Esnelle's Internet Transformation

"In order to satisfy customers, we can't have any complaints, we can only do it, because this is a trend." The trend mentioned by Liu Xueliang, chairman of Shandong Aisinile Sanitary Products Co., Ltd. is the Internet.

Aisinile is a company specializing in the production of adult diapers, adult pull-up pants, nursing mattresses, sanitary napkins and other products. Since 2012, Esnile has settled in major e-commerce platforms such as Tmall, Tao.bao, Jingdong, Yihaodian, etc., from the original for medical institutions, nursing homes, social welfare institutions, and charities to direct consumption. market.

Like other traditional companies, they have encountered a series of difficulties in the end-consumer market. "First of all, users who place orders online often only buy 2 packs or 3 packs, which means that the frequency of sub-packaging is increased, which is a big obstacle to production. It is impossible for assembly line production to pack one box per box, in order to complete online orders. , we need to wait for the production line to be packed before sub-packaging, which increases manpower and material resources." Liu Xueliang said.

In order to adapt to the trend of decentralization of orders, Liu Xueliang decided to change the 12-pack in a box into a six-pack in a box. In this way, there is a balance between batch requirements and individual requirements. It can be seen that the change in demand in the consumer market, reflected in the backstage of the manufacturer, is the transformation of the original assembly line production characterized by mass production and standardization. It can be said that the whole body is affected. This is one of the reasons why personalization is difficult to replicate on a large scale in manufacturing.

However, from the perspective of development, if the enterprise can have enough production capacity for various categories and carry out a variety of product combinations in terms of materials, models, functions, etc., it will undoubtedly be able to satisfy customers to a greater extent. or the diverse needs of consumers. Esnelle clearly understood this.

The product series of Esnile are mainly divided into: disposable adult incontinence care products and sanitary napkin products, which are classified and modeled according to the user's height, weight and waist circumference. Different functional needs, divided into long-term bedridden users and severe/mild urinary incontinence. "Some customers commented that human incontinence pants are inconvenient to wear, and there are psychological barriers to wearing them. For this reason, we have made some innovations in the appearance of the product and added fashion elements, so that customers can't see that they are incontinence pants when they wear them. , it looks like a pair of tall outerwear shorts. We also plan to use this product to participate in a series of senior model competitions.

The efficiency improvement is fundamental

“From In terms of production process such as materials, we can adjust and produce according to the needs of customers at any time, but in terms of model, appearance, etc., it is more troublesome for us to improve once. "Liu Xueliang said, "Customers respond that the material is hard, we can choose a softer material, as long as we coordinate with the supplier, it can usually be solved within a week. In addition, the absorber in the diaper can also be adjusted according to customer needs. For example, customers report that the amount of water absorption is low. We can increase the polymer content from the original 10 grams to 15 grams. The customer responds that it is too thick to wear in summer, we can reduce it. Wood pulp, the product is light and thin and highly absorbent. Customers respond that it is too thin in winter. We can add wood pulp and thicken the product to make customers feel more at ease. "And if you want to change the model and appearance of the product, you need to improve the equipment mold. "Because the mold is finalized, it takes at least six months for us to update a set of molds. ”

Whether it is mass customization or personalized customization, the test of the enterprise is the ability to respond quickly, except for the ability to coordinate resources, it is the improvement of production efficiency. No effort has been spared in upgrading.

The production lines of the four series of Esnile products are all controlled by high-speed and fully automated computers, and can accept orders of 600 million pieces. "We use data analyzers, robotic arms and other intelligent The equipment can be realized without stopping the equipment and automatically receiving/renewing materials. For example, in the past we needed 5 people for a line, but now 2 or 3 people can handle it. "Liu Xueliang introduced.

Esniele's production line is equipped with an online video inspection image receipt analyzer, which uses high-definition cameras and computer databases to accurately detect unqualified products on the line. These are the It is difficult for the human eye to guarantee the detection rate. The use of automated equipment not only saves labor, improves efficiency, but also improves product quality. It is estimated that by 2025, the sales of Esnile will reach 3.5 billion yuan.

