Factors to be considered in the transformation from traditional logistics to modern logistics enterprises

Change management concept and improve competitiveness!

According to the Survey Report on Supply and Demand of Logistics Market in China provided by China Warehouse Association 200 1, there is huge development space and potential for modern logistics in China. The demand of the third-party logistics market is developing very rapidly, and the service function and service quality of logistics suppliers can not meet the market demand to a certain extent; The existing logistics supply capacity is greater than the logistics market demand ... Under such market conditions, traditional logistics enterprises should change their business philosophy as soon as possible and improve their market competitiveness.

(A) service-centered, integrated into the target customer's supply chain system

Since the 1990s, with the progress of science and technology and the development of productivity, the consumption level of customers has been continuously improved, the competition among enterprises has become increasingly fierce, and the great changes in the political, economic and social environment have greatly increased the uncertainty of the whole market demand. The traditional "vertical integration" management mode can no longer make enterprises respond quickly to the rapidly changing market, so the "horizontal integration" operation mode represented by "supply chain management" came into being. Supply chain management emphasizes the establishment of strategic cooperative relationship between core enterprises and the best enterprises, entrusting these enterprises to complete some business work and concentrate various resources. By redesigning the business process, we can do the key business work that can create special value and be superior to competitors, which not only greatly improves the competitiveness of our enterprise, but also benefits other enterprises in the supply chain. Under the guidance of supply chain thought, logistics outsourcing has become an important part of supply chain management in many enterprises. Therefore, whether in theory or in practice, we all see that if logistics enterprises can enter the customer's supply chain system, it will be of great benefit to improve their competitiveness and obtain more stable development opportunities. Of course, logistics enterprises must be able to provide customers with timely, safe and economical services, so that customers' production or sales goals can be successfully realized, and it is possible to get opportunities as partners.

China Logistics Market Survey Report shows that China's existing logistics supply capacity is generally greater than the logistics market demand, while the traditional logistics enterprises are small in scale and scattered in capacity, and their transportation capacity is far less than the transportation demand scale of user enterprises, and their storage supply capacity is slightly surplus. The total supply capacity of logistics is greater than the demand of logistics market, and the capacity is very scattered, which shows that user enterprises now have more choices, and the market competitiveness of traditional logistics enterprises in China is worrying. Under the premise of such a market, it is very lucky to get a sustainable customer. At present, many user enterprises only sign one-year entrustment agreements or contracts with logistics enterprises, which is based on such a market premise. Although there are still many user enterprises looking for cooperative logistics providers, and most of them are still considering obtaining the cheapest logistics services, if logistics enterprises still strive for users by reducing prices, they will undoubtedly enter the quagmire of a vicious circle.

Therefore, traditional logistics enterprises should determine their target customer groups as soon as possible, provide them with appropriate logistics services, and even tide over difficulties with them when necessary, and strive to enter the supply chain system of user enterprises and grow together with them. In the past, traditional logistics enterprises did not bear any market risks for users, but today it seems difficult to realize the idea of letting logistics enterprises share risks for users. However, if logistics enterprises can think more and do more things for enterprises in cooperation with user enterprises, and let logistics services bring competitive advantages to users' products, it is possible to share the fruits of customers' development and take root in the supply chain system of user enterprises.

(B) the use of "one-on-one" marketing, customer relationship management.

It is not easy for traditional logistics enterprises to enter the supply chain system of target customers. Here, the satisfaction of user enterprises with the services provided by logistics suppliers is very important, and "one-to-one" marketing is an effective way to solve the requirements of traditional logistics enterprises and provide users with satisfactory services.

The so-called "one-to-one" marketing, also known as relationship marketing and customer relationship management, means that enterprises are willing and able to adjust their business behavior according to the special needs of customers.

Traditional logistics enterprises, as logistics suppliers, on the one hand do not have resource advantages, on the other hand, they have to face multi-level customers. These customers have great differences in enterprise scale and strength, development planning in the region, understanding of modern logistics and requirements for logistics services. Traditional logistics enterprises always hope to develop logistics services and develop more customers on the basis of existing storage and transportation resources. From the point of view of theory and practice, it is difficult to cover everything. Traditional logistics enterprises should pay attention to the following three aspects.

First of all, in terms of market positioning, we should follow the principle of "unfamiliar". "Focus" means professional service, "focus on customers and services", "extended service" means service variety innovation, and "Excellence" means service technology innovation.

Secondly, when formulating logistics service strategy, the most appropriate guiding ideology is to start from childhood and start from simplicity.

