Supply chain development and channel transformation trend of food and beverage industry in 2021 From Jingdong Logistics Strategy and Innovation Research Institute
The following is the Supply chain development and channel transformation trend of food and beverage industry in 2021 From Jingdong Logistics Strategy and Innovation Research Institute recommended by recordtrend.com. And this article belongs to the classification: Life data, research report.
In recent years, many “wanghong” brands have sprung up in the food and beverage industry. Among them, the sales of bubble water in Yuanqi forest accounted for more than 70% of the whole industry in 2020. Wang Satin has ranked among the top of cereal categories, and the sales of zihi pot exceeded one billion in just two years… Although their categories are different, their popularity logic “changes forever”. So, how many steps does the new brand detonate the market? What are the key points for traditional brands to obtain new volume field?
Recently, Jingdong Logistics Strategy and Innovation Research Institute released the trend of supply chain development and channel reform in the food and beverage industry, which analyzed the emerging trend of the food and beverage industry after the epidemic in many aspects, and provided a direction for enterprise supply chain reform.
According to the report, the “explosive products” in the food and beverage industry usually have the following development paths: finding pain points – rapid launch – Marketing explosion – Product iteration. However, in the past, limited by channels, platforms and other factors, brands often needed a long accumulation to emerge in the market; Now, the new brand only needs to find the demand and carry out large-scale marketing and lay channels. The rise time of the brand is greatly shortened and the iteration speed is greatly improved.
Take wangsatin, the online Red oat brand, as an example. Since its launch on the e-commerce platform in August 2018, the sales volume of this brand has increased greatly. On the brand side, Wang Satin expanded his influence through the public domain traffic platform. Specifically, through the first red grass book, the brand used B tiktok to grow grass gradually, using the jitter to carry out the large-scale planting of grass, and adopting various cross border marketing, and completed the brand building from 0 to 1.
However, it is not easy to change from “net red” to “long red”. What is the support behind it? The answer is a strong supply chain.
In fact, behind the rapid iteration of wanghong brand products and the acceleration of delivery cycle is the increasingly mature OEM supply chain. Nowadays, Chinese manufacturers are upgrading from traditional OEM to OBM. This new production mode can provide complete product R & D, production and marketing services for brands. Among the wanghong food brands, Yuanqi forest, Zhong Xuegao, Wang fufu and zihi pot are all produced by OBM. At the same time, the emergence of this kind of automatic control OEM integrating “R & D – Procurement – production – brand” has also promoted the reform of the traditional OEM. Driven by the new trend, the supply chain system of traditional brands is also changing.
Affected by the epidemic, the proportion of online channels and o2o channels of traditional brands has further increased. For a long time, traditional channels have been strongly dependent on dealers, and the representatives of this model – large business system and deep distribution are gradually entering the deep-water area of reform. High sales cost and low access efficiency of supply chain have become the main drivers of channel reform. With the gradual deepening of reform, the supplier channel dominated by dealers will gradually move towards the separation of people and goods warehouse, independent delivery and full scene delivery.
Take a Baijiu enterprise as an example. For a long time, they used the deep distribution mode, and the main problem of this mode is that the dealer is not motivated enough and the inventory is high. In order to solve these problems, the company has gradually turned to the channel mode of “one business first and multi business assistance”. Among them, the core dealers are responsible for market operation and maintenance, and the auxiliary dealers are responsible for logistics distribution, warehousing and capital advance.
At the same time of channel transformation, digitization has become an indispensable link in building an excellent supply chain. In the post epidemic era, digitization has promoted great changes in production end, distribution end and terminal. Taking Thomson Beijian as an example, in order to quickly respond to the personalized needs of consumers, the brand has built a transparent factory and dealer network platform. Its transparent factory drives supply chain change through fully transparent production, unmanned equipment and nutrition customization. At the terminal, benefiting from the diversification of consumption scenes and the rise of private traffic, store digitization and marketing digitization will become the extension of brand contact.
After years of accumulation, JD logistics has a lot of experience in building an integrated supply chain. At present, it has formed three major plates: scientific and technological products, solutions and supply chain ecology, covering the whole chain and scene of logistics, and can provide integrated intelligent supply chain solutions for FMCG, electronic manufacturing, automobile and other fields.
Relying on its own advantages, JD logistics has built a supply chain management system for Xu Fuji with all link integrated operation, all scene intelligent management and all channel intensive services. In this cooperation, JD logistics fully opened up the most cutting-edge intelligent logistics technology. Xu Fuji created products such as intelligent station, digital fleet and chain signing, and realized the intelligent management of warehouse digital platform, platform intelligent scheduling, vehicle insensible entry and intelligent guidance, and electronic waybill contract in Dongguan intelligent factory park. Previously, it has also worked with Xu Fuji to create a new warehousing and logistics model – “unbounded factory”, which removes the intermediate warehouse link in logistics and solves the pain point of short-term product logistics, which not only saves logistics time, but also improves consumers’ experience.
However, under the wave of digitization, the forms of supply chain system are more diverse and the iteration is faster, such as the demand drive of c2m data center, the digitization of terminal contacts, the network layout of cold chain transportation and land sales warehouse such as fresh lock and short-term maintenance, and the reform of distribution channels, which are also the key areas of supply chain reform.
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