Recently, China Southern Airlines (600029.SH) released a blockbuster product on its WeChat official account: “Door-to-Door” same-day delivery, which cuts into the express delivery market that has not been involved before, from the traditional shipping business. “Door-to-door” Daedal first chose to test the water on the Guangzhou-Beijing route. The reason why it is a blockbuster product is because “Daedal”’s commitment to timeliness refreshed the Guangzhou-Beijing air express market. aging.
The reporter checked the Beijing-Guangzhou lines of express delivery giants SF Express, JD.com, and “three links and one delivery”, and the fastest was only a promise of “next day delivery.”
From air cargo to express
According to the reporter’s understanding, the company responsible for the completion of China Southern’s “Same-Day Delivery” express service is China Southern Logistics, which has completed the mixed reform. It has united China Southern’s ground service department and integrated third-party cooperation resources to provide customers with “door-to-door” services. “On the same day.
For China Southern Airlines, its belly compartment is a natural transportation carrier, but it was previously leased to external customers such as express companies for use. This time, China Southern Airlines intends to extend its customers from the B-side to the C-side, in addition to transporting goods by plane. , And go to the user’s home to pick up and deliver the package.
As an example of China Southern Airlines, customers in Guangzhou can use the WeChat applet of China Southern Airlines to select the “Same Day Delivery” service to place an order before 11 a.m. The pick-up staff will pick up the parcel immediately, and it will be delivered to the designated address in Beijing on the same day. In addition, China Southern plans to open more routes in the future.
It is worth noting that the above-mentioned “China Southern Airlines Express” business segment was officially launched in early January this year. At present, it has launched domestic “door-to-door” standard air express products for individuals and the “fly delivery service” of fresh produce warehouses. “Door-to-door” air freight delivery products on the ground.
The “China Southern Airlines Express” is also part of China Southern Logistics, which has completed the mixed reform, and plans to launch a series of business products. The planning table also includes China Southern Special Transport, China Southern Special Transport, China Southern Standard Transport, and China Southern Intermodal Transport.
At the end of last year, China Southern Logistics held a capital increase signing ceremony, introduced 7 investment entities, and implemented employee shareholding, marking the official landing of the mixed reform. The key investment of the funds raised by the mixed reform is to build an aviation logistics industry system that “integrates world and earth”. Therefore, extending the express service business is also part of its construction of the aviation logistics industry system of “world and earth integration”.
Find the blue sea from the express red sea
Prior to this, China Eastern Logistics, which was the first to complete the mixed reform, has been transforming from a pure freight carrier to a modern logistics service provider. This is because the air cargo market before the pandemic is even more difficult compared to air passenger transportation, which is not easy to make money.
According to statistics, from 2010 to 2015, the cargo volume of China’s civil aviation increased by 12%, but the freight rate dropped by 27%. In 2015, the average freight price of Air China, China Eastern Airlines and China Southern Airlines was 1.27 yuan per ton-kilometer. There is almost no profit margin and the source of goods is not in their own hands.
In contrast, domestic express companies such as SF Express and YTO, which control the supply of goods, have set up their own cargo airlines and use their own aircraft to transport their own express delivery. International express delivery giants such as FedEx and UPS have also frequently added to China’s cargo routes.
And this time China Southern Airlines reversely entered the express market controlled by SF Express, and it was not easy to grab a piece of cake. At present, the low-price competition in the domestic express industry is becoming more and more fierce, and single-ticket revenue has been declining for months. Even SF Express, which has previously positioned high-end, has begun to reduce its profile. The “price reduction” cuts into the e-commerce piece delivery occupied by the “three links and one delivery” market.
China Southern Airlines clearly needs to take a different path to enter the express delivery business. Its “door-to-door” products on the Beijing-Guangzhou line promise “same-day delivery” faster than SF Express, but the price is as high as 268 yuan.
The reporter checked the prices and timeliness of several large express companies on the Beijing-Guangzhou line. SF Express is a “next day delivery” with a price of 23 yuan. Zhongtong Express is expected to arrive on the third day, and the price is only 12 yuan.
“The same-day delivery of China Southern Airlines is aimed at customers who need urgent delivery, and it can be considered as a differentiation from the current express delivery products.” An industry insider analyzed to reporters, and if a homogeneous express delivery product is launched, there is no ground. It is difficult to get a piece of cake from the current competition.
According to the reporter’s understanding, in addition to “same-day delivery”, “China Southern Airlines Express” currently also launches standard air express products. The price from Guangzhou to Beijing is 20 yuan, which is the same as JD Logistics, but the delivery time will take one more day (about three days). Days), but the service network has not yet reached remote areas including Xinjiang and Yunnan.
In order to capture its own frequent travelers, “China Southern Airlines Express” also launched the “baggage delivery” service, and later plans to open terminal express and pet delivery services, hoping to combine its own aviation advantages to tap the increase. Express market space.
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