How long can dealers who frequently "cut their throats" last?

Dealers have been doing business since the late 1980s. Over the past 40 years of reform and opening up, distributors have made great contributions to the development of FMCG in China.

But now the dealer's life is getting harder and harder!

1

I have cooperated with the brand for 18 years.

But it was overwhelmed by the pressure of goods and tens of millions of arrears.

Recently, Dong Zhentang published an article entitled "Mengniu, it's not easy to say I love you" on the official WeChat account, which caused a heated discussion in the industry. Dong Zhentang is the largest distributor of Mengniu in China and the largest distributor of Mengniu ice products. He has worked in the cold food industry for 30 years and once built the first county market with sales of tens of millions.

18 years ago, Mengniu just started the Beijing market, and Dong Zhentang joined hands with Mengniu Company to explore the Beijing market. In 2008, it became the exclusive distributor of Mengniu Beijing market.

In the following years, with the concerted efforts of Qi Xin, the brand sales reached a historical peak, which was also the period when the dealers were most satisfied and loyal to the manufacturers.

The article said that the problem mainly occurred after 20 13, and the new regional manager took office. Because Mengniu's business team lacks management experience, has different service consciousness and angles, the sales volume drops rapidly, and the remaining problems surge every year. By 20 15, the sales volume dropped by more than 50%, and then various problems broke out intensively.

According to the time node, sort out the important events with prominent contradictions:

In 20 16, when Dong Zhentang took over the market in the suburbs of Beijing, the cost of problems left over from the operation of Mengniu Company totaled more than 3.8 million yuan, which was handled by Mengniu Company, and Dong Zhentang personally subsidized more than 800,000 yuan.

2065438+September 2007, Mengniu's business team still demanded another 3.6 million yuan of stock, but Dong Zhentang had no choice but to comply.

20 18, Mengniu Company financed goods during its direct operation in Beijing. Most of the tens of millions of funds gap is raised by Dong Zhentang every month, and Mengniu Company promises to bear the interest. The highest inventory reached more than 74 million yuan, and there were more than 40 million yuan in inventory at the end of the year.

In 20 19, the business model changed, and Mengniu Company took over the Beijing market through the channels of Dong Zhentang Company, and managed and accounted independently. Due to the fact that both parties have not changed all kinds of contracts signed in the early stage and still in the period of validity, and the product inventory is too large, Mengniu Company spent more than 8 million yuan on warehousing and 2 million yuan on accumulated logistics during its self-operated period from May to June. At this point, the logistics company sued Dong Zhentang Company, whose account was frozen, which triggered a series of chain reactions. Loans were cut off, houses were auctioned, assets were frozen, the company could not operate normally, and employees' salaries were frozen. From 2065438 to 2009, the business personnel of Mengniu Company took 980,000 yuan from Dong Zhentang Company, and only returned a small amount, which has not been resolved since it was recovered.

During the period, the solution was negotiated many times, but because of the sale of a clear card, the statements were inconsistent and the implementation process was not smooth.

On June 1 day, 2020, 10 many employees went to Mengniu Company to seek solutions and promised to give them as soon as possible. On June 2nd and 3rd, regional leaders communicated with Dong Zhentang according to their original understanding, but failed. On June 4th, I received a letter from Mengniu, saying that Dong Zhentang organized downstream dealers to make trouble in the factory, blocked the gate and pulled banners, which seriously affected the normal operation of the factory and further intensified the contradiction.

After two more consultations, the two sides have failed so far.

According to Dong Zhentang, the current fees owed by Mengniu mainly include:

In 2065438+2008, in view of the credit granted by Mengniu to Dong Zhentang Xingshui Ye Wei Company190,000 yuan, the storage fees and dumping discounts generated by the inventory of more than 70 million yuan add up to at least 40 million yuan. If you don't need to bear this part of the money yourself, there is still 2 1 10,000 yuan. In addition, some customers remitted money to Xingshui Ye Wei, but they didn't deliver it to others, probably millions. If Mengniu company makes up all these goods, it is equivalent to at least 6.5438+million yuan.

Finally, in this case, Dong Zhentang chose to make the facts public, just hoping to get a positive clarification from Mengniu! I hope that dealers all over the country will sum up their experience and learn lessons.

2

"Throat-cutting" incidents occur frequently.

Former partners turned against each other.

Speaking of the "throat cutting incident", it has actually happened many times in the industry!

20 16 "Donggu throat-cutting incident" caused an uproar, and suddenly canceled the agency right of condiment distributor "Yanling Xiangyi" in Henan. The dealer cried blood and accused himself of being "cut throat" by the manufacturer.

20 19 "Haidilao" hot pot material Zhengzhou distributor was kicked out, cooperated for more than ten years, and was finally abandoned. Even because of the so-called integration of manufacturers, they gave up cooperation with other products and could only go bankrupt and dissolve after being kicked off.

I believe there are still many cases. These dealers have made great contributions to the development of products from the beginning of brand development, insisted on being in the front line of the market and constantly contributed to the development of brands. But the brand has developed, and if you don't find a reason, you will be kicked away.

