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火爆全網的搬家公司:藍犀牛搬家憑何C位出道
2019.9.3

文章来源:由「百度新聞」平台非商業用途取用"https://baijiahao.baidu.com/s?id=1609307575910137430&wfr=spider&for=pc"

藍犀牛搬家發布時間:18-08-2020:21中國國際電視臺(英文簡稱CGTN,中國環球電視網)是中國中央電視臺已籌備的新國際傳播機構,以豐富的內容和專業的品質為全球受眾提供良好的服務,節目覆蓋全球。其中,New Money 《中國好生意》是原中央電視臺英語新聞頻道CCTV News現CGTN中國環球電視網周播財經類專題欄目。隨著中國日益壯大的中產階級獲消費升級,他們對更優質的移動服務的需求也在轉移。CGTN中國環球電視網財經類專題欄目New Money采訪了以藍犀牛搬家為代表的新型搬家公司,讓他們來告訴你,是如何用技術和服務帶領互聯網搬家行業模式成為這個市場的推動者。As China’s bourgeoning middle class is gaining deeper pockets and tighter schedules, the demand for more sophisticated moving services is also on the move. Join us this week on New Money as we look at how some industry players are introducing new technology and new business models, looking to become Movers and Shakers of the market.采訪藍犀牛搬家用戶:谷曉雪“我覺得藍犀牛搬家的收費比較清楚,每一項都有標記出來,你可以根據自己物品參考對應的價格。同時像我們搬家的話,也會更注重的是師傅是不是專業。其次,就是藍犀牛搬家的app用起來很方便,比如說輸入地址,樓層,看清楚自己要搬的東西尺寸或者說是重量,app會自動算出價格,不會說是有亂收費的狀況。”Gu Xiaoxue, Lanxiniu UserIts clearer what youre paying for. When we move, its important to us that we get professional movers that dont end up breaking our things. The app was very easy to use, and it lists very clearly how much it costs, based on the size and weight of the different items. It also clearly shows the distance, so they wont suddenly start charging you extra fees.采訪藍犀牛師傅:庹建波來自重慶的庹建波庹師傅已經在北京將近20年了,在傳統搬家這個行業他做了15年。2年前他加入了藍犀牛,一個可以隨時上門服務的專業搬家平臺。Tuo Jianbo came to Beijing from Chongqing almost two decades ago and has already spent 15 years working for traditional moving companies here. Two years ago, he decided to start working tor Lanxiniu, an ber-like app where people can order moving trucks at a moments notice.“我是通過朋友介紹加入的藍犀牛搬家,到現在已經有一段時間了,在這期間我認識的師傅們都對藍犀牛搬家評價很高。這個司機端APP對于我們來說很方便,用戶需要搬運的物品,價格已經其他相關信息都會顯示。因為用戶是先付定金,當我們需要收取尾款的時候,也不用現金交易,都是線上支付。價格方面,明碼標價,用戶看的清楚,我們也講得清楚,不會造成額外的困擾。”Tuo Jianbo, LanxiniuIve been working in the moving business for a long time, and Ive had a very good experience working for Lanxiniu. Most of the drivers I know are very happy with them. The pricing system is very clear and transparent, so we dont run into disagreements with the customers. We place the customer first. Were here to help the customer, and we help them solve any problems that they have. We began working for the app after some friends recommended it to us. Its very convenient and its easy to get work.藍犀牛搬家成立于2013年,目前已有12萬名司機加入,馬上服務類型訂單平均15分鐘即可達到指定地點,公司先后獲得君聯和百度投資的B輪融資,創始人王粟分享了如下內容。Lanxiniu was established in November 2013, and has already attracted 120,000 truck drivers to its platform. An average of nearly 20,000 drivers are active on any given day, and can arrive to pick up your things within 15 minutes of placing an order. The company received investment from Baidu and Fidelity Investment in its series B funding round, and has already become a major player in the industry. The companys founder, Wang Su, introduces his company.采訪藍犀牛創始人 王粟“我們目前的搬家服務,是完全可以支持城市中24小時隨時搬家,你在APP上點擊搬家,下單后5秒10秒就會有司機跟你聯系了,方便快捷,這是第一點;因為我們不需要過多人手去干預服務。比如說我作為一個用戶,需要比較這兩家搬家公司,要分別打電話去報自己的物品,長寬高,數量多少以及問清楚對方的價格。而搬家公司那里,會有調度人員來給司機安排任務,幾個人,上午或者下午,預計幾個小時,來回周轉。這是一個很長的人工鏈條,但是我們沒有,所以我們的特點就是,很快速地響應每一筆訂單。Interview: Wang Su, Founder, LanxiniuWe support 24-hour services moving anywhere within the city limits. Once you place an order inside the app, drivers can respond as quickly as within five or ten seconds. Thats our first advantage.第二點,明碼標價。之所以有極速服務這一說,是因為我們背后一套成熟的服務體系,每一名司機會按照我們自有的服務體系輸出給用戶正規的服務質量,你看下歷史訂單會發現我們的好評率是99%以上。Our second advantage is that you dont have to contact different companies and ask how much they charge, explain what things youre moving, wait for the moving company to assign a driver, and so on. Were fast, because we dont have a chain of people that have to pass on the order. In addition, we have a very transparent pricing system.第三部分,除了以上這些我認為我們的運營、技術和模式重構等都有一定的優勢,我們把它們形成標準化,用系統的方法去解決問題。”Our third advantage is that we have a service system that the drivers follow, which ensures that our customers get high-quality service. If you log on to our platform, youll see that more than 99% of the feedback is positive. We have an advantage in management, technology, and business model. We dont need to make a lot of decisions for every order, because weve standardized the entire process.