Can Anxin Logistics "Save The United States" After Huang Guangyu Returns?

The market is like a battlefield, there is no shortage of old enemies. With Gome and Suning emerging from the battlefield of home appliance retail industry, the "US Soviet competition for hegemony" for 20 years has also begun. Some people say that once there was Suning, there was Gome. From the offline to the capital market, this pair of strong enemies are closely linked.

In June 2004, Gome took the lead in listing in Hong Kong. Just a month later, Suning also landed on the Shenzhen Stock Exchange. Up to now, there is still a rumor that Zhang Jindong broke the mallet of Shenzhen Stock Exchange on the day of listing.

Huang Guangyu and Zhang Dongdong's rivalry ended when the former were jailed in the first stage. But when Huang Guangyu came back, Zhang Jindong did not have the fierce.

However, compared with Zhang Jindong, who lost control of Suning, Huang Guangyu still has a chance. And an important step of recovery is that Gome is sparing no effort to activate the logistics network.

An old card called "an Xun"

Anxin logistics is not new. As early as August 2012, Gome warehousing and Logistics Investment Co., Ltd. invested 100 million yuan to establish the company. Its business scope covers warehousing and storage, distribution services, general freight, special cargo transportation (refrigerated and fresh-keeping), domestic express delivery (except for the exclusive business of postal enterprises), road freight agency, etc.

According to the official profile, Anxin logistics is "a national third-party logistics company based on Gome group's strong resource network. It has gradually grown from being responsible for the warehousing, allocation and distribution of Gome commodities to a logistics company with 28 years of experience in integrated warehousing and distribution services.".

Strange to say, although established for many years, Anxin logistics has a low sense of existence in the industry. However, it is not difficult to see from the above introduction that the prosperity of Anxin logistics largely depends on the prosperity of Gome.

The 21st century economic reporter has noticed that since 2020, Gome will continue to make new moves and new retail layout will blossom everywhere. In order to keep up with the pace of e-commerce, Gome began to focus on improving its online business share and reached cooperation agreements with pinduoduo and Jingdong. On January 12 this year, Gome app was updated and renamed "really happy", showing people with a new look.

As the node of the new retail connection online and offline, logistics has become a strategic place.

For Anxin logistics, relying on the warehouse distribution network system established by Gome, it can undertake the distribution of large and medium and small goods at the same time. This also enables Anxin logistics to take root in other e-commerce platforms.

The thinking and playing methods in the Internet era make the old brand home appliance retailers including Gome and Suning have to meet the transformation of the mobile era. Even if Huang Guangyu is as strong as Huang Guangyu, he has to emphasize at the global investors' meeting in April this year that it does not exclude cooperation with any mature sales platform.

In April 2020, Gome and pinduoduo reached deep strategic cooperation. The logistics network covering the whole country and Gome's own supply chain capability finally attracted pinduoduo to become Gome's war investor. In addition to pinduoduo's strategy of subscribing Gome's $200 million convertible bonds, the agreement between the two sides also includes that Gome will connect "home life" supply chain, medium and large cargo logistics network, service solutions and other "retail infrastructure" to pinduoduo to provide rich and quality goods and services. At the same time, the two sides will also carry out comprehensive, in-depth and close cooperation in joint large-scale procurement, customized products, joint marketing, home appliances to the countryside, and the formation of online and offline flow alliance.

And after pinduoduo, Jingdong also quickly threw olive branches. In May 2020, Jingdong announced its strategic investment in Gome retail and purchased overseas convertible bonds issued by Gome retail with us $100 million. Subsequently, in August, the two sides further deepened their strategic cooperation and will launch joint procurement with a scale of up to 30 billion.

The cooperation between Gome, pinduoduo and Jingdong naturally involves logistics. In the cooperation with pinduoduo, Anxin logistics can provide targeted services for pinduoduo businesses in the aspects of medium and large cargo logistics, warehouse and distribution integration, installation and delivery, etc. In the cooperation with Jingdong, Anxin logistics undertakes the large goods distribution business, and provides delivery and loading integrated service, which makes it a strong supplement to JD's self operated logistics.

