Enterprise management is the general name of a series of activities such as planning, organizing, directing, coordinating and controlling the production and operation activities of enterprises, and it is the objective requirement of socialized mass production. The following is my understanding of Anta logistics, hoping to help everyone.
With the development of economic globalization and the rise of network economy, the global logistics service industry has accelerated. The average annual growth rate of global logistics exceeds 7%, which is higher than the GDP growth rate in the same period. However, it should be noted that there is no statistical index system of logistics industry in China. It is necessary for China to promote the formation and development of the logistics industry, whether from the perspective of integration with the global economy or from the perspective of the demand for logistics services in the China market. Below, I will share the knowledge about Anta logistics for you, hoping to help you!
In China, the vast majority of logistics enterprises have some problems, such as low quality of work, limited service content, primitive and single service mode, arbitrary service items and charging standards, small organization scale of logistics enterprises, lack of necessary competitive strength, low management level of logistics enterprises, and the quality of logistics services needs to be further improved. Most enterprises can only provide single or segmented logistics services, and cannot form a complete supporting logistics service. The level of infrastructure, technology and equipment is backward, the level of informatization is low, and professionals are scarce.
Anta Sporting Goods Group (formerly Guangdong Anta Sporting Goods Co., Ltd). The mission of Anta Company is to stimulate people's desire and strength to break through with sports. Committed to the creation of professional sporting goods, let sports change life and pursue a breakthrough in a higher realm.
Anta products have won the favor of operators and consumers with their unique style, novel style, excellent quality, reasonable price, good after-sales service and scientific business strategy. Anta has the enthusiasm to build the largest distribution network of sporting goods in China in order to realize its internationalization.
Key words: supply chain Third-party logistics supply chain is around the core enterprises, through the control of information flow, logistics and capital flow, starting from purchasing raw materials, making intermediate products and final products, and finally delivering products to consumers through the sales network, connecting suppliers, manufacturers and retailers to end users into a complete functional network structure model.
Third-party logistics, the so-called third-party logistics, refers to a logistics management mode in which production and operation enterprises entrust their logistics activities to professional logistics service enterprises through contracts in order to concentrate their main business, and at the same time keep close contact with logistics service enterprises through information systems to realize the management and control of the whole logistics process.
1) standard logistics operation. The logistics department of Anta Company operates the sales logistics of all its products, including the logistics distribution of shoes from factories to stores and the logistics distribution of clothes from distribution centers to stores. When it comes to the effective operation of his department, Xun Wei immediately perked up. After the products are put into storage, they are all arranged by the logistics department.
First of all, all incoming products should be "marked". If they meet the receiving requirements, they will be confirmed in SAP system according to the pre-entered purchase order. In order to clarify such a process more clearly, here is a small example. If the purchase order indicates that the quantity is 6,543,800+0,000 pairs of shoes, and 6,543,800+0.5 million pairs have been put into storage this time, then confirm 6,543,800+0.5 million pairs first.
After confirmation, the computer of the sales department immediately shows that these products have been put into storage. The sales department immediately issues the invoice, and the logistics department matches the new products in stock according to the invoice, and then sends them to all parts of the country through trunk carriers and agents.
Anta has more than 2,300 stores and 430 sales outlets in China. After the products leave the warehouse, most of them flow to the distribution center of the branch or the warehouse of the dealer, and a small part is sent directly to the store (a small-scale dealer may only have one store and no warehouse).
The logistics delivery time of Anta products, that is, the national delivery time in transit is 4.5 days, which is half a day less than that of Haier Logistics, an internationally renowned brand, while the delivery time of Li Ning in China is much ahead of Nike's 7 days. Take Beijing as an example.
The products of Beijing Anta Company are personally delivered by the Logistics Department of Anta Company. The distribution center distributes goods according to the needs of different stores, and delivers them several times a week. Every time you send something, it is written into the agreement. This is actually an internal logistics service agreement. As an internal customer, the specialty store regards the distribution center as a logistics service company, and the service level is required by the standards of logistics companies.
The specialty store knows how long it takes to distribute goods and what kind of goods can be put, so it won't ask for a pair of socks to be sent to Tongxian, because the required quantity is 12 pairs. Not only that, but also avoid the trouble of uneven goods and deployment between stores to the greatest extent. 2) The first key to choosing a third-party logistics company is about choosing a logistics company: don't look for the biggest one, just look for the most suitable one.
