中国最佳实践 China Best Practice 全渠道零售 Omni-Channel Retailing 2013 年 10 月 October, 2013
日程 Agenda 概要 Session Overview 全渠道零售方案概览 Omni-Channel Retailing in a glance 业务挑战 Business Challenges 全渠道订单管理 Omni-Channel Order Management 跨渠道共享库存查询及占用 Cross-Channel Shared Inventory lookup & reservation 单品 数据管理 Single Article data governance SAP 解决方案 SAP Solutions SAP 对于全渠道零售方案的愿景 SAP s vision for Omni-Channel retailing SAP 与上品折扣携手全渠道零售解决方案 SAP s project solution for Omni-Channel Retailing at Shopin 2013 SAP AG or an SAP affiliate company. All rights reserved. 2
概要 Session Overview 全渠道零售解决方案概览 Omni-Channel Retailing in a glance
全渠道零售介绍 Omni-Channel Retailing in a glance 为什么选择全渠道零售?Why Omni-Channel? 电子商务零售的蓬勃发展 Rise of E-Commerce Retailing 相比于其他地方, 中国消费者会更快地接受并选择网上购物 Consumers in China have adopted to Internet as a retail channel much faster than their peers in other regions. 中国消费者网上购物越来越频繁 全球中国每天一周几次一周一次 新的互联网技术 / 应用使得电子商务零售发展迅猛 New Internet Technologies / Applications boosts the E-Commerce retailing. - 社交媒体平台 / 应用 Social Media platform/applications - 移动设备 / 应用 Mobile devices/applications 中国的电子商务零售商不仅互相之间竞争激烈, 还要和传统实体店零售商竞争 E-Commerce retailers in China pose severe competition with each other, and with traditional Brick and Mortar retailers. 一月一次一年 3 4 次一年 2 3 次一年 1 次仅一次 Data from PWC 2012 Global multichannel consumer survey 2013 SAP AG or an SAP affiliate company. All rights reserved. 4 0 次
全渠道零售介绍 Omni-Channel Retailing in a glance 为什么选择全渠道零售? Why Omni-Channel? 多零售渠道的融合 Merge of multiple retail channels 从选择的目录中购物搜索后从门店购买网上搜索后从门店购买 搜索后在网上购买 搜索后从门店购买 图书, 音乐 电子设备 不同类别的产品在不同零售渠道 ( 实体店 网店 ) 的购物体验很不 电器 一样, 在许多领域实体店仍是主要的选择 Purchase journeys for different product categories are diverse across different retail channels physical stores, online stores). Physical stores remain the centerpiece in many product segments. 衣服 家具 食品 网购的用户在多渠道购物时消费更多 对于多渠道零售商来说, 在线零售能促进其他渠道的销售增长 Online retailing fuels sales in other channels at multichannel retailers. 大幅增加 50% 以上 较大增加 25%~50% 增加 10%~25% 小幅增加 10% 以上 没有增加 没有增加, 反而减少首选购买第二选择购买第三选择购买 Data from PWC 2012 Global multichannel consumer survey 2013 SAP AG or an SAP affiliate company. All rights reserved. 5
全渠道零售介绍 Omni-Channel Retailing in a glance 为什么选择全渠道零售? Why Omni-Channel? 走向全渠道 Go Omni-Channel 传统零售商对电子商务的投资日渐增长, 为了让实体店业务和网店业务更好的融合 Traditional Brick and Mortar retailers are investing more on E-Commerce retailing, incorporating existing physical retail business with the new online business model. 多渠道零售商通过提供全渠道的产品和服务来吸引消费者, 并试图保持他们的忠诚度 Multichannel retailers are seeking the omni- product/service offerings across different retail channels to attract the consumers and maintain their loyalty. 同时多渠道零售商希望通过全渠道的运营模式来降低总持有成本 Multichannel retailers are seeking the omni- operation models internally across different retail channels to reduce the TCO 2013 SAP AG or an SAP affiliate company. All rights reserved. 6
业务挑战 Business Challenges 全渠道订单管理 Omni-Channel Order Management
