【预警】涨价潮中疯狂囤货:家电经销商当避免库存积压

百科资讯评论719字数 1368阅读4分33秒阅读模式

不是要给一些家电厂家如火如荼的"旺季开盘"活动泼凉水。趁着家电原材料涨价,多打款多囤货,并不代表家电经销商就一定能赚到钱、赚大钱。毕竟,货是拿到了,但是还要看市场和消费者是不是能消化这些"从工厂仓库到商家仓库"的商品。

趁着原材料涨价潮再次攀升前多囤货,这并不代表家电经销商们就能赚到钱。毕竟,家电不是什么稀缺商品,卖不出去压在仓库里,又会成为新的包袱!

开年以来,以家电为代表的国内消费品开启了新一轮的集体涨价风潮。特别是在很多白电企业的旺季开盘活动上,家电经销商排队打款囤货的现象又涌现出来。鸡年大涨的家电行业,部分厂商笑成花。

多个渠道信息源向家电圈透露的消息是,今年2月旺季渠道商开盘,商家回款同比增长"将人吓了一跳"。差的地区回款增长二三成,一般地区回款增长五六成,好的地区就是翻倍增长。这轮的增长最大不同,是乡镇经销商回款热情呈现疯狂状态,大量回款大量囤货。

涨价通道中的囤货,对于家电经销商来说有无利好?自然是有的,从经营层面,获得时间成本和机会成本。但一哄而上的大肆揽货、吃货、囤货,众多的家电经销商们是否考虑过可能会出现消化不良,从而遭遇库存压顶和资金链断裂等严峻挑战?毕竟,老天爷不可能每年都会宠信家电厂家,高温天气不是每年都会有。

一要看天气。如果天气不好,囤货就是慢性自杀。因为从家电行业整体上说,家电是产能过剩的。以此对应的,是国家提出了"消费升级"和"品质革命",就是要控干行业中过剩产能的水分。这就要求经销商要擦亮眼睛,要看货物的成色几何,囤的可不能是一二线市场的淘汰品、没有竞争力的产品。利润低、质量差等产品,囤货等于慢性自杀。

二要看人气。从市场环境上看,大的经济形势的下行压力明显,家电整体近年来均出于平稳状态,处在L型通道中的低位调整,市场整体处在微增阶段。因此,消费市场始终在低迷中徘徊。消费者针对纯商品的购买决策时间变长。决策犹豫,就意味着商品不那么容易销出去。在渠道市场的经销商应该感同身受,生意没那么好做,货没那么容易卖出去了。

三要看勇气。从家电经销商自身经营来看,大肆囤货就意味着占用大量流动资金,产生大量库存,将打乱供应和库存流转的节奏,这产生的影响,至少是波及全年的销售打法和节奏。因此打款囤货的背后,家电经销商一定要实时关注现金流、资金流。今年整体的资金是趋紧,而不是宽松。

四要看士气。要从经销商自身团队、资金、市场操作能力等方面量力而行。对于经销商来说,深耕细作区域市场,将特定区域做深做透才能保障长久的发展。优秀经销商都是终端客情和售后服务非常优异的,只有通盘考虑,根据大环境下,区域市场的特性而准备,才能确保资金和库存是动态平衡的,才是可持续发展的。

当前,新一轮涨价潮侵袭行业,厂商应该相互扶持,更加严格把控品质关,撑过行业的洗牌期。作为厂家,应该运用品牌商的综合实力、技术实力和运营水平来最大程度化解因原材料上涨而带来的新增成本压力。作为经销商,应该避免一哄而上,盲目扩张,而是要做精区域市场,发挥接地气这一特定优势。

厂家和经销商,在家电行业来说永远是一条战壕中的战友,只有双方理念沟通一致,思想行动一致,才能打好这场战。涨价当前,厂家不能独自飞,应该带着经销商一起飞。厂商应该与经销商共进退,相互留出空间,让厂家有撑下去的能力,让经销商有留下来的勇气。

不离场、继续点半,才是最大胜利!


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