Market Observation: The Terminal Weapon Of Shoe Industry Supply Chain

Lang Xianping, a famous economist, pointed out that the reality has shown that the logistics supply chain promotes the world, which is the general trend of twenty-first Century.

Today's competition is no longer dominated by the manufacturing industry. Supply chain competition has become the core content of modern enterprise competition. The real competition is not the competition between enterprises and enterprises, but the competition between supply chain and supply chain.

The comprehensive analysis shows that in a whole supply chain system of a commodity, the cost of non production has exceeded 80%.

Among them, the logistics cost of goods accounted for more than 40%, and time cost accounted for more than 90% of the entire supply chain.

No doubt, China is already a big manufacturing country, but a small supply chain.

China's export oriented enterprises are mostly manufacturing enterprises.

With the upgrading of market competition, the cost reduction of most export oriented enterprises has almost reached the limit, and the increase in sales is also difficult to break through. The optimization and refinement of the logistics supply chain has become a new way for enterprises.

More importantly, the optimization and refinement of logistics supply chain is not only a topic related to efficiency and cost. For those companies who want to speed up their market reaction and better meet customer needs, choosing the right supply chain means choosing a new opportunity to take off.

For many enterprises, this is a matter of life and death.

As the RMB dollar exchange rate continues to rise, China's export oriented enterprises need to see clearly that the problem is that although the global manufacturing center has shifted to China, "made in China" has moved to the world, under the background of the global supply chain, China's export oriented enterprises are facing the situation of no progress or retreat. Whether they can occupy the world market in the long run and establish a comprehensive, perfect, effective and fast modern logistics system is the top priority.

Supply chain Informatization: a good solution to problems

How to establish a comprehensive, perfect, effective and fast modern logistics system? Shen Guokang, chairman and chief executive of BOC, the largest supplier of logistics supply chain management software, believes that the informationization of logistics supply chain is the most effective way to establish a modern logistics system.

Using information technology throughout the logistics supply chain system is just like establishing a smooth highway between enterprises and suppliers, distributors and customers. It can reduce the time between each step and compress the time to zero.

Especially for export-oriented enterprises, the effective integration of all nodes in the industrial chain is of great significance for information sharing and risk sharing.

Supply chain management will actively create value for enterprises and enhance their core competitiveness.

According to the survey, effective supply chain management can improve product quality, reduce production cost, shorten delivery time and reduce inventory, and then integrate their own resources, optimize enterprise configuration and improve enterprise profits.

With the intensification of market competition, in order to enhance their competitiveness, modern enterprises have been gradually expanding their industries, business scale, and strengthening their services, and have gradually shifted from saving external expenses to optimizing internal structure and controlling internal costs.

The key to establishing the competitive advantage of enterprises should turn from the "first profit source" of saving raw materials and the "second profit source" of improving labor productivity, and turn to the "third profit source" of efficient supply chain system.

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Supply chain status of shoe enterprises

At present, the theory of supply chain has been popularized in the footwear industry, but the consultation and implementation costs of supply chain projects are often huge, which deterred many small and medium-sized enterprises, and large enterprises also hesitated because of the wide involvement of supply chain projects and the risk of subversion and reconstruction of business processes.

It can be said that the supply chain problems of large footwear enterprises are still manifested in three aspects: Strategy (strategy), Integration (integration), and Coodination (coordination): the lack of supply chain strategy, the traditional strip management, the traditional cost management, the local optimal performance management, the fragmentation of the national total warehouse and the split warehouse, and the mutual complaint between R & D, procurement, production and sales in shoe enterprises, which do not interact with the old age. Information fragmentation and incoordination make the bullwhip effect constantly appear, resulting in product shortage or backlog.

From the point of view of scholars' research on supply chain, foreign retail chains such as WAL-MART started to apply the modern supply chain theory from the planning and distribution center of enterprises to the modern supply chain technology in view of the inventory turnover rate. In view of the modern supply chain technology such as crossdocking, VMI and CPFR, they all have higher investment and operation requirements for chain enterprises and their supply chain cooperation enterprises. A large number of shoe enterprises in China do not have such conditions. So how to improve the enterprise supply chain with low cost or even zero cost? In addition to the research and development, procurement, production and sales links of the revolutionary subversive integrated enterprise supply chain, I think we can start with the starting point of demand -- the order improvement of stores.

