Have you received all the treasures you bought during Double Eleven?

Recently, on my way to and from get off work, I can always see express delivery vehicles from various companies, and there is also a new face among them - Jitu Express.

Before Double Eleven, Jitu Express was issued a "blocking order" by the industry giant "Tongda Department", but the effect of the blocking seemed not to be obvious.

01

What kind of company is Jitu Express?

Founded in August 2015, Jitu Express is the first company in Southeast Asia with Internet delivery as its core business. The express delivery company has become a dark horse in the Indonesian express logistics industry due to its rapid development.

In March this year, Jitu began operating in China and put 78 transshipment centers into operation across the country. Its business volume increased rapidly in just a few months. According to relevant data, the average daily business volume of Jitu Express on the entire network exceeded 1 million items in May. In July, the daily order volume on the entire network exceeded 5 million. In September, the daily order volume on the entire Jitu Express network exceeded 8 million. . This year’s Double Eleven, Jitu’s target is to achieve an average daily order of 25 million.

02

Why was Jitu “banned”

Why did the express delivery giants jointly ban Jitu?

Jitu has been in China for a short time and its domestic distribution network is weak, so it needs to use the "Tongda System" network. However, in terms of price, Jitu chooses to take the route of small profits but quick turnover. There was a conflict with domestic express delivery companies.

Coupled with the fact that Oppo Li Jie, the founder of Jitu, is inextricably linked to Pinduoduo, the outside world has speculated that Jitu has a close relationship with Pinduoduo. This also paved the way for the subsequent refusal of JD.com and Alibaba to cooperate with Jitu, and the Tongda Department’s ban on Jitu.

03

Jitu, which “encircles the city from the countryside”

Faced with the blockade from industry leaders, Jitu seems to be ready for a long-term struggle. The line of "surrounding the cities from the countryside" was launched.

Doing "wall-painting advertisements" in rural areas is nothing new. Alibaba (Taobao), JD.com, and the three major communication operators are all veterans in the wall-washing advertising industry, and their "going to the countryside slogans" can be seen everywhere. It is understood that JD.com generated more than 8,000 advertisements in the six months from the fourth quarter of 2013 to March 2014. However, specifically in the field of express delivery or logistics, there is basically no such thing.

It is understandable if Jitu previously spent a lot of money on advertising in major business districts and airports and other high-end places - after all, Jitu has just entered the Chinese market not long ago, and it really needs to expand its presence. But this time the style of painting has changed from the previous "high-class" image. The advertisement is in the fields, and the slogan is also very "down-to-earth": "Brother Rabbit delivers goods to make his debut. This is the hope of the whole village." Ah! "Jitu delivers food quickly, and the money goes into your pocket"...

04

Trademark first

Can Jitu finally be in China? It is still unclear whether he will gain a firm foothold, but Jitu is obviously well prepared.

As early as 2019, before Jitu entered the Chinese market, it had already applied for various Jitu trademarks. Even when it was issued a "blocking order" by industry leaders, Jitu did not forget the trademark layout.

After searching the trademark website, we found that just before Double Eleven, Jitu was still applying for a new "Jitu Shunda" trademark. It seems that it is well versed in the principle of "trademark first".

The construction of an express delivery network takes a long time. However, it took Jitu half a year to complete a series of expansions. Although the development speed is fast, it is not reasonable, so in the face of the ban of the "Tongda System", Jitu is bound to encounter challenges.

As a rapidly developing tertiary industry, price war alone is not conducive to the long-term development of enterprises. Jitu also needs to build its own core competitiveness in order to not be controlled by others.