A practitioner tells: Fast consumer products suppliers do O2O pain and joy

A practitioner talking about traditional offline FMCG suppliers and the game between supermarkets and online sales, the continued growth of online sales has led to fewer and less passenger flow under the line. Agents do O2O must be connected to supermarkets, supermarkets need agents to solve the problem of the last kilometer "and other issues, focus on the service surrounding the crowd, do a good job of localization." In the traditional industry for many years, whether from the traditional mode or from the traditional management, there are a lot of problems exist, but also really see the decline, and can always maintain high-speed growth, the basic is the use of the line. First of all, to talk about the line of fast consumer products supplier Model: Here is a regional agent for example (regional agents for a region's general agent, all goods in this area are supplied by the agent, and of course there is a string of goods, it looks very bull X, it seems to be the meaning of monopoly, because all the goods in this area can only be taken from this agent , though it is true. Agents of the main sales channels are supermarkets, small supermarkets such as roadside small convenience stores, supermarket like Wal-Mart, Lotte Matt and so on, see here, or feel that the agent is very cow x, although this is still true. Okay, here's the bottom of the list. Agent nightmare due to the impact of the electricity business, offline supermarket sales capacity is weakening, Day Cat Supermarket, No. 1th store, Shun Fung priority and Tuo Tuo workers and so on the fast consumer products do is brilliant, supermarket turnover is not a year, see the small supermarket closed more to go, and some big supermarket is struggling to support, the supermarket returns are more and more , are not sold out fast expired or expired food. Some would say, why Yahuo? Because there are more goods in the warehouse, why is there more goods? Because this is the manufacturer to the task index Ah, now the brand manufacturers are required to complete indicators to return to the point ah or what concessions, so the pressure of the agents are huge. Some people will say, why not move the goods online to sell it? All right, open the Taobao store? Red Sea Ah, for a business agent without experience, it is really difficult, and you will find Taobao sold on the price is even cheaper than yours. God Cat? You will find that the brand is already in their own, everywhere are brand flagship stores, prices have advantages. In Jingdong or no. 1th store? 100,000 margin and thousands of service charge, although not much, but for a task to complete the pressure of N-goods agents, liquidity is how important, here to explain a little bit, from brand manufacturers are cash, and small supermarkets are basically waiting for the goods sold out and then drag a drag to give you the money, Supermarket is the account period. Moreover, the company such as Jingdong or No. 1th is a brand that can only have one supplier. Settled in Suning, Amazon or when? Forget it, go up and see how sales are really bad. So the impact of the electrical business for many traditional FMCG agents, it is really painful to the depths, at any time may be fatal. Of course, the nightmare here is not all agents, because there are many already online on the day, but the basic on the online are young people, such as in last year's Jiangsu Taobao annual meeting, a few years of salesOver billion are the young boys, they are still very strong, and older traditional thinking deep-rooted, they have to stick to the line of the position, lack of innovation ability, operation and management also some can't keep up. O2O Road agent is not direct marketing, so O2O more to rely on supermarkets, solve the last kilometer of the electric dealer, this is not only the traditional agents of the way out, but also the outlet of the supermarket. Jing Dong's O2O strategy is not to conform to current affairs, just right, although many problems, but at least in the effort, in the attempt, in the change, this will be a trend, but also the final result, but this result may not necessarily be attached to Beijing east. The ideal is very plump, the reality is very bone feeling. Agents do O2O, must connect the supermarket, and agents generally only one or several brands, and supermarkets in the hundreds of thousands of brands, how to connect this piece? How does the supermarket solve the last kilometer of the electric dealer? In short, there are difficulties. Personal idea is if you can connect the agents, so that the supermarket do not care about the things behind, focus on the surrounding areas of the crowd service good, to form a good ecology, this is the most important. The original Ali people come out to do 500mi like this platform, supermarkets and suppliers can be settled in, when the supplier reached a certain number, the opening of a supermarket need for the basic products on this platform can be done, the integration of suppliers and supermarkets, marketing and O2O is much more fun, but there are still many problems, First of all, suppliers use this system must be with their own ERP docking, otherwise inventory management, supermarkets use this system also need to and their own cash register system docking, and some goods in the platform is not the case may also want to add their own, cost and maintenance are problems, and in order to solve the last mile of the electric dealer, Maybe every supermarket needs its own marketing plan, for different communities, different people may not be the same, so there is a long way to go, but this is at least a good road, a promising way. Line has been the flow under the devouring line, this does not mean that there is no opportunity under the line, in the increasingly pursuit of quality of service era, the most understand the user or localization, the opening of micro-letter payments to make localization more grounded gas, I believe that online and offline will achieve a balance, and ultimately form a complementary. Author: Yugarin