Hier im Forum schon x fach diskutiert: wie sieht die Zukunft des Handels, speziell im Fahrradbereich aus? Ein spanischer Händlerverband hat jetzt eine Protestaktion in Form eines offenen Briefes gestartet – der Name teilt direkt mit worum es geht: Antichainreaction. Auf der gleichnamigen Website wird in mehreren Sprachen mitgeteilt worum es geht, die dazugehörige Facebook Fansite haben bisher 107 Personen geliked.
Auch der Vorsitzende der National Bicycle Dealers Association (US Händlervereinigung) meldete sich dazu auf Bicycleretailer zu Wort: „Without the service and safety advantages of the local bike shop, the public’s best interest is not served. We do urge retailers to work with companies that share their values, including distribution policies.“
Als Schuldige an der Misere werden Magazine und die Marken selbst gesehen – hier ein kurzer Auszug aus dem offenen Brief:
The magazines..? Yes! By publishing the advert from the low-cost online shop they are not doing any favour to the rest of the adverts from distributors that advertise the same product but at different prices. Because of this many shops and distributors are not advertising any more and as a result the magazines have less income from adverts and are in a critical financial situation, which can cause them to close in the near future.
The brands..? Yes! The brands are perfectly aware of the hard work from distributors to make a brand recognisable and, most importantly, give it prestige so it’s desired by the customers. The brands, knowing this, should never allow to sell their products in a low-cost online shop as this type of shop makes a profit from the hard work of smaller shops. This is unacceptable and we can’t allow it to go on in any way!
Der Lösungsvorschlag:
What can shops and distributors do to change this situation?
If all the small shops and distributors work together rewarding the brands that have the commitment not to be in big low-cost online shops and punishing the brands that want to sell anywhere no matter how, we would create two groups.
One group would be formed by the small shops and distributors who will give prestige to the brands through experience, advice, promotion an advertising. These brands value this hard work and would have the reward of being demanded for all the small shops that together place larger orders than one single low-cost online shop.
The other group would be formed by shops not committed to this cause, brands that don’t mind where and how their products are sold and low-cost online shops.
We are convinced that with the support of at least half of the brands the group formed by the small shops can completely change the status quo in a matter of two years, giving prestige to the brands that join this group and punishing the others.
The customers will gradually lose interest in the brand that no longer consider elitist or synonym of success and will have to choose between one group or the other.
At present the majority of successful brands have jumped on the bandwagon of the low-cost online shops in a race to be where the competitor is and thinking that not being there is a failure.
We must and can revert this situation convincing some brands that with the strategy that we propose the error is to be in the big low-cost online shop. This is possible but we haven’t done anything to change it!
Ein Teil der (moderierten und auf Händler beschränkten) Kommentare dazu liest sich anders:
http://antichainreaction.com/#respond
Wenn mehrere Marken wie gefordert nicht mehr Online verkauft werden – wird das dem lokalen Händler nützen sowie der Marke ein besseres Image bringen? Oder steigt ihr dann einfach auf vergleichbare Produkte anderer Marken um?
Kommt diese Initiative zu spät?