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Upgrading Of Shoe Enterprises And Agents In The Process Of Operation

2012/4/11 20:54:00 71

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Jinjiang's Shoes Raw Materials Warehouse Color Matching And Last Type Bulk Inventory Products.

Choose an internationally famous brand to represent its right to develop, produce and sell in China.

First, the overall change brought by this decision to the company's operation: 1, the profit space of the product has doubled at least; 2, the business departments have the autonomy of "killing and killing"; 3, the original factory operation process needs to be reorganized; 4, the quality of the product has become the key to the successful operation of the brand; 5, the fierce competition in the terminal market has greatly increased the company's operational risk.

The concrete manifestation of "overall change" is: 1, business past: passively "pfer" customer information and communicate with customers; mechanically order, order and documentary; now: promote brand, make sales plan, promote market sales, manage regional market and receivables.

2, development aspect: in the past, it is very passive in styles, lines, color matching and last type, basically based on the "professional opinions" of the intermediate customers, and can not feel the direct evaluation of the development of the shoes in the terminal market; now: the styles, lines, colors and last shapes of the dominant shoes, but a pair of them.

shoes

The quality of development will soon be judged mercilessly by the terminal market.

3, procurement: in the past: according to the consumption volume of each order, there is basically no "whole" material inventory phenomenon, but the problem of "chromatic aberration" often becomes a "bottleneck" of the supply failure. Now, the problem of "chromatic aberration" has greatly reduced the purchase, but if the batch purchase plan is unreasonable, it will inevitably increase the unreasonable stock material and backlog the waste of funds.

4、生產(chǎn)方面：過去：訂單周期相對(duì)較長(zhǎng)，一般不會(huì)少于35天，生產(chǎn)周期15天，但由于受前段運(yùn)作(業(yè)務(wù)、技術(shù)、采購)的困擾太大，導(dǎo)致生產(chǎn)計(jì)劃缺乏保證，“出貨”問題給各級(jí)生產(chǎn)主管造成的壓力過大，并且大家的工作方式很明顯都已習(xí)慣“追蹤式管理”為主;現(xiàn)在：由于前段運(yùn)作的自主性(一般為3—7天)，使生產(chǎn)的計(jì)劃安排相對(duì)保證，但根據(jù)“訂單”來組織生產(chǎn)的情況再也不會(huì)存在，《生產(chǎn)指令單》成為生產(chǎn)現(xiàn)場(chǎng)運(yùn)作的唯一依據(jù)，而且，“款雜單碎”的現(xiàn)象比以前更明顯，生產(chǎn)周期也要求相對(duì)縮短(3—7天)，最重要的是品質(zhì)要求和品質(zhì)控制程序?qū)⒈纫郧案鼑?yán)格，一雙鞋子沒做好就會(huì)影響到品牌的聲譽(yù)，更會(huì)失去一個(gè)直接的、能為公司貢獻(xiàn)利潤的消費(fèi)者，甚至是一個(gè)出色的渠道。

It is the implementation standard of quality control. Due to the inconsistency of certain standards and inconsistencies in standards, the quality and quality of quality control work are difficult to grasp. There are often different contradictions and quarrels with the scene. Quality control personnel are often in a "dilemma" and can not see their work achievements. Now, the quality control system is the brand standard of our company. This "standard" is jointly formulated by development (or technology pfer), production and quality control, and so on. We all know one thing, so that the trouble caused by the work basically does not exist. Besides, quality control and on-site work will soon be tested by consumers, and the eyes of the market are bright. 5, quality control: past: customer's "confirmation"

6, financial aspects: in the past, the key points of control were "supplier's arrears", "excessive consumption of order materials" and "staff's capital output". Now, increase the "dealer's account", "raw material warehouse", "finished warehouse" and "the cost of each shoe".

In short, the pformation of the company's management direction will inevitably bring new requirements to the operation of the factory management mode. This is a challenge, but it is also an opportunity to upgrade the factory management level.

If the management level of the company is not well prepared, the company's management decisions will be greatly reduced and the managerial cadres will inevitably be eliminated.

In this regard, all managers must reach a consensus.

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Two, the necessity of "foreign trade" turning to "domestic sales".

foreign trade

"Why do we need to turn to" domestic sales "if we do well? Is it necessary to ask for trouble?

　　1、外貿(mào)的單越來越難做，訂單雜、單量小、款式配色多，這使工廠生產(chǎn)效率越來越低;2、訂單價(jià)格的利潤空間已低到很多鞋廠承受不了的地步，MD底一般只有5元，TPR底一般只有3元，但這還只是預(yù)先估計(jì)的利潤，如果算上材料浪費(fèi)、品質(zhì)不良賠款、貨期延遲賠款，再加上水電費(fèi)漲價(jià)、工資水平在提高和部分原材料漲價(jià)等各種因素，一單下來，賠款的可能性占了40%，照這樣做下去，工廠哪來的本錢快速發(fā)展，而不能快速發(fā)展就被別人“甩”在了后面;3、整個(gè)工廠的運(yùn)作基本上是圍繞外貿(mào)中間客戶在轉(zhuǎn)，他們固有的利益訴求以及一些QC的人為因素、情緒化工作都使工廠的機(jī)會(huì)成本和管理風(fēng)險(xiǎn)居高不下，換句話說，工廠已被外貿(mào)客戶所控制，最明顯地是客戶的回款周期太長(zhǎng)，賬款占用已成為普遍現(xiàn)象;4、今年歐盟新執(zhí)行的“鞋子不含‘偶氮’”的標(biāo)準(zhǔn)，使晉江很多鞋廠

