Home Delivery World：与约翰·比斯利共话履约的未来

这确实是个大问题。

That's a big concern.

说实话，挺难的，我们需要大量的普及教育。

It's difficult, quite honestly, and we need a lot of education.

是的。

Yeah.

你提到了UPS和FedEx。

You mentioned UPS and FedEx.

以前就只有这两家垄断市场。

So that used to be the only game in town.

十年前如果我们俩开个电商公司，肯定只跟UPS、FedEx，或者美国邮政合作。

If you and I started an ecommerce company ten years ago, we'd be working with UPS, FedEx, and or maybe United States Postal Service.

现在不一样了，冒出好多小型快递公司，都是区域性的玩家。

Today, there are other small parcel companies, the re the regional players.

这类公司不少，有的接入了ShipStation，也有的通过像Tusk这样的公司对接众多区域快递商，它们的服务可能比UPS还强。

There's a whole bunch of those guys, and then they they might fall within ShipStation, or you might work through a company like Tusk that has all these connections to all these regional carriers who are good or better than UPS.

但还有亚马逊。

But then there's also Amazon.

亚马逊也能做一部分这些事。

So Amazon can do some of this.

还有各种各样的快递公司。

But then there's all sorts of courier services.

现在服务商之间的界限已经变得非常模糊了。

So the lines have really blurred between service providers.

如果你从事这个行业，说确实如此。

So if you're in that business and you say, yeah.

我们既给家庭送货，也给商店送货，我觉得你得深入了解一下最佳做法，因为现在有太多选择，很多人因此省钱又提升了服务体验。

We deliver sporting goods to homes and and also to stores, I think you gotta get in and understand what the best practices are because there's a lot of people who are saving money and getting better service because there are all sorts of options now.

我还要补充一点。

And I'll also say this.

我是做汽车行业的。

I'm an automotive guy.

我觉得我们的物流成本只占营收的5%，这已经很低了。

I think we would say that 5% of our revenue was spent on logistics, which is very low.

但如果看普通公司，平均下来大概要占到10%左右。

Now if you go the average company, I think the average company would be more like 10%.

而如果是电商公司，这个比例可能高达营收的20%。

But if you're an ecommerce company, I think it's as high as 20% of your revenue is this.

所以物流不仅更复杂，成本也更高。

So the logistics piece, not only is it a little more difficult, it's more expensive.

因此，如果你说，我们在运动用品这块做得不错，

And so you have to get in and be if you say, we've done really well with our sporting goods.

觉得没必要在这方面多花心思，

We know we're not gonna worry so much about that.

那可能反而在亏钱。

You might be costing yourself money.

你的竞争对手很可能已经远远甩开你了。

Your competitors might have a big up on you.

他们可能服务更好，价格还更优。

They might be having better service, but on top of that, a better price.

而且有趣的是，不同地区的服务水平和价格差异可能非常大。

And and, you know, what's interesting too is that can change drastically the service level or even the price by region.

以前电商还没兴起，大家都是实体店，那很简单。

So what people have to consider now, back before the ecommerce boom and you were brick and mortar, that was easy.

就算你是实体店，从店里发货或者顾客到店取货，也容易，因为你靠的是地理位置近，跟本地快递有长期合作。

Even if you're brick and mortar and you're shipping from the store or they go to the store in order to be delivered, that's easy because you're banking on it being close and you have relationships with those local carriers.

但现在你要覆盖整个北美或者全美国，很可能在新英格兰地区，比如波士顿一带，能找到比南加州更划算的快递公司。

Now, if you're servicing all of North America or all of The United States, you're probably gonna have a a different carrier that offers a better rate, maybe in New England or like the Boston area, than you're gonna have in Southern California.

而得克萨斯州的情况又可能不一样。

And then it's gonna probably be different than what's in Texas.

现在你得考虑清楚，比如在这个区域，我选这家快递公司。

Now you've gotta consider these things of, okay, for this region, maybe I'm going with this carrier.

而在中西部，我可能换另一家。

Maybe for the Midwest, I'm going with a different one.

所以，正如你提到的，现在有这么多新兴公司都在帮着解决这些问题，这正是你观察的好机会。

There so this is well, with to your point, all the up and coming companies that are helping with all this, it's, again, it's your chance to see, okay.

如果我在这个领域固定下来了，也许我需要在其他方面找点帮助。

If I'm set in this area, maybe I need help in this area.

谁能帮我解决这个问题呢？

Who can help me there?

这正是你去跟这些公司交流的好机会。

This is your chance to talk to those folks.

是的。

Yeah.

我偶尔也会想到这一点。

And I think about this every once in a while.

要是我们回溯到上一代人，

If you think about let's go back a generation.

那时候所有东西都是通过零售渠道卖的。

Everything was sold through retail.

假设我是一家运动用品制造商，我通过沃尔玛、美捷步、塔吉特这些渠道销售，对库存和消费者的购买偏好有一定了解。

So I'm if I'm a sporting goods manufacturer and I say, I sell through Walmart and through Meijer and Target and all these companies, and I have some sense for my inventory, and I have a sense for what people buy.

我提供不同尺寸、不同颜色、不同款式的产品。

So I have different sizes, different colors, different styles.

他们觉得没问题。

They go, fine.

这没问题。

That's fine.

塔吉特的买家可能跟沃尔玛、塔普或者美捷步的买家不太一样。

Target might be a little different buyer than over at Walmart or over at Tarp or Meijer or wherever.

但现在的情况是，人们开始通过Instagram、TikTok，还有各种各样的电商平台购物。

But now what's happening is people are buying through Instagram, through TikTok, through all sorts of TMU and all those.

购买方式和配送渠道五花八门，每一种都有略微不同的消费偏好。

There's all sorts of fulfillment and all sorts of ways to buy, and each one has a slightly different different taste.

所以他们买的东西也不太一样。

So they're buying different things.

所以你得管好库存。

And so you have to manage inventory.

以前呢，我们通过全国五百家店卖货。

Used to be, oh, I have we sell through 500 different stores nationwide.

