Recently, the most people who have come to me to consult custom wine merchants are reversers, after all, they are sensitive to information, and even if they have no custom needs, they want to consult me to understand the situation. Communicating with them found that it is difficult for the current dumpers, and this round of liquor adjustment has an impact on all kinds of liquor merchants, and the biggest one is the dumpers. In contrast, it is also difficult for terminal cigarette hotels, but there is room for transformation, and the transformation of reversers is more difficult because they do not directly face consumers.
Speaking of reversers, they were also a type of wine merchants that consumers liked very much a few years ago, because they sold cheap liquor from large factories. In fact, the existence of reversers is to use large funds to access some cheap and unsellable brand wines, and then find suitable buyers to clear them in batches and at low prices, which is also the reason why wine lovers like them.
However, the room for the survival of the reversers is still the profit margin of the large factory lineage wine, some lineage wine cannot be sold in some areas, and the information on the Internet is not transparent enough. However, with the changes in the liquor environment, the in-depth development of the Internet and the thunderous means of the distillery, these three major barriers have been broken one by one, the living space of the reverser is getting narrower and narrower, and most of the reversers need to transform, but because there is no viscosity customer, there is no way to realize the transformation of customers, and they can only pour the big factory or the big factory OEM liquor to the customer.
For wine lovers, the most concerned thing is the ** and fidelity of the Dachang lineage, this thing has to be rolled, that is, everyone doesn't want to make money. In the end, it depends on which wine merchant is strong and can take the goods in batches, reduce the price upstream and then sell it at a low price. In the restocking circle, the offline boss is Bairong, and many of them do restocking, but they can't win Bairong, because Bairong has complete supporting facilities and many merchants, and they are gathered together, with abundant resources and comprehensive products.
Therefore, in the short ** live broadcast of wine sales, many wine merchants can't win Bairong wine merchants, because many foreign wine merchants want to press funds when they buy some wine, and many Bairong wines only need to be transferred by peers.
However, now Bairong is also going downhill, after all, no matter how cheap the resale is, it is still a little opaque, the in-depth development of the Internet has given birth to Pinduoduo, Pinduoduo covers the whole country, and the country's cheap channels are concentrated here, coupled with the platform's tens of billions of subsidies, which has had a great impact on Bairong's ** advantage.
Of course, this is not the most terrible, the most terrible thing is that some price comparisons ** directly expose the reserve price, anyway, I don't sell this wine, I expose a floor price, attract some traffic to come in, and at the same time kill these competitors.
Referring to the bottom price of the big factory lineage wine has become the choice of many wine lovers, in the track of volume **, there is no lowest, only lower, really cost-effective wine is not a reasonable profit, reasonable ** sold to you, but I give it to you, and then give you money, out of a bottle of winery, distributors are losing money, the more you lose, the more cost-effective.
This price comparison network really killed a bunch of wine merchants, **, the wine of the big factory is a little more expensive, and it will be scolded. Many wine merchants complained that the winery had to deal with these price comparison networks, but the winery also had no way to use these price comparison networks. In fact, they can't even control fakes, cross-prices, and Pinduoduo, and they still expect to care about thisThere is also the support of wineries behind many price comparison networks, and the foundation is no worse than these wineries.
Compared with the blockade and information advantage, the blockade of the supply advantage is a greater impact on the stockscraper. Now the big factories are making chips and opening the lid code. The purpose is to improve the opening rate and facilitate the search of serial goods. For the dumpers, what is needed is a cheap source, but now the cheap source needs to open the lid and scan the code, and the first can come down after receiving the red envelope of the winery, so that after the operation, it becomes an open bottle of wine, which increases the difficulty of the sales of the dumper.
In addition, scanning the code in another place will trigger the winery's cross-shipment alarm, and the winery can use this information and data to punish the dealer, which also makes the dealer dare not sell goods to the dealer in bulk at will, so the supply of the dealer's goods is strangled by this technological means.
The development of products is also what many reversers want to do, but now the brand power of large factories is getting stronger and stronger, the bar code will not be easily released, the threshold for opening the bar code is getting higher and higher, and the dealer who has no strength cannot get the bar code in the big factory. Powerful wine merchants, even if they can get the barcode in the big factory, they have to operate around the development of the big factory. If the brand of the big factory does not rise, he will give the developer a good resource, the quality of the wine is very good, and the opening is reasonable. If a big factory does it, he will increase prices, reduce quality, limit production, and stop goods, which is simply a sentence, my brand is up, and you still want to rub my traffic, and you can't kill you.
If the big factory doesn't do it, or the relationship between the winery is messy, there will be a retraction of the barcode, and the winery will do it itself, or open a bunch of similar products to compete for your products. All in all, it's still the same sentence, you can't be killed. Although the relationship between the winery and the wine merchant is one of mutual achievement, it is also a competitive one, and the relationship between them is very contradictory.
And this is also the reason why the road of restockers is getting narrower and narrower. In fact, the existence of restockers is due to the early development of some brands, which gives the channel a lot of profit space, but some channels are unfavorable for shipments, so the reversers help them compete for profits in other markets. As the head brand is getting stronger and stronger, the middle and tail brands are getting weaker and weaker, and the head brand is strong enough, when their own products can attract customers to buy, they don't need to let too much profit to the channel, counting on the channel to promote development, which loses the space of the dealer at the source.
At the same time, with the efficient transmission of Internet information and the formation of various sales such as online sales, the means of competition have become more and more volatile, and it has become a situation where naked big fish eat small fish. Bairong ate ordinary reversers, Pinduoduo ate Bairong, and the price comparison network limited Pinduoduo to death.
So where do the wine dealers go?I think their future is very difficult, I do all kinds of wine merchant empowerment, the most difficult thing to do is this type, because there is really no way. In the future, there will only be a few wine dealers at the head of the pyramid, and most of the others will be eliminated. Because the reselling wine merchants do not face consumers, they face channel customers, and the channels only take the goods because their products are cheap, without any viscosity, and people don't look at the profit products.
I have only one suggestion for the current small and medium-sized stockfeeders, you can mobilize your staff and screen customers. In fact, in addition to wine merchants, there are also some corporate customers who are looking for you to take low-cost wine from large factories, and they can also be guided into customized wine customers, which is also a way to transform the private domain. For the reversers, it is more difficult because they concentrate on reloading, efficient entry and exit, less service to customers, and most of the customers entering the market are channel customers, with strong goals, high professionalism and low conversion rate, which is also the reason why the reversers are not good at doing private domain although they have a large traffic. But in any case, it is still necessary to screen, sort out and cultivate customers step by step.
Finally, as for my views on the reversers, as a wine lover and the industry, if you have any new ideas and opinions, please leave a message in the message area and we will discuss it together.