社区化新零售末端物流网络的对接与优化——以深圳市盒马鲜生与菜鸟驿站为例

线上、线下与物流融合发展的“新零售”模式为零售业注入了新的活力,针对“新零售”模式发展过程中末端物流网络暴露的问题,探索其与物流终端自提点对接的优化方案,有助于提升新零售末端物流服务质量与效率。基于深圳市盒马鲜生、菜鸟驿站及相关设施兴趣面（Area Of Interest, AOI）、兴趣点（Point Of Interest, POI）数据,综合运用空间分析、定量统计等方法,探究社区化新零售与物流终端自提点代表之间的对接基础与可行性路径,提出优化方案并模拟对接后的优化效果。研究发现：① 深圳市盒马鲜生提供新零售服务,门店分散均匀分布,多选址于商圈边缘,存在较多服务空白区。菜鸟驿站主要提供快递自提服务,服务范围较大且呈连片覆盖,对各类设施的覆盖度均较高,站点多邻近设施出入口。② 盒马鲜生与菜鸟驿站均以市场为导向,以社区为主要服务对象,分别位于城市商服圈与社区生活圈中,提供末端物流的不同解决方案,在运营模式、服务对象、空间分布方面均具有较强的对接可行性。③ 新零售企业可通过由“自营”向“自营+释放”物流配送模式转变,构建“新零售门店-配送员-自提点-社区居民”的商品配送链,实现其末端物流网络优化。④ 通过模拟可知,对接后盒马鲜生服务范围、设施覆盖率显著提高,且能够在各类区域中适应不同消费场景,优化效果显著。

Connection modeling and optimization strategies of terminal logistics network of community-oriented new retail stores:A case study of Freshippo stores and Cainiao stations in Shenzhen city

The "new retail" of the integrated development of online shopping and offline delivery brings vitality to the advance of the retail industry. Focusing on the problems of terminal logistics network of the "new retail", the exploration of optimization strategies for the connection with parcel collection & delivery points could provide a reference for improving the quality and efficiency of community-oriented new retail stores. Based on the data of areas of interest （AOIs） of Freshippo stores and points of interest （POIs） of Cainiao stations in Shenzhen City, this paper demonstrated the feasibility of spatial connection between community-oriented new retail stores and parcel collection & delivery points, put forward the optimization plans and simulated the optimization effects. The foundation of connection between community-oriented new retail stores and parcel collection & delivery points was examined by methods of spatial analysis and quantitative statistics. The results are as follows: 1） Freshippo stores which offer services of “new retail” mainly for communities are evenly dispersed in Shenzhen City. Most Freshippo stores are located at the edges of commercial circles, but with lots of service-blank areas. Cainiao stations which mainly provide parcel collection & delivery service for communities have large and contiguous service range covering various facilities. Most of Cainiao stations are close to the entrances of various facilities. 2） Both Freshippo stores and Cainiao stations are market-oriented and community-targeted. Freshippo stores are located in the urban business circle while Cainiao stations are located in the community life circle. Freshippo stores and Cainiao stations have similar and complementary features in terms of operating mode, service targets, and spatial distribution, and offer different solutions for terminal logistics, which proves the feasibility of the connection between them. 3） The optimization of the terminal logistics network can be achieved through transforming the logistics distribution mode of community-oriented new retail from "self-operated" to "self-operated + release". A delivery chain of "new retail stores - delivery riders-parcel collection and delivery points - community residents" will be established through optimization. 4） The optimization of the connection between community-oriented new retail stores and parcel collection & delivery points has a significant positive impact on the expansion of service scope and the coverage of facilities of community-based new retail stores. Meanwhile, to realize the fairness and raise efficiency in space, the new retail stores can adapt to different consumption scenarios in various regions.