Deng Hongbing: To Build A Retail IT Information Platform

Deng Hongbing, who served in DELL for 14 years, joined Lining as vice president and chief supply chain officer. He began to further optimize the supply chain of Li Ning Co. Deng Hongbing said in an interview recently, if wholesale, Li Ning Co's past supply chain mode is not too big problem, but the current sports goods homogenization competition is serious, supply chain must transform to retail, "spell benefit".

Deng Hongbing is very clear that mass production and low cost large market mode has been difficult to continue. In an era of oversupply, the sale of products depends more on timely caters to consumers. "We must understand the market and reflect the supply chain in the light of market demand."

In October 2012, Deng Hongbing began to try to establish the business data analysis department of Li Ning Co. The task of this department is to analyze the sales data realtime from the POS store, including product sales, category, color, style and so on. "The source of inventory backlog is blind production. Through data analysis, we can adjust production in time, and add a small amount of stock to achieve the purpose of reducing inventory."

according to Hong bin Deng It is envisaged that every Lining store in the future will be directly linked to the data analysis department through pos. For stores that do not have POS facilities installed, they will be required to provide relevant data through a series of rewards and punishments.

With keen market sense and strategic alliance with suppliers, Lining Not only has "quick response" to product launches, but also the supply cycle has been greatly shortened. At the same time, the construction of logistics system is also essential for the promotion of Li Ning Co's retail mode.

Deng Hongbing referred to Lining's supply chain foundation as "3+1 mode" - Fujian, Guangdong, Jiangsu and Zhejiang plus Hubei Jingmen. Among them, Fujian, Guangdong, Jiangsu and Zhejiang are mainly responsible for the production of products, while Jingmen has both production and logistics distribution functions.

It is reported that Lining Jingmen Industrial Park was officially opened in 2008, with a total planned area of more than 2 million 400 thousand square meters. At present, the park has an area of 480 thousand square meters, with an annual output value of 2 billion 400 million yuan, accounting for 50% of the total sales volume of Lining, and has become the largest sporting goods production base and logistics distribution center in Central China.

Deng Hongbing said that from 2008 to the present 5 years, Lining's industrial layout has basically taken shape. Under the combined role of supply chain and logistics system, "I am very confident that Lining will return to the first place in the industry in a short time."

Deng Hongbing, who was first interviewed by the media after the airborne Li Ning Co, made no secret that he had "no knowledge of the footwear industry" before. However, as a senior executive who has been immersed in the IT industry for more than ten years, the demand management supply chain model has long been familiar with him. In his view, the core of the supply chain is data analysis.

Deng Hongbing also revealed that he would also build Li Ning Co including demand forecasting, product mix system, supplier collaboration system and store operation. Retail IT information platform "To ensure that every link in the supply chain is" consistent ".