Knowledge about Anta Logistics
Enterprise management is the general name of a series of activities such as planning, organizing, directing, coordinating and controlling the production and operation activities of enterprises, and it is the objective requirement of socialized mass production. The following is my knowledge of Anta logistics, hoping to help everyone.
With the development of economic globalization and the rise of network economy, the global logistics service industry is accelerating. The average annual growth rate of global logistics is over 7%, which is higher than the GDP growth rate in the same period. However, it should be noted that there is no statistical index system for logistics industry in China. It is necessary for China to promote the formation and development of logistics industry, whether from the perspective of integration with the global economy or from the perspective of the demand for logistics services in China's market. Below, I will share the knowledge about Anta logistics for you, hoping to help you!
in China, most logistics enterprises have some problems, such as low quality of work, limited service content, primitive and single service methods, arbitrary service items and charging standards, small organization scale of logistics enterprises, lack of necessary competitive strength, low management level of logistics enterprises, and the quality of logistics services needs to be further improved. Most enterprises can only provide single or segmented logistics services, and cannot form complete supporting logistics services. The level of infrastructure, technology and equipment is backward, the level of informatization is low, and professionals are scarce.
Anta Sporting Goods Group (formerly Guangdong Anta Sporting Goods Co., Ltd.). The mission of Anta Company is to inspire people's desire and strength to break through with sports. Committed to the creation of professional sporting goods, let sports change life and pursue a breakthrough in a higher realm.
Anta products have won the favor of operators and consumers with their unique style, novel style, excellent quality, reasonable price, good after-sales service and scientific business strategy. Anta has the passion to create the largest distribution network of sporting goods in China, in order to realize its internationalization.
Keywords: supply chain, third-party logistics, the supply chain is around the core enterprises, through the control of information flow, logistics and capital flow, starting with the purchase of raw materials, making intermediate products and final products, and finally delivering the products to consumers through the sales network, bringing suppliers, manufacturers and retailers. Until the end users are connected into a whole functional network structure mode.
the so-called third-party logistics refers to a logistics operation and management mode in which production and operation enterprises entrust their own logistics activities to professional logistics service enterprises by contract in order to concentrate on their main business, and at the same time keep close contact with logistics service enterprises through information systems, so as to achieve the management and control of the whole logistics process.
1) standard logistics operation. The logistics department of Anta Company operates the sales logistics of all its products, including the logistics distribution of shoes from the factory to the store and clothing from the distribution center to the store. When talking about the efficient operation of his department, Xun Wei immediately came to the spirit. After the products are put into storage, they are all arranged by the logistics department.
first of all, the products in the warehouse must be "identified". If they meet the receiving requirements, they will be confirmed in the SAP system according to a pre-entered purchase order. In order to clarify such a process more clearly, a small example is given here. If the purchase order indicates that the quantity is 1 million pairs of shoes, and 15, pairs have been put into the warehouse this time, confirm the 15, pairs first.
after confirmation, the computer in the sales department immediately shows that these products have been put into storage. Immediately, the sales department will place a delivery order, and the logistics department will match the new products in stock according to the delivery order, and then send them to all parts of the country through trunk carriers and agents.
Anta has more than 2,3 stores and 43 outlets in China. When the products come out of the warehouse, most of them flow to the distribution center of the branch or the warehouse of the dealer, and a small part is sent directly to the store (a small-scale dealer may only have one store and no warehouse).
The logistics distribution time of Anta products, that is, the national distribution time in transit is 4.5 days, which is less than half a day compared with the well-known Haier logistics in the industry. Compared with the international famous brand Nike's logistics distribution time of 7 days in China, Li Ning is much ahead. Take Beijing as an example.
The products of Beijing Inner Anta Company are delivered by the logistics department of Anta Company. The distribution center distributes goods according to the needs of different stores, and sends them several times a week. Every time what goods are sent, they are written into the agreement. This is actually an internal logistics service agreement. As an internal customer, the specialty store regards the distribution center as a logistics service company, and the service level is required by the standards of the logistics company.
The specialty store knows how long it takes to distribute goods and what kind of goods can be placed, so it won't ask for sending a pair of socks to Tongxian, because the required quantity is 12 pairs. Not only that, but also the troubles of uneven goods and deployment between stores are avoided to the greatest extent. 2) The first key to choosing a third-party logistics company is about choosing a logistics company: don't look for the biggest one, just find the most suitable one.
