Small businesses overwhelmed by the heavy cost of escaping from the supermarket and forced to export the seven

The hot weather, Mr. Xu home at the door of an international brand supermarket, ready to buy a box of jujube juice summer. All over the drinks counter did not find, "so famous beverages, supermarkets do not purchase it?" Wild JuJube, twirled round; Yun Spring, pure natural. "Yun Spring company chairman Shaofo already Shing, he can make this paragraph of advertisement minor sing a household name, but did not think of the good things produced by their own supermarket" unequal treaties.　　Pretexts of the various costs, up to six months and more than half of the account period, compulsory participation in various promotional activities, all make this small private enterprises to end a large supermarket "direct supply" attempt, and large-scale wholesale enterprises to cooperate, let the commodity "go long, detour" to achieve on the shelves. "Wild JuJube" helpless leave supermarket for their company produced JuJube juice exactly into Beijing which supermarket sales, Shaofo I also do not remember clearly. Like many manufacturers, he chose to send the product to a few large wholesale companies in Beijing, and then to the retailer by wholesalers.　　This looks like a lot of links, but the actual cost is far lower than the product "direct" into the shop. "The year before last, I also tried to go to the supermarket direct supply, the test of one-Year-old decided to quit." Shaofo refused to tell the reporter that the name of the supermarket, only said "scale is not small, charging very high": "Admission will be paid ' account opening fee ', ranging from tens of thousands of to a hundred thousand of." Also from the water directly deducted 10%, no discussion. "For the small production enterprises such as Yun Springs, the most fatal is the long account, supermarket drag is more than half a year, so that the capital turnover of enterprises into a dilemma, and its own weak also make Yun Spring in 0 for the relationship between the difficult to master the right to speak:" The next frame on the shelf, the supermarket even notice is not; You must have sent it at that time. "Shaofo soon saw that it was a very difficult to break the cycle of death, and he decided to give the product to the wholesaler:" Wholesalers in supermarkets bought out certain categories of distribution rights, from the production enterprises to take the goods wholesale to retail channels. They walk a large amount of goods, a lot of merchandise, earning the logistics and distribution and intermediate spreads. "Do not promote all the" side "in a big supermarket near the song, the reporter in the beverage area shelf top found Yun Spring jujube juice: classic" treasure gourd "appearance, taste is divided into light juice type, add sugar type, each type in the shelf only four or five bottles. "It's never a sale, and nobody buys it," he said.　　"The clerk next to glanced at it and stopped ignoring it. Careful observation of the supermarket shelves can be found that the brand concentration of goods is very high. In the biscuit area of a store in Lotte Mart, a total of more than 20 kinds of brands were counted, but nearly half of the shelves were occupied by Kraft, Master Kang, Nestle, good friends and Kang Yuan and other famous brands with many kinds of goods. There are some brands such as Fuwa, Bo Tong and Millo, but the goods are very limited, and most of them are placed at the top of the shelves, the bottom is inconspicuous, difficult to take position. Whenever a customer walks by, the promotional staff will enthusiastically recommend theBenefits of the activities of the brand, and the consumer's line of sight will only stay in the shelves of the "golden Middle". "I believe in goods that are ' really priceless ' and ' Yangu '. Into the shop do not do pile head, do not engage in promotional, and not to participate in publicity.　　Shaofo told reporters that these promotional means to the supermarket to pay a certain amount of fees, less than hundreds of yuan, many tens of thousands of dollars, and this fee must be passed on to the consumer head.　　Seven into the "Wangzhihe and" forced to sell in the field even if it is quite well-known big brand, in the relationship with the Ultra 0, also often in the "have to pay" the disadvantaged situation. Earlier this year, the Beijing two business Group chairman Jie as the Municipal People's Congress, in the "NPC and CPPCC" on behalf of the old established, hope to completely eliminate the charges against the supplier.　　According to her figures, Beijing's old brand "Wangzhihe and" 70% of the products are sold to the field, the type of supermarkets in Beijing is decreasing year by moment, because they can not afford to pay the entrance fee. In the interview, a large dairy sales staff Zhou (a pseudonym) told reporters: the brand of milk to enter the supermarket, the annual cost of up to more than 10, and the charge is not fixed standards and calculation methods, supermarkets do not even provide invoices. "You don't understand the cost." "Zhou said," a drag for six months not to pay the bill, and get the money, incredibly still want us to pay a sum of thousands of yuan ' remittance fee '. "In fact, Zhou companies because of the strong brand, but also how much to enjoy the retail channels in the cost of" preferential treatment ": supermarkets" only "from the daily sales of water in the 7% to 10%, as a" service charge. For the brand with low popularity and weak voice, the proportion of "pumping water" may be as high as 40%. (Reporter Shangyuan)