Where is the way out for traditional veterinary drug dealers?

At the Fifth China Veterinary Drug Conference, which just concluded, Ma Hui, general manager of Hebei Shijiazhuang Zhengxinyuan Animal Pharmaceutical Co., Ltd., said that based on the changes in the current industry situation, the traditional veterinary drug marketing model is no longer dominant. Veterinary drug enterprises should "re-recognize the market and comprehensively focus on the use value of products." He said that Zhengxinyuan has already begun to establish a factory-to-farm sales model, reducing middlemen as much as possible, and paying close attention to the use value of end-users.

According to the reporter's understanding, there are not a small number of veterinary drug enterprises with this idea. With the penetration of the Internet in the animal husbandry industry and the intensification of competition in the industry, many veterinary drug enterprises have begun to lay out the terminal market. In the process, however, one group seems to have been overlooked, that is, what Ma Hui called "middlemen who want to be as small as possible." How can their interests be guaranteed? In the process of the transformation of veterinary drug enterprises, where is the future of veterinary drug dealers? Everything remains to be made clear.

Current situation: the number of traditional veterinary drug dealers is declining

GE Junzhen, founder of the technical marketing model of the veterinary drug industry and general manager of Shijiazhuang Huajun Animal Pharmaceutical Industry, divides traditional veterinary drug dealers into three types: first, wholesale-based dealers, mainly through secondary offline to carry out veterinary drug sales; second, retail-based dealers, mostly small and medium-sized retail investors; third, professional dealers, technology output to drive veterinary drug sales, most of these people are veterinarians. In addition, there is a kind of special dealers, such as the leading enterprises in the poultry industry, from chicken seedling stocking to feed, veterinary medicine, and recovery of broiler one-stop service, "you must use my medicine to recover your chicken, and set the price." this belongs to monopoly dealers.

GE Junzhen said: "in animal husbandry, traditional veterinary drug dealers are still a huge group." They once played an important role in promoting the development of the aquaculture industry, but now the aquaculture structure has changed, the market pattern has changed, and the pressure of competition has become great. Under the role and influence of various factors, their situation has become more and more embarrassing. "

Lu Qipiao, a veterinary drug dealer from Henan Province in the Liangguang run market in Fujian Province, is a typical example. He told reporters that he has been working in this market for nearly 20 years, and has represented a wide variety of products. He knows a lot about the bitterness of veterinary drug dealers, and has also experienced the brilliant era of veterinary drug dealers. However, in his view, life is really difficult for veterinary drug dealers at the moment. He told reporters: "now most veterinary drug dealers are in a very confused state, everyone feels very helpless." To tell you a visible fact, the number of veterinary drug companies has been growing steadily in recent years, but the number of veterinary drug dealers is declining year by year. This is not a good sign for our group. " And he himself, in order not to sit back and wait for death, while doing his job well, he also began to pay attention to other ways out.

Reason: three "threats" drive traditional veterinary drug dealers to a dead end

Chen Jiangfeng, a veterinary drug dealer who also has nearly 20 years of marketing experience, analyzes that the current plight of veterinary drug dealers is closely related to the overall development trend of animal husbandry in the future. In the future, there will be more and more large aquaculture groups and fewer and fewer bulk farmers. In this case, large aquaculture groups will set up their own veterinary drug factories and feed factories in order to reduce costs, while small aquaculture enterprises will choose to cooperate directly with veterinary drug manufacturers. "this is also a result that veterinary drug manufacturers would like to see. In the past, the era of retail households was characterized by 'small scale, large groups'. Direct supply by manufacturers was not realistic, and traditional distributors were needed for distribution, credit and logistics. And now, the scale of breeding is getting larger and larger, direct supply from manufacturers has become possible. " Although there is a clear judgment on reality, Chen Jiangfeng's tone still reveals some helplessness.

"in a word, the two-way squeeze of the sinking manufacturer channel and the growing number of farmers has seriously compressed the living space of traditional veterinary drug dealers." GE Junzhen concluded.

There are also relevant articles on the Internet that clearly point out that from the current pattern and future trends, the group of dealers still faces three major "threats", namely, cooperatives, e-commerce and direct supply by manufacturers. Because the establishment of cooperatives has increased the voice and choice of farmers, coupled with the proper operating mechanism, many traditional dealers are at a loss. In addition, what is the impact of e-commerce on traditional veterinary drug dealers in the future? We don't know yet, but at present, the psychological impact has become increasingly prominent. after all, the Internet has indeed brought about changes that the world has never seen before. The threat of direct supply from manufacturers coincides with the views of Lu Qibiao and GE Junzhen. "if we fail to meet the new demand brought about by changes in the future aquaculture structure, the three major 'threats' may drive dealers to a dead end," the article said. "

Countermeasure one: need to reshape one's own value

GE Junzhen said: "whether there is room for survival of traditional veterinary drug dealers in the future no longer depends on whether he is a dealer, but on whether he can still play its due value in the future breeding pattern."

So, in the future breeding pattern, how should traditional veterinary drug dealers play their due value?

Lu Qibiao said: "in the future, if veterinary drug dealers do not have excellent strength, cannot establish their own technical service team, cannot integrate strong comprehensive resources, do not have the effect of product brands, and do not have the support of superior products, it will be difficult to survive. It is also a good way to provide professional management and talent transfer for large aquaculture enterprises. "

GE Junzhen also gave three suggestions: first, regional specialized service providers. It is best that the service function of the manufacturer in a certain place is undertaken by the local dealer. But it needs to be emphasized that this specialization is not simply divided into pig medicine and poultry medicine, but to clearly select a category of customers, understand their key needs, and provide perfect services in a targeted manner. Second, regional logistics distributors. That is, the logistics and distribution function of the last station, compared with other commodities, veterinary medicine has its particularity, so, for the distribution of the last station, the dealer has more advantages. Third, it is still the question of selling on credit. At present, the situation of large farm credit sales is very serious, for manufacturers, checkout is a more troublesome thing. The dealers have been living in the local area, and have a relative advantage.

Countermeasure 2: cooperate with large veterinary drug companies to seek a win-win situation.

In addition to the above transformation plan, Liang ze, general manager of Hebei Xinhua Keji Veterinary Drug Co., Ltd., proposed another way-to cooperate with large veterinary drug companies to seek win-win results. He told reporters that Xinhua Keji is exploring a way to turn the original dealer into the company's own employees, called localization commissioners. In this way, the interests of dealers are completely linked to the interests of enterprises, and enterprises can also make use of the power of dealers to do more things for mutual benefit. Coincidentally, in the brochure of Xi'an Kangkang Animal Pharmaceutical Co., Ltd., the reporter saw that the company is also vigorously promoting the marketing model of dealer staff.

The biological veterinary medicine section of Zhongnong Yingtai Group also puts forward the model of setting up a provincial veterinary drug branch, and one of the partners is the management team that encounters development bottlenecks and lacks development resources such as brands, funds and superior products. Guo Wenjiang, chairman of the group, said: "this model is not a new model, we just transfer the model already used by other industries to the veterinary medicine industry." This model is a systematic project, there are many decisive factors, such as products, services, resource integration, market control and so on. To this end, in the process of cooperation between the two sides, Zhongnong Yingtai Group will provide the partners with technology, products, brands, funds and other aspects of support, so that the partners do not have to worry. "