Move Up And Let The Stock Have More Sense Of Bones!

In the H Brand Company of Wanyuan Road, Shanghai, a room of 100 square meters has been vacated for product display, which displays more than 1000 kinds of products in the company.

From the material of milk bottles to the design of baby nail clippers and the styles of baby clothes, Hai Quan, deputy general manager of H brand, is very familiar.

H brand is a leading brand in the baby clothing industry in China. It comes from Taiwan. Now it has 20 offices and nearly 200 stores in the mainland.

Although the scale is not very large, the "little sparrow" has a complete "five zang organs", from raw materials procurement to processing of goods, and the supply chain's lengthy links remain unchanged.

But the particularity of the industry has also brought many management difficulties to the H brand. "Our products in the baby clothing industry include clothing and daily necessities, and management has its own uniqueness," Wang Haiquan said.

In the distribution link, baby clothing is multi-dimensional management according to brand, season, color, size, material, series and style, and various dimensions are grouped in management. For example, yellow in color group contains more than 10 kinds of yellow, dark yellow, yellowish, light yellow, mango yellow and so on. The size group also has children's clothing, underwear, cotton, accessories, adult clothes, etc. each dimension has dozens of hundreds of files.

There are many varieties and items of baby products, but the unit price is low, but the number of sales pens is high.

At the same time, there are warranty requirements for the toiletries, so we need to remind them before the expiration date so that the branch offices and stores can advance the sales clearance.

In addition, in the production process, because of the complex production process, involving a wide range of processes, each processing process is not the same, which has increased the difficulty of enterprise management.

The company, which is now listed in Taiwan in September next year, has broken through many industry bottlenecks, such as "zero inventory" and "five days' earnings report".

This not only makes the H brand fine in the supply chain control, but also strengthens the synergy of the upstream and downstream businesses, which reduces the risk of dealers and suppliers to a certain extent.

Ordering will guide production.

Li Qiang, deputy manager of the Consulting Department of Shanghai H brand Trading Co., Ltd. has been busy all the time.

In July 18th, the order of spring and summer clothing will be held in Shanghai in 2012. Hundreds of agents and distributors will come to the order to place orders.

Li Qiang's department is responsible for collecting the orders of agents and distributors, and screening according to the quantity of purchase, and finally, the final purchase list is reported to his factory or upstream supplier.

Every year, a similar ordering company will hold two times.

Before the order meeting, the design department of the company needs to design new products and "proofing", and list the goods that can be purchased into a catalog for dealers and distributors.

Garments and articles can only be put into production or purchase only when the quantity is ordered. The standard samples can be automatically converted into official products, and the order reaching the standard will be changed to official order.

In Wang Haiquan's view, two orders a year will be an important way to reduce inventory pressure.

Before ordering, agents and distributors should analyze the sales data of the previous year and predict the sales performance in the coming year.

This is the first step for the company to achieve "zero inventory" plan, that is, the accuracy of orders, to ensure that every order is the effective demand of consumers.

In fact, in this industry, every large scale enterprise will have a similar order meeting.

However, most of the other brands will have the commodities and quantity supplied to the various regions in the next quarter before the order meeting, and the data of the order will be used as a reference for company decision making.

This way of ordering may lead to a large number of invalid stock, which is actually pferring the brand risk to the agents and dealers.

"For example, the same pattern and color of children's clothing, agents and dealers feedback data shows that the size of the goods in northern China is generally large, while the size of the southern region is relatively small, these data can not be allocated by headquarters decisions," Wang Hai Quan said.

In order to minimize invalid inventory, the H brand orders each time, in addition to inviting agents and distributors to participate, it also requires all regional directors of the company to participate.

There are two channels for the sale of H brand: one is the counter operated in various department stores, and each commodity has its own regional director in the selling city.

The other is agents of large and small size.

The H brand treats its direct business in each region as an independent team. It needs to collect market information as well as agents and distributors, and place an order six months in advance.

Let "invalid stock" become "effective stock".

