NIKE uses logistics to create "Sports Commodity Kingdom
Zhao Yang
As the world-class honor, NIKE knows that the competitive conditions have changed, and the world-class logistics level must be used to respond to market demand.
In this seasonal industry in the garment industry, the decisive role of logistics is being strengthened. Nike created a "Sports Commodity Kingdom" by the transformation of the logistics system. Logistics spreads around the world NIKE Quick Response Market Needs Nike Very highly focused on its logistics system construction, tracking the development of international advanced logistics technology, and upgrading its system in time. Nike's logistics system has been very advanced in the early 1990s. In recent years, it has become a long-term development, which can be said that its logistics system is an international leading, efficient goods distribution system.
NIKE is on the global layout logistics network. Nike has three distribution centers in the United States, there are two in Memphis. In 1983, in 1983, Tennes, West Prefecture, is the largest self-distribution center in 1983. As part of the expansion, NIKE established a warehouse of three-layer shelves and installed a new automatic replenishment system, making Nike to ensure that goods within 48 hours after the user issued an order. Nike produced products in the Asia-Pacific region, delivered to the United States in the United States through the sea, and then transported Memphis with its railway dedicated lines, and finally arrived at Nike's Distribution Center. All hats, shirts and other products are sent from Memphis to the United States. Send 350,000 to 500,000 units every day.
NIKE's marker became the most recognized sign in the world. Excellent marketing methods, cooperation with the world's top athletes, making Nike still leads the brand of sports business. As its world-class honor, Nike knows that the logistics conditions have changed, Nike needs to make some obvious changes in tactics and strategies. For the Memphis Delivery Center, when a certain two factors make its distribution demand beyond its design throughput, NIKE has developed a new work strategy.
"We abandoned the warehouse technology in 1980, which has the latest technology," Nike Memphis Homabard Mark Dennington said, "This includes the upgrade of the warehouse management system (WMS) and a new set of material transfer processing equipment. We need to increase through Ability and inventory control ability. At the same time, we must do our best to get benefits from automation without generating waste. "The Memphis Distribution Center has added four storage area, making the total storage area of 1.25 million square feet. Added a new shipping system and another 13-mile conveyor belt, in order to apply large-scale than the merchandise box, a flap sorter is also added. The real-time warehouse management system is used, and the hand-held and vehicle-mounted wireless data exchanger makes paperless sorting operations now possible. The throughput capacity has been more than doubled, from 100,000 pieces per 8 hours to 250,000, the highest daily workload is 750,000.
In addition to outside the United States, NIKE has also strengthened the construction of logistics systems in Europe. Nike has more than 20 warehouses in Europe, located in more than 20 countries. These warehouses are independent of each other, which makes NIKE customer service unsatisfactory. In addition, the warehouses in the countries are only prepared for their consumption, which also makes it a flexible discount. After a cost analysis, Nike decided to close all its warehouses, only build a distribution center in Meerhout in Belgium, responsible for distribution in the entire European and Middle East.
The center began operations in 1994 to see the table. Later, with the rapid expansion of Nike in the European market, traffic quickly exceeded the supply capability of the distribution center, NIKE decided to expand its distribution center. Nike and Deloitte have jointly developed an operation plan for the construction, design and implementation of the European Delivery Center. Its distribution center has a first-class logistics facility, logistics software, and RF data communication, thereby enabling it to quickly transport its products to Europe.
In addition, since the same problem, Nike decided to consolidate its distribution foundation in Japan to support the domestic market. After the company selection, the company designed the world's most advanced facilities, which meets the needs of sales of sales in the next seven years. Due to the high land price of Japan, they plan to build high-density distribution centers, which is more suitable for advanced distribution center control systems --ASRS. It also consolidates the Korean distribution center to support its domestic market.
Using e-commerce logistics solutions
Some logistics business outsourcing
In early 2000, Nike began in its e-commerce website WWW. Nike. COM is sold directly to the consumer product sales, and expands the function of providing product details and shop locations. To support this new business, the UPS Global Logistics implements a fast service from the virtual world to the consumer home. In the United States, Nike. CoM became the largest customer of UPS. "We want to make each order successfully achieved", Nike's new business executive Mary Kate Buckley, "UPS global logistics is an experienced, international professional, trusted service provider." UPS global logistics accept NIKE . COM overnight, the second day delivery order, also attaches inventory management, backhaul management, and management of a customer call center. The UPS stores a large number of NIKE shoes and other sports supplies in Louisville warehouse, completes a batch of orders every hour, and transports these NIKE supplies to the aviation hub. In this way, Nike not only saves people's expenses, but also accelerates capital turnover.
