Who Shook The Foundation Of Marketing Mansion?

The modern retail industry will occupy a larger market share, while the traditional retail industry is shrinking rapidly, which is the law of the development of the retail industry.

Then, what changes will the whole market bring when the modern retail industry has a larger market share?

For the supply chain and consumer company, what are the painful or exciting changes brought by the growth of modern retailing?

A retailer = a market

With the centralization of the retail industry, the number of retailers left behind in the market is less and less, but the market share of each remaining retailer is bigger and bigger, even to the astonishing extent.

According to the annual report on China's retail industry in 2007, the sales volume of Gome, Bailian and Suning each household exceeds the total retail sales of social consumer goods in Xinjiang, Gansu, Guizhou, Hainan and Ningxia provinces.

From the traditional marketing point of view, only the region can be divided into an independent market.

Later, with the development of marketing, consumer company can manage its own brand and its own classification as an independent market.

But now the sales volume of independent retailers is expanding, and the sales they can achieve are no different from the total sales of consumer company in a provincial market or a brand in all regional markets.

A large retailer must also be regarded as an independent market. This is the first great change brought by the development of modern retailing to the market.

The collapse of "controlling the terminal"

    傳統的零售店往往沒有任何管理和營銷水平可言，但是現代零售商有了更高的經營管理能力和營銷水平，他們對商品組合和優化、定價、陳列、促銷、庫存和訂貨等，有著自己的理解和管理方式。而且，他們想法往往與供應商并不一致，供應商的建議也未必能得到他們的贊同。可以說，家樂福的大多數課長都是營銷專家，他們了解哪些商品為什么賣得好，哪些為什么賣得不好；哪些商品和品牌將會有很好的未來市場；哪個品牌降價多少才能打動顧客；在什么時間促銷哪些商品效果更好。現代零售商的管理水平已經超越了供應商，乃至后者也不得不接受他們的指導。