Many domestic shippers are always superstitious about large-scale logistics companies, but they don't consider whether they are suitable for them. At this point, Anta Company has its own understanding.
The logistics service providers selected by Anta are medium-sized logistics companies or transportation companies. When choosing carriers at the beginning, Anta company values scale most. However, with the deepening of cooperation, the logistics department has gradually discovered that carriers with too large scale not only have high costs, but also may weaken their management because of their many grades. Moreover, because it is too big, the proportion of Anta's goods cannot occupy an absolute advantage, and the expected value of attention is far from that of the company.
Later, Anta chose some medium-sized logistics and transportation companies as partners, and this situation was greatly improved. Anta's goods are highly valued, and logistics companies do their best in service. Anta took the opportunity to add a clause in the logistics carrier contract: In any case, Anta's goods will be delivered first.
In the past two years, because the enterprises that won the bid in the past have done better, Anta Company has done less bidding for transportation except for eliminating and filling the position. After all, changing the carrier means changing the route, which is also painful for Anta, which is constantly running at a high speed. There are about 1 major carriers that cooperate with Anta, which are divided into two categories: one is dedicated carrier and the other is logistics company.
In areas with large cargo volume, Anta Company will manage and direct the carriers by itself; If the cargo volume is not large or the carrier's ability is not enough, we will find a professional logistics company as an agent, and there are some carriers under the agent to deal with the different markets of Anta. If we say that the first two points are that Anta Company controls transportation from a macro perspective, then the performance evaluation, elimination of the last place and tracking control of carriers are implemented from a micro perspective.
the confidence of "anything is possible" comes from the meticulous grasp of details. 3) The difficulty of informationization to help logistics lies in making things really flow. Anta Company chose informationization as a help. In 2, the sales of Beijing Anta Sporting Goods Co., Ltd. was US$ 85 million. In June of the same year, Anta Company introduced R/3 software 3.1I and AFS (Clothing/Footwear Solution) 1.D from German SAP to establish enterprise ERP system.
Anta's sales are expected to reach $121 million, with 2% business growth for three consecutive years. In 22, at the same time, the R/3 standard system of Anta Company was upgraded to 4.5B, and the clothing/footwear solution was also upgraded to AFS2.5B. The ratio of these two distinct data can reflect the effect of ERP system after its implementation in Anta Company. Imported ERP makes the production and sales of Anta company more standardized and efficient.
therefore, Anta, who tasted the sweetness, spared no effort to carry out informatization to the end and implement every process of the company's business. In order to cooperate with the implementation of the logistics system, Anta Company adjusted and optimized the original process on the basis of ERP information system and cooperated with the logistics implementation project in order to achieve better application effect. For the new logistics information system to be launched soon, its significance is: "By improving the information management system, we can speed up our logistics distribution and distribution and reduce the cost.
after the system is launched, the sorting accuracy will be higher, and the time from order delivery to goods delivery will be greatly reduced; At the same time, it will greatly save the storage area and increase the storage capacity. We don't intend to rent a bigger warehouse, and the existing reconstruction foundation can already meet the demand; Future transportation control also depends on the means of electronic information system. " Anta has a great saying: Don't be "Nike" of China, but "Anta" of the world.
Anta market research report
Anta brand is not only a logo, but more meaningful and associative than a logo. Ann, start a business with peace of mind. Step, be practical. Anta brand is an objective and direct text, stating its enduring brand roots. The spirit of Anta brand has transcended the national and cultural boundaries, and has integrated the "sports spirit beyond self" into everyone's life. Start a business with peace of mind and be a practical person. It is the origin of the name "Anta". Anta's target market positioning is ordinary young people, high school students and college students living in second-and third-tier cities, who work hard at the bottom of the workplace and are eager to get ahead. They need to find a channel for self-expression and ostentation to release themselves. This channel is young people who are athletic, have the spirit of never giving up, pursue individuality, be fashionable and make public, and value brands.
"Anta" has changed from producing single sports shoes to producing sporting goods, and its product structure has expanded to sports shoes, sportswear, hats and socks, bags and so on. At the same time, re-create the "Anta" store model-sporting goods store. This is a new stage in the development of Anta.
