Another wave of turmoil in the express delivery industry is being stirred up! On June 28th, Cainiao Express, a self operated quality express delivery service that has been brewing for a long time, was officially launched.

Here comes the 'Cainiao Express'

The introduction video of Cainiao Express shows that Cainiao Express will achieve the "fastest half day delivery" time limit, extend the deadline for collecting orders to 22:00 in the evening, and also collect all items. In response to users' demand for "door-to-door delivery", Cainiao Express has made a service commitment of "no door-to-door compensation".

In addition, the matrix of Cainiao Services will cover full heavyweight packages such as large, small, and small items. When it comes to "inclusive pricing," CEO Wan Lin of Cainiao Group mentioned that "small and medium-sized businesses can also afford it.

The Chinese express delivery market is developing rapidly and large enough, requiring the logistics industry to provide multi-level supply. Cainiao hopes to create more cost-effective quality services to meet the constantly emerging new needs of merchants, "said Wan Lin, CEO of Cainiao Group.

In fact, the launch of Cainiao Express is not Cainiao's first foray into domestic express delivery. Since six years ago, Cainiao has been building a distribution network to support the development of Alibaba's internal self operated businesses such as Tmall Supermarket. Danniao Direct Delivery is Cainiao's previously self operated express delivery business, providing regional and localized delivery. Cainiao related personnel introduced that "Cainiao Express" comes from the upgrade of "Danniao Direct Delivery" - in the Danniao ground distribution network, it has expanded its network, built cross provincial trunk transportation, transfer centers and other infrastructure, and upgraded to a national express delivery.

It is reported that the service of Cainiao Express was opened for trial last year. Some flagship stores on Yili's Tmall began to try Cainiao Express last year, and the logistics complaints and return rates of related stores have decreased to a certain extent. In the current era of increasingly "crowded" e-commerce business, the improvement of consumer experience brought by high-quality express delivery is inevitably more valued by merchants. However, with the large-scale opening of Cainiao Express, its cost-effectiveness appeal still needs further testing.

Who did the rookie end up affecting?

Regarding the launch of the self operated brand "Cainiao Express", Pan Yonggang, the director of Rogo Research, said in an interview with reporters: "What customers need should be done, which reflects that Cainiao has shed its burden and is going further and further on the road of serving customers

Pan Yonggang believes that this will have a certain impact on the existing pattern of "three connections and one access", as well as JD Logistics.

Zhao Xiaomin, an expert in the express delivery industry, believes that the launch of Cainiao Express is essentially a response to market demand. "Cainiao Express is a beneficial supplement to the express delivery market, with a large consumer market capacity and broad development space, and will not directly compete with economic express delivery systems such as Tongda Express

However, currently in the domestic express delivery industry, in addition to SF Express and Three Links and One Delivery, JD.com is also an important player. In addition, there are emerging express delivery participants such as Jitu, and the market competition is relatively fierce. Nowadays, Cainiao also directly participates in the competition. On the one hand, it can build its own express delivery team, but on the other hand, it is also prone to competitive relationships. It is also a strong supporter of Taobao's logistics industry, such as "Three Links and One Delivery",

Cainiao Express is a domestic logistics business product that Cainiao focuses on building this year. Cainiao is also accelerating the construction of international express delivery and overseas local express delivery.

It is reported that in the next decade, Cainiao will focus on building a globally leading smart logistics network, creating three major long chain logistics networks: domestic, cross-border, and overseas local. At the same time, it will form three major short chain businesses: terminal stations, logistics real estate, and logistics technology.

Cainiao has applied for registration of Cainiao Express trademark

By querying the China National Intellectual Property Administration's China Trademark Website, Cainiao Intelligent Logistics Holding Co., Ltd. has applied for several "Cainiao Express" trademarks, including transportation tools, building repair, etc.

At present, some trademarks have been registered, and some trademarks are in the process of preliminary review announcement or refutation reply.

Business not moving, trademark first

As a distinctive symbol that distinguishes the source of a product or service, a trademark plays an important role in increasing brand recognition and premium. Especially in the context of China's increasingly standardized operation methods in the warehousing and logistics industry, and the gradual increase in industry entry barriers, the necessity for warehousing and logistics enterprises to achieve "business unchanged, trademark first" has greatly increased.

The principle of "application first" is implemented in trademark registration in China. Generally speaking, it means first come, first served. For an identical or similar trademark application, those who first apply for trademark registration will have priority in obtaining the exclusive right to use the trademark.

If a warehousing and logistics enterprise uses a certain trademark in the process of operation but fails to register it in a timely manner, once the trademark is registered by others, the enterprise will be in a passive position, either spending a lot of money to redeem the trademark, or being forced to change its name, which will waste most of the early promotion of the brand. In either case, the enterprise will pay a huge price. Therefore, it is important to remind everyone that timely application for trademarks is the most fundamental but also the most important event in the operation of warehousing and logistics enterprises.

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