members said the tiger sniffing for a profile interview section of members of the Tiger, there are a few issues of material, digging behind each member of the real business experience and thinking, to restore a more \”flesh and blood\” of the industry change and business stories.
this issue respondents:
freight platform more and more lively, different segments of the leading cargo Lara and full of help, both in the hinterland to enter each other’s business.
In November last year, the Group announced the completion of a full helping of approximately $ 1.7 billion in financing, and to \”full operation\” for the brand to enter the city freight market. As we all know that the city is a freight cargo Lara’s world, full of help is the leader in logistics capacity matching trunk area. Full help to enter the city freight, cargo Lara will face competition. Lara and goods are pitching the last two years has gradually entered the Cross City business. Both companies are to enter each other’s hinterland.
for goods Lara, the Cross City business is certainly not just as simple to deal with competition. Lara goods in the city, although the highest share of the freight market, but now there is no clear second growth curve. Whether Enterprise Edition, automotive after-market business, or truck-related financial leasing business, are still in development.
Cross City Business carts huge market space, from the potential point of view, have the opportunity to become the second growth curve goods Lara. CICC is estimated that in 2020 the national road transport total cost of about 6.1 trillion yuan, the inter-city freight accounted for more than half of the potential market size of over 3.3 trillion yuan. As the online platform even if a third of them were moved to online matching capacity and charge 1% service fee will be ten billion market.
road freight and inter-city freight scale cases:
For a long time, low (Source CICC research report) the extent of road freight transport integration, there are small, random, scattered , and other miscellaneous conditions. The number of domestic truck driver of 30 million, of which about Qi Cheng is the individual drivers, the number of teams on a large scale are rare. Capacity is very decentralized. Numerous information offline information center was established connections with the driver of the owner. The owner, the Ministry of Information, the drivers are very fragmented market, has great integration space. This is an opportunity online platform.
Then you look for Lara can find the right path, to do this business up. Cross City is currently in the freight market, is full to help the group said it has occupied the Cross City line freight platform ninety percent market share. There are also a lot of trucks, storage Yun-chi and other platforms. The original track bliss in this truck, and gradually transition to car-free carrier platform. Lara goods are to be formed advantage in this highly competitive market, facing great challenges.
started just two years
Lara cargo business unit director Cross City Zhangming Guo introduction, pulling carts cargo business first bud in late 2018, customers asked Lara cargo platform Is there a cart business. After Lara goods in one or two cities in southern China opened the cart business across the city to see if there are no orders. CourseI found some users to order. At that time, the truck did not operate the big car as a special business, just let the business run. The aggravation of the capacity is to do brand propaganda through the marketing department. There are some natural traffic of the big car, and then the capacity reserves are made in accordance with the unified rules.
2019 continued to expand the opening city, opened four cities in South China, the truck found that this is a stable, a business that can be copied under the goods. In 2019, a special project group has been established. Several individuals pay attention to large car data growth and do some auxiliary movements and strategies. At that time, the model of the car was moved, including the logic of Kaisheng, the capacity headquarters, driver management, order growth strategy, the order logic, etc., and the car. 2020 officially used as a single business line.
On the rhythm of Kaicheng, the quantity of the Kara 2020 reached 84 cities, as of May 13 this year, has opened 116 cities on May 13, and plans to open 179 cities from July and April this year. Thus forming a network covering the country’s basic node city.
The data released by the truck is shown that the large car business has opened 1.70,000 priced lines, nearly 3 million large truck goods owners use the fare laund delivery, nearly 530,000 certified drivers join the truck Long-distance big truck. In 2020, the big car business achieved 200% of business growth. The current number of teams has been too much.
The full distribution of data shows that after completing the truck, after the merger, full of the group platform certification driver over 10 million, the certified goods are over 5 million.
There is a difference between
Truck as a new entrant, and the gap with full help data is relatively large. At present, the concept of truck business main trucks is, fast, good, accurate, cheap.
Different from the full part, the tributary bus is mainly mainly based on the provincial business, and the average number of orders is more than 100 kilometers. This is the current business characteristics. If the trium is to get more share, it is definitely going to develop a longer-distance trunk logistics.
According to Zhang Mingguo, from the perspective of guest groups, the owner is the factory direct customer, mainly a major demand for stone, steel, building materials, and wood.
