Once upon a time, the second batch of quotients was synonymous with the insufficiency and incompatibility of our industry, especially when new products entered the market, township network coverage, etc., and it was even more difficult to move without the second batch of merchants. Now it is good, the e-commerce with the banner of the subversive is clamoring to eliminate the second batch, that is, the traditional manufacturers are also bypassing the two batches of direct control terminals with the fineness of the enterprise, and the second batch has become synonymous with dispensable, even Many companies also regard the second batch of businesses as the main culprit in hindering market development.
Then, what is the second batch of merchants? The popular point is that the wholesalers who can give the first-tier merchants the functions of distribution, shopping and capital storage are called the second batch. In the past years, what was the reason why the second batch of merchants could exist and show strong vitality?
1. Distribution ability
The second batch of merchants have their own small areas, and they have developed a small area of ​​hard-core outlets through their own diligent and diligent distribution. Especially in the era of extensive operation, the first-tier merchants always want to make big money, earning for this small distribution. The small money can't be seen, and I am willing to let the second batch of merchants carry out the second distribution of the outlets. Over time, a tacit understanding is formed.
The other one, the second batch of merchants is not a franchise for a certain brand. If this is the case, the competitiveness of the second batch will not be strong, and the small regional outlets will not recognize it. This is related to the first-level business focusing on one or two brands. There is a big difference in operations. Because of this, the second batch of merchants does not pursue the maximization of the profit of a single brand. The most important consideration is the overall profit of a single distribution business. It is a network that asks me how much money the whole goods can earn. Instead of a single product distribution. How much can you earn? This will reduce the cost of distribution, which is something that the previous batch of businesses could not do.
Of course, there are also two brands of two brands. If the amount of such a brand is large and profitable, it can satisfy the pursuit of profit by the second batch of merchants. It is not so impossible to constitute the attraction of specificity.
2. The ability to withdraw funds
The first-level business cooperates with the manufacturer. Sometimes, in order to complete the task or realize the staged pressure, the gap of funds will be very large. The ability of the first-level merchant alone cannot meet the requirements of the capital requirement of the manufacturer. The payment will alleviate the financial pressure of the first-tier merchants. Because the first-level merchants can often collect the goods from the second batch of merchants through the promotion, and the second batch of merchants are forced to use the warehousing pressure to pay the sales policy first. The goods are actually stored in the first-level warehouse, with the help of this time difference. The first-class merchants will take the second batch of prepaid goods to the manufacturer's account, greatly alleviating their own financial pressure. If it is a best-selling product, it will work properly. The first-tier business will not only have to raise funds to do business, but also It is possible to receive the payment of the second batch of merchants to temporarily subsidize the funding gap of the less popular brand, and to obtain the interest of the funds when the business is bigger.
One of our customers made our products and also made a best-selling brand such as Red Bull. His Red Bull money is based on the second batch of merchants to realize the turnover in advance, and the use of their own funds is basically zero. In the past few years, the author has traded a certain health wine. Due to the implementation of monthly limited supply, the plan is promoted. The purchase price of the first-tier merchants is also the result of the first-stage payment by the second batch of merchants, and the self-owned funds are rarely used. These are the functions of the capital pool for the second batch of merchants.
There is also a fund advancement function, that is, the second batch of merchants sell off to downstream customers, especially the credit sales of hotels. This capital risk is also borne by the second batch of merchants. If the first-tier merchants bypass the second batch of merchants, they will undoubtedly put risks on themselves. Pull.
3. The control ability of the hotel terminal
The second batch of merchants have certain control over the hotel terminals in their own area. As a distributor of this small area, many of the goods of the hotel are directly supplied by the second batch of merchants, which also establishes a good customer situation. Feelings are very useful in the second batch of shops, which is much better than the salesman directly on the hotel terminal.
The most important thing is that the second batch of merchants are in control of a few hotels in the area, so they can form a deep customer experience, and the development of these hotels is more in place than the salesman.
4, the delivery speed is faster, more convenient
The delivery of the second batch of merchants is a small area centered on their own stores. The outlets can be reached within half an hour. This kind of convenience is the hard demand and pain point of those small outlets. It is difficult for the first-tier merchants to do this. Unless the vehicles and personnel of the first-class merchants can keep up with it, it is possible to lose a lot of profits when they are accounted for, and they will not be able to.
This function of the second batch of townships and towns is even more prominent. Under the premise that the roads are not particularly smooth, the first-tier merchants want to complete the full coverage of township outlets. It is unthinkable that there is no cooperation between the two batches of merchants.
