Guangming lenglian logistics

Brief introduction: Cold chain logistics generally refers to a systematic project that frozen food is always in a prescribed low-temperature environment in all aspects of production, storage, transportation, sales and consumption to ensure food quality and reduce food loss.

After paving the way for milk delivery, Bright Dairy delivered more than milk.

It is the long-term goal of Shanghai Guangming Dairy Co., Ltd. to become one of the top ten dairy enterprises in the world, and the ultimate goal of its logistics business is to become an aircraft carrier for logistics enterprises and food industry.

Bright milk party ⒂? 1996, is the largest dairy production and sales enterprise in China. Last year, the main income exceeded 5 billion yuan, and sales and profits increased by more than 30% for six consecutive years.

3. Marketing channels of market competition

Domestic dairy enterprises are generally divided into two types: milk source type and urban type, and Guangming is a traditional urban enterprise. There are three kinds of sales channels: one is from the factory to the logistics distribution center and then to some hypermarkets, supermarket chains and convenience stores. Guangming's commitment to this is "365×24" delivery, 365 days a year, 24 hours a day.

The second route is to deliver the milk to the household, and the products will go from the factory to the distribution center, then directly to the community milk station, and then sent to each entrance by the milkman to complete the final distribution of 1 km. In urban areas, each milkman is responsible for an average of 200 families.

The third channel is to bring normal temperature milk into supermarkets and communities all over the country through hundreds of dealers. This sales channel is the main sales channel of milk source enterprises such as Yili and Mengniu. Now, the normal temperature milk of Bright Dairy has covered more than 500 cities in China.

Bright self-confidence has two more channels than its competitors. In its view, the development of the food industry, including dairy industry, will eventually be a positional war, when the bright advantages will emerge.

Deliberate informatization

Until 2000, Guangming only used a small system developed in cooperation with domestic software companies to support its business operation in some links. However, with the rapid expansion of business, Guangming is keenly aware of the promotion of information flow to the whole business flow and logistics. When it decided to go to enterprise ERP system, it chose Oracle company with international background.

But an integrated information platform can't solve all the problems. The logistics department of Bright Dairy found that the ERP system of the company is mainly used to process sales orders, which can't completely control the fulfillment of sales orders, especially can't help to comprehensively manage the logistics operation of the warehouse.

Since last year, Guangming has consciously introduced some logistics management software and some logistics-related information development projects, among which WMS (Warehouse Management System) is the earliest one. It began to realize more and more deeply that informatization is a very important factor in the development of logistics, and put the development of informatization in a considerable part in the planning of building a logistics distribution center with an investment of 654.38+0.7 billion yuan.

Cold to the bottom

In order to support its main business, Bright Dairy has been constantly improving its refrigerated logistics for many years. Yang Haixin, general manager of its dairy logistics division, said: "Bright Logistics first serves itself well and supports Bright to rank among the top ten in the dairy industry world; The second is to become the aircraft carrier of refrigerated logistics in the food industry. "

Bright milk distribution is a cold chain concept, which emphasizes that all links are carried out in a cold storage environment (0-4 degrees Celsius) without interruption. In July, the high temperature in Shanghai remained around 34 degrees Celsius, but when you approached the warehouse door, you could feel a chill surging out of the warehouse 5 meters away.

According to the development strategy of the head office, the Logistics Division put forward the leaping development goal, that is, to develop high value-added business related to the logistics value chain with fresh-keeping logistics as the core business in the near future, to become the strongest fresh-keeping cold chain logistics in East China within five years, and to become the top ten logistics in China in 10, which will be gradually implemented in three stages. The first stage is to transform and improve the service system, build a high-level logistics network, integrate institutions, strengthen intensification, and establish a solid infrastructure, so as to occupy an advantageous position in the same industry. In the second stage, give priority to the immature third-party logistics market, strengthen the development of new logistics service projects, and create high value-added logistics profits. In the third stage, based in East China and radiating the whole country, it will take a leading position in the logistics field of fresh product industrial chain and high value-added industrial chain, carry out multi-faceted international cooperation and grow into a comprehensive 3PL logistics service provider. Developing the Third Party Logistics

The rapid growth of bright dairy business puts forward higher requirements for logistics. The logistics distribution information system independently developed by Bright Dairy Logistics Division can only solve the problems in Shanghai. With the rapid development of Bright Dairy, the number of orders has increased sharply, and it will increase by at least 40% every year in the next few years, which makes the absolute operation time and workload of the logistics division increase sharply. Due to geographical reasons, it is difficult for Bright Dairy to master the total inventory distributed in various places. Mastering the order does not mean really mastering the market. Only by truly mastering the terminal inventory can we truly grasp the effective market demand. For a company with fast-moving consumer goods as its main business and a large annual sales base, it is necessary to quickly complete the business of entering, leaving, storing, returning and transferring. With the adjustment of bright dairy product structure (such as the increase of high value-added products output, etc.). ), the laying of outlets, the expansion of convenience stores and the demand of third-party logistics all require the logistics operation to develop in the direction of "fine logistics".

