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This article is based on the keynote speech of .
Lin Zihui, the rotating chairman of the distributor branch of the China Condiment Association and the chairman of Harbin Desheng Dry Water Products Distribution .
, L.
, at the live broadcast event of "Warm Current Action - Special Session for Distributors" held by the China Condiment Association recent.
Tidy .
Lin Zihui, the rotating chairman of the distributor branch of the China Condiment Association and the chairman of Harbin Desheng Dry Water Products Distribution .
, L.
, at the live broadcast event of "Warm Current Action - Special Session for Distributors" held by the China Condiment Association recent.
Tidy .
Recently, there is a popular sentence on the Internet, called "Youth is only a few years old, and the epidemic accounts for three year.
It has been almost three years since the beginning of the new crown epidemic, and I still don’t know when it will e.
This round of outbreaks has once again spread across the country, with wider coverage than ever, and stricter control than ever befo.
Many places are closed and statically manag.
Except for some stores that ensure people's livelihood, such as supermarkets and farmers' markets, which can operate normally, others are basically closed, and dine-in dining is strictly prohibit.
During the epidemic, logistics also faced great challeng.
The goods from the manufacturers could not be delivered, the goods from the ports could not come in, and the goods from the warehouses could not be deliver.
Although the government emphasizes ensuring the smooth flow of daily necessities, drivers in the epidemic area have turned red, causing drivers to dare not go to areas with severe epidemics, which has a great impact on logisti.
It has been almost three years since the beginning of the new crown epidemic, and I still don’t know when it will e.
This round of outbreaks has once again spread across the country, with wider coverage than ever, and stricter control than ever befo.
Many places are closed and statically manag.
Except for some stores that ensure people's livelihood, such as supermarkets and farmers' markets, which can operate normally, others are basically closed, and dine-in dining is strictly prohibit.
During the epidemic, logistics also faced great challeng.
The goods from the manufacturers could not be delivered, the goods from the ports could not come in, and the goods from the warehouses could not be deliver.
Although the government emphasizes ensuring the smooth flow of daily necessities, drivers in the epidemic area have turned red, causing drivers to dare not go to areas with severe epidemics, which has a great impact on logisti.
With the normalization of the epidemic, the impact on dealers is very serio.
The traditional sales model has narrowed the living space, thus accelerating the survival of the fittest and the iterative upgrade of traditional deale.
In the face of a crisis, some people choose to give up and fall; some people adjust their business and do it to make money, but choose to save their lives if they don’t make money;
The traditional sales model has narrowed the living space, thus accelerating the survival of the fittest and the iterative upgrade of traditional deale.
In the face of a crisis, some people choose to give up and fall; some people adjust their business and do it to make money, but choose to save their lives if they don’t make money;
Dealers need to do iterative upgrades quick.
How to do iterative upgrades of channels? To analyze the characteristics of different channels:
How to do iterative upgrades of channels? To analyze the characteristics of different channels:
01
Traditional way
During the epidemic, household consumption in farmers' markets has also partially improved, and it is necessary to strengthen the display of traditional channels and the introduction of new produc.
02
catering channel
The impact of the epidemic on the catering channel is the biggest, but as long as there are sales opportunities, more street-sweeping sales and package sales are ma.
03
Supermarket channel (KA channel)
In recent years, due to the influence of online, e-commerce platforms, fresh food channels, e.
, the overall traffic and sales of supermarket channels have declined sharp.
According to Yonghui's 2021 annual report, it lost 9 billion yuan for the whole ye.
As a supplier of supermarkets, the life of dealers will not be ea.
Because the losses are too serious, many dealers choose to give up the cooperation with the supermarket chann.
But as a dealer, I still hope to stick to it as much as possib.
Because the supermarket KA channel is the benchmark for brand image, it plays a driving role in other channels, and the sales account for a large proporti.
Distributors need to fully communicate with manufacturers, focusing on supermarket display, stacking, on-site and off-site promotion, scene drainage, experience, and encouraging sal.
, the overall traffic and sales of supermarket channels have declined sharp.
According to Yonghui's 2021 annual report, it lost 9 billion yuan for the whole ye.
As a supplier of supermarkets, the life of dealers will not be ea.
Because the losses are too serious, many dealers choose to give up the cooperation with the supermarket chann.
But as a dealer, I still hope to stick to it as much as possib.
Because the supermarket KA channel is the benchmark for brand image, it plays a driving role in other channels, and the sales account for a large proporti.
Distributors need to fully communicate with manufacturers, focusing on supermarket display, stacking, on-site and off-site promotion, scene drainage, experience, and encouraging sal.
04
Fresh (BC) channel
This channel is a channel that has developed rapidly during the epidem.
For consumers, fresh food stores are closer and more convenient than large supermarke.
Compared with online channels, fresh products such as vegetables and fruits are fresher, faster, and more secu.
Therefore, fresh food stores have become the preferred shopping channel for consumers during the epidem.
For consumers, fresh food stores are closer and more convenient than large supermarke.
Compared with online channels, fresh products such as vegetables and fruits are fresher, faster, and more secu.
Therefore, fresh food stores have become the preferred shopping channel for consumers during the epidem.
