Chapter 1085 Role Transfer
What Sun Yaoliang said made sense, and Song Yuanchao nodded slightly.
However, Song Yuanchao did not make a decision immediately. He still needed to think about it carefully, or there was another important issue that he needed to consider.
The advent of the Internet era has changed many traditional things, including traditional business channels and terminal structures.
This is the unstoppable pace of the times. Song Yuanchao knows in his heart that this change will eventually come, and the moment it appears will bring about subversive changes.
If Shenghua and Nandu want to continue to develop, they must keep up with the times. Those who cannot keep up with the times will inevitably be eliminated. Song Yuanchao is very clear about this. He is not rejecting the opinions put forward by Sun Yaoliang and Song Yangming, but thinking about this matter more deeply.
In essence, the terminal still has consumers as the final group, but the platform itself has changed.
Previous platforms were diverse and limited in scope. Whether it was the original supply and marketing cooperatives, department stores, fruits, tobacco and sugar, etc., or the supermarkets and shopping malls that appeared later, they all had their limitations.
Physical terminal platforms are limited by scale, region, business atmosphere and other requirements, and naturally form separate groups. These groups constitute all terminal platforms, thus covering the entire market.
For enterprises, they have to face various platforms, communicate and cooperate with these platforms, promote their products, and finally get them into the hands of consumers. Although this model is relatively traditional and there are many platforms, enterprises need to devote more manpower and energy in operation.
Compared with the emerging Internet platforms, the latter have much greater advantages. Since the online coverage of the Internet does not need to consider the requirements of geographical location and physical size, in other words, online products only need to be connected through the Internet, and you can learn about the products no matter where you are, so that you can select, purchase, pay and wait for the goods on the Internet.
On the surface, the latter is indeed much more advanced, and as the Internet replaces physical entities, it is good for corporate marketing. Due to the dispersion and diversification of traditional platforms, corporate marketing requires strong capabilities and teams, just like the sales company that Sit has always been proud of. The sales company occupies an important position within Sit, controlling the entire group's sales network and implementing sales methods to sell and promote products.
It can be said that the development of Sit is inseparable from the establishment of the sales company. It is precisely because Sit owns the sales company and the professional sales team of the sales company that it can play an important role in the development process .
But after entering the Internet era, the traditional sales model is about to change, which will not only affect the future of sales companies, but also affect the decision-making of the entire company.
In the Internet age, previous sales methods and models are bound to change. The biggest impact is whether such sales teams will still have meaning in the future.
In the previous platform situation, it was necessary to maintain such a large sales team, but after entering the Internet era, the number and targeting of platforms have undergone fundamental changes. For example, in the previous model, the diversity of platforms was destined to face the huge number of platforms. Even after supermarkets and shopping malls gradually replaced the original supply and marketing cooperatives, department stores and other channels, these groups only integrated the market to a certain extent and expanded according to the number of regions and business atmospheres.
But after entering the Internet age, all this has changed. The advantages of the Internet have subverted traditional business, and it will inevitably cause the objects that sales companies will face in the future to change from groups to individuals.
Song Yuanchao was a little hesitant because of this. Once such a decision was made, not to mention that the structure of the sales company would have to undergo a drastic change, a reduction in team members would be inevitable. So what would happen to these eliminated sales backbones in the future?
In addition, while the concentration of platforms brings benefits to enterprises, it also poses extreme risks. In the past, due to the diversity of platforms, enterprises could choose from a variety of platforms and take advantage of the advantages and disadvantages and competition between platforms, thereby maintaining the independence of the enterprise and the possibility of controlling the market.
But things are different after entering the Internet era. Diverse platforms will be replaced by a few Internet platforms. Although this does have its benefits, problems also arise. The biggest problem is that enterprises can no longer choose from a variety of platforms as before. In other words, such a change actually subverts the traditional market structure. The market channel lifeline and initiative of enterprises begin to shift, and the independence of enterprises in the market is constantly weakened. Internet platforms rely on their inherent advantages to defeat traditional market platforms while also gaining absolute advantages over enterprises. The roles between the two have changed.
To describe it simply in one word, "big stores bully customers." In fact, this situation did exist before supermarkets and shopping malls appeared and gradually grew bigger.
The change in attitudes of some supermarkets and shopping malls that have a large number of physical stores and have formed a considerable scale towards cooperating merchants is obvious from the beginning to the end. For example, when supermarkets and shopping malls first appeared, in order to attract manufacturers to settle in, supermarkets and shopping malls offered great discounts, whether it was the location of the goods or the means of promotion, they were very attractive, and the payment period was also very reasonable.