消费者面对更多的选择 Consumers have more options... 爆炸式增长的消费者触点 : The number of consumer touch point is exploding 消费者传统实体店渠道 Traditional In-store retail channels: 实体货架 /POS 机 Physical product shelf / POS 移动终端 门店售卖机 In-store Kiosk 网上商店 门店售卖机 呼叫中心, 短消息, 商品目录 Call-Center, SMS, Print catalogue 新兴零售渠道 : Emerging new retail channels: 网店 ( 自营, 第三方平台 ) Online store (self-owned, public marketplaces) 移动应用 Mobile applications POS 多渠道零售商 社交媒体 社交媒体 ( 通过电脑 / 移动设备 ) Social Media (via desktop/mobile devices) 消费者期望相同或相似的购物体验 Consumers expect identical or similar shopping standard experience 相似的产品目录 Similar product catalog 呼叫中心 更多 相同的价格 Identical price offerings 相同的物流及售后服务 Identical logistics and customer services 短消息 商品目录印刷品 2013 SAP AG or an SAP affiliate company. All rights reserved. 8
两难境地 Dilemma 多样化的对外服务 VS 统一的内部流程 Diverse external offerings vs. Unified internal process 在消费者下单时需要提供多样化的购物体验和特色 Diverse shopping experiences and features need to be provided when consumers place an order 实体渠道 : 一目了然的产品 / 价格特点, 以 POS 机 / 售卖机为中心的订单管理流程 In-Store channels: plain products/price features, POS/Kiosk-centric simple order management process. 在线渠道 : 丰富的产品描述, 与物流服务的集成, 订单历史, 购物推荐 / 参考 Online store channels: enriched products descriptions, integration with logistics service, order history, recommendations/references. 移动渠道 : 基于位置的购物服务 Mobile channels: location based shopping services. 不同零售渠道 多姿多彩 Orders are coming in with different shape and color. 统一的订单管理才能使内部流程流畅运作 Unified order management need to be defined to streamline the internal process 对于所有的渠道来说有一样的订单完成效率 Order fulfillment efficiency is expected to be universal across all channels. 同时需要预留对各个渠道自定义优先级的功能 Flexibility is required to prioritize the orders placed in different channels. 各个渠道的异常情况 ( 无库存, 订单过期, 订单取消等 ) 需要被集中监控和处理 Exceptions (out of stock, order expiration, order cancellation, etc) in different channels need to be monitored and handled centrally. 企业内部处理对所有订单 一视同仁 Order need to be treated equally internally. 2013 SAP AG or an SAP affiliate company. All rights reserved. 9
全渠道零售的误区 Wrong Foot on the road to Omni-channel retailing 单井式的多渠道平台 Silo-ed multi-channel platform/channel 电子商务与实体销售分离 E-Commerce is separated from physical sales 多渠道平台 ( 网店, 移动等 ) 已经搭建起来, 但都各自独立运营 ( 单井模式 ) Multi-channel platform (E-Commerce, mobile, etc) is technically set up, but operated in silo-ed business process. 分离的多零售渠道将导致加倍的业务运营成本 ( 如双重甚至多重库存数据管理 ) Multiple separated retail channels leads to multiplied business operation cost (e.g,, double to multiple inventory data maintenance) 多渠道 展示平台 Multi- channel show room 相同的产品在多渠道销售, 各个渠道的购物体验有差别 Product offerings are distributed to multi-channel retail platform, but shopping experiences are not replicated for all channels. 现存的业务运营流程不能支持新的渠道 Existing business operation procedures for traditional retail channels cannot cater the new channels. 新的购物渠道只是作为传统渠道产品展示平台的扩展 New retail channels are operated as the extended show room for the traditional physical retail channel. 多渠道 零售平台 可为 展示平台 所不能 ( 全天候运行, 全地点和全渠道的零售业务 ) Multi-channel retailing platform could do much more than show room (24*7 available, retailing business in omni-location through omni-channel) 不仅仅是多, 更应该是全 It s not just Multi-, but should be Omni-. 2013 SAP AG or an SAP affiliate company. All rights reserved. 10