The rapid laying of bright dairy outlets has put forward higher demand for logistics. Bright Dairy has bases, factories and sales outlets in other provinces, municipalities and autonomous regions except Qinghai and Tibet. The Logistics Division not only needs to provide common logistics services such as warehousing, storage, distribution and distribution processing of finished products, but also needs to extend to the supply chain such as raw milk inspection and collection. How to provide professional, timely, high-quality and accurate guarantee has become a thorny issue.

The enclosure expansion of convenience stores puts forward higher requirements for logistics. The number of available convenience stores will increase from about 500 to about 65,438+0,000. In addition to Shanghai, Jiangsu, Zhejiang and other regions have also made great progress. The fierce competition in the industry has changed from price comparison, convenience comparison and service comparison to logistics comparison. Convenience store format requires fast delivery of multiple varieties and small batches, even multiple deliveries a day, which is a test for the management and operation efficiency of logistics centers.

The development of third-party logistics puts forward higher requirements for enterprises. The third-party logistics business will face more complicated customers, business models and commodities, and the differences of logistics services will not be able to meet the needs through manual or simple computer management. There is no bidding opportunity for logistics enterprises without logistics information system. At present, the customers of the Logistics Division who are included in the daily import, export and inventory operations managed by computers belong to Guangming Group. If you are outside the group,

Customers also need to provide services, so they cannot use their information systems. Sending delivery requirements and obtaining inventory information by fax makes customers unable to adapt. Secondly, this mode mainly completes the warehouse management function, and the customers themselves operate in the customer system. The monthly inventory of logistics warehouse is based on the inventory quantity of customer system, so it is difficult to find out the root of the problem. Furthermore, as a third party independent of customers, logistics will fundamentally solve the contradiction between internal sales and finance of customers when providing professional and efficient operation services.

Bright "fresh" planning

According to the "fresh" planning of Bright Dairy, Bright Dairy has determined the future function of the logistics center. The information center plans to divide the whole logistics system into three parts, namely WMS (warehouse management system), TMS (transportation management system) and PMS (planning management system), and implement it in three stages within five years according to time and financial resources.

In order to make the logistics system realize the national distribution of bright dairy products and complete the deployment of the logistics system in various logistics centers across the country, WMS system is mainly implemented in the first stage. Taking normal temperature products as the starting point of system implementation, and then completing the system implementation of feasible warehouse and cold storage in turn. WMS operating system adopts step-by-step architecture. In WMS stage, WMS operation system, information summary and analysis system and customer information self-inquiry system based on BS should be completed. The modules realized in advance mainly include basic information, procurement management, delivery management, inventory management, allocation management and logistics processing. Through the realization of these modules, we can basically achieve the purpose of system management of physical operations.

The first stage begins with the determination of system suppliers, and the main implementation targets are Shanghai and logistics centers in East China, North China and South China. In terms of hardware, the high-speed backbone network set up between the information center of Bright Dairy Headquarters and the commercial city covers all business points of the Logistics Division. At the same time, we set up our own local area network, set up a system on the backbone network far away from the logistics operation area, and outsource the maintenance of more and more local area networks and PCs to third-party companies. In order to speed up the nationwide implementation of the logistics system, the C/S structure will be adopted at this stage, and a local area network will be established in each logistics warehouse. The data scattered in various databases will be collected into the central database of the headquarters by using the database replication technology, and the business information of each place will be processed by the system according to a certain format to reflect the nationwide operation of the whole logistics division. Some job information generated in the logistics system is provided to customers in the form of Internet, thus forming a customer information self-service inquiry system, which allows customers to know the execution of orders and the inventory of goods in time.

Shanghai Bright Dairy Fresh Planning Project started in May 20001year, and the project was planned in June 20001year. It was put into operation in Shanghai North District and Guangzhou in May 2002. Due to the meticulous preliminary work, the background database of the whole system was transferred from DB2 to Oracle in July of that year, and the transfer was very smooth. Logistics system and ERP have the interface of delivery list and basic information. The main modules are basic information, procurement, delivery, inventory management, distribution processing, daily report and so on. Bright dairy logistics system has the characteristics of integration, interest, real-time, accuracy, security, expansibility and openness. There is a program that can print invoices directly on the Internet and query inventory information online.

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