Since the release of the Mother and Child Frontier "Meffer Lebei Thunder: A Large Number of Maternal and Child Shopkeepers Return? Provincial total ticket withdrawal? The factory embezzled the deposit? Since the article, whether through background messages or private contact information, a large number of channel providers (** merchants and store owners) have poured out to criticize the brand owners of Maker Lebei.
After sorting out these contents, the real situation of the channel gradually emerged, involving a series of problems such as pressing goods from partners, withholding deposits, and raising supply prices without authorization. Among them, there has also been a situation in Jiangsu Province where shopkeepers have responded to arrears and have no way to complain.
In arrears, the "old lai" behavior of Makefule Bay makes the shopkeeper complain?
According to Yanzi (pseudonym), a local mother and baby shopkeeper in Jiangsu Province, in mid-2023, a ** event contributed to her cooperation with Meffer Lebei. In order to create a grand occasion of marketing performance at the national launch conference of Lebei, the head of the province Ma and the shopkeeper discussed the on-site payment to Maifu Lebei, in addition to getting the ranking reward of the dynamic sales activity, but also let her pick up the goods in batches to ensure the freshness of the delivery period, and promised to pick up the goods ** is the lowest price in the province, even if the event is over, you can still continue the preferential policies when the dynamic sales activities.
However, after the end of the dynamic sales activity, Ma, the person in charge of the Jiangsu Province of Meffer, unilaterally increased the delivery of the goods by 40 yuan. Yanzi expressed dissatisfaction with this, and asked to settle the settlement according to the original one-time delivery, in this regard, Ma rejected Yanzi's request for delivery on the grounds of "insufficient inventory in the headquarters", and Yanzi said that if there is no goods, the cooperation will be terminated and the payment will be refunded. Ma agreed, but the payment should be settled in installments, and the final balance will be settled in April.
As the saying goes, "It's easy to get money out, but it's hard to get it back." This is a good picture of the dilemma that Swallow is facing when trying to get her money back. Although Ma agreed to refund the payment, he set a hard condition, that is, "the refund must be made in three batches". When the shopkeeper complained to the front of the mother and child, and the relevant personnel went to Ma for verification, the other party said that they wanted to prevent the shopkeeper from fleeing the goods, so it must be staged. However, in the feedback from the store owner, Ma said that because of financial difficulties, he could only pay in three installments.
In the sales channels of Maker, Jiangsu is the province and region with the highest sales volume in the country, and Ma, as the person in charge of the region, should have sufficient resources and capabilities to handle the refund process. So why does the payment of more than 100,000 yuan need to be paid in three installments?
For this question, some internal personnel of Meffer Lebei gave an answer: deliberately lengthening the refund process and returning it a little bit in order to drag the mother and baby store not to **. Because in April this year, Meffer Lebei plans to hold a "foreign-related super five-star cruise" event, with the purpose of expanding new channel providers and collecting another batch of payments to pay for the high operating costs of the headquarters. When the new store partnership is established, these uncooperative channel providers will be eliminated, and their payment may also be refused to be refunded in the name of fleeing goods.
As Zweig said: all the gifts given by fate have long been secretly marked**. As we all know, through the integration of large-scale conferences + tourism projects is the main path for brand manufacturers to distribute goods and collect money from the channel, most manufacturers can eat a year's "military salary" by engaging in 2-3 similar meetings a year, and the "foreign-related super five-star cruise" activity is nothing more than a big plan for the payment of goods in the spring of 2024, but the consumer repurchase undertaken by the store sales and distribution services is a problem that has never been considered as a brand manufacturer.
For this reason, the mother and child frontier has negotiated many times with Ma, the person in charge of Meffer Lebei Jiangsu, and under the pressure of **, Ma paid the third payment to Yanzi on February 2.
As the best person, the maternal and infant channel is a subdivision of the industry, and it is more necessary to leverage the retail business with integrity and service, but the rules of the game of this leverage need to be observed and strengthened by both parties.
The Meffler factory "unloads the mill and kills the donkey", and the layman grows savagely
According to relevant statistics, the online retail sales of physical goods will account for 27 percent of the total retail sales of consumer goods in 20236％。This means that offline consumption is still the largest in the Chinese market, accounting for more than 70%. As a result, brick-and-mortar channels remain a core area of brand layout.
However, when the maternal and infant channel made great efforts to open up product sales and brand voice for Mefflebe, what they gained was unfair treatment such as unloading and killing donkeys, not keeping promises and raising supply prices without authorization. This neglect of the rights and interests of partners raises deep questions about their future development prospects. Could it be that "unloading the mill and killing the donkey" has become a general rule of enterprises?
Exaggerating marketing has no bottom line.
