Agency data: 5 1% dealers are worried about being replaced! Big coffee in the industry: there are 1 1 outlets to choose from.

The two sets of data released by Nash Technology have made many dealers feel very worried.

In August this year, Nash published the "Guide to the Survival Report of FMCG Distributors in China in the First Half of 2020", which showed that in the first half of this year, 5 1% of the distributors lost 10%-50%, and more than 50% of the distributors said that they could only last for half a year.

1 1 month, Nash released another set of survey data: 5 1% dealers are worried about being gradually replaced by new formats, and 35% dealers are worried about the increasingly difficult operation.

Business is difficult, how to break it?

On the afternoon of February 9, 65438+, channel reform II. The "Second National Food Distributor Conference" sponsored by the Distributor Working Committee of China Food Industry Association and Nash Technology was held in Zheng, and experts in the industry suggested that there are 1 1 outlets to choose from.

It is also a brand with annual sales of10 billion. Why is the profit margin difference between the two more than ten times?

An epidemic has made it more and more difficult for dealers whose sales are already declining.

On February 9th, 65438, at the national food distributor conference, Li Yan, chairman and CEO of Nash Technology and vice chairman of the distributor working committee of China Food Industry Association, said that the epidemic situation accelerated the change of the external environment and the change of distributor channels.

"This year's newly emerging community e-commerce quickly seized the market. This kind of traffic dividend brings market, consumers and profits to community e-commerce. " Then, is there no way out for dealers who take offline stores as the main battlefield? Li Yan said that this is not the case. You can compare three squirrels with He Fei milk powder.

Founded in 20 12, Three Squirrels is a veritable Internet brand company with strong online economic strength. Its operating income is also increasing year by year. From 20 15 to 20 19, the operating income was 2.043 billion yuan, 4.423 billion yuan, 5.554 billion yuan, 7.0.1billion yuan, and 6.5438+0.0/kloc-0.70 billion yuan, but the net profit for all five years was 0. It can be seen that the net profit of the three squirrels has been declining since 20 17, while the operating income has maintained growth.

Let's have a look at He Fei milk powder. He Fei was founded in 1962, starting from Qiqihar, the hometown of red-crowned cranes, and is one of the earliest milk powder enterprises in China. In 20 19, the total income of He Fei dairy industry was about 137438+05 billion yuan, and the net profit was 3,934.6 million yuan.

In the same year, it was 20 19, and it was also an enterprise with revenue exceeding 10 billion. The profit rate of three squirrels is 2.35%, while that of He Fei is 28.7%. What's the difference between them?

Li Yan said that the online income of the three squirrels accounted for 90%, while the offline sales in He Fei accounted for 87%. It is the first line and the first line that lead to the difference in income between the two.

Or just like this, three squirrels expanded their offline stores on a large scale in 20 19. In that year, the three squirrels added 58 offline food stores, totaling *** 108, and 268 alliance stores, totaling 278.

By the end of 20 19, 12 and 3 1, He Fei dairy mainly sold its products through the extensive distribution network of more than 1800 offline customers (covering more than109,000 retail outlets), and the revenue generated by offline sales accounted for the total dairy industry in He Fei.

All the bosses who were eliminated by the market gave up progress.

Even the three squirrels who have achieved online traffic are thinking about transformation, let alone others?

"The dealer's' concept renewal' is the foundation." At this food distributor conference, Chen Yichu, vice chairman of the 9th Henan Provincial Political Consultative Conference and former mayor of Zhengzhou, said in his speech that it is the general trend for food enterprises to strategically build an omni-channel sales model if they want to seize consumers' "money bags", and they should always update their concepts. For example, IKEA, which sells household products, began to promote Swedish vegetable protein meatballs at the third China International Import Expo (CIIE) this year.

Pan, general manager of Shanghai Enterprise Management Consulting Co., Ltd., who entered the dealer industry from 65438 to 0994, suggested that the first step in the transformation of dealers is to understand the reasons behind the difficulty in doing business.

Is the phrase "business is hard to do", which is often said, sometimes just a mantra? When did our business get better? Is the business sad because it can't be done at all, or because the peers are too good and the competition is too fierce? Are you doing business, making money or robbing money now? If it's robbing money, why not rob others? Is it because the thinking is aging, the execution is weakened, or the homogenization is too serious?

"All these management problems are ultimately management problems," Pan said, and all management problems are ultimately "people" problems; And all "people" problems, in the final analysis, are the problems of the boss (dealer).

