The contradiction that has long existed between large-scale chain retailers and home appliance manufacturers has been tried again by external forces. A few days ago, the official website of the Ministry of Commerce issued a document saying that from December 2011 to June 2012, the five ministries and commissions of the Ministry of Commerce, the National Development and Reform Commission, the Ministry of Public Security, the State Administration of Taxation, and the State Administration for Industry and Commerce will carry out centralized rectification across the country to rectify large-scale retail enterprises and collect illegal fees from suppliers. work.
Although the rectification has only just begun, analysts from the home appliance industry are not optimistic about the final governance results. Home appliance analyst Liang Zhenpeng said in an interview with the reporter of the “Daily Economic News†that this kind of zero supply contradiction cannot be avoided for many years.
In the case of household electrical appliance manufacturing companies generally facing decline in sales, weak profitability, the big chain of "drought-for-early-guarantee" model may stir up more conflicts between the two. How to achieve a win-win situation has also become what both parties hope to see.
Zero for contradiction entrenched
The main target of the five ministries and commissions for the rectification and rectification is to use the market's dominant position to illegally collect fees from suppliers, such as electrical specialty stores, supermarkets, department stores, and other large retail enterprises and their subordinate stores.
Specifically, retailers are charged for the use of promotional services to charge fees, and various non-compliance fees are prohibited. In addition, the retailer charges the supplier to implement the price marking requirements. In fact, in the memory of Liang Zhenpeng, government departments have already issued many similar documents or notices. In 2005, the Ministry of Commerce had issued the "Measures for the Management of Purchases by Retailers and Suppliers", which stipulates the maximum time limit for retailers to pay for purchases, the specific performance of payment behaviors for suppliers that default on their purchases, and the corresponding legal responsibilities they assume, and strictly prohibits them. Retailers charge suppliers various unreasonable fees.
However, the final implementation effect is not satisfactory. Six years have passed and zero supply conflicts have not been fundamentally changed.
For this reorganization, Liang Zhenpeng still does not have much confidence. He said that the sales channels of home appliance manufacturing companies are increasingly concentrated in Gome and Suning, and the market share of traditional regional distributor agents is getting smaller and smaller. Under such circumstances, home appliance suppliers are dealing with these retailers. , is in an increasingly weak position.
The result of the weak position is that the balance is tilted towards large-scale channel providers, and manufacturers are lacking sufficient counterweights in the game with large-scale channel players. “You have to supervise the entrance fee and promotion fee. The retailer can use other subjects to replace it completely. It is entirely possible that there will be an endless stream of charged subjects.†Liang Zhenpeng said.
Obviously, it is also difficult to regulate such disguised charges. Because in addition to the headquarters of large retailers signing supply and marketing contracts with manufacturers, the manager of each store, and even the purchasing manager of each subject, are entitled to charge for the promotion of the store. Liang Zhenpeng believes that, even if the channel provider does not charge any fees and switch to profit models that make up the difference, the suppliers still do not have a good chance. Because retailers can use their own huge sales channels, to lower the purchase price of suppliers.
However, Hong Shibin, deputy director of the China Home Appliances Association’s Marketing Committee, is looking forward to this reorganization. In an interview with a reporter from the "Daily Economic News", he said that the current contradiction between supply and demand is mainly due to unequal status and market irregularities. This reorganization is expected to further standardize the market, improve various systems, and increase transparency.
Zhi Gao, the minister of public relations of Zhiga, told the reporter of “Daily Economic News†that the related policies of the national ministries and commissions will surely play a role in the current zero-supply relationship, and standardizing commercial operations will benefit both parties. However, at the same time, he also said that the key is to see whether the implementation and implementation are in place. Increasingly fierce channel games In fact, home appliance manufacturing companies have been trying to get rid of excessive dependence on large chain channels. Self-built boutiques and online channels are the first choice.
In June 2011, Galanz announced that it will build 2,000 franchised stores nationwide and realize “one county and one storeâ€. The goal is to target the domestic third and fourth-tier markets in order to achieve the purpose of channel sinking. Galanz's initial investment amounted to 1 billion yuan. Earlier than Galanz, Chigo announced that it plans to open 5,000 low-carbon home appliances in the country.
According to data from Yikang, the number of stores in the United States has exceeded 12,000, and Gree, TCL, Oaks and Changhong have also accelerated the pace of building specialty stores.
Liang Zhenpeng said that exploring multiple channels is an important way for home appliance manufacturers to regain their right to speak. In addition to building specialty stores, opening up online shopping channels has also become a choice for many companies. In addition to Haier, many home appliance manufacturers such as Shigao, Galanz, and TCL have all set up their own online direct sales platforms. In order to diversify the sales channels and resolve the pressure from the big chain.
However, the home appliance manufacturers are doing the same thing as the big chain home appliance companies. In terms of store construction, in addition to firmly controlling the primary and secondary markets, large-scale household appliance enterprises will continue to extend their reach into the rural market. As for online sales, the sales scales of Gome Cooper, Gome Online Mall, and Suning Tesco are all continuously expanding.
