Because of a “five-cent” fee, the rift between Plenty and the users it serves is widening. At the end of April, Feng Nest announced the introduction of membership services, in accordance with the rules of Feng Nest, if you do not buy members, users can save the package for 12 hours free of charge, after the timeout every 12 hours to charge a fee of 0.5 yuan, and after buying members can be unlimited number of keeping, 7 days long storage.
At the end of April, Feng Nest announced the launch of its membership service
One stone stirred a thousand waves, in the rich nest charge initiative launched, Hangzhou Dongxinyuan District, Shanghai Central Flower Garden and other communities announced the suspension of Feng Nest.
According to the ring Beijing-Tianjin network reported that at present, Shanghai has more than 70 community groups to voice, resist The Feng Nest Express Cabinet overtime charges;
And Feng nest is also not willing to show weakness, issued a statement accusing the East New Park community constitute a breach of contract, will pursue economic and goodwill losses. Feng nest technology chief marketing officer Li Wenqing also said that will not give up the time-out fee, otherwise it will not be able to provide services.
Users and feng nest do not give in to each other, so “express cabinet should not charge” this topic set off the national attention and heated discussion.
Over the years, with the rapid development of the express industry, the business model of courier cabinets is also constantly exploring and changing, in the search for couriers to charge and advertising cash, express cabinetbegan to explore the user payment model. However, this model has not only caused dissatisfaction among users, but even couriers are worried about complaints, and the problem is falling to a dead end.
Behind this, a series of questions surfaced: How profitable are the courier cabinets? Outside of China, how do courier cabinets develop, and can their models bring reference to China? For the rich nest fees, other players in the industry will follow up, or to grab their share?
Rich nest charges, all parties are very aggrieved
When learned that Hangzhou, Shanghai and other communities to disable the Feng Nest express cabinet, senior online shopping user Wang Wei “clapped and said fast.”
Wang’s family lives in a district of Tongzhou in the six rings southeast of Beijing, which has five express cabinets, three of which are Feng Nest. For the rich nest, Wang Wei is full of complaints, she said that usually their parents are generally at home, couriers sent to the door sent there is no problem at all, but has been in addition to Jingdong and Shunfeng, basically no couriers take the initiative to send express to home, mostly put into the courier cabinet.
For elderly parents, taking couriers has become impossible to complete, “all kinds of courier cabinets also pay attention to the public number to go to the public number to see the pickup code, but parents do not use a smartphone.” “Helplessly, Wang Wei can only go to the express cabinet to take out the express one by one after work.”
But now Feng nest 12-hour charging system let her “blow up”: “express delivery in the morning seven or eight o’clock put in, I work at six o’clock every day more than eight o’clock to get home, hurry slow or time out.” “
In the eyes of many users, in their own has paid the premise of express delivery fees, express delivery does not send to the door has been very annoying, and now also add overtime fee is even more can not bear, “today launched a time-out fee, if tomorrow to launch a further from the express cabinet to the door of the value-added services, is not to pay? “Wang wei finds it hard to accept.
In her view, the courier cabinet is only convenient for couriers and couriers, not themselves, “why not ask them for money?” “
In fact, however, couriers are now full of complaints.
After Feng Nest announced the charges, Nanjing, a community round-to-pass courier He Fei made a move, he left his own phone on the courier cabinet, told customers that if there is a round pass express is about to time out, you can call to contact themselves to take out again delivery.
For He Fei, this behavior in addition to the cost of their own time, there is a direct financial cost, ” (courier) to Fengnest each delivery charge at least 0.35 yuan.”
But he felt it was more “cost-effective” than the consequences of being complained about. He calculated an account, sent about 250 pieces a day, minus each piece needs 0.35 yuan express cabinet costs, a day can earn 178, but was complained about a time but to fine three or four hundred, “a complaint, I dry two days.” “
There are also couriers who have chosen to leave. On the day I heard the news of Feng’s nest charges, a Zhongtong salesman decided to resign, “If Feng Nest charges more than 12 hours, I have to receive at least dozens of complaints a day, it will not punish me.” “
In the past, for the rich nest, the general attitude of couriers is love and hate, although the resulting cost of money, but the emergence of courier cabinets is still greatly convenient for couriers to deliver.
