On The Ride To The Group's Sales Logistics

"Bullwhip" States that customer's demand is exaggerated through intermediaries,so manufacturer's inventory is becoming bigger, then wholesalers'and retailers'.Logistics Experts and practitioners pay more and more attention to the study oflogistics.Chinese fashion enterprises are classified in three types, they are solemanufacturers, marketers and integrators of the previous two. The last one has to facemore competition.The study of the case of chicheng Group has great significance to chicheng Group interm of its practices, and it also reminds of the fashion industry to change fromtraditional managerial ideas to logistical ones.The thesis redefines logistics according to logistics literature, expressing clearlythat logistics has three theoretical divisions; they are logistical strategy theory,logistical service theory and logistical integration theory. Physical distribution theoryand techniques are also described.The paper analyses the physical distribution problems in chicheng Group Co.Ltd., they are higher distribution costs, untrue information and low distributionefficiency.The author puts forward series solutions by applying logistics theory andtechniques. Finally the author hopes chicheng Group should reposition its strategicgoal, that is, achieving competitive competency by creating value added service toits customers.Finally the author makes several conclusions. Logistics is getting a strategicposition in management practices. The objective of logistics is to meet customer'sneeds by creating added value to the customers through internal integration andexternal integration. Logistics efficiency and logistics cost will be the businessperformance measurements. To improve logistical service and to meet customer'sneeds, managerial attentions should be adjusted to time and cost management.Without modern information technology, the achievement of logistical goals isimpossible. Business can achieve competitive competency through effective andefficient management of material flow and information flow. The last one but not the least important one is by practicing the author's suggestions chicheng Group willimprove its ROI by 4％.