拼多多“指定快递”，这步棋能走通吗？

驿站02-27

老鬼邀您阅前思考种种利益纠葛，优势与阻力同样明显，“指定快递”功能的全面铺开并非一朝一夕可为之，仍有很长的路要走。文/驿站老鬼2026.02.27拼多多又在快递江湖悄悄落下了一枚棋子。据亿邦动力报道，拼多多日前上线“指定快递”功能，旨在解决商家在面对消费者个性化物流需求时，因人工备注极易导致的漏发、错发等痛点。据悉，拼多多此次推出的功能实现了从前端咨询到后端打单的自动化流转。商家在同意消费者需求后...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260227210721a4377b8a&s=b><strong>驿站</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>老鬼邀您阅前思考种种利益纠葛，优势与阻力同样明显，“指定快递”功能的全面铺开并非一朝一夕可为之，仍有很长的路要走。文/驿站老鬼2026.02.27拼多多又在快递江湖悄悄落下了一枚棋子。据亿邦动力报道，拼多多日前上线“指定快递”功能，旨在解决商家在面对消费者个性化物流需求时，因人工备注极易导致的漏发、错发等痛点。据悉，拼多多此次推出的功能实现了从前端咨询到后端打单的自动化流转。商家在同意消费者需求后...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20260227210721a4377b8a&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"PDDL","symbol_name":"2倍做多PDD 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through?","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"PDD":1.95,"KPDD":0.6,"PDDL":0.6},"content_text":"老鬼邀您阅前思考种种利益纠葛，优势与阻力同样明显，“指定快递”功能的全面铺开并非一朝一夕可为之，仍有很长的路要走。文/驿站老鬼2026.02.27拼多多又在快递江湖悄悄落下了一枚棋子。据亿邦动力报道，拼多多日前上线“指定快递”功能，旨在解决商家在面对消费者个性化物流需求时，因人工备注极易导致的漏发、错发等痛点。据悉，拼多多此次推出的功能实现了从前端咨询到后端打单的自动化流转。商家在同意消费者需求后，可通过系统设置指定快递，该信息将自动同步至打单软件或ERP系统。打单时，系统会自动判断并匹配对应的快递公司，从而规避人工疏忽。消息来源：亿邦动力先科普一下，什么是“指定快递”？简单来说，所谓“指定快递”，也可说是“自选快递”。顾名思义，就是消费者在平台下单时，可以自主选择某一家快递公司（品牌）来承运所购买的商品，以此满足消费者的个性需求与快递偏好。再提个醒，“指定快递”不是新鲜事。大概10年前，淘宝就曾公布过类似的功能。前些年，拼多多、抖音电商也推出了不同版本的“指定快递”功能。整体来看，拼多多此次“指定快递”的核心变化，并非是“从无到有”的问题，而是“从有到优”的一次体验升级，将原本非标、易出错的人工备注流程，升级为前置、标准化、可系统对接的线上选项，目的是提升履约准确性和消费者满意度。按常理，相对于传统的选择快递服务由卖家主导，指定快递服务可根据卖家提供的快递公司选项进行选择，让买家有更多选择权，让他们不同的快递诉求得到更匹配的服务，这是行业的进步。但，揆诸现实，指定快递是“一颗硬钉子”，实际操作起来并没有想象中那么简单，不是想指定就能指定的。01指定快递，并非皆大欢喜如何看待电商平台赋予买家的“快递选择权”呢？辩证地看，“买家”、“卖家”、“电商平台”和“快递公司”这四方之间并不是相互孤立的，在很多时候，它们会共同变动，甚至会相互影响。总体来看，指定快递为广大买家实实在在地提供了更多的选择，但也并非皆大欢喜。首先，从购物体验来看，指定快递之下买家可以自由根据自己的喜好选择快递服务，没有卖家从中“赚差价”。另外，由于快递服务由买家说了算，快递的价格也变得更加透明，让买家更加放心。其次，从电商卖家角度来看，指定快递不仅提升了买家的购物体验，也避免了因为快递服务问题而受到买家不合理的差评。当然，这些给卖家带来的好处固然可喜，但他们也有不小的困扰，还有自己的小算盘。在电商行业的语境里，一切生意都建立在规模之上。众所周知，电商件在几家大的快递公司中的业务占比基本上都超过50%甚至更多。电商客户一旦大到这种程度，就真的是“上帝”了。僧多粥少意味着卖家的话语权就高，在价格层面可操作空间也就更大。以往，电商卖家们早已习惯了快递费“低价”的温床，价格越低越有利润，甚至有那么一类商家（尤其电商卖家）不好好钻研如何做生意，而是处处想着从快递身上“薅羊毛”，比如打着包邮的旗号来赚取“快递差价”。而现在如果由买家指定服务，由于各家合作的快递公司的价格不同，势必会影响到商家的利益，虽然平台在运营规则上会“倒逼”卖家遵守规则，可这些都是事后性质的措施。为了以保住各自的利益，一旦预感到这张温床有被抽去的威胁，“指定快递”面对的阻力可想而知。02“指定快递”会成为新趋势吗？提到“快递的选择权”，有一个话题永远绕不开——包邮。作为一种营销手段，“快递包邮”的初衷是好的，在很长一段时间内，确实也促进了电商的成长和繁荣。为什么现在越来越多的人却开始反感、甚至呼吁取消“包邮”呢？究其根本，用一句来概括就是，在现行的“包邮”模式下，消费者失去了选择权，快递公司丧失了定价权。包邮模式下，平台商家没有改变动力，甚至以赚“快递费差价”为生；快递公司想改变但缺少议价权和话语权，只能按照平台的规则来玩，要么服从，要么出局；议价能力的丧失，也意味着只能被动选择降低价格来博取市场占有率。原本应该以质量为基和服务立足的快递业，逐渐跌入价格战怪圈，消费者最终也只能被动成为这种低质服务的接受者。在老鬼看来，“包邮”模式本身并无对错之分，之所以在业内引发诸多争议和吐槽，更多的是竞争环境和消费情境变得跟以前不一样了。在过去几年，快递行业里讨论最多、期待最大的就是“电商与快递定价分离”。在一定程度上，“指定快递”也是将商品定价与快递服务定价区别、分离的一次勇敢尝试。“定价分离”在平衡“电商-快递”利益关系的同时，把选择权归还给消费者，赚取“快递差价”的情况有望得到遏制或根除，一定程度上能够提升快递的利润空间。可以预见的是，随着越来越多的消费者在电商平台对快递服务进行自主选择，品牌、服务、价格等各方面占优的快递企业将获得更多的选择和发展，有利于真实地反映各快递企业的综合实力，促进快递企业间的良性竞争。理想和愿景都是美好的，我们同时也要看到，任何推动电商快递“定价分离”的尝试，也注定了是一条充满阻力和坎坷的长路。这其中涉及电商卖家、电商平台、快递企业与消费者等多方利益的重新划分，在实操层面有一定难度。由此可见，拼多多“指定快递”这枚棋子的落下，表面上看，只是修补了“用户想选快递”这个小小的痛点，实则是在下一盘更大的棋，试图通过一个轻量级功能，同时撬动用户满意度、商家效率和服务体验升级。总结来看，种种利益纠葛，优势与阻力同样明显，都意味着“指定快递”功能的全面铺开并非一朝一夕可为之，仍有很长的路要走。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":0,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":1,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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