Anta is in a middle position in the similar market. Anta pursues the development trend of the first-line brand of China sports brand, but his advertisement is mainly aimed at the domestic basketball league to promote the brand coverage and make China people more nationalized. However, like Li Ning and Peak, it means something about international integration. Therefore, in terms of brand effect, after all, the brand history is limited, and it can only go with the flow without capital as a leader. The market positioning is a mid-range state-owned brand, and the brand has a certain impact on the low-end mass consumer groups.
In 1994, the logo of Anta was first hung in front of a shoe-making workshop in Jinjiang, Quanzhou, Fujian. After more than ten years' development, Anta has developed into one of the largest marketing-oriented comprehensive sporting goods enterprises in China. Ding Zhizhong, the leader of Anta, was named as the 17th "Top Ten Outstanding Youth in China" because of his special contribution to China sports.
Anta (China) Co., Ltd. was founded in 1991. Over the past ten years, Anta Company has been adhering to the business philosophy of "starting a business with peace of mind, being a down-to-earth person and creating a century-old brand", and through unremitting efforts, it has developed into the largest comprehensive sporting goods enterprise integrating manufacturing and marketing orientation in China.
A garden-style industrial park covering an area of more than 1 mu with 1 modern production lines is located in Jinjiang, a beautiful hometown of overseas Chinese. These 1 production lines, all managed by computer, have been fully put into use since January 24, which has improved the research, development, production and distribution of high-end products of Anta by leaps and bounds.
Anta's image spokesmen range from Kong Linghui, the Olympic champion in 1999, to Feng Kun, the famous NBA star Scola, the captain of China team, the world table tennis champion Wang Hao and the potential CBA player Wang Bo. The strong sports star lineup has shaped and enhanced Anta's professional brand image.
1. Macro-environmental analysis
(1) Economic environment: After more than 2 years of development, by 28, there were more than 4 million sporting goods enterprises in China, and there were about 25, sporting goods enterprises with a certain scale. It has become the largest sporting goods manufacturing country in the world, and it is the country that can independently produce the largest variety of sporting goods in the world. From January to November, 29, enterprises above designated size in China sporting goods manufacturing industry realized the main business income of 64,66,176, yuan, an increase of 6.29% over the same period of last year. The total profit was 1,975,326. thousand yuan, an increase of 56.9% over the same period of last year.
(2) Cultural environment:
1. With the continuous improvement of people's living standards, people pay more and more attention to health awareness, and the sports atmosphere is getting stronger. In recent years, various international sports events hosted by China have attracted a lot of attention at home and abroad. The social demand for sporting goods is growing day by day, and people's demand for leisure sportswear is increasing.
2. The state has strengthened the construction of sports cultural infrastructure, providing people with more convenient places.
3. As college students, the school offers various physical education courses, and students' enthusiasm for sports is relatively enthusiastic, which promotes the development of sporting goods such as casual clothes and sports shoes.
2. Micro-environment analysis
In 25, Anta established the first sports science laboratory in the sporting goods industry in China, and successively launched a number of professional technologies, such as double shock absorption technology, moisture absorption and perspiration technology in the clothing field and "three defenses" function, new shock absorption technology, lasting shock absorption insole, elastic arch structure, ultra-light EVA material and so on. At present, Anta has 3 patents, and 43 patent applications were accepted last year, including 4 invention patents and 3 utility model patents. Anta's scientific and technological research and development strength has been in a leading position in China.
in March 21, the comprehensive market share of the top ten brands in sportswear market was 74.9%, and the brand concentration was relatively high. NIKE and adidas continue to occupy the first and second positions, and their comprehensive market share exceeds 2%; The comprehensive market share of the third KAPPA is 9.2%, and that of the fourth Li Ning is 8.42%. The comprehensive market share of the fifth to tenth brands is less than 5%, followed by Jordan, Nike 36, 361, Puma, Anta and converse.
The top ten sports shoes brands in the world rank 1, (Nike)-USA 2, (Reebok)-UK 3, (Adidas)-Germany 4, (Puma)-Germany 5, (Fila)-Italy 6, (Mizuno Mizuno)-Japan 7, (. (Diadona Diadora)-Italy 1, (Lotto, Le Tu)-Italy
According to the survey report, The following nine sports brands are the most popular among college students:
1. nike)- USA (including converse) 2 adidas)- Germany 3 Anta-China 4 Li Ning-China 5 Puma-Germany 6 Back-to-Back-Italy 7 umbro-Britain (acquired by Nike) 8 NB New Balance-