快消资讯：为么香烟货源越来越紧张？好货都给了谁？
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这段时间，走访卷烟零售户，听到最多的一句：为啥货源越来越紧张？好货源都给了谁，为啥给我的烟<span style="color: black;">不足</span>卖？面对客户“牢骚”，笔者如此回答：“烟少，<span style="color: black;">大众</span>都少。这<span style="color: black;">没关系</span>，关键看卖烟价格，你对今年的烟价不满意吗？”此句一出，店主们异口同声：“比以前强多了！”当然，<span style="color: black;">这般</span>的回答远远<span style="color: black;">不足</span>全面，要让客户听得明白，<span style="color: black;">安心</span>满意，还需从以下四个方面给出答案。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">1</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">控烟履约乃大势所趋</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">众所周知，吸烟有害健康。尽管烟草是国家重要的财税<span style="color: black;">源自</span>，给国家经济建设作</span><span style="color: black;">出了不可低估的贡献。但在“国家利益和人民健康哪个更重要”的原则性问题上，后者无疑是正确的<span style="color: black;">选取</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">近年来，随着国家综合实力的<span style="color: black;">持续</span>增长，<span style="color: black;">尤其</span>是老<span style="color: black;">大众</span>生活质量的<span style="color: black;">持续</span>改善与<span style="color: black;">加强</span>，人们对<span style="color: black;">自己</span>的生命健康更加<span style="color: black;">注重</span>，戒烟者越来越多。加之中国加入国际控烟框架组织，必须用<span style="color: black;">实质</span>行动履行框架公约，减少卷烟产量和消费者，树立大国责任形象。<span style="color: black;">因此呢</span>，近年来，国家高度<span style="color: black;">注重</span>控烟工作。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">首要</span>，国家层面倡导禁烟，取消公务用烟招待开支，严禁“天价烟”；其次，烟草行业清理中小学校<span style="color: black;">周边</span>烟草零售点，让未成年人远离烟草，树立行业社会责任形象；第三，新修订的<span style="color: black;">宣传</span>法对烟草<span style="color: black;">宣传</span>的限制更加严格，<span style="color: black;">能够</span>说，<span style="color: black;">日前</span>除了卷烟零售店内<span style="color: black;">能够</span>张贴烟草<span style="color: black;">宣传</span>外，其他场所<span style="color: black;">包含</span>互联网全面禁止烟草<span style="color: black;">宣传</span>；第四，<span style="color: black;">有些</span>大城市出台最严“禁烟令”，扩大禁烟场所范围，加大罚款、惩戒力度。<span style="color: black;">同期</span>，卷烟包装上面的戒烟警示语面积达到三分之一。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">等等这些，都说明了一个不争事实：国家<span style="color: black;">起始</span>用理性的眼光、冷静地思维</span><span style="color: black;">看待烟草行业了，控烟势在必行，大势所趋。明白这些，<span style="color: black;">亦</span>就<span style="color: black;">晓得</span>国家<span style="color: black;">掌控</span>“两烟”生产规模、卷烟投放量的真正用意了。 </span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/44df2d3788a9437588732681c521527d~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728980746&x-signature=JE4ybVreU843bW8%2BirsDmnqEXm0%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">2</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">货源“稍紧平衡”好</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">任何商品的<span style="color: black;">营销</span>，都离不开市场。前几年，卷烟市场<span style="color: black;">为么</span>疲软，价格低迷，零售户经营<span style="color: black;">自信心</span>受挫？一个很重要的<span style="color: black;">原因</span>，<span style="color: black;">便是</span>卷烟货源投放<span style="color: black;">显现</span>问题。卷</span><span style="color: black;">烟营销层层压量，<span style="color: black;">引起</span>零售户库存积压，市场<span style="color: black;">显现</span>供大于求。对烟草行业而言，虽然完<span style="color: black;">成为了</span>销量任务指标，但市场的承受度是有限的，零售户卖不动，等于将烟草<span style="color: black;">机构</span>的库存转移到社会库存上面了。