业务挑战 Business Challenges 跨渠道共享库存查询及占用 Cross-Channel Shared Inventory lookup & reservation
全渠道需要集中管理的 共享的存库数据 Omni-channel needs centralized and shared inventory data 集中管理的及共享的库存数据使多个零售渠道统一 Centralized and Shared inventory data unified multiple retail channels 集中化的多渠道库存数据 : Centralized inventory data to supply multiple retail channels 集中化的库存数据是集中管理订单的基石 Centralized inventory data is the corner stone to manage order centrally 集中化的库存占用使得跨渠道的订单履约成为可能 Centrally managed inventory reservation enables the order fulfillment across multiple retail channels 集中化的库存数据统一了内部流程 ( 供应链, 财务等 ) Centralized inventory data unifies the internal process (supply chain, finance, etc) 共享的多渠道库存数据 : Shared inventory data to supply multiple retail channels 是否使用共享库存与零售商的渠道策略有关 ( 如向特定渠道倾斜的销售策略 ) Whether to use shared inventory is related to the retailers strategy to manage their sales channels (e.g., special sales strategy to boost sales in certain sales channel). 共享库存是集中化库存管理的极致形式, 可以使得库存周转率最大化 Shared inventory is an extreme form of centralized inventory, with the purpose of maximizing the inventory turnover 共享库存的占用能帮助平衡不同渠道的销售, 特别是对于偏爱在线及移动购物渠道的中国消费者来说 Shared inventory reservation would help to balance sales in multiple retail channels, particular when Chinese consumers are prone to use online and mobile channels 共享库存在本质上便是全渠道 Shared inventory, by nature, is Omni-Channel 2013 SAP AG or an SAP affiliate company. All rights reserved. 12
全渠道需要实时更新的库存数据 Omni-channel needs Real-Time updated inventory data 实时更新的以及跨渠道可见的库存数据 Real-time updated and cross-channel accessible inventory data 库存数据需要实时更新, 为了 : Inventory data needs to be updated in real-time to: 保证精确的库存查询 enable accurate inventory look-up 避免缺货状况 avoid out-of-stock situation 保障订单履约进而保障消费者购物体验 ensure order fulfillment and consumer shopping experience 库存数据应该能被多渠道可实时获取, 为了 : Inventory data needs to be accessed by different sales channels in real-time to 满足来自新的零售渠道的库存查询 ( 在线, 移动等 ) accommodate real-time inventory look-up from new retail channels (online, mobile, etc) 保证跨渠道库存占用 enable cross-channel inventory reservation 保障统一的跨渠道订单履约效率 ensure unified order fulfillment efficiency across different channels. 2013 SAP AG or an SAP affiliate company. All rights reserved. 13
平衡 Balance 精度 accuracy 需要记录来自每个渠道的库存更新 Record of EVERY inventory update from different channels. 精密的流程以响应来自于供应链的库存变化 Sophisticated procedure to cater inventor change triggered from supply chain 稳定的, 出错率低的基础架构 Robust technical infrastructure with minimum error 两者如何得兼? Can we have both? 速度 speed 库存数据的实时更新 Real-time update of inventory data. 新零售渠道 ( 线上, 移动等 ) 的库存查询需要实时或接近实时相应 real-time / near real-time response to trivial inventory look-up requests from the new retail channels (online and mobile) 2013 SAP AG or an SAP affiliate company. All rights reserved. 14
业务挑战 Business Challenges 单品 数据管理 Single Article data governance
