Chapter 23 Chapter 21 Strengthening Logistics Management

The circulation of commodities requires a large number of commodities to be continuously stranded in various circulation links to form storage.The management of stored commodities can make the commodity inventory have a reasonable quantity, structure and distribution, which plays an important role in accelerating the capital flow of enterprises and reducing costs. In the process of circulation, a large number of products will continue to stay in various links of circulation to form commodity storage, which is also one of the two main functions of the logistics system.Strengthening storage management plays a major role in accelerating the capital turnover of enterprises and reducing circulation costs.

Company M is a private home appliance enterprise in China that integrates sales, research and development, and manufacturing. In 2000, its sales revenue was about 6.2 billion yuan, and its brand value was 10.68 billion yuan. Its core advantages lie in low-cost manufacturing, a sound marketing network and The ability to control sales channels. The products produced by M company are very seasonal, and its manufacturing end has become a model of operation in just a few years. There was only one manufacturing base S before 1997. Due to the development strategy of M Company, a new manufacturing base was built in W City in the Yangtze River Delta in 1997. This city has a superior geographical location and an optimistic economic development prospect. The cost of raw materials, manufacturing costs, and logistics costs are relatively low. It is nearly 20 percentage points lower than that of the S manufacturing base, and W City has given M Company various preferential policies.After two or three years of operation, the W manufacturing base is positioned as the production place for domestic products, and the S manufacturing base is positioned as the main production base for export, supplemented by radiating sales areas in 9 surrounding provinces and cities. After additional investment at the end of 2000, the production capacity of W manufacturing base reached 2 million, and its products can radiate sales areas in 22 provinces and cities across the country.

The intensive cultivation of the sales market made M Company deeply realize that the secondary and tertiary sales markets and the primary sales market have been evenly divided, and the sales channels have also changed from the original network agents to regional agents, direct dealers and distributors. The business-oriented way, the traditional warehouse positioning is undergoing profound changes, the "reservoir-style" warehouse of the manufacturing base is no longer suitable for the market demand of multiple batches and small batches, and there is an urgent need to build a logistics distribution center close to the sales market, so that Relying on the convenient transportation environment of the logistics distribution center to radiate the secondary and tertiary sales markets to quickly meet customer needs.Therefore, the one-to-one relationship between warehousing and each marketing center was broken, and a many-to-one approach was implemented, that is, one logistics distribution center radiates multiple marketing centers. Therefore, at the beginning of 2000, the general manager made the idea of ​​"professional distribution, center-radiation" Make a decision and authorize the logistics department to take the lead in organizing the warehouse reduction and the establishment of a new distribution center.

Commodity storage is just an economic state of temporary stay and accumulation of commodities in the circulation process.From the perspective of the system, its task is not only to keep the goods well, but also to prepare for the further movement of the goods and realize the transfer to the consumption field, so that the goods entities can run faster and more efficiently.Therefore, some people also refer to storage as "zero-speed transportation" to illustrate the inevitability of dynamic management of warehouses. The starting point of supply chain management is to encounter the process of correct input (raw materials, components and capital equipment) in the classics of physical distribution; efficiently transform them into finished products; distribute to final destination.

The process from procurement of raw materials and components, transportation, manufacturing, distribution to final delivery to customers is regarded as an interlocking chain, which is the supply chain.The concept of supply chain extends and extends the production activities of enterprises.For example, in the lean collaboration method of Toyota Corporation of Japan, the supplier's activities are regarded as an integral part of production activities to be controlled and coordinated.This is stretching forward.Postponement refers to the extension of production activities to the sales and service phase of the product.Therefore, the supply chain is a connection (Interface) formed between customers and suppliers through such activities as Plan, Obtain, Store, Distribute, and Serve. , so that the enterprise can meet the needs of internal and external customers.

Sharp Corporation is a global consumer electronics company headquartered in Osaka, Japan, serving production plants, sales companies, technology research and development institutions and credit companies in 30 countries around the world.As the founder of electronic products such as electronic calculators and liquid crystal displays, Sharp Corporation has always been brave to open up new fields, using world-leading liquid crystal, optics, semiconductor and other technologies to realize colorful " New Information Society". However, facing the increasingly complex competition in the consumer electronics market, the company is more and more aware of the rapid changes in the consumer electronics market, especially the shorter and shorter life cycle of consumer electronics, and the market penetration rate of consumer electronics is getting closer to saturation status, the business risk of the enterprise is increasing, and at the same time, the customer's demand for the personalization of electronic consumer goods is getting higher and higher.Therefore, how to seek a real-time decision-making system in the highly competitive and fast-changing market is particularly important.Especially by improving the accuracy of commodity forecasts to reduce the inventory of enterprises and reduce delays in delivery, thereby retaining a large number of valuable customers.

