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This article is based on the keynote speech of .
Wang Ning, the executive vice president of the distributor branch of China Condiment Association and the chairman of Guangzhou Yuemeida Trading .
, L.
, which was recently held by the China Condiment Associati.
Wang Ning, the executive vice president of the distributor branch of China Condiment Association and the chairman of Guangzhou Yuemeida Trading .
, L.
, which was recently held by the China Condiment Associati.
How to build a new type of manufacturer relationship between brand owners and distributors during the epidemic
Affected by the epidemic, the current situation of overcapacity has been placed in front of .
With the advancement of the national unified big market strategy, condiments are gradually being integrated into the national strate.
Now the concentration of category brands will be higher and higher, which requires the rapid development and breakthrough of brand owners, and some brands are getting stronger and strong.
Lead or lead the development of a catego.
Practically speaking, various brand owners also have huge pressures: first, they must continue to operate; second, they must develop rapid.
With the advancement of the national unified big market strategy, condiments are gradually being integrated into the national strate.
Now the concentration of category brands will be higher and higher, which requires the rapid development and breakthrough of brand owners, and some brands are getting stronger and strong.
Lead or lead the development of a catego.
Practically speaking, various brand owners also have huge pressures: first, they must continue to operate; second, they must develop rapid.
In the process of brand development, dealers are an indispensable and important link, and also give dealers a good opportunity for developme.
Closer and sincere cooperation between the two parties can make the brand develop faster and long.
Therefore, brand development is the common goal and responsibility of brand owners and distributors, not a single brand own.
Cooperation and interaction, focusing on the following issues:
Closer and sincere cooperation between the two parties can make the brand develop faster and long.
Therefore, brand development is the common goal and responsibility of brand owners and distributors, not a single brand own.
Cooperation and interaction, focusing on the following issues:
01
Increase or continue to promote brand building
The future is a brand era, and now we should focus on strengthening offline and online brand promoti.
At present, the promotion of offline brands has slowed do.
Before the epidemic, brand merchants would pay attention to the contribution of distributors to the brand, but in the past few years, brand owners have gradually ignored the contribution of distributors to the brand, mainly due to the current sales The pressure is very hi.
At this stage, all the work of distributors is to solve sales problems, which has become the most basic goal of brand owne.
Dealers must generate sales, and all work revolves around sales performance, so the promotion of the brand is gradually ignor.
At present, the promotion of offline brands has slowed do.
Before the epidemic, brand merchants would pay attention to the contribution of distributors to the brand, but in the past few years, brand owners have gradually ignored the contribution of distributors to the brand, mainly due to the current sales The pressure is very hi.
At this stage, all the work of distributors is to solve sales problems, which has become the most basic goal of brand owne.
Dealers must generate sales, and all work revolves around sales performance, so the promotion of the brand is gradually ignor.
At present, the promotion of offline brands by brands is slowing do.
Compared with the past, the number of customers in physical stores is getting smaller and the sales contribution is getting wor.
Brand owners are gradually ignoring the investment in offline bran.
The rapid growth of online traffic is mainly driven by price, and most online sales of condiments are consuming the stock of brand val.
The brand stock is the result of the long-term cultivation and precipitation of the brand, but this consumption has a certain period of time and can only last for a period of ti.
Over time, other brands will continue to emer.
If we do not promote the brand in place and cannot realize the combination of online and offline brands, the stock of the brand will be slowly exhausted and the brand will be lost, becoming a substitute or victim of price produc.
Therefore, brand owners and distributors should continue to be reasonab.
Promote online and offline brand buildi.
Compared with the past, the number of customers in physical stores is getting smaller and the sales contribution is getting wor.
Brand owners are gradually ignoring the investment in offline bran.
The rapid growth of online traffic is mainly driven by price, and most online sales of condiments are consuming the stock of brand val.
The brand stock is the result of the long-term cultivation and precipitation of the brand, but this consumption has a certain period of time and can only last for a period of ti.
Over time, other brands will continue to emer.
If we do not promote the brand in place and cannot realize the combination of online and offline brands, the stock of the brand will be slowly exhausted and the brand will be lost, becoming a substitute or victim of price produc.
Therefore, brand owners and distributors should continue to be reasonab.
Promote online and offline brand buildi.
02
Jointly establish a long-term and stable strategic price system
Guarantee reasonable profits for both parties
Brand owners should establish a long-term price strategy system to ensure the long-term and stable development of the bra.
At present, the sales pressure of various brand owners is very hi.
