The annual "Double Eleven" is coming soon. This shopping festival created by Alibaba has become a special festival for many e-commerce platforms to compete on the same stage and consume carnival for the whole people after 10 years of development.
Behind the huge shopping and consumption behavior, a strong logistics supply chain is needed to support it. Every year, Double 11 is a big test for the company's supply chain.
How to manage the supply chain in the early stage of Double Eleven?
Based on practical experience, we will focus on five aspects: Double 11 Leading Group, Double 11 Order Plan, Production and Quality Management, Warehousing Management, and Customer Service Management.
01 Double 11 Leadership Group
The purpose of establishing the Double 11 Leading Group is actually two: to solve the problem of order surge and to mobilize the entire company's resources.
During Double Eleven, when a large number of orders appear at the same time, a professional team is required to coordinate the overall work, allocate resources reasonably, and mobilize resources to solve problems.
The Double 11 leading group shall make a reasonable division of labor for personnel and mobilize the overall enthusiasm of employees by convening a mobilization meeting.
02 Double 11 Order Plan
When making production plans, two problems are most likely to occur. On the one hand, the order estimate fails, resulting in serious inventory; on the other hand, the production cycle estimate is incorrect.
First of all, we need to estimate the sales volume of Double 11 first, and we can basically estimate the order volume of Double 11 at 35 times the daily sales volume.
Secondly, we must analyze production capacity data to ensure the timely supply of Double 11.
Finally, count the order data from various channels and conduct regular order data analysis.
03 Production and Quality Management
When orders in Double 11 surge, problems such as chaos in production orders and uncontrolled quality often occur.
For example, order A is very urgent, but the factory is not clear about it and is still producing order B, so order A is therefore delayed. When there are too many orders, workmanship declines and lack of raw materials often occur.
At this time, production and quality control are particularly important. Merchants need to choose high-quality suppliers to ensure production quality.
Usually we will obtain supplier resources from friends’ introductions, exhibitions and other channels. When deleting suppliers, the supplier needs to be inspected and the corresponding factory inspection report must be issued.
To understand the general situation of this factory, the capabilities of the relevant departments, on-site production quality, including the boss's situation, etc., we also need to conduct a full year of data analysis of the factory quality, cost, and payment.
In order management, special emergency orders need to be marked independently, such as Double 11 orders will be marked as Samsung. Focus on following up key or problem orders, and give priority to following up orders with insufficient staff.
04 Warehousing Management
The characteristic of e-commerce is to be fast. In the case of a particularly large order volume on Double 11, warehousing is prone to shipment chaos, including missed issuance, missed issuance, logistics filing, oversold, and return processing in-store. Among them, oversold is the most terrifying.
Merchants need to set up multiple temporary delivery teams to deliver 24 hours a day.
Delivery starts at 2 a.m. on Double 11, many problems will be solved, and orders can be effectively guaranteed. If they are sent again during the day, there will be a liquidation situation.
The temporary delivery team will conduct division of labor and delivery training for the corresponding personnel in advance, and how to pick up and ship goods, so that they can officially start work during Double 11 after learning.
In the early stage of Double 11, merchants need to communicate with logistics in advance and make evaluations. If the commonly used logistics cannot fully load the order volume of Double 11, they need to prepare a backup plan and reach an agreement with other logistics with strong timeliness in advance.
05 Customer Service Management
The number of customer service personnel on Double 11 should be increased to more than double the usual ones to meet customer consultation.
You can also use customer service robot software to assist customer service to respond. However, due to the huge number of Double 11 order consultations, it is still easy to have problems such as bursting screens and piles of after-sales orders.
In response to pre-sales explosion, merchants can prepare for response in advance, use operation assistants and robot settings, and customer service first screens various problems, which can help the robot work better.
The most common occurrence of Double 11 is after-sales problem, such as the return rate of women's clothing may be as high as about 50%. How to reduce the return rate is something that merchants need to pay attention to.
During the return process, it is necessary to process it carefully and negotiate a return. For products under 200 yuan, you can return it as soon as you see the logistics.
Regarding returns, detailed analysis is needed in the later stage. Is it a quality issue or a warehousing and logistics issue? What is the return ratio of each type? It must be reflected in the after-sales analysis report, and then improvements are made to address the problems.
As an e-commerce person, I have been starting a business for more than 7 years. The above are some practical experiences about supply chains I have shared with you.
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