“每一次的高質量服務背后,都代表著每個司機身上的標簽,比如服務優秀的標簽,成交率標簽,正規化標簽包含工服,服務承諾書,培訓是否通過的標簽,考試是否通過,分數,審核等一系列動作標簽。”“等到走完一套嚴格的審核流程后,我們的客服會持續關注整個訂單是否會出現的異常情況,成交率,無車率,然后投訴率等等,每個環節的我們做成運營的顆粒度,所以在訂單背后會有一套人的機制用來去監督服務體系。”“那么整個的服務的模塊體系,我們可以定義為司機的入職培訓體系,開通體系、獎懲要求體系和NPS體系,全部用來打造整個司機的忠誠度和向心力,同時包括我們做一些司機活動和獎勵等等。還有我們的知識庫,就好比一把尺子,以這個尺子來去判斷誰對誰錯,比如說貨物的賠償,我們每一單貨物會有5000塊錢的免費的賠償,什麼樣的情況會滿足賠付條件。以上這些都是用來保證我們能夠輸出好的服務質量。”Interview: Wang Su, Founder, LanxiniuThe service quality is decided by a large number of tags attached to each driver. Theres a customer satisfaction tag, for things like the number of deals completed, an orderliness tag to check if they took inventory, wore uniform, and signed a service agreement; a training tag that records what tests theyve taken, including scores, and whether theyve passed evaluations. Once they start working, our customer service will monitor any discrepancies, such as a lack of orders, unanswered orders, complaints, bad reviews, and so on. We collect granular data on their work and analyze it manually. What that means is that we dont simply rely on customer reviews; we have a group of people that monitor the entire process from beginning to end. Our system is split into, first, the driver training system. Second, the reward and penalty system. Third, the driver Net Promoter Score, which measures each drivers loyalty and also provides some bonuses. Fourth, we have a knowledge base that we use to grade all of our drivers, customer service, products, and management personnel on a scale. We use this to evaluate who is at fault in different situations. For instance, we provide up to 5,000 yuan in free compensation, but to prevent people from abusing it, weve added a lot of conditions. Fifth, we have a service monitoring system where we manually decide what mechanisms and conditions should be used to decide penalties. These five modules help us ensure that we provide high-quality service.采訪三點一刻公司首席品牌分析師 李陽丹“我觀察到藍犀牛搬家是處在低頻率的行業里面,一般很多公司不會去耗費人力和資源研發做一個APP,但是藍犀牛搬家是唯一一家做了搬家領域的APP。他其實是在面對的是一個龐大的用戶量但非常低頻的行業領域,所以他可能更多的是采用互聯網的方式去把這個訂單量和口碑做起來,我覺得藍犀牛搬家的思路也是很不錯的,他通過眾包的方式,統一化的管理,同時公司整體標識對以及統一的這個服務的輸出,這樣的話要求可能會比較高一些,但是他深入的就是這個領域的,未來可能是抓的是整個行業市場,大眾的市場。”Interview: Li Yangdan, Brand Analyst, 315 FreeWhat has struck me about Lanxiniu is that most companies in the moving industry dont develop apps, mainly because its a relatively low-frequency service. Lanxiniu is one of only a few companies to have done so. What they are trying to do, is to use their app to, despite the low number of orders per customers, to increase the total number of orders. This is one way of using the Internet to build volume in industries where it used to be very difficult to attract a large number of customers. I think Lanxiniu has created a very good model, and they might just be able to achieve that goal. What they do, is that they crowdsource the labor, but they maintain a centralized management. The company has a unified image outward and a unified service standard. They have a relatively high level of service compared to other companies. But still, theyre not high-end, and theyre targeting the mass market.采訪藍犀牛創始人 王粟“我們的目標就是搬家,希望在這個行業里面,藍犀牛能形成規模最大的一家,我們還在為完成這個目標去努力,包括我和每一個共同工作的伙伴。對我們自身而言,未來暫時也不會去做一些延伸性的服務。因為服務行業真的是一定特殊性,想要做成行業的第一名,我覺得對我們來說已經是非常非常一件好的事情,能夠挑戰的事情。所以我們還是會圍繞著整個搬家服務努力,把它做到極致,最后會去覆蓋全國。”Interview: Wang Su, Founder, LanxiniuWere committed to the moving business, and we hope to become the biggest company in the industry. Thats what both I and all of our employees are working to achieve. At the moment, we dont have any plans to expand into other areas in the future. Thats because, first of all, each segment of the service industry has its own unique traits, and to us, striving to become the very best in one particular industry is a very worthy and challenging endeavor. So, our number one goal is to become the best moving company in China, and to cover the entire country.

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