Traditional enterprises do not need distributors in the future

Summary: There are two recent data is shocking: The first data is, 2014 years ago six months national key large retail sales companies fell 0.2% Year-on-year. And Ali, Beijing-east and other electric dealers trading amount of more than 50% of the speed of growth. The second is the late August, Beijing east,

Recently, there are two data is shocking: The first data is, 2014 years ago six months the national key large retail sales companies fell 0.2% Year-on-year. And Ali, Beijing-east and other electric dealers trading amount of more than 50% of the speed of growth. Second, in late August, Beijing East, Gome, Suning successively announced the first half of the earnings. Jing Dong to 51.27 billion to win the first place, Suning to 51.15 billion second runner-up.

Beijing East beyond Suning, Gome behind, on a key word: retail.

And this data corresponds to, recently in Jinjiang do research, also found that Jinjiang this channel mode to become shoes are the place, is a collective transformation, the direction of transformation is: from large to large retail.

It is said that Liu has set a goal internally, is to do online Wal-Mart, the next challenge Wal-Mart.

A few years ago, Liu a warning: the essence of the electricity business is retailing. For many brand enterprises, the essence of the brand is retail.

This is also the Liu to the traditional enterprise of a few warning:

1, the future does not need distributors. Distributor mode, join mode will be killed

Many brands in China take the wholesale model, the key part of the year is the order, but bring a huge problem: do not know who the user is, do not know what users like, do not know how to adapt to the user's preferences to make rapid adjustments. In other words, in this era of excess, there is no sense of temperature to the user will die.

Liu: "Big supermarkets, and distributors." 3C distributors have basically collapsed in America. Why does China need distributors now? China's retailers are too fragmented, with millions of of them in small town towns. The United States "Taobao" accounted for 40% of the retail share, China's Taobao not even 12%. As China's retail market moves forward to 20 retailers, which account for 40% of the market, the top three retailers share 80% and 90%, what does that mean? Future brands do not need distributors, as long as they manage dozens of retailers. I am not optimistic about all the modes of joining the customer service. 20 years ago, the island of coffee to take the franchise model, each city to find a, overnight is everywhere, a few billion a year to earn. The franchise model is the best way from a purely business perspective, but in the long run it is of little value. Not only do investors, including many entrepreneurs and entrepreneurs, pursue jobs that are especially small, but you don't want to think about the value you offer. I think that the more work you do, the more you earn, the less money you do, the fairer the world is. Of course, I just said that the whole consumer industry, out of the industry, the law may not adapt. ”

2, the advanced supply chain will defeat the backward supply chain, such as millet

Whether it is a mobile phone or a brand company, the biggest enemy is inventory. Millet subversion behind the traditional mobile phone, is to cut off all intermediate links, cut off the traditional mobile phone three-level agency, this one link can be cut off about 30% of the cost, the most important thing is that the chain between the company and users is very direct, this direct relationship, the biggest advantage is to reduce inventory pressure, For example, according to the user's reservation number to determine the output.

Liu: "I said that in the early meeting, we must not say how to call the Internet thinking, because it may go wrong, the success of Millet is the core of the efficiency of the supply chain to reduce the cost, because the traditional sales of mobile phones are through channels, because the brand is not directly contact users, and the use of layers of wholesale way. Second, the past to do mobile phone benefits are very low, from the mobile phone, to pave the channel to 15 days, now can be, for example, logistics, we hope that 5-7 years later, Jingdong Mall 60% of the goods from the factory door directly to the home, we have now with the mobile phone brand business cooperation, For example, a mobile phone brand has not been produced, we pre-sale 2 minutes booking 300,000 units, previously to be sent to Jingdong Warehouse, and then sent to the distribution station, the distribution staff to the customer's home. ”

"Here our machine is sent directly to the distribution station, even the warehouse has jumped over, the distribution staff to go directly to the customer's home, we made hundreds of cities, even the rural users in 24 hours received the goods." This is the traditional retail industry is not to do, millet or cost reduction, efficiency improved. Behind the laws of the economy, the world can find the law of few people, Newton's law in more than 20 years also called Newton's Law, all the logistics did not skip those several laws, this is my point of view. ”

3, O2O and big data are the next battleground in the retail war.

To find the user pain point, the real nuclear weapon is large data, only strong user data, can make real excavation of user behavior. And O2O is a solution, online plus offline mode behind the biggest challenge is the refinement of operations.

Liu: "Our O2O project, are all around our logistics, just to refine it, we have in the past ten years in category expansion, category Management to do more loose, but in the future each will be refined management." We found that the electric dealer has been doing this for so many years, whether it's Beijing east or Ali, there is a category of people do not do, that is YOUYANJIANGCU, is ultra, convenience stores, 3,000 SKUs, Jingdong model does not do well, because it is too cheap, a bottle of water a few dollars, but also buy the most problems, shipping plus logistics costs, There is not much money in profits. ”

"We use the logistics of Jingdong, do a project, the Beijing into a grid-like, we have a kilometer in diameter of 2.7 East Beijing distribution staff, at least 1 convenience stores, are consumers." So after the grid, when consumers buy vinegar and oil, or when they buy a bottle of water, we're just looking for your home. Where is the nearest water, it is possible at Wal-Mart, there is probably at 7-11, the nearest to your water, we immediately issued instructions to our distribution, let our distribution staff go there to take a bottle of water where to go, This is the O2O project. This solved the Jingdong and Ali did not do well, but also to meet the consumer demand for high-frequency shopping, this is just for you to give an example. ”

Which of the three warnings is most urgent to you?