A few days ago, one"Yang Lingjiang posted in the circle of friends, saying that Wuliangye owed nearly 60 million undisputed fees in the 1919 contract".The ** has been wildly spread in the industry. Although Wuliangye quickly complained about the relevant article, saying that this was Yang Lingjiang's post in the circle of friends, which is false information.
However, Yang Jiangling did not say anything more than deleting the circle of friends. And the entire industry is in a state of watching excitement and eating melons about this matter, and the attention has not declined. Why is this happening?
It's not about the real or the fake!
For most people, it's hard to tell if something is true or not, and their focus is not on whether it's true or not. Rather, it is the similar experience and empathy of most liquor distributors behind the incident. Wuliangye did not default on 1919 fees, however, in the past few years, more than half of all liquor distributors have been owed fees by various brands, large and small.
In the past few years, behind the prosperity of the liquor market is the increasing inventory pressure and marketing pressure of distributors, and every distributor has a very difficult life. Especially in 2023,The market is cold, upside down, high inventory, and corporate price increasesand other factors, are constantly squeezing the only remaining profits and living space of dealers.
Previously, there was a survey on the profitability of dealers, and the results showed that more than 70% of dealers were in a state of loss, 20% of dealers were on the verge of loss, and less than 10% of dealers were profitable. Behind the data is the miserable survival situation of every dealer.
Around 618 in 2023, the online market of the liquor industry is hot, and the sales volume of major brands is hundreds of millions, and business is booming, and all kinds of good news continues. However, liquor distributors and second-batch merchants are all dealing with products at low prices. Small brand products will be sold directly for a few dollars in a box of profits, and large brands will be directly sold for dozens of yuan in profits, and these so-called profits are not even enough for the dealer's own inventory costs.
Even in such a situation, dealers do not dare to have the slightest hesitation, and are urgently dealing with products. In the final analysis, the dealers are overburdened by the high inventory under the high pressure of the enterprise, so that the dealers are overwhelmed, and they can only choose to quickly process the products to relieve their own inventory pressure and financial pressure.
Offline price increases, offline price reductions!
In addition to the pressure brought by high inventory, what makes many distributors and terminal markets extremely speechless is the continuous price increase behavior of major liquor companies. In the past year, from top brands to some small wineries, there are not a few companies that have raised prices. However, in contrast to the price increase, the strength of online liquor ** is increasing.
As a direct result of this, offline business is becoming less and less. In the first half of 2023, there will be news of the large-scale closure of cigarette hotels, and the number of cigarette hotels has also decreased rapidly. The reason for this result, in addition to the acceleration of offline competition, is largely due to the large range of online, resulting in a serious inversion, so that terminals such as cigarette hotels have lost a large number of customers.
For brands, one time attracts a large number of consumers and sales. But it's a disaster for offline, especially for some terminal stores and cigarette hotels near the community. Some of the consumption itself is consumed by acquaintances, and the ones bought are not expensive, and what you see is the cost performance.
Now**on and offline** comparison, the impression left on consumers is that a bottle of wine has earned so much money, and it is still an acquaintance, and it is ripe. As a result, a large number of consumers are lost, and long-term earnings are directly damaged. And that's not the end of the matter.
While grabbing business, I want to sell it again!
* snatch consumers away, "mess up" the business of terminals and dealers, and reach out to dealers to grow. This is already the norm in the industry, and every year, regardless of the market, the growth volume of the enterprise must be satisfied.
While competing for business with the terminal market, it is like a downstream salesperson, every manufacturer has made the abacus loud. The last to bear all the pressure is the dealer. Approaching the Spring Festival market, a new round of operations of various brands has begun. Walking into major supermarkets, you can find that liquor brands such as Wuliangye, Yanghe, Shuijingfang, and Langjiu are all carrying out price reductions and discounts**, and activities from online to offline are continuous. However, the liquor market is still showing a situation of low peak season.
The reason for this result is that in addition to the decline in consumer consumption of liquor, the market has gradually become chaotic under the serious overdraft and inversion of the market by manufacturers in the past few years. The online war has confused consumers' perception of liquor, directly spread the online war to the offline, and directly caused chaos in the entire liquor market.
In such a situation, the brand still wants to force dealers to increase sales through high pressure, which will naturally be greatly affected.