Analysis on the transformation model of postal outlets
1. Public service model
As a social infrastructure and public enterprise, the postal service should give full play to serving people's livelihood, Serve the role of a platform in aspects such as "agriculture, rural areas and farmers", build online and offline platforms, increase customer flow and credibility of outlets, and build a position for government public services and people's livelihood services.
1.1 Improve online functions
The "Internet +" action plan of local governments is rapidly advancing, and the construction of smart cities is also gradually deepening. The content and methods of various government services and convenient services Changes are also taking place, and the functions of the postal online platform must also be improved accordingly. Online post offices, Youle.com, etc. under the Internet, and mobile post offices, Post Life, etc. under the mobile Internet, should take the opportunity to transform and upgrade to further improve the comprehensive service functions of online platforms.
On the e-commerce platform of the National Postal Service, all provinces have superimposed recharge and payment functions such as communication, water, electricity, gas and cable TV, which basically meet the needs of offline platforms. The Postal Service must take the opportunity to connect online and offline The platform enables one-point access to the comprehensive service functions of the e-commerce platform and creates an online comprehensive service platform. Give full play to the advantages and characteristics of the postal service. Currently, most online payment platforms can provide mobile phone bill recharge services, but they have not yet provided fixed-line payment services. Therefore, similar local and regional businesses are the postal service's greatest advantage.
1.2 Consolidate offline functions
Although online Internet platforms can realize many convenient service functions, some businesses still need to be completed offline with customers face-to-face, such as certification in government affairs. Contact recharge (all-in-one card recharge) in business and convenience services, etc.
Postal outlets have convenient transportation and are close to businesses and people. They are ideal partners for government outsourcing services. Foreign postal services are also actively cooperating with governments to provide various government services, such as passport production and delivery, identity authentication, etc. Since government services are generally monopolistic, opening such services at outlets can not only increase the outlet's revenue, but more importantly, attract a large number of customers to the outlet. At present, many provinces have taken the lead in launching services such as tax collection and invoice issuance, which have brought good profits and a large number of customers to the postal service. In the next step, we can strengthen cooperation with government departments at all levels such as public security, medical care, education, and charity, and strive for the qualifications to be entrusted with government affairs services, including passports, entry and exit passes, household registers, residence permits, medical insurance cards, tax forms, driver's licenses, transportation Distribution of fines, charity directories, etc. Through the continuous accumulation of business, we can create a truly convenient service platform; we can also form cooperative relationships with schools, hospitals, etc., and simplify the procedures for student status certification, transcript issuance, and medical registration through entrusted applications, entrusted registration and other services. In addition, it is necessary to vigorously promote government purchase of public service projects and continuously improve the efficiency of outlets and postal credibility.
Free WiFi service is provided. Postal outlets can consider opening free WiFi for customers to use, providing terminals and systems for customers to promptly check and track packages and letters, subscribe to electronic newspapers and magazines, online shopping, etc.; at the same time, purchase printing, copying equipment, electronic map equipment, etc. to provide printing services for postal customers. , copying and other overlay services. Utilize the free thinking of the Internet era to open the door of convenience for users and attract more people to enter postal outlets.
1.3 Integrating online and offline industries
With the start of domestic demand, consumption upgrade and rising national income, China’s tourism industry is entering a golden development period. At present, online travel companies are actively seeking cooperation in offline channel resources to enhance sales capabilities and on-site service capabilities. It is recommended to cooperate with online travel companies to set up travel distribution business at postal outlets through joint construction of service points or venue leasing to provide customers with one-stop services such as travel product consultation, identity verification, material collection, and on-site signing, which will effectively increase the number of customers. At the same time, it can also promote the development of transportation ticket agency (such as air tickets, train tickets, bus tickets, steamer tickets, etc.), hotel reservations, scenic spot and performance ticket sales and other businesses already operated by the postal service.
Strengthen cooperation with the public security and traffic police departments, use the policies issued by the Ministry of Public Security, actively create a police-post cooperation themed post office, and expand services such as vehicle service agency, violation inquiry and violation fine agency, and driver's license production and verification. Through the integration of online and offline development, you can try to simplify the processing process and improve processing efficiency by submitting materials online, verifying qualifications offline, and delivering certificates to your home.
2. Offline experience model
The Internet is a tool for traditional enterprises. With the rise of the O2O e-commerce model, the focus of offline is to satisfy user experience. Postal outlets can be used in e-commerce It plays an important role in the industrial chain, serving surrounding merchants and communities, increasing customer flow and transaction volume at outlets, and serving as an important node for e-commerce operations in the area.
