Service innovation is the essence of the development of modern logistics industry
Introduction: Modern logistics industry is a compound service industry with supply chain management and information technology as the core, integrating transportation, warehousing, freight forwarding and distribution processing. The following is the service innovation I brought to you, which is the essence of the development of modern logistics industry. I hope it will help you.
In recent years, due to the government's attention and policy support, the scale of Shanghai's modern logistics industry has been expanding. However, with the development of economy, the increase of logistics demand and the expansion of logistics enterprises, the competition in the logistics industry has become increasingly fierce. Due to many factors, at present, the market competition mode of Shanghai logistics enterprises mostly stays on the service price, which will inevitably lead to the decline of enterprise profits and the slow improvement of service level, which will restrict the sustainable development of enterprises. As a state-owned comprehensive logistics enterprise, Shanghai Modern Logistics Investment and Development Co., Ltd. is also facing the challenge of market competition. How to change price competition into service competition and enhance the core competitiveness of enterprises through service innovation is an important topic before us.
Since the 11th Five-Year Plan, Shanghai's modern logistics industry has actively explored and built a trading platform for logistics resources, optimized and integrated social logistics resources, promoted business process innovation and business model innovation, and improved the service level of enterprises, thus establishing the important position of modern logistics industry as a pillar industry in Shanghai. Mainly reflected in:
(1) the scale of logistics has increased, and the operating cost is lower than that of the whole country. The added value of Shanghai's logistics industry has increased by 1% annually, accounting for 13% of the city's GDP and 25% of the added value of the tertiary industry, which has played an important role in Shanghai's economic development. At present, Shanghai's logistics cost accounts for 15% of GDP (18.3% in 212), which is 3 percentage points lower than the national level.
(2) with the improvement of modernization level, fine logistics management has become prominent. Shanghai's large-scale logistics enterprises basically adopt advanced information management systems such as supply chain management system, warehousing management system and distribution management system, and advanced technologies such as electronic tags and standardized three-dimensional libraries are being popularized and applied. The construction of logistics standardization is also advancing, and there are now more than 2 various logistics standards.
(3) professional logistics and industry integration, and promote industrial upgrading. Enterprise logistics has entered the stage of optimizing supply chain and realizing integrated operation of logistics. The interaction between professional logistics and industry has promoted the upgrading and transformation of the industry.
(4) emerging logistics forms are constantly emerging, and the service level is improved. Logistics enterprises actively innovate, vigorously develop new formats and innovative logistics service models, and constantly explore emerging logistics types such as green logistics, financial logistics and real estate logistics, and improve their service level.
(5) well-known logistics enterprises enter Shanghai, and diversified logistics enterprises develop together. A number of internationally renowned logistics enterprises have settled in Shanghai, including FedEx, UPS, DHL and other top 1 logistics enterprises in the world, forming a new pattern of state-owned, private and foreign-funded logistics enterprises developing together.
(6) The Twelfth Five-Year Plan puts forward new requirements for the development of modern logistics in Shanghai. The "Twelfth Five-Year Plan" points out that we should take high-end logistics as the core and accelerate the transformation of logistics industry to "high efficiency, high value-added and low consumption". By 215, the logistics industry will become an important carrier for Shanghai to promote "four firsts" and build "four centers", and form an international logistics hub city and one of the global supply chain management centers that match the core functions of international economic, financial, trade and shipping centers and initially have the function of global logistics resource allocation.
The new situation puts forward new requirements for the development of modern logistics companies, and it is in the "Twelfth Five-Year Plan", which is a critical period of Shanghai's "innovation-driven, transformational development and construction of' four centers'", providing opportunities for cultivating high-end logistics functions: adjusting industrial structure brings opportunities for improving supply chain management services: expanding consumption, creating conditions for the innovation of logistics service mode; strengthening energy conservation and emission reduction, putting forward urgent requirements for changing logistics operation mode; Promoting the reform of value-added tax provides policy support for creating a modern logistics development environment. Logistics enterprises are faced with opportunities and challenges. Only by persisting in service innovation can they provide a steady stream of power for "better and faster" development.
benchmarking analysis of service innovation strategy of logistics enterprises
in recent years, with the rapid economic growth, Shanghai's logistics industry has made great progress, but it also faces some problems. On the one hand, internationally renowned logistics enterprises have entered Shanghai in succession, winning with high-end logistics, fine logistics and integrated supply chain logistics, which has promoted the upgrading of Shanghai's logistics service level; on the other hand, due to the low entry threshold of the logistics industry, a large number of extensive logistics enterprises have entered the market, and they have adopted low-cost operation methods to attract users with low service prices, and the competition in the logistics market has become increasingly fierce. Logistics enterprises not only face the small, chaotic and miscellaneous competitive environment of domestic counterparts, but also face the competitive impact of foreign giants who are big, sophisticated and specialized. Therefore, in order to grasp the initiative of market competition, logistics enterprises must cultivate their own core competitiveness.