“The correct process of dispatching is: picking up goods – itist customers – handing out – handing out the door-to-face open-box inspection – sign-off”, He Fei said, but most people in the actual operation is not so, “the reality of the dispatch is sent directly to the express cabinet on the flash.” “
The reason will evolve into this, courier trouble is a reason, he said that there are many times is the recipient phone can not get through, or at the moment is not convenient to sign, “day delivery, 100 people inside 20 people can be at home is good.” “
And for couriers who pay by the number of dispatches, increased efficiency means higher incomes. He Fei revealed that “in the past, couriers take a fixed salary, a day even if a few pieces, a month or so much money”, but with the courier’s salary from fixed to the amount of performance, the number of dispatches directly affect their own income.
It’s just that courier cabinets allow them to be more efficient while also “eating” some of their income. According to He Fei’s statement, their per-piece fee is 1 yuan, and put the express cabinet will spend 0.35 yuan, their monthly in the express cabinet to spend about 2000 yuan, and this money needs to pay out of their own pocket.
Engaged in the express industry for more than ten years, He Fei experienced from no courier cabinet to there is a courier cabinet transformation, he obviously felt that although he paid the cost of the express cabinet, but overall income did increase.
“By the chifu refers to” the rich nest, but also have their own grievances.
Although the explosive article “Shanghai Central Huayuan District to Feng Nest Company’s open letter” mentioned that, according to the district calculation, has been put into use of the Rich Nest cabinet daily profit rate of 240% or more. “It’s already perfectly self-inflicted, and there’s a lot of counter sticker ads, counter screen screens and mobile phone-side advertising revenue. “
However, according to public information, Feng nest not only did not make any money, but also has been a huge loss: Feng nest in the first quarter of 2020 unaudited operating income of 334 million yuan, a loss of 245 million yuan;
According to Feng nest in the country has more than 180,000 express cabinet calculation, the average loss per express cabinet up to 10,000 yuan.
Feng nest CMO Li Wenqing’s explanation, Feng nest cost has two big heads: First, the purchase of hardware, a cabinet cost about tens of thousands of yuan;
Shenzhen, a smart technology co., Ltd. claims to be a strategic partner of Feng Nest, for the latter to provide express cabinet manufacturing, shop operation and other aspects of business. A person of the company confirmed to all-weather technology, to Feng nest commonly used 80-block express cabinet, for example, the price of 23,000 yuan a.
Insiders said that in addition to the cabinet, feng nest express cabinet costs also include site rent, equipment depreciation, laying agent commission, maintenance and electricity network communications costs, management fees, a group of express cabinet initial operating investment amount of at least about 450,000 yuan.
What exactly should the courier cabinet business do?
There is much debate about the emergence of “China’s first express cabinet”. Some people say that the 2010 creation of the box speed is china’s intelligent express cabinet pioneers, and some people think that China Post in 2010 set up the first intelligent delivery terminal, so more should bear this glory.
Whatever the case, it can be seen that china’s express cabinet industry started in 2010, and its real outburst came two years later – from 2012 to 2015, many players entered the game.
In 2012, Santai Holdings set up express delivery easy, in 2014, CIMC Group set up the zhongji e stack, in 2015, Shunfeng, Shentong, Zhongtong, Yunda and other logistics giants set up Feng nest; During this period, a number of small courier cabinet enterprises have also been set up and obtained financing.
Many companies are scrambling to enter, mainly in the express delivery “last 100 meters” of market space.
Over the years, China’s express business volume has maintained a high-speed growth trend.
