渠道战：娃哈哈走过的大江大河

<P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>在销售模式上，以不变应万变是行不通的。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>日前，娃哈哈集团创始人、董事长宗庆后因病逝世的消息，不仅掀起了80、90乃至00后们的集体回忆杀，更引发了全国网友对宗老各种形式的悼念。一时间，娃哈哈的产品也再次迎来了抢购热潮。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>在线上，娃哈哈官方旗舰店抖音账号自2月25日（宗老师逝世当天）起，虽暂停了直播，但账号下店铺中的商品却卖爆了。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>根据第三方数据平台显示，在2月25日之前的四天时间里，娃哈哈官方旗舰店抖音账号的商品销量均为1000-2500，销售额为2.5万-5万。但从2月25日停播后开始，该账号的商品销量开始明显上升。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang> <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>28日，销量一度暴涨到1万-2.5万，销售额50万-75万，与27日相比，销量和销售额日涨幅均高达500%。其中，销量最好的产品不出所料是AD钙奶。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>3月1日，娃哈哈官方旗舰店发布声明感谢每一位支持娃哈哈的人，并建议大家理性消费，按需拍单，账号当天还下架了所有商品（现已重新上架）。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang> <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>而在线下，娃哈哈的销售也同样火爆。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>据杭州新闻联播报道，杭州庆春路上的某大型超市，2月25日傍晚开始，娃哈哈的商品销量就有了明显上涨。该超市值班经理表示，AD钙奶销量同比增长了100%，整体娃哈哈的销售情况，增幅也有20%-30%。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>绵阳日报也报道称，多地超市娃哈哈出现卖断货的情况。全国各地都有不少网友也在社交平台分享娃哈哈的线下销售情况。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang> <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>而娃哈哈这样异常火爆的销售战绩，上一次出现还是在十几年前。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>娃哈哈旗下最火爆的大单品AD钙奶，于1996年横空出世，一经推出便直奔巅峰，仅用一年时间就生产了10.7亿瓶，创造产值6.85亿元。2009年AD钙奶的销售额达到顶峰，直接超过30亿元。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>不只是AD钙奶，娃哈哈先后推出的矿泉水、非常可乐、营养快线、爽歪歪、八宝粥等产品，也是上个世纪90年代末期到2014年前后市面上的爆款饮料及食品。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>多款爆品加身的娃哈哈，在2003年销售额突破百亿，2010年达到500亿元，2013年不光创下了783亿元的营收巅峰，更是让宗庆后以116亿美元的身价在当年问鼎中国首富，成了国内消费市场名副其实的“饮料大王”。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>而在这样的高光时刻之下，隐藏着一个“大工程”，即宗庆后亲手搭建的“联销体”销售渠道管理模式，它就像人体的骨架一样，支撑起娃哈哈品牌做大做强。 <H4 style="FONT-SIZE: 18px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: COLOR: FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang 1.5; rgb(0,0,0); 700;>“联销体”模式创立史 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>娃哈哈的“联销体”销售渠道管理模式，简单来说，就是娃哈哈的产品到达全国各地的零售终端，要逐一经过各省分公司到一级/特约一级经销商、二级批发商/特约二级批发商和三级批发商的层层经销管理，这个模式就像一张庞大的“蜘蛛网”，整合了全国各地一流饮料经销商资源。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>但“联销体”这一模式的由来，并不是三言两语就能概括的，一切还得从头说起。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>1987年4月，彼时的宗庆后刚承包了杭州上城区校办企业经销部，一开始主要是代销汽水、棒冰及文具纸张，不久便被中国保灵公司看中，顺势成为其旗下中国花粉口服液的代理商，并成功带动了中国花粉口服液的销售。