Traditional liquor dealers experience collective "pains period", liquor dealers want to change to the electric dealer

After the golden decade, China's traditional wine dealers are experiencing unprecedented collective "pain period." First, the transformation of political and economic macro-environment led to the decline of liquor industry, facing short-term operating pressure, especially the capital pressure of inventory; Secondly, due to higher prices and consumption of high-end products, the change of medium-term products and profit structure poses great challenges to the traditional organization system and management mode; third, The young consumer gradually becomes the consumer core group to bring the consumer group fault, moreover represents the future trend electronic commerce to exclude the dealer in the value chain.

There are many people who think the problem is less serious, saying two facts:

One is a big electric business platform "PU Five" network price "638 yuan". Recently, the author relatives and friends to marry, hoping to find friends in the wine circle to buy 50 box price concessions point of Wuliangye, many friends gave a lot of concessions, but finally I chose to buy on a large website. Not only the most favorable price, but also exempt from the mail logistics and other trouble. Faced with such a problem, how to deal with traditional dealers?

The second is about Wuliangye stores close rumors. The original liquor market environment changed to make the competition more brutal, coupled with the electricity dealers cut off a part of the market share. In the case of the fixed cost of enterprise operation, the sales performance declines, and the price falls, the profit overall becomes thinner. In this way, liquor dealers will generally face the enormous pressure of return on investment.

The author thinks, faced with such "short, medium and long" systemic problems, the traditional dealers if not their own revolution, will be the Times revolution. E-commerce seems to be a warm current of the industry, Oriental Fairy and the study of Chinese wine e-commerce Market scale this year will break 10 billion yuan, and the next few years will continue to reverse the trend every year to maintain 300%~400% speed growth.

As an intermediary between the dealers, can participate in the share of a piece of soup?

Dealers must see the industry insider

Deep understanding of the relationship between manufacturers

Dealers must recognize that the distributor does not fully represent the interests of manufacturers and manufacturers, dealers to do the electrical business must balance the interests of manufacturers and their own interests. For example, a lot of dealers do electricity, is actually on the network "nationwide fleeing goods", often lead to "fatal". and dealers to do the upstream control capacity is relatively weak, so more to seek a fixed and then move, especially familiar with the network sales of product characteristics to do the corresponding product reserves. The enterprise may display the image product on the network to establish the price benchmarking, develops the innovation product which conforms to the enterprise culture gene and promotes the enterprise brand vigor and so on. and dealers choose products and promotional activities, preferably in the manufacturers do addition.

Understanding the nature of electrical business

Many people's understanding of the electrical business is immature, or the electricity quotient demonized, that the electricity quotient is equal to the price war, or that the electricity business is a great revolution, do the electricity business can have the future.

In fact, we return to the nature of business to look at the electricity business, the essence of electricity is just a tool, so that the distance becomes shorter, and purchase and consumption is done online.

Therefore, the electric dealer has different angle of view, the practice also varies. For example, there are dealers think that the electricity business is only a channel, so more is the existing products to get the line to sell; Dealers believe that the electricity business is a market, it will be based on the characteristics of Internet users to develop and customize the corresponding products to promote; or think that the electric business is a strategic layout Hope that online business can interact to build a more long-term future business model, will choose to do O2O.

Liquor dealers to do electricity, we must strengthen learning to reduce information and other decision-making risks, in the face of such a rapid development of the market, we are confused and efforts to do things, it is likely that someone else through a lot of energy and financial practice verified.

Familiar with the rules of electric business game

If the image to describe, PC electric business platform is a super large Wal-Mart supermarket, with a complete procurement, sales and operation management System. At the same time, also means that excellent display location and other quality resources are limited.

Do electrical business need to be familiar with the electrical business doorway and the corresponding rules of the game, otherwise have the strength also not to make the effort, someone described as the electric dealer is "GE sell cattle." Only after understanding the electrical business Platform pain Point and itch point, and docking will be more smooth and more efficient, input-output maximization.

For example, the flow of a website is not stable, dealers choose to do promotional activities, the choice in the flow peak or in the flow trough effect will be very different. Do not regard the electric business platform as a distributor, because there are too many brands and products on the electric business platform, and need to operate and operate on their own.

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