From a cup of milk at breakfast every day to every can of milk powder in the process of baby growth... dairy products are necessities for daily consumption of every family. At present, the national dairy market has exceeded 400 billion yuan, but the industry competition is quite fierce. There are not only domestic old brand milk enterprises, but also many foreign brands and local milk enterprises.
Under such competition, the national dairy enterprise "Junlebao" started with low temperature yoghurt and started to set foot in the milk powder market in 2014. Now their market share of low temperature yoghurt, infant milk powder and other products are at the forefront of the same category. Dairy enterprises have a long supply chain, complex collaboration and extremely difficult management: From milk source, production, transportation to sales, there are forage planting and cow breeding in the upstream, milk powder, yogurt, fresh milk and other product lines in the middle, and e-commerce, supermarkets, mother and baby stores and other sales channels in the downstream More than ten links and departments, as well as dealers and stores across the country, Only excellent "management ability" can make the enterprise work together efficiently both inside and outside, and stand out from the competitive market. So, what are the management innovations of the rapidly growing Junlebao? As early as 2020, Junlebao began its digital transformation. Through the construction of a series of digital systems, it connects the whole supply chain from production to sales, and selects WeChat as the unified integration portal of the mobile terminal, which is convenient for employees to use on mobile phones. In addition, as an important part of digitalization, Junlebao also uses enterprise WeChat as an efficient office tool in its internal management collaboration. What innovative uses do they have? The unit price of dairy products is not high, and there are many competing products of the same kind. For consumers, sometimes, when shopping in supermarkets and convenience stores offline, they may buy the refrigerator and shelf at the first sight. Therefore, shelf display has become the "battleground" of various brands. Whether it can occupy a striking shelf position often determines whether consumers will choose you at the first time. The standard and orderly display of store shelves should be ensured by regular "shop tours". In addition to the shelves, the shop tour should also check the warehouse of the store and the storage status of the goods. Because dairy products are easy to expire, if the expired products are not cleaned up in time and bought back by consumers, there may be safety problems and the brand will lose the trust of consumers. Therefore, store patrol is an indispensable basic skill in store management. Many enterprises still have primitive store management, When the shop assistant is in the store, he can only record the shelf, warehouse and other information in the small book he carries with him, Take some photos of the scene with your mobile phone. I visited 20 or 30 stores during the day, and had to go back to the office at night to report them in Excel, which was particularly troublesome. When sorting out store photos There are hundreds of photos in the book. I have forgotten which one was taken in which store Junlebao realizes the management of dealers and stores through the SFA store management system. In order to reduce the burden of the shop inspector, make the shop inspector more flexible and efficient, and connect the system with the "collection table" of enterprise WeChat.
For example, during the store tour, Junlebao often has some personalized "special store tour" needs, such as a separate inspection of a promotion activity, whether the store has implemented in place? Is the periodic sales target in a region achieved? Special inventory spot check At this time, Junlebao will use the enterprise WeChat "collection form" to quickly report, to quickly collect store information. The enterprise WeChat collection form is specially designed for "quick collection of information". There are various templates. The enterprise sets the types of questions to collect, which can be directly pushed to corresponding employees, such as front-line shop assistants, or forwarded to WeChat. Employees can fill in the form on their mobile phones, which is as simple as filling out questionnaires. More quickly, after filling in the collection form, it can be automatically counted into a form in a unified format, and no longer need to spend time summarizing. Junyue When Bao's shop assistant is in the store, he opens the collection form with his mobile phone and can automatically locate the store address. Then check the door one by one according to the problems set by the headquarters Stores, shelves, warehouses, etc, After visiting one store, you can automatically report to another store. The situation of each store is automatically counted into a table, and you don't need to sort out Excel. In addition, the collection form also supports photo uploading. The uploaded photos will be automatically packaged in the "WeChat disk" folder of an enterprise WeChat. The shop inspector takes photos and uploads the photos of the store, and each store has a folder, so it will not be difficult to tell which one is because there are too many photos. (Note: the names in the figure are fictitious) In this way, the person in charge of the region and the headquarters can also check the overall situation of the store tour in a timely and intuitive manner, or check the store head, shelves, warehouses, etc. through photos. Through the standardized management of stores and the strict control of details, Junlebao firmly grasped the mind and trust of consumers. In addition to managing stores through shop tours, Junlebao also has a firm grasp of sales from stores to dealers from the "data" level. Compared with traditional commodities, low-temperature dairy products have a shorter shelf life. The short is 7-14 days, and the long is no more than a