Characteristics of chain operation
Chain operation is a modern mode of operation integrating business flow, logistics and information flow, which means that many scattered and isolated business units are linked together through certain ties and follow certain rules, and commercial operations are carried out according to the requirements of unified rules, with its distinctive characteristics:
standardized management process: the place of chain operation management is operation process management and post execution management. In the process of its standardized operation, many new management ideas and modern technologies will be adopted, which requires managers and workers who carry out chain operations to change their management concepts. In the course of operation, we should avoid quick success and instant benefit, and strengthen the standardization construction of each chain store to ensure its effective operation. At the same time, establish and improve various management systems, adhere to the scientific, standardized and systematic operation of chain operation, and build a practical standardized management process for post operations.
through the integration and construction of the supply chain, chain enterprises analyze and predict the actual demand of the terminal market, and timely deliver the summary step by step, which improves the ability of each node in the supply chain to resist market risks, thus effectively reducing the operational risks of the whole chain system.
second, the development trend
China's chain operation has really entered the scale development for several years, and the overall momentum is good from the development status quo, which is mainly manifested in the following "seven transformations":
1. Scale of operation
Some large-scale chain enterprises have been formed throughout the country, such as Wangfujing Department Store and Bailian Co., Ltd., which are developing rapidly, with obvious scale benefits and expanding market share.
2. Talent shortage
After several years of practice, many chain enterprises have formed a relatively complete operating system, and accumulated a lot of experience suitable for China's characteristics in store development, distribution center operation, effective control of procurement system, and implementation of unified sales system, and trained and brought up some chain management talents. But for the demand of the whole chain operation for chain management talents, these talents are just a drop in the bucket. The shortage of talents has hindered the development of chain operation to a certain extent and become the talent bottleneck of chain development.
3. Diversification of industries
The connotation and operation rules of chain operation mode and the resulting scale benefits have been increasingly recognized by China businesses. As a recognition of this mode, it has begun to expand and apply the chain operation mode from supermarket chain to other fields and formats, such as specialty, specialty store chain, department store chain, catering, fast food restaurant chain, service chain, home appliance sales chain, building materials chain and drugstore chain, which also indicates that.
4. Diversification of formats
The development of chain operation will continue to develop from the retail field to the wholesale field, production field and service industry. For example, the monopoly chain stores opened by production enterprises have developed from clothing and packaging footwear to automobiles and household appliances. The cooperative chain of sales network organized by wholesale business has been developed by leaps and bounds. The chain operation of the service industry has been widely carried out, from tourism, catering, dyeing, photography and color expansion, to services, express delivery, transportation, leasing, law, intermediary services, socialized housework and other fields. The sales chain organization of agricultural and sideline products has also developed to a certain extent. In the retail industry, chain operation has rapidly developed from supermarkets to convenience stores, department stores, large-scale comprehensive supermarkets, warehouse supermarkets, shopping centers, discount stores, cheap stores and home centers.
5, regional differentiation
From the development point of view, there is a geographical imbalance in chain operation, and the coastal area develops faster than the mainland, with high success rate and strong maturity. This also shows that chain enterprises in coastal areas have great market development space in regional expansion. It can be seen that large chain enterprises will also be produced in chain enterprises that have developed along the coast.
6. Expanding into different regions
Some coastal cities that have introduced chain management early and have formed a certain scale of chain enterprises have opened up the domestic market and developed chain organizations on a large scale since 1998. Mainly in the form of establishing chain branches and distribution centers in various places, we will concentrate on developing chain stores in one region, so as to realize the gradient transfer of these chain enterprises to surrounding areas and inland areas and obtain additional benefits in the new market. The cross-regional development of chain enterprises is a good start for the in-depth development of chain operation in China.
3. The whole process of education and training runs through
If the standardized management mode set by the chain store organizer is to be displayed in detail and accurately copied and executed in every single store and every operation process, it must be completed with lasting and standardized education and training. All the advantages of chain operation should be the pursuit of scale efficiency and low-cost expansion. In fact, the characteristics of this management organization and its operation form also bring the important characteristics of chain operation-the whole process of education and training.
IV. Modern information system
Build a highly informationized distribution center and transform its functions from a profit-making organization to a service department. Taking it out of the profit chain and planning the procurement, transportation, storage and distribution affairs of each distribution center in their respective regions in a unified way, as a straight-line service organization of branches, direct stores and franchisees, can we avoid the management confusion caused by too long internal distribution channels.
in modern management, the relationship between the head office, branches, direct stores and distribution centers of chain enterprises should be based on the computer network system. And information transmission runs through the whole workflow. It can be said that the information system of chain group is its nerve center, which organically links the operating systems of the whole chain group such as purchasing, sorting, processing, packaging, storage, transportation and distribution.
v. vertically integrated chain management system
the chain management mode requires vertically integrated chain management within the operating organization, that is, a supply chain should be formed between the chain headquarters as the axis, the forward and production enterprises, the middle and chain branches, and the backward and consumers. Each trading entity in the vertically integrated chain is a node, and the trading relationship between each node is no longer a trading relationship that exists in the market alone, but a cooperative relationship based on trust and mutual benefit, which is essentially a * * * relationship. This requires chain enterprises to closely connect the upper and lower ends, transfer the multi-layer transactions needed in the market to the interior of supply chain integration, minimize intermediate links, save circulation costs and reduce transaction costs. In the hierarchical structure of the group company, the hierarchical structure of the group head office-distribution center-branch-direct store-franchise store is adopted, and each organizational entity is a profit-making organization.
the direct consequence of this hierarchical structure is that the goods purchased by the head office have to go through three stages of circulation within the company before they finally reach the sales terminal, resulting in too long internal distribution channels, which is not conducive to cost reduction. Moreover, due to the pursuit of interests by various business entities, there will also be the phenomenon of cross-shipment and rush between distribution centers and branches, which will lead to confusion in operation and management, which is not conducive to the unified implementation of the business strategy of the head office.
VI. Diversification of capital
Because the chain operation is promoted by the government, fierce competition among chain enterprises will be formed in a short time. In some coastal cities and major cities, the competition of large supermarket chain enterprises is becoming increasingly fierce, and with the cross-regional operation of these chain enterprises, this competition is led to the surrounding areas and the mainland, until the national market.
Chain operation, a new form of enterprise organization, shows infinite vitality and has become the object of pursuit of various capitals. Many capitals have crossed the boundaries of industries and shown the trend of diversified investment.