Many dealers are waiting for the Spring Festival market to come to the rescue, but can it really succeed?
After a year of market indifference and declining sales, the Spring Festival, the most important festival, has become the focus of many manufacturers and dealers. Especially for dealers, they didn't make any money all year long, and the warehouse was filled with all kinds of products, so the Spring Festival was the best time and an opportunity to save lives.
However, from the stocking situation of dealers and the market situation this year, it is not so easy to turn over by relying on the Spring Festival market
Tough Chinese New Year Market!
The Spring Festival is getting closer and closer, but I don't feel the urgency of spring marketing at all. For consumers, there is no New Year's flavor at all;For manufacturers, the progress of the Spring Festival market is very limited;For dealers, the market is full of hesitation and hesitation in the face of the Spring Festival
What is the reason for this situation?
First of all, dealers and manufacturers have no confidence in how the Spring Festival market is. Although manufacturers are constantly taking action, and even launching a variety of gift boxes in the Spring Festival market, there is not much investment in the real end. Most of them are out of a verbally positive state, and it's hard to see their confidence. For dealers, this situation is very unfavorable.
Manufacturers do not have real investment, and completely rely on dealers to take risks to break into the Spring Festival market, which must be a difficult battle. In such a situation, most dealers also choose to be conservative. From the state of stocking, you can see the state of the dealer, not to seek merit but to seek no fault, to protect yourself is the key.
Source: Tencent Public ** Library.
Secondly, judging from the performance of the Spring Festival market in recent years, the blessing that the Spring Festival market can bring is gradually weakening. In the first few years of 2023, it has been affected almost every year, and the Spring Festival market is almost in a state of none. After 2023, the situation of the Spring Festival market is also far from the expectations of dealers.
And, in fact, there were some signs of this situation before 2018. Although the Spring Festival market is more lively, and sales have increased, the state is gradually declining, and the profits that dealers can obtain are gradually decreasing.
In addition, judging from the market performance this year, the blessing brought by the festival market is constantly weakening. Whether it is the Dragon Boat Festival, May Day, or Mid-Autumn Festival, National Day and other festivals, the overall market is in a cold state. Even the Mid-Autumn Festival, which was held with great hopes by dealers, finally suffered Waterloo, which further increased the inventory pressure of dealers.
In front of the Spring Festival market, although it is very tempting, whether it is a life-saving miracle or poison is full of too many unknowns. Compared with dealers' caution in the market, many manufacturers are constantly making efforts in the Spring Festival market.
Manufacturers who are actively responding to the battle!
From the recent actions of manufacturers, it can be seen that many manufacturers are adding to the Spring Festival market.
Wang LaojiPreviously, the official announced the Spring Festival Dragon Year Jar, and launched the "Six Ji Dragon Year Jar", "Dragon Year Surname Jar", "Auspicious Luck One-Dragon Gift Box" and "Surname Yun One-Dragon Gift Box";Coca-ColaIt also launched a limited tank for the Year of the Dragon, which combines five different group pattern elements: "auspicious grass pattern", "happy meeting pattern", "bead pattern", "twig pattern" and "fish pattern".JDBLaunched the Baoyun Dragon JarMaster KongThe products such as the Kaiyun bottle that fit the Spring Festival market are constantly entering the market.
In addition, the gift box market has also become the focus of competition among major brandsYinlu eight-treasure porridge, peanut milk;Wahaha Eight Treasure Porridge, AD Calcium Milk, Nutrition Express;Dongpeng special drink, Arctic Oceanand other brands have continued to make efforts to gift boxes and start further competition for the Spring Festival market.
Outside of drinks,Three squirrels, good shop, and QiaqiaThe competition of snack brands such as New Year's gift boxes has not stopped, and the competition in terms of products, packaging, and marketing is gradually intensifying.
The actions of manufacturers are continuous, but it is still unknown how much benefit can really be given to dealers. Moreover, every big move, for dealers, the corresponding tasks will be further improved. It is understood that some brands have very strict requirements for the Spring Festival market, and the payment collection task in the first quarter even requires more than 40%.
So, how should dealers deal with the Spring Festival market?
Get yourself dressed up young in 2024!
The unknown of the Spring Festival market makes the choice of dealers difficult. However, no matter how you choose, a certain goal is a must. Making money is the goal, but the more important goal is to dispose of your existing inventory so that you can be ready to go into battle in 2024.
In the past 2023, many dealers have had a hard time because they are carrying heavy burdens to move forward. After the Spring Festival market last year, many dealers have been plagued by inventory problems, which have lasted for a whole year. In 2024, no matter what the market is, dealers want to operate the market better, reduce their burden, and let themselves travel lightly is a must.
This also means that in the upcoming Spring Festival market, dealers will have to make a choice, whether to gamble on sales and profits, or to be more down-to-earth to complete their inventory processing during the Spring Festival.
This Spring Festival is a process of constant choice for dealers. And how to make a choice is not determined by the manufacturer, various words on the Internet, or other people's speculations. Rather, it requires dealers to be able to truly understand the situation of the market, and the different markets in each region determine the different choices made by dealers.
What are you going to do this Spring Festival?