month. Therefore, the sales strategy needs to be adjusted faster and more flexibly: For example, when refrigerated yogurt and fresh milk are on the verge of being unsalable, it is necessary to immediately promote sales and clear the inventory, otherwise they will have to be dumped after expiration, resulting in losses and waste. On the contrary, good sales require timely replenishment. Or, when the seasons change, the southern region may suddenly cool down, and the sales of refrigerated products will suddenly decrease, so it is necessary to timely adjust the shipment volume, clear the inventory, and promote normal temperature milk, warm drinks, etc. Junlebao can see the sales and inventory data of dealers through DMS dealer management system as the basis for sales decisions of the headquarters. However, before data entry into the system, stores or dealers need to spend a lot of time collecting, summarizing and sharing data. too Yes, this process can only be done through Excel. The Excel format of the cashier records exported by each store is varied, and special personnel must spend time to sort them out. With so many stores and thousands of forms, the total amount is huge. If you send one version of Excel and I send one version, it is easy to send the wrong version. Jun Lebao found that they worked Enterprise WeChat has an easy to use "online form", which can achieve multi person collaboration and real-time update. "Multi person collaboration" means that online forms can be filled in together. So long as you decide what data to count, such as product sales during a promotion, Dealers or stores can use WeChat to view and fill in together, and the format of filling in is unified. "Real time update" means that the online form is always the latest version. So the dealers and stores filled in the form and updated it. There was no need to summarize it separately. They successfully updated it every month, up to half a month and weekly, Open the online form at any time and see the latest data. Comply with the circulation cycle of dairy products, and make more accurate and agile organizational decisions Has. (Note: Data and names in the figure are fictitious) The updating and collaboration of online forms are particularly "flexible", It well meets the needs of Junlebao for rapid statistics and flexible decision-making. Since then, Junlebao has also connected the sales data collected with internal CRM and other systems to serve more dimensional sales decisions.
It is precisely because Junlebao can make quick response to the market that it has achieved rapid growth in performance.
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The sales channels were well managed, and orders poured in all over the country, Junlebao also needs to ensure that the production can keep up with the demand, there are goods available, and the production management cannot be ignored. This requires efficient and close collaboration between production, finance and back-end factories.
The "Production Department" should plan: how many products should be produced for each product? Can the daily production capacity of the factory keep up? If we fail to deliver on time, we may lose customers.
The "Finance Department" should pay attention to: how many raw materials does the factory need and how many materials are consumed every day? If there is less, we are afraid of delaying production; I gave too much for fear of waste. Junlebao uses ERP system and Excel tables to solve this problem. The system is used for business financial integration accounting and management, such as daily output, production material consumption statistics, etc; If you need to make more personalized and detailed statistics, such as the data accurate to each production line, you need to use Excel. During this process, Junlebao found that the efficiency of using local Excel was always low. First, the collection is slow. For example, the production daily report can only be summarized by the factory separately. In addition, data sharing is not convenient. The summarized files can only be sent to the responsible colleagues one by one. If the data is refreshed, you need to save a new version and send it again. Is there a way to make collaboration easier and refresh more timely? Junlebao still chose the "online form" of enterprise WeChat.
For the factory, the person in charge opens the enterprise WeChat on his/her mobile phone every day before he/she leaves work, and can fill in the "Daily Production Form" and "Energy Consumption Form" in a few minutes. The online form is updated immediately. No longer need to go to the office from the workshop to find computers and make forms. For the headquarters, this online form is always the latest version. Several factories can fill it out and make statistics. Each department does not need to occupy one person. It is specially responsible for summarizing, which is time-consuming and laborious. (Note: All data in the figure are fictitious) With efficient office tools such as WeChat online documents, collection forms and meetings, Junlebao has optimized sales and store management at the front end, production management and organizational collaboration at the middle and back ends, and improved the flow efficiency of the entire supply chain.
In addition, Junlebao has also integrated a series of digital systems and applications into the enterprise WeChat, and ultimately hopes to realize the digitalization of the whole industrial chain of forage planting - dairy farming - production and processing.
For dairy industry, an industry "spanning agriculture, animal husbandry, manufacturing and service industries", the supply chain is long and the coordination is complex. Junlebao's digital connection between upstream and downstream to improve efficiency is an advanced and inevitable choice. Enterprise WeChat helps all walks of life connect with consumers externally, improve supply chain flow efficiency and organizational collaboration efficiency internally, and run ahead on the "growth" track.![]()
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