从稳盘到突围：李锦记如何把 “稳价盘” 炼成破局利刃？

Core Insights - The competitive landscape in the consumer goods market is intensifying, with many distributors facing declining revenues and profits, as highlighted by a report indicating that 48.7% of surveyed distributors experienced revenue drops and 63.2% saw profit declines [1] - The industry is grappling with issues such as price competition, high inventory levels, and sluggish sales, leading to an imbalance in input-output ratios and creating a challenging environment for distributors [1] - Li Jinji's strategy for 2025 focuses on stabilizing existing channels, deepening distribution, and exploring new markets to address these challenges and foster mutual benefits with partners [2][3] Market Dynamics - The current market is characterized by chaotic pricing, cross-regional smuggling, and price inversion, which undermine profit margins and market order, posing significant survival challenges for distributors [4] - Li Jinji acknowledges the need to confront these pricing issues head-on, emphasizing the importance of a stable pricing system for long-term survival and growth [4][6] Strategic Initiatives - Li Jinji is elevating price management to a long-term strategic priority, implementing strict regulations and increasing investments in market management to enhance pricing control capabilities [6][7] - The company is actively engaging with distributors through a series of communication meetings to foster a collaborative environment and reinforce market order [9][11] Collaborative Approach - Li Jinji aims to create a "community of shared destiny" with distributors, focusing on mutual growth and stability in the market [3][12] - The company is leveraging data-driven strategies to optimize product offerings for individual stores, enhancing operational efficiency and enabling distributors to transition from mere logistics providers to market operators [12][14] Market Expansion - Li Jinji is targeting county-level markets with tailored product strategies that reflect local cultural preferences and seasonal trends, aiming to maximize sales potential and strengthen distributor capabilities [14][15] - The company is committed to providing resources and training to distributors to enhance their operational capabilities in these new markets [15] Long-term Vision - Li Jinji's approach is not merely tactical but represents a fundamental rethinking of distribution, emphasizing the interconnectedness of brands, channels, and consumers [16][17] - The company's commitment to high-quality products and a strong understanding of channel dynamics is seen as essential for building trust and ensuring sustainable growth in a challenging market environment [17]