文 | 柯基
zaishunfengshunlidenglugangjiaosuodeqingshixia,cainiaoyezaijiaqiangwuliujichujianshedebuju。
jinri,kataerhangkonghuoyunxuanbujiangyucainiaojinyibushenhuaxianyouhezuo,zhizaizhulikuajingdianshangzengzhang,tishengquanqiuxiaofeizhegouwutiyan。
cainiaoquanqiugongyinglianshujuxianshi,jinnian“heiwuwangyi”qijian,cainiaohaiwaicangchukudanliangzhengtitongbidafuzengzhang。qizhong,zaibeimei,cainiaohaiwaicangfengzhiridanliangtongbizengzhang3bei。
kuajingdianshangzengzhangduicainiaowuliujichujianshetichugenggaoyaoqiu,zaiwanchengsanlunrongzihou,zhongqishangshijihuahuokeweihouxutourutigongzijinbaozhang。
zuoweiyoushang,shunfengtongguoipoyijingkuochonglezijinshili,zaikuaidiyeneijuanbuduanshengjidexingshixia,“shaoqian”sihunanyibimian。
被迫成为顺丰的“友商”
kuaidixinguishishihou,cainiaozhinengzhudachunwuliugainian。
3yue1ri,《kuaidishichangguanlibanfa》zhengshishishi,kuaidiqiyeweijingyonghutongyishanzishiyongzhinengkuaijianxiang、kuaidifuwuzhandengfangshitoudikuaijian,jiangmianlin3wanyuanyixiafakuan。zheiyiguidingjikuaidixingyedailaizhongdabiange,yicainiaoweidaibiaodewuliuqiyeshoudaoxianzhuyingxiang。
cengjing,cainiaopingjie“zuihouyigongli”gainianzaiwuliushichangzhanjuzhongyaodiwei,tongguocainiaoyizhandengmoshiyouxiaozhenghekuaidiziyuan,weiyonghutigongbianjiequjianfuwu。raner,suizhekuaidixinguiluodi,zheizhongyoushibuzaimingxian。xinguiyaoqiukuaidiyuanjiangbaoguosongshanglou,xueruolecainiaoyizhandengsheshidezuoyong。
yonghukezaijiazhongjieshoukuaidi,zheibujinyingxianglecainiaoyizhandeliuliang,yeduiqijiyu“zuihouyigongli”goujiandeshangyeshengtaidailaitiaozhan。
yifangmian,cainiaoyizhanyewuliangkenengdafuxiajiang。guoqu,daliangkuaidibaoguohuijuzaiyizhan,dailaikeguanliuliangheshangyejihui。rujin,kuaidizhijieshanglou,yizhanbaoguoshuliangjianshao,shequliuliangrukoudiweishouchongji,yituoyizhandezengzhifuwuyemianlinkunjing。
lingyifangmian,cainiaozai“zuihouyigongli”depeisongchengbenkenengzengjia。weishiyingxingui,cainiaoxudiaozhengpeisongcelve,jiaqiangyukuaidiyuanhezuo,quebaokuaidishunlishanglou,zheiwuyihuizengjiayunyingchengben,yasuolirunkongjian。
mianduizheiyijumian,cainiaozaizibenshichangdecelvebudebuzuochudiaozheng。cengjingyi“zuihouyigongli”gainianweihexindefazhanmoshinanyichixu,zhinengzhudachunwuliugainian。
suihou,alifangmianguoduanchehuicainiaoipo,rangcainiaogengjiazhuanzhuyuchunwuliugainiandefazhan。alifangmianzai3yue26rifabugonggaocheng,weigenghaojiaqiangyualidianshangyewuxietong,yijijixuzhichicainiaokuodaquanqiuwuliuwangluotouru,juedingchehuicainiaoshangshishenqing,bingyaoyueshougoucainiaoshaoshugudongdeguquanheyuangongyiguishudeguquan。bencishougoushejijinedadao37.5yimeiyuan。
alifangmianbiaoshi,zheiyicelvetuxianlealijiaqiangqidianshanghexinyewuhewuliuxietongdejujiao,yijiduiweilaiwuliuzhanlvetourudexinxin。
zheiyangyilai,zaizibengushicengmiandesuzaoshang,cainiaojiangyushunfeng、jingdongwuliuchengwei“youshang”,jidajiajunzaichunwuliugainianshangzuowenzhang。
