文丨酒业家团队(ID:jiuyejia360)
Planning丨Sui Han, Yu Xuan, Don River Editor丨Yifan Editor丨Yunding
"I can't get back the millions. ”
"Last year, there were problems with the funds of some large group buying customers, and now there are more than 5 million accounts receivable. ”
"The annual revenue is about 3 million, and there are more than 400,000 bad debts. ”
Recently, the wine industry has investigated Shandong, Anhui, Sichuan, Hebei, Jiangsu and other markets and learned that at present, many group-buying cigarette hotels are being dragged down by credit. Affected by the overall economic environment, financial and construction companies have great problems in capital turnover, and such customers happen to be the "big group purchase customers" of tobacco hotels. In the context of a sharp decline in the ability to pay, the settlement cycle of credit arrears has been extended, and some have even become bad debts. According to the research sample of liquor industry experts, the amount of credit in cigarette hotels ranges from tens of thousands to millions, and even some small-scale mom-and-pop shops have closed their doors because of this.
If you don't lose customers on credit, there is a risk of bad debts on credit, and if you don't pay on credit, the cigarette hotel is in a dilemma.
01
In a predicament, the receivables of the tobacco hotel exceeded 5 million
However, in the overall economic downturn, many group buying customers' ability to redeem has declined sharply, and bad debts have increased, which has also made tobacco hotel owners deeply troubled.
"As long as the cigarette hotel does group buying, there is a credit account, and there is no group purchase customer who buys alcohol in cash, some are monthly, some are quarterly, and the credit is focused on whether the customer can repay in time. Zhang Li (pseudonym), the owner of Chengdu Xinsen Tobacco Hotel, said that the receivables of their store are not very high, but they are about 400,000 or 500,000 yuan for a long time.
Coincidentally, Du Qiang (pseudonym), a Hebei wine merchant who has opened a tobacco hotel for six or seven years, is also plagued by credit. According to reports, its tobacco hotel has a revenue of about 3 million yuan a year, and more than 400,000 yuan has not been returned so far.
Zhang Wei (pseudonym), the owner of a cigarette hotel in Hefei, told the liquor industry that the annual sales volume in his store exceeded 10 million, and group buying accounted for about half, but the group purchase account was close to one million, and even the account from a few years ago could not be recovered. "A listed company has 600,000 yuan on credit, and now there are 3 or 400,000 yuan that have not been returned. ”
According to the research of wine industry experts, the receivables of tobacco hotels are mostly hundreds of thousands, and some are as high as millions, and the financial, real estate, construction and other industries have become the hardest hit areas for credit and bad debts. "There are single stores that have been credited 5 million, and there are also cigarette hotels that can't do it after being owed millions of dollars. Chen Wen (pseudonym), a wine merchant in Shandong, told the wine industry that many cigarette hotels have been overwhelmed by credit problems.
"In the past, we were a construction company with a Chinese prefix, and the account period was very safe for one month, but from the past, it was delayed from three months to six months, and now there are millions of bad debts. Guangdong wine merchant Ni Long (pseudonym) also said that the financial and construction industries are the company's large group buyers, and in recent years, such companies have had big problems with capital turnover, and the money owed on credit has almost become bad debts.
"Who would have thought that such a large industrial group could also thunderstorm and owe more than 1 million payments, and now pay back 50,000 yuan a month and pay it off in two years. When it comes to the issue of credit, Shenzhen wine merchant Liu Yang (pseudonym) is very helpless.
"At present, the concentration of cigarette hotels is high, and only 3 or 4 of the 10 may have good business. There are more and more cases of bad debts on credit from group buying customers. There are hundreds of thousands, millions, and many cigarette hotels have given up the group purchase business, and some cigarette hotels can't bear it because of this. Anhui wine merchant Li Yuan (pseudonym) told the wine industry that in the past, the credit accounts could be settled within the year, but now some of the credit accounts in the fields of real estate and construction are not returned, and there are a large number of bad debts.
It is worth noting that the transfer of goods between peers has also become a hard-hit area for credit. According to Wang Tong (pseudonym), the owner of a cigarette hotel in Shandong, there was a local case last year in which a liquor merchant collected 100,000 yuan of liquor from the liquor stored in the cigarette hotel, and only gave 40,000 or 50,000 yuan. ”
02
On credit, high gross margin under high risk
For many group-buying cigarette hotels, regular customers and group purchases are one of their main sales channels. In the face of regular customers and group purchase customers, individual bosses can hardly avoid the problem of credit, which is also a major feature of the tobacco hotel industry.
Ni Long said that although some companies have a long reimbursement process, but the amount of cooperation is large, so they will give such large customers a certain account period after evaluation, which may be as long as half a year, "(credit) This is a way to increase customer stickiness, and we only have high-quality customers who can pay on credit." However, some of its employees may be more aggressive in order to do performance, and some companies with capital chain risks also let them take credit. ”
Yang Jingui, general manager of Beijing Taihe Jinzun Culture Co., Ltd., said bluntly that many cigarette hotels have given up the principle of caging large customers before they have credit behavior, and the bad debt rate has increased significantly since the epidemic.
