In 2015, Seven Wolves And Other Traditional Brands Will Be Closed Shop In The Future Where He Cong?

Since the beginning of this year, China's fast moving consumer goods enterprises are facing a "undercurrent" attack. What is the undercurrent?

How long can it last?

How to pform China's fast moving consumer goods industry? After reading this article, you have the answer!

First, let's look at a set of up-to-date data.

2014, China

There has been a sharp decline in performance and even huge losses.

Following the sports brand, the men's clothing industry has also entered the cold winter and began to fall into collectively.

Busen shares issued a notice to terminate the restructuring, and the cumulative decline over three days after the resumption was over 20%.

Busen's third quarter profit fell 554.74% this year.

The seven wolves announced a 25.06% decline in the first three quarters compared to the same period last year, and the attribution of the parent company decreased by 38.74% compared with the same period last year. The income of the former three quarter of the year was 15.07% lower than the previous quarter, and the net profit attributable to the shareholders of the listed company decreased by 27.99% compared to the same period last year.

In the first three quarters of the year, he sold 18.76%, and net profit attributable to shareholders of listed companies fell 166.67% compared with the same period last year.

The first three quarterly reports of the news birds belong to the listed companies, whose income decreased by 18.89% compared with the same period last year. The operating income of Kaiser shares in the first three quarters decreased by 1.93% compared with the same period last year.

At the same time, these brands are starting to speed up closing stores.

Seven wolves in the first half of 2014, the total number of stores closed 347, it is expected that the total number of stores closed 500~600 stores throughout the year.

As of June 30, 2014, there were 53 facade shops closed, 73 were closed, 53 were closed, and 46 were closed by Hinur.

For the shop, Wang Liangxing, chairman of the man's clothing, also denied that his brand had such a status quo: "Li Lang has also closed many stores, and now it is the retail era. More professional retail managers are needed. Dealers are not professional enough, but they can open a shop with money, but now they must be pformed or eliminated."

Seven wolves believe that the main reason is due to the decline in customer orders in 2014 orders, he said the sales of franchised stores are less than expected.

What problems did the dealer encounter?

1. homogeneity management mode, poor innovation ability.

Dealer profit model is actually repeated, that is to say, what we all do is over 80%.

2. rely on single point products, once the market is blocked, they will be in a loss.

With the gradual growth of distributors and the flat access of manufacturers, it becomes more and more difficult and traps are stacked. The single point single product business is becoming more and more difficult to make money, and the profit structure has changed, and the profit law has also changed.

3. flat channels

In the future, with the further development of the flat channel, the situation of money making is no longer available, but everyone has their own channels, so people who can earn money will have more and more opportunities to make money, and those who can not make money will feel more and more difficult to do.

4., the cost of store is getting higher and higher.

All shops are rented by shopping malls. With the increase of the rent of the shops, the cost of the storefront is also getting bigger and bigger. In addition, personnel salaries, advertising fees, delivery fees, promotion fees, and personal costs will be added.

5., the profit margin is getting smaller and smaller.

Now it has come to the situation that "no promotion can not be sold", and the profit margins of distributors are virtually diluted.

Every day a special offer is sold, and the profit is not sold. The lower the price is, the lower the volume is, and the amount of money is up.

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Comments:

The traditional commercial layout has no longer adapted to this era! Especially the era of "channel change" has arrived. The traditional channel layout is to invite celebrities to endorse, spend money on advertising, and then invest widely.

But now people believe in sharing in their friends' circle. They prefer to give an evaluation after consumption, and they are willing to share the experience of the product.

In the mobile Internet era, we must communicate sincerely with consumers. The traditional way of brand communication is either false or tall advertising, or false public relations. Now people do not buy this set.

Mobile Internet is the most innovative force at present. The most important thing to look forward to is to break the original business structure and start restructuring.

It is making the whole society more and more individualized, and more and more people will shape their distinctive personality and form a charisma to achieve personal value and become a freelancer.

And businesses can use these scattered individuals to build their own distribution system.

That is to say, in the era of mobile e-commerce, we no longer need to go to many facade shops, nor do we need to go to the unified platform of Taobao and Jingdong to shop.

We only need to distribute products to many "terminal agents" so that they can attract more consumers through their channels. These "terminal agents" can be individuals or teams, which is a kind of "distribution thinking".

The "distribution mode" is like this:

"Terminal agents" share products with friends, and friends need to buy them from businesses. After that, businesses return profits to "terminal agents", which is equivalent to turning C2C into B2C, one end is merchants, and the other end is consumers.

The following picture:

Because there are businesses involved in pricing, customer service and after-sale links, the whole process is standardized, only in this way can the mobile electricity supplier be constantly promoted and improved.

The most important thing is: this also puts forward higher requirements for products. Word of mouth determines the market. Good products can not only speak, but also run! In the era of mobile e-commerce, they can be more popular. This also forces businesses to abandon the "marketing" periphery and begin to work hard on products.

If

The most important thing is "competition", so the most important thing for mobile providers is to cooperate. "Distribution thinking" will be one of the most important "methodology" for mobile providers.

Each person distributes different products and different customer groups, but it can share resources and cooperate with each other, that is, 1+1>2, and commercial channels have evolved into a social chain. The most important thing is that everyone's personality charm will be strengthened and embodied in this process.

Therefore, the future business is no longer a crowd gathering, but a gathering of information and a focus of attention.