现在呢，我可能要卖到好几个国家、好几个大洲，但还得盯着库存，知道这边是冬天，那边却是夏天。

Now I'm selling maybe to multiple countries, multiple continents, and I somehow still have to keep a handle on inventory knowing that it's winter in one part of the world while it's summer somewhere else.

我觉得，库存这块儿现在真是越来越难搞了。

And I've just I I think that the inventory piece has gotten really hard.

不过顺便说一句，我也听说了。

And but by the way, I also understand this.

我不敢百分百确定，但听说很多零售商现在管库存的方式，越来越像电商公司了。

I'm not positive, but I've heard that many retailers are acting more like ecommerce companies in the way they manage their inventory.

他们不想一整车货直接拉到我们这儿，然后碰运气看能不能卖得掉。

So they don't want drop a truckload at our facility, and we'll see if it sells.

卖不掉就全打折处理。

And then if it doesn't, we put it all on sale.

他们更倾向于直接给我们明确的需求。

They're much more give us this.

我觉得现在的做法更加有计算性和战略性了。

I think it's much more calculated and strategic now.

而且必须如此，至于全球市场的全貌，我可不敢说自己懂多少。

And it has to be and not to get into the whole global landscape because I'm by no means an expert on all of that.

没人能完全掌握所有情况。

I don't know anyone knows.

情况每天、每月都在变，谁也说不准。

It keeps changing just daily, monthly, whatever it may be.

但当你考虑全球市场时，还是要提前半年到一年做规划。

But when you're considering just the global landscape, again, it's planning six months to a year in advance.

就像你所说的，现在不能再简单地说‘我先拿一批货，看看卖不卖得出去’了。

It's to your point figuring out like, hey, it's no longer, alright, yeah, I'll take this and we'll see if it sells.

如果卖不动，那整个决策过程就变得复杂得多，也更有策略性了。

If it doesn't, it's much, much more strategic.

所以总的来说，整个生态系统投入了更多思考和更多资源。

And so overall, a lot more thought, a lot more investment is going into the whole ecosystem.

你能说出一些会在那里出现的公司名字吗？

So can you can you give can you name any names of companies that are gonna be down there?

是的。

Yeah.

说到一些零售品牌，那些你预期会看到的名字我们都会有。

In terms of some of the retail brands, we have we'll have the names that you're gonna expect to see.

Wayfair、Ulta Beauty、Fabletics。

Wayfair, Ulta Beauty, Fabletics.

我们还有Away行李箱。

We've got Away Luggage.

我们还有Ashley家具。

We've got Ashley Furniture.

我们还有一些其他品牌。

We've got brands.

是的，没错。

So, yeah.

我们合作的公司多得很。

We've got tons.

实际合作的品牌名单还长着呢。

The list goes on and on for the actual brands.

如果你关注超市领域，比如阿尔伯特森斯、BJ's、塔吉特、好市多或者它们的自有品牌、沃尔玛、亚马逊，这些我们都有。

If if you're even in, like, the supermarket world, like Albertsons, BJ's, Target, whether it's Costco or Target brand, Walmart, Amazon.

我们会引入更多传统的直接面向消费者的品牌，还有像宠物护理、Chewy这样的订阅服务，都是大家熟悉的类型。

So all those, we're gonna have more of the traditional kinda d to c brands, subscriptions like PetCare, Chewy, and things like that we're accustomed to.

另一方面，那些到场的供应商，也都是你们很可能耳熟能详的名字。

Then on the flip side, some of the providers who you'll see there, again, names that you're probably all gonna recognize.

比如AIT公司，他们的团队会到场。

So like AIT, their team will be there.

OneRail、FarEye、FragilePack、Rider、马士基，名单还能继续列下去。

OneRail, FarEye, FragilePack, Rider, Maersk, the list goes on and on.

Dispatch Track、JB Hunt、RXOs。

Dispatch Track, JB Hunt, RXOs.

全是行业巨头。

All the big dogs.

确实都是大公司，但我可没说这展会只面向大公司，其实不是这样的。

It's all the big dogs, and I don't wanna say that it's only a show for big dogs because it's not.

我们也有零售品牌来参展，它们都是过去三年内刚成立的。

We have we have retail brands who come, and they've just launched within the last three years.

它们还在打造自己的品牌。

They're still building their brand.

还有一些服务提供商比较年轻，我们会邀请他们参加我们的初创区，提供低成本的参展机会，帮他们接触投资人。

Or we have service providers who are a bit younger, and we invite them to join our startup zone where we can help give them a very low cost option to get exposure, to meet with some investors.

总之，你能想到的类型都有。

So really, you name it.

如果你所在的领域专注于家庭配送或货物运输——就像你提到的，从A点到B点，而B点就是最后一站——那这里绝对是你的不二之选。

And if you're, again, if you're in this ecosystem focused on these home deliveries or transport of goods, like you said, from point a to point b, where point b is the last stop, then this is definitely your place to go.

是的

Yep.

我特别喜欢。

I love it.

我再提一下，这场活动在纳什维尔举行。

I should mention again, this is in Nashville.

这是个音乐之都。

It's a music city center.

时间是五月二十号到二十一号。

It is May twentieth and twenty first.

五月的纳什维尔肯定不会下雪，也不会有冬天的低温。

It should be pretty much sure you're not gonna have snow or winter temperatures in May in Nashville.

不会。

No.

我们得说清楚。

We we we should be clear.

我们应该没问题。

We should be good.

希望如此。

Fingers crossed.

显然，各个品牌都会到场。

And so it's obviously, the brands are gonna be there.

一些与品牌合作的大零售商也会来，还有所有的物流服务商。

And then some of the very large retailers who work with the brands are gonna be there, and then all the logistics providers.

这真是个绝佳的学习机会。

So this is a great way to learn.

正如你所说，这完全是关于学习和建立联系。

And to your point, this is all about education and connection.

所以我总是把这种活动比作‘女生之夜’。

So I always call these things like ladies' night.

就像酒吧搞女生之夜，女生免费入场，你心里清楚，男生们肯定都会来。

When you have ladies' at a bar and you get all the ladies in for free, you pretty much know the guys are gonna show up.

