Domestic milk powder does not reach the contradiction of excessive production expansion and detonation

The dealers in the same trenches had a high profile. At a sensitive time of 3.15 last week, a dealer at Wandashan concentrated on the destruction of nearly 1 million yuan of Wandashan backlog of milk powder. You said that I have been "compulsoryly pressing the goods", "not honoring promises", and "contending for low-priced goods in other countries". I said that you are "poorly operating" and you are responsible for yourself. Not long ago, Wahaha Edison Prompt Products was also sold by dealers on Taobao. In recent years, the domestic milk powder brands have been working fast.

Although the intensification of contradiction between supply and marketing is still an individual event, Song Liang, an analyst at the China Central Business Center for Circulation Productivity, told reporters in Nandu. “The local dairy companies must be cautious when they are expanding. Under such fierce competition, instability will surely stabilize. It will cause some consequences."

Wandashan supplies and sells both blame each other

What did you do if your milk powder expired? Although the public destruction performed by Wandashan and the dealers sounded like a good thing, people in the industry knew that the story underneath the skin was that the two sides had already tore their cheeks in dealing with the agreement. Wandashan dealer Beijing Ferro Yongsheng general manager of commercial sales and marketing warfare said last week to the media, the warehouse in the advent and expired milk powder value up to more than 80 million, manufacturers do not recycle, Ferro Yongsheng do not want to throw away or Inflows to the market, so preparations for the joint industrial and commercial sector to focus on destruction.

As one of the three major distributors of Wandashan in Beijing, the cooperation between Flow Yongsheng and Wandashan has exceeded 10 years. However, it said that since the second half of 2009, Wandashan personnel has changed frequently, and the bonuses have been used to negotiate malicious goods by dealers to complete the task. This has resulted in severe shipments, a failure to deliver on promises, and poor market maintenance. As a result, sales have been severely declining. The effective promotion policy and necessary cost support are returned and eventually cause the expired products to expire. "Has communicated with Wandashan for many times and has not reached an agreement on the amount of compensation." According to Wang Li, general manager of Wandashan Marketing Co., it has long been stipulated in the contract that non-quality issues cannot be returned or returned after the purchase. , All costs have been matched in payment, any unplanned expenses must be applied in advance. All of the above is due to the poor management of Ferro Yongsheng. The high-profile announcement is that the other party tried to influence the Wandashan brand. “But the public destruction is also in line with the requirements of the company. We have repeatedly informed that expired products must be treated in a timely manner.”

Compared to this catastrophic event, Wahaha Edison's dealers made emergency self-help during the first half of the year. This reporter learned that, since the end of last year, Taobao official flagship store price of 248 yuan in the Netherlands imported Edison 1 canned product, because it expires in September this year, in many shops for only 70 yuan, and next year in March The price of expired products is also less than 140 yuan, and consumers often comment that they are "authentic." In this regard, Wahaha only issued a statement that the flagship store is the only authorized party Taobao, other authorized low-priced sellers can not ensure the authenticity of its products and purchase channels of legitimacy.

Milk powder pressure critical period 45 days

“Wandashan and Wahaha events are all similar expressions. It is nothing more than the imbalance between the interests of enterprises and distributors. It should be handled in a tolerant attitude. Otherwise, it will be disadvantageous.” said senior dairy expert Wang Dingmian. . Song Liang said that after the melamine milk powder market fluctuated, about 300,000 tons of backlog occurred in 2009, but because Wandashan, flying crane, etc. is one of the few brands that did not detect the problem, so at the time given to these companies wrong Information, began to strongly expand the scale of production. "After entering 2011, with the increase in cost, excessive production investment in the previous period, and later sales contraction, companies will begin to fall into difficulties."

Song Liang said that products that cannot be sold or expiring soon are generally returned to the distributors from the business community. Sometimes the company will recover them from the general distributors, sometimes allowing them to deal with them on their own. The return of funds generally takes the principle of negotiation. Wang Mai (a pseudonym) in the industry revealed that the critical period for pressing milk powder products is generally around 45 days. Even at the end of the impulse period, brands like Mead Johnson who have a very good sales situation and a very stable strategy will only be in the dealership. We will press the goods for a week or so, and maintain a “slightly hungry” state for a long time, so that sales will enter a virtuous circle. The individual foreign brands will press for 60 days of sales for the sake of the annual results. This will be true for a small number of domestic brands, which will lead to a backlog if there are price increases and other conditions that affect sales.

“In addition to the shelf life of Dumex Yile cans for 1.5 years, the shelf life of milk powder is generally 2 years. However, similar to Wahaha’s Edison milk powder, the original imported finished customs and then to the channel, almost half a year, and it is impossible to sell products such as Abbott so smooth, natural It is very easy to produce a temporary period, and now a large number of Taobao's basic shipments are all in September 2009." Wang Mai said, "This time backlog of Wandashan products are many of its high-end products priced at 258 yuan. And Wahaha Edison's price is as high as 248 yuan, of course, pricing is not the direct cause of the backlog. China's milk powder sales have a strange phenomenon - the higher the price the better sell, especially in the third and fourth tier market to sell better. The study of the mentality has been more than one day. However, at which critical point the balance can be reached, we must continue to study it."