"(Smoke Hotel) can hardly do business without credit, and the reason for credit is that business is difficult to do, and I want to make more orders. "Mr. Tang of Datang Wine Cellar in Yongzhou, Hunan Province told the wine industry that many times credit is based on favors, there is no legal basis, it is difficult to protect rights, and there are also cases where the account is lost on credit.
In fact, despite the fact that open account is quite common and carries high risks in group buying, one of the main reasons why the industry still cannot refuse group buying, which is much higher than the gross profit of retail.
According to Ni Long's observation, the retail price of about 2,500 yuan of wine, group purchase will increase the price to about 3,000 yuan to sell, and because of the high gross profit, the company often allows customers to pay a deposit on credit or even in advance, such as a payment of 10,000 yuan, only need to pay a deposit of 3,000 yuan in advance, "but later found that sometimes the principal can not be recovered." ”
The psychology of cigarette hotel owners who can't bear to give up high profits has also made some people take advantage of loopholes. Ni Long revealed that they had encountered luxury cars, drivers to pick them up, and packaged themselves as big customers with strong spending power, and finally got famous cigarettes and liquor from cigarette hotels on credit and disappeared.
Many wine merchants agree with this reason. Li Yuan told the liquor industry that the liquor in the Anhui market has entered the era of low profits, and the retail profit of some best-selling products is only a few yuan, and although the gross rate of group purchase has declined due to the impact of e-commerce, it is often more than 5% higher than that of retail; according to Han Li (pseudonym), a wine merchant in Hefei, the gross profit margin of their famous wine group purchase can be more than 15%, and that of other brands is as high as 50%; Du Qiang also bluntly said that their famous cigarettes and liquor generally do not take credit, and those who are allowed to pay on credit are generally local brands, and this part of the profit is more than 40%......
In addition, the stability and high turnover of group buying shipments are also a major incentive. According to Yang Jingui's observation, the profit of group buying on some large standard products will be lower than that of retail, and everyone is obsessed with group buying is dependent on the fast turnover of group buying, "The unit profit is low, but the overall shipment volume is large and stable." ”
03
Risk control, fight the battle of cash defense
"I owe 100,000 yuan outside, and I can't make 1 million business back. Liu Yang said frankly that now a business of 1 million can only earn 2-30,000 yuan, and if a customer runs away, at least 3 million business can be earned back, so he would rather not do business than take credit.
Entering the era of low profits, "cash is king" has become the key magic weapon for tobacco hotels to survive the downward cycle of the industry. Many merchants are aware of the high risks of this high gross margin model and are defending their interests by controlling the credit.
Li Yuan revealed that his company had abandoned group buying customers in the real estate sector a few years ago, which also allowed them to avoid many risks. "It is advisable to be cautious when choosing group buying customers and evaluate the credibility of customers. Some of our current group buying customers are friends, and although they sometimes have financial difficulties, they basically have no bad debts. ”
Through research and visits, the wine industry noticed that with the increase in the bad debt rate, many tobacco hotels have set conditions and standards for group purchases: group purchases are only open to regular customers or state units, and the account period is shortened and the credit amount is reduced.
According to Tang Yu, their stores do not owe on credit, and the key account department responsible for group buying can owe on credit, but the precondition is that the other party must belong to government agencies, institutions or state-owned enterprises. And the key account department must implement the "3 2" principle: customers can contribute more than 2,000 yuan of gross profit every month, the account period is not more than two months (monthly settlement of documents), and the settlement of 20,000 yuan is immediately.
"Revenue has dropped by 30% compared with previous years, and the profits of some best-selling products have dropped by more than 8 percent. "Zhang Wei only allows some people with good reputation, Customers who are more familiar with and have more assets pay a small amount of credit; Mr. Guo, the owner of Hefei Yichuang Tobacco Hotel, greatly shortens the customer's account period, requiring it to be settled within a few days, and the credit is limited to regular customers; Mr. Chen, a liquor store in Hefei, has set a trust threshold for this, and the group purchase customer is either an acquaintance or an acquaintance who introduces a guarantee, so it is easy that there will be no bad debts; Zhang Li advocates doing what he can, and no matter how good the relationship is, he will not accept it if he exceeds the limit, and for unfamiliar customers, no matter how much he wants the goods, he will not take credit, and the cooperation will go through the contract......
"Personally, I think we should rather lack than excess, maintain zero credit, and rather not do it than owe on credit, especially at the moment. Of course, there are individual differences and different situations, and it is really necessary to control the credit within a certain amount, rather than having no bottom line. Yang Jingui further said.