失去了歐洲的市場(chǎng);5、當(dāng)前，美國、日本等一些國家都強(qiáng)烈要求中國使“人民幣升值”，而中國政府已明確表態(tài)，不會(huì)使“人民幣升值”，為的是繼續(xù)使中國的產(chǎn)品保持出口競(jìng)爭(zhēng)力;但同時(shí)為了使其他國家心理平衡，政府正在考慮，打算將出口退稅率降低4%，另外，由于財(cái)力的關(guān)系，國家對(duì)出口退稅兌現(xiàn)的周期將會(huì)越來越長(zhǎng)，這就使外貿(mào)公司的資金周轉(zhuǎn)期越來越長(zhǎng)，部分在晉江下單的外貿(mào)客戶已出現(xiàn)了明顯的付款困難;6、由于中國政府表示“人民幣不升值”，因此，美國國會(huì)部分參議員已經(jīng)提議，要對(duì)中國出口到美國的所有產(chǎn)品(包含通過美國轉(zhuǎn)口到墨西哥的產(chǎn)品)加征27.5%的關(guān)稅，如果國會(huì)批準(zhǔn)這一動(dòng)議，那么這對(duì)于晉江的鞋子來說就是“雪上加霜”，因?yàn)闀x江有很多生產(chǎn)的鞋子(掛國外商標(biāo))，既有出口到美國的也有通過美國轉(zhuǎn)口到中東和非洲國家。

7, the domestic market is not a fixed "cake". With the 44 shoe factories dedicated to brand marketing in Jinjiang, they have appeared in the central 5. (nearly half of them are moving to Hunan TV this year).

Casual shoes

、運(yùn)動(dòng)休閑鞋、休閑運(yùn)動(dòng)鞋的市場(chǎng)越來越大，消費(fèi)者需求旺盛，業(yè)內(nèi)同行相互“借力借勢(shì)”，80%從這個(gè)巨大的“聚寶盤”里多少不一地“挖”到了“一桶金”;8、代理國際品牌在國內(nèi)市場(chǎng)的銷售，晉江的鞋業(yè)界已有成功的先例：2002年“花花公子”的運(yùn)作創(chuàng)造了業(yè)界的“奇跡”，2003年，“香港鱷魚”、“法國鱷魚(卡迪洛)”、“夢(mèng)特嬌”、“袋鼠”、“華倫天奴”(三種)、“煙斗老人”、“摩風(fēng)”、“卡爾迷”等等一大串品牌相繼跟進(jìn);由此，利用代理國際品牌快速建立自有的銷售渠道，搶占“一條有利的跑道”，已成為業(yè)界眾多有長(zhǎng)遠(yuǎn)眼光的“大佬”們的明智選擇!所以，國際市場(chǎng)的壓力和國內(nèi)市場(chǎng)的誘惑，使得晉江鞋業(yè)界的“英雄”們必須重新考慮自己的生存空間和發(fā)展出路，為此，選擇代理國際品牌打開國內(nèi)市場(chǎng)也就“水到渠成”。

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Three, after the business turn, some key points of the internal operation of the factory 1, about the management of the business: the existing business departments are pformed into marketing departments, to hire professionals who are familiar with the market operation of the domestic footwear industry (Marketing Director or marketing manager), to rationally distribute the markets in all regions of the country, and to cooperate with the distributors, and to manage them properly (mainly through the adjustment of sales policies).

In daily work, the order of each shoe is the key to the key, which will directly cause factory inventory and dealer inventory.

In addition, brand promotion, market maintenance, control delivery and account recovery are also main tasks.

2, the design of products: the design of product style is directly related to the sales volume of the whole year, and its importance is obvious. Only when we truly understand the psychological needs of consumers and the market trend of competitors, will we be able to raise the winning rate of the "new model" developed.

3, the management of materials: in the way of domestic sales, the volume of material procurement will be greatly increased than before. The control of import and export of materials should be stricter than before. In finance, we should give full play to the role of internal control, and establish effective solutions to all aspects, such as accounting, ordering, purchasing, acceptance, warehousing, receiving, filling, restocking, inventory, processing of leftover materials, accounts, inventory and so on, and resolutely put an end to material management loopholes.

4, the management of production plan: the period of general domestic sales is about 15 days from the order to the shipment, so this requires the production plan to be fast and reasonable.

Although the earlier stage of operation can save 2/3 time than the "foreign trade mode", the timeliness of domestic sales is too strong, and the difference is different throughout the country. Therefore, if the production arrangements are inappropriate, the delivery is not timely, and the market sales time is missed, dealers will also become a backlog product if they want your goods.

5. Quality management: International

brand

Because of its high popularity, the most important thing is that consumers believe that its products are of good quality and trustworthy.

Therefore, the control of product quality is the key to whether the brand can win the hearts of consumers (the so-called "win the hearts of the people" and "win the hearts of the people"). The personnel of the quality control system have the responsibility to formulate detailed and feasible standards from the raw materials (including the big end) blanking parts, high frequency (printing, electric embroidery, hot cutting) parts, helping the noodles (preferably using the large flow shop), finished products and other links, and have special personnel to adopt reasonable methods to carry out the implementation. In addition, it is necessary to establish the final inspection procedures for the products before shipment.

6, about the management of finished goods warehouse: when doing "foreign trade order", the finished product is "whole single into the whole single out", basically there is no management problem of batch inventory products, and to do "domestic sales" is completely different, because "domestic sales" is the "inventory sale", from product storage to delivery, there will be interval, and always in this way in circulation.

Therefore, the daily inventory management has become the "focus of material control". It is best to have "outflow to a pair of shoes or a stack of Renminbi".

In addition, there are still some customers return and pre shipment "change code" and so on, all of which objectively require the factory management to attach great importance to the management of the finished products and solve them practically.