2.1 Self-pickup platform for agricultural specialty products
With the improvement of urban living standards, e-commerce of agricultural products has developed rapidly. Choose self-operated and franchised outlets with many large and medium-sized cities and surrounding residential communities to open agricultural product experience stores. You can order online, call 11185 or on-site at the outlet, and combine self-pickup or delivery. However, agricultural products are usually heavy in weight and require a large proportion of delivery costs, which affects business development. The use of self-pickup at outlets eliminates the need for "last mile" delivery and can significantly reduce delivery costs, thus promoting business development. Since agricultural products are consumed quickly as food, they are often purchased repeatedly, which is a rigid demand of the people and can continuously accumulate long-term and stable customers.
2.2 Imported goods display platform
With the further deepening of reform and opening up, the establishment of the four major free trade zones of Guangdong, Fujian, Tianjin and Shanghai, the further reduction of tariffs, high-end imported goods It has become a daily consumer product for more and more customers. However, due to the limitations of online sales experience, counterfeit goods emerge one after another, and many customers still stay in the wait-and-see stage. Focus on selecting self-operated and franchised outlets in large and medium-sized cities and surrounding residential communities to open "overseas shopping houses". Combined with the rich products of Youle.com's overseas branches, through the brand guarantee of the postal service and the offline experience of customers at the outlets, it will greatly Improve customers’ purchasing opportunities and frequency, and cultivate customers’ offline experience and online purchasing habits.
2.3 Community residents’ life platform
Focus on selecting commercial street postal outlets in third- and fourth-tier cities and county centers to accept merchants’ business information and promotional information on major websites and mobile clients. Search, bidding, ranking release, etc. In recent years, the mobile Internet has developed rapidly. Because mobile terminals have the characteristics of convenient location positioning and convenient mobile payment, they meet the needs of life service e-commerce websites (mainly catering and entertainment, housing agencies, hairdressing and bathing, repair and maintenance, housekeeping and tutoring, hotel and tourism). and other businesses), which has led to the rapid development of life service e-commerce with O2O as the main model. Some merchants have achieved better development by taking advantage of the crowd effect of the Internet. Under the demonstration effect, more merchants hope to promote through the Internet. There are usually many shops around postal branch offices in some cities, but there are few institutions that provide online operation agents for these merchants. The post office has the following advantages: first, it has wide service coverage; second, it has similar operational experience (database business letters, concentric circles, mail advertising and other businesses are also similar businesses, but the channels and media are different); third, it can provide business licenses Inspection and other services. The success of Dongguan’s “Changhui Life” project has accumulated rich experience for the postal service in developing such businesses.
3. Service e-commerce model
3.1 Warehousing, distribution and delivery integration center
The Internet has changed the traditional distribution model, from B2B to B2C , and most e-commerce companies do not have the ability to do warehousing and distribution. Utilize the advantages of some postal outlets to revitalize real estate resources, build standard, medium or micro warehouses according to local conditions, and strengthen informatization to create postal "cloud warehouses". Attract small and medium-sized e-commerce customers to enter the warehouse by "building nests to attract birds". Provide integrated post-order solutions, that is, e-commerce companies only need to send orders to companies that provide integrated warehousing and distribution services, and subsequent order consolidation, transcoding, in-warehouse operations, shipping and distribution, rejection returns, and upstream and downstream accounting All sorting and sorting are completed by warehouse distribution companies. This can improve customer satisfaction and stickiness and form a new profit growth point.
3.2 Rural E-commerce Service Center
The layout of China Post’s postal loan shopkeeper has rapidly promoted rural e-commerce work. In less than a year, nearly 100,000 sites have been deployed to serve the majority of villagers. Provide services that “shopping does not leave the village, sales does not leave the village, life does not leave the village, finance does not leave the village, and entrepreneurship does not leave the village”.
Due to the rapid growth of franchise outlets and the uneven quality of franchisees, it is recommended to give full play to the advantages of postal rural physical stores. On the one hand, they can become a demonstration point and establish a rural e-commerce service center to provide a place for display, experience, training and exchange; on the other hand, they can become a mail Self-pickup points and collection points integrate rural logistics and distribution resources, realize informatization docking, use terminal advantages, formulate standards, create a fair rural distribution service provider, and provide paid rural distribution for e-commerce companies and other express delivery companies. Serve.
3.3 Information Certification Service Center
Focus on selecting branch offices in towns and urban-rural areas to provide services such as collection, release, intermediary, appointment, and registration of life service information. Since users upload it themselves, there is no verification process, resulting in a lot of false information on the Internet, which affects the customer experience. Postal outlets can install ID card verification equipment to verify the publisher's identity before publishing, and add a "postal verification" mark. Through Youle.com's cooperation with life service websites, we can set up services such as job hunting, tutoring, housekeeping service registration, house rental and sales, second-hand goods sales, hospital appointment registration, enrollment registration, etc.