promoting logistics outsourcing in china

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Page 1: Promoting Logistics Outsourcing In China

如何开拓中国物流外包市场Promoting Logistics Outsourcing in China

2006 年 7 月 26-27 日 , 成都

26-27 July 2006, Chengdu

吴汉松

美国总统轮船有限公司

美集物流运输有限公司

驻中国首席代表

Page 2: Promoting Logistics Outsourcing In China

I. 中国物流发展趋势及面临的挑战 China Logistics Trends and Challenges

II. 业务流程外包( BPO ):物流业务外包 Business Process Outsourcing (BPO): Logistics Outsourcing

III. 业务流程外包实例 BPO Examples

IV. 结论 Conclusion

V. 美集物流简介 About APL Logistics

议程 Agenda

Page 3: Promoting Logistics Outsourcing In China

I. 中国物流发展趋势及面临挑战: 外包的潜力及外包的必求

China Logistics Trends and Challenges:

The Potential and Need for Outsourcing

Page 4: Promoting Logistics Outsourcing In China

1,105

2,251

3,307

221450

661

0

500

1000

1500

2000

2500

3000

3500

2000 2005 2010

十亿

美元

US

$ B

illio

n

国内生产总值 GDP

物流 Logistics

中国物流开支 Logistics Spend In China

年份 Year

Notes: a. Logistics Spend is 20% of GDP

b. Only 10% of Logistics Spend is outsourced to 3PL’s

Source: National Bureau of Statistics, China Statistical Yearbook 2004; National Bureau of Statistics plan report. - Last page update: 21 May 2006 WWW.CFTC.ORG.CN Jun,2006 : www..cccv..cn Jun,2006: Mercer on Travel and Transport

注: a. 物流花费占国内生产总值的 20%

b. 仅有 10% 的物流花费外包给第三方物流提供商

Page 5: Promoting Logistics Outsourcing In China

行业挑战及趋势 Industry Challenges and Trends

复杂化:更加复杂的供应链整合需求 Complexity: More complex integrated Supply Chain Needs 竞争:高竞争环境(世贸 / 自由贸易区) Competition: Highly competitive environment (WTO/FTA) 伙伴管理:要求减少伙伴,供应商和服务商的数量 Partner Management: Decrease in number of partners, vendors, and service providers required 采购:以中国作为重要市场的全球采购的增加 Sourcing: Increase in global sourcing with China as a key market 成本压力:高成本压力,向精简型物流发展 Cost Pressure: High cost pressure and move towards lean logistics 信息可见度:需要在早期就有高度可见度的信息 Information Visibility: Early visibility of information required 灵活性 : 更高的出货频率 : 小批量 ( 国内市场 ), 大批量 ( 国际市场 ) Flexibility: Higher Delivery frequency in smaller shipments (domestic) and larger shipments (international) 可预见性 : 需要更高的预测能力 Predictability: Better forecasting required 安全性 : 更严格的保安要求以及对上游供应链的控制 Security: Heightened security requirements and need to take control of upstream supply chain

Page 6: Promoting Logistics Outsourcing In China

全球趋势及中国视角 Global Trends and China Perspective

1960-1970s

人工 , 纸头计划 Manual, paper-based planning

功能性管理

Functional Management MRP

物料资源筹划

MRP II

及时到货,低库存生产

JIT, Kanban, Lean manufacturing

内部整合Internal

Integration

减支增效Improve cost and quality

ERP 企业资源筹划

信息共享 Information sharing

APS 流程应用软件

外部整合External

Integration

全球一体化供应链Globally Integrated

Supply Chains

1980s 1990s 2000 +

•合作Collaboration

Co

mp

lexi

ty

中国 CHINA

复杂

Page 7: Promoting Logistics Outsourcing In China

II. 业务流程外包( BPO ) : 物流外包Business Process Outsourcing (BPO):

Logistics Outsourcing

Page 8: Promoting Logistics Outsourcing In China

何谓业务流程外包 (BPO)What is Business Process Outsourcing

BPO 是一段全部业务流程及支持此段流程技术的外包 BPO is the outsourcing on an entire business process and the technology underlying it

(Outsourcing Interest Group 2002)

BPO 是将一段可以通过信息科技处理的流程交给一家拥有 , 管理且运行某种能按照预先定义的矩阵模式来处理此流程的第三方来负责

BPO is the delegation of an IT-enabled process to a 3rd party that owns, administer and runs the

process according to a defined set of metrics

(Greater Data Request 2003)

BPO 很重要 , 因之与股东价值息息相关 . 它关系到优化业务操作来引导价值创造 , 它关系到企业的表现和结果 .

