In rolling out the door milk delivery channel, the Bright Dairy milk distribution will not be only
Among the world top ten in Shanghai Bright Dairy & Food Co., Ltd. Dairy vision, and a logistics company and within the frozen food industry, the logistics of the aircraft carrier is the ultimate goal of its logistics business.
Bright Dairy was established in 1996, is China's largest dairy production and marketing enterprises. Last year, its main revenue has exceeded 5 billion yuan and sales, profits for 6 years, more than 30% growth rate.
3 sales market access dispute
Domestic dairy industry is generally divided into milk-based and urban-type two types, light is a traditional urban-based enterprises. It has three sales channels: One is from the factory to the logistics distribution center and then to a number of hypermarkets, supermarkets and convenience stores, a bright promise this is the "365 脳 24" distribution, that is, 24 hours a day 365 days a year distribution.
The second path is to bring milk on the household, the product from factory to distribution center, and then directly to the community milk station, sent by the milkman every door, to complete the final 1 km of distribution. In urban areas, the average milkman for 200 households.
Third pathway is the normal temperature into the milk through hundreds of dealers around the supermarkets and the community, this sales channel is the Yili and Mengniu milk-based enterprises such as the main sales channels. Now, Bright Dairy's milk has been covered at room temperature to more than 500 cities nationwide.
Bright self-confidence more than two channels than the competition, in its view, the food industry including dairy development to the final will be trench warfare, but by then the advantages of light will be displayed.
Deliberately Information
Until 2000, the light is only in some areas, Yi and Guo Nei software co-developed a small system Zhicheng business operation, as the business of the rapid expansion of the light sensitive Di aware of the Zheng Ge Shang Xin Xi stream flow and logistics role in promoting. Its decision on the enterprise ERP system, chosen with the international background of the Oracle Corporation.
However, information platform as a whole can not solve all problems. Bright Dairy's Logistics Division found that the main role in the company's ERP system to process sales orders in the part, not fully control the business performance of sales orders, in particular, can not help the overall management of warehouse logistics operations.
Beginning last year, bright consciously introduced a number of logistics and logistics management software, and some information related to development projects, which first introduced the WMS (warehouse management system). It began more and more deeply aware of the development of logistics information is a very important factor, and invested 170 million yuan in the construction of logistics distribution center planning where to put a large part of the development of the information.
Lengkudaodi
In order to support their main business, Bright Dairy has been in continuous improvement of its cold logistics. Dairy general manager of its logistics business Yanghai Xin said: "The light of logistics services, their first to support the dairy industry in light of the world among the top ten; second is to become the frozen food industry, the logistics of the aircraft carrier."
Milk bright cold chain distribution is the concept that emphasizes all aspects of the environment in cold storage (0-4 degrees C) for and maintain uninterrupted. July, Shanghai continuous high temperature has been maintained at 34 degrees Celsius, but when you are close to the warehouse door, 5 meters away you can feel the burst of cold lump raging from the inside out.
Light is fully mechanized milking, milk, a squeeze to immediately cooled, refrigerated milk tank truck load delivered to the factory; reach the factory, the milk tank truck and pipeline to connect directly into the processing procedures; products produced have been placed after The cold storage distribution center, the commercial sale of products over the direct distribution by the refrigerated trucks to supermarkets. It is worth mentioning that bright idea is to "door to door" refrigerator with porch, with temperature range of 0-10 degrees Celsius, cold storage refrigerated trucks to accept the goods, the car porch first poured into cold storage, thus ensuring This chain will never break.
To make the cold chain in the last 1 km can not break, bright has invested a total of more than 500 million to improve community small refrigerator. In July to the latest statistics that the light has been established in Shanghai, 200 small community cold storage.
Bright little cold milk in place in the community when the temperature is still cool, so and so to every household, the milk will reach a reasonable temperature. According to Bright Dairy & Food Communications Manager, said Gong Yanqi, light milk delivery of more than 2,700 army, they are used to complete the final distribution of the tricycle. The tricycle also has insulation and ice packs, and even light to provide users with the milk cartons are also designed to become the insulation type, so 7:00 in the morning before work to get milk or cold.
In the East region, there are more than 10,000 light outlets, covering more than 20 cities, refrigerated trucks transport the daily volume of 5,000 tons, travel about 10 kilometers, the equivalent of running in Shanghai and Beijing 40 back and forth between . Light to own more than 200 refrigerated trucks as the core team, but also integrated a considerable number of community resources to serve refrigerated trucks.
Towards third-party logistics
Bright Dairy's logistics division is only after several major changes in the birth, first it was called the team, in the final sales management, and later called the transport company, then later set up a logistics division.
Development in 1992 is bright, a milestone in the history. At that time, the current president Wang Jiafen started bright large-scale reform, the goal is to become the East China Shanghai bright light. At that time, Shanghai has a factory dairy enterprises, Plant, three factories and other long list, each plant has its own sales team and warehouse team. Through a series of integration between the enterprises, transportation companies set up, but just a simple warehouse logistics team mode increases.
In 1996, the company established to make a bright start to the country. In line with the development of commercial flow, the first independent sales department, which has made the whole logistics objective requirements. That year, eight plant-based Bright Dairy to start building a logistics center. Late last year, it began a systematic integration of enterprise resources and social resources, to the public tender for the community of vehicles and storage become necessary to complement and supplement their own.
Yang Haixin said: "Logistics is moving in a bright third-party logistics go, from logistics to the logistics business transformation."
In fact, by the end of June this year, Bright Dairy had got the third-party logistics operator's license, and has started two foreign food distribution business to do business. Yang Haixin said they saw the bright strong cold chain distribution capabilities.
This is a win-win situation. For example, one of the foreign past, for each of the summer will have to stop production of certain products because these products in the summer high temperature can not be shipped to stores, the way it will melt away, and as with the light of cooperation, which not only did this summer discontinued, a bright network through to Beijing, Guangzhou and other delivery products.
One made by Shanghai Business Consulting Co., Ltd. Tang Zhiqing said the chief planner, the bright path in the future may not only send it in milk, there are many social product.
"It is cast in the channel on a lot of money," Tom said, "if only to give bottled milk, then its profit will be within the foreseeable future."
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