"the mobile phone was received before the meal was finished," sighed Ms. Tang, who lives in Chaoyang District, Beijing.
After the official opening of JD.com 's 11 / 11 peak this year, a Huawei P50 Pro phone was shipped from a store near Ms. Tang's home, which was delivered to Knight by Dada Express. The whole process took only 7 minutes from placing the order to receiving the goods.
Prior to this, JD.com joined hands with Dada Nexus Limited (DADA.US) to build a "hourly shopping" business. On October 17, a channel called "nearby" was officially launched on the home page of JD.com, which was the central entrance to the mobile phone seven minutes after the opening of 11.11.
From JD.com 's "same-day arrival" and "next-day arrival" service to today's "hour arrival" and even "minute arrival", JD.com, who has always been famous for "fast delivery", has stepped to a new level in the instant consumer experience of users. Behind this, there is a continuous deepening of cooperation between Dada Group and it, empowering through its continuous upgrading of real-time retail and logistics capabilities.
On November 24th, Dada Nexus Limited, the "first share of Real-time Retail", announced its third-quarter results, with revenue falling within the upper limit of previous revenue guidelines and significantly improved operating profit margins. The company's signal of high growth expectations was also warmly welcomed by the capital markets, and Dada Nexus Limited's share price closed up 8.30% at $23.61 on the first day after the results were announced.
Behind the brilliant performance and the new real-time retail service experience, what changes did Dada Nexus Limited make right?
Q3 revenue increased by 86.4% compared with the same period last year. Dada Nexus Limited handed in the expected financial report.
First of all, according to the latest financial data, Dada Nexus Limited achieved a total revenue of 1.69 billion yuan in the third quarter of 2021. After uniformly adjusting the landing distribution business to the net income caliber, the total revenue increased by 86.4% compared with the same period last year.
Benefiting from distribution KA (chain brand merchants) revenue, high retail GMV growth and further improvement in brand advertising commission rate, the adjusted net loss was 450 million yuan, better than China International Capital Corporation's previous estimate of 480 million yuan, and the loss rate also narrowed significantly compared with the same period last year.
Specifically, in Dada Nexus Limited dual platforms, Dada Express platform achieved revenue of 600 million yuan, comparable caliber to achieve revenue growth of 90% year-on-year. JD.com 's home platform achieved revenue of about 1.1 billion yuan, an increase of 84 per cent over the same period last year. According to the company's financial report, the income growth of JD.com 's home-to-home platform during the period was mainly due to the increase in the number of active consumers and the unit price of customers. In addition, the revenue from online marketing services is also a major factor in promoting the revenue growth of this platform. The consumer incentive ratio fell sharply in the third quarter and is expected to be significantly lower in the second half than in the first half, so direct profit margins rose significantly to-0.6 per cent in the third quarter, executives said in a conference call.
Looking forward to the fourth quarter, Dada Nexus Limited gave the guidance that the total revenue is expected to be between 2 billion yuan and 2.1 billion yuan, with a year-on-year revenue growth rate of 88%. As for the longer-term outlook, China International Capital Corporation believes that JD.com 's home income and GMV will maintain high growth in the next few quarters, and the "JD.com hourly purchase" created by the company and JD.com will also become an important variable to support the above expectations.
Cooperate with JD.com in all channels to deepen "hourly shopping" and bring new imagination.
October twelfthThe "hourly shopping" business created by JD.com and Dada Nexus Limited has been officially launched.Based on the geographical location of consumers, it provides 570 million JD.com users with real-time retail service of hour-level and minute-level delivery of high-quality goods in nearby 3-5 km full-category stores.
What goes online with the hour purchase is the "nearby" channel of JD.com App home page, and it is also the central flow entrance of the hour purchase business. According to Zhitong Financial APP, this change, which blurs the line between online and offline shopping in the form of "B2C + Real-time Retail", is the first for JD.com in the industry.
At present, hourly shopping has been connected to more than 100000 full-product offline stores, including supermarket convenience, fresh fruits and vegetables, mobile phone digital, personal care and beauty makeup, building an "experiential real-time retail life map" for consumers.
After consumers place an order through JD.com 's home page "nearby" channel, JD.com will start picking and packing when he arrives at home, and will hand it over to Dada Express for distribution, so that consumers can get an instant consumption experience of "hour" or even "minute".
As consumers pay more and more attention to the convenience of shopping, the diversity of categories and the immediacy of implementation, real-time retail has obtained the layout of players in the industry one after another. In the opinion of Zhitong Finance APPThe official release of the "hourly purchase" business, for JD.com, is to further improve the layout of the supply chain.
Today, in addition to the B2C model represented by JD.com 's main retail station and the producing area model represented by JD.com fresh and Jingxi, JD.com has also laid out the sub-model of store arrival, home arrival and community under the local retail model. And the release of JD.com hour purchase, is to improve the home model of an important supplement to the service. At this point, JD.com has become the only enterprise in the industry with a complete model and solid layout of the "B2C model + producing area model + local retail model" three major and five supply chains.