Among the gangls, there are many information agents / information divisions, collecting the owner information and drivers, line information, and doing intermediate. This type of guest group is more good to get better, and it is even more difficult to get it. Middle-scale direct customer career, it is difficult to find decision makers; the small and medium-sized goods are distributed, and these groups have higher cost.
The trium is in this market, where is it difficult?
Can the cross-city freight business become the second growth curve of the triglla? The truck has accumulated more drivers and car owners in the freight market, and has certain support for cross-city freight services.
However, cross-city freight on the freighter is a new market that needs to build the core capabilities of this market and find the appropriate positioning and breakthrough. At present, the truck has completed the process from 0 to 1 in this regard, follow-up to continue to improve.
The cross-city freight business is significantly different from the same city business. The models of the same city are mainly concentrated between 1.8 meters -4.2 meters models, basically a trolley, and there is not much time to use the big car. The cross-city business, the model is basically 6.8 meters, mainly the model of 13 meters and above, is a big car. This means that the driver of the city freight with the cross-city business is not a person, not a group. Need to re-accumulate driver resources.
The power of the big car is more difficult to manage. In-in, the main capacity of the same city business is the trolley, there is a C1 license, and there is a charter. However, for large cars, there must be road transport licenses and qualification certificates. At the same time, the driving age and driver’s license should meet the requirements, and there is a higher demand for driving technology and line familiarity, so the driver’s accession will be more stringent. Therefore, the truck needs to accumulate the capacity of large cars from the beginning, the cognition of the driver’s driver, the cognition of the operation mode of the big car, from the access to operation, need to establish capacity from 0 to 1; [ 123] In addition, the expansion of the guest group. The carriage business is intended to have a trolley service before the truck business, but the intersection will not be much. Subsequent teams need to establish a large-scale team to expand their sources. Zhang Mingguo said that this year will set up a team of hundreds of people and even thousands of people to do their own guest groups.
From the same city to the cross-city market, it is not simply guided the original traffic, but it is necessary to build a set of systemified business lines. The business logic is different from before, from the power to the owner, There is a very important link to explore how resources have to be accumulated and explore how to serve the goods and drivers, including orders, the price selection, access to direct guests and efficiency, etc. are very important. Zhang Mingguo believes that the capacity of the logic, line properties, pricing and pricing and map capabilities is very important.
For the ferrite, the cross-city freight is the second growth point, but how to play this kind of work, will be very happy.
The following is an interview with the Director of Tiger Snoring to the Dafa Dafa Director Zhang Mingguo, Zhang Mingguo, Sharing:
Q: Is the traditional information department to be lost by the Internet?
Zhang Mingguo: There is no current contribution value in the future. In the past, they have a certain value, you can give the goods a promise, such as the goods that Beijing to the southwest line can almost find the car. When the core capacity has been replaced by the platform, the value has been eliminated.
Why is the information department still exist? This is caused by the inertia of the upstream. Direct customers do not have money to save money, the freight cost is one of the costs, as long as the cost is controllable,It’s okay to fall. In addition, the direct passengers do not want to waste time in high-frequency communication and freight rates with the driver. The value of the information department is to communicate with the driver.
Q: What are the modes and development phases of the freight platform? What kind of model does the trigle to do the freight platform?
Zhang Mingguo: The freight platform wanted to go to the transaction from the information release, and walked from the transaction to the carrier. The information is the simplest, and the level of participation of the platform is the least. The ferrite defines itself as a platform for information. On the one hand, there is your own pricing, the price is transparent. On the other hand, there is a lot of algorithms and models in the distribution order. Go down and go to the intelligent carrier, it relys more dependent on capacity schedule, and map capabilities have past data and wind control capabilities.
The core difference between the triumphalla and information release platform is to participate in the price, the trigle is a different kind of shipping radius for different cities, and there is a driver’s willingness model. There is also a driver orientation model. The model of different time periods to ensure user demand. Therefore, the latch is pursuing, fast, good, accurate, cheap.
There is a response, the user shipped, the driver’s orders is approaching 90%. It is fast, the arrival is fast, and it is stable for capacity management. The driver control is above, the service process is clear. The quasi is the requirements for the matching of the cargo, which is the benefits of resending the interests on the basis of the intermediate links such as the Ministry of Information, allowing the driver and the owner to benefit.