Between 2011 and 2015, domestic express business maintained a high growth rate of about 50% for five consecutive years, from 5 billion to 20 billion units, becoming the world’s no. In 2017, the total number of express delivery business reached 40.06 billion units. According to the “13th Five-Year Plan” for the development of the postal industry issued by the State Post Office, the volume of express delivery business will reach 70 billion pieces in 2020, with business revenue of nearly 800 billion yuan.
Therefore, in the rapid growth of express delivery volume, the emergence of courier cabinets greatly facilitate the delivery of express delivery, which seems to be a very promising market.
Feng Nest CEO Xu Yubin has explained the commercial logic of Feng Nest’s construction of courier cabinets:
On the one hand is to make money from courier companies, “we hope to provide users with standardized services at the end, to a unified service standards to reduce the requirements of labor skills, so that we can serve courier companies, users can feel the stability of the end of the express service.” “
On the other hand is from the user side to make money, “at the same time, effectively end logistics, trunk flow information into a complete chain, feng nest in the user behavior data deep mining, the future we have to drive the chain through technology.” “
In the past few years, courier cabinet companies are basically in these two directions: express cabinet revenue, the main source is to the courier fees, including dispatch and collection fees, pie costs per few cents, while the strip business a few dollars, but the former more than the number;
Ideal is very full, but in reality, the express cabinet business is not so good.
According to the National Post Office statistics, in 2019 the national express arrival rate is only about 10%, Anxin Securities expects that by 2023 this figure will reach 30%.
In the advertising business, the current stock of express cabinet sonly set of only 400,000 sets, advertising business is not yet systemat, and because of the scene problems, advertising effect also needs to be seen. “The outdoor advertising market as a whole is shrinking, and if our advertising has been full of money, there is no need to talk to couriers and users to charge. Li Wenqing said in an interview with cover news.
In this case, the courier cabinet companies began a wave of consolidation. In July 2017, China Post Capital, Rookie Network, Fosun Capital took a stake in the express easy, will be “express delivery easy” renamed “China Post Express Easy”; At the same time, a number of smaller courier cabinet companies began to gradually withdraw.
Even with the consolidation, the problem of profitability remains unresolved. From 2018 to 2019, Yunda, Shentong, and other investors have been withdrawn from Fengnest.
After charging couriers and advertising cashing are not possible, time-out fees have become a new direction for courier companies to explore charging users.
In 2016, express delivery easy in Chongqing, Taizhou, Nancheng, Weifang, Puyang five cities pilot time-out 4-hour charges, but encountered a public opinion siege. It was quick to begin apologizing, saying that “the rules are not well thought out”, that the rule of charging more than four hours to be charged will be abolished, and that the policy of returning to all free lines will be returned.
But in recent years, some courier cabinets have quietly started charging overtime fees. For example, the cabinet in the Geiger district is 24 hours free storage, over time will be charged, and the express is also reported to be free storage for 24 hours.
In 2019, Feng Nest tried the pattern of user reward, but because the induced appreciation page is too large and skipped the words appreciation small by the user accused of inducing reward. Recently, Feng nest because of the announcement of overtime 12 hours of fees and membership fee model, but also encountered a backlash from public opinion.
What about other countries when domestic courier cabinet companies are under siege for charging users?
In Japan, for example, smart courier cabinets are purchased by property companies and operated by operating companies. Owners are required to pay 100 yen a month for the property, while the courier counter no longer charges anyother fees.
In the U.S., Amazon launched Amazon Hub Web Parcel Collection service in 2019, including lockers and counters, primarily for apartment customers. According to the Wall Street Journal, Amazon Hub’s one-time advance payment of $10,000 to $20,000, unlimited, is largely due to the apartment’s landlord. “They’re not going to charge residents, they’re going to provide a comfortable environment. They can also make up some of the costs by saving workers’ labor. “
From this point of view, The express cabinets in Japan and the United States are essentially paid by the user. Li Wenqing also believes that in the operation of express cabinets, by the property and courier cabinet operating company procurement cabinets, property through the owners to collect management fees to ensure that the cabinet operation mode, relatively clear.