Relevant experts made a comprehensive diagnosis of Sharp's entire supply chain and proposed an overall seamless link including the entire process of order management, manufacturing, warehouse management, transportation and billing, combined with the implementation of information systems, enabling Sharp to establish The integrated structure of supply and demand, especially through the analysis of system data, timing connection and flexible processing, enables decision makers to coordinate personnel, equipment resources and process configuration more conveniently and effectively than in the past, so as to more accurately Meet the needs of the market.Through the integrated management of the supply chain, Sharp not only reduces the level of inventory, speeds up the turnover rate of inventory, reduces the cost of material management, but also greatly enhances the value of the supply chain.

In addition, through the integration of the supply chain, Sharp's delivery commitment to customers has been greatly improved, and the delivery of goods is more timely and accurate than in the past.At the same time, the supply chain planning system can fully consider various factors, such as transportation costs, order execution, etc., so as to formulate demand forecasts for resource balance and optimization. In today's global economic integration, it will be very important for enterprises to improve their competitiveness by considering the entire production and operation activities of enterprises from the perspective of supply chain management and forming core capabilities in this area.Supply chain management refers to the process of planning, coordinating, operating, controlling and optimizing various activities of the entire supply chain system. Right Time), according to the appropriate quantity (Right Quantity), appropriate quality (Right Quality) and appropriate state (Right Status) to the right place (Right Place) - that is, "6R", and minimize the total cost.

The total cost of market logistics accounts for about 30%-40% of the product cost in some cases.In the face of such costly and ineffective labor, it is no surprise that experts call marketplace logistics "the last line of defense for cost economies." Now, more and more customers strongly appeal for logistics support, which will undoubtedly increase the cost of suppliers.Customers expect frequent deliveries from manufacturers, require shorter order cycles, and hope that goods can be delivered directly to stores instead of being transferred to distribution centers.They want the various items they order to be placed on one pallet, not separated.They want tighter delivery time commitments, standards-compliant packaging, price tags and showrooms, and more.When perfect logistics is becoming more and more necessary, the control of logistics cost is also becoming more and more difficult.

IKEA, the world's largest furniture retail chain, can produce high-quality furniture at a cost 20 percent lower than its competitors.IKEA's cost savings come from its well-thought-out management system and supply chain with high efficiency and low cost operation.This is one of the traits where IKEA can excel in retail like Walmart. IKEA strictly controls every aspect of logistics to ensure the lowest cost. Since 1956, the "flat packaging" has been implemented, and all products are made into parts that customers can easily install, which greatly reduces the cost and difficulty of transportation, improves the efficiency of transportation, and saves a large amount of product assembly costs.To further reduce shipping costs, the company is constantly tweaking its products, including mugs that fit in bulk on pallets, or pillows that pump out the air.

