Analysis And Scheme Design Of Differentiated Distribution Fulfillment Of J Company Home Appliances Under Omni-channel Retailing

With the intensified competition in online e-commerce business,the low-cost acquisition of customers by e-commerce is unsustainable,the traffic dividend has gradually weakened,and the sales growth rate has gradually slowed down.Therefore,in order to expand sales channels,reduce operating costs and find traffic breakthroughs,many e-commerce companies have expanded and integrated various retail channels,adopted the model of "offline scenarios + technology empowerment",built an omnichannel retail model,and reconstructed “people,goods,place”,deeply explore the potential value of consumers and improve customer retention rate and repurchase rate.However,with the increase of channels,e-commerce companies are not only facing Cend retail consumers,but also B-end business and enterprise users.C-end users and Bend users have different demand for supply chain services.If the original C-end warehousing and distribution system is still used to provide distribution services,it will bring loss of warehousing and distribution costs to the enterprise,and it will not be able to provide a better shopping experience for B-end users.In response to the above problem,the home appliance business of J e-commerce company also conducted a trial operation of the first phase of the differentiated distribution fulfillment scheme.However,from the current differentiated fulfillment scheme,although different differentiated distribution fulfillment schemes can be matched through the channel source of the user’s order,for the C behavior order placed by the user who chooses the B-end channel or the order placed by the user who chooses the C-end channel.There is no clear distinction rule and a differentiated distribution fulfillment scheme with optimal warehouse allocation cost for the B behavior order.Based on this,the design of the differentiated distribution fulfillment scheme in this paper is mainly based on the distinction rules of the B channel C behavior order and the C channel B behavior order,and the differentiated distribution fulfillment scheme with the optimal warehouse allocation cost.First of all,this paper expounds the specific concepts and current research status of omni-channel retailing and omni-channel supply chain based on the previous literature,so as to lead to the analysis of the existing differentiated distribution fulfillment scheme of J e-commerce entrepreneurs in the home appliances category,and combined with the“M brand” in real business.Regarding the situation of the trial operation plan for differentiated distribution fulfillment scheme,analyze and summarize the key problems encountered in the trial operation process through the relevant data and research of the actual business.Second,combine the issue of differentiated performance schemes.Taking the kitchen and bathroom category of J e-commerce home appliances department as an example,the number of orders placed by users and the expected number of days of delayed distribution are used as constraints.The warehousing cost function model of J logistics and A logistics under the number of single pieces and the days of delayed distribution.By comparing the linear relationship curves,the B and C single-distinction rules are obtained,so as to provide users with a differentiated distribution fulfillment scheme with the optimal warehouse allocation cost.When the user expects the ordered goods to arrive the same day or the next day,if the number of orders placed by the user is 14 to 200 units,the cost of choosing socialized logistics(A logistics)for fulfillment warehouse allocation is lower than that of J logistics.When the user expects that the number of days to delay the distribution of the ordered product is 2-14 days,if the number of orders placed by the user is 1-13 units,the B and C points corresponding to different units are different,it is necessary to calculate the cost of different distribution fulfillment schemes according to the model to select the optimal distribution fulfillment scheme.When the number of orders placed by the user is 4-200 pieces,no matter how many days the user delays receiving the goods,the warehousing cost incurred by choosing A logistics is lower than that of J logistics,so choose A logistics distribution fulfillment scheme.Finally,according to the actual business data,through the comparison and analysis of the warehouse and distribution cost function model of this paper,the existing differentiated distribution fulfillment scheme of J e-commerce company’s home appliances category and the warehouse and distribution cost of the differentiated distribution fulfillment plan designed and optimized in this paper,the losses caused by the existing differentiated distribution fulfillment scheme are obtained.And verify the optimization effect brought by the scheme designed in this paper.The research of this paper lays a theoretical foundation and an operational method for the research on the differentiated distribution fulfillment strategy and scheme with optimal warehouse distribution cost for orders under B-end user C behavior and C-end user B behavior under omni-channel retailing.The establishment and subsequent optimization and upgrading of the differentiated distribution performance plan provide a reference.