In fact, recently in the domestic has some enterprises in this way, recent lying in Nanjing media reports, Nanjing part of the community has begun to build their own express cabinet, can now be able to break even.
Why is it difficult to charge domestic express cabinet fees?
As a growing express delivery industry with the development of the e-commerce industry, e-commerce express is the main source of income for most courier companies.
From 2011 to 2018, the proportion of e-commerce in China’s total express delivery volume has increased from 60% in 2011 to 70% in 2018 and is expected to be around 90% by 2020, according to the 2018 China Express Industry Analysis Report – Market Operation Situation and Development Prospects Research.
E-commerce as a proportion of express delivery is increasing, study shows
At present, the domestic competition for e-commerce is still very fierce. In order to attract users, parcel, delivery speed and service become the key point of the major e-commerce platform PK, which was once one of the rapid development of domestic e-commerce booster. To some extent, consumers are the beneficiaries of competition among e-commerce.
In the case of Ping Duo, a “9-pack” ping duo, according to the National Bureau of Statistics, China’s online retail sales of goods and services will be 10.6 trillion yuan in 2019, compared with 106.6 billion yuan in 2019, while Ping Duo Duo’s GMV accounts for about 10%, but its parcels account for more than 25%.
It also means that “nine 9-pack” e-commerce stakes a growing proportion, especially in the sinking market.
Judging from the actions of the major e-commerce platforms, they are strengthening their control over courier companies through capital means to ensure delivery speed and service quality.
And in order to compete for the upstream market, courier enterprises in line with the e-commerce “package” demand, but also played a fierce price war, which makes the original low profits of the express industry worse.
Take Yiwu as an example, according to the statistics of Anxin Securities, in 2018 Yiwu Express unit price of 4.27 yuan, down 29% YoY; “
A Shunfeng family of people believe that the courier company in order to grab the market, subsidies to fight the price war, which led to the delivery end of the courier will be squeezed pay.
He calculated an account: a courier’s daily efficiency that is the distribution volume of about 100 single, if according to the cost of 1.5 yuan per single pie, meaning a day income of 150 yuan, the monthly monthly income is (150 yuan x 30 days) 4500 yuan, if you want to reach the monthly salary of 7000-8000 yuan, the daily labor intensity can be imagined. Customers want the courier to wait a moment, directly affect the pay income.
Delivering some packages to courier slots can help couriers improve their efficiency, but they have to pay for it.
At present, the market of express cabinets, according to the size of the door, the charge slot from 0.2-0.5 yuan. To each single dispatch fee of 1.5 yuan calculation, if put into the express cabinet, a door to “eat” 13%-30%;
List of gate fees for a courier
“The courier fee has not gone up a penny, or send a dollar. If you want to support your family, you have to send at least a hundred pieces a day. If the send is a residential area, a day to send more than a hundred, that tired to vomit blood. He Fei thinks, “Ten years ago a month to earn 56,000 yuan is a high income, now 56,000 yuan even life is not enough.” “
Couriers can not afford to bear a higher gate fee, courier cabinettransfer targets, will charge target ingress on the C-side users.
Many users believe that they are reluctant to pay for the nest because they would have enjoyed the service of courier delivery home. China’s first administrative regulation spree, which came into effect on May 1, 2018, specifically states that an enterprise engaged in express delivery business shall deliver the express to the agreed receiving address, recipient or recipient’s designated recipient and inform the recipient or recipient of face-to-face acceptance. The recipient or recipient shall have the right to accept it in person.
There is a view that users of the Rich Nest express cabinet charges have such a drastic response, the root cause is that “domestic e-commerce platforms have spoiled them.”
