerce company Melalor launched the logistics "limited time delivery" service, promising that the goods in stock will be delivered within 7 days. The original delivery and receipt cycle of 30 days has been directly increased by 76%, and now the service area has expanded to 702. ; Suning Logistics has built 57 intelligent logistics bases all over the country, with a total area of 1.8 million square meters. In the field of on-site installation, it used to be a guerrilla model.
The sales and design sides have relatively satisfied customers, but in the installation and after-sales, customers still complained a lot. Some companies see this pain point, and some use their own installation teams. Although the service efficiency and service quality have been improved, the cost is too high and cannot be replicated on a large scale;Some adopt third-party sharing methods. For example, the second-class homeowner adopts master + sharing, aiming to become Didi in the home logistics industry, and is currently exploring progress; for example, Master Wan and Luban Daojia aim at the home improvement after-market and create a one-stop shop Home furnishing service trading platform; for example, Yizhitong has established an end-to-end service network from home furnishing merchants to consumers,
and has achieved service coverage in more than 600 cities across the country. Although custom manufacturers or industry giants have invested a lot of manpower and material resources, from the current point of view, no substantial progress has been made. Customized home furnishing products have special characteristics such as large volume, heavy weight, variety, specialization and non-standardization. This problem in the last mile (logistics transportation and door-to-door installation) has not been overcome. The effect of this link is not ideal, and the quality And efficiency is still not high, customer satisfaction is still very low, so many consumers are discouraged from ordering large furniture online. Really want to do a good job in the "last mile" of the home aftermarket,
I personally think that it is necessary to practice the basic skills hard, and make efforts from the following points:1. Form a unique closed-loop service, improve user satisfaction and reduce costs Service is the only way to promote a brand. It can be built by itself or with a third party to build a complete distribution service system and a professional and technical installation service team to complete the one-stop service of door-to-door delivery, installation and reorganization, and after-sales distribution. . In particular, improving the success rate of one-time installation is enough to form a core competitive barrier. 2. Build an IT information ecosystem. Strict control of goods, fields and people To improve efficiency, it is inseparable from the support of informatization,
and a dedicated IT system is needed to manage and control goods, fields, and people. Through big data analysis, what points are doing well and which points need to be improved. For example, through data statistics, it is found that there is a problem with each installation of a certain door panel, then the root cause can be investigated, whether it is a production error, a design error, a measuring ruler error, or an incorrect installation specification, etc. In addition, it can control the delivery, warehousing, and transportation of items. Customers can clearly know where my order is through the mobile phone. Now it is in the production process, the warehousing process is still in the transportation process, or even in the installation process. Which part of it can be seen at a glance.