BPO is important because it links to shareholder value. It is about optimizing business

performance to drive value creation. It is about business outcomes and results.

(Thom Mead, Senior VP, Spherion Outsourcing 2005)

Page 9: Promoting Logistics Outsourcing In China

何谓物流外包 (BPO) What is Logistics Outsourcing (BPO)

成本节约

Cost Saving

效率提高Productivity

Gains

技术改善Technology

Improvement

流程重新整合Process

Reconfiguration

着重在核心业务流程Focus on Core Business & Process

物流外包是基于以下原因而选择专业物流服务提供商。

It is the selection engagement of specialized logistics service providers for the following reasons:

- 降低成本 Reduce costs

- 获取技术 Acquire Technology

- 运用及获取专长和特别的技能

Leverage and obtain expertise/specialized skills

- 获取其欠缺的管理流程

Obtain management process they don not have

Page 10: Promoting Logistics Outsourcing In China

BPO 类型BPO Types

交易型Transactional

专一市场型Niche

综合型Comprehensive

BPO 模式BPO Model

使用供应商的软件Offload transactions from buyer, use

provider’s software

使流程更加高效,降低成本,提高服务水平

Make process more efficient- reduce cost,Raise service level

使功能更加有效, 引入最佳方式Make functions more effective,

introduce best practice

地域Geographic Spread

国内 / 多国Domestic/Multi-country

国内 / 区域内Domestic/Regional

全球Global

商业种类Business Types

卡车运输公司A trucking company

国内 / 区域内专攻某行业或某块市场的第三方物流公司

Domestic/Regional 3PL specializing in an industry or market segment

第三方 / 第四方物流公司 / 整合商3 PL/4PL & Integrators

流程Flows

货物流,很少交易信息流Physical, limited transactional info

flows

货物,文件,信息流Physical/Docs/Info flow

货物,文件,信息流用不同的运输模式整合在一起

Physical/Docs/Info flow integrated across different transport modes

合同期限Contract Duration

1-2 年1-2 years

3-5 年3-5 years

3-10 年3-10 years

指标组合Metrics

每笔交易Per transaction

依结果定Outcome-based

依结果定Outcome-based

物流外包 – 一个连续的概念:没有适合所有情况的单一模式Logistics Outsourcing – A Continuum:No One Single Size (Model) Fits All

Page 11: Promoting Logistics Outsourcing In China

业务流程外包指标组合BPO Metrics

双方必须在服务协定开始前先对指标组合达成共识

Metrics must be mutually agreed before even the start of the service agreement

业务结果(以衡量结果)Business Outcome Metrics

(Measure Results)

服务(流程是否正常)Service Metrics

(Health of Process)

变化(衡量计划中有关应对变化的进展)Transformation Metrics

(Measure progress of planned change management)

- 可产出 Deliverable metrics

-用户满意度 User satisfaction

- 收入及成本冲击 (收入增长,成本减少或控制) Revenue & cost impact metrics (revenue generation, cost reduction or containment)

- 可靠性 Reliability metrics

- 能力 Capacity metrics

- 效率 Efficiency metrics

- 服务支持 Service maintenance metrics

- 事件里程碑 Event Milestone

- 人员流动 People Turnover

- 风险管理 Risk Management Metrics

- 战略冲击 Strategic Impact Metric

无用的指标组合:衡量所有可以衡量的 Useless Metrics: Measure Everything that can be measured

Page 12: Promoting Logistics Outsourcing In China

不了解自身服务水平 not knowing own service levels

提供一个不佳的商业案例 (低估目前成本)

presenting a very poor business case (underestimate current cost)

在合同后外包管理投资不足 under-invest in post contract sourcing management

单一外包 (无竞争) sole sourcing (no competition)

不使用外部有经验的顾问 not using external experienced advisors

BPO 中客户的不良做法

Bad BPO Practices of Customers

BPO 中服务商的不良做法

Bad BPO Practices of Providers

认定生意会永远持续 assume business is forever

报价过低,影响业务运营 buying the business with low price quoted

没能派出在此供应链中彼此了解的最佳人选 failure to assign best people in the supply chain that understand each others’ role

