Logistics knowledge points: logistics examples

1. A bottle of shampoo took a bottle of shampoo from the supermarket shelf. Can you imagine how many trucks are running to how many logistics distribution centers from this bottle of shampoo underwater production line to when you get it? How many wholesalers and people have to go through before they are sent to the container? How many processes does it take to become what you see? More importantly, what needs to be done to send this bottle of shampoo to retail stores more economically?

2. Ford's dream Henry Ford has always had a dream, that is, to become a completely self-sufficient industry giant. Therefore, in addition to the huge automobile manufacturing industry, he also built an inland port and an intricate railway and highway network in Detroit. In order to ensure the supply of raw materials, Ford also invested in coal mines, iron mines, forests, glass factories, and even bought land to grow soybeans for making paints. He also bought 2.5 million acres of land in Brazil and built a rubber plantation to meet the huge demand for rubber in his automobile kingdom. In addition, he also wants to invest in railways, freight trucks, inland river transportation and ocean transportation, so that the supply, manufacturing, transportation and sales of the whole raw materials are under his control. This is part of his plan to establish the world's first vertically integrated enterprise group, and there is more. But over time, Ford found that specialized companies independent of their own control can not only complete the most basic work, but also do some work even better than Ford's own bureaucracy. With the constant changes in the political and economic environment, Ford's financial resources have been transferred to the development and maintenance of core competence, and the work other than automobile manufacturing, sales and transportation has been handed over to independent specialized companies. Ford's transformation in this respect shows that in the modern economy with increasingly specialized social division of labor, no manufacturer can be completely self-sufficient, and only by investing the limited resources of the enterprise in strengthening its core competitiveness can it become a winner. Similarly, if the enterprise itself is not a logistics company, then the logistics business of the enterprise should be handed over to an independent and professional logistics company.

Sanlian "Zero Link Logistics" Sanlian Logistics describes such a picture: Mr. Wang wants to buy a refrigerator, so he comes to a Sanlian home appliance chain store near his residence. This chain store, which mainly displays all kinds of home appliances, is more like the current car showroom. With the help of sales staff, Mr. Wang got a general understanding of the cost performance of refrigerators of various brands, and planned to buy refrigerator B produced by manufacturer A. The order placed by Mr. Wang was quickly transmitted to the ERP system of Sanlian Home Appliances Headquarters through the information collection system of this chain store, and automatically transmitted to the manufacturer's information system through the system interface. After the production of refrigerator B is completed, professional logistics and distribution personnel will deliver it to Mr. Wang's home according to the address left on the order. This is a process based on an unusually smooth "information flow", and the links involved in this process are reduced to a minimum, which Sanlian calls "zero-link logistics". In contrast, the traditional logistics process is complicated. Products go through several logistics links from offline to factory warehouses, regional transit warehouses, local branch warehouses, and even suppliers. Then, they go to the distribution center of distribution and retail, and then go to the warehouse of the store, which may have to go through the installation service organization to reach the consumer's home. That is to say, a product has stopped at least 5-6 warehouses and experienced more than 10 times, and the cost of each loading and unloading exceeds 1 yuan. "Zero link" means high efficiency and low cost. Gao Jinling, general manager of Sanlian Logistics Center, said that in terms of cost, the expense ratio of Sanlian Logistics can reach 0.5%. The expense ratio of domestic department stores is usually between 3% and 40%. At present, the logistics of Shanghai Hualian is in China, and the logistics rate only reaches 1%. Gao Jinling believes that the expense rate level of Sanlian Logistics will be the most advanced.

