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拼多多掘金同城零售

商流需要商品供给,物流需要运力托底。想要玩转同城零售,供应链、平台以及运力是不可或缺的三大支撑力。

拼多多有三个问题需要解决

同城零售市场迎来了新玩家。拼多多正以水果为切入点,布局同城零售。

据北京商报报道,一张在业内流传的“拼多多同城配”招商截图内容显示,拼多多正在招募具备24小时同城送达能力的水果商家,例如水果连锁店、前置仓、档口批发商等,重点试水城市在北京、上海、广州、深圳等地。同时,由于项目处于前期试运行阶段,配送时效会放宽至48小时。

笔者了解到,4月初,拼多多已经开放了“同城配送”准入申请,礼品鲜花、低温奶、定制蛋糕等行业具备同城自配送能力的商家可以在平台设置同城配送,支持通过同城自有骑手、配送员配送的方式进行发货。据悉,商家开通同城配送可享“24小时达”专属标签,支持区县级配送,也能够获得官方流量加持。

不过,或许正处于测试阶段,“24小时达”专属标签并未进行集成展示,而“48小时达”专属标签的配送范围主要在上海区域。此前,拼多多推出了上海“48小时保供套餐”。

疫情导致多地物流受阻,从由商家组织运力来看,拼多多此举目的之一或是为了帮助商家拓展本地订单。而在超大城市试水,并提供零佣金政策,也可以看出拼多多是想把它当成一门长期生意来做。

就目前来看,“具备24小时同城送达能力”这一项,需要商家在履约成本和损耗率控制上进行权衡,也可能会带来一定的试错成本,不过零佣金和流量扶持也具有极强的诱惑力。

为何入局

从外部环境上来看,同城零售市场正由一二线向低线城市下沉,但一二线城市仍是消费主力。行业的观点是,疫情的出现,让同城零售赛道竞争提前三年到来。疫情期间,消费者对即时零售、即时配送的需求被发掘放大,同城零售市场成为最大潜在增量。

从餐饮外卖到万物可得,同城零售正在以更近的距离触达消费者。而得益于数字技术、智能供应链、履约能力等方面的不断完善和提升,基于本地配送运力所形成的零售市场成为距离消费者最近的消费场景,这也反映出消费者对交易效率越来越高的要求。

不过,拼多多“24小时达”同城配的履约效率似乎显得有些“迟缓”,阿里、美团京东已在同城零售领域深耕已久,此时入局似乎晚了些。不过,与其它平台相比,拼多多最大的底牌是充沛的流量,京东小时购、美团闪购均是依靠主站进行拓客,有流量的拼多多也有底气拓展边界。

从业务来看,同城配能与拼多多旗下业务进行协同。多多买菜是“预售+自提”次日达模式,以同城配方式在本地履约服务上探索,也能为商家提供另一种卖货渠道,带来新的想象空间。而与快团团结合,能对沉淀下的私域流量进行复用,提升履约效率。如果两者都结合,那么同城配能够一头连着供给(多多买菜),另一头连着需求(快团团),不过这需要具备很强的本地履约能力。

而从履约来看,不少电商平台已经实现了国内-区域-城市的次日达、当日达、半日达、小时达、分钟级的履约覆盖,全时段满足消费者需求。同城配的尝试探索,或许能够进一步补足拼多多在更快时效下的履约短板。

从2020年,拼多多开始由轻做重,开始补足仓储、物流短板,在基础设施上进行投资。而在覆盖更为广泛的下沉市场,县域网格仓与同城配的结合会让拼多多在县域层面,获得新突破。

面临的难点与挑战

同城零售虽是新词,本质上却不是全新的生意。总的来看,需要围绕商流和物流展开。商流需要商品供给,物流需要运力托底。想要玩转同城零售,供应链、平台以及运力是不可或缺的三大支撑力。

可以说,同城零售中竞争力最核心的体现就是对物流履约的掌握能力和对商品的把控能力,从而形成商流和物流聚合力,实现效率的最大化。

从目前来看,美团最大优势是基于地理位置履约,正加快同城零售整合布局,美团优选、美团闪购、美团买菜等陆续推进。去年“双11”前夕,京东联手达达集团打造了“小时购”业务。阿里同城零售事业群由天猫超市、淘鲜达和饿了么等进行配合。抖音也在尝试送货上门,推出“音尊达”服务,快手同城巨拼也在联手顺丰同城推小时达即时配服务。

对比来看,拼多多仍有短板。

同城零售做的是本地化生意,而本地化意味着需要更高的频率、更高的粘性和更容易强化的关系,这需要更贴近消费者,洞察和满足消费者潜在的消费需求,最终需要渠道精细化。

而在消费者进一步聚焦和细化后,消费频次、消费场景和配送速度需求都有了新变化,需要核心品类的增长带动关联品类的延伸,从而带动全品类扩张。

这留给了拼多多三个问题需要解决,履约能力、订单密度和商品丰富度。

履约能力和成本控制上仍然需要固基础,绝非一朝一夕能够完成。商品丰富度上,拼多多以水果引入,在品类丰富度上未来仍需要填充。而履约能力和商品丰富度补足后,订单密度的问题就更好解决了。

不过,梳理后可以发现,无论是入局末端物流,推出多多买菜代收点,还是此前试水短视频+电商,拼多多探索逻辑基本是围绕拼多多主站展开。

对于电商平台来说,物流是发展基柱。由其试水同城配来看,如果未来供应链与物流能够深度协同,相关领域的探索,或许能够诞生更多新生意。