Made in China supply chain wins in the palm of Wang Wulian era
made in China supply chain wins in the palm of Wang Wulian era
China Construction machinery information
Guide: is the traditional retail industry declining? Channel is king. Why does it bring a barrier lake in circulation to some manufacturing giants? On March 11, Foxconn and metro, the largest retailer in Germany, announced the closure of seven stores in Shanghai and completely withdrew from the Chinese market. And Foxconn's zero
is the traditional retail industry declining? Why does "channel is king" bring some manufacturing giants a "barrier lake" in circulation? On March 11, Foxconn and metro, the largest retailer in Germany, announced the closure of seven stores in Shanghai and completely withdrew from the Chinese market. At present, the development of Foxconn's retail brand Wanma Pentium is also difficult
traditional retail encountered high inventory "barrier lake"
Li Ning, peak, 361 degrees, Anta, etc. closed their retail stores one after another
Foxconn, as the largest consumer electronics OEM enterprise in the world to jointly promote cross-border railway transportation in Asia and Europe, its dilemma in retail channels is also an epitome of "made in China". Li Ning, China's largest sports brand, closed 1200 retail stores in the first half of 2012 alone. Li Ning, peak, 361du, Anta and other six major domestic sports brands closed more than 3000 retail stores last year
clothing giants with national retail channels such as Semir and Metersbonwe generally have high inventories. In the first half of 2012, the inventory of Metersbonwe occupied 1.753 billion yuan. Some experts predict that the inventory of the domestic clothing industry is expected to account for tens of billions of yuan, and even the inventory of some single brands is expected to reach hundreds of millions of yuan. The total inventory of clothing in the country is expected to be enough for Chinese people to wear for three years
high inventories also appear in China's steel, chemical, building materials and other fields. Ding Junfa, chief consultant of China Federation of logistics and purchasing, pointed out that in 2011, the inventory rate of industrial products in China reached 10%, more than three times that of developed countries. If it is reduced by 1%, 840billion yuan of inventory will be saved. If it is reduced by 5%, it will increase the working capital of more than 42000 billion yuan for relevant industrial enterprises and initiate the production process of long carbon chain nylon
Yang Daqing, author of supply chain is king, pointed out that high inventory problems are common in physical retail channels, forming a "barrier lake" in the supply chain. In the era of IOT supported by e-commerce, large physical retail stores are bound to be replaced by e-stores. Manufacturing enterprises in Japan and other developed countries generally implement "zero inventory" control, and have entered the stage of supply chain competition
the concept of "channel is king" is becoming a thing of the past, and the dilemma or proof of traditional retail enterprises. At the end of 2012, Zong Qinghou, China's richest man and chairman of Wahaha Group, launched waou mall and entered high-end department stores. However, recently, waou mall was exposed to be empty in peak seasons and lack of passenger flow. In recent years, American and European retail giants such as best buy, B & Q, home depot, Carrefour and Tesco have gradually shrunk in the global market, and even completely withdrew from the Chinese market. Traditional large retailers seem to be moving from "channel is king" to "channel withers"
"supply chain is king" is the market trend
the re take-off of manufacturing in China requires the rise of supply chain service providers
Yang Daqing, author of the best-selling book "supply chain is king", pointed out that the development of manufacturing industry in various countries generally goes through four development stages: production is king - marketing is king - channel is king - supply chain is king. "Made in China" has also experienced these four stages
the first stage is "production is king". This stage is the "era of shortage economy". Goods are in short supply, and enterprises often worry about how to produce more. Before the 1980s, industrial enterprises were mostly "production oriented". National labor models such as "Iron Man" Wang Jinxi are models of this era, and mass production has promoted industrial development. Today, China has made more than one-third of the household appliances that have become an important means for enterprises to improve production efficiency and reduce labor costs. 50% of the global color TVs, 50% of the world, 70% of the global air conditioners, and nearly 100% of the global microwave ovens...