4. Use "milk to get goods" to reduce inventory costs. At present, Shanghai GM has four models. Except for a new model, the other three models have more than 5400 kinds of parts. Shanghai GM also has 180 suppliers at home and abroad, as well as two import parts bases in North America and Brazil. Then, how does Shanghai GM improve the efficiency of the supply chain, reduce the launch and listing time of new products, and reduce the inventory cost? In order to drive the "devil" of inventory out of its supply chain, some common parts, such as those produced by some local suppliers, will be sent directly to the production line for production at a specified time according to the production demand. In this way, because it does not enter the raw material warehouse, it maintains a very low or close to "zero" inventory, saving a lot of capital occupation. For some spare parts with little consumption, in order not to waste the transportation capacity of transport vehicles and fully save the transportation cost, Shanghai GM has adopted a trick called "milk ring": every morning, Shanghai GM's car starts from the manufacturer, goes to the first supplier to load the prepared raw materials, then goes to the second and third stores, and so on until all the materials are loaded, and then returns. The advantage of this is that it saves all suppliers the waste of returning empty cars. "In the past, traditional automobile factories either had their own transportation teams or asked transportation companies to send parts to the company. This method is not supplied as needed, and there are several disadvantages: some parts may not be filled with a truck according to volume or quantity. But in order to save logistics costs, they often fill a truck for you, resulting in high inventory and large area. " "Moreover, the lack of unified and standardized management of shipments from different suppliers will bring various problems such as information exchange and transportation safety. If we want to manage it well, we must spend a lot of time and human resources. So we changed this practice. We hired a third-party logistics supplier to design the distribution route, and then picked up the goods from different suppliers and sent them directly to Shanghai GM. These problems are solved by taking delivery of milk or running away from milk. Through milk operation, our spare parts transportation cost can be reduced by more than 30%. "The advantage of this approach is very obvious, and it also reflects the consistent thinking of Shanghai GM: outsourcing low value-added things and concentrating on the main business of manufacturing and selling cars, that is, lean main business. (Shanghai GM: * inventory "devil" to reduce logistics costs)

Send beer, such as flowers, to let consumers taste the freshest beer with the fastest speed and the lowest cost. "Tsingtao beer man said. In order to achieve this goal, Tsingtao Brewery Co., Ltd. and Hong Kong China Merchants Group established Tsingtao Brewery Merchants Logistics Co., Ltd., and the two sides launched comprehensive cooperation in the logistics field. Since the cooperation, Tsingtao beer has been transported to other places at a speed of more than 30% than before. Consumers within 300 kilometers of Shandong province can drink the same day's beer, and consumers outside 300 kilometers can also drink the same day's beer. It takes about three days to drink Tsingtao beer. In the "total freshness management" of Asahi Beer, to achieve the goal of delivering it to customers within 8 days of production, it is necessary to consider the inventory of wholesalers. If the factory is controlled within 5 days, the wholesaler must deliver the goods within 3 days, otherwise the target will not be achieved. Therefore, the company decided to control the shipment after considering the inventory of wholesalers and other factors. In order to implement the freshness management scheme, Asahi Company made an overall adjustment to the management system.

6. Socks, plates and IBM's supply chain management. You may have seen the story of socks, hats, pants, rabbit plates on TV. At the end of this scene, IBM's advertisements always make people feel mysterious. This is very important. Ruiz, director of market management for IBM SMEs, said that the so-called supply chain refers to the integration of logistics and information in the whole process from product design to final customer delivery. Suppliers of raw materials and parts, product manufacturers, transportation and distribution companies, retail enterprises and after-service enterprises have all become supply chain entities that provide products and services to end consumers. And supply chain management is the cooperation between business and other enterprises in the supply chain to operate, manage and optimize the supply chain, * * * to provide customers with quality products and services, * * * to reduce costs and inventory, and to win the market. Supply chain management can be simply summarized as one sentence, that is, let customers get the right products at the right time, at the right place and at the right price. The confusion of socks, hats, trousers, immunity and plates on TV shows the importance of supply chain management. This is very important. Ruiz emphasized that the key to future market competition is not the simple strength contest between enterprises, but the competition between enterprise supply chains.

7. Buy beer and supply chain Take buying beer in a nearby liquor store as an example. Of course, buying beer is not limited to nearby liquor stores, but can also be bought in supermarkets, convenience stores and discount stores. How does the beer displayed in the retail store reach the store before the consumer gets it? To produce beer, beer manufacturers must first buy barley, hops and other raw materials for brewing. In order to keep the freshness, the brewed beer needs to be transported to the retail store quickly through various circulation channels. Small liquor stores purchase goods through wholesalers, while large chain retailers purchase goods directly from manufacturers without wholesalers. In this way, generally speaking, a commodity arrives at the hands of consumers from the place of origin, and the following manufacturers and related personnel participate in turn: ① supplier (place of purchase); 2 manufacturers; 3 wholesalers (professional logistics); 4 retailers; ⑤ Consumers. In this way, we call the connection (chain) of these related enterprises and personnel (stakeholders) closely related to supply "supply chain".

