Ross McCowan | September 2008
麦杰文/2008年9月
Adding Value to China’s Dairy Supply Chain
为中国乳品供应链增值
DAC Annual Conference
中国奶业协会年会
2
An Introduction 简介
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3
Fonterra – A Long History, New Beginning
恒天然 – 悠久的历史和新的开始
1800’s
Dairying in
NZ began
新西兰乳业
于19世纪开
始发展
1882
SS Dunedin sailed to
London with first
refrigerated shipment of
butter in the world
1882年世界第一艘装有冷冻
黄油的货船从达尼汀驶往伦
敦
1927
Amalgamated Dairies
established in London
to market New Zealand
butter and cheese
1927年联合乳业在伦敦
成立进行新西兰黄油和
奶酪的营销
1930
Many towns in New
Zealand have dairy
factories
1930年新西兰很多小镇
都有了乳品生产工厂
1963
New Zealand
Dairy Board
established
1963年成立了新
西兰乳品局
1970-1990
Dairy factories
merged
1970 – 1990年 乳
品工厂进行了合并
2000
Milk supply controlled by two
major companies New Zealand
Dairy Group & Kiwi Cooperative
Dairies
2000年新西兰乳品集团和Kiwi
乳品合作社两大主要公司控制了
奶源的供应
2001
Fonterra formed
2001年 恒天然集团
成立
2006
Total business
aligned under
one brand
2006年 所有业
务都整合在一个
品牌下
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Fonterra Today 今日恒天然
• We are a Co-operative owned by 11,600 supplier shareholders
我们是一家由11600个奶农股东组成的合作社性质集团
• Our Operating Revenue for 2007/08 was NZ$17 billion (US$12b)*
我们2007/08财年的营业收入为170亿纽币（折合美元120亿）*
• We export 95% of production to more than 100 markets around the world
我们95%的产品出口到全球100多个市场
• Fonterra is the world’s third largest dairy company
恒天然是全世界第三大乳品公司
• Represents 25% of New Zealand’s total exports
占新西兰总出口额的25%
• And we employ 17,400 people worldwide
我们在全球拥有17400名员工
* Based on an exchange rate of NZ$1 = US$
基于汇率1纽币 = 0。71美元
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What do we mean by Supply Chain?
我们所说的供应链意味着什么？
At Fonterra Supply Chain is referred to as our Cow to Customer process.
恒天然的供应链涵盖从原奶供应到客户的整个过程
Group Supply Chain
集团供应链
Milk Supply
奶源供应
Group
Manufacturing
集团生产
Cust
客户
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Supply Chain place in the Fonterra Operating Framework.
供应链在恒天然的运营结构中的位置
客户
奶
农
股
东
员
工
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What do we do? – Fonterra Supply Chain
我们在做什么？ – 恒天然的供应链
NZ Logistics
新西兰物流
Planning &
Optimisation
计划及优化
SBU
(USA, Mexico, AME, etc)
战略业务单元
（美国、墨西哥、中东及非洲地区等）
Customer and Network Solutions客户和网络解决方案
Transformation and Projects转换和项目实施
Strategy and Best Practice战略及最佳实践
Customer Service Centre
客服中心
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Some interesting facts about Fonterra Supply Chain…
恒天然供应链的一些重要数据
Our Supply
Chain in
Numbers.
我们的数字
供应链
25 NZ Manuf. Sites
25个新西兰生产工厂
81 NZ Stores
81个新西兰仓库
Over 4000 SKU’s
4000多个商品种类
11 NZ Ports
从11个新西兰港口出发
1500 voyages a year
每年1500次运输航程
140 k TEU a year
每年装运14万个标准集装箱
280 International ports
到达280个国际港口
5000 Customers
5000个客户
Millions of Consumers
数以万计的消费者
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Our Supply Chain has evolved quickly…
我们的供应链在不断地发展壮大
Business Plan Performance Targets - Draft - for Discussion Purposes Only
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Mission and Strategies
目标和战略
1. Lowest
cost,
sustainable
dairy co-
operative
1 Be Low Cost低成本
2 Deliver Leading Customer Service 提供领
先的客户服务
3 Deliver differentiated service offerings to different customers
为不同的客户提供差异化的服务
4 Create a Truly Global Network 建立一个名副其实的全球网
络
Supply Chain Priorities
供应链的优先考量点
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Applying our expertise in China 在中国应用我们的专业知识
Business Plan Performance Targets - Draft - for Discussion Purposes Only
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High-quality Milk Supply – Fonterra Farm
恒天然牧场的高品质奶源供应
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Sharing our manufacturing expertise
共享我们的专业生产知识
Business Plan Performance Targets - Draft - for Discussion Purposes Only
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Engaging Consumers and Customers 致力于对消费者和客户的服务
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Fonterra’s supply chain 恒天然的供应链
• Identify and create value with our customers
和我们的客户一起发现和创造价值
Our Objectives 我们的目标
• Optimise processes, operations, costs and
revenue 优化工艺、运作、成本和收入
• Gain end to end visibility of our data, forecasts,
demand, orders, costs 力求数据、预测、需求、
定单、成本等完全透明可视
• Manage our performance to deliver results结果
导向，管理绩效
•• Customer alignmentCustomer alignment 客户合客户合
作作
•• OptimisationOptimisation 优化优化
•• VisibilityVisibility 可视性可视性
•• Aligned Performance Aligned Performance
MeasuresMeasures 统一的统一的绩效管理
Our Cornerstones 我们的基础
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Deliver Leading Customer Service 提供领先的客户服务
• Customers Segmentation.客户细分
• Promise only what we can deliver.只承诺能做到的
• Deliver what the have promised.承诺的就必须做到
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Customer Alignment 客户合作
• Identify the strategic importance, current and future of
your customers and manage sales channels accordingly
. 确认客户目前和未来的战略重要性，并以此为依据管
理销售渠道。例如：
- Distributor / Direct 经销商/直销
• Acknowledging the strategic importance of particular
customers, understand their buying behaviour and
design supply chain capabilities around them
• 认清特别客户的战略重要性,理解他们的购买行为，从而
能围绕他们来设计供应链能力
Objective 目标
Understanding what is required from your supply chain.
理解供应链的要求
How 如何
Business Plan Performance Targets - Draft - for Discussion Purposes Only
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Understanding supply chain needs 明白供应链的需求
• Reliability 可靠性
• Cost 成本
• Responsiveness 响应性
• Flexibility 灵活性
• Asset efficiency 资产效率
Aligning and prioritising different needs can deliver significant savings at the same
time improve revenue and service delivery. Such an approach may mean the
company manage the supply chains to different customers in different ways. The key
characteristics of any supply chain that need to be prioritised are:
对不同的供应链需求进行整合和优先排序可以节省大量成本，同时提高收入和服务水平。这可能
意味着对不同的客户要有不同的供应链管理方法。需要进行优先排序的关键供应链特征有：
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Challenges for the future. 未来的挑战
» Costs. 成本
» Service 服务
» Global Capability 全球化的能力
» Local Sourcing and Resources 当地采购和资源
» Integration of Local and Global strengths and supply chains 本地及全球优势与供
应链的整合
All these impact on our ultimate goal of being the
所有这些都会影响我们成为具有领先的供应链管理的顶级乳品公司的终极目标
Leading dairy company with
leading supply chain management
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Thank you
Business Plan Performance Targets - Draft - for Discussion Purposes Only
