This year's "Double Eleven" is coming again. The Shanghai area, 4 express delivery companies in the industry, have recently issued price adjustment notices, saying that they will "standardize the express delivery price" for e-commerce users; the price of Yiwu express delivery has also risen from the previous single ticket price of about 1.3 yuan to more than 2 yuan. Although express delivery companies in Jiangsu have promised not to increase prices for ordinary consumers, from the perspective of economic laws, after accumulating a certain increase, it will eventually be paid by users and merchants. So, what is the basis for express price increases before "Double Eleven", and will consumers accept it?
"Double Eleven" has increasingly become a "two-way rush" for express delivery brothers and consumers. According to data from the State Post Bureau, on the day of "Double Eleven" in 2019, postal and express delivery companies handled a total of 535 million express mail, an increase of 28.6% year-on-year; on the day of "Double Eleven" in 2020, this figure reached 675 million pieces, an increase of 26.16% year-on-year, a record high. In recent years, every "double eleven", consumers frequently shot, shopping gushing, express delivery brother rushing busy, ushering in the harvest season; express delivery companies in the face of huge delivery pressure at the same time, express delivery fees also have to rise a wave. But at the same time, consumers still have regrets, and courier companies and couriers will also complain.
Let's start with the user's attitude. In the face of this price increase, many consumers have a clear attitude: "Price increases can be, service has been improved?" According to media reports, many consumers complained that some couriers threw express mail to the receiving station at will, and multiple communications did not improve the effect: "Now the price of express delivery is getting higher and higher, but it is not delivered to the door, either stuffing the cabinet or letting the station go to get it by itself." I justified it with a straight face, double eleven can't be sent, you come and get it yourself...". It can be seen from this that the focus of netizens' hot discussion is not only the price increase itself, but also the spit service.
Let's take a look at the "difficulties" of express delivery companies. According to reports, in response to the regional "price adjustment notice", some express delivery companies confirmed that the "price adjustment" in it specifically refers to the part where the price is lower than the cost. Its background is: due to the fierce competition in the express delivery market, for several years, many companies are deeply involved in the price war quagmire, bringing consumption to the whole industry, but did not see the express delivery company relax the tight nerves, due to the large number of enterprises, the threshold is not high, the bargaining power is weak, once a company takes the lead in raising prices, it will worry that the single amount will be eaten away by competitors. Consumers complain about "why the express delivery can not be delivered to the door", some people in the industry believe that a very important reason is because the existing express price can not support more adequate services. This can also explain why the speed of express delivery has been fast in recent years, but the quality of service has not changed greatly, violent sorting, delivery is not in place, will still be criticized by consumers, and various phenomena have a lot to do with the cost and cost of express delivery.
This time, several companies have successively called "standardizing the price of express delivery", perhaps out of necessity. However, it should be reminded that it is not easy for express delivery companies to make this money, because the user's requirements will become relatively higher with the price increase. When the price of express delivery is very low, the tolerance of users and consumers is relatively high, and once the price gradually rises, the tolerance of users is relatively limited and becomes more picky. At the same time as the price increases, the company needs to have better management and operation capabilities, which is a greater test for the enterprise, because once the service is improved and the speed of the price is not increased, the user will "vote with his feet".
Whether from the industry, or consumers, price increases must be accompanied by the improvement of the industry's overall supply capacity, the improvement of services, the enrichment of products, only by allowing consumers and express service providers to double recognition, in order to change the imbalance brought about by price increases, in the new market capacity, price level and service level, to achieve a new "balance point", and ultimately achieve a win-win situation for all parties.
In this collective price increase of the courier company, we should see that there are also factors behind the policy of "protecting the rights and interests of the courier brother", hoping to let the courier obtain a reasonable and stable income, so as to be more willing to send it to the door and promote the improvement of service level. If the price increase can improve the ecology of the entire industry, then protecting the rights and interests of practitioners should be the meaning of the question!
Before this year's "Double Eleven", some other changes in the express delivery industry chain are also gratifying: for example, the improvement in the field of terminal delivery improves the consumer experience, and the delivery service of the last 100 meters is done, including the launch of the "free home delivery on demand" service launched by Cainiao Station. However, this model must consider long-term and stability, and truly let the platform overflow benefits to bear the relevant costs, rather than simply passing on to e-commerce and logistics companies, and finally transmitted to consumers, and innovation should be allowed to promote a virtuous cycle of the entire industry. To meet the "Double Eleven" logistics challenge, the regulatory authorities also need to pay attention to and intervene in a timely manner, focusing on protecting the rights and interests of consumers and couriers.
At present, the "feast" of double eleven should be through multi-party efforts, so that "double eleven" truly becomes a two-way rush, so that users, couriers, and the industry can get a better experience and better harvest from it, and meet the needs of consumers for a better life and personalized service.
Commentator Xu Jing Xue Bei
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Source: Purple Cow News