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How Do Wholesalers March To Supermarkets?

2008/8/23 15:17:00 31

Analysis of the characteristics of traditional channels and supermarkets

Compere: under the voice of terminal and the winning of the terminal, there is always a question mark in the industry: what will the wholesalers do tomorrow?

Some researchers say that wholesalers will still exist in 10 years due to regional market differences and the existence of China's vast rural market.

Some good wholesalers have embarked on the road of pformation. Making supermarkets is a channel project that many wholesalers are preparing to invest.

The purpose of our current "Hua Tang clinic" is to give some relevant knowledge and experience to wholesalers who are starting or preparing to make supermarkets, hoping to be helpful to their actual operation and operation.

It's very troublesome to make a supermarket, and the pressure of funds is great. Making wholesale is simple, but it's very thin. It seems that channels are all a nuisance.

Objectively speaking, what are the pros and cons of traditional channels, namely wholesale and operation supermarkets?

Perhaps understanding this will help our wholesalers to better develop their channel strategy.

Ji Xulong: the operation characteristics of traditional channels:

1, the procedure is relatively simple.

Wholesalers write handwritten articles, even if sales vouchers, if customers can not turn around for a while, write down the amount of arrears and sign them. Some even do not have to pay for IOUs. Wholesalers take notes on their notebooks.

2, the relationship between the two sides is loose, loyalty is poor, and they rely on years of feelings to safeguard their fragile relationship.

Price is the key point of whether the business can be reached. The downstream customers have milk and are the mothers.

3, cash pactions, wholesalers will not have too much financial pressure.

Sometimes the key customers will be allowed to have a certain amount of arrears, but the amount will not be too large and the time will not be too long, usually not more than 20 days.

And when wholesalers need capital turnover, arrears will usually be recovered immediately.

4, the operation method is relatively primitive.

Most wholesalers simply buy and sell at a low price to earn the difference in circulation.

Some promotional activities are mainly supported by factory personnel, and few dealers can organize some promotional and promotional activities independently.

5, manage the original.

Most of them are family management. The husband and wife are the boss and manager. Most of the employees are related to the family and the core posts are close relatives.

At the beginning of the business, it was driven by blood ties, but after a certain scale, it became an obstacle to further development.

Unclear responsibilities, the quality of the business people is not high (many are smart porters), the business process is chaotic, there is no incentive mechanism.

All these questions confuse the enterprising bosses.

Characteristics of supermarket operation:

1. suppliers have accounts and funds are relatively heavy.

2. management is more formal, and business procedures are strict.

3. customers are required to provide regular promotion and advertising support.

4. there are many kinds of operating costs, which are likely to make wholesalers unable to make ends meet or make little profit.

5. supermarket managers are generally of high quality.

New challenges have been posed to wholesalers with low cultural quality.

Jiang Haifeng: the cost of supermarkets is prohibitive. To our distributors who are traditional channels and try supermarket operations, we can afford the supermarket charges. We can not afford to find other ways, such as entering small supermarkets and convenience stores.

The profit space of the supermarket is larger than that of the traditional channel, but it does not always fall into the hands of distributors. It is often eaten by supermarkets.

In addition, the supermarket accounts for a long time, the average supermarket accounts for a month.

But the supermarket is a product with the value of the value of the market, in the city's big supermarket products, in the rural sales will be good.

Wholesalers prepare for supermarkets

Moderator: traditional channel and supermarket operation are not two opposite channel strategies, but there are also great differences.

How can dealers adapt to this difference and rely on their accumulated business experience for years to kill a blood route for running a supermarket?

Jiang Haifeng: experience can be grafted, but it can not be copied. Taking the traditional way to do the supermarket is definitely not feasible. For example, taking the price of the road to make a supermarket, we must lose money.

Host: what preparatory work should wholesalers do before they make a supermarket?

Ji Xulong: preparation includes the improvement of the salesperson's own quality and the adjustment of the work of the enterprise.

There are three ways to improve their quality: (1) self study: find some books about supermarket operation; read some marketing and economic newspapers and magazines, such as "Hua sugar business", "sales and market" and so on; browse some professional websites, such as marketing communication network (www.emkt.com.cn).

(2) to learn from others, the manufacturer's salesmen and other suppliers have some experience in dealing with supermarkets, and can ask them for advice.

(3) short-term training.

Take part in some training courses and seminars, and invite the professional staff of the factory to conduct short time practical counseling.

The adjustment of enterprises should involve the following six points: (1) changing business license.

The supermarket asks for the VAT invoice. The general wholesale department or distribution office does not qualify for taxpayers. If you want to make a supermarket, you will register a company first.

(2) establish a specialized supermarket business department.

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