China's logistics enterprises are mostly transformed from traditional transportation and warehousing enterprises, and are still in the initial stage as a whole. With the rise of logistics fever, the third-party logistics has developed by leaps and bounds, the logistics service function has been significantly improved, and some logistics enterprises with both scale and efficiency have emerged. But on the whole, although there are a large number of third-party logistics enterprises in China, they are small in scale and extremely low in market concentration, which makes it difficult to achieve economies of scale and far from meeting the requirements of modern logistics enterprises.
Foreign logistics giants have experienced the baptism of the market, advanced technology, abundant funds, strong strength, network all over the world, stable customer base, and have great advantages in the international logistics market. With the gradual liberalization of the market, they will gradually penetrate into the domestic market and use the advantages of technology, capital and global network to devour the domestic logistics market. Moreover, with the full opening of the China market, the old customers of foreign logistics enterprises and foreign manufacturers will still cooperate with them to give them more market share. At present, there are nearly 5 10000 logistics enterprises in China market, of which foreign-funded enterprises only account for 0. 13%, that is, 680, but their market share is as high as 8%.
According to the survey of China Storage Association, the demand level of industrial and commercial enterprises in China for third-party logistics services is still low, and the demand for basic routine projects is still the main demand. The demand of enterprises for high value-added integrated logistics services (such as inventory management, logistics system design, logistics general agent, etc.). ) is still very small, and there is a big gap with developed countries. In developed countries, the greatest demand for third-party logistics services is warehouse management and transportation management, but these two services are no longer simple storage, storage and transportation, but extend from the basic logistics functions. Production enterprises expect new logistics service providers to provide services, mainly including general logistics agents, local distribution, trunk transportation and warehousing. Commercial enterprises expect new logistics services to be logistics system design, bar code collection and warehousing services. It can be seen that the logistics demand of production enterprises is mainly based on logistics operation, which is influenced by geographical span and management scope, emphasizing comprehensive logistics services; However, the demand of commercial enterprises for logistics information services is stronger, and value-added information services such as logistics decision-making and data collection are paid more and more attention by enterprises. This also shows that the demand of China enterprises for value-added logistics services will further increase, and the demand level will further improve. In the future, logistics enterprises that can provide more information value-added services will have greater competitive advantages.
Second, personalized service to enhance the competitiveness of third-party logistics enterprises
Faced with such a situation, personalized service can help third-party logistics enterprises to accurately find the market gap, clearly position, and then develop rapidly. Highlighting the strong competitiveness of enterprises with personalized service will become a necessary factor for the survival of third-party logistics enterprises, which have strong economies of scale and can provide low-cost transportation services and internal professional information technology. Strong core competence can provide a profit platform for logistics enterprises, and on this basis, develop or acquire related logistics service capabilities, while those enterprises without core competence will be squeezed out or merged.
Take Furi Logistics Company as an example. As a small logistics enterprise just established two years ago, the number of customers has grown from a few at first to more than 150 now. The reason for its rapid development is that it aimed at the field of commercial circulation from the beginning. Furi Logistics Company provides distribution services for many supermarkets, convenience stores and stores in Hangzhou, and is responsible for the logistics distribution of many large retailers in Hangzhou. As a small-scale logistics company, Furi Logistics Company's competitiveness lies in that as long as manufacturers and large wholesalers send order instructions to the company's dispatching center, they can directly deliver related items to retail stores or consumers according to customer instructions.
With its outstanding performance in retail logistics, Furi Logistics Company has obtained the logistics share of many large-scale fast-moving consumer goods manufacturers in East China, providing them with logistics supporting services such as warehousing, distribution, loading and unloading, processing, collection and information consultation.
It can be seen that the most powerful way for third-party logistics enterprises to enhance their core competitiveness is to choose the right market for in-depth research, fully tap the market potential, provide the most targeted personalized services, and constantly discover new demands.
Third, the specific measures to carry out personalized logistics services
1. Strengthen international cooperation and enhance competitiveness.
With the opening of China's service industry, the fierce competition between Chinese and foreign logistics enterprises is inevitable, which will be a turning point in the development of logistics industry, and China logistics will embark on the fast lane. Nowadays, many foreign investors regard the logistics industry as a new investment hotspot.
