一種一次停頓的豪華後勤學解答

由羅素・ Beron

相似於配藥供應鏈，豪華物品有他們自己的複雜。

直到幾年前，豪華物品的發行在中國由國有公司控制以一點知識關於老練營銷、發行和供應鏈管理戰略。 在WTO承諾之下， 2003年公司像Alfred Dunhill在中國允許開設他們自己的商店-問題是他們沒有一種有效的發行和後勤學解答為中國大陸。

他們轉向了他們的香港後勤學服務提供者， Kerry EAS。 形成在合併外面在Kerry後勤學和EAS之間，國家安全局以前擁有的航空運貨事務， Kerry獲取的EAS幫助他們進入大陸市場。 獲取EAS在中國允許Kerry訪問一個廣泛分佈網絡。

為工作Kerry EAS做了與Alfred Dunhill，他們被給了獎為最佳的3PL供應鏈提供者今年CHaINA山頂。 Kerry有很多FMCG客戶以時尚包括是大豪華品牌公司Richemont輔助者，分配中心在Kerry』南亞總部在香港的Alfred Dunhill。 以他們的成功與Dunhill， Kerry在中國計數其他Richemont品牌並且Zara和H&M在他們的客戶的之中。

「我們提供Dunhill一種一次停頓的解答」，解釋凱文Lam，處理Kerry的時尚後勤學分裂。 “We pick up their cargo at the DC in Hong Kong and air-freight it to China through our freight-forwarding branch. Upon arrival of the flight, we register their cargo in the Waigaoqiao free-trade zone. We also help with packaging, storage and labeling for Kerry. Upon receipt of the goods, the local retailer can see the availability of the goods on the system. We also operate the order system and handle the pick and pack. Most of the shipments are handled automatically by the system. It’s an auto replenishment system which requires no manual ordering.”

From state owned to market driven

Alfred Dunhill first started its business in China through 3rd party sales channels without self-owned shops. Since partnering with Kerry in 2005, it now has 39 self-owned stores and 27 wholesale stores, which increased from 28 and 19 in 2005.

“Only a few years ago, state owned enterprises (like China Resources Company) used to do distribution for luxury products,” comments Lam. “These SOE’s used to handle all the marketing and distribution of the products, but didn’t do it that well.

End-to-end solutions - including transport and handling, storage, labeling as well as customs, import duties and taxes - such as Kerry offers to Dunhill with full supply chain visibility, are rare in China.

According to Lam, companies like Dunhill are willing to pay for this kind of service as it removes a lot of potential headaches. “Kerry has the economy of scale as well as the credibility to handle everything for the customer.”

Kerry offers much more than an off-the-shelf logistics solution. “For a 3PL to be a good contract logistics provider, we have to work with our customers in developing new models to cope with the requirements of the market. We are more like a consultant providing customized solutions.”

Russel Beron, Chaina Magazine

This is the second part of the Chaina article “Learn lessons from some of the leading companies in China”. Next week we will publish the third part.
Read part I.