供應(yīng)鏈管理作業(yè)-Zara案例分析

Zara:ApparelManufacturingandRetailZaraisachainoffashionstoresownedbyInditex，largestapparelmanufacturerandretailer.In2007,Inditexreportedsalesofabout9.5billioneurosfrommorethan3600retailoutletsin68countries.Thecompanyopenedabouttwonewstoresforeachdayin2007IntheindustryinwhichcustomerdemandisZarahasgrownrapidlywithastrategytobehighlyresponsivetochangingtrendswithaffordableprices。Whereasdesign—to—salescycletimesintheapparelindustryhavetraditionallyaveragedmorethansixmonths，Zarahasachievedcycletimesoffourtosixweeks.ThisspeedallowsZaratointroducenewdesignseveryweekandchange75percentofitsmerchandisedisplayeverythreetofourweeks.Thus,Zara’sproductiondisplaymatchcustomerpreferencesmuchmorecloselythanthecompetitionTheresultistheZarasellsmostofitsproductsatfullpriceandhasabouthalfthemarkdownsinitsstorescomparedtothecompetition.ZaramanufacturesitsapparelusingacombinationofflexibleandquicksourcesinEurope（mostlyPortugalandSpain）andlow—costsourcesinAsia.Thiscontrastswithmostapparelmanufacturers，whohavemovedmostoftheirmanufacturingtoAsia.About40percentofthemanufacturingcapacityisownedbyInditex，withtherestoutsourced.Productswithhighlyuncertaindemandaresourcedoutof Europe,whereasproductsthataremorepredictablearesourcedfromitsAsianlocations.Morethan40precentofitsfinished—goodspurchasesandmostofitsin—houseproductionoccurafterthesalesseasonstarts.Thiscompareswithlessthan20percentproductionafterthestartofasalesseasonforatypical retailer。Thisresponsivenessandthepostponement of decisions until aftertrendsareknown allow Zarato reduceinventories and forecast error. Zara has also invested heavily in informationtechnologytoensurethatthelatestsalesdataareavailabletodrivereplenishmentandproductiondecision.In2007，InditexdistributedtostoresallovertheworldfromeightdistributioncenterslocatedinSpain。Thegroupclaimedanaveragedeliverytimeof 24hoursforEuropeanstoresanduptoamaximumof40hoursforstoresinAmericaorAsiafromthetimetheorderwasreceivedinthedistributioncenter（DC)tothetimeitdeliveredtothestores.ShipmentsfromtheDCstostoresweremadeseveraltimesaweek。Thisallowedstoreinventorytocloselymatchcustomerdemand.In2007 Inditexdistributed627milliongarmentsglobally.Thefollowingquestionsraisesupply chainissuesthatarecentraltostrategyandsuccess:whatadvantagedoesZaragainagainstthecompetitionbyhavingaresponsivesupplychain？Whereasdesign—to-salescycletimesintheapparelindustryhavetraditionallyaveragedmorethansixmonths，Zarahasachievedcycletimesoffourtosixweeks.ThisspeedallowsZaratointroducenewdesignseveryweekandchange75percentofitsmerchandisedisplayeverythreetofourweeks.Thus,Zara’sproductiondisplaymatchcustomerpreferencesmuchmorecloselythanthecompetition.TheresultistheZarasellsmostofitsproductsatfullpriceandhasabouthalfthemarkdownsinitsstorescomparedtothecompetition。ZARAZARA的前導(dǎo)時(shí)間（柜臺(tái)上出售的時(shí)間6～9120ZARA71212ZARAZARA的零售只設(shè)專(zhuān)賣(mài)店，那是ZARA的窗口與眼睛，不搞特許經(jīng)營(yíng)。專(zhuān)賣(mài)店每周根據(jù)銷(xiāo)售情況下訂單兩次，這就減少了需要打折處理存貨的機(jī)率，也降低了庫(kù)存.ZARAZARA一年中大約推出120000也ZARA的零售只設(shè)專(zhuān)賣(mài)店，那是ZARA的窗口與眼睛，不搞特許經(jīng)營(yíng)。