At the end of 2003, Jiefukai Group, the largest French automobile logistics service provider, and Daejeon Group, a well-known logistics enterprise in China, established Jiefukai Daejeon Logistics Co., Ltd., and Jiefukai Group transplanted its advanced management experience to Jiefukai Daejeon Logistics Co., Ltd., together with Daejeon Group's huge network, broad distribution scope and mature localization development model, and strived to become the best professional automobile logistics service provider in China. At present, domestic automobile logistics service providers are better at the field of pure vehicle logistics, while professional automobile logistics service providers should provide a whole set of services, including online supply, warehousing management and transit transportation to dealers. At present, Wuhan Shenlong Automobile Co., Ltd. is its main customer. By sharing an information system with Shenlong, it provides warehouse management and production line supply.
2. Carry out horizontal cooperation and establish strategic alliances.
Self-built logistics is no longer adopted by wise enterprises, and choosing a completely trustworthy partner will be the trend of logistics development. Logistics service demand is highly personalized, so it is very important for small and medium-sized logistics enterprises to choose appropriate service fields and enterprises when starting their own businesses. Customers' requirements for service vary widely, so it is impossible for a logistics enterprise to meet all the requirements of all customers at the same time. As a small and medium-sized logistics enterprise, its service resources are limited and its brand reputation is not high. In the information society that pursues personalized service, a better choice is to shrink the market to maintain a high customer service standard. One-to-one marketing has a single goal, which is easy to grasp the real needs of customers, determine the strategic priorities of services, and concentrate the allocation of service resources on these priorities, thus improving customer satisfaction with services. Changchun Volkswagen Logistics Company is one of the earliest established third-party logistics enterprises in China and a third-party logistics provider for automobile production. Mainly provide services for FAW-Volkswagen. Practice has proved that FAW-Volkswagen has brought great benefits to all parties and achieved a win-win situation after adopting the third-party logistics system management. This shows that if you want to get a share in the logistics market, you might as well adopt one-on-one marketing methods, focus on your own special services and expand your popularity, so as to achieve impressive results in the industry.
3. Select the target market and realize personalized service.
With the opening of China's logistics market, multinational giants have rushed to the beach, and most domestic small and medium-sized logistics enterprises can't compete with them in terms of capital, technology and experience, but this does not mean that China's small and medium-sized logistics enterprises have no room for development. The complexity and diversity of logistics determine that it is impossible for a certain enterprise to dominate the world, and because large foreign enterprises are not at the same level as Chinese logistics enterprises and their market positioning is not the same, it should be said that Chinese small and medium-sized logistics enterprises cooperate with multinational enterprises more than compete. Therefore, if small and medium-sized logistics enterprises want to gain a firm foothold in the ever-changing market environment, the key is to reasonably evaluate their own resources and capabilities, make appropriate market positioning, and improve their professional management capabilities. The first customer of Dalian Shengchuan Logistics Co., Ltd. is Dalian Diesel Engine Factory. In the whole supply chain process of Dalian Diesel Engine Factory, Shengchuan Logistics Company said that it played the role of "supplier leader". Dalian Diesel Engine Factory 100 diesel engine spare parts outsourcing suppliers are managed by Shengchuan Logistics Co., Ltd., and the suppliers deliver goods in time according to the material plan of Dalian Diesel Engine Factory under its unified coordination. At present, the electronic data exchange system (EDI), wireless data acquisition system (POT) and overhead storage space of Shengchuanyi Logistics Co., Ltd. have been fully launched, becoming a professional logistics base that can provide logistics services for many large and medium-sized state-owned enterprises.
4. Dig deep demand and expand characteristic logistics.
The success of a logistics enterprise depends on whether it can effectively match the limited service resources with the market service demand according to its comparative advantages and service capabilities. Those healthy and sustainable enterprises have two common characteristics, that is, they all start from small companies and never do anything beyond their ability. After 60 years of development, Japan Land Transportation Industry Co., Ltd. has always adhered to the professional development direction, occupying 70% of the dangerous goods transportation market in Japan. Therefore, small companies can also use limited resources to serve a limited customer base, deeply develop the needs of limited customers, and keep a keen understanding of market changes. Third-party logistics enterprises in China should firmly grasp their core business, core fields, core customers, core processes, core links, core technologies and core business personnel, and pay special attention to the in-depth excavation of existing customers' logistics service needs, capture the information of every customer demand change, and ensure that customers can get value-added experience.
