The competition of tea brands intensified during the same period. Talking about how to differentiate with Bama Tea, Hua Xiangyuan and other brands, founder Chen Heping said that Internet e-commerce retail may be an opportunity. In 2014, the team started to enter various e-commerce platforms. After nearly three years of exploration, through keen observation and rapid production and research, they finally created an original popular product -- red bean's Job's tears tea, which was the first shot of the brand!
1. Why is Chen Yifan, a tea merchant in Anxi, enjoying the e-commerce market?
Tea is a relatively non-target commodity with a wide range of origin, strong region and seasonal attributes of agricultural products. Chen Yifan mainly starts from two dimensions: first, the selection of the first dimension is completed from the variety, region and season of tea; Secondly, by empowering upstream suppliers, guiding tea farmers to study and communicate with each other, helping them to better manage tea gardens and mountains, introducing advanced tea production technology and machinery, etc., improving tea quality in an all-round way, and giving back to consumers with highly cost-effective products.
At present, Chen Yifan mainly builds his own channels on JD.com, Tmall, Taobao, Kuaishou, Douyin, Vipshop and other platforms, and has nearly 200 stores online. During the same period, nearly 20 or 30 brands such as Fu Mingyuan, Chen Yifan, Tea Xiaoxin and Cyba Xian were incubated. The number of followers of some stores exceeded one to two million users, gradually becoming the tea brands familiar to consumers.
Since 2019, Chen Yifan's online orders have witnessed explosive growth. Taking into account his own business development and expansion needs, Chen Yifan needs to use software with more complete functions to realize the overall online and offline order processing and warehousing standardization process. Through market research, it was found that Wanliuniu ERP product was in line with the company's development expectations, so it was the first to launch Wanliu ERP. Later, in order to strengthen warehouse management and operational efficiency, WMS system was newly launched, which mainly used functional modules including input and input warehouse, warehouse location management module, logistics delivery and order processing.
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At present, the SKUs of Chen Yifan warehouse are over 4000, covering 30+ brands and nearly 200 online stores. During the period of mid-618 this year, the order volume will increase by about 50%. It is estimated that the average daily order volume will be 2w during the period of order busting, plus JD warehouse. The average daily total is about 40,000 orders.
1. Set inventory early warning, pack and pre-match moving marketing coordination
Chen Yifan's raw tea goes deep into the origin for direct mining, set inventory early warning in advance, pack consumables, construction period estimation, etc., and timely moving marketing coordination can be achieved. Tea e-commerce has strong holiday attributes, products are divided into gift boxes, plastic cans, bags, etc., at the same time, the distribution of single and wholesale orders. For the order processing module, order segmentation and group segmentation were carried out with the help of Wanliniu ERP, which helped Chen Yifan improve the order processing efficiency of the omni-channel platform.
2, standard operation, warehouse efficiency increased by 100%
Before the use of Wanliniu system, the whole warehouse operation purely rely on artificial memory, the site management is more chaotic, there is no concept of warehouse location inventory, with the system upgrade, Through the business processes of Wanliuniu in series, such as warehouse entry and exit, inventory/warehouse location management, post-ordering, picking, inventory, sales and return, the whole set of back-end warehouse operations are standardized. In addition, the operation interface is easy to understand, which is convenient for the training of temporary workers when the warehouse is out, and is conducive to improving the overall efficiency of the warehouse.
Before using Wanliuniu, Chen Yifan's warehousing efficiency was about 30 orders per person per hour. After quick learning and mastering, using Wanliuniu WMS system and matching handheld PDA, the average working efficiency was increased to 60 orders per person per hour under the condition that the warehouse operators remained unchanged.
3, intelligent express matching, effective control of logistics costs
On the express cost, Chen Yifan gives up the original Courier company billing model, with the Wanliniu system express priority matching principle, according to the offer of each Courier company and system intelligent screening, not only improve the efficiency of logistics delivery, It also significantly reduces the transportation cost of logistics.
Generally speaking, stores with different unit prices of customers distinguish different express deliveries, effectively control express costs, ensure fast delivery of goods to customers, and improve the rate of customers' repurchase by enhancing after-sales service quality. According to the comprehensive data feedback, nearly 30% of Chen Yifan's sales come from old customers' buybacks, which is also a great recognition of the brand.
Q1 Please briefly introduce the development history of Chen Yifan brand.
We have spent nearly three years to lay a solid foundation since 2014. In 2017, we saw a product in the big data -- Job's tears red bean tea, which met the needs of consumers very well. Within four or five days, we developed the product and sold it. I got the team's first bucket of gold.
In the early stage of our sustainable development, we still need to rely on the model and sales. Through Amoeba's operation and management mode, we differentiate from the region and space, so that different teams have a new breakthrough. We now have nearly 200 stores online, mainly on Jingdong, Tmall, Taobao, Kuaishou, Douyin and Vipshop. Later return to the essence of business, is how to give users more cost-effective things is how to give users more valuable more cost-effective things. Going forward, our core competitive advantages mainly lie in big data digital analysis ability, marketing ability, marketing ability, channel ability, supply chain ability, upstream and downstream collaboration ability and product development ability. For example, Chen Yifan's brand up to now, basically the fans of a single store can reach millions of levels, and the recognition of our consumers. It is also our motivation and original intention to keep going.
Q2 Why Wanli Cattle is selected for omnichannel order and warehouse management?
In 2019, our orders showed an explosive growth, so we began to seek order management software on the market to help us improve processing efficiency. We launched Wanliniu ERP system, which gave us the opportunity to cooperate with Wanliniu. At the beginning of this year, we also launched WMS system. But there are some limitations to the development of the warehouse.
Our warehouse has more than 30 brands and tea varieties, which involves inventory management such as warehousing, inventory management, warehouse location management and order management. In addition, with the continuous explosive growth of single store, ERP will favor the operation and sales end. WMS system is more suitable for the scene of standardization and standardization of warehouse process. The system function is relatively sound, we use the most functions are generally storage module, storage location inventory, delivery process management, can cooperate with handheld PDA terminal equipment, to achieve side sorting and secondary sorting.
What are the most satisfactory function points of Q3 after the launch of Wanliuniu system?
The daily order volume of our self-run warehouse in Anxi is 10,000 ~ 20,000, and the volume of 618 orders increases by about 40%. The total daily order volume in the big promotion period is 4w+. Now it is settled in the self-run warehouse of Jingdong, which can also ensure the delivery timeliness of orders of Jingdong. When picking goods, intelligent strategies are set to distinguish the same product and mixed product wave for ordering and sorting. At the same time, products and packaging links are effectively separated to improve the working efficiency of warehouse personnel.
At present, Chen Yifan has more than 200 online stores, which are carefully operated according to different consumption abilities. The intelligent express matching function of Wanliniu can help us to save delivery costs.
Our tea is directly harvested deep into the origin and finished products are put into storage after unified processing and packaging in the warehouse. The inventory data is not clear before using Wanli cow WMS. Now we can make production plan according to the inventory warning function, and process and produce in advance to meet the moving pin demand of explosive products during the promotion period.
Compared a number of ERP and WMS system background on the market, the operation interface of Wanliniu is more easy to understand, the main menu and the secondary menu is close to the consumer's use habits, get started relatively fast; When single chain breaks out, temporary workers can get started as soon as possible, instead of relying on employees familiar with the warehouse, we can effectively reduce the cost of staff training.