the second stage is "marketing is king", or "brand is king". With the expansion of production scale and the improvement of production efficiency, social goods are gradually abundant, and enterprises often worry about how to sell more, so "marketing packaging" has become the key. Around the 1990s, he Yangcheng, the "king of ideas", whose idea can sell hundreds of thousands of yuan, was the darling of the times. The success of "golden idea" was in marketing packaging. Shi Yuzhu's "brain platinum" drinks and Qinchi's fight for CCTV's title are mostly popular through marketing
the third stage is "channel is king". With the extensive establishment of enterprise brand culture, the overall improvement of social commodity quality, more and more homogeneous products, "price war" has been staged repeatedly, profits have been diluted, enterprises often worry about how to make more profits, "channel is king" is popular. Because at this stage, production and marketing problems are solved, and enterprises enter the channel battle. Since the end of last century, whoever has mastered the retail channel has the right to speak. Huang Guangyu, the founder of Gome, won by "channel is king" and became the richest man in China. Gree, which accounts for 60% of the global air conditioning market, also relies on Dong Mingzhu's self operated channels to win the world
the fourth stage is "supply chain is king". This stage is also the "era of surplus economy". Production, marketing and channels are no longer major problems. First, market demand is changing towards personalization, and consumption has become the core of the value chain. Secondly, the channels are becoming more and more diversified. It is no longer traditional retailers who have the right to speak, so home depot, B & Q, best buy and others have collapsed in China, while supply chain service providers such as Alibaba and Amazon, which integrate information flow, capital flow, logistics and business flow, have gradually risen
winning consumption needs to work towards the "palm end"
head on to reverse the passive situation of the most downstream of the global supply chain
at present, many Chinese manufacturing enterprises are still at the most downstream of the global supply chain, playing OEM manufacturers. How to reverse the passive situation of "made in China", which is sandwiched between industrial giants in Europe, America, Japan and South Korea
the book "supply chain is king" points out that global industrial competition has entered the era of "supply chain is king". It can be seen from apple, the world's largest market capitalization company, that Apple ranked first in the top 25 global supply chains for the fifth consecutive year in 2012. Although China produces one third of the world's intelligence, many enterprises are just workers in the downstream of the supply chain such as apple and Samsung. "Made in China" needs to comprehensively implement supply chain management and control. From the fields of automobile, agriculture, food, steel and so on, the book compares the lion array demand of "1+n" enterprises in Europe and the United States, which has not significantly improved. That is, the full supply chain camp composed of N affiliated enterprises coordinated by "1" supply chain owners such as funds is strong in vertical integration; The "n+1" wolf formation supply chain of Japanese and Korean enterprises, that is, the invisible supply chain owners such as business houses coordinate the whole supply chain camp composed of N affiliated enterprises behind the scenes, which is strong in horizontal integration. The book calls on Chinese enterprises to combine China's national conditions and culture, learn from the two models, and establish an industry wide ecological chain
Yang Daqing, author of supply chain is king, pointed out that in the era of IOT, the future channels will focus on smart and other mobile terminals, rather than comprehensive supermarkets or department stores. Supply chain competition is a comprehensive competition integrating business flow, logistics, capital flow and information flow. Traditional physical retail channels are difficult to compete with emerging enterprises such as Amazon and Alibaba in terms of their "four streams" integration ability and response speed. Traditional channels need to move to mobile terminals such as handheld computers and smart phones
Amazon, the world's largest e-commerce enterprise, ranked second among the top 25 enterprises in the global supply chain in 2012, will launch smart in June this year. Google, which acquired Motorola, has entered the e-commerce market and launched intraday express, turning to supply chain service enterprises. Samsung, which ranks first among the top 15 enterprises in the Asia Pacific Supply Chain, is already the world's largest intelligent supplier. Samsung entered e-commerce through Samsung mall as early as 2004, and Samsung entered the Chinese mobile e-commerce market together with China Unicom in 2009. As the largest e-commerce enterprise in Asia, Alibaba is also seeking to launch Alibaba cloud intelligence to seize the handheld e-commerce market. Traditional Chinese manufacturers and retailers need to change their ideas and work together to develop the handheld market