1、2022-11-19价值链讨论会价值链讨论会价值链讨论会价值链讨论会WORKSHOP OBJECTIVES讨论会目标讨论会目标To develop deeper understanding of value chains in the global food system发展对于在全球食品系统中价值链的更深层的理解To address value chain project design and formation从事价值链计划的设计和形成To develop value chain program and project management skills发展价值链项目和计划管理技术价值链讨
2、论会CONTENT内容内容 Part 1:General introduction on value chain development 部分1：总体介绍价值链发展 Part 2:Principles of value chain project development 部分2：价值链计划发展原理 Part 3:Cases and critical success factors 部分3:案例和重要成功因素价值链讨论会PART 1GENERAL INTRODUCTION ON VALUE CHAIN DEVELOPMENT部分1：总体介绍价值链发展价值链讨论会CHANGES IN THE GL
3、OBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Mass individualisationReaction industryconcentrationadded valueinternationalisationnew technologyco-operationFundamental shiftspluriform consumersconsumer drivenmarket accessindustry responsibilitysustainable solutionsChain reversal价值链讨论会consumertradeproducerconsume
4、rretailPresent market pull long term chain orientedPast product push short term linkage orientedtradeproducerretail ChainreversalCHANGES IN THE GLOBAL FOOD SYSTEM价值链讨论会CHANGES IN THE GLOBAL FOOD SYSTEMChanging structureproductionproductsdistribution价值链讨论会DK:FOTEK/MAPPUK:IGDNL:ACCWORLD-WIDE ATTENTION
5、 FOR CHAINDEVELOPMENTPT:SPICanada:AFCBrazil:PensaEurope:ECRAustralia:Supermarket to AsiaJapan:Tie-upfood chainThailand:Supply ChainFresh ProduceUS:ECR and EFR价值链讨论会Retail strategy零售策略零售策略CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Branding商标Internationalisation国际化Interactive home shopping交互式家
6、庭购物Retail activities零售活动零售活动Developing shop floor brand发胀购物层商标Investments in the supply chain投资供给链Mass marketing大规模销售Direct customer relationships 直接客户关系Brand integrity and brand culture商标完整和商标文化价值链讨论会CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变Demands retailers 需求零售商需求零售商Supply certainty供给确定
7、性Just-in-time 正好及时Consistent products一致产品Year-round 全年不变的Category management 种类管理Distinctive capacity特色能力Variation,fresh and safe变化,新鲜和安全Good price/quality performance合理价格/质量表现价值链讨论会CHANGES IN THE GLOBAL FOOD SYSTEM全球食品系统的改变全球食品系统的改变New rules of the games新游戏规则新游戏规则-relation based instead of transact
8、ion based关系为基础的替代交易为基础的-integrated instead separate approach合作方式替代分离方式-from internal to external focus从内部到外部关注-learning by doing 边做边学-from linkage-maximisation to chain optimisation 从连接最大化到链最优化价值链讨论会“In the future,agri-food producers,processors and retailers will no longer compete as individual enti
9、ties.Rather,they will collaborate as a strategic value chain and compete with other value chains in the market place.“将来,农业食物生产者,加工者和零售商将不再作为单个实体竞争.他们将合作成为策略价值链,同市场中其他的价值链竞争Jan Van Roekel,Executive Director,Agro-Chain Competence Foundation价值链讨论会Value Chains:A definition 价值链:定义A strategic collaborati
10、on of organizations for the purpose of meeting specific market objectives over the long term and for the mutual benefits of all links of the chain.组织的策略合作以长期满足特定的市场目标和链个环节间的互相利益价值链讨论会Traditional Business Relationships传统商业关系Information sharing分享信息-Little or none一点或没有Primary Focus主要关注-Cost/price成本/价格O