Many domestic shippers are always superstitious about large logistics companies, but they don't consider whether they are suitable for them. At this point, Anta has its own understanding.
The logistics service provider chosen by Anta is a medium-sized logistics company or a transportation company. When choosing an operator at the beginning, Anta Company paid the most attention to scale. However, with the deepening of cooperation, the logistics department gradually found that the large-scale carriers not only have high costs, but also may weaken management because of many grades. Moreover, because it is too big, the proportion of Anta's goods cannot occupy an absolute advantage, and the expected value of attention is far from that of the company.
Later, Anta chose some medium-sized logistics and transportation companies as partners, and this situation has been greatly improved. Anta's goods are highly valued, and logistics companies do their best in service. Anta took the opportunity to add a clause in the logistics carrier contract: In any case, Anta's goods will be delivered first.
In the past two years, because the enterprises that won the bid in the past have done better, apart from eliminating the replacement, Anta Company has done less transportation bidding. After all, changing the operator means changing the route, which is also painful for Anta, which is constantly running at high speed. There are about 10 major carriers cooperating with Anta, which are divided into two categories: one is dedicated carriers, and the other is logistics companies.
In areas with large cargo volume, Anta Company manages and directs carriers by itself; If the cargo volume is not large or the carrier's ability is not enough, we will find a professional logistics company as an agent. There are some carriers under the agent to deal with different markets of Anta. If the first two points are that Anta Company controls transportation from a macro perspective, then performance appraisal, elimination of the last place and carrier tracking control are implemented from a micro perspective.
The confidence of "anything is possible" comes from grasping the details. 3) The difficulty of informatization in helping logistics lies in making things really flow. Anta Company chooses informatization as its assistance. In 2000, the sales of Beijing Anta Sporting Goods Co., Ltd. was $85 million. In June of the same year, Anta introduced R/3 software 3. 1I and AFS (clothing/footwear solution) 1.0D from German SAP to establish enterprise ERP system.
Anta's sales are expected to reach $65,438 +0.2 1 billion, with a business growth of 20% for three consecutive years. In 2002, at the same time, the R/3 standard system of Anta Company was upgraded to 4.5B, and the clothing/footwear solution was also upgraded to AFS2.5B The ratio of these two completely different data can reflect the effect of ERP system after its implementation in Anta Company. Imported ERP makes Anta's production and sales more standardized and efficient.
Therefore, Anta, who tasted the sweetness, spared no effort to carry out informatization to the end and implement it in every process of the company's business. In order to cooperate with the implementation of the logistics system, Anta Company adjusted and optimized the original process based on the ERP information system, and cooperated with the logistics implementation project in order to achieve better application results. For the new logistics information system that will be launched soon, its significance lies in: "By improving the information management system, we can speed up our logistics distribution and reduce the cost.
After the system goes online, the sorting accuracy is higher, and the time from order delivery to goods delivery will be greatly shortened; At the same time, it will greatly save storage area and increase storage capacity. We don't intend to rent a bigger warehouse, and the existing reconstruction foundation can already meet the demand; In the future, transportation control also depends on the electronic means of information system. There is a wise saying in Anta: Don't be "Nike" of China, but "Anta" of the world.
Anta market research report
Anta brand is not only a symbol, but also more meaningful and associative than a symbol. Ann, start a business with peace of mind. Steps, be practical. Anta brand is an objective and direct text, which shows its lasting brand roots. The spirit of Anta brand has transcended the national and cultural boundaries, and has integrated the "sports spirit beyond self" into everyone's life. Start a business with peace of mind and be a down-to-earth person. This is the origin of the name "Anta" Anta's target market positioning is ordinary young people, high school students and college students living in second-and third-tier cities. They work hard at the bottom of the workplace and are eager to get ahead. They need to find a channel to express themselves and show off to release themselves. This channel is for young people who have the spirit of sports, never give up, pursue individuality, make public fashion and value brands.
"Anta" has changed from producing single sports shoes to producing sporting goods, and its product structure has expanded to sports shoes, sportswear, shoes, hats, socks, bags and so on; At the same time, recreate the "Anta" store model-sporting goods store. This is a new stage of Anta's development.