IKEA concentrates nearly 20 distribution centers and some central warehouses around the world on the main roads of sea, land and air in order to save time.All merchandise is shipped to central warehouses and distribution centers around the world.Through scientific calculations, IKEA will decide which products to manufacture and sell locally and which to export to overseas stores.At the same time, each "IKEA store" purchases these products from IKEA's trading companies according to its own needs. Through transactions with these trading companies, IKEA can smoothly absorb the profits of all stores to foreign low-tax or even tax-free countries and countries. area. Based on the IKEA experience accumulated over half a century, its cost-saving secrets are summarized as follows: 1.The company buys furniture in large quantities to obtain low prices; 2.The furniture is designed in a "detachable" form, resulting in lower transportation costs; 3.Customers carry it home, reducing delivery costs; 4.Customers do not ask stores to assemble their furniture; 5.IKEA's concept is small profits but quick turnover. Marketing logistics has become a major challenge for corporate marketing.Geographical distance, population density, and supporting infrastructure all affect the ease of market entry and logistics efficiency.Especially in my country, the large land area and unfavorable landforms hinder the improvement of the transportation network.China spends 15% of its GDP on logistics, compared to 10% in the US.Logistics transportation accounts for 90% of the total time required for a product to go offline to the shelf, and constitutes 20% of the cost of the product. Management has increasingly focused on the total cost of market logistics, which in some cases accounts for 30% to 40% of the product cost.In the face of such expensive and ineffective labor, marketing experts pointed out that market logistics is "the last line of defense for cost economy", and it is a cost control link that marketers have to consider. In a sense, it can be said that it is a form of logistics specialization. Third-party logistics develops with the development of logistics industry and is an important form of logistics specialization.Due to the improvement of the degree of specialization, third-party logistics can effectively reduce the operating costs of enterprises. Modern logistics often use third-party logistics (also called "agency logistics") as the main method, which is a logistics operation mode in which logistics services are completed by a third party other than the supplier and demander of logistics services, that is, professional logistics companies. When the logistics industry develops to a certain stage, third-party logistics will inevitably appear, and there is a very close correlation between the share of third-party logistics and the level of the logistics industry.The empirical analysis of the logistics industry in western countries proves that the logistics industry can only be formed when independent third-party logistics accounts for at least 50% of the society.Therefore, to some extent, the development of third-party logistics reflects and embodies the overall level of a country's logistics industry development. Guanshengyuan Group is the only time-honored food group in China with two well-known trademarks, "Guanshengyuan" and "Big White Rabbit".In recent years, the market demand for new products such as white rabbit toffee, bee product series, Japanese wine, frozen microwave food, noodle products, Huyixian, etc. for the group has gradually increased. The total food produced by the group has reached more than 2,000 varieties, including candy Sales of nearly 400 million yuan.The market demand has increased, but the transportation and distribution locations cannot keep up.The group owns nearly 100 freight vehicles, which are responsible for the distribution of more than 3,000 large and small supermarkets and stores in Shanghai, such as Xinhua Transportation in Beijing, Taiyuan, Shenzhen and other places.Due to the low efficiency of transportation and distribution due to the long-term planned economic system, there is a phenomenon that the off-season capacity is empty, and the peak season is too busy. In addition to the maintenance and updating of vehicles, the cost of maintaining the operation of the fleet is millions of yuan every year.For this reason, the group held a special meeting to study how to reform the transportation system and reduce the cost of the enterprise. Finally, Guanshengyuan Group used third-party logistics to overcome the disadvantages of its own transportation and distribution, speed up the circulation of products, and enhance the benefits of the enterprise. At the beginning of 2002, Danone Biscuit Company, a joint venture under Guanshengyuan Group, took the lead in exploring and handing over all the distribution and transportation of the company's products to third-party logistics.After trying logistics outsourcing, not only the delivery is on time, but also the cost is much cheaper than doing it yourself.Danone invested the saved funds in developing new products and improving packaging, which brought the company to a new level.For this reason, the group sales department decided to promote their approach in the group system.After selection and comparison, the group entrusted Shanghai Hongxin Logistics Co., Ltd. as the third-party logistics organization. After Hongxin Logistics signed a contract with Guanshengyuan, the efficiency was greatly improved through intensive distribution.Every morning, they enter the relevant distribution data of Guanshengyuan on the computer, formulate the best delivery map for loading, arrange punctual and reasonable traffic routes, and never turn back.No matter how much the goods are, even two or three boxes will be delivered.In addition, according to the requirements of the contract, if the goods are damaged, compensation shall be made according to the regulations.Once, a whole truckload of candy fell into the river on the way to Hebei. The driver paid out 50,000 yuan to "buy" all the candy that fell into the river and wasted. According to statistics, since Guanshengyuan Group entrusted third-party logistics in August 2008, the circulation of products has accelerated. It used to take 7 days for the goods to be transported by rail to Beijing, but now Hongxin Logistics only takes 2 to 3 days. And the implementation of the door-to-door delivery service.Due to the timely and thoughtful third-party logistics distribution, the quality and quantity are guaranteed, the circulation of goods is accelerated, and the sales of the group have increased significantly.In addition, the more important thing is to free the leaders of the enterprise from the non-productive post-process, packaging and transportation, and concentrate on the production industry, better develop new products, improve quality, and