厂家“强制”配货，经销商为何难以拒绝？

Core Viewpoint - The article discusses the practice of mandatory product bundling by manufacturers in both the luxury goods and fast-moving consumer goods (FMCG) industries, highlighting the implications for distributors and the evolving market dynamics [2][6][10]. Luxury Goods Industry - In the luxury goods sector, it is common for customers to be required to purchase additional products to gain access to desired items, such as Hermes bags [2][4]. - This practice is rooted in the scarcity of luxury products, where limited quantities are allocated to each store, necessitating a bundling strategy to prioritize access [2][12]. - The perception of fairness regarding this practice is largely unchallenged within the industry [5]. Fast-Moving Consumer Goods (FMCG) Industry - In the FMCG sector, mandatory product bundling is also prevalent, particularly among leading brands and their best-selling products [6][7]. - Manufacturers justify this practice by citing the need to balance market demand across regions and to promote new products alongside established ones [6][12]. - Distributors have mixed reactions, with some accepting minor bundling while others express frustration over receiving unsellable products [8][9]. Market Dynamics and Challenges - Recent trends indicate a growing discontent among distributors regarding mandatory bundling, particularly as demand for best-selling products declines [10][12]. - The oversupply of products and decreasing consumer demand have eroded the unique advantages of leading brands, making mandatory bundling more contentious [12]. - Brands may bundle slow-moving products with popular items to manage excess inventory and maintain a balanced product line, but this can strain distributor relationships and impact sales performance [12][14]. Financial Implications for Distributors - Mandatory bundling can lead to increased inventory pressure for distributors, tying up capital and complicating cash flow [14]. - The challenge of selling non-popular products may require additional promotional efforts, which can diminish overall profitability [14]. - Distributors are encouraged to assertively refuse unreasonable bundling demands to protect their business interests and maintain market confidence [16][17][19].