Anta is in a middle position in similar markets. Anta pursues the development trend of the first-line brand of China sports brand, but his advertisers mainly aim at the domestic basketball league to promote the brand coverage and make the Chinese people more nationalized. But like Li Ning and Peak, they are a little international. Therefore, in terms of brand effect, after all, the brand history is limited, and without capital as a leader, it can only go with the flow. Market positioning is a mid-range state-owned brand, and the brand has a certain brand effect on low-end mass consumers.
1994, Anta's logo was first hung in front of a shoemaking workshop in Jinjiang, Quanzhou, Fujian. After more than ten years of development, Anta has developed into one of the largest marketing-oriented comprehensive sporting goods enterprises in China. Ding Zhizhong, the leader of Anta, was awarded "Top Ten Outstanding Young People in China" in the 17 session for his special contribution to sports in China.
Anta (China) Co., Ltd. was established in 199 1. It has Hong Kong Anda International Investment Co., Ltd., Anta (Fujian) Shoes Co., Ltd. and Beijing Anta Oriental Sporting Goods Co., Ltd. Over the past ten years, Anta Company has been adhering to the business philosophy of "starting a business with peace of mind, being a down-to-earth person and building a century-old brand" and has developed into the largest in China through unremitting efforts.
A garden-style industrial park covering an area of 100 mu with 10 modern production lines is located in Jinjiang, a beautiful hometown of overseas Chinese. These computer-managed 10 production lines have been fully put into use since June 5438+0, 2004, which greatly promoted the research, development, production and distribution of Anta's high-end products.
Anta's image spokesmen range from Olympic champion Kong in 1999 to famous NBA star Scola, captain Feng Kun of China team, world table tennis champion Wang Hao and CBA potential players. A strong lineup of sports stars has shaped and enhanced Anta's professional brand image.
1. Macro environmental analysis
(1) Economic environment: After more than 20 years of development, by 2008, there were more than 4 million sporting goods enterprises in China, and about 25,000 sporting goods enterprises with a certain scale. It has become the largest manufacturer of sporting goods in the world, and it is the country that can independently produce the largest variety of sporting goods in the world. In June 2009, enterprises above designated size in China sporting goods manufacturing industry realized the main business income of RMB 646,006,1760,000 yuan, a year-on-year increase of 6.29%. The total profit was 654.38+0,975,326,000 yuan, a year-on-year increase of 56.90%.
(2) Cultural environment:
1. With the continuous improvement of people's living standards, people pay more and more attention to health awareness and sports atmosphere. In recent years, various international sports events hosted by China have attracted extensive attention at home and abroad. The social demand for sporting goods is increasing day by day, and people's demand for leisure sportswear is increasing day by day.
2. The state strengthens the construction of sports and cultural infrastructure to provide more convenient places for the people.
3. As college students, the school offers various physical education courses, and students are enthusiastic about sports, which promotes the development of casual clothes, sports shoes and other sporting goods.
2. Micro-environmental analysis
In 2005, Anta established the first sports science laboratory in China's sporting goods industry, and successively launched a number of professional technologies, such as double shock absorption technology, moisture absorption and perspiration technology in the clothing field and "three-proof" function, new shock absorption technology, lasting shock absorption insole, elastic arch structure, ultra-light EVA material and so on. At present, Anta has 30 patents. Last year, it accepted 43 patent applications, including 4 invention patents and 3 utility model patents. Anta's scientific research and development strength has always been in a leading position in China.
In March of 20 10, the comprehensive market share of the top ten brands in sportswear market was 74.9%, and the brand concentration was high. Nike and Adidas continue to occupy the first and second positions, with a comprehensive market share of over 20%; KAPPA, the third place, has a comprehensive market share of 9.02%, and Li Ning, the fourth place, has a comprehensive market share of 8.42%. The comprehensive market share of the fifth to tenth brands is less than 5%, followed by Jordan, Nike 360, 36 1, Puma, Anta and converse.
Top ten sports shoes brands in the world 1, (Nike)-USA 2, (Reebok)-UK 3, (Adidas)-Germany 4, (Puma)-Germany 5, (Philo)-Italy 6, (Mizuno)-Japan 7.