“A lot of foreign workers are charged for service, the United States high-end business express can be sent to the door, but the price is high, FedEx packages are thrown directly into the yard, this delivery process service is a qualitative difference.” “A courier industry executive said, “At present, e-commerce merchants and platforms to squeeze the express industry, resulting in today’s express industry profits are getting lower and lower, but no profit service is playing hooliganism.”
In the aforementioned express industry executives, the domestic express market has occurred some distortions, the current express practitioners than the previous two years of the willingness to work in the decline, but the survival of the express brother is often neglected problems.
“Express cabinet to charge users is very normal, courier cabinet is not for you a person to use, you put a few days do not come to take, occupy public resources, certainly have to pay the deposit”, the aforementioned express industry executives believe that this is the same as the user at the airport to pay for staging items is the same reason.
The express practitioners believe that from the long-term development of the express industry, the current abnormal state has let couriers in a state of full load, need to improve their efficiency through courier cabinets and other means, and with the rise in labor costs, users to enjoy better express service, for good service payment is an inevitable trend.
However, before the new trend has yet taken shape, Feng Nest as the first express delivery company to publicly announce fees to users, naturally became the target of public criticism.
When Feng Nest led the way to explicitly propose charging users, the reaction of one of its biggest rivals, the Rookie Station, was worth playing with.
Rookie Station is a network platform for community and campus logistics services led by the Rookie Network. Unlike the courier cabinet, the rookie station is a store manned by hand, couriers can send couriers to the rookie station by manual custody, until the user comes to pick up.
After Feng’s nest announced the charges, the rookie station related to the interview, said that all over the community sites will continue to provide free storage services for consumers, will not induce, force consumers to pay.
Compared with Feng Nest, the advantage of the rookie station is that the chargeisor is lower – He Fei revealed that the current rookie station each including a charge of 0.3 yuan less than the feng nest 0.35 yuan. On the other hand, users don’t have to pay and can store for multiple days free of charge. In addition, unlike the express cabinets that use the direct-run heavy asset model, such as Feng nest, the rookie station adopts the open joining model, and the financial pressure is less for the platform.
In addition, from the perspective of the cashmodel, the rookie station is also more diversified.
According to the rookie station, the station’s income in addition to couriers to pay, but also through the operation of other business cash, through the express to bring the flow of passengers, but also led to snacks, fruits, oil and salt and other daily consumer goods sales revenue.
In the national layout, the rookie station is expanding vigorously. In May 2019, the rookie network announced that in the next three years, rookie will provide a new delivery service with partners, rookie station will establish 100,000 community-level sites, with express partners to connect 100 million intelligent logistics terminals.
Rookie President Wan Wei said that rookies can be through cooperation with retail, so as to help brands to accurately launch the purpose, through consumers to the station, to the cabinet, door-to-door and other ways to solve the last 100 meters between users and couriers.
On May 7, the rookie station announced that since the outbreak, the rookie station announced the opening of 30,000 sites in 100 cities for the first time.
In addition to the rookie station, with its business model similar to the panda fast harvest, hundred-world neighborhood, Zhongtong stores, Suning life help and other express collection outlets are also developing rapidly.
In 2018, Panda Express announced the completion of 10 million RMB financing, after receiving 58 tongcheng Yao Jinbo, University Li Rubin, Gobi Oasis, Nanjing 100 meters 1 and other financing.
On March 12, Baxter Group also said in its 2019 earnings report that it would focus on developing brand convenience stores such as WOWO and Baxter Neighborhood in 2020 to promote high-quality growth by optimizing the merchandise structure of orders.
By contrast, courier cabinets that use user fees as their main source of income seem even more unappealing. Over the years, the practice has proved the value of courier cabinets, and the revenue from the provision of services is justified. However, the current state of the domestic express industry makes their fees less easy.
Pushed to the forefront of public opinion, Feng nest executives said they would not respond publicly. In the case of a large number of free food stations, the stalemate of the rich nests do not know how long it will last.
(Wang Wei, He Fei as a pseudonym)