11、rientation 定位-Commodity商品Power Relationship有力的关系-Supply push供给推动Org.Structure组织构造-Independent独立的Philosophy哲学体系 -Self optimization个人最优价值链讨论会The“Traditional”PictureMarket InformationSupply价值链讨论会Value Chain Relationships价值链关系价值链关系Information sharing分享信息-Extensive广泛的Primary Focus主要关注-Value/Quality价值/质量O
12、rientation定位-Differentiated Product 多样产品Power Relationship有力的关系-Demand Pull需求拉动Org.Structure有力的关系-Interdependent互相依赖Philosophy哲学体系-Chain Optimization链最优价值链讨论会The“Value Chain”PictureMarket InformationSupply价值链讨论会Value Chains:Why Now?价值链:为什么现在?Food safety:a growing concern食品安全:一个增长的关注 Product quality
13、and consistency产品质量和一致性 New product innovation and differentiation新产品创新和多样化 A need to build capacity to respond 需要建立回应的能力 Effective strategic alliances can enhance market performance有效的策略联盟可以加强市场表现价值链讨论会NEEDS FOR STRENGTHENING THE CHAIN 需要加强链需要加强链Quality 质量Sustainability 长久性Safety安全Health健康Animal we
14、lfare动物福利Low cost strategy低成本策略低成本策略Chain optimisation链最优化Market segmentation市场分割市场分割Chain differentiation链不同化Product differentiationand shorter life cycles生产不同化和短生命周期Satisfy the need for满足需要满足需要Integral chain care整体链注意价值链讨论会VALUE CHAIN DEVELOPMENT价值链发价值链发展展Plantania(potted plants)Skovar(pork)Fresh
15、crate(food and retail)HAK(canned vegetables)Aquazon(fish)KKM(dairy sector)HACCP(fixed meals)ProfitabilityImage and trustStandardisationMarketingProduct/market dev.Milk qualityFood safetyTraderFarmerRetailProcessorFarmerProcessorFood serviceCaseIssueInitiatorStarting points开始点开始点价值链讨论会VALUE CHAIN DEV
16、ELOPMENT价值链发展价值链发展-Planning计划-Execution执行-Control控制Chain management链管理链管理-Links needed 需要链接-Functions,positions,interests功能,位置,兴趣-Strategy and objectives策略和目标Chain formation链形成链形成-Harmonisation business activities 协调商业活动-Marketing,logistics,IT,quality市场,后勤,信息技术,质量Chain(re)design链设计链设计-Co-making 一同制造
17、-Vertical integration 垂直统一管理-Supportive bodies 支持团体-Strategic alliances 策略联盟Chain organisation链组织链组织价值链讨论会CHAIN COMPETENCE:A STRATEGIC SUCCESS FACTOR链竞链竞争争:策略成功因素策略成功因素Knowledge about chainsChain strategyChain formingChain organisationChain designChain managementPartnershippingKnowledge within chain
18、sChain marketingLogisticQuality controlInformation flowAdded ValueTechnologyIntegration价值链讨论会CHAIN MANAGEMENT MODEL链管理模型链管理模型1.Chain initiator2.Chain strategy3.Management chain members4.Management chain resources5.Management chain process6.Valuation endmarkets7.Valuation chain members8.Valuation soc
19、iety9.Chain resultBest of Class4 yearsCo-operation2 yearsCurrentsituation价值链讨论会VALUE CHAIN DEVELOPMENT价值链发展价值链发展RealisationImprovement potential 5 yearsIntegral chain careConsumer orientationEfficiency in informationCategory managementCustomer satisfactionNumber of new productneutralimprovementstron
20、g improvementResults vertical co-ordination(40 projects)价值链讨论会Participants参与者参与者-MOS(30 growers)MOS(30种植者)-Lemkes(trader)Lemkes(贸易商)-OBI(Builders merchant chain)OBI(采购链建立者)-Research and service organisations研究和服务机构-RijnconsultTHE PLANTANIA CASE PLANTANISA案例案例ACC award 1998价值链讨论会THE PLANTANIA CASE PL