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>同年7月，在保灵公司产能不足的情况下，宗庆后以中国花粉口服液销货款和5万元银行贷款作为原始资金，筹建工厂为保灵公司代加工中国花粉口服液。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>当时的学龄儿童普遍面临营养不良的困境，在宗庆后点对点推销之下，不到一年的时间中国花粉口服液便实现了销售的量变。同时掌握了生产线和销售渠道网络的宗庆后，便开始了自主品牌娃哈哈的创业之路，联销体模式也开始萌芽。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>1988年，在浙江医科大学营养学系朱寿民教授指导下，宗庆后成功研发出娃哈哈儿童营养口服液。伴随着“喝了娃哈哈，吃饭就是香”的广告语，儿童营养口服液走红全国。1990年，公司产值突破亿元大关，宗庆后和娃哈哈也完成了资本原始积累。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>就像《大江大河》与《繁花》最终的剧情走向那样，到了90年代，我国个体经济也开始迅速发展，“杨巡”与“汪小姐”一个接一个地冒头，娃哈哈与时俱进，将新兴的小型个体批发商与市场大户结合，在这样的模式下，经销商数量虽然大幅增加，产品也加速渗透市场。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>但随之而来的是愈演愈烈的窜货现象，各个区域即使明确划分，但还是防不住一些批发商为了一己薄利，随意买卖，导致各渠道之间无法和平共处。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>同时，公司坏账也越积越多。“1993年前后，娃哈哈在流通环节被拖欠的货款达1亿元之巨，有一位经销商欠娃哈哈多达200万元，很多销售员跑市场最重要的工作便是讨钱清欠，连宗庆后有时候也不得不为此辗转全国，费尽口舌。” <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>在这样的背景之下，宗庆后于1994年首创了“联销体”模式。 <H4 style="FONT-SIZE: 18px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: COLOR: FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang 1.5; rgb(0,0,0); 700;>联销体模式的特色：制度明晰，权责分明 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>为了解决批发商拖欠货款的燃眉之急，宗庆后在联销体模式中提出了严格的“保证金制度”。主要面向一级批发/经销商，要求他们每年年底必须将该年销售额的10%作为保证金一次性打到娃哈哈账户，娃哈哈为此支付高于或相当于银行存款的利息，此后每月进货前经销商必须结清货款，娃哈哈才予发货。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>而针对窜货问题，娃哈哈特地明确了区域销售制度，规定在一个地区内只能有一家一级批发商的存在，并对区域的经销商进行仔细编号，详细说明每个编号人员负责的销售地区，一旦出现跨地区销售，那么整个区域内的经销商都将受到经济惩罚。并且针对各个地区的实际消费情况，娃哈哈对于各个等级批发商的批发价格与零售价格也有着不同定价，以充分确保各地各级批发商的利益。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>同时，娃哈哈也规定了各批发商的责任与义务。各一级批发商主要承担物流商的作用，负责仓储、资金和送货到终端等服务，并要管理每个地区内的二级批发商，二级批发商又要对三级批发商负责，以此类推。同时还要接受娃哈哈的定期考核，一旦有批发商考核不达标，就会取消其经销资格，并立即引进新的批发商。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>有考核当然也有激励，娃哈哈对批发商实行返利激励和间接激励相结合的全面激励政策。一方面，针对完成了既定目标的批发商，娃哈哈会给他们一大笔年终返利。另一方面，每年娃哈哈会根据市场实际推出各种各样的促销政策，提供一定比例的促销费用，并派出销售人员帮助经销商做好市场。各省分公司会派人帮助经销商进行市场细分、定位，指导铺货、理货以及广告促销等工作。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>多管齐下之下，娃哈哈既可以激发各级批发商的积极性，又保证了各层级批发商高于市场的可观利润，因而可以做到在促进销售的同时，而不扰乱整个市场的价格体系。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>因此，即便在面临大额保证金的情况之下，娃哈哈依然吸引了一大批优质批发商。到现在为止，娃哈哈所属的一级批发商已经超过一千个。在这样“你好我好大家好”的滚雪球效应之下，其他二三级经销商对娃哈哈品牌也有着极高的黏性。 <H4 style="FONT-SIZE: 18px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: COLOR: FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang 1.5; rgb(0,0,0); 700;>“联销体”模式也是一把双刃剑 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>联销体模式在娃哈哈的大力推行之下，以下几大优势很快便显现了出来，让当时的统一、康师傅、可口可乐等企业纷纷效仿。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>优势一：为企业良性发展提供了充足的现金流保障 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>正如《大江大河》中雷霆企业结局所揭示的那样，现金流关乎企业的生死存亡。在保证金制度下，大量一级批发商的预付款为娃哈哈提供了充足的现金流。让其不仅能偿还银行欠款，还可以用作新品研发、企业与产品宣传（娃哈哈在当时的营销宣传投入可以说是史无前例级的大手笔），在促进批发商们产品销售的同时，更有效规避了坏账、死账等，保证了企业的健康、有序运转和长期发展。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>优势二：降低窜货风险 加强了渠道成员间的友好合作 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>而严密细致的区域销售责任划分制度和奖惩制度，让各级厂商之间形成了“一荣俱荣，一损俱损”的利益共同体，保证了各自都有可观的利润，让渠道间的关系也变得更加融洽，有效避免了批发商们为争抢各自利益出现窜货与纠纷。这在根本上也能促进娃哈哈产品的销售和正面品牌形象的建立。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>优势三：强化了企业对供应链管理及市场的敏锐度 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>得益于联销体模式的高度系统性，娃哈哈对自身供应链的监管弹性也大幅提升，娃哈哈还特地建立了一套客户管理系统，对于供应链上的生产信息、批发信息、零售信息以及市场信息等都能有全面的掌握。一旦某一环节出了问题，娃哈哈总部能尽在掌握，避免了因消息闭塞而造成巨大损失与危机。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>那个行业才起步、饮料产品种类稀少的年代，得益于联销体模式，娃哈哈每推出一款产品便能快速成为市面上的爆款。其铺货速度更是惊人，有报道这样写到：“据说其生产的非常可乐，可以在不到一周时间就能从东北小镇铺到海南小渔湾。” <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>甚至那几年由于娃哈哈的发展势头太过凶猛，圈内还流传出了一句广为人知的话：“凡是娃哈哈在做的产品，最好不要做，因为已经没有暴利；凡是娃哈哈退出的市场，最好不要进入，因为已经没有利润。” <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>当然，任何渠道销售模式都不是百利而无一害的。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>随着时代的不断发展，市场上逐渐涌现出越来越多的入局者，快消品零售模式也发生了翻天覆地的变化，娃哈哈的联销体模式的局限性也日益显露。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>劣势一：渠道层级过长，推新难度加大 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>联销体的渠道层级链条过长，会大大削弱总部对渠道终端的掌控力，这在新产品的推广上体现得格外明显。靠批发起家的各级经销商更在意“快进快出”，而其下线终端又是天然拒绝卖新品，这使得娃哈哈的新品在渠道上推动起来较慢。这也是为什么，近年来娃哈哈也在坚持推出新品，但为大众所熟知的仍然是最初那么几个的原因。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang> <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>事实上，娃哈哈在新品开发上，向来就不缺执行力和敏锐的判断力。其很早就推出过健康类的新品，如维生素饮料“激活”，护眼饮料“晶睛”，身体管理的饮料“轻奈”等。如今被元气森林卖爆的外星人电解质水，早在20年前，娃哈哈便意识到这一品类可能会走红，并推出过电解质水产品。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>劣势二：总部高度集权，危机与问题处理滞后 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>在娃哈哈“联销体”中的全国几十家分厂与销售分公司中，至今都没有一个分厂或者销售分公司具备独立法人资格，即既无经营权，亦无资金控制权。所有的资金、分配权利全部都集中在总公司手中。而营销又由总经理直接管控，这些都容易导致各方渠道过于依赖总公司的力量，无法作为也缺乏主观能动性，一旦遇到问题层层上报也会导致丧失处理问题的最佳时机。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>劣势三：物流平台缺乏可能造成成本黑洞 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>在联销体体系中，所有经销商的货款都直接打到娃哈哈集团总部，而所有的订单则由娃哈哈总部销售公司统一分配给各分厂生产，并由分厂负责运输到经销商指定仓库。