In China, 200 1, Kelon shares in Antaida Logistics, a professional logistics company, and builds a home appliance logistics platform between home appliance manufacturers and logistics service providers by using asset ties, thus creating a new way for domestic home appliance enterprises to transform into third-party logistics. Internationally, Kelon relies on the powerful logistics network of international third-party logistics companies all over the world to provide professional and efficient logistics solutions.
Logistics strategic choice
200 1, kelon privatization and reorganization. The strategic goal of Xinkelong is to become the mainstream home appliance manufacturer and seller in the world. Specifically, we should achieve: reasonable technology, reasonable scale, complete categories, and balanced domestic and international markets.
Since 2002, Kelon began to integrate the refrigerator industry in China, and successively acquired the refrigerator production lines of Jilin Jinuoer Electric Appliances, Shanghai Shang Ling Electric Appliances, Far East ariston and Hangzhou Xileng, and invested in the construction of refrigerator production bases in Yangzhou, Jiangsu and Zhuhai respectively, forming refrigerator production bases in Shunde, Zhuhai, Yangzhou, Hangzhou, Nanjing, Nanchang, Jilin, Yingkou and Chengdu. In two years, the company quickly gathered130,000 refrigerators, ranking first in Asia and second in the world, and formed a strategic cooperative relationship with Meiling under Greencool.
Kelon's industrial integration strategy is a part of internationalization strategy. On the basis of obtaining obvious scale advantages, Kelon has also made a breakthrough in its internationalization process. In recent years, Kelon has strengthened its strategic cooperation with global brands such as General Electric, Whirlpool, Electrolux and Maytag. Its international marketing network covers more than 90 countries and regions around the world, and has established extensive sales cooperation relations with world-renowned manufacturers, large-scale home appliance chain stores and supermarkets, and its exports have increased at a rate of more than 65,438+000% every year. In 20001year, Kelon's export was only $67 million, and it will exceed $500 million this year.
At present, Kelon Group mainly produces four categories of household appliances: air conditioners, refrigerators, freezers and small household appliances, and implements a multi-brand strategy. With the rapid expansion at home and abroad, Kelon has four characteristics: many production bases, wide marketing areas, many product categories and many marketing channels, and has high professional requirements in the breadth and depth of logistics management. The original self-owned logistics system has lagged far behind the strategic needs of development.
At the same time, after the transformation of Kelon, forging the comprehensive cost advantage by optimizing the value chain as a whole is the key to re-enter the healthy and benign development track. The integrated transformation of supply chain bears the brunt, and the introduction of new third-party logistics has become a new strategic choice.
Create a logistics platform
200 1, Kelon established Guangzhou Antaida Logistics Company together with Guangdong COSCO and Little Swan Company. Kelon Group controls the enterprise's logistics price resources, and uniformly outsources its management business to Antaida Company. At the same time, it forms a complementary strategic cooperative relationship with Little Swan, and makes full use of the advantages of logistics business scale and logistics network of the three enterprises to jointly operate and develop. The introduction of third-party logistics and its business complementarity with related enterprises have enabled Kelon Logistics to achieve three integrations, optimizations and two extensions.
First, logistics organization integration and process optimization. In the past, the independent logistics operation system of subsidiaries of refrigerators, air conditioners, freezers and small household appliances was reformed, and the logistics departments of various professional companies were merged into one, and the number of personnel was reduced from more than 90 to 60 now. At the same time, the operation process is simplified, the 5 156 logistics operation information system is introduced, the whole process database is established, and the whole logistics operation is managed through transportation plan and storage plan, so that the inventory in transit can be effectively tracked and the management cost of logistics operation can be effectively reduced.
The second is the integration of logistics and transportation and system optimization. After the transformation, the company's original own fleet will be put into the market independently. Through joint bidding, the trunk transportation of Kelon refrigerators, air conditioners, freezers and small household appliances will be integrated. At the same time, the reverse logistics of strategic partners will be bundled for bidding, so that the procurement logistics, production logistics and distribution logistics will be coordinated, and the direct logistics and return logistics will be given consideration, and the overall efficiency and benefit of logistics will be rapidly improved.