"The market eliminated me", and the eliminated boss may find such an excuse. Pan said that the market has not eliminated any boss, but the boss himself gave up progress, refused to admit mistakes, did not reflect, did not learn, did not repair and did not innovate when encountering problems and problems.

"Without continuous progress, business shrinkage is inevitable." Pan said that all companies that want to continue to develop should undergo overall transformation every two or three years. This is like, a luxury car with more than 2 million yuan must go to the 4S shop for maintenance regularly, otherwise it will be a broken car in expressway. Why are hotel knives so fast and sharp? Because the chef grinds it every day.

Selling a box of goods for 5 yuan is the most suitable profit model for dealers.

Since the dealer's business is so difficult to do, the question is: how long can the dealer's business last?

"From 20 13 to 2020, dealers will close their doors faster and faster." Pan said that in the past, a dealer with 50 million sales could drag on for two or three years even if the business was not good. Now, in a few months, it will go bankrupt.

In the past, when you sold something, people would say that you sold it very expensive. At that time, the information was opaque and asymmetric, and the other party was very likely to lie to you and talk nonsense. But now that you sell things again, people say that you are expensive. Nine times out of ten, it is really expensive, because more than 70 e-commerce platforms in China/KLOC-0 can compare prices at any time.

How can the dealer's business last for a long time?

Pan suggested adjusting our thinking.

In the past, making money by buying and selling information was asymmetric, but now the information is symmetric, but the "service" is asymmetric; I used to earn the product price difference. Now I'm going to start earning "service fees", which can be earned by both upstream manufacturers and peers.

In the past, it was emphasized that the general distributor, general agent or franchisee of a certain manufacturer can not be trapped by any manufacturer now. If you want to make money, you must return to the essence of the dealer's "broker", and adopt an open purchase and delivery, low inventory, high turnover, and sell a box of goods to 5 yuan, which is the most suitable profit model for dealers.

Dealers want to transform, and there are 1 1 outlets to consider.

If it is transformed, where should dealers turn?

Pangai 1 1 outlet: 1, as a monopoly dealer, one is the only one, and I am the only one; 2. Be an alliance, and it is a strong alliance; 3. Focus on a certain field and be a professional dealer; 4. Do market operation, help manufacturers attract investment, do terminal maintenance and do community promotion; 5. Be a professional customer, not a financial tool of the manufacturer; 6. Be a localized terminal integrated service provider; 7. Do localized e-commerce, and the terminal sinks to the consumer's home; 8. Be a localized service provider of e-commerce; 9. Upstream and downstream development, making factories and retail terminals; 10, semi-automatic operation, but separation of management right and ownership; 1 1, selling company.

According to the above 1 1 direction, what is the success rate of transformation?

"Only one-third of the success rate." Pan said that this is a kind of "transformation". In fact, sometimes this is just a way for dealers to avoid problems. However, 70% of the transformation for this purpose failed, and only the "newly expanded" dealers succeeded.

The main reason for the failure is that the basic work is not done well.

What are the basic tasks that dealers should do?

If the company's development plan is formulated, it is not enough to seek a domain without seeking the overall situation; Office housekeeping management, including time management, goods management, information and work progress. If you want to find something, you can judge the management level of the company from whether you can find it within 1 minute; There are also personnel management and downstream customer management.

If you want to sell products, you must start with telling stories.

"When a potato grower and a rose sender pursue a girl at the same time, who will win?"

This is the first question raised by Gu Junhui, a positioning expert and founder of Gu Junhui's strategic positioning consulting.

The pursuer of growing potatoes is very practical and has told the girl many times that he is good at growing potatoes. As long as you follow him, he will ensure that she won't go hungry. The man with the rose only said one sentence: I want to make you beautiful.

Later, the man with the rose won. Because girls like romanticism.

"This shows that when the economy and society move from hunger to saturation, commercial competition will move from product war to psychological war." Gu Junhui said that in the era of hunger economy, dealers have only one battlefield, which is around product sales; When the economy becomes saturated, consumers have more choices. In addition to the visible product war, dealers have to fight an invisible psychological war. If there is a touching brand story at this time, it will get twice the result with half the effort.

"The most powerful weapon for a product to impress consumers is not the good quality of the product, but to convince consumers that your product is good, then your thing is good." Gu Junhui said, in other words, the most important thing for brands to remain competitive in the market for a long time is to learn to tell stories.

If you want to be a good dealer, you might as well start by telling stories.