单品, 看起来很美! Single Article, looking nice! 单品 数据管理打开了通往 360 零售业务之门 Single article data governance opens the door to a 360 Degree retailing business 可丰富的商品特性以适用于多渠道 Possibility to enrich merchandize features and characteristics for multiple retail channels 灵活及精密的定价策略 Flexible and sophisticated pricing strategy 准确的商品计划, 分配, 补货及结算 Precise merchandize planning, allocation, replenishment and settlement 准确的市场及消费者活动分析 Precise market and consumer activity analytics 零售商自有品牌 Private label for marketplace owners 2013 SAP AG or an SAP affiliate company. All rights reserved. 16
单品, 可望而不可得? Single Article, too nice to have? 一些零售商已经对 单品 数据管理敬而远之 Some retailers close the door to Single article data governance 低投入产出比 Low Input-Output Ratio 物件数据管理的范围界定存在困难 ( 与寄售商以及与市场消费者 ) Struggling in the scope of jurisdiction for article data governance (with consignment vendors, with public marketplaces) 变动剧烈的商品分类 Volatile merchandize assortments 知识 / 方法论上的欠缺 Lack of knowledge/methodology 2013 SAP AG or an SAP affiliate company. All rights reserved. 17
SAP 解决方案 SAP Solutions SAP 对于全渠道零售方案的愿景 SAP s vision for Omni-Channel Retailing
成功拼图 Puzzle Pieces 集中化的全渠道订单管理平台 Centralized Omni-channel Order Management platform 特点 Features: 精密的订单管理逻辑 Sophisticated order management logic - 已付款订单 / 未付款订单处理 Paid order / un-paid order handling - 库存短缺时能定义订单的优先级 Ability to prioritize orders in inventory shortage 库存数据与财务数据无缝集成 Close integration with inventory data and finance data - 实时获取库存数据 Access to inventory data in real-time - 订单支付数据与财务数据相连 消费者体验及服务 Consumer experience and service - 订单历史 / 状态追踪 Order history / status tracking - 投诉 / 消费者服务 Complain / customer service 可扩展至多零售渠道 Scalable to multiple retail channels - 单层 / 多层结构 Single layer / multiple layer architecture 2013 SAP AG or an SAP affiliate company. All rights reserved. 19
成功拼图 Puzzle Pieces 跨平台实时更新库存数据库 Cross-channel real-time updated inventory data repository 特点 Features: 精确的库存占用逻辑 Sophisticated inventory reservation logic - 跨平台库存占用 / 释放逻辑 Cross channel inventory reservation/release logic 实时更新 Real-time updates - 库存数据与实际货物移动同步更新 Inventory data updates synchronously with actual goods movements 订单管理平台与财务数据无缝集成 Close integration with order management platform and finance data - 库存数据在订单处理过程中可读 Inventory data is accessible during order processing - 库存数据与财务数据集成 Inventory data integration with finance data 可扩展至多零售渠道 Scalable to multiple retail channels 可扩展至线上 / 移动设备 Scalable for online/mobile scenarios ( 高并发, 小微数据请求, 实时响应 ) (high concurrency, trivial data request, real-time response) - 单层 / 多层结构 Single layer / multiple layer architecture 2013 SAP AG or an SAP affiliate company. All rights reserved. 20
成功拼图 Puzzle Pieces 单品 数据库 Single Article data repository 特点 Features: 数据管理至极细粒度 Data management down to granular operation level - 商品数据可在业务操作层级管理 Article data is managed on the level where business operates 数据质量 Data quality - 商品数据的准确性, 唯一性以及整体性 - Article data correctness, uniqueness and integrity - 管理理念和操作流程 Governance concept and operation process 集中管理和动态分发 Centrally managed and dynamically distributed - 稳定及可靠的单点数据源 Robust and reliable single data source - 商品数据改变适时 ( 按计划, 按需 ) 分发 Article data changes are distributed timely (scheduled, on demand) - 可灵活地丰富商品特征数据以用于不同销售渠道 Flexibility of enriching the data features for/on different retail channels 2013 SAP AG or an SAP affiliate company. All rights reserved. 21