However, Anxin logistics is obviously not willing to only become "accessories" role. It is reported that Gome cooperated with Shunfeng, Yunda, meituan, Dada and other third parties to complete the distribution before, and it became a self built team after April. On the one hand, it shows that the self owned distribution team of Anxin logistics is not inferior to any partner in terms of timeliness, on the other hand, it also hopes to improve the consumption experience of users by virtue of its own logistics system. It is worth mentioning that Anxin logistics has said that in the future, its services will not be excluded to pinduoduo and other third parties as well as consumers.

Can an Xun become the new growth pole of Gome?

Although it has been operating independently since July 2013, Anxin logistics has been deeply branded with Gome from the beginning to the end.

One detail is that in 2014, Gome put forward the "benchmarking service" of "three deliveries a day" - consumers can choose to deliver in the morning, afternoon and evening every day to achieve accurate delivery. And this service is also recorded in the slogan of Anxin Logistics: "one day, three, accurate delivery, delivery and loading synchronization."

According to the 2020 financial report disclosed by Gome retail, Gome retail has 3421 retail stores in China. In 2020, there will be 1034 new counties in the whole year, with more than 1600 transportation routes in China. According to the annual report, zhenhappy app is a half-hour express delivery service with nearly 3000 offline stores of Gome as front-end warehouses.

The distribution services of zhenhappy app include direct marketing and distribution by third-party sellers. According to the 21st century economic report reporter's inquiry, its direct business is all undertaken by Anxin logistics. It has launched such special distribution services as time delivery, limited time delivery, half day delivery, next day delivery and designated day delivery. Consumers can enjoy the service of free delivery fee and "delivery and loading synchronization" when purchasing self operated household electricity.

According to the public data, since 2017, Anxin logistics has launched the "delivery + installation + debugging" one-stop service. Among them, the "delivery synchronization" service of TV category has covered the whole country, and the "delivery and loading synchronization" service of washing machine category has covered 462 + cities in China. Last year, during the "double 11" period, an Xun "delivery and loading synchronization" service was upgraded.

The reporter noted that Anxin logistics has recently upgraded and updated its products and services more frequently.

On July 23 this year, Anxin logistics said that it would upgrade the original "flash store delivery" business, and consumers would place an order in zhenhappy app to purchase small and medium-sized goods such as 3C and small household appliances. If there is goods in the nearby stores, Anxin can provide customers with the fastest 30 minutes of free delivery in the same city; If there is no goods in the nearby stores, the goods will be allocated from the warehouse and the distribution will be completed within 24 hours, and all the above links will be fully serviced by special personnel.

On August 10, Anxin logistics announced that its supply chain logistics network of less than carload, special vehicle and assembly was online. It is reported that this network will eventually cover more than 400 large and medium-sized cities, 2800 districts and counties, and more than 45000 townships and towns in 31 provinces, municipalities and autonomous regions (excluding Hong Kong, Macao and Taiwan) through more than 2700 lines.

In summary, Anxin logistics has formed several advantages: first, a warehouse network system covering the whole country, synchronous delivery and loading, and entering the village; Second, the medium and large products represented by household appliances occupy the market share; Third, relying on Gome's supply chain system, its warehouse resource layout and efficiency are constantly optimized.

It is undeniable that under the new background of retail industry in which business flow determines logistics, Anxin logistics, which is known as the "open third logistics platform", does have certain imagination space. But the variables it faces can not be ignored.

Up to now, although the third-party business of Anxin logistics has exceeded 30%, the retail scale of Gome platform will still play a leading role in the short term.

According to the "quarterly monitoring report on China's online retail B2C market" released by Analysys, in 2021q1, the transaction scale of China's online retail B2C market was 1601.03 billion yuan, with a year-on-year growth of 27.9%. In terms of market share, tmall, Jingdong and Suning e-buy ranked among the top three, accounting for 63%, 26.5% and 4.6% respectively. Zhenhappy's market share was 0.4%, ranking sixth.

In the second quarter, the domestic online retail B2C market transaction scale was 2274.28 billion yuan, up 16.3% year on year. But true happy's market share was 0.3%, falling to seventh place.