In October 2012, the news of EMS price reduction was overwhelming, becoming a big news in the express delivery industry, only the Pearl River Delta region 1 pound lifting price, from the original 16 yuan to 12 yuan. What prompted EMS to put down his body and play the ** war?Who is the "initiator" of this incident?If EMS really joins the army of the ** war, who will be the final winner of this war?With these questions, we might as well go back step by step to see what kind of mystery is hidden behind the price reduction.
According to EMS related personnel, the "price reduction" has begun as early as the previous year, which is a "preferential" forty percent freight incentive policy for some large customers, which cannot be simply said to be a price reduction, and this ** is not for all customers. It's just that this "discount" was not implemented with the same attention as it is now. So, even if the "price reduction" has long been there, why has it been.
The "regular army" EMS, which has a very high posture and is very upright, will adopt such an "encouragement policy"?It must be said that this ** battle deliberately designed by EMS has a purpose.
Affected by the low-** strategy of "four links and one reach", the business volume of EMS has been affected to a certain extent, and the business volume has shown a downward trend in recent years. In order to increase market share, stabilize existing old customers, and develop potential new customers, "* has become an important factor affecting the development of EMS business. However, the EMS side does not consider this important factor to be "**" but should be "speed". Therefore, EMS positions its strategy as "speeding up".
Since September 2012, EMS has launched the "Next Day Delivery" service and has quickly expanded the scope of the business to 56 important cities across the country. The more concerned "1 pound lifting price will be reduced from the original 16 yuan to 12 yuan" large customer preferential activities, there is also a time limit, however, it is not ruled out that after the deadline, EMS will extend the time of this preferential activity.
Why is it that people are not more interested in "speeding up" EMS, but are particularly sensitive to "price reduction"?It can be seen that in the express line in China.
At a time when the industry does not belong to the era of "brand", consumers' sensitivity is more inclined to ** and service. As a self-owned enterprise in China, EMS, these two are not its own advantages.
EMS can do the lowest price in the industry, but it will not, no matter how EMS lowers the price, it will not be lower than 'four links and one reach'. When EMS-related people faced the problem of the "** war", they expressed their original intentions to ** in this way. The implication is that EMS is a "national team" and a "regular army", and it will not participate in the ** war of the "guerrillas" at all. EMS is not on the same starting line as "four links and one reach", it needs to assume greater responsibilities and missions for the entire Chinese society, which are beyond the reach of "guerrillas". Moreover, the network of EMS is very wide, almost all over China's large and medium-sized cities and towns, and such a large network operating cost is also far from the "four links and one access".
As a private express delivery industry, "four links and one reach" enjoy the "blessing" of the state, and EMS is obviously not under the protection, because it is not allowed to compete with private express delivery to compete for the market. EMS also believes that it is positioned as a high-end, and the "four links and one reach" products are positioned in the low-end, in any case, the various operations of EMS will not affect the "four links and one reach".
In this regard, "Four Links and One Reach" also said that they will not feel pressure because of the price reduction of EMS, and they will pay more attention to customer service marketing, from the improvement of quality to the increase of quantity. The "four links and one reach" have occupied the low-end market for a long time, even if EMS grabs the low-end market share with them, it is not possible to achieve it in a moment and a half.
EMS has abundant capital, close network layout, wide business coverage and rich logistics resources. Such an advantage is unique when the "game" has not begun, and it is precisely because of this advantage that EMS is more comfortable adjusting the freight, and there is no need to worry about any accidents in the ** war. In fact, in the express delivery market of first- and second-tier cities with EMS freight adjustments, "four links and one reach" has indeed been seriously hit.
1, EMS manpower, in the domestic express delivery industry is large, the number of employees is well known, such a superior attitude, once downgraded, is bound to snatch away the "four links and one reach" inherent part of the low-end customers, although EMS does not admit to grabbing the territory, but the result of the matter obviously presents a serious situation of "four links and one reach".
2. EMS is very handy in accepting the gradual increase in business volume through adjustment, and will never be in short supply due to accommodating more customers, and will not stage the embarrassment of "many people with few goods" in small companies. On the contrary, sufficient personnel is more conducive to the improvement of EMS service quality, and couriers can only gain a foothold in the construction of the growing talent echelon by better creating high-quality services for customers.
3. EMS is resolute in price reduction. In some areas, EMS has achieved a price reduction of 40%-50%, which shows the strong control of EMS as a national "manager" on the one hand, and on the other hand, it also shows the determination of EMS to seize market share. However, it can really survive the increasing oil prices, prices and labor costs, and can still run so smoothly, I think only EMS can do it.
In this ** plundering war, EMS not only robbed a certain city.
At the same time, it has won the attention of the masses by relying on the quality of service that has not been "devalued", and has enhanced its brand awareness in the industry. In the past, the service did not receive enough attention from EMS, or perhaps because of this war, it accidentally made it realize that the bargaining chips of competition are not only in the first, but in the timeliness and service.
In view of people's subjective understanding of EMS** adjustment, some EMS marketing personnel expressed their different opinions, which is also such a unique view, which brings us another enlightenment. Other EMS people believe that EMS has indeed been adjusted in transportation: "For example, some large customers from Shanghai to the Yangtze River Delta can now do" 10 plus 2 ' (lifting 500g and less than 10 yuan, additional weight 2 yuan). Since 2011, Beijing has actually implemented 12 plus 3' for many customers (12 yuan for lifting 500g and less, and 3 yuan for additional weight).
It can be seen that the outlets in various regions of EMS seem to have been adjusted, but this adjustment looks very "familiar", and it seems to be familiar with SF's "Beijing City Express 13 plus 2". Could it be that what EMS really wants to fight against is not "four links and one access", but SF?
From the analysis of the domestic express delivery market, even if the "price reduction" strategy of EMS is implemented smoothly and the business volume can be increased by 1 5, it must be insisted on for more than 1 year in order to truly affect the current market share of "four links and one reach". It can be seen that the drunkard of EMS's "price reduction" does not mean this. In the eyes of EMS, SF Express is a competitor of equal magnitude.
It is a pity that "four links and one access" failed to see the essence of the matter, blindly followed the trend and reduced prices, becoming the biggest loser in the "price reduction" turmoil. EMS ranks among the domestic express delivery leaders, and in the entire industry operating mechanism, it can both manage and afford. China's express delivery industry has a low threshold, which makes the corresponding regulatory level and development speed relatively lagging behind, and will inevitably stimulate fierce competition in the industry.
This is a "black hole" that cannot be seen with five fingers, and it is also a huge "cake" that is delicious and mouth-watering. Will the industry be re-"shuffled" because of this "** war"?SF, for another challenge of EMS, how will it move?