SAP 携手上品折扣 Shopin s Approach with SAP 多渠道前端 Multi-Channel Frontend 融合平台 Orchestration Platform 在店 PAD In-Store PAD 上品 OMS Shopin OMS 待付订单 Un-paid Order 已付订单 Paid Order 网店 Online Store 上品 SSD Shopin OMS 丰富化的物件数据 Enriched Article Data 库存数据 Inventory Data 集中化的后台 Centralized Backend SKU 级别的物件数据管理 ( 模型 + 颜色 + 尺寸 ) Article Data governance to SKU level (model + color + size) 物件数据 Article Data 已付订单数据 Paid Order Data 财务数据 库存数据 Inventory Data 集中化的数据管理会记录所有的库存变化 Centrally managed inventory data recording all the inventory changes Financial Data SAP ERP for Retail 2013 SAP AG or an SAP affiliate company. All rights reserved. 22
技术架构 Extracted Technical Architecture 多渠道前端 Multi-Channel Frontend 基于文件的渠道 File based channel POS 网店 Online store 基于比特流的渠道 Bit stream based channel 移动设备 Mobile device 负载平衡 Load Balance 中间件 Middleware 排队 Queuing 融合平台 Orchestration Platform 支付集成 Payment Integration 订单管理 Order Management 订单处理 Order Handling 订单 - 库存集成 Order - Inventory integration 库存 & 产品目录缓存 ( 内存数据库 ) Inventory & Catalog Cache (memory database) 可销售库存数据缓存 Sellable Inventory Data Cache 产品目录 Product Catalog 支付数据同步 Payment Data Synchronization 订单数据同步 Order Data Synchronization 中间件 (SAP PI) Middleware 库存数据同步 Inventory Data Synchronization 产品目录数据同步 Catalog Data Synchronization SAP ERP 集中的后台 Centralized Backend 财务过账及合并 Financial Postings & Consolidation 统一的订单及后续文档 Unified Order and Subsequent Documents 集中化的库存数据 Centralized Inventory Data 物件, 价格主数据 Article, Price Master Data 与其他系统集成 Integration to other systems 2013 SAP AG or an SAP affiliate company. All rights reserved. 23
技术考量 Technical Considerations 集成 Integration 业务集成 Business Process Integration 订单处理流程被分割到不同的系统处理 ( 上品 OMS 系统与 SAP ERP 系统 ); 避免过长的同步流程链, 以获得更好的性能及重复处理能力 Order handling process is segmented to be processed in different systems (Shopin s OMS and SAP ERP). Long synchronous process chain is avoided to achieve better performance and reprocess capability. 所有的跨系统集成点都实现了异常监控和重复处理机制 Exception monitoring and reprocessing are enabled for all cross-system integration points. 业务数据集成 Business Data Integration 未付款和已付款订单数据被区别对待, 只有已付款订单才可以在 SAP ERP 系统中生成完整的业务单据 ( 发货, 商品凭证, 财务凭证 ) Un-paid and paid order data are differentiated. Only paid order would generate complete set of business documents in SAP ERP (delivery, article documents, financial documents) 不同系统中的库存数据有不同的使用 :SAP ERP 是所有库存数据的唯一准确来源, 库存缓存 ( 上品的 SSD) 提供了快速的读取 / 更新能力去满足实时的在线 / 移动零售交易 Inventory data in different systems are used differently. SAP ERP is the single source for the complete and accurate inventory data, while the inventory cache (Shopin s SSD) provides fast access/update capability to meet the real-time nature of online/mobile retail transactions. 订单数据, 库存数据和财务数据最终在 SAP ERP 后端系统集成 Order data, inventory data and financial data are integrated eventually in backend SAP ERP. 2013 SAP AG or an SAP affiliate company. All rights reserved. 24