你们的情况也是一样的。

And that's the same with you guys.

把品牌方带过来。

Bring the brands.

把品牌方带过来。

Bring the brands.

把零售商也带过来。

Bring the retailers.

那里会看到一大堆物流公司的身影。

You're gonna see a whole bunch of the logistics companies there.

是的。

Yeah.

我会确保把你的领英主页链接和官网链接放上去。

So I'll make sure I put a link to your LinkedIn profile, link to your website.

你和你的市场团队还有什么其他链接要我放的，我都会加到节目笔记里。

Any other links you and your go to market team give me, I'll put in the show notes.

所以我猜，既然你们办的是个会议，现在下单能有优惠吗？

So I'm assuming, since you are a conference, is there a discount if I buy right now?

当然有。

Oh, yeah.

我们很乐意为您提供优惠。

We're always happy to work with you.

针对您的听众，我们会提供一个专属的折扣码。

So for any of your listeners, we'll give you a discount code that is for your show.

名字您随便定，怎么方便怎么来。

We can name it whatever you want.

我们就这么定吧。

We'll call it.

直接放在节目笔记里就行。

We'll just put it the show notes.

叫什么名字我都无所谓。

I don't care what you call it.

其实越接近五月，价格就越贵。

It's not so I think the closer we get to May, the more expensive it gets.

所以你们一月刚拿到新预算，现在就买吧。

So while you got those new budgets here in January, buy now.

对。

Yeah.

正如你所说，越晚买越贵。

Buy now, to your point, it only gets more expensive.

我们通常每个月都会涨一点，离一月越近，票价就涨个几百块。

We probably once a month leading up to January, the ticket price will increase by a couple $100.

全价票也就两千五左右，算不上世界上最贵的展会。

And at full price, the tickets are only about 2,500, so it's not the most expensive show in the world.

但性价比真的很高。

But really the value is there.

你付的钱，其实是能让你在正确的时间、正确的地点，接触到对的人。

What you're paying for is just access to these right people at the right place at the right time.

是啊。

Oh, yeah.

那些到场的品牌或零售商，可不是来闲逛的。

And the people who are there as the brands or the retailers, they're not there for their health.

他们是来看市面上有什么新东西的。

They're there to see what's out there.

人们参加这个展会，是为了推动自己的业务发展。

People come to this show to to move their business forward.

不管对他们来说这意味着什么，核心就在这儿。

What whatever that may mean for them at that particular time, it's all about it.

这本质上就是业务拓展。

It's business development.

占了展会一半的内容。

That's 50% of the show.

另外一部分则是内容和教育培训。

And then the other piece too is the content and the education.

我们将会邀请超过两百位行业领袖，他们来自不同的零售品牌、DTC品牌和服务提供商，都是在这个行业里深耕多年、参与过不少成功项目的人，当然也有一些项目并不顺利。

We're gonna have over 200 industry leaders who are these are gonna come from a mix of these retail brands, d to c brands from the service providers, but some of the brightest minds who have been in this industry for a number of years who have worked on various projects that have been successful, some maybe not so successful.

我们会听他们分享：这是行得通的做法。

And we're gonna hear from them, hey, this is what worked.

这是我们目前正在做的。

This is what we're doing.

这是我们解决这个问题的方式。

This is how we've solved this problem.

这些是一些实际的需求。

These are some of the needs.

所以说，这一切的核心是建立联系、推动业务发展，但这场展会的很大一部分也真正专注于教育和思想引领。

So it's you know, this is all about connections and driving business forward, but there is also a massive piece of this show that's really dedicated to education and to thought leadership as well.

没错。

Right.

参加各种大会的时候，我其实不想让你为难，所以这个问题我就不问了。

When you go to conferences and I'm I don't wanna put you on the spot, so I'm not asking this.

但我知道，现在我去参加这些会议时，开始看到无人机送货这样的事。

But I know when I go to these conferences now, you start to see, oh, drone delivery.

你就会想，哇哦。

And you're like, woah.

等等。

Wait.

什么？

What?

而且这些技术已经开始被应用了。

And and the technologies are starting to be used.

如果你说，我没时间。

And if you say, I don't have time.

我没钱去搞这些。

I don't have the money to get down to that thing.

你可能会发现，其实你也能用无人机送货。

What you might find out is that you could be delivering with drones.

沃尔玛已经在做了。

Walmart is.

亚马逊也在关注，大品牌都在这么做，目前这还只是个试验阶段。

Amazon's looking at the big brands are doing this, and they're doing it because it's an experiment at this point.

他们早就验证过这个模式了。

They've already proven this out.

这都好几年前的事了。

It's been years ago.

我跟Drone Up那边的人聊过。

I talked to the guys from Drone Up.

我记得他们可能已经被收购了，但这就是新时代，我们都已经是消费者了。

I think they might have gotten bought, but this is the new world, and I think we're all consumers.

我们都懂电商零售这一套，也知道我们自己有多被惯坏了。

So we all understand the ecommerce retail business, and we know how we've become very spoiled.

完全没错。

A 100%.

说到这点，你提到了Drone Up。

And to your point, so you mentioned drone up.

我觉得应该是2021年，或者2022年。

I think it was 2021, maybe 2022.

我记不太清了，可能是好几次。

I can't re maybe it was multiple.

我知道他们连续好几年都来参展了，但具体是哪一年，我一时想不起来了。

I know they came to the show multiple years, but I can't recall the first year off the top of my head.

不过，那都是好几年前的事了，当时Tom Walker和他的团队——我觉得是他们——

But it was pretty it was a number of years ago where Tom Walker and his team, I believe

我采访的就是他。

That's who I interviewed.

对。

Yeah.

Tom非常聪明。

So Tom, very intelligent.

他来过，在我们展会早期还没多少人知道无人机的时候，他做过一场演讲。

He came and gave a presentation at our show back in the early days when drill we knew what drones were.

但那其实是在很多试点项目启动之前了。

But really, that was before a lot of these pilot programs.

我一开始就不太相信，刚见面我就跟他说了。

I I didn't believe I told him right when we started.

