名酒打响取消“分销”第一枪？

Core Viewpoint - The announcement by Kweichow Moutai to cancel the distribution model signifies a shift towards a more direct sales approach, reflecting the challenges faced by traditional distribution channels in the current market environment [1][2]. Group 1: Reasons for Cancellation of Distribution Model - The traditional distribution model has faced challenges due to excess inventory, pressure on distributors, and instability in pricing, leading to a need for channel flattening [2][4]. - The multi-tiered distribution system, which was effective during industry growth, has revealed its drawbacks in a cooling demand environment, resulting in squeezed profit margins and insufficient channel profits to sustain multiple distribution levels [2][4]. - The overall inventory pressure in the industry has led to some distributors reducing purchases or exiting the channel, while others are increasing their numbers to replace traditional distributors [4][6]. Group 2: Industry Trends and Changes - The trend towards channel flattening and diversification is driven by changes in consumer demand, industry structure, and market scenarios, prompting a reform in distribution channels [7][9]. - The increasing share of direct sales in Moutai's revenue, approaching 50%, indicates a strategic move to enhance control over pricing and market order [7][8]. - The rapid development of e-commerce, particularly live-streaming sales, is reshaping the distribution landscape, making it more decentralized and diverse [11][12]. Group 3: Future of Distribution and Role of Distributors - The evolution of distribution will lead to a more service-oriented role for traditional distributors, as they adapt to a direct-to-consumer model [12][14]. - The traditional advantages of distributors, such as local networks and information asymmetry, are diminishing due to the rise of direct sales and e-commerce platforms [12][14]. - Future distribution will focus on shorter chains, transparency, and enhanced service and experience, requiring distributors to shift from logistics providers to value service providers [14].