In order to exchange price for volume, small profits but quick turnover is not sustainable for brand developme.
On the contrary, under the current epidemic situation, reasonable sacrifice of certain sales and brand establishment is a rare way to promote brand developme.
opportuni.
The usual price system of many brands is a regional price system, and the short-term regional price system cannot guarantee the long-term and stable development of the bra.
A reasonable and stable price system has a great support and promotion effect on the development of brands, and plays a very good role in guaranteeing the interests and development of brand owners and distributo.
Reasonable profits with brand owners, and guide distributors to develop healthi.
At present, the sales pressure of various brand owners is very hi.
In order to exchange price for volume, small profits but quick turnover is not sustainable for brand developme.
On the contrary, under the current epidemic situation, reasonable sacrifice of certain sales and brand establishment is a rare way to promote brand developme.
opportuni.
The usual price system of many brands is a regional price system, and the short-term regional price system cannot guarantee the long-term and stable development of the bra.
A reasonable and stable price system has a great support and promotion effect on the development of brands, and plays a very good role in guaranteeing the interests and development of brand owners and distributo.
Reasonable profits with brand owners, and guide distributors to develop healthi.
As a dealer, you must consider your own operating profit problem and solve the dealer's own hematopoietic problem under a reasonable price syst.
Only in this way can the dealer continue to operate and develop continuous.
Otherwise, the brand owner will face the risk of death of a blood loss dealer at any ti.
On the surface, it seems that there is no problem in changing a dealer if the dealer dies, but in fact, most dealers have accumulated a lot of things including brand culture in the process of distributing branded produc.
Once the dealer does not operate well, these accumulations will There will be a loss, which is actually a huge lo.
It is not sustainable to switch dealers easi.
Only in this way can the dealer continue to operate and develop continuous.
Otherwise, the brand owner will face the risk of death of a blood loss dealer at any ti.
On the surface, it seems that there is no problem in changing a dealer if the dealer dies, but in fact, most dealers have accumulated a lot of things including brand culture in the process of distributing branded produc.
Once the dealer does not operate well, these accumulations will There will be a loss, which is actually a huge lo.
It is not sustainable to switch dealers easi.
03
Promote systematic learning and improvement of dealers
In the process of cooperation between dealers and brand owners, brand owners should promote systematic learning and improvement of deale.
Now we need to put learning on the important agenda, such as how digital marketing can make good use of data and do marketing we.
Some big brand manufacturers should lead the dealers to promote the work, improve the dealer team, and drive the development of a value chain of common interes.
Now we need to put learning on the important agenda, such as how digital marketing can make good use of data and do marketing we.
Some big brand manufacturers should lead the dealers to promote the work, improve the dealer team, and drive the development of a value chain of common interes.
Can omni-channel operations resist?
business risk
The supermarket system has been impacted by online since 2018, and the impact of the epidemic in recent years has made it worse, resulting in a sharp decline in the performance of the supermark.
The Chinese consumer group is not a very mature consumer group, they will follow su.
When society, including the media, regard online consumption as a fashion, everyone will converge, but it will slowly return to normal in the futu.
The Chinese consumer group is not a very mature consumer group, they will follow su.
When society, including the media, regard online consumption as a fashion, everyone will converge, but it will slowly return to normal in the futu.
At present, under the current epidemic situation, supermarket-based dealers should do the following:
01
Refinement management of channels
At present, the customer flow of the store is very sma.
To achieve more output with less input, we must do a good job in the refined management of the sto.
To achieve more output with less input, we must do a good job in the refined management of the sto.
We must do a good job in the product mix, so that when customers go to the store, they prefer your products, instead of soy sauce, choose vinegar, cooking wine, mustard, e.
, so that products become the first choice of consume.
, so that products become the first choice of consume.
Guaranteed availability and no shortage of sto.
Ensure the basic display of 2-3 display surfaces of produc.
Promote brand owners to do a good job in brand image displ.
The image display of the brand helps the brand owner to sort out the brand and promote the bra.
The image display of the brand helps the brand owner to sort out the brand and promote the bra.
At present, the output ratio of poster activities is very l.
It is necessary to compress the input of posters as much as possible, and focus on making discounts with the stor.
For example, 65% off, 62% off, and the average price of ten yuan, e.
in the store, and make full use of this large-scale event to attract custome.
In the past, the drainage lasted for a period of time, but now the drainage is three or two da.
It is necessary to seize these three or two days to achieve the sales targ.