Because of these reasons, a large number of manufacturers began to move into supermarkets and shopping malls. The entry of manufacturers also enabled supermarkets and shopping malls to have a fairly stable supply channel, allowing them to develop rapidly on this basis.
From the very beginning, this is a win-win cooperation. Manufacturers can increase sales and the market influence of their own products through supermarkets and shopping malls, which are terminal channels with larger scale and faster sales than traditional stores. Supermarkets and shopping malls can also rely on the support of manufacturers to enrich their product categories and thus attract more customers.
But as time went by, equal cooperation gradually became unbalanced.
When supermarkets and shopping malls become bigger, in order to pursue profits and control manufacturers, some messy situations continue to appear. For example, the so-called entry fees, promotional DM fees, display fees, etc., these fees that should not have been incurred or borne by the platform have gradually been passed on to the manufacturers.
That’s not all. In order to meet their own expansion funding needs, supermarkets and shopping malls also began to change their settlement methods, from initial cash settlement to monthly settlement, and then from monthly settlement to settlement in the next two months or even a quarter.
At that time, they will also come up with a so-called "last-in-first-out" system. Even if you have paid to enter the market, if the sales performance is not satisfactory within three months, you will be unconditionally cleared out. If manufacturers want to avoid last-in-first-out and ensure the sales of their products, they have to organize promotional activities to increase sales, but promotional activities cost money. For a product promotion, the total cost of various expenses for a store is not much, but 4,000 to 5,000 is not too little. Some supermarkets and shopping malls often have more than a dozen or even dozens of stores to participate in the promotion. You can imagine the cost that manufacturers have to pay for an activity.
This is the case for large-scale supermarkets and shopping malls, not to mention the Internet in the future.
The Internet's coverage and influence, including its future convenience, are far greater than today's supermarkets and stores, and their expansion speed is also unmatched by traditional physical stores. More importantly, Internet platforms lack diversity and competitiveness compared to traditional platforms. The Internet has a characteristic, that is, it eats the meat first, and the others can't even drink the soup.
In the entire Internet, the successful person is often only the first and only one, while the second and third will be swept into the trash heap and never be known again.
When an Internet platform controls the entire channel, its position in the market will be decisive. Compared with the current supermarkets and shopping malls, the threat to enterprises and manufacturers is far greater. In other words, by then, the Internet platform can completely determine the life and death of manufacturers and products in the market, thus becoming the controller of the market. Compared with the Internet platform, manufacturers become vassals and rely on the Internet.
Because of the company's product influence and scale, Sit has always maintained considerable independence and voice in previous platform channels, even after the rise of supermarkets and shopping malls. After all, as the largest leading company in the food (beverage) industry in China, Sit's products are one of the must-have products for many terminal sales platforms.
Supermarkets and shopping malls also have concerns about this, because they must relax cooperation conditions for some basic products or products with great influence. If Lian Si Te's products are not sold on these terminal sales platforms, then consumers will inevitably doubt the strength of these supermarkets and shopping malls, which is not conducive to the development of these platforms themselves.
It is for this reason that, although Sit does not have absolute control over the cooperation with supermarkets and stores as before, it still has relative control over the initiative. In other words, the cooperation between the two parties is still equal and independent to a certain extent compared with other manufacturers.
But things are different in the Internet age. Song Yuanchao knows better than anyone the influence, coverage and development speed of Internet platforms. Once that happens, Sit's previous advantages will completely disappear. This is what Song Yuanchao is really worried about.
Fortunately, Si Te has an advantage that others do not have, which is the relationship between Shenghua and Zhang Hao controlled by Song Yuanchao.
In the early years, Song Yuanchao started with the Internet through Sheng Hua and Zhang Hao, and gradually became directly or indirectly involved in the development of the Internet.
Today, Shenghua also owns shares in some Internet industries with considerable potential, including some Internet platforms that have gradually come to the fore.
On this basis, Site and Nandu can form a certain strategic cooperation through Shenghua and these Internet platforms, so as to minimize those hidden dangers. From this point of view, it can be said to be a blessing in disguise.
In addition, Song Yuanchao knew very well that the general trend of the Internet could not be changed by him alone, and the overall scientific and social development could not be stopped by one or a few companies. If Si Te and Nan did not intervene now and make timely adjustments and changes, they would be eliminated in the future. Song Yuanchao knew this very well and was also helpless.