我跟Tom说，我持开放态度。

I said, Tom, I'm open.

我愿意了解，但你别指望用一分钟就让我相信我们会用无人机。

I'm open to learning, but you can't convince me at this one minute that we're going to use drones.

这倒不是因为它们不好用。

And it wasn't because they don't work.

主要是我当时在想，我是不是还得去湖边散个步，结果头顶上全是嗡嗡响的无人机。

It was just because I was like, am I gonna go for a walk, peaceful walk around the lake here?

那画面想想都头疼，头顶上飞着几十架无人机。

And there'd be dozens of drones overhead.

他说，不会的。

And he said, no.

会有一些设备。

There's stuff.

数量没那么多。

There's not that many.

他还说，我们也不会有卡车在路上跑。

And he said, and, also, we won't have trucks on the road.

他说，我觉得这特别有意思。

And he said I thought this was fascinating.

不会再有 porch 小偷了，因为货直接送到后院。

No porch pirates because you deliver to the backyard.

他说，他们最初主要是和沃尔玛合作。

And he said, typically I think they were doing work with Walmart.

那是他们的第一个大客户。

It was their first big customer.

他说，第一大订单是奥利奥饼干、汉堡帮手或者纸尿裤。

And he said, number one order was Oreo cookies or hamburger helper, diapers.

纸尿裤是个大需求。

Diapers was a big thing.

我记得当时就想，确实如此。

And I remember thinking, yeah.

如果你家里有宝宝，突然发现没纸尿裤了，

If you got a baby at home and you're like, oh, I need diapers.

你是想开车出去买，还是希望无人机直接送到后院，或者沃尔玛送货到后院？

Do you wanna get in the car and go get them, or do you want drone up to drop it in your backyard or Walmart to drop it off in your backyard?

但这些东西正在到来，而且来得非常快。

And but the this stuff is coming, and it's coming very quickly.

我觉得，如果你不参加这种会议，根本没法真正理解。

And I think if you don't get to conferences like this, you don't understand.

另外，库存管理比以往任何时候都更难了，因为我现在有太多不同的销售渠道。

And, also, inventory management is harder than ever because I've got so many different channels that I'm selling in.

我猜他们的买家群体略有不同，所以现在这边蓝色鞋子可能太多，那边红色鞋子也堆得太多。

And they I suspect they they are slightly different buyers, and so maybe they so now I may have too many blue shoes over here, too many red shoes over here.

库存管理真的挺头疼的，我倒不说是噩梦，但肯定比十年前复杂多了。

That just the inventory management is, I I don't wanna say a nightmare, but it has gotta be more confusing than it was a decade ago.

现在的风险高多了。

The stakes are much higher now.

理论上你还有大概七天的缓冲期，但实际上没多少余地，这又回到之前说的——为什么我们要用无人机送尿布或奥利奥？

You don't have I guess, technically, you do have leeway of seven days or so, but not really because it's again, it's going back to the piece earlier of why are we getting drones to deliver our diapers or our Oreos or whatever it may be.

就是因为我们需要立刻拿到。

It's because we have a need for it right then.

鞋子当然不一样，但重点是，你不会想等上七到十四天，只为等一双远在东海岸仓库的红色鞋子，而你人却在加州。

And so that's obviously different than a pair of shoes, but point being is you don't necessarily wanna wait seven to fourteen days for the red pair of shoes because they're all on the other warehouse on the East Coast, and you live in California.

没错。

Yeah.

我以前讲过这个故事，不过再讲一遍也无妨。

I've said this story before, but I'll just say it again.

我就是这样的人。

That's how I am.

我穿HOKA鞋子。

I wear HOKA shoes.

我特别喜欢它们。

I love them.

就算有时候样子难看，我也照样喜欢。

And even though they're ugly sometimes, I love them.

以前我会在本地商店买，那会儿挺方便的。

And I would get them at a local retailer, and that was fine.

但他们不总能备货。

They didn't always have them.

尤其是疫情期间，需求猛增，根本买不到。

Especially during COVID, there was a big demand, and people just couldn't buy.

商店也说，他们根本进不到货。

And they just couldn't the stores said, we can't get them here.

真的，你得等上两个星期。

Literally, you have to wait two weeks.

我当时就想，行吧。

So I was like, alright.

好吧。

Fine.

那家店就在我家附近，是个鞋店。

That retailer's by my house, shoe store.

后来我就开车去了安娜堡，那边有个连锁店。

Then I drove to Ann Arbor, and there's a chain over there.

他们说，有货。

And they're like, yeah.

我们有卖。

We got them.

要是这儿没货，我们那边的店有。

If we don't have them here, we got a local store.

我们把它们运到这里来。

We'll move them over here.

那人问我，要不要送货上门？

Guy said, do you want them delivered to your house?

要是三天内到的话。

If it's three days or no.

要是要一周，收五块钱。

If it's one week, it's $5.

要是隔夜送达，就收二十五块。

If it's overnight, it's $25.

我想着，其实也没急着要那双鞋。

I was like, I don't really need them that bad.

对。

Yeah.

那就定五天吧。

Give make it five days.

那就定一周吧，多加五块钱。

Make it a week so it's extra $5.

然后我去了一家HOKA的官网，他们主动跟我说：

And then HOKA, I went on their website, and HOKA said, hey.

如果你从这儿买，包邮。

If you buy them from here, free shipping.

我当时就想，那我再买一双吧。

And I was like, so I bought another pair.

所以我一共买了两双。

So I bought two pair.

一双是一周后送到，另一双马上就到了。

One was getting delivered in a week, another was delivered.

我记得自己当时在想，25块和免费，差别挺大的。

And I remember thinking to myself, it's $25 versus free.

这其实是一种策略。

And it's a strategy.

我以前常开玩笑说，每次听到‘包邮’，就有个风险投资人白了一根头发。

And I used to joke that anytime you hear free shipping, there's a venture capitalist gets a gray hair.

但到今天，这已经不只是物流问题了。

But it that's it's not just logistics at this point.

这根本就是一种商业策略。

It is a business strategy.