两种出海逻辑
zaiguoneikuaidiyejiejinbaohedezhuangtaixia,haiwaiyewuchengweicainiao、shunfengdengjutouxindeyewutupokou。
genjuguojiayouzhengjudeshuju,2024nianqian8yue,woguokuaidiyewuliangda1088yijian,tongbizengzhang22.5%;danxingyedanpiaojunjiayijiangdao7.93yuan,tongbijixuxiajiang10.8%。zheiyiweizheguoneikuaidiyeneijuanyanzhong,qiyeweizhengduoshichangfenedadajiagezhan。
fenxirenshizhichu,kuaididanpiaojiagechixuxiajiang,qiyelirunkongjianbeiyasuo,yingxiangyinglinengli,yeduixingyekechixufazhandailaitiaozhan。
zaizheiyangdebeijingxia,cainiaoheshunfengdengguoneikuaidixingyejutoufenfenjiangmuguangtouxianghaiwaiyewu,xunqiuxindezengzhangjihui。buguo,cainiaoyushunfengsuidouzhongshichuhaiyewu,danneizailuojidaweibutong。
cainiaoyikaoalixiyijidianshangyewudetuozhan,zhubujiangyewutuozhanzhihaiwai。beikaoalixiziyuan,cainiaokeyichongfenliyongqifengfuziyuanhedianshangyewuyoushi,shixianshenduchuhai。
yifangmian,cainiaoyualiqixiadianshangpingtairusumaitongdengjinmihezuo,gongtongdazaokuajingdianshangwuliushengtaitixi。zheixiedianshangpingtainenggouweicainiaotigonghailiangdingdanziyuanheshujuzhichi,shiqinenggengjingzhunbawoshichangxuqiu,youhuawuliuziyuanpeizhi。
lingyifangmian,cainiaojijituozhanyuhaiwaidianshangpingtaidehezuo,jiangzhongguoshangpinshusongdaoquanqiugedi,jinyibutuokuankuajingdianshangwuliuyewufanwei。xiangguancaibaoshujuxianshi,jiezhi2024nian9yue30rizhijidu,cainiaoyingshoutongbizengzhang8%zhi246.47yiyuan,zhuyaolaizikuajingwuliufuwushourudezengzhang。
yuzhixiangbi,shunfengxuyaoyikaoqiyegongyinglianchuhai,jinyibukuozhanqichuhaiyewu。youyuquefaalizheileidianshangpingtaidezhuli,shunfengmingbaihennanqiangdaokuajingdianshangde“diyiluodian”,yushibianbajinglijizhongzai“dierluodian”shang。zheige“dierluodian”zhideshisuizhekuajingdianshangdehuobao,zaidangdizhujianxingchengdewuliuxiaofeixiguan,yijizhongguoqiye“channengchuhai”he“pinpaichuhai”qushisuodailaidegongyinglianjiyu。
jiandanlaishuo,shunfengdezuofashi,dengjituzheileipingjiakuaidizaidangdibawuliuxiaofeixiguanpeiyangqilaihou,wajuedangdirenduishixiaokuaididejijianxuqiu。tongshi,xiangxiaomizheiyangjuyougongyinglianshuchunenglidezhongguoqiye,zaidangdisheliwangdian、kaibangongchang,henyoukenengdaidongxiangguanwuliuxuqiu。
youyisideshi,zaishunfengshangshideqiaozhongxianchang,xiaomicfolinshiweiyeqinlin“zhantai”。shunfengyuxiaomiguanxishenhou,zaozai2018nian7yue9rixiaomixianggangshangshidangtian,shunfengchuangshirenwangweibianzuoweixiaomidejishitouzirenxianshenqiaozhongyishi。erzaishunfengwanchengde2.05yimeiyuanjishilunrongzizhong,taipingyangbaoxian、xiangshuziben,yijixiaomijituanquanzizigongsigreen betteryefenfencanyuqizhong。
zaiyindu、dongnanyadengxinxingshichang,xiaomideshichangzhanyoulvjiaogao。shunfengkeyiyuxiaomihezuo,weixiaomidechanpintigonggaoxiaodewuliupeisongfuwu,tongshiyekeyiliyongxiaomizaidangdidepinpaiyingxianglihexiaoshouqudao,tuozhanzishendewuliuyewu,shixianhuligongying。