Third, when formulating logistics service standards, we should consider the ability of our own service resources to create and maintain our own brand reputation. In order to ensure the stability of service quality, the most effective choice is to shrink the market. If there are too many customers, it is difficult to meet the personalized requirements of customers at the same time.

In short, when traditional logistics enterprises implement "one-to-one" marketing, they should determine different service contents and formulate different service plans, including adopting different price strategies for customers who need strategic support and customers who need tactical support. In the process of implementing "one-to-one" marketing, enterprises can agree on service standards with user enterprises and formulate logistics solutions, which will be more targeted and easier to achieve customer satisfaction.

(3) Accelerate its own infrastructure construction and narrow the gap as soon as possible.

Global economic integration has spawned modern logistics, and modern logistics services provide comprehensive logistics services for user enterprises. Although there are still many local enterprises in China who have a one-sided understanding of logistics and are still simply looking for the cheapest logistics services, in the future development, with the deepening of internationalization of enterprises, their understanding and demand for integrated logistics services will further increase, which will not only put forward higher requirements for logistics suppliers in "traditional and standard" logistics outsourcing services such as warehousing, local distribution and information inquiry. It will also put forward new services in inventory control, warehouse address selection, transportation mode selection, freight and payment settlement, and even require logistics enterprises to help them make strategic decisions such as delayed production, virtual warehouse, inventory ownership and distribution network optimization while providing professional logistics services. Although these predictions are based on developed countries, the acceleration of internationalization of enterprises in China makes it impossible for our traditional logistics enterprises to ignore these changes.

Judging from the current situation, compared with foreign capital and some advanced logistics enterprises, China's traditional logistics enterprises have a big gap in order processing ability, information feedback ability, project planning and promotion ability, process management ability and so on. This also shows that only by improving the level of these four aspects can traditional logistics enterprises improve their competitiveness.

Order processing capability refers to whether a logistics enterprise can process the orders of a user enterprise, which are integrated in the logistics enterprise and then distributed to the executive departments of the supply chain to promote the smooth completion of the production or sales business of the user enterprise.

Information feedback ability refers to whether logistics enterprises can provide users with enough inventory information needed by enterprises. For example, when customers return goods due to quality problems, logistics enterprises can provide corresponding information, trace back to which issue occurred, and provide a basis for enterprises to make claims and deal with accidents; In addition, if we can provide users with the changing trend of inventory in a certain period of time, it will be very beneficial for users to adjust inventory and make purchase and sale decisions.

Project planning and promotion ability refers to whether logistics enterprises can plan projects for user enterprises or provide corresponding logistics support when user enterprises expand their markets. For example, Starbucks plans to open 40 stores in Beijing in 20001year, and their logistics suppliers have formulated a series of corresponding logistics operation support plans.

Process management ability refers to whether logistics enterprises can effectively monitor the logistics process. In the final analysis, the target market positioning, service strategic planning, tactical selection and service standard formulation of logistics enterprises still depend on the actual effect of logistics service process. Effective monitoring of logistics process is the only means to achieve logistics service objectives. The monitoring process is a complex process, including tracking monitoring, performance evaluation and response.

Logistics enterprises need an effective information system for order processing, information feedback, project planning and process management. Logistics information system is the soul of modern logistics. According to the investigation report of China Warehouse Association, only about 39% enterprises in China have logistics information systems, and these so-called information systems are mainly the use of Excel spreadsheets, not warehouse management systems (WMS). The establishment of logistics information system needs strong financial support, which is undoubtedly a huge expense for most traditional logistics enterprises in China. In practice, some enterprises bear a heavy burden for this. Perhaps we can suggest that logistics software developers change the development and sales mode of "supply chain" to "revenue chain" in the process of logistics software development and sales, that is, reduce the sales price of software, let developers and logistics suppliers enjoy the benefits of logistics services, and let China's logistics enterprises realize informationization as soon as possible.

In addition, traditional logistics enterprises should carry out standardization transformation and infrastructure equipment construction as soon as possible to narrow the gap with foreign-funded enterprises and domestic advanced enterprises, such as applying logistics bar code technology to reduce the possibility of mistakes in all aspects of logistics; Apply standard pallet operation to improve the efficiency of loading and unloading operations.

In a word, the logistics market in China is in great demand, and the traditional logistics enterprises in China still have some room for development. As long as we seize the opportunity, correctly select the target customers, improve the service level as soon as possible, and add the * * * ability of other user enterprises and software suppliers, we will certainly improve our competitiveness and achieve the goal of enjoying the market with foreign capital.