5, the new product shop faster
In the past, new manufacturers were not allowed to move 80% of the network coverage in one week and half a month. What should I do? Usually, the second batch of dealers in their own area will be summoned to distribute outlets and set up outlets for market outlets. The enthusiasm of the second batch of merchants was mobilized. The manufacturers then arranged a salesman to assist and supervise one or two of the two batches of merchants.
Some people may say that the speed of opening an order will be very fast! The question is who will help you to inform these outlets? Can you rely on the salesman? Why do you want to trust a salesman who is hard to see for a month? Therefore, if the new product shop wants to achieve fast and effective coverage, it is really impossible to leave the second batch of merchants!
6, the main push effect of the market is also very obvious
The previous points mentioned are the passive cooperation of the second batch of merchants, which is based on the passive response of the requirements of the first-tier merchants and manufacturers. The second batch of merchants sometimes have their own main pushes, such as the relationship with a certain manufacturer's salesman or first-class merchants. The products of this manufacturer or the first-tier merchants will get the main push in the second batch of merchants, and the performance will be shown. Will be better than similar competing products. Therefore, manufacturers or first-tier merchants will also compete for the second batch of merchants. Sometimes, for the needs of the market, they will also replace the second batch of dealers in the region to cooperate with themselves. This is a game process, and will not be described.
However, the main push of the second batch of merchants is limited to their own small areas. The lack of linkage between other regions has a limited overall impact on the market, and it is also the fundamental reason why the second batch of merchants cannot fundamentally shake the foundation of a manufacturer's brand.
We often see such a very common phenomenon. In this place, Wang Laoji’s second batch of merchants is strong. Then the sales of Wang Laoji in this place are definitely better than Jiaduobao, and vice versa. If it is not good, if this place is Dongpengte The second batch of beverages is strong, and the sales of Red Bull in this place do not have an advantage. This is the endorsement effect of the second batch of strong brands on the brand, and it is also a clear manifestation of the main push effect of the second batch of commercial markets.
The above are some of the responsibilities that the second batch of quotients have undertaken. In today's context, some are outdated or not as important as before. The existence of one thing cannot reflect value or meaning, and disappearing is sooner or later. At present, the channel reforms carried out by enterprises such as Niulanshan and Luzhou Laojiao are going to the second batch, weakening the functions and functions of the second batch; and the platform makers and e-commerce representatives such as Yijiu Batch are also proposed to eliminate In the second batch, what is the reason for the second batch of the day to go to the present situation?
1. The function of the reservoir of funds is weakened
After years of accumulation, the first-tier merchants are all rich and financial, and the funding aspect is not a problem at all. Moreover, the credit aspect is becoming more and more accommodative. Many first-tier merchants now have no place to get money. In this case, the first-level merchant The hunger for the second batch of merchants is getting weaker than before.
The other one is the weakening of the goods pressing function of the outlets. After the information is transparent, the willingness to control the goods at the outlets is very low, and the number of sales is much, and they do not want to use the funds. The second batch of merchants always receive no money, and the profits are affected. Naturally, they will not take the initiative to make a reserve fund to the next level. Some also require the first-level business to give their own account period, and they lose the value of the function of returning funds.
2, information transparency, forcing the chain to shorten
The previous two batches of merchants ate the price difference between upstream and downstream. With the popularity of mobile internet, the price difference between manufacturers and consumers was repeatedly compressed, and the second batch of merchants could not find their own profitable position in the middle. The interests of the first-tier merchants can be reduced by the subsidies of manufacturers and the small profits of many outlets. What is the support of the second batch of merchants? The interest rate is too small, the interest of the capital turnover is too small, and the terminal is sold off. It can be imagined; without doing it, the outlets will shrink and eventually will be abandoned by manufacturers and terminals;
The price given to the outlets by the second batch of merchants may not be as high as the opaque period of information, and the price difference that the first-tier merchants can give is fixed. It is also impossible for him to sacrifice his own price system for the second batch of merchants and influence the market. The overall situation, in this dilemma, the first-tier merchants either reluctantly cut off the two batches of their own direct supply, or squeezed the profits of the second batch, so that the second batch of earning points and horses to maintain the fragile cooperation relationship between the two sides.
3, the duel between manufacturers is getting more and more fierce, but also squeezed the living space of the second batch of businesses
There are many aspects of the showdown between the manufacturers. The price/performance ratio of the products is on the one hand, and more from the confrontation between the first-line teams in the market. The fight is still based on people. The weapons are advanced. No one controls or develops a pile of scrap iron or Scrap steel.