娃哈哈并没有一个统一的物流平台，其总部的运输公司只负责杭州生产的各种产品的运输，而各地的分厂则大多与当地的第三方物流公司合作。由此会产生各种“拼车”和“调运”问题，不仅加大了调度人员的工作量，随着每次调货利润会无形蒸发的同时，成本也充满不确定性。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>劣势四：线上渠道的冲击和价格优势的丧失 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>由于对联销体模式的过度依赖与“自信”，导致娃哈哈在面对电商新浪潮时迟迟不愿作出改变，虽然后来也搭建了OAO模式，将网店与实体店融合为一体化模式并和支付宝进行联合营销，三年前也开始在抖音卖货，但相比起早已布局线上渠道的农夫山泉、康师傅、统一等，还是落后了许多。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>再加上消费需求升级，从前以单品低售价吸引了不少乡镇消费者的娃哈哈，这一优势也随着城市化进程不断加快而逐渐消弭。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>除此之外，联销体的模式也会因为自身不断壮大而变得臃肿，内部腐败、经销商抱团、瞒报问题等现象也会变得日益常见。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>依靠联销体模式快速积累资本促成品牌量变与质变的娃哈哈，在风光了20来年之后，自2014年开始，其营收便下滑到了728亿元，且旗下引以为傲的AD钙、营养快线也在第二年陷入食品安全危机，给公司造成了高达70亿元左右的损失。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>受此影响，2015年娃哈哈的营收就骤降到了494亿元。此后几年，尽管不断尝试重振并涉足儿童服饰、奶茶、机器人等新领域，但营收始终在500亿元前后徘徊。2020年，受疫情影响，娃哈哈的营收又一次出现大幅缩减，只剩下了439.8亿元，跌到2009年的水平，创下近十年新低。 <H4 style="FONT-SIZE: 18px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: COLOR: FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang 1.5; rgb(0,0,0); 700;>结语 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>正所谓“成也渠道，颓也渠道”，在市场环境不断演化之下，没有任何一种销售模式是能历经万变而不变，并能始终带领企业勇立潮头。曾经一度将娃哈哈品牌送达行业巅峰、为整个食品饮料乃至快消品行业所推崇的“联销体”模式也不例外。只有不断地与时俱进，紧跟市场变化调整和优化销售模式与结构，才能让老树不断发新芽，并永葆枝繁叶茂状态。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>显然，在宗庆后老先生离世之后，渠道变革与焕新的接力棒交到了新任掌门人宗馥莉的手中，昔日饮料大王是否能重拾辉煌，还得看宗馥莉的魄力与决心。但眼下饮料市场不仅强敌环伺，产品品类更新周期也日益缩短，留给宗馥莉的时间已经不多了。 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>参考资料 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>严冬青:娃哈哈营销渠道管理研究.现代商贸工业,2019, (33). <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>北冥有渔(知乎作者):娃哈哈营销渠道分析 <P style="FONT-SIZE: 16px; BORDER-TOP: 0px; FONT-FAMILY: " initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: inherit; font-stretch: font-variant-east-asian: font-variant-numeric: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: PADDING-RIGHT: 28px; LINE-HEIGHT: LETTER-SPACING: 20px; 0px MARGIN: 2; WIDOWS: ORPHANS: BORDER-LEFT: PADDING-LEFT: PADDING-TOP: justify; TEXT-ALIGN: FONT-STYLE: PADDING-BOTTOM: rgb(14,14,14); COLOR: 400; FONT-WEIGHT: none; TEXT-TRANSFORM: BORDER-BOTTOM: WORD-SPACING: WHITE-SPACE: center; rgb(255,255,255) BACKGROUND: baseline; VERTICAL-ALIGN: BORDER-RIGHT: Arial; sans-serif, simsun, YaHei?, ?Microsoft STHeiti, SC?, PingFang>杨强：娃哈哈，还能撑到什么时候？首席品牌观察