21、ANTANISA案例案例Goal 目标目标Improvement in sales and marketing of potted plants(with use of IT and a quality guarantee system)改善盆栽植物的销售和市场(应用信息技术和质量保障系统)DataWarehouseChain transaction-system LemkesOBIMOSQuality care inthe chainQuality care ofindividual growersMultimediaMarketingSystem价值链讨论会THE PLANTANIA CA
22、SE PLANTANISA案案例例Increased sales (25%)销售增长Less wastes(40%-60%)更少浪费Lower stocks(10%)更少囤积More mutual trust更多相互信任Better knowledge of each others activities对对方活动由更多了解Results 结果结果价值链讨论会THE PLANTANIA CASEPLANTANISA案案例例Chain reversal as central issue;链反过来成为中心问题Focus on customer service;关注消费者服务Professionali
23、sm of the distribution;专业化分销Chain communication;链交流Reliability;可靠性Open information sharing.开放消息分享The concept 概念概念Plantania价值链讨论会THE PLANTANIA CASEPLANTANISA案案例例Meeting and explaining;聚会和解释Take your time;慢慢来Chain performance measurements;链表现测量Agreements on responsibilities;责任协议Workshops.研讨会Developing
24、 mutual trust 发展相互信任发展相互信任价值链讨论会THE PLANTANIA CASE PLANTANISA案案例例Step Description Execution1.Chain initiatoridea/changeindividual2.Feasibility studypossible actionsindividual3.Chain meetingawarenessgroup4.Concept devlp.project plan etc.individual5.Workshopfine-tuning/prioritiesgroupStep by step appr
25、oach 一步一步方案一步一步方案价值链讨论会Win-win situation双赢情况双赢情况OBI-improved profitability per m shopping floor;改善的效益每购物层平方米-strengthening of quality image;加强质量典型Lemkes-higher market share at OBI;在OBI更高的市场份额-improved match of supply and demand;改善了供给和需求的配合MOS-sales certainty;销售确定性-improved price/performance rate;改善价
26、格/表现率-more transparent consumer.更多明显的消费者THE PLANTANIA CASE PLANTANISA案例案例价值链讨论会CONSEQUENCES结果结果Primary Producer 主要生产者主要生产者Role:-from product to market orientation;从产品到市场导向作用 -from all-round to specialist;从多方面到专业-from daily to long term planning.从每天计划到长期计划Attitude:-from transaction oriented to long-t
27、erm partnership;从交易导向到长期伙伴关系态度 -new forms of horizontal co-operation;新形势的水平合作-customer and consumer oriented.客户和客户导向Knowledge-production planning and logistics;生产计划和后勤知识 -contract forming and risk management;合同形成和风险管理-information technology,quality control,business strategy.信息技术,质量管理,商业策略价值链讨论会CONSE
28、QUENCES结果结果Trader贸易商贸易商Role:-from trader to organiser of finance,logistics and information;从贸易商到财政,后勤和信息的组织者作用-from information protection to information sharing.从信息保护到信息共享Attitude:-from high margins to continuity;从高利润到连贯性态度-from transaction oriented to long term partnerships.从交易导向到长期伙伴关系Knowledge:-
29、tuning demand and supply;协调的需求和供给知识-consumer marketing and micro marketing;消费者市场和微观市场-chain information and chain quality systems;链消息和链质量系统-contract forming,price setting and business strategy.合同形成,价格设定和商业策略价值链讨论会CONSEQUENCES结果结果Role:-organising in stead of following the chain;组织而不随从链作用-branding and
30、 adding value;品牌化和增值-instruction of the producer(price/quality).指导生产者(价格/质量)Attitude:-internal and external focus;内部和外部关注态度-customers satisfaction;消费者满足-process oriented business operations.加工导向商业运行Knowledge-tracking and tracing,logistic concepts;跟踪和追查,后勤概念知识-ECR and shelf management;ECR和自我管理-product,concept and production innovation;产品,概念和生产创新-chain management.链管理Processor/industry 加工者加工者/工业工业2022-11-19价值链讨论会