improve packaging. Third-party logistics organizations can save logistics costs and improve logistics efficiency for enterprises, which has been recognized by more and more enterprises, especially small and medium-sized enterprises.As a time-honored company, Guanshengyuan Group has many product specifications and varieties, and the market has a large radiation area. The cost of distribution and transportation by itself is high and wasteful. For this reason, they implement a logistics outsourcing strategy.Signed a contract with Hongxin Company to engage in door-to-door logistics and distribution.As a result, 400,000 yuan was saved in 5 months, the speed of product circulation was accelerated, and sales and profits were greatly improved. According to the theory of supply chain, the competition among enterprises today is actually the competition among supply chains. The products and specifications among enterprises, whoever has the lowest cost and the fastest circulation speed can win the market faster, so , Logistics outsourcing makes full use of external resources, and it is also an effective measure to enhance the core competitiveness of enterprises today. How China can quickly build a high-efficiency logistics system that can supply appropriate goods to the appropriate place in the appropriate quantity, in the appropriate manner, and at the appropriate time is an unavoidable major issue in the development of the national economy. topic. With the advent of the Internet era, modern logistics has a series of new features, and logistics informatization is one of the important manifestations.The so-called logistics informatization refers to the commercialization of logistics information, the databaseization and coding of logistics information collection, the electronicization and computerization of logistics information processing, the standardization and real-time transmission of logistics information, and the digitalization of logistics information storage.An air-conditioning wholesale company in Beijing is a model of successfully using logistics informatization. An air-conditioning wholesale company in Beijing has customers not only in large shopping malls like Xidan and Shuang'an, but also street air-conditioning specialty stores. The sales in large shopping malls account for the main part.The company mainly sells three brands: Midea, Hitachi, and Mitsubishi, among which Midea's products account for the majority, with about 50 varieties.The company's sales reached 100 million. Assuming that an air conditioner averages 2,000 yuan, the number of sales in a year is roughly 50,000 units. Most of these 50,000 air conditioners are sold in three months or less in a year. The company's There are 5 people in the financial department, and the main business is to calculate the current account with suppliers and customers and the detailed account of inventory goods.There is only one storekeeper in the company warehouse.Its main supplier "Midea" must use the method of prepayment for transaction settlement, while the other two can use the method of credit purchase.This enterprise has three problems in inventory management: On the hot sale day of air conditioners, there are many receipts for in and out of the warehouse every day, the company has few manpower, and the inventory ledger cannot be recorded manually. Therefore, when the manager wants to know how much air conditioner inventory is left, the financial department cannot provide information, which brings The problems are: First, it is difficult to judge how much will be purchased in the future.Second, it is possible to lose a good opportunity to sell.Third, the confusion of the inventory account may cause the loss of inventory products; because the inventory account of the enterprise is recorded according to the entry and exit orders, so when the air conditioner has been sold and invoiced and sold to the customer, as long as it has not yet been released from the warehouse, the inventory account "This outbound" will not be reflected.As a result, the "real" inventory information of the enterprise cannot be disclosed, which may cause problems for the enterprise's procurement decision-making, and at the same time, it will also affect the sales of the enterprise; a complete air conditioner is composed of indoor units, outdoor units and other It is very difficult to combine parts and components of the air conditioner and manage them in “kits” in the detailed ledger of inventory under manual conditions. In response to the above problems, the company applied commercial invoicing software, which effectively solved the problems encountered.First, the inventory commodity ledger is recorded accurately, clearly and in a timely manner.The timely disclosure of inventory surplus information provides a basis for the enterprise's procurement and sales management.The clear account of inventory goods also prevents loopholes in inventory management.Second, according to the needs of enterprise management, the disclosure of inventory surplus information not only takes into account the factors that have been purchased but not yet put into storage, but also the factors that have been sold but have not been put out of the warehouse temporarily, providing a better management of enterprise procurement and sales. for a comprehensive basis.Third, the application of kit management makes the inventory information more accurate and clear. The solution to the problem of the air-conditioning company was obtained by standardizing the business process of the company, removing unnecessary intermediate management links, and standardizing the original business documents with the help of the computer system.For the enterprise, it can be said that the application of computer system has improved the management of the enterprise a big step. There are many logistics automation facilities, such as barcode/voice/RF automatic identification system, automatic sorting system, automatic storage and retrieval system, automatic guided vehicle, automatic cargo tracking system, etc.; intelligent logistics operation process can carry out a large number of operations and decision-making , Such as the determination of inventory levels, the selection of transportation (handling) routes, and the decision-making support for the operation and management of logistics distribution centers, etc., can be solved with the help of expert systems, robots and other related technologies. With the development of the Internet, the logistics field has also shown a trend of networking."Customer-centric" can truly flexibly adjust the production process according to changes in consumer demand. Without a supporting flexible logistics system, it is impossible to achieve the goal.In addition, the standardization of logistics facilities and commodity packaging, and the socialization and commonization of logistics are also new features of modern logistics.