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北京赛车开奖记录:Peng Hua Fund Research Department Lin Haoran: Analysis of the new retail supply chain choice

时间:2018/5/31 18:47:32  作者:  来源:  浏览:0  评论:0
内容摘要: Alibaba,Jingdong , Tencent and other Internet companies have promoted the advancement of socialized physical distribution systems and the w...

Alibaba, Jingdong , Tencent and other Internet companies have promoted the advancement of socialized physical distribution systems and the widespread use of technologies such as mobile and scan code payment, but they have had less touch on commodity supply chains. Xiaomi, NetEase After strict selection, excellent products, and other growth, core companies are gradually strengthening the penetration of the commodity supply chain, such as boxma freshman. This article focuses on the development phase of the supply chain of consumer products. It is intended to discuss the changes in the value of supply chain behind commodities after the development trend of leading brands such as channel efficiency and technological innovation.

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The pattern of pure branding or channel empowerment has not been seen before. There has been no significant breakthrough in China. The big reason is that the social division of labor and supply chain efficiency (especially channel efficiency) have not reached the corresponding level. However, after the strong development of the Internet is quietly changing the status quo, brand management and other representative operating models have been successful, this is actually a manifestation of social division of labor.

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More and more traditional brands focus on single-item layout and tone shaping. Calling a star brand is not an overstatement. The brand's single product memory is strong; the improvement of channel efficiency and the digitalization of consumer behavior Afterwards, some brands with scenes or communities as their products have emerged. They are also called super brands. Taking Costco, a US benchmark member-based supermarket, as an example, through the ultimate product cost-effectiveness and strict selection strategy, it finally achieved a strong consumer stickiness and had a billion-level “super user”. Superbrands are more demanding on the supply chain, adopting more strategic partnerships and even branding models, which also provides "branding" opportunities for the superior supply chain. According to the study report of Tencent 00 after , after most of 00, it was considered that “domestic brands are not worse than foreign brands and domestic production is a way of caring about the country”.

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北京赛车开奖记录:Peng_Hua_Fund_Research_Department_Lin_Haoran:_Analysis_of_the_new_retail_supply_chain_choice

The supply chain is the convergence of various related parties or businesses before the goods reach the consumers. It is based on the control of information flow, logistics, and capital flow by core enterprises, and connects suppliers, manufacturers, retailers, and end users. The core concept of an integrated function network chain structure is to seek the maximization of the overall efficiency through collaboration between enterprises from the perspective of consumers. In this process, the core companies with advantages usually dominate the entire supply chain system; similarly, it is also the core enterprises that determine the participation of other companies or channels in some links of the chain and distribute profits according to the link value.

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The definition of consumer surplus in economics refers to the difference between the highest price consumers are willing to pay for a certain amount of a certain commodity and the actual market price of these goods. The maximum condition for consumer surplus is that marginal utility equals marginal expenditure. The same way can define the surplus of producers and the surplus of circulation.

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Costco enhances its bargaining power in the supply chain with its selection model, which is similar to the integrated stores such as Wal-Mart but with thousands of SKUs and 7% of its self-owned branded goods account for more than 20% of sales; in the pricing segment, Costco To adopt the “zero profit” strategy, 12% of the interest rate of will basically be equalized on the expense side. The profit will mainly come from the membership fee (super user tipping mode), and 2% of the VIP member's spending will be rebated. By sharing consumer surplus with its members and operating the “zero profit” principle, Costco has created a highly experienced sales system. Xiaomi has achieved initial success in a similar way through the ecological chain model, and has traditionally focused on multi-level distribution systems. The brand management model has had a great impact.

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The traditional hierarchical agent system has undertaken the mission of helping brands break through the regional market during specific historical periods, and has assumed responsibility for installation and after-sales maintenance in certain categories, solving the worries of brands, especially functional categories, while also creating amazing results. The terminal mark-up rate is the "culprit" of Chinese goods' bad money expelling good money. The rise of domestic cross-regional channel companies will ease this phenomenon. The increase in the concentration of real estate business will also gradually increase the share of the tooling business. The right to speak at the supply chain level will increasingly favor channel or real estate companies and even become the core Enterprises, thus making channel profitability rise. With the gradual improvement of the socialized installation and after-sales system, the traditional regional agency system will continue to be under pressure.

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In order to highlight the product definition, most of the super brands adopt the "head supply chain" in selecting suppliers. Most of these companies are big-name ODM/OEM supply chains or factories. Through the most extreme polishing tests of the eco-chain design department, they eventually create applications. It is a full-fledged, cheaply-priced and strong-experience explosive product. With the gradual enrichment of product lines, diversion of product mixes has also increased its sales of adhesive tape. Due to the uncertainty of the expected future of international big-name orders (many brands intend to relocate their production bases to Southeast Asia or Africa), the head-supply-chain companies will increase their willingness to cooperate and may eventually deepen cooperation to the equity level.

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According to industry experience, when the capacity utilization rate is in the range of 50%~60%, the factory can maintain the break-even; if it is less than 50%, the high probability will be in a loss state (similar to the hotel logic). In other words, the profitability of the plant is naturally cyclical, and due to the unsmooth quarterly order, the order density of most factories will not be higher than 80%. With the strong rise of super-brands occupying market share, the trend of shifting traditional overseas brand industrial bases is obvious, and the uncertainty of the future of supply chain companies is increasing, and supply chain companies that have cooperated with millet, strict elections, and Antarctic people have obtained new ones. situation.

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Facing the change of brand pattern, supply chain companies must make choices:

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1. Self-reliance, focusing on self-owned brands? Facts have proved that because supply chain companies are mostly manufacturing minds, there are few winners in the branding process, and it is even harder in the current era.

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2. Was delivered and cooperated with the super brand? Super brands often have a relatively stable user base and have quality endorsements. Although the polishing cycle for a single product is long, due to the stable and relatively small number of product definitions, it is more conducive to improving efficiency and industrial production;

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3. Keep the same, lifeline to the original brand? Being too passive, from the Apple experience in the industry chain, once the core business sales decline, the supply chain will have to face the transformation of the new brand or the transformation of the industrial base brought pain.

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We continue to look forward to the spirit of the Internet reshaping China's manufacturing industry chain. At that time, there will be a number of brands with good textures born and expected to be exported overseas. Moreover, the current integration costs are not high, and the capital market is also the same.


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