Author丨Huai'an
Editor丨Tangerine
"The world has really changed today. The actors all went to sell goods, and those who sold goods became actors. This is a joke from a blogger, but it also realistically reproduces part of the reality.
Recently, the frozen food industry has staged a big drama of "mixed truths and falsehoods". From the beginning of the joint boycott to the later reversal of the situation, if you are serious, you will either "never see anything in the world" or "rejoice too early".
Let's talk about the boycott side and Yasui first.
In the FMCG industry, the boycott of e-commerce has been a drama for a long time. It's just that, no matter how it is resisted, it is mostly the "requirements" of the manufacturers themselves to the salesmen, the market, and the dealers, and there seems to be no boycott alliance so far. The Reignwood "comprehensive takedown" incident (plus hyperlink), which has attracted a lot of attention, is just a "family matter" at the enterprise level, if it is not a good thing for the internal staff.
The "boycott" of the frozen food industry is very different, first there is Yasui, then there is Haibawang, Meimei, and even, a number of frozen food dealers spontaneously established an "anti-monopoly" alliance......
"Where does the platform's goods come from? It's not all about volume for price, either from which factory sales staff or from which dealer, all of them are forced by indicators. An executive of a frozen product company said to Nei Sanjun.
This sentence can be said to be in one sentence, no matter how big the platform is, it has not yet reached the level of making and selling counterfeits.
In his opinion, this matter is simply "routine". And the Yasui people are just "just making a show." Besides, how can frozen products have real goods channeling management, which is a few streets away from FMCG; It is just a routine operation adopted for rapid growth in the pioneering period of some enterprises' regional markets; Only after the bottleneck of growth in the plateau period exists, it is necessary to take regional protection seriously and share the cake. ”
In fact, the truth is not profound, it is nothing more than that in order to seize more market share, enterprises have given too many "tasks" to business personnel and dealers. After the imbalance between supply and demand in the market, it has become the norm to sell hard. Often, the old goods are still in the channel, and the new goods are coming again, what should I do? Platforms with various subsidies receive goods, dealers with poor anti-risk ability and dealers with insufficient cash flow will naturally ship.
As the aforementioned executive said, isn't the goods on the platform owned by you? Where did it come from? Just like the drainage products of various large manufacturers in those snack stores, which one is produced by the snack stores themselves?
Some senior industry insiders said that after a few years of the epidemic, coupled with the dividend of prefabricated dishes, the business of the frozen food industry in the past few years was simply not too good. Like many large frozen product factories and fast-moving consumer goods companies, they have begun to sink and stake their land, and there are a lot of provincial generations.
It is more common that "the sales staff of the provincial generation to expand the market, the factory representative is only one or two, all rely on the dealer's personnel to serve the market, the factory personnel can beg the dealer to complete the performance is good, as long as the illegal action is not above board, are snickering, pretending not to see." The aforementioned industry insiders said.
He also revealed that a common phenomenon in the industry is that factory representatives and dealers are wearing a pair of pants at all, and it would be good if my regional performance could be completed, and the future market chaos is my business.
Their logic is that if you can't complete the performance, you will die now, the price chain will be broken, and the market will be chaotic, and I may not be able to encounter it.
"If you look at the general FMCG industry, there used to be so many platforms, and the prices were chaotic; But the manufacturers are also secretive, not like frozen product companies, a platform is so serious. This is the sentiment of a senior FMCG industry practitioner.
Let's just say, as a manufacturer, Yasui really doesn't know what the market really looks like? Aren't the dealers involved in it a natural choice after being "injured"?
Look at the boycotted side, Chuan Wei.
I'm sorry, if it weren't for Yasui being so high-profile this time, many FMCG people would have asked, "Chuan Wei, WHO?" ”
The introduction of its official website to itself is like this——Chuanwei (Foshan) Supply Chain Information Technology Co., Ltd. Founded in 2020, the company is mainly engaged in the wholesale and retail of frozen food. It has a certain reputation in the industry, and its products sell well in the southern region......
According to the enterprise investigation, the number of employees mentioned in the company's annual report for industry and commerce in 2022 is: 52, 28 in 2021. It belongs to the "small and micro enterprise", with a registered capital of 10 million yuan.
Regardless of the ups and downs of its predecessor, public information shows that the company claims to have achieved 6 billion revenue in 2023, and has maintained a 100% compound interest growth since its establishment three years ago. Even, it was recently announced that "in 2024, we will also open positions in Beijing, Tianjin, Hebei, Northeast and other places to enter a broader market, with a revenue target of exceeding 10 billion, and the ultimate goal is to sell Sichuan frozen products to the world." ”
What's more interesting is that Chuanwei is proud of the low-price model - the profit margin is very low, 100 yuan to buy goods, 103, 105 or even 101 can be sold, leaving an average of only 5% of the gross profit and 1% of the net profit......
Such a net profit, if it is Chuanwei's "confidence", I don't know if it can support Chuanwei's goal of "selling frozen products to the world".
"Without the blessing of capital, his operating model simply cannot cover the cost. Nowadays, how can capital invest funds in the 2B platform, so this set of playing methods has long been eliminated by the market, and the first-tier cities have long lost their place, and it is in the southwest that they can show off their might. "Industry insiders who have experienced Chuanwei's style of play said that Chuanwei is almost dusk, and there is almost no money to burn; It's nowhere near as rosy as its founders say.
In his opinion, Chuanwei's trip to Chengdu is a pure dimensionality reduction blow; Five or six years ago, during the e-commerce war in Guangzhou, Meituan, Kuaidun, and Frozen Product Cloud, the prices were adjusted several times a day, but they didn't get like this; The little party vegetables in Chengdu are used to making high gross profits, and they are not used to it.
He described a scene at that time - a store, four or five platforms in hand are comparing prices, anyway, only look at famous brands, whoever has a low price will enter whom. "I have long been naked with bayonets; Now the crusade against Chengdu Chuanwei is an idiom for the barking day of the Shu dog, and I have never seen the world. ”
I have to say that Chuan Wei understands traffic, and while all parties are resisting the influx, his boss is very clever in his live broadcast room and asks rhetorically - "Why do you care about me"? By the way, a wave of digital management was output, and a wave of good popularity was earned, so a lot of traffic flocked to Chuanwei, which also reversed the plot of the boycott.
In fact, putting aside the excitement, this seemingly serious farce, in addition to opening up the "backward" development status of the frozen food industry at many levels, is also emphasizing the fact that this year's frozen food business is not easy to do.
"Sluggish and slowing growth" is the survival status quo of most enterprises. And how to achieve the rapid growth of Anjing Food in 2023 and the first quarter of this year needs to be questioned here.
At the same time, the story of Chuanwei's goal of 10 billion yuan and 1% net profit also needs to be marked with question marks whether it can catch the "splashing wealth" brought by this wave of traffic.
There are also those who participated in it and took the opportunity to tell enterprises how to digitally empower, let's just say that Lin Xiaohai, who empowered Ali Retail, went to Shanghai Jahwa. Why did the digitalization of the frozen food industry suddenly become a miracle drug?
Behind the tension, on Chuanwei's official website, in the scroll bar of partners, Yasui and Haibawang are impressively listed...... After watching the lively frozen people, they finally decided "what to do"; Or, when "you have different positions, please play your respective roles", it is nothing more than dust to dust, dust to dust.
However, countless realities have proved that the "overdrafted" market, "borrowed" traffic, sooner or later will be counterattacked, whether it is manufacturers or distributors, what need to be figured out is, "what do you want"?