Many cosmetic packaging factory business friends who make cosmetics packaging materials are giving feedback. At present, most of the small orders are from e-commerce, such as 3000 pump heads and 10000 bottles. For these small orders, should they be accepted or not? Don't pick it up, for fear of losing the opportunity for future cooperation, pick it up, there is no stock, and small orders are inserted into the workshop, and the profit is not much.
Many friends have communicated with us about this issue. We think that if we cannot accept small orders, it is on the surface an order issue, business order issue. Looking at the nature of the company through small orders, this is a company’s marketing strategy and customer positioning issues. At the same time, it is also an issue of the company's manufacturing system, which can even extend to the company's overall strategic issue. Why do you say this? Let's briefly analyze it below. It is just a statement for your reference:
Why do we want to enlarge it, let's start with the small order. There are two main sources of small orders. One is the small order for market testing in the new product development stage, and the other is the emergency small order that appears in the return order when the market is in operation.
In the first case, because the small packaging material order is behind the initial development of a new product, the new product ranges from brand planning, packaging design, to proofing, to small-batch production for market testing, and pilot trials in multiple pilot areas. The feedback is good, and then large-scale mass production. Small orders for packaging materials are often in the small-batch trial production stage, which is used to investigate the market demand. At this time, the brand owners themselves have no bottom line for the order volume. The second is because the original supplier's production capacity is insufficient or the quality has problems, so the buyer temporarily responds, finds the current model reserve supplier for replenishment, quickly proofs and tests, and once it is qualified, it can be mass-produced.
For Yusu Packaging, small orders are not a question of not being able to accept, but a question of whether the packaging material company's marketing system and salespersons are professional. Orders are regardless of size, and are all customer needs. Even for large orders, orders may be cancelled due to market reasons. Therefore, professional marketers will pay attention to the quality of the order rather than the size of the order. As a professional packaging material company, how do you identify the quality of orders? Everyone at Yusu Packaging understands the source of the order and makes an analysis:
Small orders come from brand owners:
Orders are not big or small, but the strength of the operator behind the order is big and small. The strength directly determines the growth potential of the order. Therefore, it is recommended to conduct background research on the brand operator and investigate the successful case of the brand operation of the brand operator. They assess the brand's brand positioning, operating model, channel promotion plan and market promotion efforts, etc., so as to evaluate the future development ability of the packaging material order, and then decide whether to put the order into manufacturing. If the small order is from a well-known brand, congratulations. This is a great opportunity to enter the brand's supply chain. The rare fission opening, packaging material companies should seize this opportunity.
Small orders come from OEM/ODM processing plants
The OEM/ODM processing organization is processing on behalf of customers. At this time, the demand for packaging material orders and the OEM business volume are integrated. The business demands of the brand are also analyzed by the OEM factory. At this time, the packaging material company needs to do both Efforts, one is to communicate more with OEM procurement, because the goals of both parties are the same, and they also need to cooperate with each other. The second is to make a back-adjustment by yourself to confirm the potential of this brand.
Small orders come from micro-e-commerce/e-commerce brands
The two channels of micro-e-commerce and e-commerce have a trend of convergence. The former uses personal social networking as a network for retail, and the latter uses the Internet as a carrier to conduct personal social marketing. Of course, the latter follows the traditional line. The integration of downstream channels will also have great variables in the future. Although the micro-business industry is gradually transforming into standardized channels, a closer look at the trading and operation methods of many so-called micro-business masters, most of them use the brainwashing model that they have successfully learned before to develop personal channels, and they are stuck in the stage of sales skills. Less involved in marketing strategy and corporate strategy system. Therefore, for the source micro-e-commerce, e-commerce channel packaging material small orders, more research on the company organization, rather than brand research, the qualitative organization of the organization, the organization’s operating philosophy, operating values and operating model directly determine Whether the small order can grow into a large order, or there is no return order situation. If the situation of the other party is not ideal after the background, you should decisively give up cooperation at this time to reduce manufacturing risks.
There are many sources of small orders, such as borrowing from the same source, and purchasing on behalf of customers. In short, behind the small orders may be traps or big opportunities. For the packaging material factory, this is also an opportunity for the professional ability of the pilot factory.
How to manage small orders is a headache for all packaging material factories. For example, when the business receives an order for 2000 pump heads, when there is no stock in stock, the factory must first insert the order and disrupt the PMC plan. In the workshop process, injection molding The technicians in the printing and assembly workshops will often pick up, change the mold, change the board, change the line, and often need to lower the mold after one job is not available, and the worker will also call when the board is transferred. The performance of the small order is not high. Piece rate wages are hard to earn... Such and this happens in many factories every day, which is a challenge for the managers of the packaging material factories.
So looking back, small orders are part of the company’s strategy. The company’s strategy includes manufacturing strategy and marketing strategy. Facing the consumption upgrade of cosmetics, in the new retail era, more and more consumers are pursuing personalized products. The new products of P&G continue to iterate, and the small-batch and multi-batch manufacturing model will become the mainstream. The downstream P&G company has begun to adjust the company’s supply chain strategy for such small-batch and multi-batch products. In order to reduce inventory as much as possible, P&G has introduced large-scale enterprises. Data is applied to the supply chain. Through the analysis of big data, starting from the demand side, the order requirements are visualized, and the inventory plan is formulated to simultaneously reflect customer needs. This demand is pushed to the factory step by step through digital methods, so that production follows The demand of consumption changes. This is a reverse manufacturing process. Inventory is manufactured through demand, and inventory is used to respond to the needs of small-volume users. This is an upgrade to the factory's manufacturing strategy.
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