In additionFor Dada Nexus LimitedAfter fully undertaking the "hourly purchase" business, the companyThrough its continuously optimized omni-directional capability of the performance side, it will provide real-time delivery services for JD.com 's over 500 million-year active users.. This deepening cooperation with JD.com has obtained more traffic-side support, and also brings new imagination space for its future value growth potential.
From this point of view, "hourly purchase" is not only a strong complementarity of capacity and resources between JD.com and Dada Nexus Limited, but also an upgrade of multi-mode supply chain, which promotes both sides to create greater value. Among them, the value of this new business has also been revealed during the Singles' Day holiday this year.
It is understood that during the double 11 promotion period this year, JD.com bought hours and JD.com came home, and the sales of home appliances increased by more than 10 times compared with the same period last year, and mobile communications increased by 4.7 times compared with the same period last year. Books, audio and video, makeup and skin care, mothers and babies, pets, home furnishings and clothing sports have all more than doubled compared with the same period last year.
Tamp the full-link real-time performance and establish the real-time retail core competitiveness
In addition to launching the "hourly shopping" businessDada Express sent "warehouse picking and matching" to upgrade.It is another big change made by Dada Nexus Limited in preparation for Singles Day holiday this time.
In the field of real-time retail, compliance ability is the core element that determines the user experience.In this process, it is not enough to do a good job of distribution, in addition to paying attention to the ability of the distribution side, but also lies in the construction of the whole process system, including inventory management and picking management. Only the efficiency optimization of the sorting link can play a key role in improving the performance efficiency and even the profitability of enterprises.
From this point of view, Dada Nexus Limited's strong performance ability through continuous model innovation and scientific and technological empowerment is one of its core competencies to broaden the moat. Among them, behind the seemingly understated promise of "hour arrival" and "minute arrival" put forward by this hourly purchase, it is supported by Dada's full-link real-time performance capability.
According to Zhitong Financial APP, Dada Nexus Limited released the industry's first "crowdsourcing" model in July this year to help retailers realize the digitization of picking management.
And on the eve of Singles Day holidayOn November 8, Dada Express released a panoramic view of the "warehouse picking and matching" full-link real-time performance service.Based on the digital intelligence capabilities of Haibo system, Canghai system and intelligent logistics system, Dada Express will comprehensively upgrade the three major links of store warehousing, picking and distribution to enhance the full-link real-time performance capability.
At present, Dada Express delivery service has covered more than 2700 counties, districts and cities. In 2020, the annual distribution order volume reached 1.1 billion, the peak daily distribution order volume exceeded 10 million, and the average delivery time of real-time distribution service was about 30 minutes.
During the Singles' Day holiday this year, the performance of the "warehouse picking and matching" full-link real-time performance service is visible to the naked eye. Among themOn the 11.11 day, the average delivery time of Dada Express instant delivery order is only 23 minutes.. During the whole double 11 period, the distribution volume of pharmaceutical products increased by 2.3 times compared with the same period last year, and the average distribution time was less than 20 minutes. Compared with the 618 promotion, the average daily pick-up order volume of Dada excellent picking during the double 11 period increased by 69%, while the picking performance rate can still be maintained at a high level of more than 98%.
In the field of O2O, the difficulty of picking and packing of orders increases geometrically with the increase of the number of SKU. The launch of the panorama of "warehouse picking and matching" full-link real-time performance service indicates that Dada has set up a systematic, diversified and complete service system in the real-time performance industry.In terms of full-link real-time performance capability, it has become the core competitiveness in the future.。
According to iResearch, China's real-time retail market is expected to reach nearly 900 billion by 2024. Among them, Shang Chao in local retail O2O is an important category.It is estimated that the annual compound growth rate of local retailers exceeding O2O market will reach 62% from 2020 to 2024.. For the real-time retail track that Dada focuses on, the industry still shows strong growth potential.
The deepening cooperation between Dada Nexus Limited and JD.com will enable both sides to better grasp the pulse of China's consumer retail industry and create a second growth curve of local real-time retail on the basis of JD.com 's original "same-day" and "next-day" services.
Joanna Keeling, a consultant at Ibis Ideas, an international business consultancy, said China has a natural advantage in the digital retail sector, has economies of scale unmatched by other countries and regions, and is technologically leading. Chinese consumers are now very accustomed to using e-commerce APP to buy almost everything.
As for the "hourly shopping" business launched by JD.com and Dada Nexus Limited, Keeling said that hourly shopping on the same platform has created new sales opportunities for local retailers and Internet giants, bringing benefits to both sides of the market.
To sum up, from Dada Nexus Limited's current layout strategy, in the process of fully undertaking JD.com 's real-time retail and real-time distribution business, it can get traffic support and bring synergy to both sides; in addition, as the forerunner of real-time distribution, its continuously consolidated full-link real-time performance service capability will make it more competitive in the market, and the cost efficiency advantage will further appear with the increase of scale. AndThese important changes will become the cornerstone for the company to achieve faster growth in the future.