Q: Full of help into the same city market, the trump is in the cross-city market, is this a natural extension?
Zhang Mingguo: This is more natural extension. No matter from the city to the city, it is still a chance to see the city. In the past, the needs of customers themselves are not single, and when they look at customers, they are all when they want a customer’s multiple models, they can get satisfaction, all-model and full chain demand in the same platform. It is met, which is the largest way of stickiness. Everyone will feel that this is the necessary opportunities and development.
Q: In the two ends of the cargo owner, a supply side a demand side, which one is the focus of work?
Zhang Mingguo: The side focus is fluctuating. The order is not lacking when the truck is started. Because there is a platform for users, the platform vigorously develops capacity. The current flow rate of the capacity is OK, but the order is not enough, so the next team should be added to the source.
From the perspective of operation, the secondary side of the car and the goods is different, which will definperate. The essence of the platform is fast, the owner is on the platform, contributing to the value of the customer, the first is fast, the second is the capacity of capacity, these two things are for the capacity, the trim is in the capacity Take more time. But from the stage of operation, the importance of both ends will alternate.
Q:What is its barrier? May be a scale or a matching level?
Zhang Mingguo: The freight platform wants to build its own barriers. Generally speaking, there are two core barriers, the first is the accuracy of pricing. Can be fixed to the driver and the user satisfied, in line with the fluctuation of the price on the market. The second is the ability to scheduling, can you decide which orders will be given priority to this driver.
Q: How is the pricing of the triglla?
Zhang Mingguo: First, the public freight market bidding data is a way to obtain data; the second, pure cost pricing, different vehicles are different in different directions, and the goods Lala’s own actuarial model, there is a price model; third, employee online, whether it is expanding the user or expanding the driver, the price information they collect will be referred to. Fourth, the product has a response rate or the driver’s watch grabs, which reflects the driver’s grab.
The stronger the driver’s grab rate, the more attractive this shipping fee. The other is a single conversion rate of the driver’s valuation. The driver will jump out of a price after entering the vehicle, and the platform will jump out of the price as its valuation. How many users will continue to finish the entire following flow after the price, look at this price, continue to enter the goods information, put this single, this is the estimated price. Change rate. Estimation The order of change can be seen to see the user’s accepted level for this price. In addition, the driver will open the window and reflect the attitude of the valuation.
In this way, training, as the platform is getting bigger and bigger, the price data is increasing, the price is fixed and fluctuating with the season, and it is really capable of bonding the real needs of the market. It is now done with a lot of artificial, with the season’s fluctuations, the price update is not that timely, the platform uses additional fees to reflect the freight fluctuation. But from the point of view of the pricing, the future hopes to fluctuate more in line with the market.
Q: The truck is priced for each line, is it to master pricing rights?
Zhang Mingguo: The platform must be a price for the freight transaction, but the behavior of the price is not a pricing power, because the pricing power is how much it is. Now the platform just expresses the real pricing in the market. For example, Guangzhou to Shanghai is more than 7,000 dollars, Shanghai to Guangzhou is 10,000 to 12000. It is 1470 kilometers. Such pricing is based on the supply and demand relationship between the two ends. What we have to do is evolving this system price, it is not called pricing power.
Q: The price of the return truck is cheap, disturbing the price system, how to deal with?
Zhang Mingguo: If we fully respect the market’s pricing, the price of the rushing car already contains this price. For example, I mentioned about Guangzhou to Shanghai, Shanghai to Guangzhou to Guangzhou, 1470 kilometers, if the cost is coming to Guangzhou back to Shanghai 6000, 7000The money is definitely less than 30% of the cost price.But the market is this price.Why do the vehicles run?It is because it knows Shanghai to Guangzhou.The platform is just dominant, and there is no problem that the backhaul pricing is handled separately, because Shanghai to Guangzhou pricing is 12000.
Q: What is the biggest difficulty in the development of the big truck business?
Zhang Mingguo: Now the difficulty is to break through everyone’s perceived boundaries of the ferry business.As a consumer’s way to know the fonded label is that the trigraco is used when moving.Most orders are serving small B and logistics customers, this inherent cognition is more difficult to change.For us, the truck is doing the same city, this is a cognitive prejudice.It is now going to break this prejudice more.