技术考量 Technical Considerations 性能 & 可扩展性 Performance & Scalability 搜索, 预留 及 过账 的功能分散 Distribution of Search, Reservation and Posting 产品目录搜索在目录缓存中完成 Catalog search is handled in catalog cache 待付订单在融合平台上的订单管理模块中完成 Un-paid orders are handled in order management module/system on the Orchestration Platform 对于待付订单的库存占用 & 释放在库存缓存中完成 Inventory reservation & release for un-paid order is handled in inventory cache 库存更新及已付订单在后端系统保存 Inventory updates and paid orders are posted in backend systems 实时库存同步 synchronization 销售引起的库存变化先在库存缓存中更新, 然后将库存数据与进来的已付订单一起在后端 SAP ERP 系统中更新 Sales-triggered inventory changes are updated in inventory cache first, then inventory data in backend SAP ERP is updated together with incoming paid orders. 采购引起的库存变化先在后端 SAP ERP 系统中更新, 然后将这些变化以实时 / 近实时的方式复制到库存缓存中 Purchase-triggered inventory changes are updated in backend SAP ERP first, then the changes are replicated to inventory cache in real-time/near real-time. 负载平衡 & 队列 Load Balance & Queuing 第一层级的负载平衡 & 队列机制处理来自多零售渠道的高并发请求 1st level Load Balance & Queuing mechanism handles high concurrent request from multiple retail channels. 第二层级的负载平衡 & 队列机制处理后端资源应用以及保证进程的整体性 2nd level Load Balance & Queuing mechanism handles backend resource application and ensures process integrity. 2013 SAP AG or an SAP affiliate company. All rights reserved. 25
技术架构 One Step further with SAP 多渠道前端 Multi-Channel Frontend 基于文件的渠道 File based channel POS 网店 Online store 基于比特流的渠道 Bit stream based channel 移动设备 Mobile device 负载平衡 Load Balance 中间件 Middleware 排队 Queuing 融合平台 Orchestration Platform 支付集成 Payment Integration 订单管理 Order Management 订单处理 Order Handling 订单 - 库存集成 Order - Inventory integration 库存 & 产品目录缓存 ( 内存数据库 ) Inventory & Catalog Cache (memory database) 可销售库存数据缓存 Sellable Inventory Data Cache 产品目录 Product Catalog 支付数据同步 Payment Data Synchronization 订单数据同步 Order Data Synchronization 中间件 (SAP PI) Middleware 库存数据同步 Inventory Data Synchronization 产品目录数据同步 Catalog Data Synchronization SAP ERP 集中的后台 Centralized Backend 财务过账及合并 Financial Postings & Consolidation 统一的订单及后续文档 Unified Order and Subsequent Documents 集中化的库存数据 Centralized Inventory Data 物件, 价格主数据 Article, Price Master Data 与其他系统集成 Integration to other systems 2013 SAP AG or an SAP affiliate company. All rights reserved. 26
技术架构 One Step further with SAP 多渠道前端 Multi-Channel Frontend 基于文件的渠道 File based channel POS 网店 Online store 基于比特流的渠道 Bit stream based channel 移动设备 Mobile device 融合平台 Orchestration Platform SAP ERP 集中的后台 Centralized Backend 财务过账及合并 Financial Postings & Consolidation 统一的订单及后续文档 Unified Order and Subsequent Documents 集中化的库存数据 Centralized Inventory Data 物件, 价格主数据 Article, Price Master Data 与其他系统集成 Integration to other systems 2013 SAP AG or an SAP affiliate company. All rights reserved. 27
SAP 在云端 SAP on Cloud 消费者 & 公司客户 & 分销渠道 CONSUMERS & ENTERPRISE CUSTOMERS & DISTRIBUTION CHANNEL 网站 WEB 移动设备 MOBILE 市场 MARKETPLACE 数字产品 DIGITAL GOODS 物联网 INTERNET OF THINGS 服务内容中心 CONTENT CENTER POS 市场推广渠道 MARKETING CHANNELS 贸易伙伴 & 供应商 TRADING PARTNERS & SUPPLIERS 2013 SAP AG or an SAP affiliate company. All rights reserved. 28
Thank you 2013 SAP AG or an SAP affiliate company. All rights reserved.