菜鸟也差钱
cainiaojujiaodechunwuliugainian,yiweizhejiangbagengduojinglitourudaowuliujichusheshijianshe、yunshuwangluoyouhuayijifuwuzhiliangtishengshang。
muqian,cainiaodewuliuwangluoyijingfugaiquanqiu200duogeguojiahediqu,yongyou2geguanjianzonghedianshangwuliushuniu、18gehaiwaifenbozhongxinyijibianbuquanqiudehangkonghuoyunhedimianyunshuwangluo。zheixiejichusheshidejianshe,weicainiaotigongleqiangdadewuliuzhichengnengli,shiqinenggoukuaisuxiangyingshichangxuqiu,shixianquanqiufanweineidekuaisupeisong。
cainiaotongyangzaijiakuaihaiwaishichangdebendihuayunyingbufa。cainiaojituanfuzongcai、ouyadaquheshangyefazhanbuzongjinglixiongweibiaoshi:“dianshangcongdanyidefazhanlujingtuozhanweiquanqiubuju,duiwuliudexuqiuyecongkuajingyunshujinyibuyanshendaobendihuadeshenduyunying。”dangqian,cainiaozaiouzhoubentunenggoutigongjinxu2ouyuandeciridabendikuaidichanpin,erzaiqitafanouguojia,zekeyitigong3zhi5ouyuande3ridawuliufuwu。
yixibanyaweili,cainiaotuichulexipuquanjingdianshangbaoguoliangridadejingjixingwuliuchanpin,bingqietigongzhongxishuangyukefuzhichi。muqian,cainiaozaixibanyadeziyingkuaidiwangluoyijingfugailechaoguo40geshengfen,peisongfanweihangaiwaidao,tongshizai25gezhongdianchengshishixianle“cirida”。
yishunfengweicanzhaowu,cainiaoweiquebaoshangshucuoshishunliluodi,shibiyaotourudaliangzijin。
2018nian,shunfengyi55yiyuandejiagejiangdhlxianggang、dhlbeijingliangjiagongside100%guquanshourunangzhong;2021 nian,shunfengyouchizi146yiyuanshougoulexianggangdejialiwuliu。2022nian7yue,ezhouhuahujichangzhengshitonghang。zheigeyouhubeishengyushunfenggongtongjianshedeminyonghuoyunjichang,beiyuweiyazhoushouge“zhuanyehuoyunshuniujichang”。cong 2015nianquedingxuanzhi,lijing8nianshijianzhengshitonghang,shunfengzaicixiangmushanggongjitouruleyue200yiyuan。
jushunfengfangmiantigongdeshuju,10yue19ri,ezhouhuahuguojijichangleijihuoyoutuntuliangdadao100wandun,zengsuweijuquanguodiyi。
raner,chixuduoniandedaguimotouru,yejishunfengkonggudecaiwuzhuangkuangdailaileyinyou。shunfengdeliudongfuzhaicong 2017niandide314.90yiyuan,yilupanshengzhi2024niansanjidumode885.85yiyuan,zichanfuzhaibiyeyizhichuyujiaogaoshuiping,muqianwei52.59%。
zaishenqingshangshizhiqian,cainiaoyijingwanchenglesanlunrongzi,mujizijinzongedadao310yiyuan。congmuqiandexingshilaikan,zheizhongtouziliduzaiduanshijianneibuhuijianruo。cainiaojituanceowanlinzhiyan,mianxiangweilai,cainiaojiangshizhongjianchiyiguandeshuzihua、quanqiuhuahechanyehuafazhanlujing,qizhongbaokuochixugoujianyizhang“zhongguo+kuajing+haiwaibendi”dequanqiukuaidiwangluo。
zhibuguo,zuoweiyoushangdeshunfengyijingtongguoipodefangshijinyibukuochonglezijinshili,mianduizheichangkuangrichijiude“shaoqiandazhan”,cainiaozaiwanchengchunwuliugainiandebaozhuangzhihou,yekenengxuyaoduiipojinxingtisu。
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