业务流程外包中的不良做法Bad BPO Practices

Page 13: Promoting Logistics Outsourcing In China

运营成本

周转资本

收入

股东价值

利润率

投资

固定成本

改善的订单周期改善的订单周期

提高的产品质量和供提高的产品质量和供应率应率

降低的运营成本降低的运营成本

物流管理的专物流管理的专长长

持续提高持续提高

运用在供应链设计和整运用在供应链设计和整合方面的专长合方面的专长

• 全球网络覆盖全球网络覆盖• 海关规定及快速且可预见交货海关规定及快速且可预见交货方面的知识方面的知识• 通过整合供应链伙伴的信息,通过整合供应链伙伴的信息,以达到快速决定以达到快速决定• 例外管理例外管理

• 通过单一节点界面降低整合通过单一节点界面降低整合及交流成本及交流成本

•运用物流公司的基础设施和知运用物流公司的基础设施和知识识

• 将规定成本变为变动成本,将规定成本变为变动成本,或反之或反之

加快到达市场的速度加快到达市场的速度

减少的物流及减少的物流及 ITIT 投投资资

增加全球市场覆盖增加全球市场覆盖

通过物流外包创造价值 通过物流外包创造价值 – – 从交易关系向伙伴关系发展从交易关系向伙伴关系发展

Page 14: Promoting Logistics Outsourcing In China

OperatingCost

WorkingCapital

Revenue

ShareholderValue

Profitability

CapitalInvestment

FixedCapital

Improved Order Improved Order CycleCycle

Enhanced Product Enhanced Product Quality & Quality & AvailabilityAvailability

Reduced Reduced Operation CostsOperation Costs

Logistics Logistics Management Management ExpertiseExpertise

Continuous Continuous ImprovementImprovement

Leverage expertise in Leverage expertise in providing supply providing supply chain design andchain design and integrationintegration

• Global network coverageGlobal network coverage• Knowledge of customs Knowledge of customs regulations and speedy &regulations and speedy & predictable delivery predictable delivery

• Quick decision makingQuick decision making

thru’ integration of supply thru’ integration of supply

chainchain partners informationpartners information

• Exception managementException management

• Reduce integration and Reduce integration and communication costcommunication cost through single point of through single point of interfaceinterface• Leverage on IT Leverage on IT infrastructure and knowledge infrastructure and knowledge of logistics companiesof logistics companies

• Change fixed to Change fixed to variable costs & vice versa variable costs & vice versa

Improved SpeedImproved Speedto Marketto Market

Reduced Reduced LogisticsLogisticsIT investmentIT investment

Increased GlobalIncreased GlobalReachReach

Value Creation in Logistics BPO – Moving from Value Creation in Logistics BPO – Moving from Transactional RelationshipsTransactional Relationships

Page 15: Promoting Logistics Outsourcing In China

BPO 物流外包不应包括什么What is NOT BPO/Logistics Outsourcing

BPO 不是将全部流程交托出去。

BPO is NOT about handing over an entire process.

管理控制,政策设定,决策及在流程背后的战略部分应该保留。

Governance, policy –setting, decision-making and the strategy behind the process has to be retained.

Page 16: Promoting Logistics Outsourcing In China

III. BPO 实例(将于讲演时提供)

BPO Examples(to be introduced at presentation)

Page 17: Promoting Logistics Outsourcing In China

IV. 总结 Summary

Page 18: Promoting Logistics Outsourcing In China

我们谈到 : We Have Covered:

- 不同程度的物流外包

Logistics BPO in varying Degrees

- 越复杂,收益潜力越大

The more comprehensive, the more potential for benefits

- 指标组合是重要的

Metrics are important

- 物流外包的实例

Logistics BPO Examples

Page 19: Promoting Logistics Outsourcing In China

如何给中国带来更多的物流外包How Do We Bring More Logistics Outsourcing to China

从世界的其他地方把物流外包移到中国的两个领域

2 Areas where we can move logistics outsourcing from other parts of the world to China:

a). 第四方物流机会 4PL opportunities

b). 区域管理中心 / 电话中心类工作 RAC/Call Center Type activities

Page 20: Promoting Logistics Outsourcing In China

挑战 Challenges:

- 如何宣传中国作为物流和供应链的最佳中心? How do we promote China as a center for logistics & Supply Chain Excellence?- 如何通过教育和培训系统创造此方面专长?大学应尽量加办物流管理和工业工程方面的课程 How do we create expertise through education system and training? (more courses in universities on logistics management & industrial engineering training)- 如何促进很多本地公司的思维模式从交易型物流外包向合作型物流外包转变? How do we facilitate a mindset change from transactional to collaborative & comprehensive

logistics outsourcing for many local firms?- 减少政策性阻碍 (市场阻碍,货币条规,执照等) Reduce regulatory barriers (domestic trade barriers, currency rules, licensing)- 改善在主要物流中心周边的信息和通讯技术 Improve information and telecommunications technology

outside of the main logistics centers- 改善基础设施, 减少地区不均衡,转移采购重心 , 向二线城镇发展,由此也可以降低高运输成本- Improve infrastructure and reduce regional imbalance with the shift in sourcing focus to second-tier

cities, thereby reducing high transport costs as well- 发展国内物流工业 (高度分散,企业管理水平和硬件设施有待提高) Develop domestic logistics industry (highly fragmented, poor facilities and management)

