“双十一”等大促期间电商物流压力应对策略研究

Research on Coping Strategies for E-Commerce Logistics Pressures during Major Sales Promotions Such as “Singles’ Day”

摘要: 电商大促期间订单在短时间内集中爆发，使仓储、分拣、运输和末端配送承受巨大压力，出现爆仓、延迟、成本上升和逆向物流积压等问题。压力的形成源于促销机制刺激、供应链周期压缩、需求不确定性增加及区域资源失衡。随着电商模式和消费者需求的变化，物流压力由传统人工与运力瓶颈逐步转向数据处理能力、实时调度与绿色物流等新型挑战。企业通过需求预测与前置仓布局、智能仓储与自动化分拣、无人配送及多方协同等策略应对高峰压力。义乌与兰州案例显示，数字化、智能化与区域协同是提升高峰期物流韧性的关键。

Abstract: During major e-commerce promotion events, orders surge within a very short time, placing immense pressure on warehousing, sorting, transportation, and last-mile delivery. This often results in warehouse congestion, delivery delays, rising operational costs, and heavy reverse-logistics burdens. The pressure mainly stems from promotion-driven concentrated ordering, compressed supply chain cycles, increased demand uncertainty, and regional resource imbalances. As e-commerce models and consumer expectations evolve, logistics challenges have shifted from traditional labor and capacity bottlenecks toward issues such as real-time data processing, dynamic scheduling, and green logistics requirements. To cope with peak demand, enterprises adopt strategies such as demand forecasting with pre-positioned inventory, smart warehousing, automated sorting, unmanned delivery, and multi-party collaborative distribution. Case studies from Yiwu and Lanzhou show that digitalization, intelligent technologies, and regional coordination are key to improving logistics resilience during peak seasons.