Who Shook The Foundation Of Marketing Mansion?

The modern retail industry will occupy a larger market share, while the traditional retail industry is shrinking rapidly, which is the law of the development of the retail industry.

Then, what changes will the whole market bring when the modern retail industry has a larger market share?

For the supply chain and consumer company, what are the painful or exciting changes brought by the growth of modern retailing?

A retailer = a market

With the centralization of the retail industry, the number of retailers left behind in the market is less and less, but the market share of each remaining retailer is bigger and bigger, even to the astonishing extent.

According to the annual report on China's retail industry in 2007, the sales volume of Gome, Bailian and Suning each household exceeds the total retail sales of social consumer goods in Xinjiang, Gansu, Guizhou, Hainan and Ningxia provinces.

From the traditional marketing point of view, only the region can be divided into an independent market.

Later, with the development of marketing, consumer company can manage its own brand and its own classification as an independent market.

But now the sales volume of independent retailers is expanding, and the sales they can achieve are no different from the total sales of consumer company in a provincial market or a brand in all regional markets.

A large retailer must also be regarded as an independent market. This is the first great change brought by the development of modern retailing to the market.

The collapse of "controlling the terminal"

    传统的零售店往往没有任何管理和营销水平可言，但是现代零售商有了更高的经营管理能力和营销水平，他们对商品组合和优化、定价、陈列、促销、库存和订货等，有着自己的理解和管理方式。而且，他们想法往往与供应商并不一致，供应商的建议也未必能得到他们的赞同。可以说，家乐福的大多数课长都是营销专家，他们了解哪些商品为什么卖得好，哪些为什么卖得不好；哪些商品和品牌将会有很好的未来市场；哪个品牌降价多少才能打动顾客；在什么时间促销哪些商品效果更好。现代零售商的管理水平已经超越了供应商，乃至后者也不得不接受他们的指导。