Four, to carry out personalized logistics services should pay attention to the problem
1. Pay attention to specialized services and shrink the market appropriately.
When we can't win by scale, we should win by specialization. Small and medium-sized logistics enterprises themselves are not dominant in terms of capital, technology and talents. They should take customer value as the guide, change passive service into active service, choose large enterprises as the support, implement one-to-one marketing and do a good job in key customer service. Only in this way can we develop and win new customers and gradually expand the market on the basis of ensuring the loyalty of old customers. In the information society that pursues personalized service, it is obviously not feasible to seek the market by lowering service standards. A better choice is to shrink the market to maintain higher customer service standards. Implementing one-to-one marketing makes it easier to find the real needs of customers, determine the strategic focus of services, and make the most reasonable allocation of service resources.
2. Subdivide the logistics market to make the best use of it.
Different industries have different requirements for third-party logistics. The main concern of the automobile industry is to reduce inventory by using third-party logistics. Production mode and its supporting third-party logistics strategy have become an important support for mass customization production of automobile enterprises. For example, Ford uses third-party logistics to reduce inventory, and the industry's optimal level can reach 39%. The main focus of clothing industry is to shorten the cycle time of product life cycle in order to cope with the rapid change of trend, win customers and beat opponents. Due to the brutal price competition in the industry, reducing logistics costs has become an important way for the consumer electronics industry to gain profits. Although China's home appliance enterprises have advantages in manufacturing costs, the transaction costs are high. According to statistics, the current situation of the whole household appliance industry is that the manufacturing cost of raw materials only accounts for 53% of the total cost, while the costs related to circulation and marketing account for 46%. The food and beverage industry is influenced by its own product characteristics, mainly based on green logistics and cold chain logistics. According to statistics, enterprises that do well in the catering industry can save 44% of logistics costs on average by applying modern logistics.
In addition, many industries have their own needs for third-party logistics. Whether it is to reduce inventory, shorten turnover cycle, reduce logistics costs and transaction costs, and promote green logistics, third-party logistics enterprises should find their own advantages and improve their competitiveness.
3. Constantly apply new technologies.
In the information age, endless new technologies constantly push all walks of life to innovate to keep up with the development of the times, and so does the logistics service industry. The application of various information systems and software has continuously improved the service efficiency of logistics enterprises. Small and medium-sized logistics enterprises have limited funds, so they should also cooperate with customers to develop technology according to customer needs, and carry out technology development and innovation according to customer needs to avoid blindness and unnecessary investment.
4. Effectively monitor the logistics process.
In the final analysis, the service quality of logistics enterprises lies in the actual effect of their service process, so it is very important for many traditional small and medium-sized logistics enterprises in transition to monitor the service process. In the process of implementing personalized marketing, we can agree on service standards with customers and formulate logistics solutions, which are more targeted and easy to gain customers' trust and satisfaction.
Verb (abbreviation of verb) conclusion
For any logistics enterprise, it is the most critical to build its own core competitiveness from its own resources. Because the logistics function of China's third-party logistics enterprises is single and incomplete, it is an effective and feasible method to cooperate in logistics business on the basis of their respective core competitiveness to make up for the shortcomings of enterprise capabilities and constitute the competitive advantage of logistics. At least occupying a key link in the supply chain and showing strong core competence will become an essential feature for the survival of third-party logistics enterprises.
Different logistics consumers have different logistics service needs. Third-party logistics enterprises should provide targeted personalized logistics services and value-added services according to the different requirements of logistics consumers in terms of corporate image, business processes, product characteristics, customer demand characteristics and competitive needs. Operators engaged in third-party logistics services also need to form core business due to the influence of market competition, logistics resources and logistics capabilities, and constantly strengthen the personality and characteristics of logistics services to enhance their competitiveness in the logistics market.
In the third-party logistics enterprises in China, personalized service will be paid more and more attention. With the intensification of market competition, the production and operation of enterprises have gradually changed from the mass marketing stage characterized by few varieties and large quantities to the differentiated marketing stage characterized by many varieties and small quantities, emphasizing market orientation. This trend is reflected in the third-party logistics enterprises, that is, to meet the market demand with personalized services, to strengthen communication and cooperation with customers, to ensure the information flow between the management of the two organizations, and to combine with the vertical communication of various companies. Only in this way can we gain our own development space in the fierce market competition.