The sales volume in the peak season has not yet gone up, and the goods have come up first!
To meet the upcoming peak season, every dealer has started to take their own action. Or take the new product, spare no effort to start the distribution of goods, the big market, or continue to bet on the market, start a new round of marketing, hoping to reverse the market pattern. However, when dealers were ready to do a big job, an undercurrent quietly swept the market, catching many dealers off guard.
Many dealers found that the peak season has not yet come, and the goods are coming first, making their layout restless. Why is this happening?
The rampant goods channeling comes from pressing the goods!
Why is there a phenomenon of goods fleeing?
The reason is very simple, the dealer's products are not sold out, and the manufacturer does not deal with it, so the dealer can only solve his inventory and reduce his losses by channeling the goods.
The root cause of all goods fleeing comes from the pressure of goods, especially in recent years, which has been almost pathological. Before 2020, the pressure was already very serious, and although the dealers still had a chance to breathe, they could only ensure their survival. But after 2020, the market is falling, but the manufacturer's pressure has not decreased in the slightest.
The annual growth target still exists, in the past few years since 2020, under the condition of blocked channels and unstable markets, many manufacturers still maintain rapid growth.
When the task comes down every year, the dealer also knows that even if he tries hard, he can't complete it, but the dealer has no choice but to accept it. As a result, the warehouse is constantly filled with all kinds of goods. If you want to reduce losses, you can only flee the goods, and you can only solve it in various ways.
The emergence of expiring stores and discount stores in recent years is a by-product of the increased inventory pressure of dealers. Normal channels cannot be sold, and can only be processed at low prices, so the existence of various low-cost products and models in the market has been achieved. Among the many products that flee goods, we can find that big brands are the main force in the goods fleeing market, why is this situation happening?
Big brands have become the "main force" of goods channeling!
The reason for this is very simple.
First of all, big brands are the main force of pressing goods. In the face of small and medium-sized brands, dealers can still have some say and can control a certain number of purchases. However, in the face of big brands, dealers have almost no ability to resist. A big brand accounts for more than half of the dealer's sales, once there is a disobedience, then the result is that the manufacturer sacrifices the killer weapon of changing dealers.
Faced with such a situation, dealers can only obediently. Big brands have become the main force in pressing goods, and they have also become the products that occupy the most dealers' warehouses in the market, and they have become the main products of goods channeling.
Secondly, the strong liquidity of big brands. Even in the channeling market, it has its own chain of contempt. Then, as a big brand with high recognition and high consumer recognition, its circulation in the market is naturally stronger, and it has become the first choice of many traders when it comes to fleeing goods.
Whether it is a temporary store, a discount store, or a mass-selling snack store, it is the products of big brands that attract traffic. The products of big brands are the support of these stores and the main source of traffic.
The strength of big brands and their own traffic make big brands more popular even in the goods channeling market, and they have naturally become the "main force" of the goods channeling market. In the past few years, the frequency of major brand products in the goods channeling market has also increased.
If you don't run, you are waiting for death, and if you don't run, you are looking for death!
For dealers, it is very difficult to choose between the two roads of fleeing goods or not fleeing goods. The goods are found by the manufacturer, then the next result is very serious, some big brands directly end the cooperation, and even face the problem of liquidated damages, which can make the dealer's many years of operation into nothingness.
However, without channeling goods, a large amount of inventory is overstocked, and dealers have little breathing room. High tasks, high inventory, low costs, coupled with large discounts and delays in expense write-off, the survival of dealers is becoming more and more difficult. If you don't flee the goods, these products can only be smashed in your own hands in the end, and the losses are the real money of the dealers.
For manufacturers, the factory is the sales volume, as for the dealer selling, how much inventory, how many products are about to expire, how many products are expired, and how many manufacturers will care about it?
Manufacturers and dealers are pursuing sales, but the market is limited, from the incremental market to the stock market, the pressure of competition is increasing. At this time, the effort required for each point of improvement is exponential. However, dealers are faced with increased difficulty, reduced support, and even manufacturers directly withdraw ladders.
It is becoming more and more difficult to rely on the strength of dealers themselves to achieve sales growth. In the case of inability to complete, there is only one way for dealers to choose, which is to flee the goods. Through channeling, complete the task of the manufacturer and ensure their own interests.
The impact of dealer channeling is chain, a dealer channeling, the sales of multiple dealers will be impacted, so the entire market is affected. The end result is that the sales volume of the manufacturer seems to have risen, and as a result, its products have become frequent customers of various temporary stores, discount stores, and mass merchandising stores. Consumers' perception of brands is also gradually changing, and the price system is chaotic......
The impact of the market is related, the enterprise should deal with the dealer, the dealer will deal with the manufacturer, and finally feedback to the market, and the ultimate loss is the manufacturer.