我们要不要提供包邮服务？

Are we gonna offer free shipping?

显然，快递并不是免费的。

And, clearly, shipping isn't free.

这意味着你要么涨了价，要么做了别的事来抵消这笔成本。

It means you either raised your price or you did something to catch that cost.

我觉得，参加这种行业会议时，你开始看到其他公司都在怎么做，这影响真的很大。

And I think that's you go to the conferences like this, you start to see what other companies are doing, and it's significant.

而且我觉得，具体情况因人而异。

And I I think it it all varies.

如果你花200美元享受专属白手套配送服务，比如Wayfair，他们会在大会上做演讲，很多东西你其实在线就能买，但问题是，你真的希望有人打电话来你家，帮你组装书架，或者那个户外火坑吗？很多人没工具，也不愿意自己动手组装。

If you're paying $200 for specialty white glove delivery where I know Wayfair for example example, they'll be at the conference doing a presentation and a lot of their stuff you can go online and buy and it's okay, do you want someone to call to come to your home and assemble this bookshelf or whatever this outdoor fire pit that a lot of people don't have the tools for or just quite frankly don't want to assemble it.

所以你付50美元，选择送货上门并安装服务，就这么回事。

So you pay, okay, can do the $50 home delivery and installation or what that.

对很多人来说，这钱花得值。

And to so many people that is is worth it.

但也有不少人说，绝对不值。

And then so many people they're like, absolutely not.

我自己能搞定。

I can do this.

这不过是周末的小项目。

This is a weekend project.

关键是，你得给两种选择都留着空间，这正是参加这类大会的意义所在。

But the point is you've gotta have options for both, and that's what these conferences are for.

当你需要在某个地区找合作伙伴，提供配送和安装服务时，你就应该有能力提供这项选项。

And when you need that option to have someone to be able to go partner with in this particular region to do the delivery and the installation if needed, then you should be able to offer that.

是的。

Yep.

在开始录音前我就跟你讲过这个故事了。

And told you the story before we hit the record button.

我妹妹买了一张沙发。

My sister bought a couch.

她和她丈夫一起买了一张沙发，结果送货的人敲了门。

Her and her husband bought a couch, and the guy knocked on the door.

顺便说一下，那时候是冬天。

And it was, by the way, it was winter.

他们上门来，敲门就说：这是您的沙发。

So they show up, knock on the door and go, here's your couch.

她就说：哦，挺好。

And she goes, oh, cool.

然后他们说：她得签收一下。

And they're like, she's gonna sign for it.

她说，那你们直接搬进去就行。

She goes, so you can just move.

她开始指地方，想让他们放哪儿，结果对方说：我们只送到门口。

She starts to point to where she wants it, and they go, we're only delivering to the threshold.

她愣了一下，说：等等。

And she goes, wait.

什么？

What?

我说：我们只负责送到这儿，钱就这么点。

And I go, we only get paid to take it to here.

她就说：我们可搬不动剩下的路。

And she's like, we can't carry it the rest of the way.

得有人帮把手。

We're gonna need a hand.

那送货的哥们儿还挺不耐烦的。

And so the guy was a little surly.

也许他生气了。

Maybe he was angry.

中间也有些误会。

There was a miscommunication either.

她没付钱，但他们也没说清楚。

She didn't pay for it, but they didn't make it clear.

出了岔子，你就陷入这种境地了。

Whatever happened went wrong, and then you're in that position.

我觉得我们都干过这种事，心里想着：我身上有没有现金能给这人？

I think we've all done this where you're like, do I have cash that I could give this guy?

是的。

Yeah.

喂。

Hey.

我给你五十块，你帮忙搬完剩下的路行吗？

Can I give you $50 for you to move it the rest of the way?

那张沙发花了上千美元，结果因为最后五十英尺的距离，整个体验都被毁了。

That couch, cost thousands of dollars, the experience was somewhat ruined because of the last not the last mile, the last 50 feet.

确实如此。

Truly.

就是最后五十英尺的事。

The last 50 feet.

这再次说明了它有多重要。

And again, it just goes back to the importance of it.

这到底该怪谁呢？

Whose fault was that?

谁知道呢？

Who knows?

而且没错。

And it Yeah.

可能是消费者的问题，但责任从来不会落在他们身上。

Could been the consumer, but it never falls on their

但这不是重点，消费者永远是对的。

And that's not the point Consumers of the customers always.

但话说回来，这可能让他们对这家零售商留下了不好的印象。

But again, that that maybe that left a sour taste in in their mind of that retailer.

而实际上，零售商可能根本没有任何过错。

And there it could have been absolutely no fault of the retailer.

谁知道呢？

Who knows?

但关键是，服务要一直延续到沙发稳稳当当安放好为止，这一点对留住客户至关重要。

But the point sometimes is that it's an extension all the way until that couch or whatever it is there securely, and it's again, retention is extremely valuable.

现在市面上的品牌太多了。

The there's so many brands now.

卖家通过各种渠道销售产品，大家都在争抢这唯一的一笔购买。

The sellers are selling products across multiple avenues, and they they're all competing for that one purchase.

我注意到Safe Flight这家公司，他们专门做挡风玻璃维修，会直接上门服务。

I noticed Safe Flight that does the windshield repair, they'll come to your house and do it.

所以一旦他们预约了，就会安排上门，是的。

And so if they book, they go, yeah.

约翰·比斯利是你的维修技师。

John Beasley is your technician.

他今天下午一点会到。

He'll be there at 1PM this afternoon.

这是他的照片。

Here's a picture of him.

所以他们现在会发照片过来。要是来的是你奶奶，我不清楚，结果是个满脸纹身的家伙在敲我的门，我肯定不会开门。

So they send so now if it's your grandma and she's, I don't know, some guy with a face tattoo banging on my door, and I'm not gonna open it.

你要是去开门，那就完了。

If you go, nope.

看看这张照片。

This that's picture.

就是这个人。

That's the guy.

所以奶奶得习惯这一点，因为照片里那个带纹身的人就是摄像头里的人。

And grandma have to get used to it because the guy in the camera has a in the picture has a face tattoo.

