A Study On "Last Mile" Delivery Models Of B2C E-commerce For Fresh Products

With the rapid growth of E-commerce business,the B2C business of fresh products is booming too.The smooth operation of the E-commerce companies for fresh products need to be supported by an organic and sound logistics system,especially the "Last mile"delivery in communities.The "Last mile" delivery for fresh products is not same as normal products' delivery.There are many particular concerns which need more attentions,such as,rigorous control on delivery methods;demanding on timings;diverse and personalized service requests;the lower order value;and the extra cooling costs,etc.Based on above,the "Last mile" delivery is the most challenging link among the whole chain for all B2C E-commerce companies deliver fresh products.First of all,after studied the data analytical theory and Cost-Value-Profit analysis,and also analyzed the related research and documents,the different operational models of B2C business for fresh products were classified.And then,we made the analysis and classification on the current domestic E-commerce operational modes,and also on their"Last Mile" delivery modules and their essential problems to be solved.Secondly,based on the previous study,there are three main parts of the background analysis were summarized:the three key problems of the B2C business of fresh products'development;the problems in how to choose the "Last Mile" delivery models and the essential problems on the "Last Mile" delivery modes were summarized the outer factors while doing the module selection using Porter Five Forces model analysis.Thirdly,there was a consumer survey conducted.The survey data shows the range of costs which consumers are willing to bare for the delivery and logistics.And based on the normal distribution curve the sample space followed,the main value was calculated and the relationship between the order price,acceptable logistics cost and the delivery cost of distribution centers.Then,there were two modules worked out for "delivery service profit-making module" and "the best Cost/Profit Balanced Order Quantity module",then made sample calculation under different cost environments for different community delivery hub.At last,Jingdong Fresh Delivery was chosen as a case study.After the analysis of its different "Last Mile" delivery modules used,it is suggested to deploy different modules in different delivery areas depending on the company developing status and the community delivery features.