Suning said that in the next ten years, the chain network will cover most of the county-level markets in China and the developed township markets in South China, North China and East China. The total number of stores will reach 3,500, of which the stores in the third and fourth-tier markets will account for the total number of stores. More than 40%.
Gome is not to be outdone. He Yangqing, vice president of Gome, said in an interview with the reporter of the “Daily Economic News†that in addition to improving the profitability and output of single stores, optimizing and subdividing the first and second-tier city stores, Gome’s future network expansion will focus on On the third and fourth markets.
Lian Siqing, general manager of Beijing Zhongye Times Research Co., Ltd., told the “Daily Economic News†reporter that although the attractive cakes of the third and fourth-tier markets have attracted numerous home appliance dealers and manufacturers, they are in the overall Compared with Suning and Gome, the scale of the competition is still a lot worse. The channel competition pattern of the future three- and four-tier markets will continue to be dominated by national chains such as Suning and Gome.
Hong Shibin believes that in order to strengthen the control of retail terminals by home appliance manufacturers, in addition to diversifying channels, they must also jump out of the channels themselves to see the problems. For example, to improve the quality of products, change the channel driver to product drivers, like Apple's mobile phone is a typical product driver. In addition, sales personnel must be trained to improve their sales capabilities.
Both sides called for cooperation and win-win
If the prosperous years in the home appliance market are zero for both parties to be able to live in peace, then in the sluggish year of the home appliance industry, this contradiction may be intensified. Because channel distributors are still constantly emphasizing the growth of profits, and manufacturers are already in dire straits, profits are meagre, and the unbalanced scales are more inclined.
Liang Zhenpeng said that whether it is the mode of collecting fees or earning the difference, when the retailer reaches a certain level of discourse, no matter how the government supervises how the rules of the game are set, retailers' profits will be hard to reduce.
Huang Jinliang, Vice President of the China Business Unit of Midea Refrigeration Appliance Group, said in an interview with the reporter of “Daily Economic News†that in the third and fourth quarters of 2011, the sales growth of home appliances slowed down and some of the categories even fell. In this case, home appliance manufacturing Business can not afford these high fees, and both parties need to think carefully.
Wang Jinliang believes that zero supply conflicts will become more prominent under the dual challenges of falling sales and profitability. He Yangqing, vice president of Gome, said that Gome supports the rectification actions of the five ministries and commissions. At the same time, Gome hopes that China's manufacturing and distribution industry will be more cooperative, because only coordination can develop healthily.
He Yangqing said that Gome has been advocating a win-win model for collaborative supply chain. Since 2009, Gome has actively taken measures to standardize the sales and marketing model and has transferred the costs outside the contract to the contract. He believes that the harmony between zero-supply must be the industry's common advancement, so Gome is very supportive of regulating the operation of the process.
Although the rectification has only just begun, analysts from the home appliance industry are not optimistic about the final governance results. Home appliance analyst Liang Zhenpeng said in an interview with the reporter of the “Daily Economic News†that this kind of zero supply contradiction cannot be avoided for many years.
In the case of household electrical appliance manufacturing companies generally facing decline in sales, weak profitability, the big chain of "drought-for-early-guarantee" model may stir up more conflicts between the two. How to achieve a win-win situation has also become what both parties hope to see.
Zero for contradiction entrenched
The main target of the five ministries and commissions for the rectification and rectification is to use the market's dominant position to illegally collect fees from suppliers, such as electrical specialty stores, supermarkets, department stores, and other large retail enterprises and their subordinate stores.
Specifically, retailers are charged for the use of promotional services to charge fees, and various non-compliance fees are prohibited. In addition, the retailer charges the supplier to implement the price marking requirements. In fact, in the memory of Liang Zhenpeng, government departments have already issued many similar documents or notices. In 2005, the Ministry of Commerce had issued the "Measures for the Management of Purchases by Retailers and Suppliers", which stipulates the maximum time limit for retailers to pay for purchases, the specific performance of payment behaviors for suppliers that default on their purchases, and the corresponding legal responsibilities they assume, and strictly prohibits them. Retailers charge suppliers various unreasonable fees.
However, the final implementation effect is not satisfactory. Six years have passed and zero supply conflicts have not been fundamentally changed.
For this reorganization, Liang Zhenpeng still does not have much confidence. He said that the sales channels of home appliance manufacturing companies are increasingly concentrated in Gome and Suning, and the market share of traditional regional distributor agents is getting smaller and smaller. Under such circumstances, home appliance suppliers are dealing with these retailers. , is in an increasingly weak position.
The result of the weak position is that the balance is tilted towards large-scale channel providers, and manufacturers are lacking sufficient counterweights in the game with large-scale channel players. “You have to supervise the entrance fee and promotion fee. The retailer can use other subjects to replace it completely. It is entirely possible that there will be an endless stream of charged subjects.†Liang Zhenpeng said.
