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Currently, Chaopi has established deep cooperation with more than 300 upstream manufacturers from China and abroad, covering over 500 brands and more than 10,000 SKUs. More importantly, Chaopi spans multiple industries including baijiu, beer, yellow wine, foreign liquor, wine, dairy, imported food, cosmetics, and washing products, making it a first-class comprehensive trading and distribution enterprise. This not only aligns with the national development plan for the distribution industry but also with global trends in the sector.
Building a "Refined, Specialized, and Detailed" Network Channel Structure
In previous years, the liquor industry grew at an annual rate of over 30%. Distribution companies with a certain scale either acquired distilleries or developed brands upstream, or expanded downstream into direct-operated chain stores. However, Chaopi did not follow this trend, at least not on a large scale, by shifting from wholesale to retail. Instead, it adhered to a "fundamental thinking" approach: helping good products find the most suitable retailers and helping good retailers find the most suitable products. Chaopi positions itself as a comprehensive service provider, focusing on honing its capabilities in the intermediate link between manufacturers and terminals—not only serving upstream manufacturers but also providing excellent service to downstream retail enterprises.
Through shareholding reform, Chaopi established a flat management structure, with six management centers: Business Management Center, Headquarters Marketing Center, Logistics and Distribution Center, Financial Management Center, Information Processing Center, and Administrative Service Center. In terms of network, Chaopi's coverage extends to all terminals, especially supermarkets and hypermarkets, serving both international large-format stores and domestic and international chain retailers. Moreover, Chaopi has not rested on its deep control of Beijing's urban area or its product radiation to North China; it continues to expand its channels. Currently, Chaopi has 14 subsidiaries. Its original radiation radius was within the Fifth Ring Road, but it has now extended to the outskirts, with five suburban county branches established in places like Miyun and Fangshan. Additionally, companies such as Tianjin Chaopi, Taiyuan Chaopi, Tangshan Chaopi, Qingdao Chaopi Jinlong, and Shijiazhuang Chaopi Xinlong have been established to build a Bohai Rim network. Chaopi has established a sales network centered on Beijing and covering the Bohai Rim region, making it the largest FMCG wholesale and distribution agency in North China.
Building a Comprehensive Service-Oriented Supply Chain Management Model
Service is soft, but it requires hard work. Many trading companies have service awareness but are weak in building service capabilities. Upstream, channels, and terminals require distribution companies to have network advantages, warehousing advantages, distribution advantages, and the ability to provide value-added services such as accurate and timely market information.
In warehousing and logistics, Chaopi is at the forefront of the distribution industry. Its logistics and distribution center consists of multiple warehouse areas, with a total storage area of over 200,000 square meters, 150,000 standard storage positions, and the capacity to store 8 million standard boxes of goods.
In terms of distribution, Chaopi has over 300 box trucks to meet various customer needs, and it fully implements cargo location management. The annual throughput of Chaopi's logistics and distribution center reaches 90 million pieces, with a maximum daily throughput of 600,000 boxes—a formidable capability that is widely praised in the industry.
Chaopi's warehousing and logistics not only meet its own needs but also serve as a third-party logistics and distribution platform for some manufacturers and merchants.
In terms of information and value-added services, Chaopi connects upstream manufacturers and downstream retail outlets through electronic information technology, enabling rapid product sell-through observation, inventory rate management, and consumer experience feedback.
Adopting Intelligent and Information-Based Management Models
Fully leveraging advanced information technology to enhance supply chain management is a key factor in Chaopi's success. As early as 2001, Chaopi cooperated with Beijing University of Technology to develop a management information system, achieving internal information exchange and unified procurement settlement and warehousing distribution. As the system developed, Chaopi realized that information technology could further deepen the entire supply chain process, so it upgraded the system to an e-commerce platform based on ERP (Enterprise Resource Planning) and took the lead in developing a "3G" mobile marketing management system, achieving "electronic document exchange with major suppliers and customers, integrating internal business with external transactions, and gradually realizing modernized operation of the entire supply chain process."
In 2013, Chaopi Trading used the Hongjing eHR 6.0 system to build a comprehensive and standardized human resources basic information database, fully grasping employee information and solving problems such as scattered personnel information and high turnover. It also standardized basic business processes such as compensation and benefits, and labor contracts, and used data analysis and statistical reporting functions to support leadership decision-making. Through the construction and application of a performance management system, it improved the refinement of performance management.
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