專(zhuān)賣(mài)店每周根據(jù)銷(xiāo)售情況下訂單兩次，這就減少了需要打折處理存貨的機(jī)率，也降低了庫(kù)存.ZARAWhyhasInditexchosentohavebothin—housemanufacturingandoutsourcedmanufacturing?WhyhasInditexmaintainedmanufacturingcapacityinEuropeeventhoughmanufacturinginAsiaismuchProductswithhighlyuncertaindemandaresourcedoutof Europe,whereasproductsthataremorepredictablearesourcedfromitsAsianlocations。20.ZARA自己設(shè)立了20個(gè)高度自動(dòng)化的染色、剪裁中心，而把人力密集型的工作外包給周邊500至家庭作坊,而把這2020020ZARAZARA采取垂直整合的生產(chǎn)管理.公司自己在西班牙擁有22家工廠,其50%的產(chǎn)品是通過(guò)它白己的工廠來(lái)完成的,但是所有的縫制毛作都是轉(zhuǎn)包商完成的.ZARA的生產(chǎn)線都是小批量的流水線.垂直整合的生產(chǎn)管理保證了產(chǎn)品的及時(shí)供應(yīng)。自行生產(chǎn)才能保證抓住生產(chǎn)流程,緊跟時(shí)尚潮垂直整合的生產(chǎn)管理保證了產(chǎn)品的及時(shí)供應(yīng)。自行生產(chǎn)才能保證抓住生產(chǎn)流程,緊跟時(shí)尚潮流，緊跟顧客喜好。對(duì)衣物的識(shí)別使用著統(tǒng)一的標(biāo)準(zhǔn).使得在整個(gè)供應(yīng)鏈的運(yùn)作過(guò)程中，關(guān)流，緊跟顧客喜好。對(duì)衣物的識(shí)別使用著統(tǒng)一的標(biāo)準(zhǔn).使得在整個(gè)供應(yīng)鏈的運(yùn)作過(guò)程中，關(guān)于同一款式服裝的信息之間絕對(duì)不會(huì)存在任何的不匹配現(xiàn)象，從而保證了信息傳遞的流暢，于同一款式服裝的信息之間絕對(duì)不會(huì)存在任何的不匹配現(xiàn)象，從而保證了信息傳遞的流暢，進(jìn)而確保了供應(yīng)鏈的快速響應(yīng)。進(jìn)而確保了供應(yīng)鏈的快速響應(yīng)。Why does Zara source products with uncertain demand from localmanufacturers and products with predictable demand from manufacturers?ZARA運(yùn)用西班牙、葡萄牙廉價(jià)的生產(chǎn)資源以及鄰近歐洲的地緣優(yōu)勢(shì)，大幅降低產(chǎn)品制造與JITZARA運(yùn)用西班牙、葡萄牙廉價(jià)的生產(chǎn)資源以及鄰近歐洲的地緣優(yōu)勢(shì)，大幅降低產(chǎn)品制造與JIT價(jià)廉的產(chǎn)品的關(guān)鍵原因。價(jià)廉的產(chǎn)品的關(guān)鍵原因。WhatadvantagedoesZaragainfromreplenishingitsstoresmultipletimesaweekcomparedtoalessfrequentschedule？Howdoesthefrequencyofreplenishmentaffectthedesignofitsdistributionsystem?Thisallowedstoreinventorytocloselymatchcustomerdemand。ZARA總部設(shè)有雙車(chē)道高速公路直通各配送中心.通常訂單收到后八個(gè)小時(shí)內(nèi)貨物就可以被設(shè)計(jì)師其平均歲數(shù)只有25無(wú)形中建立起ZARAZARA總部設(shè)有雙車(chē)道高速公路直通各配送中心.通常訂單收到后八個(gè)小時(shí)內(nèi)貨物就可以被運(yùn)走，每周給各專(zhuān)賣(mài)店配貨兩次.服裝被從物流中心用卡車(chē)直接運(yùn)送到歐洲的各個(gè)專(zhuān)賣(mài)店，運(yùn)走，每周給各專(zhuān)賣(mài)店配貨兩次.服裝被從物流中心用卡車(chē)直接運(yùn)送到歐洲的各個(gè)專(zhuān)賣(mài)店，并利用附近的兩個(gè)空運(yùn)基地運(yùn)送到美國(guó)和亞洲，再利用第三方物流的卡車(chē)送往各專(zhuān)買(mǎi)店。越庫(kù)配送，即商品到了配送中心以后,不進(jìn)庫(kù)，而直接在站臺(tái)上向需要的客戶(hù)進(jìn)行配并利用附近的兩個(gè)空運(yùn)基地運(yùn)送到美國(guó)和亞洲，再利用第三方物流的卡車(chē)送往各專(zhuān)買(mǎi)店。越庫(kù)配送，即商品到了配送中心以后,不進(jìn)庫(kù)，而直接在站臺(tái)上向需要的客戶(hù)進(jìn)行配送,ZARA的配送中心不存儲(chǔ)任何商品,它只是作為在當(dāng)?shù)厣a(chǎn)公司和專(zhuān)賣(mài)店間調(diào)選貨物改變商品運(yùn)輸路徑的中心樞紐點(diǎn),只要專(zhuān)賣(mài)店的訂單完成打包之后,每個(gè)專(zhuān)賣(mài)店的訂單都被獨(dú)立打包,然后直接從配送中心載貨送到專(zhuān)賣(mài)店上架銷(xiāo)售為了提高配送的響應(yīng)速度,ZARA在運(yùn)輸方面也因地制宜,在歐洲大陸內(nèi),通常使用卡車(chē)運(yùn)輸貨物,在歐洲之外的地方則通常使用空運(yùn),快速及時(shí)的配送使得ZARA專(zhuān)賣(mài)店每周都能進(jìn)行兩次商品補(bǔ)貨或者進(jìn)新品配貨ZARA采取前向一體化的銷(xiāo)售模式,為了讓消費(fèi)者趕上最新流行的腳步，ZARA各連鎖店每周ZARA擁有一個(gè)基于WEB的供應(yīng)商管理平臺(tái)，通過(guò)平臺(tái)，總部可以檢測(cè)從發(fā)貨、出關(guān)、運(yùn)輸、通關(guān)到門(mén)店的全過(guò)程，基于信息互聯(lián)完成對(duì)物流的管理.ZARA采取前向一體化的銷(xiāo)售模式,為了讓消費(fèi)者趕上最新流行的腳步，ZARA各連鎖店每周一定會(huì)有新品上市，商品上下架的替換率非?？臁６腋鞯觋惲械拿考唐吠ǔＶ挥形寮?kù)一定會(huì)有新品上市，商品上下架的替換率非?？?。而且各店陳列的每件商品通常只有五件庫(kù)存量，屬于多樣少量經(jīng)營(yíng)模式.每周兩次的補(bǔ)貨上架，每隔3周,其服裝店內(nèi)所有商品一定要存量，屬于多樣少量經(jīng)營(yíng)模式.每周兩次的補(bǔ)貨上架，每隔3周,其服裝店內(nèi)所有商品一定要全部換新.全球各店在兩周內(nèi)就可同步進(jìn)行更新完畢。ZARA只設(shè)專(zhuān)賣(mài)店,