如何给中国带来更多的物流外包机会How Do We Bring More Logistics Outsourcing to China

Page 21: Promoting Logistics Outsourcing In China

V. 美集物流简介About APL Logistics

Page 22: Promoting Logistics Outsourcing In China

海皇轮船集团NOL Group

工业工业IndustrialIndustrial

高科技高科技Hi TechHi Tech

汽车汽车AutomotiveAutomotive

零售零售 // 服装服装Retail/Apparel Retail/Apparel

•海皇轮船集团建于 1968 年 NOL Founded in 1968• 全球运输和物流集团 Global Transportation & Logistics Group• 在新加坡上市 Listed in Singapore Stock Exchange • 2005 年营业额 72.7亿美元 Total Net Revenue USD 7.27 billion

• 美集物流创建于 1980 年 APLL established in 1980 • 全球性的第三方物流企业 Global 3PL• 在亚洲和美洲拥有强大的业务网络 Exceptional strength in Asia & Americas• 2005 年营业额 72.7亿美元 2005 Total Net Revenue USD 1.29 billion

进口物流Inbound Logistics

出口物流Inbound Logistics

售后物流After Sales Logistics

反向物流Reverse Logistics

Page 23: Promoting Logistics Outsourcing In China

业务发展Business

Development

物流工程Logistics

Engineering

特种货物

Special Cargo

信息科技Information Technology

客户服务Customer

Service

操作管理Operations

Management

运输管理Transportation Management

人力资源和财务Human

Resource & Finance

5,000 5,000 雇员雇员 I I 2120 2120 万立方米运输量 万立方米运输量 II 271 271 个办公室个办公室 I I 26002600万平方英尺仓库面积万平方英尺仓库面积 I I 172172 个城市 个城市 I I 55 55 个国家个国家5,000 Employees5,000 Employees I I 21.2 m Cbm Turnover 21.2 m Cbm Turnover II 271 Offices 271 Offices I I 26 m ft2 Warehouse26 m ft2 Warehouse I I 172 Cities172 Cities I I 55 Countries55 Countries

组织结构 Organization

United States of United States of AmericaAmericaCanadaCanadaMexicoMexicoArgentinaArgentinaBrazilBrazilChileChileColumbiaColumbiaCosta RicaCosta RicaDominican RepublicDominican RepublicEl SalvadorEl SalvadorGuatemalaGuatemalaHondurasHondurasJamaicaJamaicaNicaraguaNicaraguaPeruPeruVenezuelaVenezuela

美洲美洲Americas Americas

美洲美洲Americas Americas

United KingdomUnited KingdomGermanyGermanyNetherlandsNetherlandsCzech RepublicCzech RepublicFranceFranceItalyItalyPortugalPortugalSpainSpainTurkeyTurkeySwedenSwedenFinlandFinlandNorwayNorwayDenmarkDenmarkBelgiumBelgium

欧洲欧洲 EuropeEurope欧洲欧洲 EuropeEurope

SingaporeSingaporeIndonesiaIndonesiaMalaysiaMalaysiaThailandThailandVietnamVietnamCambodiaCambodiaIndiaIndiaSri LankaSri LankaBangladesBangladesh h PakistanPakistanJapanJapanKoreaKoreaPhilippinePhilippinessUAEUAEAustraliaAustralia

亚洲亚洲 // 中东中东Asia / Middle EastAsia / Middle East

亚洲亚洲 // 中东中东Asia / Middle EastAsia / Middle East

BruneiBruneiFijiFijiMauritiusMauritiusSouth South AfricaAfricaLesothoLesothoSwazilandSwazilandMadagascMadagascararKenyaKenyaOmanOmanBahrainBahrainEgyptEgyptQatarQatarMyanmarMyanmarSaipanSaipan

