battlefield
Shunfeng lost money.
In the first quarter of 20021,the net profit attributable to shareholders of listed companies was a loss of 900 million yuan-1/billion yuan.
Why did you lose so much?
Shunfeng gave five reasons, and the last point was that the company launched express delivery and new standard express delivery products in April this year. In addition, in terms of preferential distribution business, the demand for e-commerce in the sinking market is strong, which leads to the rapid growth of economic business among existing customers, and the gross profit of the company's e-commerce is under pressure.
What does this mean?
Translated into vernacular, we have received many e-commerce parts, but e-commerce parts do not make money!
Take a look at the data-in 2020, SF Express achieved an overall delivery volume of 865,438+37 million tickets, a year-on-year increase of 68.46%; However, the average ticket revenue of express delivery business was 17.77 yuan, down 18.99% year-on-year.
In other words, SF received more express delivery in 2020, but made less money. Among them, some of the reasons are attributed to e-commerce components with small profits but quick turnover.
If you don't make money, why take it?
Because SF needs a bigger market share. For the express delivery industry, only a larger market share can dilute the cost and achieve greater development.
In the impression of ordinary people, SF is the absolute boss of the express delivery industry. But in terms of market share, SF is not the first.
According to the data in 2020, the order of express market share is Zhongtong (20.4%), Dayun (17%), Tong Yuan (15.2%), Shentong (10.6%) and Baishi (10.2%). Although SF's market share will grow the fastest in 2020, with an increase of 2.2%, it is still not as good as the three links.
SF, which once focused on the high-end market, has been trying to expand its market share in various ways in the past. But at the same time, three links and one access, rookie and JD.COM are also constantly impacting the high-end customers of SF. Under such circumstances, attack is the best defense. SF can only lower its posture and start attacking its least dominant e-commerce market, even if it will hurt the enemy by one thousand and damage itself by eight hundred.
The e-commerce market has always been the top priority of the express delivery industry. At present, the three links and one reach with the largest market share started from here.
It can be seen that at present, the express delivery market has actually formed four camps-Tongda Department, and Ali shares or holds shares; JD.COM, self-operated by e-commerce and logistics; Extremely rabbit, relying on a lot of products to grow rapidly; There is also a relatively independent SF.
Among them, SF is the only enterprise without e-commerce support. Although it has tried e-commerce business, the effect is not satisfactory.
Therefore, when SF officially entered the sinking e-commerce market, the battle was bound to be extremely difficult.
This market has long been dominated by three links and one access, and low price is the biggest competitive advantage. SF, which used to be high above, grabbed the low-end share, so it can only do as the Romans do, continue to take out the double-edged sword of low price and set off a new round of price war. Although the business volume can be increased in the short term, it is impossible to control the decline of single ticket income.
Therefore, the loss, in such a battlefield, does not seem so difficult to understand.
new hand
In Yiwu, the forefront of the express price war, the situation has become increasingly fierce.
On the one hand, newcomers in the e-commerce market like SF have taken the initiative to set off a new round of price wars. On the other hand, a newcomer in the domestic express delivery industry is also provoking war.
This is Extreme Rabbit, a courier company from Indonesia.
This newcomer with OPPO background stands out, and has reached a stable daily order of 20 million within one year of opening the network. It took the Tongda Department more than ten years to complete this data.
One of the reasons why we can seize the market so quickly is that relying on Pinduoduo, a large part of the rapid growth of Extreme Rabbit's market share comes from Pinduoduo's e-commerce components. The second reason is the low price strategy. It is rumored in the Jianghu that the price of a single e-commerce component can even be as low as 80 cents under the subsidy of Extreme Rabbit, which is far lower than the common cost price of 1.4 yuan/Taiwan in the industry.
Such a price war regardless of cost has attracted the attention of the regulatory authorities. The warning letter issued by Yiwu Postal Administration on April 6 shows that Extreme Rabbit Express and Best Express have been notified four times in a row not to dump at a price far below the cost. As the two companies still failed to meet the rectification requirements on April 9, Yiwu Postal Administration ordered some distribution centers of Pepsi Rabbit and Polar Rabbit to suspend business for rectification.
Why are rabbits so cruel? Because of the money.
Not long ago, it was reported that this enterprise completed new financing of 654.38+08 billion US dollars, with a post-investment valuation of 7.8 billion US dollars. This valuation has exceeded the market value of Tong Yuan, Shentong and Dayun, second only to Zhongtong. This fresh hot money, don't have to wait at this time?
Once upon a time, the industry thought that the price war of express delivery had gradually come to an end. But now, with the exploration of SF and the spoiler of rabbits, veteran price war players such as Tongda Department can only fight with swords.
This price war without smoke seems to last for a long time.
But interestingly, shortly after Jitu was punished, Pinduoduo called Jitu's "investment in Pinduoduo and special cooperation between the two sides" untrue.
The situation of this war is very delicate again.
Make a false counterclaim against the plaintiff
There is a problem to be explained here.
Some people may ask, for consumers, isn't the courier fee as low as possible?
It should be noted that the courier fee mentioned here refers to the cost of large-scale e-commerce parts, rather than the price that consumers usually send ordinary express separately.
Then, in the case that the price of express delivery continues to decline, where can enterprises find profits?
The courier company will say that it depends on scale and intelligence, but the most direct thing is to deduct the cost at last.
Many people have found a phenomenon that some SF Express couriers don't deliver express mail to their homes. This may be an individual phenomenon, but it reflects a big problem for SF, which once won by service.
The price war of express delivery has affected the terminal service and even started to bite the industry.
The previous charge storm of beehive boxes made people complain. It is said to be an intelligent attempt in the express delivery industry, but consumers do not buy it.
But today, every courier still goes its own way. It's time to throw the courier cabinet. Keep throwing. Even on the express counter, write down the house number of the customer who asks for home delivery. The gods are helpless.
Why is this happening?
Because it is more efficient for the courier to throw the courier directly.
Under the price war, the unit price of express delivery drops, and only a few pieces can maintain the profit of each terminal network. Therefore, the courier directly throws it into the courier cabinet or post office, which can deliver more pieces at the same time, so that the outlets can bear more pieces, and the company can eat a bigger share.
What? Could you call me and let me know if you put it in the express cabinet? The courier has no time.
A data before Express 100 shows that express delivery, damaged or lost goods, unreasonable charges and bad service attitude account for more than 70% of the total complaints.
No wonder someone asked the soul: Do you want us to bear the consequences when you fight the price war? This is not good, is it?
On the other hand, almost all express delivery companies are listed companies. The money burned by the price war has a direct interest relationship with shareholders. Moreover, once a company can't afford a price war, the investor will eventually pay the bill.
It is undeniable that price war is an effective way to integrate the market and clean up the industry. There is also a price war in the American express delivery market from 1982 to 1994, which probably lasted for 12, and the concentration of the last three giants reached about 70%.
However, this price war should be rational and will not substantially damage profitability. While seizing the market share, the express delivery companies must not occupy it, forgetting the essence of "service" in the express delivery industry.
After all, you have to compete not only for price, but also for service to consumers.