How to ensure logistics under Babemax’s “brand+omni-channel”strategy
As a leading maternal and infant chain retail enterprise, Babemax provides comprehensive services for customers online and offline. The efficient, accurate and fast service is inseparable from its improvement and maintenance in logistics automation construction. What’s special for Babemax in logistics automation construction?
Babemax was established in 1997 and its headquarter sits in Shanghai. It is a chain retail enterprise providing maternal and infant products and relevant services for the pregnant, infants and children up to 6-year-old.In China, it opens over 500 direct-sale stores and its products cover over 30,000 categories,which are also available through APPs, O2O business and online stores.Babemax has built a one-stop platform providing maternal and infant products as well as services for the customers.
Cultivate the market and transform to meet demand
With young people of the1990s,even 1995s become the main force in maternal and infant consumer market, the shopping experience and services have become non-negligible points in market competition which drive the growth of the maternal and infant market. Babemax, committing to build a benchmark for maternal and infant retail chain in China, cultivates different fields, develops self-own brands and enriches its products to meet the demand of young parents to fashion and trend.
Babemax has a solid foothold in East China in over 20 years and its operation network covers the whole China. Babemax is still actively seeking access opportunities in new regions and new market. Focusing on the strategic goal of “brand+omni-channel”, Babemax enriches its self-own brand, boosts the growth of omni-channel retail business and expands its maternal and infant industry. It also advances the digital transformation to promote the rapid development of main business and form a maternal ecosystem which integrates shopping, parenting, parent-child and health gradually.
During this process, Babemax pays special attention to the construction of supply chain logistics and forms a unique supply chain logistics system. Its commodity distribution is mainly based on self-built logistics and warehousing centers and supplemented by direct delivery from suppliers. Babemax is one of the first enterprise to build its own warehousing logistics centers in maternal and infant industry in China. All this measures ensure Babemax’s low costs and high efficiency in operation.
Babemax logistics center phase II, with a total construction area of 31,000 square meters, was put into operation in June, 2021. Babemax finally chose to cooperate with Houng Fuh to ensure the project quality and effects. During the cooperation with Babemax, Houng Fuh sought for the best solution. During the project implementation, Houng Fuh also strove to provide the best service with its rich practical experience.
Babemax logistics center integrates multiple logistics automation systems, including empty box storage system, sorting system, E-commerce area, high-speed slide shoe sorting system and spiral conveyor system. Through scientific management to those logistics systems, it forms efficient supply chain logistics system, which lays a solid logistics foundation for Babemax to develop its online service and omni-channel strategy. The phase II project updates the warehouse logistics management systems including WMS, TMS and AMS. Slide shoe sorting system, spiral conveyors and RFID labeling are adopted for the first time. The phase II project, when completed, integrates with the original warehouse logistics center, and meets the shipping demand of 45,000 parcels per day. It is of strategic importance for Babemax to develop its offline stores and E-commerce.
After fully understanding the demand of Babemax, Houng Fuh designed logistics systems that met the demand at different floors.
Conveying system at the fifth floor: shipping and replenishment system, which helps to complete the parcel out-of-warehouse and replenishment tasks.
Conveying system at the fourth floor: three-dimensional warehouse sorting and conveying system, parcel out- of-storage system, which helps to execute the task of online sorting and delivery.
Conveying system at the third floor: piece sorting system, empty box storage system, new product distribution and relay sorting system which can fulfill the demand of sorting, replenishing, delivery and new product distribution.
Conveying system at the second floor includes out-of-storage conveying system, parcel replenishment conveying system, piece sorting system, empty box return conveying system, E-commerce checking&packing system, B2B checking & packing system and B2B LCL outbound conveying system. The systems integrate the functions of sorting, checking and packing, replenishing and out-of-storage.
Conveying system at the first floor is a perfect combination of spiral conveyors and high-speed sorting systems. It completes the task of receiving goods, transporting products between floors and sorting goods in high-efficiency perfectly.
The full-range design concept to ensure the project effect
Houng Fuh controlled all the work at site to ensure the project effects. Efficient and accurate solutions as well as the overall effect and details are Houng Fuh’s pursuits.
l In this project, three spiral conveyors and the high-speed slide shoe sorter at the first floor and the three-to-one merging conveyors, equipped with omnidirectional scanning system, realized the function of goods transferring between floors and out-of -storage.
l 8 double speed chain conveyors were adopted in empty box storage system,rather than electronic roller conveyors, saving about 70 groups of power segment, which cut down the costs effectively.
l In the three-dimension warehouse online sorting area, it adopted vertical conveyor+vertical conveyor mode to make sure the consistency of speed and flow.
l Special designs can be found at areas like review chutes, piece-sorting and fire partition. The detail control ensured the smooth operation of equipment.
Babemax was very satisfied when the whole solution was completed. The accuracy rate of bar-code reading and sorting surpasses 99.9%. Conveying efficiency, 1,300 parcels per hour, meets the requirement in different processes, and slide shoe sorting efficiency gets to 6,000 parcels per hour, which go far beyond the original requirements of Babemax. It also meets the requirements of Babemax in the next three years.
In the future, the maternal and infant industry is moving towards a integrated trend. The leading brand is expected to get a broader market space. With the help Houng Fuh, one of leading excellent logistics equipment enterprises, Babemax, depending on the excellent supply chain logistics system, will further consolidate its dominant position and continue to maintain the benchmark maternal and infant brand image in China.
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