The ultimate goal of the manufacturer's showdown is to control the outlets and terminals, and even directly control the consumers. It is of course the best to directly control consumers and get consumers. For example, Xiaomi, such as Jingdong and Jiuxian.com are doing this work; but wanting to directly control outlets and terminals is the job of most wine companies in the industry. Especially in the past two years, the consumption of the government has shrunk, and when the consumption of the people has risen, it is the key action of the wine companies. In the industry, even Maotai and Jinjiu can't stand the wave of flattening channels, and they have to go to the big business cooperation mode, let alone the average small and medium-sized wine enterprises?
Therefore, under the wave of refinement, the second batch of merchants was once again hanged on the beach and was not fresh.
What is refinement? Refining is to emphasize the direct control of manufacturers, including small and medium-sized outlets. From the factory to the outlets, the first-tier merchants also want to earn a little logistics and distribution costs for the distributors; the previous direct distribution, depth Distribution also considers the use of the joint efforts of the first-tier and second-tier merchants to carry out the market. Now, the manufacturers are directly facing the battlefield.
For example, the United States is engaged in rebalancing in the Asia-Pacific region. In the past, Japan, the Philippines, and Vietnam were always at the forefront of confronting China. In the South China Sea, there was no war in the South China Sea, and other countries did not dare to force the South China Sea to confront China. Face, had to open two aircraft carriers to come in and directly confront China. The second batch of business is like the United States and the United States, the United States, the Philippines, can not win, the manufacturers had to bypass the second batch directly into the market to engage in a decisive battle, it is such a meaning.
4. The competition of the second batch of merchants has intensified, and it has weakened the control of small areas.
The second batch of merchants is also developing. Some of them have developed a first-class business. Those who have given the first-class business can not satisfy their own appetite. The interests of the people must be the trend of people! Your second batch of businessmen live so well in this small area, this area is bound to rise to new challengers, and this is exactly what those first-tier businesses and manufacturers urgently need, especially It is those new brands, but also want to support some of the second batch of businessmen who are sincerely opposed to the original second batch.
In this way, the appetite of the small outlets in the area has also been hoisted. It used to be a distribution, there is no condition to talk. Now that so many people come to me, I will also be picky and will also raise conditions. The ability to control the outlets was significantly weakened, and some of the discourse powers disappeared. Do you say that the second batch is still useful? Is it worthwhile for the manufacturer to reserve some profits for him?
5, learning ability can not keep up, disappeared in the torrent of the times
The second batch of quotients in the industry that are said to have been eliminated are basically non-learning, and the second batch of quotients that are not responsive, always lie in the glory of the past to recall life and beg for life. The times have changed, you have not changed, your past advantages will become your own disadvantages, and you will be trapped in the same place. The two batches of businessmen who have strong learning ability and courage to adapt are actually living very well now, but the identity of the two batches of merchants has changed, and they have become such as first-class merchants, franchisees, liquor specialty stores, and e-commerce. Partners, custom product underwriters, two groups of alliance shareholders or partners, etc.
One thing must be confirmed, the big change must lead to great development! The elimination of the second batch of quotients means more new models appear to be replaced. For example, the micro-reflex of mobile information makes WeChat the same. According to the law of conservation of energy, the disappearance of an energy does not mean that this energy is dead, but only another transformation of energy.
Therefore, your ability to learn determines the height of your conversion, as does the second batch.
The discussion of the second batch of enterprises should be viewed objectively. There is a stage focus in one stage. The so-called situation creates heroes. The second batch of merchants has both past glory and its own predicament at this stage, but it must be said that the current two batches are I don't think it's necessary to exist at all.
How to crack the current bottleneck of the second batch of merchants, and make the development of the second batch of merchants smoother? This is not the scope of this article, and a separate chapter is needed.
The words of the subversive are sometimes a little alarmist, the purpose is to establish the image of the subversive, as a bystander we can listen, do not have to take it seriously. But the reason why he can subvert you always has to have two brushes. As a party, there is no leisure time for the onlookers. You have to seriously think about the countermeasures, how to enlarge your advantage? Even jump out of the original competition deadlock?
There is a kind of kung fu in martial arts. It is called the way of self and the other is to use it. I use your effort to defeat you. Personally, I feel very good. Is your kung fu not very powerful? I will use your hard work to defeat you! This time the competition is the internal force and the foundation. Therefore, the two batches of internal strength and foundation are not worried about the threat from manufacturers and e-commerce. Because the space you can convert is too big!
Editor in charge: Cao
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