The consumer market is constantly upgrading, and the transformation of the consumer goods supply chain has important reference significance for the transformation and upgrading of the traditional manufacturing industry.
On December 10th, the "Boundless Path, Create Value - 2022 China Consumer Goods Industry Supply Chain Innovation and Development Forum" jointly sponsored by Ande Zhilian, Rogo Network and New Distribution was held in Guangzhou. Midea Group's smart logistics sector Ande Zhilian, together with 200+ brand enterprises such as Tsingtao Beer, Lee Kum Kee and Jiang Xiaobai, jointly explores the road of enterprise supply chain transformation and upgrading, promotes the innovation and upgrading of the omni-channel supply chain of "online and offline one plate + To b/C integration", and helps brand transformation and growth.
The experience of the terminal consumer market has brought more thinking and opportunities to the transformation and upgrading of traditional manufacturing industries, especially for small and medium-sized enterprises to seize the "digital and intelligent transformation and upgrading". On this topic, in this meeting, the relevant person in charge of Ande Zhilian took the transformation of Foshan's manufacturing industry as an example and was interviewed by Nandu reporters.
Diversification, online and offline integration and digitalization
In recent years, China's consumer goods industry has continued to accelerate its upgrading, consumption channels, scenarios, etc. have been constantly changing, and the importance and urgency of building a more perfect supply chain system have become the consensus of China's consumer goods industry. Under the new normal of frequent uncertain events, market competition has intensified, business models have been constantly replaced, and China's consumer goods industry is facing an integrated omni-channel operation that connects online and offline channels, BC integration, and is accelerating the integration of new retail. This requires brand owners to seize the opportunity of business reform, increase the density of supply chain, deepen the layout of the industry, deepen the transformation and upgrading of the supply chain, so as to support enterprises to achieve omni-channel operation and efficiency improvement, and create a new ecosystem for the supply chain of the consumer goods industry.
In this regard, Liang Pengfei, president of Anderson Zhilian, made a sharing on the theme of "Supply Chain Reform Drives New Business Growth". "No matter how the external environment changes, from the perspective of business flow or finished product supply chain, the three elements of enterprise operation: experience, cost, and efficiency will not change, how to reach the smallest distribution units with the fastest speed, the shortest link, and the smallest loss, and respond to demand with the smallest inventory? It has become a topic that brand owners in the industry need to study deeply. ”
The shift from cost center to value center is becoming an industry trend, and supply chain changes will drive new growth in the underlying business. Brands need to focus on user operations and services to improve sales conversion, the essence of which is the competition for resource allocation efficiency. Ande Zhilian has been committed to promoting omni-channel one-plate goods, providing partners with professional end-to-end full-value chain integrated supply chain solutions, and establishing and iterating the full-value chain logistics operation system.
At the meeting, Shi Yonggang, director of Tsingtao Beer's innovative marketing division and e-commerce director, introduced the innovation model of Tsingtao Beer's e-commerce supply chain to the guests, and he pointed out: China's Internet has entered the era of deep stock, and competition has shifted from obtaining the number of users to grabbing retained users; the integration of e-commerce formats has spawned new marketing games, live traffic in e-commerce platforms has continued to increase, merchants have built private domain traffic through live broadcasting, enhanced user retention and repurchase; the supply chain needs more refined management to avoid extensive growth in logistics costs. In order to comply with the trend changes in the new consumption environment, Tsingtao Beer has implemented the supply chain upgrade scheme of online and offline omni-channel unified warehouse distribution and To b/C inventory integration, breaking the restrictions of business flow and logistics binding, optimizing costs, standard process operations, efficiency optimization, relying on front warehouses, laying out home business, and seeking new channel increments.
In the sharing of brand digital marketing practices, Jiang Xiaobai co-founder Tong Xuewei pointed out: Jiang Xiaobai firmly believes in the effectiveness of in-depth distribution strategies and fine and effective terminal operation strategies, but also knows that today is a new era of continuous innovation and iteration of information technology, Internet of Things technology, new logistics technology, as well as the continuous evolution of new retail formats and the emergence of new media forms, Jiang Xiaobai has been actively embracing change and practicing digital marketing.
Integration of the two industries: reducing costs and improving efficiency for traditional manufacturing
The changes in the consumer market will also be transmitted to manufacturing enterprises. Foshan is the epitome of the manufacturing city in the Pearl River Delta, under the new consumer market trend, the development and upgrading of the supply chain has brought about the development of manufacturing enterprises, and what thoughts have been brought?
In an interview with Nandu reporter, Liu Dan, general manager of the operation headquarters of Ande Zhilian, summed it up as: collaboration.
"China attaches great importance to the linkage development of manufacturing and logistics industries, and regards it as an important starting point for deepening supply-side reform and promoting high-quality economic development, smart manufacturing and smart logistics, which is a new path for the integration of the two industries that the country has been exploring and promoting." Liu Dan said that the "integration of the two industries" is an important means to enhance the core competitiveness of the manufacturing industry, and to reduce costs and improve efficiency. In the era of Internet + intelligence, the traditional manufacturing industry is fully transforming into intelligence and digital transformation. In the development process of enterprises to achieve industrialized digital transformation, the construction of omni-channel smart logistics will be an important development trend, "the deep integration of intelligent manufacturing and intelligent logistics will also help enterprises to achieve cost reduction and efficiency increase and promote the efficient development of the two industries." ”
Helping small and medium-sized enterprises embark on the "fast lane"
There are already many precedents for smart logistics to help manufacturing enterprises achieve efficiency improvement and reduce costs, and in this forum, more than 200+ brand enterprises exchanged development experience. As the "parent company" of Ande Zhilian, Midea Group, headquartered in Shunde, Foshan, has also become a benchmark for regional enterprise development with digital and intelligent transformation and technological innovation.
However, in the transformation and upgrading of the manufacturing industry, the larger main body is small and medium-sized enterprises. In the next step, how can small and medium-sized enterprises seize the development opportunities of smart logistics?
Qiang Lei, director of Ande Zhilian Technology Center, told Nandu reporters that manufacturing enterprises need a more mature network and operation application system to reduce costs and increase efficiency. For small and medium-sized enterprises, they can use public service networks and platforms, especially the comprehensive supply chain service system that can support enterprises from raw material manufacturing, finished product circulation, retail to end-consumer services, and carry out comprehensive services from beginning to end.
Qiang Lei said that in the past, from the perspective of Midea's internal services and growth process, Ande Zhilian was able to provide a mature service network and capabilities, including data service capabilities and daily operation service capabilities.
"Do SMEs need to serve from the product side or from the manufacturing side? Do you need retail-side services, or do you need end-consumer services? A mature service platform can feedback and guide enterprises, and where can they do better in all aspects. Qiang Lei said.
Writer: Nandu reporter The road is long