2014-09-23-奥纬咨询-Disruptive_Logistics_12页_427kb

E-Commerce Logistics Innovation Summary

Disruptive Logistics: The New E-Commerce Frontier

• Shift: Delivery logistics is evolving from a routine business to a key differentiator for e-commerce players.
• Impact: Blurs boundaries between e-tailing and logistics, fundamentally changing the e-commerce ecosystem.
• Focus: E-commerce players (all sizes) are using delivery speed and innovation to add value, differentiate, and maintain customer loyalty.

The Giants: Rising Service Pressures

• Scale Advantage: E-commerce leaders like Amazon, Google, and Alibaba drive needs for logistics partners.
• Challenges:
  • Meeting high growth demand (double-digit rates).
  • Capacity constraints during peak seasons (e.g., Amazon performance drop).
  • Limited number of large-scale delivery operators in many countries.
  • Dependence on key logistics partners (e.g., Amazon's 30% market share in Germany).
• Opportunities & Strategies:
  • Partner with various logistics companies regionally/nationally.
  • Expand fulfillment centers and warehouses (managing complexity).
  • Develop unique in-house delivery logistics solutions for differentiation (e.g., Amazon Prime, Google Shopping Express, Ebay's Shutl).
  • Address labor risks and focus on risk management.

SMEs: Holding Customers (Multi-Channel Advantage)

• Need: SMEs rely on logistics partners but aim to close the gap with giants through service innovation.
• Strategy: Multi-channel retailers can leverage their physical stores and decentralized warehouses for faster, better delivery service, creating a logistics edge.
• Beyond Plugging Couriers: Requires shifting focus to a smart, efficient multi-channel supply chain across processes.
• Pure-Play SMEs: May find broad same-day delivery challenging due to centralized warehouses. Solutions could involve:
  • More decentralized distribution.
  • Collaborating with niche SMEs for local warehouses.
  • Implementing anticipatory shipping (using data to predict orders).
  • Improving IT for efficient fulfillment.

Third-Party Logistics (3PL): Delivering Innovation

• Pressure: 3PLs must meet the market's growing demand for speed and innovation.
• Key Areas:
  • Speed: Offer faster options (same-day), integrating it normally to control costs.
  • Predictability: Focus on shorter delivery windows, allowing customers self-selected windows ("pay per slot").
  • Last Mile: Utilize parcel lockers, extended delivery hours, etc., for better convenience.
  • Sunday/Delivery: Sunday delivery (led by Amazon) and efficient grocery delivery are becoming key battlegrounds.
  • Fresh Goods: Specialized solutions needed for handling e-commerce of perishables.
• Data & Integration: Require seamless integration with e-tailers for end-to-end control, customer data to optimize service.
• Anticipatory Shipping: Requires faster speeds and proactive supply chains. Needs collaboration between e-tailer and 3PL.
• Pricing: E-commerce giants select service providers, forcing logistics firms to optimize pricing and transparency (lane-based/area-based pricing). Understand cost structures and service quality to compete.
• Cost Focus: Need to balance cost reduction with flexibility. Optimize networks and prepares for peak seasons.

Bringing It Together

• Drivers: E-commerce logistics innovation is spearheaded by giants, pressuring 3PLs and challenging SMEs.
• Examples of Adaptation:
  • Conrad Electronics (blending online/offline).
  • DPD (one-hour delivery).
  • REWE (Online grocery with one-hour delivery).
  • Deutsche Post DHL (Testing same-day, becoming e-tailer).
  • Walmart, Uber (Testing same-day delivery).

Case Studies & Models

Same-Day Delivery Becoming "Inevitable"

• Demand: Driven by major players; consumer expectations are rising for faster delivery; widely adopted model (Germany as example).
• Models: Examines courier network, DIY fleet, and parcel carrier models for same-day delivery implementation.

E-commerce Gets Fresh: Grocery Expansion (Amazon Fresh Example)

• Opportunity: Grocery e-commerce is a major growth area.
• Amazon Strategy: Rolling out Fresh (grocery delivery) in urban areas, integrating with other deliveries for better density and margins.
• Impact: Creates competition for traditional delivery partners (UPS/FedEx) mainly in dense urban areas, potentially benefitting rural/logistical partnerships.

OLIVER WYMAN'S E-COMMERCE LOGISTICS PRACTICE (Concise Summary)

• Service: Offers consulting for E-commerce players (pure-play, multi-channel), Logistics providers.
• Focus Areas: Strategy, operations, business design, market growth, service optimization, competitive benchmarking.

About Oliver Wyman

• Global management consulting leader focused on strategy, operations, risk, and transformation.
• Works with clients in various sectors for business optimization and opportunity capture.