These are some adjustments and changes we made during the actual operation of the sto.
It is necessary to compress the input of posters as much as possible, and focus on making discounts with the stor.
For example, 65% off, 62% off, and the average price of ten yuan, e.
in the store, and make full use of this large-scale event to attract custome.
In the past, the drainage lasted for a period of time, but now the drainage is three or two da.
It is necessary to seize these three or two days to achieve the sales targ.
These are some adjustments and changes we made during the actual operation of the sto.
02
Ensure that all channels and systems must have reasonable profits to enhance the hematopoietic function of dealers
As a dealer, basically a 35% gross profit markup is the bottom line of the dealer's surviv.
Below 35%, the dealer is basically lo.
Because the contract of the shopping mall is about 20%, plus an investment of about 10%, it will reach 30%, and there is a 5%-10% of its own operating expens.
Therefore, we must control the price and ensure normal operating profi.
Below 35%, the dealer is basically lo.
Because the contract of the shopping mall is about 20%, plus an investment of about 10%, it will reach 30%, and there is a 5%-10% of its own operating expens.
Therefore, we must control the price and ensure normal operating profi.
03
Handle the relationship between large single products and small single products
We all know that large single products tend to go by volu.
In the overall industry, the law of 28 tells us that 80% of the sales of large single products are not profitable, and whether the sales generated by 20% of small single products can balance the loss of profits of large single products needs serious attention, so it is recommended that everyone must do a good job of large orde.
The sales ratio of products and small single produc.
In the overall industry, the law of 28 tells us that 80% of the sales of large single products are not profitable, and whether the sales generated by 20% of small single products can balance the loss of profits of large single products needs serious attention, so it is recommended that everyone must do a good job of large orde.
The sales ratio of products and small single produc.
04
Handle reasonable inventory problems
To ensure a reasonable safety stock, improve the turnover rate of our invento.
We have about 2 million excess futures and return inventory a year, and this loss is quite lar.
How to realize it? It is recommended to keep the supply of goods in the warehouse fresh, improve the turnover rate of products, and prevent stockpiling and stockpili.
If the pressed goods cannot be used up within 2-3 months, it is absolutely not allowed to press them, and pressing them means loss.
There may be many big brands that will adopt the behavior of suppressing goods, because the sales pressure of manufacturers is very hi.
But as a dealer, we must deal with this problem, otherwise the loss will be hu.
We have about 2 million excess futures and return inventory a year, and this loss is quite lar.
How to realize it? It is recommended to keep the supply of goods in the warehouse fresh, improve the turnover rate of products, and prevent stockpiling and stockpili.
If the pressed goods cannot be used up within 2-3 months, it is absolutely not allowed to press them, and pressing them means loss.
There may be many big brands that will adopt the behavior of suppressing goods, because the sales pressure of manufacturers is very hi.
But as a dealer, we must deal with this problem, otherwise the loss will be hu.
05
Fully integrate manufacturers
Distributors must make good use of the brand value and marketing resources of manufacture.
As distributors, they must rely on brand owners to devel.
They cannot fight alone in the mark.
Only by working together with manufacturers can they win the mark.
It's hard to grow .
As distributors, they must rely on brand owners to devel.
They cannot fight alone in the mark.
Only by working together with manufacturers can they win the mark.
It's hard to grow .
06
Make a financing plan
Dealers used to have very good profits, but since last year, they have faced a loss probl.
The dealership industry, on the surface, is an asset-light industry, but it is actually an asset-heavy indust.
In addition to the inventory problem, there is also a payment cycle for a supermark.
It takes four months for goods to be turned over, and only three times a ye.
All funds are deposited in shopping malls and warehouses, and the demand for funds is very lar.
At the same time, the profit is not very high, only about 5%, so capital is not inclined to invest in deale.
The smaller the dealer is, the easier it is for him to solve the problem; but once the big dealer is short of money, it is not easy to solve .
Everyone should do a good job of capital planning to escort our operatio.
The dealership industry, on the surface, is an asset-light industry, but it is actually an asset-heavy indust.
In addition to the inventory problem, there is also a payment cycle for a supermark.
It takes four months for goods to be turned over, and only three times a ye.
All funds are deposited in shopping malls and warehouses, and the demand for funds is very lar.
At the same time, the profit is not very high, only about 5%, so capital is not inclined to invest in deale.
The smaller the dealer is, the easier it is for him to solve the problem; but once the big dealer is short of money, it is not easy to solve .
Everyone should do a good job of capital planning to escort our operatio.
