An article analyzing Shunfeng's new way out: with the entry of pole rabbit and the rise of big-ticket LTL, is Shunfeng going to fall behind?

These are the first time I've ever seen a company with the ability to deliver a product to a customer, and I've never seen one.

Standing firm in the high-end time-sensitive pieces of the market SF, annual turnover annual average growth rate of up to 50% or so, SF took this comprehensive speed, expanding outlets, self-supporting + franchise operating model to ensure the quality of service, but also to the aircraft cargo business to lay the speed of delivery and competitive advantage in the industry, in the courier industry to stand firm.

At the end of 2015, Shentong was the first to approach the capital market, launching the domestic "express the first share" of the battle. From the Yuantong followed, to the Tongda system of collective listing, is capital intervention in the express industry direct performance , which also accelerated to a certain extent the endogenous fission of the private courier enterprises. Tongda system, Shunfeng, Jingdong Logistics have begun by the courier business to integrated logistics service provider transformation, that is, to create an express as the core of the ecosystem.

Shentong's "product ecological creation", Yuantong's "express +", Rhythms' "one and two wings", Zhongtong's ecosystem construction, as well as SF's differentiated competition, means that logistics is no longer a transportation link. It means that logistics is no longer a transportation link, but y embedded in all parts of the supply chain , players began to force the economy, express, cold chain, the same city, international and other new business, penetration into the supply chain is also more and more links.

Private courier companies in the development of the industry, often caught in the competitive involution trap.

This also explains why 2019 will become a watery year for the courier industry, in the first half of the year, enterprises such as Quanfeng, Guotong, and Rufengda fell into crisis one after another; in the second half of the year, Quanyi Express, Renren Express, etc. were discontinued one after another, and Vipshop's courier brand Pinjun was also purchased by SF, and the market concentration of the courier industry was further increased.

Since then, Sunfeng, Jingdong, EMS and Tongda system and other eight companies to form the first echelon of China's courier industry , with the advantages of operation centers, operating vehicles, automated equipment and the establishment of the end of the network, the formation of a strong moat, but no one expected, in the post-epidemic era, the courier industry's biggest variable is not these powerful players, but the initial entry into the market pole rabbit. But the biggest variable in the courier industry in the post epidemic era is not these powerful players, but the polar rabbits that are entering the market.

pole rabbit was founded a year, its daily single volume in January 2021 has reached 20 million single, it is necessary to explain that the Tongda system to reach this figure are used more than a decade of time. According to public data, in just over half a year, the Rabbit Express global staff surge, self-owned and franchised network points and the total number of trunk vehicles increased by more than 3 times and 4 times respectively.

Even SF had to admit that they underestimated the power of the new players, SF executives said at the earnings communication meeting about the pole rabbit, " the scale can not keep the market, this is our strategic perspective to see a very deep lesson. "Pole Rabbit is very good and Pinduoduo reached cooperation and redefined the logistics form.

Pinduoduo as the second largest e-commerce platform in China, last year, express parcels generated 19.7 billion orders, the same year, pole rabbit courier Southeast Asia received and dispatched parcels for about 700 million, just equivalent to 3.55% of the amount of parcels Pinduoduo. After cooperation with Pinduoduo, the daily ticket volume of the Rabbit Express has soared, according to domestic media statistics, in late September last year, the total daily ticket volume of the Rabbit Express has reached 10 million.

Polar rabbit need to open the market, Pinduoduo need to express the company, the two hit it off.

On the other hand, pole rabbit rely on the price war successfully pry open the market. To have China's express industry wind vane Yiwu, for example, last year, Yiwu express market share accounted for more than 10% of the national ratio, in Yiwu, the polar rabbit headquarters of many Pinduoduo merchants to give the freight subsidy, more than 10,000 pieces of large single small pieces can be done to 1 yuan shipment, lightweight courier can be done as low as 80 cents, outside of Yiwu, bulk, the polar rabbit is also to be compared to according to the system of 8 to 10 yuan of the provinces outside of express delivery of low 2 yuan or so.

pole rabbit low price to seize the market playing method, and the Tongda system has produced a violent conflict. This is also from the side of the pole rabbit into the express market threatening , but it should be noted that in the market fluctuations, the most affected may not be the Tongda system, but Shunfeng. Over the past decade, the Tongda system has relied on price wars and SF to fight on a par, SF twice into the e-commerce pieces are unbearable cost pressure and failed to end , pole rabbit's entry, so that the situation further aggravated.

Whether it is transformation, or competitive involution, killing the main position in the field of express and express transportation.

But by the pressure of resources, competition, cost, a new market is slowly rising, that is large ticket LTL business . From the market segmentation point of view, the courier field has formed a postal, SF, through the system of the market pattern, small ticket LTL market has also been occupied by Deppon, Annen, one meter ticking and other enterprises, the field of full-vehicle transportation has given birth to a large number of vehicle and cargo matching platforms, along with the combination of transport full and truck gangs to help the full, the pattern of the industry is basically determined.

As the logistics hinterland of the road transportation field, at present only the big ticket LTL market is still in a chaotic and disorderly state, and because of this, this new track is likely to give birth to new opponents. So the question is, since we all know that the big ticket LTL race is a blue ocean, why don't players like Shunfeng enter the game and rely on the existing logistics base to occupy the market?

The reason is simple: even though SF has launched a large-ticket LTL and heavy freight forwarding business in recent years, development has been difficult:

One of the reasons is the scale of the goods. SF already has a mature courier and express business, thanks to the smaller scale of goods, can complete the distribution and collection of goods through multi-layer transit, while the weight of the goods in each ticket of the large ticket LTL is generally between 500 KG to 3T, multi-layer transit is both impractical and will increase costs.

The second is the difference in transportation methods. Courier warehouses usually use automatic sorting equipment to improve efficiency, and large ticket LTL goods are heavier, but also to a number of pieces of goods in line with the volume, weight and packaging provisions of the combination of goods, assembled into a full truck transportation, a consignee often have more than one piece of goods, and therefore the main use of "manual + forklift trays

It can be seen that the main express SF entered the big ticket LTL business, the original logistics network is difficult to bear the new mode of operation, forced compatibility will slow down the speed of the express business, rebuild the nodes and lines and to consider the cost, it is easy to lose more than gain. In the face of the new business window, SF is likely to be overwhelmed, but once the development of large-ticket LTL is mature, it is possible to reverse cut SF's express market (express can also be referred to as small-ticket LTL transportation, the same belongs to the branch of the LTL transportation, the difference between the business is only in the division of the 500KG as the boundary way).

In the short term, professional large-ticket LTL players will continue to lead the large-ticket LTL track; in the long term, express delivery companies will also be close to the large-ticket LTL field, large-ticket LTL players will also be to the low-kilogram segment of the business field to enter, but the two sides of the competition across the track will take time, but due to the volume of SF's volume and scale, jogging means that the "fall behind! "