Lining Electricity Supplier Into Dumping Platform Low Discounts Were Opposed By Dealers

Lining has been a little annoyed lately.

One person

(02331.HK) county-level city distributors said that the low discount of online sales has affected the sale of physical stores, and its stores have left the last 1 from the top 7.

"Our distributors do not have a good impression of online sales."

A person in charge of other brands told reporters that "not only is Lining, but our industry is now faced with the issue of sales coordination between the two major channels, online and offline."

Cheung Ching, a sports consulting company limited, said the problem is universal.

A month ago, the shop's small shopping ticket began to advertise for Lining's official website while the members of the website enjoyed a new discount.

"Spending 980 yuan, shopping again 45% off, including many of the best products in the third quarter of 2012.

45% off, which is consistent with my seasonal discounts, even lower than most of the sales discounts of the distributors. What does this make us distribute? "The dealer said.

This is a surprise to the sale of the entity store, which is a huge impact on the physical shops.

However, Li Ning Co responded to this reporter, "it has been verified on this matter (below the line price). The structure and type of goods sold on line and offline are different. Online sales are mainly based on the sale of non seasonal goods and network exclusive version. If there are new products sold online, they will never be sold at the lower price."

Online dumping platform

In addition to official website e-commerce platform, most of the major brands are also open online shopping centers on platforms such as Taobao.

Online shopping market is a threat to offline dealers, especially some dealers have online sales qualifications, and some dealers do not have online sales qualifications.

These unqualified dealers are uncomfortable. "

The brand people said.

An e-commerce website personage said that although the problem of Lining dealers is a common problem in the whole industry, it is actually caused by uneven distribution of online products and prices.

In fact, online products and discounts are caused by large numbers.

Because of the existence of business, online sales have even become a platform for many dealers to sell inventories.

The above electricity supplier said that the distributor's first class dealer and the two class dealer, the discount of the commodity at the first level must be lower than the two grade, and then the quantity of goods will be larger.

Dealers remove the order of the latest quarterly goods, and other goods should be purchased accordingly, so many online sellers are also distributors.

"When some brands sign contracts with distributors, they sign offline sales, but there is no note in the contract that can not be sold online, and some dealers run the contract on the edge of the ball online."

The above brand personages say that different levels of dealers are different in terms of goods discounts. If online sales, especially inventory goods, their discount is lower than that of other distributors' physical stores.

"There is another possibility, that is, the dealer does not have the qualification to sell online, but the stock is too much, so he dumps the part of the stock to other people at a low price and dumps others online.

In short, for brands, the current network sales are more like dumping stocks. "

The above said.

"Online sales really affect offline performance.

Our distribution company lost about twenty million yuan last year, and this year's sales performance is not good.

It has been shutting down shop before finding a good location to start shop again, but the number of stores should not increase.

A staff member of the Lining distributor who left the company disclosed.

In the eyes of the above departing employees, the online impact of offline performance is indisputable.

"The price is low, online activities even lower than the physical store prices."

Even physical stores have individual employees buying goods online, such as buying 200 yuan, selling 300 in the same store, and earning the difference from them.

Game or love

"Offline and online is the right hand of branding."

The electricity supplier said.

"Dealers will never give up franchisees, so in the face of e-commerce impact is also facing entanglement, love is also a game."

"No matter from the scale of the business or the investment of the company, the importance and core status of the entity store in the Li Ning Co can not be shaken."

Li Ning Co said.

"The relationship between sales and offline sales is being solved.

If we do not solve it, we will surely make the dealer's psychological imbalance. "

Liu Xiang, deputy director of PEAK public relations, said.

"Now that we control the supply of goods, the products sold on the Internet must not be lower than the discount of the physical stores. There will be a limit.

As for some online shopping malls, we can only impose strict restrictions on goods and prices before we have a corresponding policy.

PEAK CEO Xu Zhihua (micro-blog) has said that the future solution tends to "multiple fulcrum on one platform."

"Dealers and physical stores are networked. On a unified platform, customers are placed online, and the nearest salesperson is responsible for delivering goods. This solves the problem of warehousing and goods discounts."

Li Ning Co has authorized several online dealers.

Several issues have been withdrawn.

"Online distributors generally sell their products first, and then settle them monthly, while offline stores are paying the goods before they are sold. Different sales and costs will create such a price difference. It is not surprising that online and offline distributors are controversial."

There are electric business people to explain.

Li Ning Co believes that "in view of the online and offline mode of consumption growth and development, in order to meet the needs of consumers of different shopping habits, establish and develop online sales platform, in the long run, the two sales models are benign coexistence and complementary.

It can communicate directly with the end consumers and collect a lot of detailed and effective data.