Esnile's current production line equipment is a pioneer in the industry. In order to ensure the mastery of the most cutting-edge technology, Essnile invested 30 million in June 2012 to establish Hangzhou Dongju Machinery Manufacturing Co., Ltd. in Hangzhou. Mainly research and develop production equipment for sanitary products such as diapers and mattresses. "Investing in equipment production, firstly, considers that our production workers can continue to learn new operating techniques, Hangzhou Machinery Manufacturing Company is equivalent to our Huangpu Military Academy; secondly, Hangzhou developed The new machines are ready to be used in factory production. Thus ensuring our leading position in production technology. "Liu Xueliang said.

Liu Xueliang took out his mobile phone and opened an app, and the real-time scene of the production workshop immediately appeared on the screen. "This video system has a great effect on our business promotion, salesmen or distributors. By downloading and downloading a set of App, you can introduce and display the on-site situation of the production workshop to customers at any time. The dynamic and real-time display can make customers more convinced. "The main production area of Esnile is concentrated in Zouping, Shandong. Some foreign customers come, and the remote display on the APP is really convenient.

The system is also equipped with a temperature detector. When the temperature exceeds or When it is lower than the set value, it will alarm, which can ensure the temperature of the workshop 24 hours a day. "Firstly, the viscose in our production process needs to be kept at a constant temperature, and secondly, the comfort of the workers is also guaranteed. "Liu Xueliang is very satisfied with the system integrated with the security function.

In addition, Esnile is also preparing to build a digital warehouse. "Our digital warehouse will be unmanned and robotic Will replace the current manual shipping. "Liu Xueliang said. In his plan, the storage and delivery of each product are completed by the system and automated equipment, so that the production time and delivery sequence of the products are completely recorded and controlled by the computer, avoiding manual records. The error also improves the efficiency of inventory management.

Solving the "last mile"

How to solve the "last mile" problem in the distribution link is often a headache for the e-commerce industry. Today, As a traditional enterprise, Esni Le also encountered the same problem. "The characteristic of online purchases is to pay first and then receive the goods, so the customer's psychology is very urgent, and they always want to get the goods as soon as possible. Therefore, when we face these end consumers directly, we must use the concept of 'takeaway' to solve the 'last mile' problem. "Liu Xueliang's "takeaway" model is to achieve a nationwide order in the morning in 2016 and arrive in the morning, and order in the afternoon to arrive in the afternoon. This is not a small goal. How can it be achieved?

Liu Xueliang's plan is to make use of Esnile's dealer network, "turn the nationwide distribution of dealers into our couriers, and the dealers' warehouses into our direct delivery warehouses. Taking the county as a unit, there is one dealer in every county in the country, so by 2016, we will have 10,000 dealers, which also means our salesmen. "In the toilet paper industry, logistics costs have always been a problem. The cost of express delivery in scattered shipments even exceeds the price of goods. Therefore, only centralized delivery can be efficient. However, how to attract dealers to do express work? Liu Xueliang calculates. For example, the average cost of centralized delivery is 5 yuan for shipping, while the cost of individual delivery is 10 yuan, and the difference in the middle is 5 yuan, Liu Xueliang will directly subsidize it to the dealer. In this way, the dealer can make a profit , consumers can also get the goods in the shortest time. It can be said to be a win-win cooperation. "We must have a certain customer base, which can be in the form of small profits but quick turnover. Don't we seize the opportunity to make money when we seize the customer? "Liu Xueliang said.

At the same time, in order to achieve delivery to the nearest neighbor, Esnile also initiated the establishment of a production cooperation alliance with manufacturers in the same industry to achieve production and delivery nearby. "For example, through e-commerce sales , we found that the number of users in Fujian exceeds our expectations, then we will look for manufacturers there. Once their production capacity and quality control meet our requirements, we can get married. This avoids the transport link. In turn, we can also provide corresponding production and services for each other. ”

Liu Xueliang firmly believes that Internetization is a trend, and companies must follow the trend. After a year of research and development, Esnile is expected to launch a smart diaper in November that combines smart chip technology and mobile phones. App control can remind users or caregivers to replace them in time. Using the Internet and intelligent technology to provide users with personalized services is also an important direction for the Internet transformation of traditional enterprises.