Nike's partial logistics business outsourcing, one of which is Menlo. The company is a large company engaged in all-round contract logistics services, its business scope includes the planning and management of cargo transportation, warehousing, distribution and integrated logistics. The company has 3,500 employees, annual transport batch reached 2 million, and the transport is equivalent to 11 billion pounds, and has 8 million square feet of warehousing facilities, business activities throughout 50 states and Canada, Latin America, Europe and the Pacific. Region, its customer group includes 50 large international companies, such as IBM, NCR, HP, Dow Chemistry, AT & T, Sears, etc. "Our goal is to establish a comprehensive and efficient supply chain in the world," Menlo said.
Nike's partner in Japan-Rock is a comprehensive trading company, one of the world's top 500, the company's annual trade volume is $ 71.5 billion. It is mainly responsible for the production, sales and logistics business of NIKE products in Japan. For companies that focus on logistics, and logistics infrastructure perfect, the original logistics system is transformed to adapt to new business needs, and for Adidas, it mainly enables its logistics business to third parties. Logistics company. What strategy is taken mainly on the long-term effects of the operational costs and service levels of the transformation and outsourcing. But for new business models, such as B2C, because of their logistics operations, they have chosen the form of outsourcing to reduce service costs and obtain good customer service.
Regardless of work efficiency and service level, NIKE's logistics system is very advanced. Its strategic starting point is served by a large-scale distribution center on a consumer area to achieve scale benefits. Nike also pays great attention to the progress of logistics technology, actively adopting new and efficient technological, new scientific management methods to reduce costs and improve work efficiency.
Analysis believes that foreign advanced enterprise logistics systems have only been well applying and developing only based on its good social logistics environment. my country has restructed the development of corporate logistics due to the unomiscited social logistics environment. Logistics concept is poor, so that most of the domestic enterprises have not realized the strategic plan to establish logistics competitive advantage, such as Baleno and Jeanswest, which is still the original "warehouse plus automotive" model; even if it recognizes the importance of logistics, such as Submerged groups, due to the lack of social logistics environments, can only carry out appropriate transformation on the existing basis. These companies' logistics models are not allowed to compare the logistics model of multinational companies such as Nike. However, it should also be seen that even Nike, the company like Adidas has arrived in China, but only the social logistics environment can only adopt a countermeasure suitable for China's logistics status. China has accelerated logistics development.
NIKE introduction
Nike was created in the early 1970s, and in just 10 years, Nike became the largest footwear industry in the United States in just 10 years, and established a kingdom of sports with its own brand. This year, Nike sponsored 8 national teams participating in the 2002 Korean World Cup.
Nike does not have any product production capacity, but relying on a global network responsible for product design and development, manufacturing, packaging, transportation, sales, etc., to send NIKE shoes to consumers around the world. Manufacturers are productive in production of "NIKE" brand in licensing. The company's intention and investment in its R & D department, is not an institute of universities. Nike started with electronic data exchange using electronic data exchange and its supplier, the conditions, colors, and quantities of the garment were placed in an EDI method, and the delivery period was shortened to 3 to 4 months. It also requested the woven fabrics of the cloth to the US main company to report the newly developed fabric, and the designer chooses the appropriate fabric design as the garment style, then place the form to produce the garment manufacturer; and clothing used by the garment manufacturer also It must be produced by Nike approved by Nike. In this way, the weaving factory must plan new products early for NIKE. However, because the cloth is designated by the buyer, the buyer gives the contractor to be booked, and the delivery date of the garment manufacturer is shorter, from the past 180 days to 90 days.
NIKE NIKE shoes produced in China returned to the US market. NIKE's business model in China is based on agents, and a small part of the business has opened its own business. Like Daoji, Rena, Entities, Anti-Japanese Agency is Nike. NIKE China Office has opened two order meetings in Shanghai each year. According to the sales of China's market and the company's overall business policy, the quota of each agent company is formulated, and each agent is ordering according to its own situation.
NIKE is mainly road transportation in China, and there are small parts involving air transport. Overseas products Entrust Third-party logistics companies directly from the Warehouse, such as Beijing, Shanghai, in China's main city. Products produced in China also entrust the third-party logistics company to transport the road freight to the NIKE office in China's main city. This part of the transportation, the storage cost is borne by Nike.
For NIKE, you don't do it, the transportation process is completed by the third-party logistics company. Transportation costs only bear the link from the origin to the regional office, and the warehousing is its own management. The main function of the warehouse is that as the warehouse of the company directly under the store, it is not a warehouse for every agent; another important function is to transfer the warehouse. After the product is transported to the regional warehouse, the agent will immediately come to pick up the goods to his warehouse. So it is used to use the transit library. Each agent company self-contained vehicles, to the local office of NIKE, transferred to their own warehouses, and transferred to the various stores of the agency. This part of the transportation, the warehousing is completed by the agent company, transportation, and storage costs are responsible for the agency. This article is provided by the author to the AMT Author Contact: zhaoyang77273@163.com
