作者丨Asher 这两年，「新经销」在走访市场中，听到最多的声音，就是生意变得难做了。 前段时间，专门去拜访了舟谱数据总裁、联合创始人邹文标先生（业内称为邹院长）。作为服务了全国4万多家经销商，沉淀了海量交易数据的行业观察 者，邹院长对当下的市场有着更清晰、更透彻的判断。 新经销主编周群（左）舟谱数据联合创始人邹文标(右） 近两个小时的深度交流，邹院长的判断更像是把行业的底牌摊开给你看，不一定好听，但更接近真相。 无论是品牌商还是经销商，大家的体感出奇一致，即便还能保持甚至略有增长。 面对这种持续的低迷，很多经销商陷入了迷茫，是不是我的选品不对？是不是还要再等等风口？是不是熬过这一阵，市场就会好起来？ 问题往往不是不够努力，而是手中拿的旧地图在新世界里失灵。过去的一些经验，逐渐变成了负担，越熟练，越容易用错力。 在院长看来，今天大家觉得难，本质上是因为过去那种被保护的状态结束了。 过去品牌商有红利，市场有增量。经销商哪怕能力差一点，只要跟着品牌商走，哪怕是做最简单的搬运工作，也有品牌商托底。但现在，这块底板被抽走 了。 在这样的市场常态下，经销商到底该怎么活？ 破除幻想， 这不是周期，是漫长的下行 过去几年， ...

Core Insights - The article highlights the success story of Oma Refrigerator, a company that has become a leading player in the global refrigerator market, selling 14 million units annually and generating revenue of 18.3 billion yuan, while remaining relatively unknown compared to giants like Haier and Midea [1][9]. Group 1: Company Background - Oma Refrigerator was founded by Cai Shier, who left his position at Rongsheng Refrigerator to pursue opportunities in the challenging European market, recognizing that high barriers to entry could provide a competitive advantage [3][4]. - The company initially gained traction by securing a significant order from Whirlpool, which recognized the quality and cost-effectiveness of Oma's products compared to local competitors [4][6]. Group 2: Business Strategy - Oma's strategy focuses on extreme cost efficiency, producing refrigerators at a lower cost than competitors by optimizing production processes and reducing mold costs by 90% [6][7]. - The company employs a "20/80 rule," concentrating on producing 20% of popular models that meet local consumer preferences, allowing it to dominate market share in countries like the UK and France [6][9]. Group 3: Financial Performance - Despite a lower gross margin of 15% compared to Haier, Oma achieved a net profit growth rate of 29.58%, demonstrating the effectiveness of its low-cost, high-volume business model [7][9]. - During the 2008 global financial crisis, while competitors were cutting back, Oma capitalized on low raw material prices by stockpiling, leading to a significant increase in export volume [8][9]. Group 4: Recent Developments - In 2021, TCL acquired a 48% stake in Oma, allowing the company to leverage TCL's distribution channels while continuing to serve as an OEM for major brands [9][10]. - Oma's overseas revenue reached 13.5 billion yuan in 2024, accounting for 73.5% of total revenue, indicating a successful expansion strategy in international markets [9][10]. Group 5: Industry Insights - The story of Oma Refrigerator challenges conventional business wisdom, emphasizing that success does not always require high-profile marketing or celebrity endorsements; instead, focusing on product quality and cost efficiency can lead to significant achievements in the global market [10].