Obviously, it is also difficult to regulate such disguised charges. Because in addition to the headquarters of large retailers signing supply and marketing contracts with manufacturers, the manager of each store, and even the purchasing manager of each subject, are entitled to charge for the promotion of the store. Liang Zhenpeng believes that, even if the channel provider does not charge any fees and switch to profit models that make up the difference, the suppliers still do not have a good chance. Because retailers can use their own huge sales channels, to lower the purchase price of suppliers.
However, Hong Shibin, deputy director of the China Home Appliances Association’s Marketing Committee, is looking forward to this reorganization. In an interview with a reporter from the "Daily Economic News", he said that the current contradiction between supply and demand is mainly due to unequal status and market irregularities. This reorganization is expected to further standardize the market, improve various systems, and increase transparency.
Zhi Gao, the minister of public relations of Zhiga, told the reporter of “Daily Economic News†that the related policies of the national ministries and commissions will surely play a role in the current zero-supply relationship, and standardizing commercial operations will benefit both parties. However, at the same time, he also said that the key is to see whether the implementation and implementation are in place. Increasingly fierce channel games In fact, home appliance manufacturing companies have been trying to get rid of excessive dependence on large chain channels. Self-built boutiques and online channels are the first choice.
In June 2011, Galanz announced that it will build 2,000 franchised stores nationwide and realize “one county and one storeâ€. The goal is to target the domestic third and fourth-tier markets in order to achieve the purpose of channel sinking. Galanz's initial investment amounted to 1 billion yuan. Earlier than Galanz, Chigo announced that it plans to open 5,000 low-carbon home appliances in the country.
According to data from Yikang, the number of stores in the United States has exceeded 12,000, and Gree, TCL, Oaks and Changhong have also accelerated the pace of building specialty stores.
Liang Zhenpeng said that exploring multiple channels is an important way for home appliance manufacturers to regain their right to speak. In addition to building specialty stores, opening up online shopping channels has also become a choice for many companies. In addition to Haier, many home appliance manufacturers such as Shigao, Galanz, and TCL have all set up their own online direct sales platforms. In order to diversify the sales channels and resolve the pressure from the big chain.
However, the home appliance manufacturers are doing the same thing as the big chain home appliance companies. In terms of store construction, in addition to firmly controlling the primary and secondary markets, large-scale household appliance enterprises will continue to extend their reach into the rural market. As for online sales, the sales scales of Gome Cooper, Gome Online Mall, and Suning Tesco are all continuously expanding.
Suning said that in the next ten years, the chain network will cover most of the county-level markets in China and the developed township markets in South China, North China and East China. The total number of stores will reach 3,500, of which the stores in the third and fourth-tier markets will account for the total number of stores. More than 40%.
Gome is not to be outdone. He Yangqing, vice president of Gome, said in an interview with the reporter of the “Daily Economic News†that in addition to improving the profitability and output of single stores, optimizing and subdividing the first and second-tier city stores, Gome’s future network expansion will focus on On the third and fourth markets.
Lian Siqing, general manager of Beijing Zhongye Times Research Co., Ltd., told the “Daily Economic News†reporter that although the attractive cakes of the third and fourth-tier markets have attracted numerous home appliance dealers and manufacturers, they are in the overall Compared with Suning and Gome, the scale of the competition is still a lot worse. The channel competition pattern of the future three- and four-tier markets will continue to be dominated by national chains such as Suning and Gome.
Hong Shibin believes that in order to strengthen the control of retail terminals by home appliance manufacturers, in addition to diversifying channels, they must also jump out of the channels themselves to see the problems. For example, to improve the quality of products, change the channel driver to product drivers, like Apple's mobile phone is a typical product driver. In addition, sales personnel must be trained to improve their sales capabilities.
Both sides called for cooperation and win-win
If the prosperous years in the home appliance market are zero for both parties to be able to live in peace, then in the sluggish year of the home appliance industry, this contradiction may be intensified. Because channel distributors are still constantly emphasizing the growth of profits, and manufacturers are already in dire straits, profits are meagre, and the unbalanced scales are more inclined.
Liang Zhenpeng said that whether it is the mode of collecting fees or earning the difference, when the retailer reaches a certain level of discourse, no matter how the government supervises how the rules of the game are set, retailers' profits will be hard to reduce.
Huang Jinliang, Vice President of the China Business Unit of Midea Refrigeration Appliance Group, said in an interview with the reporter of “Daily Economic News†that in the third and fourth quarters of 2011, the sales growth of home appliances slowed down and some of the categories even fell. In this case, home appliance manufacturing Business can not afford these high fees, and both parties need to think carefully.
Wang Jinliang believes that zero supply conflicts will become more prominent under the dual challenges of falling sales and profitability. He Yangqing, vice president of Gome, said that Gome supports the rectification actions of the five ministries and commissions. At the same time, Gome hopes that China's manufacturing and distribution industry will be more cooperative, because only coordination can develop healthily.
He Yangqing said that Gome has been advocating a win-win model for collaborative supply chain. Since 2009, Gome has actively taken measures to standardize the sales and marketing model and has transferred the costs outside the contract to the contract. He believes that the harmony between zero-supply must be the industry's common advancement, so Gome is very supportive of regulating the operation of the process.
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