If the dealer has no problem, then from the dealer's point of view, it is obviously a bit biased, too much. There will be some problems in the performance of dealers, some mistakes in all aspects, or the company's profits will be affected ... but what kind of situation did they face when they first cooperated with the brand more than ten years ago?

A brand has no literary talent, no fame in the terminal, and even few salesmen ... The product sales are average, even can't be sold, and few people take care of it, covering only a small number of areas ... Let alone any tasks, it is grateful to have a certain sales volume every year, let alone any pressure on goods. ...

However, as soon as the brand develops, it is completely different. Start all kinds of means, pressure goods, verification, tasks ... all have to set up checkpoints, and all have certain requirements. As long as something goes wrong, start cleaning up and don't cooperate. Finally, salespeople can throw their weight around and threaten dealers with a little power. There have even been cases where salesmen directly fired the original dealers for relatives and friends. After all, there is no human feelings. After all, it's just business! Nobody blames anyone, and nobody owes anyone. Just remember to tell yourself: don't be naive!

three

Dealer: These manufacturers make me sad the most!

(1) What I do and what you sell:

Most manufacturers will position their products according to their functions. In other words, you have to sell what my product positioning is and what my technology reaches. Of course, if you are a well-known brand, the quality is leading and stable, and the products can create trends, we will not say anything. The problem is that your R&D strength is average, and your product positioning is average, but you are also arrogant, and you don't listen to the feedback from dealers and follow the market demand.

(2) No goods, no cooperation:

The cooperation form of traditional distribution channels is relatively simple, and manufacturers blindly shout "order". No order, no cooperation. If you are not a dealer, no matter how interested you are in this industry, you can't make a penny. For customers who have no terminal but have capital and channel resources, manufacturers lack flexible cooperation mode.

Whether the product can be sold is your business;

As a producer, the manufacturer aims to sell goods. Some short-sighted manufacturers fool the goods into the hands of dealers, regardless of anything. Dealers always ask for three promotions and support, just like asking grandpa. The attitude of the manufacturer is very clear: "I only care about the product, and it is your business to sell it or not." Dealers are also miserable: I sell goods and you don't cooperate. How can I fight the market alone?

(4) The product quality is poor and the after-sales service is not followed up;

What dealers can't tolerate most is: poor product quality! This not only damages the brand's reputation, but also directly affects the dealer's personal reputation. Of course, if the quality is poor and the service is overvalued, the dealer can still swallow this tone. I am most afraid that some poor quality products can't keep up after sale, forcing dealers to knock out their teeth and swallow blood, and finally lose a large market.

5 E-commerce squeezes the living space of traditional dealers:

When it comes to e-commerce, traditional channel providers will always pick up a vigilant heart. A dealer netizen said: "I am not afraid of manufacturers engaging in e-commerce, but I am afraid of those secret promotional tricks." On the one hand, manufacturers will plan to open online flagship stores, taking into account the interests of dealers, so the price is usually a unified retail price; On the other hand, manufacturers also want to occupy a place in the wave of e-commerce, so they will always engage in some promotional activities and tying packages, so that the price will be evenly distributed and there will be many discounts, or simply re-register the brand and secretly steal many customers from the dealers.

For dealers, the biggest harm is not the flagship store of the manufacturer, but the "brothers" in various regions and the new brands of the manufacturer. Many dealers and manufacturers will secretly open online stores and compete for the market across regions with ultra-low retail prices, while manufacturers are beyond their reach and improperly controlled. Once the customer sees through the tricks, it is difficult for the dealer to recover the arrears.

four

Manufacturers are enemies? Or husband and wife?

Although the Dong Zhentang incident is only a unilateral statement by the dealer, Mengniu has not yet replied, but from this incident, we can see that there have been two problems in the industry, namely, pressing goods and cashing expenses, especially for large enterprises.

The relationship between manufacturers was very harmonious in the past. What kind of era was that? Summarized in two sentences: low-end consumption of blowout, endless sales growth. But this era ended in 20 13. In 20 13, most industries in China reached the historical peak of sales. Faced with the decline in sales, the normal job of manufacturers is to "save sales." How to save sales? One is to promote new products, and the other is to increase the pressure on goods.

At first, dealers can only bear it silently, but it is increasingly unrealistic to sell by goods. Dealers can tolerate not making money for one year, but it is hard to tolerate not making money for two years. If there is no hope of making money within two years, the dealers will not be able to hold on, and they will not have the courage to "say no" to the manufacturers. For a long time, some people described the relationship between manufacturers as enemies and husband and wife, but Na Shi believed that in order to establish a stable relationship between manufacturers, both sides must achieve "benefit" and "righteousness"! Only "profit" without "righteousness" is a "bitch" behavior; Only "righteousness" without "benefit" is a fairy tale, and cooperation cannot last long.

What is the relationship between manufacturers? Opinions vary, but they are all inseparable from one core, which must be a result: win-win! Enterprises should treat dealers as children, and dealers should treat enterprises as husband and wife. With this foundation, there will be loyalty and long-term development!

From: Nash.