In the promotion of shoe terminal retail pformation, it is still a weak point for the chain stores of domestic shoe industry to order (replenishment) to the headquarters (replenishment), and its thinking methods and methods can be further explored and improved, because the level of store ordering directly determines the level of sales and inventory of chain stores, whether it has competitive advantages, and directly affects customer satisfaction and performance level.

If the stores do not order properly, the result is that the inventory is unsalable or out of stock. The result of slow-moving sales often turns into price reduction, loss of profits, frequent price cuts will also overdraw and hurt the store brand; and the result of the out of stock is the decline in the service level of the stores, the decrease of customer loyalty to the stores, and the opportunity for competitors to rob customers.

Ordering is not just a simple data analysis. It is closely related to product season, store display, sales promotion and so on. Therefore, scientific system store order management is the core module of terminal retail management.

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The "hypothesis verification" method for the supply chain of footwear industry

This paper introduces a hypothetical verification method for scientific ordering of stores, which does not require large investments by enterprises but can achieve actual results. This method has been well applied in 7-Eleven, a famous retail chain in Japan.

In fact, from a non professional general consumer perspective, it will be considered that the commodity category and price of Japanese 7-Eleven will not be much better than that of other convenience stores, but the profit margin of Japanese 7-Eleven is 2 times that of Japan's convenience store industry, which is second third of that of Rosen and the whole family.

Why can 7-Eleven achieve far more than its competitors? "Hypothesis verification" is a secret weapon.

The philosophical basis of "hypothesis verification" is that Suzuki Minwen, the founder of 7-Eleven, put forward that consumption in today's era has completely entered the field of psychology, because the market has shifted from seller's market to buyer's market. It is far from enough to consider commodity sales from the perspective of economics. The judgement of commodity value is determined by the heart of consumers.

He said: "if we can not continue to make assumptions based on human psychology, and verify according to the correct information, we can not judge the next step."

In 7-Eleven stores in Japan, when ordering, a salesperson can query all kinds of reference information through the GOT system (a handheld flat end computer), such as inventory sales information of various single products, meteorological conditions and weather forecasts within 20 kilometers of each store, various activities in the neighborhood around the store, and TV advertisements for new products.

Although the computer can provide daily sales data for the last week and the latest week in order to give orders to the shop assistants, 7-Eleven requests that its own clerks, when ordering, cannot be mechanical and only consider the past sales trend. Instead, they should think flexibly about all kinds of factors that will affect the consumers' purchase and consider the consumers' psychology.

For example, the same 20 degree weather, 30 degrees of humidity and 70 degrees of humidity are very different for consumers, and the corresponding demand for food products is also different. Therefore, changes in climate, temperature, humidity and other factors have a great impact on the sales of convenience stores in communities. Store employees should pay close attention to these factors and be able to think clearly about their impact on customer demand.

A shop once learned from the weather forecast that it would be snowing tomorrow, because Kanagawa county had very little snow all year round, so the store manager immediately thought that the consumer's snow boots were rarely set up, and immediately procured a group of boots to put them in front of the store on the second day, which really sold well.

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Another shop in the same area was unconscious and moved, and missed the opportunity to sell.

However, the impact of meteorological temperature on sales is not absolute. For example, because of the relationship between air temperature difference, hot coffee in summer can not be sold well. In winter, high fat ice cream is also well sold. For example, it may rain for two days, which will affect consumers to go shopping. However, after third days of rain, consumers will also go shopping.

Therefore, before carrying out the "hypothesis", we should pay attention to the sensitivity of "five senses" and the use of information to people at ordinary times, ask why and think more about the reasons why consumers like or dislike.

Because the activity of "hypothetical verification" requires the creativity and courage of the employees to be truly implemented, 7-Eleven also encourages employees to devote themselves to their work in order to accomplish their careers no matter what they do. If an employee has never considered the best selling and best selling reasons in a store, the problem of the possible outcome of the new product may not be suitable for 7-Eleven, because the employee is not deep into the work but just satisfied with the work assigned by the boss within the specified time. This kind of work is a torture for the employees themselves.

In addition, the development history of 7-Eleven has been growing in constant self denial and innovation, so employees have always been courageous to challenge new things. Even if the results are not satisfactory, enterprises will not be critical. The experience of failure is a learning for employees and enterprises.

Because 7-Eleven business leaders attach great importance to "hypothesis verification" and perfect and powerful information system support, stores can carry out the "hypothesis experiment verification" process every day, for example, a shop employee thinks sandwiches and cups of soup can be sold together better. Then stores try to change the display location of goods, and then verify them by comparing the purchasing process of consumers with the sales data recorded in computers.