as a comprehensive logistics enterprise with 11 member enterprises, a base of nearly 1 million square meters and a warehouse of 7, square meters, modern logistics company has formed a supply chain system focusing on manufacturing logistics and commercial and retail logistics in the process of exploring modern logistics and cultivating its core competitiveness, and has created a comprehensive service function with high-quality brand customers as the main service target and supply chain extension service, professional service and refined service as the basic features. However, like most state-owned logistics enterprises in Shanghai, modern logistics companies also face the pressure of shrinking logistics resources year by year, homogenization of service functions, excessive burden on enterprises, rising operating costs, reduced profits and intensified competition in the same industry. Therefore, it is a top priority to further enhance the core competitiveness of enterprises through service innovation.
Take copper as a mirror, and you can straighten your clothes; Taking history as a mirror, we can know the rise and fall; Learn from others, and you can know the gains and losses. By benchmarking the successful logistics enterprises in Shanghai and studying the gap between modern logistics companies and benchmarking enterprises in logistics service innovation, the service function and index system of this enterprise can be further improved, so as to achieve the goal of continuous improvement.
(a) China Shipping Logistics, building a global supply chain logistics service network.
the company subdivides the industry market and provides professional high value-added logistics services such as chemical logistics, paper logistics, household appliances logistics, automobile logistics, fast-moving consumer goods logistics and bank pledge, and has set up more than 2 logistics service outlets throughout the country, running through the north and south of the country and across the coast and inland. For example, it provides the whole process of maritime transportation and inland distribution services for PetroChina and maritime transportation and warehousing services for Chevron. It can be seen from the benchmark that the logistics network of modern logistics companies is mainly concentrated in Shanghai, and the service area is mainly in China, which restricts the extension of supply chain logistics services.
(2) Oriental International Logistics, developing and designing the whole logistics solution.
The company has developed and designed the whole logistics solutions for Colombia sportswear raw materials import and distribution, Philips lighting raw materials inventory management and logistics distribution, Unilever consumer goods distribution and export, and reduced the cost for customers. It can be seen from the benchmark that although modern logistics companies provide personalized services for the supply chain management of Pepsi Food, Baxter Pharmaceutical and Xinjiang Tianye, the scale is not large, and there is still a long way to go to develop the whole logistics solution, which needs to be further deepened.
(3) Haiyan logistics, to achieve seamless docking of urban distribution logistics processes.
the company uses the international advanced logistics system to realize timely information processing, optimization of distribution process, automation of access and selection, and intelligent logistics management, and achieve seamless connection at all time nodes of logistics process, with the delivery accuracy and customer satisfaction rate reaching 1%. It can be seen from the benchmark that although modern logistics companies take urban distribution as one of their main businesses, their rapid response to customer requirements is not timely enough, and the distribution process needs to be optimized, and the distribution accuracy and customer satisfaction rate need to be improved. (4) Beifang Logistics, providing integrated supply chain services for chemical logistics.
the company cooperated with Shanghai Johnson to set up a CDC central warehouse to meet Johnson's national distribution requirements, and realized real-time monitoring and unified management of RDC warehouses around the country, so that Johnson's order completion rate reached 1%, and inventory days, logistics costs, raw material procurement costs and capital occupation decreased greatly. It can be seen from the benchmark that although modern logistics companies take chemical logistics as one of their important businesses, their cooperation with customers is not deep enough, and there is still a gap between them and the realization of integrated supply chain services.
generally speaking, the important similarity of the success of the above-mentioned logistics enterprises is that they are brave in service innovation. By providing customers with refined, personalized and integrated supply chain logistics services, they have formed their own core competitiveness and stood out in the fierce market competition.
Reflections on the service innovation of modern logistics companies
An important sign of the transformation from traditional storage and transportation enterprises to modern logistics enterprises is whether enterprises can provide integrated logistics services to customers and whether they have core customers who form cooperative partnerships. From the perspective of modern logistics companies, the main business is still functional logistics services such as warehousing, transportation and distribution. To change this situation, an important aspect is to go beyond the traditional logistics service mode and realize innovation in service concept, service content and service mode.
based on this, and according to the requirements of the 12th Five-Year Plan for the Development of Shanghai Modern Logistics Industry and the successful experience of benchmarking innovative services, combined with the reality of modern logistics companies, we have the following thoughts on how to enhance the core competitiveness of enterprises through service innovation:
(1) Innovating service brands and expanding market influence.
the construction of service brand depends on customers' trust and praise of service quality. Compared with the benchmarking enterprises, there are many old enterprises with decades of history among the member enterprises of modern logistics company. However, as a "new" enterprise that has just been transformed from Bailian Logistics Division, the brand of "modern logistics" is not well-known in the market. We can build a service brand from the following four aspects:
First, refine the connotation of service brand. According to the brand spirit of "connecting all possibilities, service creates value", the company can formulate service brand behavior standards and design service brand image.