It can be seen from the various movements of the brand that the brand's steps are very chaotic. The reason for this is probably because the production factories that do not understand marketing act as "marketing masters". It is understood that around September last year, the Maker Lab Division carried out a large-scale personnel reorganization. But it is clear that the current helmsman does not seem to have been able to effectively steer the company on a solid development path.
The marketing team changed the soup but not the medicine, and Cui Wei "changed his face in Sichuan opera".
From the relevant promotional materials, it can be seen that the current person in charge of the business department of Meffer Lebei is Cui Wei, who was the regional provincial general manager of the amendment, after leaving the amendment, Cui Wei wants to be a special doctor to lay out the maternal and infant channels, but his strength is not enough to undertake the Mefu Lebei. So he decided to "borrow a boat and go to sea".
At that time, the helmsman of Jian Qixing undertook the track of in-depth development of medical nutrition under the national generation plan of a variety of special medical products in the maternal and infant channels and small medical channels, so Cui Wei borrowed the corrected relationship and recommended himself to Jian Qixing Mao Sui under the banner of "teachers from the same door", and obtained the right to sell the maternal and infant channels of Maker Lebei "indirectly".
At the beginning, the sales of special medicine led by Cui Wei have not been able to do well, and the serious inventory pressure and outdated delivery time made him at a loss.
So in the middle of 2023, Cui Wei went around preaching that Meffer Lebei was a sub-brand of Jianqixing, and the team he built also belonged to Jianqixing's special medical division, and invited the founder of Jianqixing to endorse his platform many times, so as to endorse his channel laying, which once made channel dealers think that Cui Wei was Jianqixing's person.
In the process of market expansion, there have been many "battles for people" between Cui Wei's team and Jianqixing's maternal and child business department. However, Cui Wei's team did not have any gratitude to the brand and the team, and after achieving certain results, this person's conceit began to breed wildly.
There have been many provincial presidents who have expressed concern about Cui Wei's personal quality: every time he meets big or small, he directly swears, which is unbearable, and he does not have the responsibility and image of the person in charge of the brand, and it is a shame for such a person to be the boss. But for the sake of the project, I can only swallow my anger. As the situation intensified, many provincial presidents have resigned angrily and said: Bosses who do not treat employees as human beings will not end well.
The author has also participated in Cui Wei's activity training many times, and the whole venue sang, danced and roared, and was in a state of self-promotion quasi-"pyramid scheme". Faced with such a rigorous special medical product, Cui Wei and his trainers exaggerated the efficacy of the product on the spot, such as "the only one in the country" and other words, packaging an ordinary food into a miracle drug. Singing, dancing and shouting, it makes people feel like they are in the middle of a pyramid scheme.
As we all know, today's maternal and infant channels are professional and service markets, calm, rational and objective is the dynamic needs of practitioners for business understanding, and it is by no means a snail's place for success and slogan army, but Meffer Lebei uses such a barbaric way to pry the market.
In August 2023, after the end of a dynamic sales campaign of Mefulebe, the manufacturer of Mefulebe, that is, Maifu Nutrition, began to "act as a demon", pouting Cui Wei to cooperate directly with the team, planning to directly cut off the identity of Jianqixingguo's agent underwriter in the name of "not completing the agreed sales volume", and even the high deposit of 1 million yuan will not be refunded as "unfinished cooperation target".
In this regard, the channel owner thinks about how Jian Qixing will react with the attitude of watching a play? To this end, the author communicated with the brand department of Jianqixing, and the other party replied: everything will be resolved through normal legal channels. When the author asked Cui Wei and Jian Qixing about the relationship again, the other party said: Jian Qixing and Cui Wei no longer have any legal cooperative relationship!
To sum up, it is revealed that there is a credibility problem among the manufacturers of Meffer. Obviously, the cooperation with Jian Qixing has not been terminated, but the manufacturer chose to bypass this national underwriter and privately reached a cooperation with Cui Wei and others. What is the value of cooperating with such a manufacturer who does not pay attention to the rules of the game? How do you make sure that you won't be the next one to be replaced?
It's also important to know that every decision made by the person at the helm will have a profound impact on the direction of the brand's development, and these effects may not always be positive. Just like after Cui Wei took charge of the Meffer Lebei Division, he not only unloaded the grinding and killing the donkey of the channel business, but also made the channel into a miasma, excessive sales, exaggerated marketing, market chaos and other chaos emerged in an endless stream. This is also the main reason why ** people want to come out and present reports.
The owner of the mother and baby store signs a "letter of commitment" with the consumer
At present, the incremental business of the demographic dividend has disappeared, and the homogeneous competition is also moving towards a white-hot stage, and the business of maternal and infant terminal stores is not easy to do.
In addition to paying attention to quality and other factors, it is also necessary to focus on the reputation of the manufacturers and teams behind the products.
Its rise is also vigorous, and its death is also sudden. In short, any form of profiteering, falsity, and unscrupulous behavior will only hasten the early demise of the industry.