顺便说一句，这又是另一种现实情况。

But and by the way, that's another reality.

有些品牌会说，我们不在乎派来的人长什么样。

There's some brands who say, I don't care what our person looks like.

他们只是来送货的而已。

They're just delivering something.

其他人会说他们得穿制服。

Others are gonna say they need to be uniformed.

身上不能有穿孔饰品。

They need to be no piercings.

不能有任何让爷爷奶奶不敢开门的吓人东西。

Not nothing that's gonna scare grandma and grandpa from opening the door.

我以前还说过，法律规定有人敲门我们就得开门。

And I used to say that we were obligated by law to open the door when somebody knocked on it.

现在人们一听到有人敲门，就想着得躲一会儿。

Now people are like, oh, somebody's knocking on my door.

再躲几分钟就好了。

Just have to hide here for a few more minutes.

你知道吗？大多数人都是这样做的。

You know what, most of do it?

我也一样，难辞其咎。

I'm guilty of this too.

他们拿起手机，打开门铃摄像头，不管用的是Ring还是别的品牌。

They grab their phone, and they'll open up whether it's Ring or so many people now have the doorbell camera.

就算窗帘拉着，对方看不见里面，他们也完全不用从沙发上起来。

They don't even have to if the curtain's closed, then, you know, they can't see they don't even have to get off the couch.

唉，我真的得去开门吗？

Like, oh, do I really wanna Yeah.

所以，这正是我们一开始聊到的情况。

So that's so there's this is we started the conversation.

送货上门可不一样，难多了。

Home delivery is different, and it's much harder.

每个送货地点都不一样，可能连续十个都很好送，第十一个却特别麻烦。

The and in each every location that you deliver to, there might be 10 in a row that are easy, and then the eleventh one is a nightmare.

这跟送到专业的物流公司或收货方完全不一样。

But it's not it's not like delivering to a professional shipper, professional receiver.

你面对的是完全不同的普通人。

It's somebody who is very different.

确实如此。

It is.

影响因素实在太多了。

And there's just so many variables.

我经常发现，往往是一些小事能起到大作用。

And I found oftentimes, it's the small things that go a long way.

没错。

Yes.

说到上门的高端送货服务，我们之前确实聊过这个。

When it comes to I know we've talked about like the in home actual like kind of white glove delivery service.

但有时候，关键就在于他们进门时有没有套鞋套这样的细节。

But it could be a matter of, okay, did they put on shoe covers when they came in?

这些小事情其实特别重要，比如他们有没有提前打电话通知你？

Little things like that go a long way and just did they call and give me a heads up?

说好三十分钟后到。

Hey, I'll be there in thirty minutes.

这是因为现在很多人选的送货时间窗口都是两小时左右吧？

Is that because a lot of times you're selecting a window of two hours or so.

现在很多人都在家上班。

It's with people working from home now.

所以他们会选一个时间段。

They select a window.

是啊，但如果你到了，人家正在打电话，这种小事其实特别影响体验。

So, yeah, but what if you get there and they're on a call and it's there's just the simple things like that, I think, go a long way.

是的。

Yep.

我觉得我们还没提到，但这也需要专业的司机，而且得为此付费。

And I think also we didn't talk about it, but I think this also requires professional drivers, and you're gonna have to pay for that.

如果你想要做好，就得记住，这些是直接接触客户的人。

If you want to pay for if you want keep in mind, these are the people who are interacting with your customer directly.

所以你需要他们能随机应变，始终以客户为中心，主动说：我来就是为了帮你解决问题。

So you need them to be able to think on their feet, to be a customer service advocate always, and say, I am here to solve the problem.

我送东西到约翰家，但他不在。

I'm delivering to John's house, and he couldn't be here.

我得半小时后再来一趟。

I gotta come back in a half an hour.

我跟他说了，没问题。

And I told him, fine.

我没让他滚蛋。

I didn't tell him to go to hell.

对吧？

Right?

没错。

Exactly.

就是这个人。

That is the person.

还有设备。

And and the equipment.

那在货车上，他们配备的设备对吗？

So on the truck, do they have the right equipment?

举个例子，我跟我太太以前也特别热衷于黑色星期五和网络星期一的购物，好几次都...

And a quick example of this, I so my wife and I, we were definitely guilty of the whole Black Friday, Cyber Monday shopping thing a couple of

你得这么做，这是你的工作。

months You have to, it's your job.

是的。

Yeah.

所以我们确实为所有客户的旺季贡献了一份力量，对此我表示歉意。

So we definitely contributed to the peak season for all of our customers, so I apologize for that.

但我们买了一个户外壁炉，包装箱特别大，也很重，送货单上还特别注明是用托盘配送的。

But we bought an outdoor fireplace and this is pretty large box, heavy, all that stuff, and it was actually delivered and it said in the notes it was gonna be delivered on a pallet.

我们家的车道挺陡的。

So we live on a like, our driveway is pretty steep.

那种地方，就算空手上下都费劲，更别说拖着一个托盘了。

It's not something where you can just, easily walk up and down without even if you don't have a backpack, much less like a pallet.

要是送货的人没带带刹车的托盘车，该怎么办？

So what if the person had delivered this and they didn't have a pallet driver with brakes on it?

根本不可能把这么重的壁炉托盘从坡上安全运到我们车库。

There's absolutely no way they would have been able to get our this pallet with this fireplace down the hill to our garage.

所以这不只是人的问题，还得有合适的设备，人才能把活儿干好。

So it's it's not only about the person, but you've gotta have the right equipment for the person to be able to do the job the way that they need to.

幸运的是，这家快递公司确实准备好了。

Luckily, this carrier did.

他们准备了一个很不错的升降装置，他手控刹车，就这么轻松地顺着车道滑了下来，事情就解决了。

They had the whole nice lift set up where he handheld breaks and he just cruised down the driveway and that was it.

不然的话，这个托盘就得停在马路边上，我真不知道那时候该怎么办。

Because otherwise, it would have been this pallet would have been up on the street where I don't know what I would have done at that point.