Third, logistics warehousing integration and resource optimization. According to the production plan, the inventory structure of more than 40 large and medium-sized warehouses with the original working radius of 30 kilometers was adjusted in time, and four types of products were stored in a centralized way by changing warehouses, removing the small ones and taking the big ones, and leaving the distant ones for the near ones, thus forming a storage and transportation area with centralized management of four types of products. At the same time, we joined hands with strategic partners to bid for the integration of warehousing in the industry, which attracted many powerful warehousing companies to become new partners and further optimized warehousing resources.
Two extensions
First, logistics extends to secondary distribution. With the marketing strategy of Kelon's marketing system, the focus will be shifted down in an all-round way, and high, medium and low-end products will be fully covered. Antaida Company tries to develop secondary distribution business in some key cities, set up warehouse center offices, and conduct production and marketing docking with sales branches and production bases, so as to realize a virtuous circle of distribution by sales and promotion by distribution.
The second is to extend to external logistics business. With Kelon and Little Swan as platforms, Antaida Company has successively developed logistics businesses such as Wanhe, Electrolux and Whirlpool. Kelon not only optimizes its own logistics business, but also enables the third-party logistics companies with shares to achieve greater development and gain investment income from it.
Build an international mainstream home appliance manufacturer
At present, the scale of home appliance industry in China is getting bigger and bigger, and the net export of home appliances has been growing rapidly for several years, which has occupied an absolute share of the world market. In the process of global economic integration, the pattern of China becoming the world's home appliance manufacturing center has been formed and is constantly strengthening. In the process of Kelon's marching into the international mainstream home appliance manufacturers, the role of international third-party logistics is very important: on the one hand, Kelon needs to rely on the global logistics network and perfect service experience of international third-party logistics; On the other hand, the rapid development of Kelon's international business in recent years has also attracted the attention of international third-party logistics enterprises.
At present, shipowners are becoming the main partners of Kelon International Logistics. With the rapid growth of overseas sales, Kelon's international logistics business has attracted the attention of international logistics giants. Maersk Hailu, which ranks first in the world shipping industry, entrusts a professional consulting company to follow up the most potential enterprises in various industries in order to seek future international logistics partners. After a year's research, Kelon, the most promising partner finally selected by the consulting company, is a sudden emergence of various industries.
With the transfer of purchasing centers of multinational corporations to China, their logistics partners have gradually entered China to provide localized services. With its global network, extensive and in-depth cooperation with shipowners and advanced information management technology, our professional logistics company provides complete logistics solutions for multinational companies. The strategic cooperation between Kelon and international home appliance enterprises in the field of design and manufacturing also extends to the field of logistics.
Take the cooperation between Maytag and Kelon as an example. Maytag buys refrigerators in Kelon and sells them to home warehouse, a chain store in North America. EI is Maytag's global logistics partner, Maersk Logistics is Jiacang's logistics partner, and the door-to-door service from the Far East to North America is completed by EI, a third-party logistics, and Maersk Logistics, a fourth-party logistics.
The whole supply chain is operated by two professional logistics companies. In the process of Maytag purchasing from Kelon and then selling to the warehouse, EI and ML complete a series of logistics services such as receiving goods, customs clearance, transit, warehousing and distribution according to the requirements of their respective guests. In this case, the third-party logistics company relies on its powerful logistics network all over the world (the strength of customs clearance and inland multimodal transport) and the global networked information work platform (suppliers, shipowners and customers can work online at the same time, and the final guests can issue instructions and inquire about the cargo dynamics as long as they go online, providing us and our partners with professional and efficient global logistics solutions.
With the further opening of the international freight forwarding industry, international logistics giants will also conduct business in China, and it is believed that more and more logistics giants will appear in the logistics field. At present, Kelon has been in contact with Maersk Logistics, KLINE Logistics and GEODIS in order to carry out global logistics cooperation in a wider field and make international third-party logistics an important force in Kelon's internationalization strategy.
China is the world home appliance manufacturing center formed in the process of globalization. Now, the competition between China's home appliance industry and the world's home appliance industry is completely on the same platform. China household appliances enterprises represented by Kelon are gradually leading the world in scale and technology. Introducing the world's advanced logistics management experience in an all-round way will surely add new weight to the formation of new core competitiveness of China household appliances enterprises.