This summer has become the rainy season in both the South and the North. Continuous rainy weather brings natural disasters, but it also affects the survival of dealers. In the original peak season of drinks, it was also greatly affected by the rain, even directly "making soup".
However, this is not the most terrible thing. The most terrible thing is that after half a year's recovery and adjustment, while the dealer's operation is recovering, internal and external troubles also broke out one after another. In the second half of this year, what are the nine difficulties of dealers?
1. Inventory, inventory at the end of the year, pressure after the epidemic, step by step to force the dealer's life and death!
Although it has been half a year, the inventory of distributors is still a big problem. In addition to the inventory handling during the Spring Festival, after the market recovers, the pressure of manufacturers is gradually recovering, constantly compressing the living space of distributors.
(Image Source: bathroom headlines-public number, invasion and deletion)
the funds itself are limited, and the funds are put on the inventory. Every step of the dealer is like walking a steel wire, and a little carelessness may lead to a catastrophe.
2. Terminal credit sales, no account period!
Last year's money hasn't come back yet, and all kinds of credit sales have started again this year. The reason for the epidemic itself is that the terminal has more reasons to sell on credit. If it does not agree, the terminal will directly stop cooperating and even take back the goods previously pressed to deal with it.
In addition to these, many terminals went bankrupt directly after the epidemic, and they couldn't even find someone, let alone the previous payment. If you break your teeth, you can only swallow them in your stomach. Every bit of money is hard to come by. If you want to completely solve the credit sales, it will become far away.
3. New products dare not be made, old products have no profit!
From the beginning of the year to now, there have been many online investment and offline investment, and there are many products, but there are not many products that can really end up. It's not that the product is not good, but it's just more careful. In the past, as long as there was profit, he dared to do it. It was a big deal to waste some time, some markets and a busy job. This year is different. Under the pressure of survival in all aspects, the first priority is to survive.
(Image Source: bathroom headlines-public number, invasion and deletion)
at this time, we can only be careful, and the selection is more cautious and the shots are more careful.
4. The cost of moving sales increases, but the effect is getting worse and worse!
In the past, many people paid attention to an activity. Now, if the sales are more popular and the creativity is good, it is difficult for the crowd to gather. Because of the epidemic, most people are careful. Big brands can also have a gimmick. The promotion of small brands can only be said to be unsatisfactory. After one round, they are exhausted. One or two big cats and three or four little cats are not enough to even make a living.
5. Channels gradually narrow and old channels die out!
In the past four months, all kinds of supermarkets have closed down, new retail has run away, and convenience stores have closed...... The news has not decreased. In addition, with the closure of special channels such as campus, cinema, KTV and internet cafe, the channels of distributors are becoming narrower and narrower.
In addition, the rise of community stores and the entry of big brands into the terminal caught dealers off guard and the competition was unprecedentedly fierce.
6. The market gradually recovers, and the manufacturer's task gradually increases!
From the national epidemic control, the market gradually recovered, although the sales volume of the terminal also recovered, at the same time, the task of the manufacturer also came. Especially for some big brands, the growth of the first quarter report and the upcoming semi-annual report is the result of pressure on distributors.
Manufacturers are eager to return blood, and naturally they have started a new round of market policies and task requirements for distributors.
7. The market in peak season under the influence of weather is greatly reduced!
Summer was originally the peak season for drinks, but the erratic weather this year has become the biggest variable. The continuous rainy weather and the capricious temperature make this summer not as hot as the past, which has a great impact on the sales volume of beverages.
In addition to the influence of sales volume, rainy weather also makes it more difficult for dealers and salesmen to expand their business.
8. Various cost increases caused by personnel changes!
From the change of business personnel affected by the epidemic at the beginning of the year to the entry of new personnel, in addition to the impact on market recovery, the cultivation of new personnel and the familiarity of the market have brought more and more influence.
In addition, problems such as increased mobility of personnel, unstable market, slowing development, and even loss of channel outlets continue to appear, resulting in increasing market costs and worse and worse effects.
9. Turmoil brought by market instability!
RedBull trademark issues, negative news from Huiyuan, various doubts brought by the listing of Nongfu mountain spring, various doubts from WAHAHA, various rumors from dairy enterprises, and various negative effects of liquor industry...... Almost all industries, even the first-line brands of all categories, directly affect the stability of the entire market.
The dealer's escape from the tide!
Under the dilemma, the escape tide of dealers in recent years has reached its peak. The voices from escaping from big business supermarkets to escaping from big brands have never stopped. Coupled with the stimulation of internal and external factors, these voices are unprecedented.
The continuous Big Business Super closed down, and many dealers have been difficult to obtain sales and profits from big business super. Especially after the epidemic, the market recovered. Although many big merchants maintained sales volume, the requirements for distributors became more stringent. All kinds of high costs have become a burden for dealers during the epidemic, and the subsidies that cannot make ends meet have strengthened the determination of dealers to stay away.
Besides Shangchao, the game between distributors and brands has gradually become white-hot. In the epidemic, the actions of big brands continue, and the sales volume is relatively less affected, but the pressure from brands remains high. Most distributors themselves have been struggling to survive. For the sake of brand achievements, various problems such as pressure still exist, while the problems such as dealers' temporary products have not been dealt.
Especially before this, there was media feedback that the production date of products seen in Shangchao and others was still in 2019.
Poor market, manufacturers are still constantly pressing the goods. The so-called big brands and big manufacturers are gradually becoming the burden of distributors while bringing sales. Once the balance is broken, the first to suffer is still distributors.
How far can the 2020 distributor go?
In a previous survey, more than 50% of dealers reported that their business conditions were poor and they might even close down. But, is that true?
While facing suffering, distributors are the most viable link.
From the recovery of the market till now, whether it is the successive recovery of channels such as Shangchao or circulation, or the continuous increase of the sales volume of manufacturers, it cannot be separated from the efforts of distributors. Under various pressures from manufacturers and various compromises from terminals, distributors are still constantly rushing for the market and survival under their own difficult conditions.
The difficulties faced by distributors are all traceable. How to optimize themselves and external factors becomes the factor that determines life and death under the situation that cannot be changed externally. How to deal with inventory, how to balance profits, how to stabilize the team...... It will determine the survival status of distributors in the second half of the year.
Whether it is growing against the trend or sinking, the second half of the year will become the key to the survival of dealers in the next five years!
Source: eating.
(Article Source: bathroom headlines-public number, invasion and deletion)