估计得去敲几家邻居的门，说：嗨。

Probably called a couple of neighbors and said, hey.

我需要帮个忙。

I need some help.

能不能叫上四五个邻居，一起把这东西抬下去？

Can we get four or five of us and carry this thing down?

是的。

Yeah.

这正是家送服务的难题所在。

This is just the challenge of home delivery.

就像我之前说的，这简直是一门独立的行当，所以他们还专门办了个叫‘家送世界’的大会。

And as I've said, it's its own world, and that's why they have their own conference called Home Delivery World.

那我来总结一下今天我们聊的内容，然后我想听听你的最终想法。

So I'm gonna summarize what we talked about today, and then I want you to get your final thoughts.

我正在和我的朋友约翰·比斯利聊关于‘Home Delivery World’和配送未来的那些事。

So I'm talking to my friend John Beasley, and we're talking about Home Delivery World, the future of fulfillment.

‘Home Delivery World’活动将在5月20号到21号在纳什维尔的音乐城中心举行，就在市中心体育馆对面。

Home Delivery World is May twentieth, twenty first in Nashville, Music City Center, right across from their arena downtown.

那地方真不错。

It's a beautiful location.

你刚才说什么？

What'd you say?

这活动办了十年了？

It's ten years old?

大概十年或者十一年了。

10 or 11.

它是个新

It's a new

是个绝佳的举办地。

location to have.

全新的地点。

New location.

所以家得宝也会参加。

So Home Depot.

Home Delivery World 主要是交流学习。

Home delivery world is all about education.

更重要的是建立联系。

It's all about connection.

最大的零售商都会到场。

The biggest retailers are there.

最大的品牌都会现身。

The biggest brands are there.

不仅大电商会来，小公司也都会参加。

The biggest ecommerce companies are there, and all the small ones too.

如果你是服务商，那里也汇聚了所有服务商。

And if you're a provider, we got all the providers there also.

在这里，你能了解到品牌和零售商真正需要什么，以及现在服务商能提供哪些服务——这些进步远远超过了几年前的水平。

This is where you're gonna learn what the brands want, what the retailers want, and then what all the providers are able to to provide these days, which is leaps and bounds over what it was just a few years ago.

我觉得在未来十年里，我们都得变成无人机和机器人方面的专家，因为将来很多工作都会由它们来完成。

I think we're all gonna have to become sort of experts at drones and robots here in the next decade because that's gonna be who's gonna be doing a lot of this.

我们还没聊到演讲者呢。

We didn't talk about speakers.

在结束之前，给我介绍几个演讲者吧。

Give me a few speakers before we wrap this bad boy up.

哦，让我想想。

Oh, let's see.

我们从哪儿开始呢？

Where do we start?

比如，Wayfair的供应链与零售技术副总裁，我们之前提到过Wayfair几次，就拿他举例吧。

So we have the VP of supply chain and retail technology from Wayfair, throwing that example because we've mentioned Wayfair a couple times.

Ulta Beauty 已经连续好几年在我们的会议上发言了。

Ulta Beauty, they've been speaking at our conference for a number of years now.

所以我们请到了他们负责配送的副总裁。

So we've got their vice president of distribution.

我们还邀请了 Fabletics 的供应链副总裁。

We have the vice president of supply chain from Fabletics.

亚马逊那边也会来几位发言人。

We'll have a couple of speakers from Amazon.

我一时想不起还有谁了。

You another one would be off the top of my head.

我们现在的议程稍微涉及了一点可持续性方面的问题，哦，对。

Like, the so we we're getting a little bit into, like, the sustainability aspect of it with the agenda Oh, yeah.

对。

Here.

所有包装都包括在内吗？

All the packaging?

是的

Yeah.

当然

Absolutely.

我们还会邀请阿尔伯特森斯公司的首席可持续发展与转型官。

So we have chief sustainability and transformation officer from Albertsons.

你刚才提到包装的问题，我们也会请他们那边的一些人来分享。

To your point about packaging just now, we'll have some some folks from there.

所以，我们会听到不少零售品牌的分享，还有一些解决方案提供商的见解。

So, yeah, it's gonna be a broad range of retail brands that we're gonna hear from as well as some solution providers.

我们还会听到 OneRail 公司首席执行官的发言。

We'll hear from the CEO of OneRail.

我们会

We'll have

哦，我采访过比尔。

Oh, I've interviewed Bill.

是的

Yeah.

比尔是男性，非常聪明。

Bill's a he and he's a very intelligent guy.

他讲话的时候，大家一定要认真听。

So he when he speaks, I always people should definitely listen.

对

Yep.

我会确保放上演讲者的链接、与会嘉宾的介绍，还有注册链接，方便大家报名参加这场会议。

I'll make sure we put a link to the speakers, a link to who's coming, and obviously, a link to sign up so you can register so you can be at that conference.

总之

Anyway,

够了

enough

我的废话也说够了。

of my blather.

约翰·比斯利，关于这个话题，你最后还有什么想说的吗？

Final thoughts on the topic, John Beasley?

是的。

Yeah.

非常感谢你邀请我参加这个节目。

First off, thank you so much for having me on the show.

和你们聊这些真的特别开心。

This has been an absolute pleasure just chat chatting through everything.

至于我的最后一点想法，其实很简单。

And, yeah, my my final thoughts, it's pretty simple.

我们的口号，也是我们办这场活动的定位，就是从仓库到消费者，这是电商物流领域最重要、每个人都该参加的盛会。

Our tagline and where we wanna position ourselves with this event is from the warehouse to consumer, this is the most important ecommerce logistics event out there that these that everyone should be attending.

所以，如果你是零售品牌，也许你觉得已经把一切都安排妥当了，整个生态系统都规划好了，准备就绪了。

So again, if you're a retail brand and maybe you think you've already got everything figured out, you've got your whole ecosystem down, set, packed, ready to go.