the second is to design service brand behavior standards. It mainly includes the key point control of service process, employee behavior norms, customer demand feedback and so on.
the third is to design the service brand image. The company's service brand is "Bailian Logistics". It is necessary to design personality VI, integrate ideas with creativity, convey the personality and connotation of service brands, and extend it to logo, auxiliary graphics, Vl system, posters and videos.
the fourth is to plan the service brand communication. Enhance employees' awareness of service brands through internal communication: Through external communication, bring the service brand "Bailian Logistics" to the market.
(2) innovate the service concept and improve the integrated supply chain service.
innovative service concept is to recognize the essential differences between integrated logistics and functional logistics in service nature, service objectives and customer relationship, and establish a brand-new service concept.
Integrated logistics service is not a simple combination of multiple functional services, but a solution to provide comprehensive management of multiple functions: the goal of logistics service is not only to reduce the logistics cost of customers, but more importantly, to comprehensively enhance customer value; Its relationship with customers is a win-win partnership. Whether it is the linkage between Beifang Logistics and Shanghai Zhuangchen, or the development and design of the whole logistics solution for Colombian sportswear and Philips by Dongfang International Logistics, it is a win-win cooperation relationship. Therefore, the market competition of integrated logistics services is actually the competition of the rationality of logistics solutions.
objectively speaking, modern logistics companies have achieved good results in providing integrated supply chain services for Pepsi Food and Baxter Pharmaceutical. Especially for Baxter Pharmaceutical to distribute drugs to wards, so that the supply chain service extends to the terminal: but after all, the scale is not large, and there are not many replication projects. The successful enterprises mentioned above can be studied in depth from two aspects:
First, we should continue to expand extended services. We will upgrade the supply chain logistics service to integrated service and whole-process logistics solution service, further optimize the urban distribution network composed of manufacturers, suppliers, distribution centers and terminal distribution nodes by continuously studying the logistics characteristics and development trends of the target market industries, customize logistics solutions for customers, and become logistics service experts for customers.
the second is to further deepen cooperation with customers. Actively attract customers' upstream suppliers and downstream service targets, form a supply chain system that can provide "one-stop" services such as agent procurement, warehousing, transportation, processing and distribution, form a supply chain alliance, form a win-win and win-win cooperation through service linkage, and further improve the quality of logistics services throughout the process.
(3) innovate service content and explore emerging logistics service areas.
on the basis of functional services such as warehousing, transportation and distribution, we should constantly innovate the service content, and realize the extension from basic logistics services to value-added services, from logistics functional services to management services, and from physical logistics services to information flow and capital flow services, so as to provide differentiated and personalized logistics services for customers. According to the resource status of modern logistics companies, we can strengthen the exploration from three aspects:
First, deepen financial logistics. Modern logistics companies should make good use of their own warehousing resources, give full play to their advantages in goods transportation, warehousing, supervision and value preservation of collateral, and dynamic management of market information, start with alleviating the financing difficulties of small and medium-sized enterprises, cooperate with banks to develop logistics finance business, and identify the bright spots and new profit growth points in the logistics service market. For example, we should further strengthen cooperation with banks, provide settlement and financing services to enterprises in the whole process of supply chain operation, promote the financing in the supply chain, and form a mutually beneficial and complementary logistics financial platform, so that customers, logistics enterprises and banks can win in cooperation.
the second is to establish a professional and distinctive backbone logistics base. Create professional logistics and high-end logistics with the goal of providing exquisite services and high value-added services, pay attention to the urban development planning of the region, and unswervingly establish a professional and distinctive logistics base in combination with the relocation of logistics bases to form exquisite and pocket-sized characteristic logistics services. For example, on the basis of summarizing the logistics supply chain management output service projects such as pharmaceutical logistics, we will further form a plan, upgrade our own characteristic services, and build an industrial complex of pharmaceutical logistics by relying on the superior resources of the Group. For example, in chemical logistics, we will speed up the establishment of chemical goods logistics base projects, grasp the planning approval procedures in time, and undertake the third-party logistics business in the chemical industrial zone with characteristic services and professional services on the basis of maintaining the company's existing business scale and realizing gradient transfer, and strive to find new breakthroughs in chemical logistics distribution and other fields. The third is to expand the logistics equipment system. As an innovative project of Shanghai Municipal Commission of Commerce, the "shovel system" implemented by modern logistics company has been running for 3 years, which has played a great role in reducing logistics costs and promoting green logistics. Take this opportunity to further improve the service level, expand the scope of application and use, promote the information management of the * * * use system, and explore the application in the fields of shelves, forklifts and so on.