Kweichow Moutai: unify internal transaction logistics and sales management platform to realize marketing innovation and technological innovation
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Enterprise Overview
Kweichow Moutai Co., Ltd. is a subsidiary of China Kweichow Moutai Distillery Co., Ltd., Kweichow Moutai Technology Development Company, Guizhou Textile Collective Industry Association, Shenzhen Tsinghua University Research Institute, China Food and Fermentation Industry Research Institute, Beijing Sugar Industry Tobacco and Alcohol Company, Jiangsu Sugar, Tobacco and Alcohol Corporation, Shanghai Jieqiang Tobacco Sugar and Alcohol (Group) Co., Ltd. and other eight companies jointly initiated and established shares approved by Guizhou Provincial People’s Government Qianfu Hanzi (1999) No. 291 Limited company with a registered capital of 185 million yuan.
Moutai is the number one brand of Chinese liquor. Won the first place in the “Hua Zun Cup” Chinese liquor brand value evaluation co-sponsored by China Liquor Circulation Association, China Brand Strategy Research Institute, Shenzhen Wuguzi Import and Export Co., Ltd. (formerly Shenzhen Wuguzi Trading Co., Ltd.) one. Simply put, it is the value of the top 200 Chinese liquor brands announced every year. In the 2010 evaluation, Moutai had a brand value of 53.146 billion yuan, ranking first among all liquors, beers, wines, health wines, and fruit wines. Kweichow Moutai Co., Ltd. is mainly engaged in the production and sales of Kweichow Moutai series products, as well as the production and sales of beverages, food and packaging materials, the development of anti-counterfeiting technology, and the research and development of related products for the information industry.
At present, Kweichow Moutai Co., Ltd. Moutai’s annual production volume has exceeded 30,000 tons; 43°, 38° Moutai expands the development space of the Moutai family of low-alcohol liquor; Moutai Prince Liquor and Moutai Yingbin Liquor meet the needs of middle and low-end consumption The needs of consumers; 15-year, 30-year-old, 50-year-old, and 80-year-old Moutai has filled the gaps in my country’s top-quality wine, vintage wine, and aged wine cellars; it has created a cascading product development model in China. It has formed three major series of low-grade, high-grade, low-grade, and top grade with more than 70 specifications and varieties, which have entered the market in all directions, thus occupying the commanding heights of the liquor market and dominating the top-grade wine market in China. Moutai is one of the three most famous distilled spirits in the world.
Key demands of information management
01
Information requirements
● Through the construction of the information management system, build Moutai’s centralized and unified internal transaction logistics and sales business management platform, realize the configuration of internal transactions, sales business policies, and business control rules, meet the application of multiple business processes, and standardize and control the platform Moutai sales and internal trading operations.
● Through the construction of the information management system, transparent production is realized, and the production site is monitored to realize the seamless connection of production from the wine warehouse workshop to the packaging workshop, and refined warehouse management; realize the overall management of the packaging and production of Moutai finished wine for sales Order-driven planning, so as to realize the coordinated production of sales company, production management department, material supply department, wine warehouse workshop, low alcohol wine workshop, and packaging workshop.
● Ensure the standardization of koji making, brewing, blending, storage and other processes through information technology, and inherit the unique style and taste of Moutai; use sensor technology to monitor and control the environmental parameters of the cellar, wine warehouse and production site to ensure product quality Consistency; through the analysis of process parameters, it is possible to improve the first-class product rate and develop the standard process of Moutai.
● Establish a product anti-counterfeiting identification system through technical means to prevent counterfeiting; establish a consumer product inquiry system to prevent “real bottles of fake wine”, strengthen the management of the distribution link, and prevent “sand sale of counterfeit products.”
