After the future-oriented business model and strategy are put into practice, and the organizational reform is completed through diagnostic analysis and solving the gap problem, the establishment of convenience store operation system has entered the most important stage-the establishment of management structure. Different business models make the management structure vary widely. Internet companies are valued around the number of users and growth rate, and whether they are losing money is not a measure. The management structure is also designed around this core.
the traditional retail business model focuses on platform procurement and commodity sales, and the management framework attaches importance to channel construction and ignores commodity development. The manufacturing retail business model is the cooperative operation of manufacturing and commodity sales, the research and development of original commodities is the strategic orientation, and its management structure focuses on cooperating with suppliers to develop original commodities.
The organizational reform of convenience stores described in the previous article "Systematic Organizational Reform of Convenience Stores: Guided by Response to Change, the Cornerstone of Manufacturing Retail Transformation" is not the same as its extended organizational structure and management structure. The management structure is designed according to the business structure, and what kind of business structure should be matched with the appropriate management structure. The business structure is based on business model and strategic positioning, and the organizational structure is completed on the basis of the management structure.
The organizational structure can be adjusted at any time, but the management structure is stable. Unless there is a big business transformation, it will not change with the changes of organizational functions, departments and personnel. The management structure of convenience stores, which centers on commodity operation and takes original product research and development as a strategy, is an operating system that H& been explored for a long time, and this structure is also the appearance of most manufacturing retailers, except 7-ELEVEn, there are Uniqlo and H&; M and so on
the convenience store management framework of manufacturing retail is designed around three aspects: commodity management, supply chain management and operation management.
in the traditional retail era, the commodity department of convenience stores didn't develop original products themselves, and didn't even have a concept and consciousness. What kind of goods retailers introduce are almost always recommended by brands and suppliers. The so-called procurement negotiations are basically promoted according to the rhythm of the first two, and the platform-based retail model is the main one at this time.
the business structure of manufacturing retail goods is not the logic of purchasing or buying, but a series of actions, such as excavating the potential demand from the daily life from the customer's standpoint, then planning the sales of goods, then developing goods, and finally confirming the value of new goods through the hypothesis-verification of stores, which determines the management structure of the goods department.
the whole life cycle of product development, marketing and promotion, and product replacement needs to be managed, and due to the chain of convenience stores in different regions, the commodity department also needs to set up MD commodity development specialists in each region.
during this cycle of revision, team MD has been receiving feedback from stores, and every product planning decision is optimized and analyzed, so that the product planning team gradually has accurate product planning ability. The management structure of the commodity department mainly includes five links:
Except for manufacturing retail, the management structure of other retail models generally only does the third step, and there is no hypothesis-verification, so it is difficult to find out the problems and gaps in the product development process, and ultimately it is impossible to effectively develop original products, and the essence is that it is impossible to create differentiated competitiveness.
supply chain management in chain convenience stores belongs to the commodity department, and its procurement, production, warehousing and logistics are all secondary departments of the commodity department. The management framework of supply chain has been included in the framework of commodity management, and it is very important to list it separately. However, in order to do a good job in supply chain management, we must cooperate effectively with commodity departments and operation departments.
JIT supply chain is born out of JIT just-in-time production mode of Toyota. Its original meaning can be summed up in one sentence, that is, "only when needed, produce the required products according to the required quantity", that is, to pursue a production system with no inventory or minimum inventory. JIT just-in-time production mode and PDCA cycle have created lean manufacturing of Toyota.
JIT real-time supply chain is just right for convenience stores, that is, a 52-week collaborative commodity supply plan starting from stores, which starts from consumer demand and builds supply chain connection, emphasizing the linkage between customer demand chain and supply chain. The aforementioned article "Mode Basis of Convenience Store Transformation: Starting from Stores, Let People Who Understand Demands Dominate Commodity Operation" is elaborated.
Although the convenience store is not as obvious as the clothing industry, the frequency of research and development, production, putting on shelves and iteration of new products is much higher than that of the clothing industry. In fact, whether it is electronic products, smart home appliances, snacks and fresh food, or the shortening of the life cycle of daily consumer goods, it is also because of the information explosion of the Internet that the cost of obtaining information is low and the timeliness is short, and the consumer's consumption cognition is constantly changing, which makes it normal to like the new and hate the old, making production, channels and retailers constantly innovate to improve the frequency of product research and development.
convenience stores with manufacturing retail can predict the future demand to the greatest extent, establish customers' assumptions about the future consumption demand, and deduce the work that convenience stores should do now, so as to find the gap between the future assumptions and reality, and thus find and solve the current problems.