For dealers, fresh stores can withdraw funds much faster than KA stores, with lower costs and stronger profitabili.
Taking Desheng Qiandiao Harbin Company as an example, the annual capital turnover rate of the KA channel is 3 times, and the annual capital return rate is about 10%, and the interest rate cannot be reach.
The annual capital turnover rate of the fresh BC channel reaches 10 times, and the annual return on capital is 40%-5
Desheng dry-tunes Zhengzhou and Changsha companies, and the fresh food channel is also developing very fast, doubling every year from 2018 to 2021, and from January to April this year, it also doubled compared with the same peri.
Taking Desheng Qiandiao Harbin Company as an example, the annual capital turnover rate of the KA channel is 3 times, and the annual capital return rate is about 10%, and the interest rate cannot be reach.
The annual capital turnover rate of the fresh BC channel reaches 10 times, and the annual return on capital is 40%-5
Desheng dry-tunes Zhengzhou and Changsha companies, and the fresh food channel is also developing very fast, doubling every year from 2018 to 2021, and from January to April this year, it also doubled compared with the same peri.
However, it was difficult to develop fresh food channels at the beginni.
On the one hand, it was the construction of the team, and on the other hand, it was the cultivation of the mark.
On the one hand, it was the construction of the team, and on the other hand, it was the cultivation of the mark.
team building
In the early stage, dealers need to recruit a professional team with at least retail channel experience, and at the same time need to consider the stability of the te.
The operation in the early stage is very hard, because the personnel cost will be very high, the salary of the salesman may be 5,000, and his sales may only be 10,00 The dealer owner needs to have the psychological ability to lose money, and he will succeed if he persis.
The company can make a profit if the monthly sales per salesperson reaches 200,00
The operation in the early stage is very hard, because the personnel cost will be very high, the salary of the salesman may be 5,000, and his sales may only be 10,00 The dealer owner needs to have the psychological ability to lose money, and he will succeed if he persis.
The company can make a profit if the monthly sales per salesperson reaches 200,00
market cultivation
To be a fresh food store, you need to think about being a KA store, you need to take into account the product mix, and you need to store, display, and promote peop.
In Zhengzhou and Changsha markets, Desheng Dry Mixed Soy Sauce has fierce competition in the soy sauce catego.
It is difficult for the Donggu brand to enter the store in fresh food stores, so it is combined with Wudeli Tianmairan's high-end Australian wheat noodles, and the combination of the two brands is used in the sto.
, out-of-store sales, tasting promotion, cultivating consumer groups, that is, increasing sales and attracting traffic, impressing the hearts of fresh store owners or purchasing, and promoting store owners to cooperate with .
In 2021, the sales volume of the company's high-end Australian wheat vermicelli series will be .
1 in Changsha and .
4 in Zhengzh.
Donggu in the two regions will also maintain a growth rate of more than 2
In Zhengzhou and Changsha markets, Desheng Dry Mixed Soy Sauce has fierce competition in the soy sauce catego.
It is difficult for the Donggu brand to enter the store in fresh food stores, so it is combined with Wudeli Tianmairan's high-end Australian wheat noodles, and the combination of the two brands is used in the sto.
, out-of-store sales, tasting promotion, cultivating consumer groups, that is, increasing sales and attracting traffic, impressing the hearts of fresh store owners or purchasing, and promoting store owners to cooperate with .
In 2021, the sales volume of the company's high-end Australian wheat vermicelli series will be .
1 in Changsha and .
4 in Zhengzh.
Donggu in the two regions will also maintain a growth rate of more than 2
05
Online e-commerce channels
Iteratively upgraded fourth-generation dealers are omni-channel marketing dealers and online and offline integrated deale.
We all know that online e-commerce platforms are very importa.
Many dealers have also done it, but they are not very good, and my work is not very go.
Why? Because e-commerce requires a certain degree of professionalism, it is difficult to recruit talen.
To be a good online team, you must have experience in retail channels, and at the same time, you must learn online sales skil.
No matter what difficulties, we must insist on doing well in e-commerce, and we must embrace e-commer.
We all know that online e-commerce platforms are very importa.
Many dealers have also done it, but they are not very good, and my work is not very go.
Why? Because e-commerce requires a certain degree of professionalism, it is difficult to recruit talen.
To be a good online team, you must have experience in retail channels, and at the same time, you must learn online sales skil.
No matter what difficulties, we must insist on doing well in e-commerce, and we must embrace e-commer.
The biggest pressure on dealers from the epidemic is how to complete the tasks assigned by the manufacturers, hand over satisfactory answers to the manufacturers, and have reasonable invento.
To solve any difficulties, we must base ourselves on the future, do a good job of iterative upgrades, avoid low-cost sales, avoid smuggling, and avoid only thinking about solving immediate problems without considering long-term developme.
To solve any difficulties, we must base ourselves on the future, do a good job of iterative upgrades, avoid low-cost sales, avoid smuggling, and avoid only thinking about solving immediate problems without considering long-term developme.
I hope that dealers and friends can communicate with each other, learn from each other, make progress together, unite, face the crisis together, and withstand the crisis together!
