For this problem, I have worked as a wine channel in the supermarket for three years, and I have a deep understanding of this line. In this regard, I have compiled some detailed information to share with you the reasons.
Brand awareness is low and it is not accepted by supermarkets. The drinks sold in supermarkets are basically familiar brands for many years, or advertising network red brands. This kind of beverage is characterized by high popularity, strong enterprise strength and can be accepted by consumers.
Even if you can't name many names, they don't look famous, but if you look at the bottle of the drink upside down, you will find that this drink may belong to a famous brand. Therefore, in order to improve their own level, it is difficult for supermarkets to let small brands and imitation brand-name drinks in those areas enter the supermarket display shelves.
Barcode fees and display fees in supermarkets are high, and suppliers can't afford to pick up the goods. Entering the supermarket is not as simple as you think. A beverage needs to pay a separate bar code fee, even if the same beverage has different tastes, it will need an additional bar code fee to enter the market later. After paying the bar code fee, if you want to have a conspicuous and easy-to-sell position in the supermarket, you need additional diplomatic fees. These expenses, which are not well-funded large enterprises, are simply unbearable.
Local drinks are placed in supermarkets, so it is difficult to compete with big brands and the sales volume is low. If you pay all kinds of fees to the supermarket, you will basically lose money.
There are different types of supermarkets. Some supermarkets are special, not only small brands of drinks can't be found in them, but also well-known drinks are rarely found. Most of these supermarkets belong to imported supermarkets or fresh supermarkets. They have special purchase channels and signed many special cooperation agreements. Usually, they can only use imported drinks, such as foreign beer and foreign juice. Even domestic drinks are often the kind with relatively high prices. So many drinks that are often drunk in restaurants are almost impossible to find.
There are many other small factors, and different regions have different reasons. For example, as mentioned earlier, some empty bottles need to be recycled, and people who buy them in supermarkets take them home directly, which is more troublesome. What time is it, too?
These are the main reasons why many restaurants can't buy drinks in supermarkets. Generally speaking, supermarkets don't want to buy these drinks at all, and the two sides have no cooperation.
Why don't restaurants use the same drinks as supermarkets? The reason why restaurants use different drinks from supermarkets is essentially to earn more rent.
1. The same beverage, different purchase price, higher profit.
In the market, a bottle of 3 yuan drinks can only sell for 4 yuan at most in restaurants. If it is higher, it will easily disgust consumers. Therefore, if you want to earn higher profits, you can only control the cost.
The same 3-yuan beverage may cost 50 cents if it is bought from a big brand supplier, but it may only cost 20 cents if it is bought from a local manufacturer.
Most people go to a restaurant to eat a fast food. As long as the price is reasonable, they will not deliberately choose a brand and try it. Although the cost price is only 30 cents, if the sales volume is high, it will be a considerable profit.
2. Suppliers and hotels * * * win-win cooperation.
As mentioned above, suppliers of small brands have to pay various entrance fees if they want to enter the supermarket. Therefore, if such businesses want to open the market and increase sales, they have to target some small restaurants and grocery stores. Such stores have low requirements for drinks and do not charge suppliers, so suppliers are naturally happy to cooperate with them.
For small restaurants, using this drink has many additional benefits besides high profits. For example, at the beginning of opening a store, there is no need to pay for the goods at all. Usually, a salesman will take the initiative to come to the door and say that he will send a batch of drinks sold in the store for free. Even the refrigerator will be delivered free of charge, but the requirement is that only drinks produced by their manufacturers can be put.
In some hotels, when the capital turnover is not enough, you can also give the supplier credit first. Therefore, the cooperation between hotels and suppliers can bring many benefits and form today's market environment.