For example, the new products developed by the Department of Commodities will be put on the shelves in thousands of stores in Beijing on February 1, and the stores should set aside time to adjust the display and empty the shelves. The new products will arrive at the supply chain logistics center, and the logistics center will deliver them to the stores. The previous orders for new products, the promotion plan, the production of new products and the preparation of raw materials are all closely linked. Only by making plans to push back the tasks from the stores on the demand side can the problems be effectively avoided and solved.
In addition, JIT real-time supply chain management framework can be used whether it is 7-ELEVEn's vertically integrated platform model or other manufacturing retail self-built factories and logistics asset-oriented models, but 7-ELEVEn's model is obviously more competitive. It does not invest or participate in the value chain, but the whole value chain can achieve efficient cooperation. The process is mainly to effectively integrate all links into an identical body of interests.
Hypothesis-verification can also be used in JIT real-time supply chain, so as to find out the reasons why the tasks are not completed, and continuously improve and improve the efficiency of supply chain in the continuous cycle of hypothesis-verification.
the operation department is responsible for the implementation and landing of the sales work, supervising the operation ability of the store, and responsible for the two-way communication between the store and the headquarters. Chain convenience store brands generally have 6-8 stores arranged with a regional operation supervisor. This supervisor doesn't check hygiene, discipline and risk control. His role is more like a consultant, diagnosing store problems and helping to improve business ability.
from the perspective of ability and effect, it is best for the operation supervision to be carried out by people with experience in front-line stores, and the store manager comes from the best background, so as to effectively find out the problems of the stores and improve them. Although there are also cadres promoted by stores in the headquarters of convenience stores, because they have not worked in the first-line stores for a long time, they tend to go to the misunderstanding of emphasizing the headquarters and neglecting the stores, which leads to the inability to grasp the problems and customer needs, which is not beneficial to the improvement of the store's ability.
Many chain stores fail, and most of the problems are that they can't effectively control franchise stores, or can't help franchise stores improve their capabilities, which leads to the lack of supply chain empowerment and management value. Capable operation supervision is very important for the development and brand maintenance of chain stores. Although sometimes it feels bloated and the retail efficiency is suspected to be affected, it is necessary from the essence of management.
video conferencing and other communication methods are not as direct as face-to-face communication, which not only ensures that the information transmission will not be lost, but also can truly feed back the operation problems of the store. In fact, this is also the essential value starting from the store, which has a good impetus to single product management and hypothesis-verification.
Manufacturing retail convenience stores do not exclude big data and artificial intelligence, but over-reliance on them often leads to the store staff only playing an executive role, only doing the actions of loading, displaying, selling and cashier. Imagine that the biggest base of a huge chain system is stores, but these stores can't actively create demand for the future, which is not only a waste of resources but also a weakening of store capabilities.
if we can strengthen the ability of shop assistants to operate goods, with the help of IT systems such as intelligent big data, it will not only be more efficient, but also fill the shortcomings that artificial intelligence can't accurately order goods through single product management because it takes a period of learning, and finally achieve more efficient operation. At this stage, operation supervision can ensure the quality and effect of operation, in short, it is necessary to activate people's creativity.
the 52-week MD business system supports the operation of the whole convenience store system. MD team, JIT instant supply chain and supervision operation constitute the most important management framework, which is essentially the trinity of goods, supply chain and operation.
In the era of digital operation, retail enterprises often ignore the importance of management. The management structure is based on the business structure, and the organizational structure is based on the management structure, but the organizational structure cannot be directly related to the business system. Business structure will make the management of convenience store system fall into a misunderstanding, as if business operation is more important than management, and the design of organizational structure will emphasize business and despise management.
There is no contradiction between management and business, and they complement each other. Management should serve the business well, and the business should abide by the management system. Otherwise, the three aspects of the management structure cannot be realized, and the strategic goal of the manufacturing retail convenience store cannot be achieved.
the design purpose of management structure is to find the best and effective management method from business operation, and to establish the corresponding organizational structure, so as to form job settings based on business rather than people.
finally, convenience stores, like most chain entities, need refined operation and achieve their goals through a long period of time, which is indeed a format of picking up steel. In addition to the business model, strategic positioning and the promotion of business capabilities, if we want to continue to develop well, only a good management structure can support it better. Therefore, operators should not only pay attention to the index figures, but also pay more attention to management. In fact, both gross profit and loss come from management.