According to the survey report, the following nine sports brands are the most popular among college students:
1. Nike)-USA (including converse) 2 adidas)-Germany 3 Anta-China 4 Li Ning-China 5 Puma-Germany 6 back to back-Italy 7 umbro-UK (acquired by Nike) 8 NB New Balance-USA 9 Diadona-
superiority
1. Since the opening of the first store in 200 1 Anta, there are now more than 4,000 outlets in China, forming a monopoly system with the theme of stores. In a class of markets, especially in the south, there are already some flagship stores and a large number of special A stores, which not only greatly enhance the brand image, but also bring good market effects. Anta entered the secondary and tertiary markets earlier, with a wide network coverage, which supported a large part of sales.
2. Among many high-end brand stores in China, Anta Bitstep and 36 1 degree still have strong advantages. Anta gradually changed from a brand spokesperson to a product spokesperson, and achieved good market response.
3. Anta's product market positioning is more in line with the current domestic development level, suitable for the purchase needs and price affordability of most consumers, and avoids direct conflict with international brands.
W (disadvantage)
1. At present, there are many outlets in Anta, but there are still many outlets with low sales, poor quality and serious terminal problems. Before the network development, there was a lack of necessary network planning, the terminal quality was mixed, and the retailer's awareness of management and brand operation was weak. The distribution of primary market outlets in major business districts is not yet in place, and there is still a big gap in terminal quality compared with its main competitor (Li Ning). Several branches in the southeast reflect a phenomenon. Individual dealers' consciousness is relatively numb, and the change of business philosophy is not in place, which leads to over-confidence and optimism about their own status quo, which may decline rapidly under the strong impact of other competitive brands. Dealers lack long-term vision, which is manifested in the poor image of stores with good location and large area, which affects the overall image of Anta in the regional market. Poor inventory management of branches and retailers: improper inventory control, excessive old inventory and untimely handling. The present situation of single-store single-size monochrome shoes is serious, which hinders the normal sales of retail goods; Some single-store products are monotonous, and the products in the store are single in color. Many stores usually only have white and blue products, which makes the whole store lifeless and monotonous, and loses consumers' interest in shopping in the store.
2. Although the company's products are constantly changing in style and color, they have not formed high-tech products with independent intellectual property rights, and they are also lacking in the application of new materials. Product quality problems (especially low-grade products) have increased significantly. The time to market of products is not timely enough to seize market opportunities; Too long lead time is not conducive to quickly reflecting the market demand, which will not only lose some consumers, but also cause the loss of sales.
O (opportunity)
1. Sportswear is more and more accepted in China and has become a part of people's daily life. Anta, on the other hand, has perfect sales channels and some fixed consumer groups. If we can increase the research and development of clothing products, we will certainly occupy a higher market share of sportswear.
2. At present, there are quite a number of flagship stores and A stores in the primary market, and their market-driven effects are increasingly obvious. With the help of a large number of outlets in the existing secondary market, as long as the outlets are well planned and the terminal quality is greatly improved, a larger market share can be obtained. Then promote the secondary development of the tertiary market, stabilize the secondary and tertiary market channels, and continue to consolidate Anta's network advantages.
threaten
1, strong impact from competitors
Li Ning: We will continue to increase the efforts to open flagship stores and special A stores in the national primary market, and give greater support policies to the expansion of some secondary markets.
Xtep, Buick, Delphi and other products bring forth the old and bring forth the new, and low-priced products flood the market. The development of online stores has accelerated, the area has expanded and the image has been updated. They provide more preferential policies for dealers, which may affect the stability of Anta dealers.
2. The number of professional sporting goods suppliers in China has increased one after another, and the investment competition in the market is almost fierce.
3, the threat of the northern market is more prominent:
A, the difference between Anta and similar products is getting smaller and smaller, which may lead to market assimilation and reduce brand awareness.
B, retailers' sales profit is low, and the retail price of products is limited. If competitors cut prices on a large scale, it will directly affect the sales of Anta products.
C. The dealer system of some branches of Anta is seriously aging, and there is no operational backbone and cohesion, which basically loses the ability to further occupy the market.
1 Monopoly promotion, and choose appropriate promotion methods according to local market conditions.
2 Media investment is timely, linked to festivals and other links.
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