Liquor + coffee, cup after cup.
One is a national-level coffee, and the other is the absolute king of liquor. The co-branding of these two brands is definitely the most popular co-branding this year. On September 4, the “Sauce Sauce Latte” co-branded by Kweichow Moutai and Luckin became a hot topic on Weibo as soon as it was launched. Many young people said: "The first cup of Maotai in life was given by Ruixing." Ruixing related topics basically "lived" on Weibo's hot searches: the topic of Maotai-flavored coffee topped Weibo, TikTok The most popular search for Yin Shuang.
While brand co-branding itself brings astonishing speed, it also tests the strength of Luckin Coffee’s supply chain.
According to official news, the sales volume of Maotai-flavored latte on the first day was 542,000 cups+, and the sales of single products were 100 million yuan+. On average, each store sold at least 500 cups of Maotai-flavored latte alone. From this point of view, Ruixing needs to achieve supply chain collaboration in raw material supply, production planning and quantity, logistics and delivery, and every link must not be missed.
Therefore, the key to the success of “Soy Sauce Latte” may be Ruixing’s ultimate exploration of supply chain channels.
In this regard, let’s talk about the joint branding of Ruixing and Moutai from the perspective of supply chain digital management.
What is a digital supply chain
The traditional supply chain is a linear supply chain model that focuses on internal connections and has poor flexibility, thus affecting the value of the entire supply chain collaboration.
The digital supply chain is a new generation of information technology based on the Internet, Internet of Things, big data, artificial intelligence, etc., which is value creation-oriented, customer-centered, and data-driven, and plans the entire business process of the supply chain. , execution, control and optimization, a networked supply chain system with data integration, resource sharing and business collaboration for overall planning of physical logistics, information flow and capital chain.
In this series of processes, it involves the flow of many objects, such as the purchase, storage and transportation of coffee beans, which is physical flow; in the entire series, there is the flow of a lot of data information, such as the number of coffee beans harvested each season, transportation Which warehouse information is given, etc., these are information flows; finally, there is the payment of various fees, which is the flow of money.
The value of the digital supply chain lies in improving the speed and efficiency of the supply chain. It can transfer all the above "third-stream information" data online, apply digital means, open up the restrictions on information exchange in each link of the supply chain, and quickly connect supply channels and solve problems. emergency. The digital supply chain can also achieve end-to-end visibility of the supply chain and maximize the use of data to provide a basis for intelligent decision-making.
Application of Luckin’s digital supply chain
According to public information, Luckin has self-operated stores in 70 cities in China and partner stores in 265 cities, with a total number of 10,836 stores.
However, Luckin does not have any self-built warehouses.
Currently working with three third-party warehouse and fulfillment service providers, Luckin is responsible for inventory storage, allocation between warehouses, and fulfillment from warehouses to stores. As of December 31, 2022, Luckin leased approximately 30 warehouses from third-party logistics providers.
A digitally empowered supply chain can provide guarantee for Luckin’s stable operations. In the context of Luckin's rapid product introduction and thousands of store expansions, in order to fully meet the requirements for horizontally integrated operation of the supply chain, it can realize business series and collaborative decision-making from products, procurement, store ordering to warehousing and distribution, and build data visualization to enable real-time Analyze the sales status of each store and automatically place orders for replenishment through the warehouse leased by Luckin.
At the same time, Luckin is also able to track the inventory levels of each leased warehouse in real time, and monitor and manage warehouse operations from the moment the goods enter the warehouse until they are sent and delivered to Luckin's stores, maximizing the overall value of the supply chain. application.
3. How to build a digital supply chain
Based on the supply chain business scenario and the supply chain digital application process, it can be seen that the application of the One Object One Code core technology is very consistent with the construction of a digital supply chain management system. Based on this, building a digital supply chain can be divided into several stages:
The first is data capture, using the product's "unique code" as the carrier to collect business data from production to sales in all scenarios, forming supply chain structural data, operational data and process difference data.
The second is data classification, which requires the collection of indicators and parameters of business departments. Through the Aichuangma middle platform, third-party multi-channel data such as SAP, MES, WMS, and CRM can be connected to build a complete, true, accurate, usable, and traceable data. Enterprise metadata and apply the data to specific business scenarios.
The last step is data accumulation and sharing. While personnel in various positions and links improve their data-based capabilities, through the Aichuangma middle platform, multiple data analysis model algorithms + massive BI visual reports, we can gain in-depth insights into target groups and intelligently analyze and extract business characteristics, diagnose business needs, and share capabilities among personnel in relevant links and between departments, and work collaboratively to form "same channel, same frequency" improvement and achieve multi-dimensional integration and collaboration of "system-people-business".
——Conclusion——
In recent years, new tea drink brand co-brands have emerged one after another, but it is true that there are not many such as Luckin x Moutai that have set off a phenomenon-level consumption and communication "craze". When an enterprise consolidates the digitalization, standardization, and collaboration capabilities of supply chain management, enough to allow new products to reach almost everyone, the spark of product innovation can start a prairie fire in an instant.