Every shop in the enterprise carries out the "hypothesis verification" process every day, which means that 365 experiments are conducted a year. The store operators use their brains every day in the sales method, so their sales experience and the control of consumers accumulate over time, forming a core competitiveness, that is, selling the same quality goods with the competitors, and their performance will be much higher than that of the competitors in other months.

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Of course, for the traditional footwear enterprises with terminal aging and R & D plagiarism, ordering does not seem to be a big problem. The order of stores will not be thoroughly studied in actual operation. How to achieve the optimization in the actual operation? The current management optimization theory has EOQ model (assuming that the demand is constant), (s, S) the min max inventory model (assuming that the demand is random), the newsboy model suitable for short life cycle commodities, and the Pareto rule. These simplified analysis models may be enough.

However, in the face of increasingly fierce shoe brand competition and the emergence of new retail formats (such as the integration of multi category stores), conservative traditional shoe stores are actually losing sales growth, customers are constantly shunting, and profit margins are constantly being compressed. Therefore, finding a new way out and developing space is a way that does not want to go.

But once the traditional shoe stores want to pform into innovative formats, they are faced with how to reasonably design the commercial space and layout facilities of new stores, how to arrange the variety structure and volume of new shops, and how to adjust the layout of container shelves, such as the display of container shelves, the adjustment of the layout of lights and music, and so on.

For example, the new stores in China tend to simply estimate the volume and turnover of the guests based on the business area of similar scale stores, and store operators are often unwilling to devote their energies to seriously collecting information and putting forward "hypothetical". They are busy rushing for many so-called "burning eyebrows" (such as finishing up decoration, goods preparation, industrial and commercial taxation, fire fighting, recruitment of shop assistants, etc.), and in fact, those "urgent" things are often caused by inadequate basic management and no scientific methods and procedures.

To put forward the reasonable "assumption" of new shops, we must honestly investigate the residents' information, competitors' information, and related organizations, organizations and facilities in the business circle, and take the consumer's perspective into consideration of the reasons why he is willing to buy or not to purchase at home, and then put forward the "hypothesis" such as the combination of distribution of goods and passenger turnover.

In addition, the various factors and information that should be referred to in the "hypothesis" must be applied flexibly. For example, 7-Eleven considers that the front traffic flow in the residential area is not the main factor to consider the passenger flow and the turnover assumption, but the traffic flow on the main road is the most important factor. However, if the traffic condition of the main road is not conducive to pedestrians' access and crossing, the visitor rate will not be high, so the traffic volume can not be predicted by the same traffic flow.

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　　在企业的管理实践中，已经进行过无数次鞋企终端门店销售问题诊断和分析，使用“假设-验证”的威力确实巨大，在基于门店分品类分性别分系列的销售数据基础上，对影响进店率、试穿率、成交率的不同因素进行分析，当然货品新鲜度丰富度、门店清洁美感、人员的服务意识都是最起码的，天气、商圈、竞争对手动态、进店顾客资料等等也都要考虑，当我们进行“假设-验证”时，可以发现欢迎语的话术、一张海报的色彩文字、店内灯光的开光、促销道具的摆放、陈列方式的改变都会对顾客心理产生影响，最终影响到销售，一次次的假设之后让我们对消费者心理把握、对门店里的软件、硬件、人件的系统性认识、以及影响销售的每一个细节认识得更加精确和细腻。

Of course, there are still some factors affecting our store to apply new methods. For example, the shoe industry information system focuses on sales data entry instead of analysis. The education level of terminal chip managers and shopkeeper is low and not good at computer system application and analysis. Therefore, it is more difficult to carry out "hypothesis verification" in comparison with 7-Eleven.

However, the author thinks that the way of thinking can be used for reference, and every store manager can actively think about the changes that may affect the sales of various kinds of stores tomorrow, and put forward his own "assumptions". Then, he will carry out experiments according to his own assumptions in order to store, display, sell and sell, and finally verify through a cycle of sales performance and consumer response. This can make the atmosphere of the dull and dull stores become more active. Employees can improve their interest and initiative through the hypothesis and verification, and the sales level and inventory level of enterprises can also develop in a favorable direction.

Corporate headquarters can also give higher performance pressure and corresponding incentive measures, strong information system support, and create conditions for stores in terms of terminal retail format innovation, product development and promotion.