02
The Informatization Process of Moutai in Kweichow
● 2000: U8 financial supply chain system construction
● 2005: Implement BI system
● 2006: NC Group financial system construction
● 2007: NC supply chain implementation; finished wine sales management; material management; e-commerce
● 2009: Management consulting; production blending system; intelligent park system integration; automated warehouse system integration
● 2010: Twelfth Five-Year IT planning; supply chain system optimization; first-phase construction of production management system; construction of unified coding system; quality traceability and anti-counterfeiting and anti-squatting system
● 2011: Phase II of Production System; Master Data Management System; Wine Warehouse Management System; RFID System Integration; Marketing Management System; RFID System
Key applications of informatization
01
Organization
02
Overall application architecture
03
Key application
1. Realize technological innovation and improve production efficiency through the informatization of production management.
Through the production management system (packaging, blending, koji making, wine making), the coordination of sales plan, production plan, and packaging material procurement plan was realized, and Moutai lean production management was realized, production site management was standardized, and raw wine production capacity was optimized.
2. Realize process innovation through blending system integration to ensure quality and increase production capacity.
The whole process of blending is managed through the system, and all the original information from the small tick to the big tick is managed to ensure the quality of the blended wine.
Work flow chart of automated large container blending system
3. Realize marketing innovation through e-commerce platform and complete channel diversification.
The system provides enterprises with an electronic trading platform, which reduces operating costs and reduces sales links and repetitive processes.
4. Unify the information platform, eliminate information islands, and realize process reengineering.
Through the system, all the information of Moutai is built on a platform to realize group information sharing and avoid information islands.
5. With financial management as the core, realize comprehensive budget and cost and expense control.
6. Automated warehouse system integration to realize intelligent logistics system.
7. Realize management innovation through monitoring system integration and implement timely management.
Through the system, the temperature and humidity, smoke, alcohol, water quality, and atmosphere of the wine warehouse, wine workshop, and packaging workshop are monitored.
8. Build a whole-process quality traceability system.
9. Implement a global intelligent analysis system.
Application results display
● In sales management, timely and accurately control the sales collection situation to facilitate timely corresponding business processing; ensure that the sales company’s sales price, credit and other sales policies are effectively implemented in the sales activities; solve the statistics generated by special sales operations Error problem.
● Purchasing management realizes the separation of demand and procurement, the separation of bidding and procurement, the separation of supervision and inspection, the separation of procurement and payment, the establishment of a “five power separation” procurement model of planning, procurement, quality, price and payment, and the realization of the demand department and the bidding department , Purchasing department, material supervision department, quality inspection department, financial department and other departments supervise and restrict each other; through standardizing the group-wide procurement process, reduce inventory occupation, reduce procurement costs, and improve procurement quality.
● In inventory management, joint-stock companies, sales companies, and transit warehouses in various regions work together on the same platform, which directly reduces the workload of paper receipts and report preparation and transmission. Because the data is stored in the server, the workload of reconciliation is reduced, which is convenient for analysis and reuse. .
● Ensure the standardization of koji making, brewing, blending, storage and other processes in production management; monitor and control the environmental parameters of pits, wine warehouses and production sites to ensure the consistency of product quality; implement transparent production and monitor the production site , Improve the first-class product rate and develop the standard technology of Moutai.
● In terms of quality management, the Moutai Group’s internal quality assurance system and quality problem traceability system have been established. When accidents and vicious events occur, it can provide evidence to distinguish responsibilities, prevent business risks, trace quality responsibilities, and strengthen internal control; establish product anti-counterfeiting identification System to prevent counterfeiting.
● In terms of financial management, the financial accounting system of the whole group is unified, and the financial supervision over the business is strengthened, and the automatic generation of business documents to financial vouchers is realized, and the timely and accurate reflection of the financial on the business is realized. .
● Unify fund scheduling and fund plan through fund management; supervise fund usage and accelerate fund turnover; introduce fund expenditure approval mechanism to reduce fund usage risk; provide online banking data and financial interface functions to provide timely feedback on fund usage status.
● Moutai “BI and Decision Support Management System” provides a concise management desktop for each analysis topic, and the system provides integrated management including sales map warning, fund monitoring, profit monitoring, inventory monitoring, production monitoring, sales monitoring and other topics desktop.
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