One day, the new mother Zhang went to the H brand counter shopping in Bailian city. She ordered a baby dress, which was sold in this store before, but the size is sold out.

At this time, the store's salesperson will upload the purchase information to the backstage through terminal POS. The supervisor will be responsible for checking the inventory information of several nearby H brand stores through the ERP system, and find the children's clothing with the specified style in the nearby Yangpu Daxiang store, and send it to Xiao Zhang through the same city logistics.

Similar scenes have appeared in almost every H brand store.

This small range of goods pfers are usually supervised by the H brand store. Within the jurisdiction of the store supervision, they can see the inventory information of the 10 stores they are responsible for, and carry out the cargo pfer within their jurisdiction.

But the uncertainty of the clothing industry is that even if we have done very detailed data analysis and prediction before, it is inevitable that a product will sell well in a certain area, but it will not sell well in another area.

In the H brand management structure, there are also one, five, seven and nine departments, which are responsible for Shanghai, Zhejiang, Jiangsu and other markets.

There are other departments at the top level, which are responsible for the eastern and southwest regions.

Therefore, once a commodity appears to be selling very well in Shanghai, there is still a large stock in Zhejiang.

The head of the company will be responsible for coordinating the pfer of relevant goods. After weighing the cost and benefit, the company will cooperate with the logistics company to pfer the goods.

In order to ensure the timeliness of the pfer of goods, H brand and logistics company's contract stipulates the "T+3" content, that is, within three days to send goods to.

In order to reduce the flow of goods in the pfer process, H brand is also carrying out a flat management structure adjustment.

Li Qiang told reporters: "on the top of his information department, there was also a branch level management, between the Department and the Department, but in the recent adjustment of the management structure of the company, this level was abolished and the Department was directly responsible for the Department."

There are Tai Ling, Dongling and other external suppliers on the upstream of the H brand. Tai Ling is the main supplier of H brand, Dongling is a supplier of imported goods, and the external supplier associated with H brand is only responsible for the supply of packaging.

In order to adapt to the fast response characteristics of baby clothing products industry, Shanghai Tai Ling is mainly responsible for the production of products. H brand is mainly responsible for product marketing, and is a set of people in management and operation, which is responsible for the business of two companies respectively.

In marketing mode, according to "headquarters + office + direct counters" distribution retail channel management mode.

Five days to see reports

After years of intensive cultivation in mainland China, the H brand has now identified a plan to return to Taiwan, and the company's financial pparency and concise flow requirements also follow.

After inspecting the management process of some listed companies, H brand chairman put forward the goal of "five days to look at the statements".

In the H brand store of Xuhui District Hui Hui square in Shanghai, the reporter saw that the 3G cash on Internet card has been installed in this store's cash register, which can send every sales document to headquarters in real time and achieve the quickest report summary.

The more than 200 stores across the country downloaded the latest goods and price information, commodity inflow notice, promotional activities and notice of the company through the POS system every day, and completed the scanning, warehousing, scanning and checking of inventory on POS.

At 10 a.m. on the second day, Wang Haiquan, who sits in the office of H brand Shanghai headquarters, can see the sales and inventory situation of most stores before the day.

"At the end of the year, the company always found a lot of goods missing.

Finally, the company spent a lot of energy to check and found that the accuracy of supply chain process is not enough, such as the goods that should be stored in the store were pferred to other areas directly, "Li Qiang said.

For the H brand, errors in the previous supply chain, including Cross shipment, may lead to unnecessary inventory pressure.

Now, by reducing manual links, we can reduce the error rate through strict auditing process.

The review function of the system is strictly controlled by shipment, and the accuracy of warehousing is ensured through strict warehousing control in the system.

In the special period, we can make early preparation and early arrangement, and there is no pressure on inventory and logistics.

One of the things that H brand is going to do next is to connect the H brand information system with upstream suppliers and downstream distributors, and integrate purchasing and distribution into a company's system to further implement the company's "zero inventory" plan.

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