Analyze the bottleneck of cabinet brand expansion

Due to the different shapes and sizes of customers' kitchens, cabinets are customized products. The depth of the cabinet enterprise from the customer's order to the delivery of the customer is much greater than that of the general merchandise. Its lengthy sales, production and installation service chains have become the bottleneck for the development and expansion of the cabinet enterprise. The competitiveness of the cabinet enterprise is hindered. This bottleneck must be overcome with the help of digital informatization.

The production process of cabinets is very different from that of general FMCG manufacturing. Cabinets are durable consumer goods and it is difficult to carry out uniform mass production. Generally speaking, consumers can immediately take away and use general products such as electrical appliances, clothing, food, and automobiles in supermarkets or stores. However, the purchase process of cabinets is much more complicated. Customers first buy their products in cabinet sales stores according to their preferences After selecting the series, material, style, color, etc., after signing the contract, the designer needs to measure the size, draw the design drawing, and confirm it again by the customer. This is only the first step of the cabinet terminal sales; the next store It is necessary to transfer the complete set of cabinet orders with various complex information ordered by the customer to the factory. The factory first dismantles the orders according to the cabinet orders, and then carries out the production of non-standard parts of the cabinet, standard parts, countertops, hardware, and finished product assembly. Inspection, etc., after the completion of this series of processes, they will be put into the warehouse, and then arrive at the specialty stores in the country through logistics. After that, the installation personnel will also need to install and accept the customers for the door. This is the end of the entire cabinet sales process.

Analysis of the bottleneck of cabinet brand expansion:

The enterprise encountered a bottleneck in the process of scale expansion. This bottleneck is not an individual phenomenon in the cabinet industry brand expansion process.

1. The cabinet contains many categories and complex quotations, and if the customer chooses a non-standard configuration, the calculation is more troublesome.

2. Order transmission is lagging, often by fax. The factory cannot perform real-time and efficient statistics, query and management of order information, and it is difficult to support different concurrent information needs from different places.

3. Settlement between the dealer and the headquarters usually relies on manual calculation of orders, plus some promotional and other support activities, the work efficiency is not high and error-prone.

4. Demolition is completely dependent on manual processing, which is an important reason for producing wrong parts, missing parts and blocking orders.

5. In terms of management, including warehouse raw materials, semi-finished product inventory, finished product inventory, production front-line employees, the packaging of finished products and semi-finished products is completely handled manually, etc. If there is no effective management, it is also a high incidence of missing parts.

6. When the products leave the factory, because there are many types of customer orders (including cabinets, large hardware, countertops, electrical appliances, etc.), and the outside of the packaging mostly depends on manual identification processing, there is no effective technical verification means, so the wrong delivery of goods due to packaging and logistics, The missing rate often accounts for about 16% of the total customer complaints.

7. Some unscrupulous dealers have a "flying order" phenomenon. Due to the low threshold for cabinet processing, some dealers often use the brand of a certain brand of cabinets and make rough cabinets in local workshops. The so-called "hanging sheep's heads selling dog meat" phenomenon . There is no good anti-counterfeit control mechanism.

Under the increasingly fierce competition in the cabinet industry, it is time to consider how to solve the above problems with information technology. In the process of design and implementation of informatization construction, the following key factors need to be comprehensively considered based on the enterprise's management level, the overall quality of personnel, logistics distribution capabilities, channel architecture, financial resources and other hardware conditions.


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