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Nike China Logistics Center Has Enabled &Nbsp To Break The Bottleneck Of Revenue Multiplication

2011/2/24 16:07:00 72

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By 2015, Nike hopes to achieve the goal of doubling revenue in the Chinese market, that is, the sales volume of the Chinese market has increased to about 20 billion yuan in 2010 from 10 billion yuan to 20 billion yuan. Whether the target can be achieved will largely depend on the speed of processing orders by Nike. After the opening of the logistics center of Nike in Taicang, Jiangsu, the problem of the timely sale of Nike products is expected to be eased to a certain extent.

Ma Gang, a market watchdog, told the first financial daily:

Nike

There are some large dealers in the domestic market, such as BELLE, but sometimes we will find that although some of Nike's products are selling very well, and there are no goods in BELLE's stores, this is equivalent to making money opportunities.

In fact, not only Nike, but also other sports brands in China can not keep up with the distribution of goods, many orders can only be abandoned, or the speed of products being turned into cash has been slowed down, not only the performance of sporting goods companies will be affected, but also the tension between sporting goods companies and distributors.

The Nike China logistics center, which was officially launched yesterday, covers an area of 460 mu, with a construction area of 200 thousand square meters, consisting of two parts. One part is clothing products receiving, storing, sorting and shipping. The other part is responsible for the storage and distribution of footwear products. As for Nike, it shows that its clothing products storage and distribution building has 220 thousand largest daily processing products, and the footwear products storage and distribution building is expected to be put into operation in April this year.

Ma Gang said, if the maximum daily processing of 220 thousand garments to calculate, the summer clothing products compared with the autumn and winter prices are cheaper, with the summer clothing estimate, each piece is about 500 yuan, Nike China Logistics Center annual clothing products value will reach about 40 billion yuan, plus footwear products, will be a very large number.

From December 1st to November 30, 2010, the revenue of Nike Greater China was 1 billion 864 million US dollars. Analysts said that China accounted for 80%~85% of total revenue, about 10 billion yuan. After the Nike logistics center was put into use, if the development was normal, according to Nike's target, 2015's revenue would be estimated to be around 20 billion yuan.

Nike has five logistics centers around the world, two of which are located in the United States, Belgium and Japan, and a smaller logistics center located in Korea. Nike announced that the logistics center in Taicang will be responsible for the logistics operation of the Chinese market, including clothing, shoes, sports equipment and Nike golf products. Through the application of innovative technology, the logistics center will shorten the delivery time and optimize the overall logistics operation process.

The people in Nike China logistics center have introduced a variety of advanced technologies.

equipment

And technology, the entire logistics center is highly automated. Through the Nike self developed warehouse management system (WMS), with the help of wired / radio terminal and voice guidance terminal, the logistics center staff can quickly determine the location of a piece of goods in the warehouse, and complete the sorting and packing process. The Nike personage introduces that the fastest time from storage to delivery is only a few hours.

In Nike China

logistics

The center has a total length of about 9 kilometers of conveyor belt. Every time a scanner is placed, the packaged goods are pported on the conveyor belt. After scanning the equipment, the bar code on the packing box will be scanned, recording the location information and connecting the automatic sorting equipment distributed in the various functional areas of the logistics center, so that the products can be sent to different operation areas quickly.

Ma Gang said that the above technology has realized the display of goods' storehouse and the sorting efficiency of goods has been greatly improved. The domestic sporting goods enterprises, including Lining and Anta, do not have the similar technology. Warehousing and logistics has become a bottleneck restricting the further development and expansion of domestic sporting goods enterprises, especially in developing e-commerce and buying 1~2 products online. This order is very small, and it is difficult to do it alone. If there are thousands of such orders, enterprises will be overwhelmed and must be solved by automation.

Ma Gang said: "after the logistics problem is solved, Nike can focus on product development and sales."

Nike refused to disclose the specific investment amount of the construction of China's logistics center.

The source said that the reason why Nike chose Taicang is because the port of Taicang is near the Yangtze River. It is only 50 kilometers away from Shanghai, and has the advantage of convenient pportation. Besides, the land cost is lower than Shanghai, and the price is lower than that of Shanghai, which is only 100 thousand ~20 yuan per mu, which is good for Nike to save money.