8. Scenario category: analysis of the purchase process of air conditioners purchased by customers.

9. FedEx can do this to help Julie, a beautiful woman with a big mouth. In The Runaway Bride, she plays a runner who runs away from the wedding many times and jumps on a FedEx truck. The running FedEx truck and the bride are both frustrated and somewhat comforted-she will definitely appear somewhere, because FedEx can do this. (owned by FedEx)

10. the history of UPS 1907. Jimmy Casey, an American, borrowed 100 from a friend to set up United Parcel Service (UPS). At first, UPS only had a Ford T-truck and several motorcycles, mainly transporting goods for Seattle department stores. But now, UPS has developed into a giant company with 654.38+0.57 million ground vehicles, 665.438+00 self-owned or chartered flight, more than 330,000 employees worldwide and an annual turnover of 27 billion US dollars. It handles 6.5438+0.3 million packages every working day and transports 3 billion packages and documents every year.

1 1. How much is the logistics fee for a bottle of beer?

There is a lot of understanding about logistics costs.

People often say that "logistics costs have increased". Logistics fee has many meanings, which need to be correctly understood, such as social logistics fee. The logistics costs of enterprises and commodities are different. Social logistics cost refers to the logistics cost that occurs in all social and economic activities. Enterprise logistics fee refers to the logistics fee paid by production enterprises, wholesale industries or retail industries in carrying out economic activities. The logistics cost of goods refers to the logistics cost spent in the whole logistics process of goods from manufacturers through retail to consumers.

There is another question, that is, whether the logistics fee is absolute or relative. The absolute quantity is expressed in money, and the relative rate is expressed in percentage. In enterprises, the logistics cost of enterprises is generally calculated by the ratio relative to the turnover. It is natural to calculate the logistics cost of operation in this way. The logistics cost of goods can also be reflected by the ratio relative to the final price of goods.

Drinking beer is equal to "drinking logistics fees"

What we are most interested in is the proportion of logistics fee to commodity consumption price. Let's look at the logistics cost of beer. When it comes to beer, you can often hear such a saying: "It's like drinking taxes" and "It's like drinking logistics fees". This is probably because beer is a commodity with high logistics publishing.

In the second year of Heisei (1990), the price of beer increased. The director of a brewery talked about the price increase of beer when interviewed by the news media. He said, "In short, it is because the car freight has increased by nearly 20% ..."

In this regard, the news media and consumers did not take it seriously, but people related to automobile transportation were angry. They said: "The impact of the increase in car freight on beer prices is only 65,438+0% or less at best. Listing automobile freight as the primary reason for the price increase of beer is tantamount to imposing the crime of price increase on the automobile transportation industry. "

Before introducing the logistics cost of beer in detail, I want to talk about the transformation of logistics cost first. Because of rising costs, logistics costs are also rising. Of course, this increase is only an absolute amount, and the proportion of commodity prices has not changed, because the prices of commodities themselves are also rising.

In short, in order to maintain business and increase costs, enterprises have to change prices, so the ratio of price to cost is always maintained at a certain level. The relationship between price and cost. It is generally believed that all goods are of this level.

However, the logistics cost of beer is slightly different from the figure below. The Ministry of International Trade and Industry once conducted an investigation on the logistics cost of beer, and thought that the logistics cost of beer accounted for 16.5% of the commodity price. That is to say, if you buy a bottle of beer of 300 yen, about 50 yen is the logistics cost, and most of the logistics cost is the transportation cost and packaging cost. The high packaging cost is due to the characteristics of beer, that is, unique packaging materials such as beer bottles and plastic boxes go to the market and users with beer.

Beer is an extreme example, and the logistics cost of general consumer goods accounts for 6%-8% of the commodity price. The logistics cost of daily groceries accounts for 7.47% of the commodity price, food accounts for 6.33% and clothing accounts for 6.49%. However, the actual feelings of consumers are higher than this ratio.