大中华区大中华区 Greater ChinaGreater China大中华区大中华区 Greater ChinaGreater China

Hong KongHong KongChinaChinaTaiwanTaiwanMacauMacau

Page 24: Promoting Logistics Outsourcing In China

在中国的实力 China Capabilities

Shanghai

DalianTianjin

Shenyang

Yantai

Shijiazhuang

Beijing

Jinan

QingdaoLianyungang

Nanjing

Zhengzhou

Xian

Shuzhou Wuxi

Nantong

Ningbo

Hefei

Chongqing

Chengdu

Changsha

FuzhouXiamen

ShenzhenGuangzhou

Harbin

Changchun

Zhangjiagang

Hong Kong

Hangzhou

美国总统轮船和美集物流在中国美国总统轮船和美集物流在中国APL and APLL in China :APL and APLL in China :• 区域总部在上海 Regional Office in Shanghai in Shanghai• 中国有中国有 4040 个办公室 个办公室 40 40 OfficesOffices• 1150 1150 名员工 名员工 1150 Staff1150 Staff

外商独资企业 Wholly Foreign Owned Enterprise (WFOE)

空运代理执照 Air Forwarding License

无船承运人执照 Non-Vessel Operated Common Carrier License (NVOCC)Non-Vessel Operated Common Carrier License (NVOCC)

美集物流的合资子公司长安民生物流有限公司在香港上市 Changan, Minsheng, APL Logistics Company (CMAL) Automotive JV

志勤美集科技物流有限公司拥有进出口权和拖车执照 APLL–Zhiqin Technology Logistics Ltd (Import & Export Business License and Trucking Operation License)

APL APLL

Wuhan

Page 25: Promoting Logistics Outsourcing In China

•Vendor Mgmt•Pdtn •Compliance•PO / Doc Mgmt

•Tpt Mgmt •Tpt Mgmt

•Cross-dock Mgmt•Warehouse Mgmt•Distribution Mgmt•Bookg/Doc Mgmt•Value Added Svcs

•出口报关管理 •运费管理 进口报关管理 •分运管理•仓库管理•增值服务

货物流 货物流 Product FlowProduct Flow速度速度 Velocity, Velocity,

灵活性灵活性 Flexibility Flexibility 可可预测性预测性

PredictabilityPredictability

信息流信息流 Information FlowInformation Flow

增加可见度,提高决策速度增加可见度,提高决策速度Increase Visibility & Increase Visibility & Accelerate Decision Accelerate Decision

MakingMaking

单据流单据流Document FlowDocument Flow

准确且及时准确且及时Accuracy & Accuracy & TimelinessTimeliness

财物流财物流 Financial Financial FlowFlow

交易速度及节省交易速度及节省Transactional Transactional

Speed & SavingsSpeed & Savings

供应链可见度 Supply Chain Visibility

多个商店Multiple Stores

产品出运

ProductShipped

多个供货商Multiple Vendors

分拨中心 DC 清关Customs Cleared

港口Port

APLL Office

APLL CFS/

WH

拖车 Truck 拖车 Truck

整箱货物

Full Container Load

全球门到门定时国际物流运输服务Global End-to-End & Time Definite Int’l Logistics & Transportation Services

眼光和战略 Vision & Strategy

•供应商管理•生产•遵守与符合•订单 / 单据管理

•仓库管理•配送管理•订舱文件管理•增值服务

•Export Customs Mgmt

•Freight Mgmt

•Import Customs Mgmt

•Deconsol Mgmt•Warehouse Mgmt•Value Added Svcs

港口Port

清关Customs Cleared

零售店Retail Outlet

•运输管理•运输管理

Page 26: Promoting Logistics Outsourcing In China

相互关联的程度相互关联的程度Level of interactionLevel of interaction

松散松散LooseLoose

紧密紧密TightTight

供应

链增

值供

应链

增值

Su

pp

ly C

ha

in V

alu

e-A

dd

Su

pp

ly C

ha

in V

alu

e-A

dd

销售产品销售产品Sell Sell

ProductProduct

提供重要贡献提供重要贡献Make Make

Important Important ContributionsContributions

从交易关系到成为客户向外延伸的物流机构从交易关系到成为客户向外延伸的物流机构From Transactional Relationship to Being a Customer’s Extended Logistics OrganizationFrom Transactional Relationship to Being a Customer’s Extended Logistics Organization

按规定运送产品Deliver

commodity that meets

specifications

提供好的产品和服务 Deliver

“good” products & services

提供好的客户服务和支持 Provide good customer

service & support

为客户商务问题提供解决方案 Articulate

solutions to customer business

issues

按客户的组织问题整合方案 Integrate solutions to

customer organization issues

我们的志向 Our Aspiration

Page 27: Promoting Logistics Outsourcing In China

谢谢!

Thank You !

www.apl.com www.apllogistics.com