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供应链创新是B2B、B2C企业发展命脉
文章来源:供应链时代      作者:scmsc      时间:2015/3/6 13:51:08

无论是老牌巨头戴尔和亚马逊,还是新兴潜力股RenttheRunway和Wayfair,它们的成功都说明了复杂无趣的供应链才是其中最关键的因素。只有结合先进的科技,采取创新性的供应链,B2B和B2C企业才能在行业中立于不败之地。

    无论是老牌巨头戴尔和亚马逊,还是新兴潜力股RenttheRunway和Wayfair,它们的成功都说明了复杂无趣的供应链才是其中最关键的因素。只有结合先进的科技,采取创新性的供应链,B2B和B2C企业才能在行业中立于不败之地。
  如果说戴尔公司在90年代是价值最高的科技股,大概很多人会非常惊讶。戴尔的成功与营销和产品并没有太大关系,而主要在于保持供应链的革命性方法。
  戴尔采取了“按订单量生产”的方法,根据客户的需求决定生产量,避免了库存堆积。戴尔在供应链管理方面的创举使得它的股价急剧上涨,在整个90年代累计增长了91863%。
  转眼到了2014年的CyberMonday(感恩节假期之后的“剁手星期一”),当今的电商巨头亚马逊在宣传造势时特别强调了将使用机器人公司KivaSystems的分发中心技术。
  亚马逊通过供应链的创新重塑了用户体验和预期,在收到订单的几分钟内就能把包裹运送给顾客,和传统的劳动密集型分发中心相比节约了大量时间。分发中心的战略性布局结合KivaSystems的革命性科技,使得亚马逊能够以极低的运输成本在48小时以内把货物送到美国绝大多数家庭。由于这种创新,亚马逊的市场份额显著增长,对竞争对手造成了极大的压力。
  戴尔和亚马逊的例子都告诉我们商业成功的关键是复杂又无趣的供应链和物流。沃尔玛创始人SamWalton在上世纪60年代就指出了这一点,五十多年后的今天还仍然适用。
  其他影响用户体验的关键因素也很重要,比如品牌、个性化和营销,但一家成功的电商公司最重要的还是供应链。因为物流不仅处理信息还处理物体,仅靠软件是不能解决问题的,必须与硬件(比如Kiva机器人)以及劳动力(比如快递员)相结合来把东西送到目的地。
  订单的完成情况是客户在网购时做出评价的一个关键指标。
  最近贝恩公司的一份报告里强调了这一点,它指出“将近60%的美国网购者表示快递费是决定是否在某家零售店购物的主要因素”。
  因此很多电商不得不提供免费配送服务。根据贝恩公司的消息,第三季度68%的网上交易都是免费配送的,2013年只有44%,而且这个比例还会持续上升。
  尽管顾客的预期有所改变,但只有很少的电商公司能在承担配送费用的情况下盈利,这也就是为什么“灵活完成订单”是如今美国电商CEO们最重要的战略举措。
  电商后来居上
  其他改革者借鉴了亚马逊的经验,充分利用物流和供应链的力量,将它们作为竞争的优势。一些新兴的电商像RenttheRunway就认识到要想成功必须将供应链管理和库存清点软件相结合。RenttheRunway经营着美国最大的干洗店,设备占地足有16万平方英尺,它研发了能够管理6.5万件衣服和成千上万配饰的库存、配送和订单完成情况的软件。
  情况类似的还有Wayfair,这家公司不久前上市,现在市值已经接近20亿,它成功的原因在于能

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