Bright Dairy: Cold Chain Dancer

After paving the way for milk delivery, Bright Dairy delivered more than milk.

It is the long-term goal of Shanghai Guangming Dairy Co., Ltd. to become one of the top ten dairy enterprises in the world, and the ultimate goal of its logistics business is to become an aircraft carrier for logistics enterprises and food industry.

Bright milk party ⒂? 1996 is a dairy production and sales enterprise with the scale of China. Last year, the main income exceeded 5 billion yuan, and sales and profits increased by more than 30% for six consecutive years.

3. Marketing channels of market competition

Domestic dairy enterprises are generally divided into two types: milk source type and urban type, and Guangming is a traditional urban enterprise. There are three kinds of sales channels: one is from the factory to the logistics distribution center and then to some hypermarkets, supermarket chains and convenience stores. The distribution of light is "365×24", 365 days a year, 24 hours a day.

The second route is to deliver the milk to the household, and the products will go from the factory to the distribution center, then directly to the community milk station, and then sent to each entrance by the milkman to complete the final distribution of 1 km. In urban areas, each milkman is responsible for an average of 200 families.

The third channel is to bring normal temperature milk into supermarkets and communities all over the country through hundreds of dealers. This sales channel is the main sales channel of milk source enterprises such as Yili and Mengniu. Now, the normal temperature milk of Bright Dairy has covered more than 500 cities in China.

Bright self-confidence has two more channels than its competitors. In its view, the development of the food industry, including dairy industry, will eventually be a positional war, when the bright advantages will emerge.

Deliberate informatization

Until 2000, Guangming only used a small system developed in cooperation with domestic software companies to support its business operation in some links. However, with the rapid expansion of business, Guangming is keenly aware of the promotion of information flow to the whole business flow and logistics. When it decided to go to enterprise ERP system, it chose Oracle company with international background.

But an integrated information platform can't solve all the problems. The logistics department of Bright Dairy found that the ERP system of the company is mainly used to process sales orders, which can't completely control the fulfillment of sales orders, especially can't help to comprehensively manage the logistics operation of the warehouse.

Since last year, Guangming has consciously introduced some logistics management software and some logistics-related information development projects, among which WMS (Warehouse Management System) is the earliest one. It began to realize more and more deeply that informatization is a very important factor in the development of logistics, and put the development of informatization in a considerable part in the planning of building a logistics distribution center with an investment of 654.38+0.7 billion yuan.

Cold to the bottom

In order to support its main business, Bright Dairy has been constantly improving its refrigerated logistics for many years. Yang Haixin, general manager of its dairy logistics division, said: "Bright Logistics first serves itself well and supports Bright to rank among the top ten in the dairy industry world; The second is to become the aircraft carrier of refrigerated logistics in the food industry. "

Bright milk distribution is a cold chain concept, which emphasizes that all links are carried out in a cold storage environment (0-4 degrees Celsius) without interruption. In July, the high temperature in Shanghai remained around 34 degrees Celsius, but when you approached the warehouse door, you could feel a chill surging out of the warehouse 5 meters away.

Bright is fully mechanized milking. As soon as the milk is squeezed out, it is cooled, put into a refrigerated milk tank and sent to the factory. After arriving at the factory, the milk tanker is directly connected with the pipeline and enters the processing procedure; After the products are produced, they are placed in the cold storage of the logistics distribution center, and the products sold in Shang Chao are directly sent to Shang Chao by refrigerated trucks. It is worth mentioning that the eye-catching design idea is "door to door", the cold storage has a porch, and the temperature is kept within the range of 0- 10 degrees Celsius. When the refrigerated truck receives goods from the cold storage, it first falls into the porch of the cold storage, thus ensuring that this chain will never be interrupted.

In order to make the cold chain uninterrupted at last 1 km, Guangming invested more than 5 million yuan to improve the small cold storage in the community. According to the latest statistics released in July, Guangming has set up 200 small community cold storages in Shanghai.

Bright fresh milk should be cooled in the small cold storage in the community, so that it will reach a reasonable temperature when it is delivered to thousands of households. According to Gong Yanqi, manager of the public relations department of Bright Dairy, there are more than 2,700 milk delivery troops in Bright Dairy, who use tricycles to complete the final milk delivery. These tricycles also have insulation layers and ice packs, and even the milk boxes provided by Guangming are designed to be insulated, so the milk that users get before going to work at 7 am is still cold.

Throughout East China, Guangming has more than 65,438+0,000 outlets covering more than 20 cities. The daily transportation capacity of refrigerated trucks is about 5000 tons, and the journey is about 1000 km, which is equivalent to running 40 times between Shanghai and Beijing. Guangming takes its own more than 200 refrigerated trucks as its core fleet, and also integrates a considerable number of social refrigerated truck resources to serve it.

Towards the third party logistics

The logistics division of Bright Dairy was born after several major changes. It was first called the motorcade, which was managed by the sales department. Later, it was called a transportation company, and then a logistics division was established.

1992 is a milestone in the history of bright development. At that time, Wang Jiafen, the current president, began to carry out a large-scale reform of Guangming, with the goal of making Shanghai's bright become the bright of East China. At that time, there were a large number of dairy enterprises in Shanghai, such as No.1 factory, No.2 factory and No.3 factory, and each factory had its own sales team, warehouse and fleet. Through a series of integration between enterprises, transportation companies have been established, but logistics is only a simple warehouse and fleet model.

1996 company was formally established, which made Guangming go to the whole country. In order to cooperate with the development of business process, the sales department should be separated first, which puts forward objective requirements for the whole logistics. That year, Bright Dairy began to establish a logistics center based on eight factories. At the end of last year, we began to systematically integrate the internal resources of enterprises and social resources, and open tenders for the society, so that social vehicles and warehouses became their necessary AIDS and supplements.

Yang Haixin said: "Bright Logistics is moving towards third-party logistics and transforming from enterprise logistics to logistics enterprises."

In fact, Bright Dairy has obtained the business license of third-party logistics at the end of June this year, and has started to do distribution business for two foreign-funded food enterprises. Yang Haixin said that they are interested in bright and powerful cold chain distribution capabilities.

This is a win-win situation. For example, one of the foreign companies has to stop production every summer, because these products can't be transported to stores in the high temperature in summer and will melt on the way. However, due to cooperation with Guangming, not only did we not stop production this summer, but we also distributed our products to Beijing and Guangzhou through Guangming. com.

Tang Zhiqing, chief planner of Shanghai Yi Yan Business Consulting Co., Ltd. said that Bright Road may not only deliver milk, but also have many social products in the future.

"It invested a lot of money in the pipeline," Tang said. "If it is only used to send bottled milk, its profit will be in the foreseeable future."