我依然建议你从学习的角度来看看，因为尽管你现在可能领先一步，但行业变化太快了，新兴公司不断尝试新东西，比如无人机配送之类的，这里正是你了解趋势、开阔视野的最佳场所。

I still encourage you to check it out from an educational standpoint because while you might be on top of your game today with how fast things are changing, with how many up and coming companies are trying new things, a lot of the drone delivery and stuff like that, This is gonna be your place to to learn, to see what's going on.

如果你是另一头，刚入行，觉得一切都很新鲜。

If you are on the opposite end of that and you're like, hey, I just got into this business.

还在摸索阶段。

I'm trying to figure it out.

那你一定要来展会，向行业里的顶尖高手学习，跟一些最棒的公司面对面交流。

You absolutely definitely wanna come to the show, learn from some of the top minds in the industry, meet with some of the best companies out there.

最后，对于所有的供应商，不管你是做最后一公里配送的，还是搞技术的，或者是卖货车、厢式货车的，我们这儿都会聚集大量这类人群。

And then lastly, for all the providers out there, whether you're offering a final mile delivery solution or maybe you're on the technology side or maybe you're selling the vans or the box trucks, We've got all these people coming to the show.

再说一次，这真的就是两天，而且这两天都会非常忙，所以提前休息好，但过程会很愉快。

Again, really, it's two days of these are gonna be busy days, so rest up before, but it's gonna be fun.

活动结束后，你大概会因为一直说话而感到疲惫，但这都是正常的一部分。

You're gonna you're gonna be probably tired of talking after the show is over, but it's just part of it.

这特别棒，尤其是

It's a great Especially

如果你也参加纳什维尔的活动，第二天你会累得不行。

if you partake in Nashville, you're gonna be really tired on that second day.

所以我们已经安排好早餐和咖啡在早上八点到八点半之间准备好。

That's why we'll we'll make sure breakfast and coffee is ready to go about 08:30 08:00, 08:30AM.

我们不会要求你们来得太早，但咖啡管够。

So we're not gonna ask you to get there too early, but we'll have plenty of coffee for you.

是的。

Yep.

我们本该提一下，这次活动会有超过三千人参加。

And we should have said this is there's over 3,000 people will be at this event.

这算是一个规模不小的活动了。

So this is a good size event.

你不可能跟三千人都聊上，我是这么看的。

It's not you're not gonna get a chance to talk to all 3,000 people, so that's how I look at it.

能结识一百个靠谱的人，就非常值得了。

Make a 100 good connections and be very happy.

对。

Yeah.

只要建立起一百个高质量的联系，你就成功了。

A 100 good connections and you're set.

其实，只要有一个就够了。

It really only takes one.

来参加这个展会的人需求各异，有的很广泛，有的非常具体，只要你遇到一次恰到好处的对话，满足了你的需求，那就值了。

People come to this show for a range of needs, broad range, or maybe it's very specific and you get that one conversation that meets that need and you're good to go.

不过，这次活动确实有三千多人参加。

But, yeah, over 3,000 people at the event.

规模足够大，让你有足够多的事可做、有足够多的人可以交流，但又不会大到让你完全不知所措。

So it's large enough where they're you're gonna have plenty to do and plenty of people to talk to, but not so large where you're just absolutely overwhelmed.

虽然整个活动以商务为主，但我们还是希望它有趣，也希望营造一种社区感——像这么大规模的展会，我们其实已经形成了一个紧密的圈子。

So it's a really while it's all business oriented, we still wanna make it fun, and we still want to foster a sense of community, which with a a show this size we do have a tight knit community.

这个活动我们已经办了十四年，有些参与者从第一届就开始来，现在走在展台上，可能认识九成以上的人。

We've been running the event for fourteen years, and there have been people who have come from day one who they could probably walk the show floor and know 90% of the people.

还有一些公司，两年前根本还不存在。

And then we've got the companies who two years ago, they didn't even have a company.

他们刚成立，这次特地来参加展会。

They've just launched and they're coming to the show.

这真是个很棒的活动。

So it's it's a fantastic event.

我建议大家都给我发消息。

I encourage everyone to message me.

我相信你会把联系方式放上去。

I'm sure you'll put the contact info

我会放上你的领英主页和官网链接。

I'll put a link to your LinkedIn profile, to your website.

你和你的市场团队给我的任何链接，我都会加上。

Any links you and your go to market team give me, I will I will put a link.

我还会放上我们之前对汤姆·沃克和比尔·卡塔尼亚的访谈链接，他们将是你们的演讲嘉宾之一。

And I'll also put a link to the interview we did with Tom Walker and with Bill Catania, who will be one of your speakers.

太好了。

Perfect.

是的

Yeah.

很乐意和任何人聊聊。

Would love to talk to anyone.

如果你有任何问题，我的职责就是确保你清楚接下来该做什么，并为你的团队提供准确的信息，好让他们决定派谁去、派多少人。

If you have any question at all, my job here is to make sure you know what to expect and have the right information for your team to to figure out who to send and how many people to send.

好的

Yep.

非常感谢你抽出时间，约翰。

Thank you so much for taking the time, John.

太棒了。

Awesome.

非常感谢你，乔。

Thank you so much, Joe.

很高兴能和你交流。

Was a pleasure.

是的。

Yep.

也感谢各位收听我的播客。

And thank all of you for listening to my podcast.

非常感谢你们的支持。

Your support's very much appreciated.

我们下次再聊。

Until next time.

继续前进，不断向上。

Onward and upward.

您正在收听的是《物流自物流》播客，我们与物流和供应链领域的领导者深入对话。

You have been listening to the Logistics Self Logistics podcast where we engage with leaders in the logistics and supply chain community.

如果喜欢我们的内容，请订阅、点赞，并在苹果、Spotify 或其他平台给我们留下好评。

If you like what you hear, please subscribe, hit the like button, and leave us a nice review on Apple or Spotify or wherever else you listen.

也欢迎观看我们在 YouTube 上的视频，并在 LinkedIn 上关注我们。

Also, please check out our videos on YouTube and connect with us on LinkedIn.

我们在领英上非常活跃。

We're very big on LinkedIn.

你也可以通过 logisticsoflogistics.com 联系我们，

And you can also reach us on the logisticsoflogistics.com,

就是我们的官网。

our website.