谁在杀死大品牌经销商？

Core Insights - The article highlights the decline of channel dominance by major brands in the fast-moving consumer goods (FMCG) sector, as evidenced by the inability of Inner Mongolia dairy companies to recruit new distributors in Shanghai despite significant market share losses [1][7][24] - The report indicates a 37% increase in the distributor attrition rate for leading FMCG brands since 2020, with the beverage sector facing the most severe challenges [1][6] - The shift in consumer behavior towards price sensitivity and the rise of small brands is reshaping the distribution landscape, leading to a re-evaluation of the role of distributors [6][9][12] Industry Dynamics - The era of channel dominance by major brands, characterized by a "direct + deep distribution" model, has led to the marginalization of smaller brands, forcing them into lower-tier markets [2][4] - Major brands have historically treated distributors as mere execution tools, which has contributed to their current vulnerabilities [3][4][14] - The transition from a "stockpiling" strategy to a "neglected" approach reflects the changing consumer preferences and the need for brands to adapt to a more competitive environment [6][24] Distributor Evolution - Small brands are leveraging strategies such as profit sharing and operational flexibility to redefine channel value, offering higher margins (25%-40%) compared to major brands (8%-15%) [9][10][12] - The concept of "coexistence" is emerging, where small brands prioritize long-term loyalty and investment from distributors over short-term gains [12][18] - Major brands are facing a dilemma regarding the necessity of distributors in the digital age, prompting a reevaluation of their roles and contributions [16][17] Future Collaboration Models - The future relationship between brands and distributors is expected to shift from a "management and control" model to one of "empowerment and coexistence" [18][19] - Successful brands are beginning to integrate distributors into their value networks, as seen with companies like Nongfu Spring and Coca-Cola, which focus on core competencies while allowing distributors to thrive [21][22] - The article concludes that brands that respect and collaborate with their distributors will be better positioned to navigate market challenges and sustain growth [24]