摘 要
进入 21 世纪，中国人的收入和生活水平的不断提高。更多的人们对自己的
健康越来越多的关注。政府鼓励人们采取更多的体育锻炼。近 400 万中国人在
各种运动中，每年的数量还在不断增加。所有这些因素都有助于中国国内鞋服
企业和品牌的快速发展。然而，由于大多数中国鞋服企业的订单来自于分销商，
而不是实际市场的需求，生产量往往变化很大，最终销量则不如人意，而这样
的结果往往是无法挽回的。高成品库存给企业带来很大的资金压力。它们采取
的措施，以建立自己的品牌名称，并通过各种广告去刺激销售。一方面，他们
花了大量的钱，在国家范围内的电视广告，明星代言和赛事赞助，被形容为“空
中轰炸”的行话。另一方面，为他们的分销商设置过高的绩效指标和高利润回
报。但是市场实际的变化。在近几年的平均单店利润下降，不少店面被关闭，
这些企业的销量和利润都下降。这些企业越来越关心自己提高内部管理水平。

因此，供应链协同的研究是重要的。

企业应利用供应链协同：使得供应链的上游降低成本，并提高响应能力，使
他们能够提供市场所需要的产品和服务，最快速和最佳的成本满足客户的需求。

因此，企业销售的提升必须通过有效的实施供应链协同达到。

其次它的细节的方法和做法，优化供应链流程，使用“流沙”的模式，“饮
酒”模型和“自助式”的模式，分析供应链协同的要领和实践提供指导。同时，
多套“自动和手动调节的动态图形”的模型来预测和智能分配，依此提高企业
的反应能力和适应能力。最后，这些理论和工具被应用在国内外两个有代表性
的企业和品牌，并验证是有效的，并可以共享所有的中国企业。

关键词：特步 供应链协同 鞋服企业 供应链环境分析 协同策略

Abstract
Entering into the 21
st
century, the income and living standard of Chinese
people have been improved continuously. The enlarging middle class people take
more and more concerns about their health. The government encourages people to
take more physical exercises. Nearly 400 million Chinese are taking various kinds of
sports every year, and the number is still increasing. All these factors contribute to the
fast development of Chinese domestic sportswear companies and brands. However,
due that most Chinese sports wear enterprises make to distributors’ orders instead of
precise forecast of consumer needs, the production volume often varies largely with
final sales volume, and this result is often irreparable. High stock of some SKUs
exists alongside with high out of stock of other SKUs. In the past, to occupy more
local markets at a higher speed than their competitors was so important to the
enterprises that they opened large amout of retail stores through distributors in a very
short time. The measures they took to build their brand name and to stimulate sales
were also similar. On one hand, they spent large money in national-wide TV
advertisements, celebrity endorsements and events sponsorship, which was described
as “air bombing” in jargon. On the other hand, they set high KPIs and high profit
returns for their distributors, who were named “ground forces” in jargon. Things
change. What are happening in recent years are that average store profit is dropping,
stores are being closed, the sales volume and profit of these enterprises are both
decreasing. These enterprises are more and more concerned about increasing the
management level inside themselves. Therefore the study on “Brand-Driven
Quick-Responsed Supply Chain and Best Operations” is significant.
Secondly it details the methodologies and approaches to organize supply
chain processes; use Quicksand model, Drinking model and Buffet model
which are extracted from nature to analyze the essentials of supply chain management
and provide guidance to practice. Meanwhile, several sets of auto-generated and
manually-adjustable dynamic graphical forecasting and intelligent distribution
methods and models and a set of practical methods to improve coordination,
responsiveness and adaptability are firstly proposed to form a set of decision
supporting tools which are simple, easy to use and at low cost. Finally these methods
and tools are applied in two representative enterprises and brands and are verified to
be effective and can be shared by all Chinese enterprises.
To sum up, this paper analyses the above problems both theoretically and
practically, and provides a set of innovative solutions. This study can significantly
help to increase brand value, economic benefits and competitiveness of enterprises.
KEYWORDS: Xtep Group Supply chain Collaborative industry
Environment analysis of collaborative Strategy t