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捕捉港股業績潛力股:順豐同城多項指標第一

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2022年8月9日 08時01分

捕捉港股業績潛力股:順豐同城多項指標第一

香港, 2022年8月9日 – (亞太商訊) – 近日,艾瑞諮詢發布《同城即配平台C端用戶洞察研究報告》(「報告」)指出,順豐同城(9699.HK)憑藉創新科技、全場景業務覆蓋,以及精細化運營,在認知度、配送速度、服務質量等指標上表現優秀,在用戶調研中分別獲得美譽度、滿意度、推薦度三項第一,在最後一公里賽道領先業內其他品牌,備受用戶青睞。

全場景業務覆蓋+高效服務增加用戶粘度

報告顯示,C端個人用戶的同城即配需求快速增長,面對市場競爭激烈,品牌認知度較高者為成行業脫穎而出的關鍵。

順豐同城是目前唯一全面覆蓋取送、代買、代辦、快遞取送、及商務功能五大類別的同城即配品牌,全場景配送亦已覆蓋餐食茶飲、蔬果生鮮、商超便利、蛋糕鮮花、醫藥用品、服裝汽配、3C數碼、商務辦公等,服務覆蓋廣泛,代表順豐同城與C端消費者之間,較同類品牌有着更多業務連接點,更利於在消費者之間建立品牌認知。因此,順豐同城自然成為受訪消費者心中第一的同城即配服務品牌。

順豐同城多項指標居行業第一,反映消費者不僅願意為順豐同城的高品質服務買單,也更願意將其推薦給身邊的親友。報告顯示,當前C端用戶對即配服務的主要使用場景集中於對私、對公物品的取送,而信任感、時效性則是用戶下單時的主要決策因素。在用戶打分中,順豐同城的服務、時效均獲得了較高評價。用戶對其騎手業務水平、言行舉行表現的評價明顯領先其他品牌,對其配送時效性也給予高於業內其他品牌的高分評價。順豐同城專業的業務表現與領先的配送時效,助獲得C端消費者的普遍認可,強化用戶忠誠度。

此外,疫情期間,由於防控居家要求,即時消費需求激增,同城配送滲透進一步提速,尤其是非餐飲場景,這是順豐同城的獨有優勢,也是其高增長的核心引擎之一。據順豐同城2021年報顯示,來自非餐場景的收益達18.72億元,同比增長105%,佔全年總收入約23%。隨着線上消費、即時性消費習慣地逐步養成,利於搶佔消費者心智,增加用戶粘度。

獨立第三方定位穩佔B端市場

有分析指出,隨着反壟斷市場政策不斷深化,商戶逐漸擁有更多自主選擇權,構建專屬的配送閉環需求日益提升,第三方獨立即時配送平台的重要性日益凸顯。第三方的屬性使得順豐同城與其他平台不存在流量競爭,越來越多的頭部品牌,都將順豐同城視為配送服務的優先選擇,而有些商流平台在高峰時段,也願意將配送交由順豐同城作為運力補充。與阿里的戰略合作為例,順豐同城會助力天貓超市等電商業務在「618」期間緩解運力壓力,同時將確保其「最後一公里」服務收入增長。

根據年報,順豐同城活躍商家數量從2020年的約16.7萬家增加至2021年的25.8萬家以上,同比增長54.5%。公司累計與超過2300家商家品牌建立友好業務關係,收入Top100品牌商家的續簽率於年內達到86%。來自醫藥行業、服裝行業及數碼3C(計算機、通訊及消費性電器)行業商家配送的收入同比增長超過165%,以及來自近場電商及同城零售場景(涵蓋商超生鮮、鮮花綠植、甜點及其他日用百貨等類別)商家配送的收入同比增長超過95%。

科技賦能領跑行業成未來增長關鍵

順豐同城B、C端業務發展向好,得益於其更全面完善的業務布局、更高效優質的服務體驗,這背後離不開其領先的科技布局及精細化運營。

順豐同城獨有的城市物流系統(CLS)可基於大數據分析和人工智能算法對需求波動進行定時預測,將訂單推薦或調度給最合適的騎士,並為騎士建議最佳配送路線,從而大幅提升配送的時效性。以喜茶為例,順豐同城可根據消費者的收件地址提供推薦的喜茶門店列表,喜茶則可以根據列表中的門店訂單量,向消費者推薦距離最近、出餐最快的門店製作外送。這種基於「配送時間+製作時間」最少的精細化運營,不僅能緩解B端商戶的訂單壓力,也提升C端消費者購買餐飲商品的配送時效,大幅度提升其購買體驗,有效維繫C端客戶粘性。除了喜茶,順豐同城近日亦與茅台冰淇淋及vivo正式達成合作,透過廣泛的覆蓋點、多元彈性運力網絡及融合調度模式的科技賦能,為商家度身打造合物流解決方案,更能提升其用戶體驗。

為滿足市場對即時配送的需求及解決行業痛點,順豐同城將原本的同城快遞訂單升級為即時配送,直取直送,減少中轉場等中間環節的滯留,全面提升配送效率,包括與北京中醫院棗莊分院開展送葯服務升級,共同推出「用戶足不出戶、醫院遠程問診、順豐同城配送」的全流程方案,通過系統對接和統一配送,順豐同城幫助醫院完善整個遠程問診流程閉環,以更專業高效的配送解決用戶用藥、取葯難題。

另外,順豐同城還聯合順豐集團倉儲資源打造「前置倉+同城急送」配送體系,配合商家在收方客戶較集中的區域完成前置倉設置及調貨,縮短配送距離,以多種方式改善傳統物流效率。以茅台冰淇淋為例,順豐同城聯合順豐冷運一同為茅台冰淇淋打造綜合物流解決方案。為了進一步縮短配送距離,雙方深入消費者附近區域,基於順豐速運倉儲完成前置倉設置,順豐同城則以多元彈性運力網絡與融合調度模式,及時響應,實現高溫下配送冰淇淋並能保留典其味道,確保送到廣大消費者手上的茅台冰淇淋口感及品質完好。此外,早前無人機急送服務的出現為順豐同城未來的急送服務提供了更多可能,即便是在複雜地形、高峰時段,也能使用戶所需的物品及時快速地送達,將促進該業務板塊收入進一步增長。

短短數年間,順豐同城便成為國內規模最大的第三方即時配送服務平台,可以預見,順豐同城藉助科技及全場景布局,及品牌效應等良好基因,相信在新消費場景下發揮更充分的作用,不斷迎來新的業務增長點,於快將公告的2022年中期業績實現質速雙升,市佔率有望持續提升。


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