This year's "Double 11" has set a record for the longest promotion period in history, and the annual logistics industry examination has come to an end.
▍The marketing system takes precautions to meet the challenges of the "Double 11" peak season
The logistics marketing department of China Eastern Airlines has established a close communication mechanism with the e-commerce platform to keep abreast of the demand and changes in cargo transportation, and by comparing the sales data of "Double 11" in previous years and analyzing the promotional activities of previous years, it predicts and plans the flow and direction of goods in advance, establishes an abnormal situation handling mechanism, maintains smooth information with customers, and timely deals with abnormal situations such as on-site cargo pulling. Sales personnel stationed in the core agency company, combined with market forecasts, formulate security plans, subdivide the goods, clarify the priority, reasonably plan flight resources, and ensure efficient shipment. At the same time, it also makes full use of the network resources of winter and spring routes, innovates business models such as air-to-air and land-to-air transfer, increases the allocation of belly resources required for the entry and exit of key flow goods, ensures the demand for peak cargo volume in and out of the port, and helps the "Double 11" cargo flight acceleration in and out.
▍Ground support is deployed in a coordinated manner to ensure the smooth flow of goods for "Double 11".
In order to ensure the efficient and smooth transportation of goods, the ground support department of China Eastern Airlines Logistics has set up a special support team to summarize the demand information such as cargo flow and flow during the "Double 11" period in advance, and do a good job in equipment maintenance and personnel deployment in a timely manner. In order to cope with the daily operation peak, each cargo station dynamically implements measures such as opening peak emergency receiving channels, adjusting the opening time of security inspection channels, and staggering the peak work and rest of personnel according to the cargo booking situation, and all business departments strengthen communication and close cooperation to ensure the smooth flow of the whole chain of cargo collection, assembly, and installation.
▍The cross-border e-commerce team actively responded to ensure the smooth operation of the peak
On October 24, China Eastern Airlines' cross-border e-commerce logistics supervision warehouse ushered in the first wave of direct mail import logistics, these small packages are mainly from the United States, Canada, Japan and South Korea, including clothing, cosmetics, health products and other categories, with an average daily order volume of 12,000 tickets, and a maximum of 15,500 orders in a single day. On November 3, the second wave of peak arrived as scheduled, and the team relied on rich experience to plan in advance, fully deploy, and provide accurate services to ensure the orderly progress of all aspects of operation. According to statistics, the volume of goods from October 24 to November 11 increased by 114% month-on-month.
At the same time, due to the impact of overseas shopping seasons such as "Black Friday" and "Christmas season", late October to December is also the peak season for cross-border e-commerce exports, and China Eastern Airlines Logistics has guaranteed a total of 9 charter flights for cross-border e-commerce platforms, leading to Los Angeles and Chicago stations in the United States. It is reported that in order to further meet the air capacity demand of cross-border e-commerce platforms, from November to the end of this year, China Eastern Airlines Logistics will also provide 37 all-cargo charter flights to four popular cargo sites in the United States and Europe, including Los Angeles, Chicago, Amsterdam and Frankfurt, with an estimated cargo volume of up to 3,200 tons.
According to statistics, from October 21 to November 11, China Eastern Airlines Logistics guaranteed more than 26,000 inbound and outbound flights at Shanghai Pudong and Hongqiao airports, with a cumulative cargo volume of more than 130,000 tons, an increase of 7% year-on-year and 15% month-on-month. During the "Double 11" period, the 7th CIIE was also successfully held, as a professional aviation logistics service provider, China Eastern Airlines Logistics completed the transportation guarantee of French apples and other CIIE exhibits, and also deeply participated in the event, and its subsidiary China Cargo Airlines and Thailand's TurbineAero signed a 15-year APU repair service contract. China Eastern Airlines Cold Chain signed a contract with Benson Lobster Company of Canada, and will import fresh products from all over the world on a large scale through further cooperation with overseas fresh suppliers in the next five years, so as to further meet the Chinese people's yearning for a better life.