Distribution channels of Huiyuan juice

Reporter Jiang Jiesheng reports: When most beverage products failed to seize the supermarket terminal, it was recently shocked to hear that Huiyuan Juice went against the trend-creating a new channel for beverage distribution and planning to open 1500 juice shops nationwide. If Huiyuan Juice rashly rolls out the store plan in an all-round way, the biggest challenge facing Huiyuan in the future is undoubtedly how to balance the relationship between upstart stores and dealer owners. More questions in the industry are whether Huiyuan Juice's plan to throw such a heroic cloud can subvert the mainstream channel of beverage distribution that is almost impregnable at present?

Huiyuan store plans to surface.

Relevant media recently disclosed that Huiyuan Juice plans to open 1500 stores nationwide this year, specializing in Huiyuan series products. The purpose is to increase the market share of fruit juice and maximize profits. Further enhance Huiyuan brand and expand the market network of prefecture-level cities.

According to the news, Huiyuan Store will be mainly built in the county-level market, with a single store area of not less than 50 square meters, mainly concentrated near hypermarkets. The total investment is not very large. After the dealer pays, he can get the market support of 6% of the payment. Dealers only need to pay 50 thousand yuan (five years) for the right to operate, which is similar to opening a supermarket.

Yesterday, an assistant surnamed Zhang of Huiyuan Group told the reporter that Huiyuan Juice Store started planning in June last year at 5438+ 10. Stores are mainly located in districts and counties, and the surrounding markets are developed with stores as the main line. At present, it is only in its infancy. We haven't done anything about the implementation of the plan in the whole country for the time being, so we won't publicize it for the time being and will convey it later.

Is it possible to open a 1500 store?

According to the assistant surnamed Zhang, many store managers are former distributors of the company. In Huiyuan's channel planning, the franchise stores will develop synchronously with the previous distributors. When the reporter mentioned how to balance the relationship between the channel system of specialty stores and the traditional distribution system that once shone brilliantly in Huiyuan juice distribution, Assistant Zhang prevaricated the reporter on the grounds of not directly managing marketing.

In view of the case that fast-moving consumer goods such as beverages rarely used the channel system of specialty stores in the past, the industry has no specific evaluation. However, a case worthy of reflection is the once sensational Wahaha 2000 children's clothing store plan. In August 2002, Wahaha announced that it had opened 2,000 specialty stores in the country that year. As a result, I heard that Wahaha children's wear store only opened 800 in the end. Not only is the market indifferent to this, but even traders seem to be in high spirits.

According to the data, Huiyuan Juice Group, which moved from Shandong to Beijing in its early years, 1998 only aimed at the development of the national market. In the past nearly 12 years, Huiyuan Juice has set up 24 factories and 270 sales companies in China, but Huiyuan Juice Center has only developed more than 500 stores in China. Assistant Zhang admitted to reporters yesterday that some dealers do hold different views on this, and the plan needs to be improved on the basis of summing up experience. But how to improve this channel system is unknown to the reporter. Will there be any unique secrets in the Huiyuan store plan?

Is the store channel suitable for the beverage industry?

According to the idea of Huiyuan Group, the purpose of opening a store is to increase the market share of juice. Assistant Zhang said that the development of the exclusive store system has advantages over the original channels because they have experience, capital and market.

According to industry insiders, 80% of the sales share of beverages comes from traditional channels and 20% comes from direct sales channels. For fast-moving consumer goods such as food and beverage, supermarkets, convenience stores and grocery stores are almost the same terminal for beverage peers from first-tier cities to third-tier cities. Although a few well-known beverage manufacturers have opened flagship stores in first-tier cities to display their brand image, Huiyuan's practice has undoubtedly left a series of suspense-Huiyuan expects specialty stores. Will the delivery price of specialty stores be different from that of supermarkets and convenience stores? In this regard, Assistant Zhang did not directly answer the reporter's question.

According to the analysis of insiders, the key lies in whether the price system of Huiyuan supermarkets, convenience stores and specialty stores has reached a dynamic balance. If the price of specialty stores is higher than that of supermarkets and convenience stores, shopping is inconvenient and the distribution scale of specialty stores cannot be expanded; On the contrary, if the price of specialty stores is lower than that of supermarkets and convenience stores, Huiyuan's mainstream terminal system may be in danger of collapse. Therefore, it is still a question whether Huiyuan's huge store opening plan can be fully rolled out.

(2004)