有的大户看似订了不少烟，但<span style="color: black;">营销</span>缓慢。为了资金周转，拉拢买主，<span style="color: black;">都数</span>明暗结合，违反明码标价制度，相互砸价，低价倾销，<span style="color: black;">显现</span>了大户<span style="color: black;">掌控</span>小户，<span style="color: black;">上下</span>市场，扰乱价格秩序的不正常现象。如此恶性循环，<span style="color: black;">引起</span>市场秩序不稳，价格波动频繁，真烟外流问题<span style="color: black;">明显</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">出了问题不可拍，<span style="color: black;">即时</span>应对<span style="color: black;">处理</span>之。国家局审时度势，强化源头治理，调控货源供应政策，强化大户监管，引导客户自律，治理真烟<span style="color: black;">违法</span>流动问题，<span style="color: black;">火速</span>就稳定了市场价格，提振了零售户的经营<span style="color: black;">自信心</span>。卷烟市场又呈现出一派活力。</span><span style="color: black;">所以，零售户虽然对货源供应不足有意见、有怨言，但心里还是高兴的，<span style="color: black;">由于</span>卷烟零售价格统一了，最起码<span style="color: black;">不消</span>赔钱赚吆喝！</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">3</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">行业发展<span style="color: black;">周期</span>的需要</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">笔者认为，烟草行业发展大致经历了三个<span style="color: black;">周期</span>：</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">第1</span><span style="color: black;">周期</span>，<span style="color: black;">亦</span><span style="color: black;">便是</span>计划经济时代，烟草行业规模小，卷烟产量低，市场供<span style="color: black;">不该</span>求，有的人为了购买好烟，还得找熟人批条子。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">第二<span style="color: black;">周期</span>，应该<span style="color: black;">处在</span>八九十年代，随着改革开放的深入、市场经济步伐的加快，烟</span><span style="color: black;">草科技的<span style="color: black;">持续</span><span style="color: black;">提高</span>，烟草专卖法的正式出台，烟草行业进入快速发展的黄金时期，卷烟产量突飞猛进、质量大幅度<span style="color: black;">提高</span>。<span style="color: black;">尤其</span>是近二十年，烟草行业实行工商分家、取消县级<span style="color: black;">机构</span>法人、卷烟打码到条、送货上门、网上订货、电子结算，烟草服务步步深入，卷烟市场<span style="color: black;">反常</span>活跃，零售户感受最深。<span style="color: black;">然则</span>，好局面<span style="color: black;">亦</span>会带来新挑战，工业企业产量越来越高，货源投放量<span style="color: black;">持续</span>加大，<span style="color: black;">引起</span>市场超饱和，<span style="color: black;">诱发</span>市场价格低迷，<span style="color: black;">营销</span>疲软。因而，到了现<span style="color: black;">周期</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">现<span style="color: black;">周期</span>，制约行业发展的<span style="color: black;">重点</span>矛盾不在是落后的生产力与日益增长的消费<span style="color: black;">需要</span>之间的矛盾，而是卷烟<span style="color: black;">制品</span><span style="color: black;">提高</span>等级和消费者多样化、个性化<span style="color: black;">需要</span>之间的矛</span><span style="color: black;">盾。时下，有的零售户说烟<span style="color: black;">不足</span>卖，常断货，其实，并非所有牌号的卷烟都<span style="color: black;">不足</span>卖，<span style="color: black;">都数</span>指市场反响良好的细支烟、低焦油烟、爆珠卷烟供应紧张，满足不了市场的<span style="color: black;">需要</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">由此<span style="color: black;">能够</span>看出，烟草行业经过三个<span style="color: black;">周期</span>的发展，到</span><span style="color: black;">了今天，依靠人口红利增长，仅靠数量型发展的路子行不通了，需要走高质量发展的新路子。 </span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/a8eb72f6a4d34b24892ff9bdd4bbf02b~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1728980746&x-signature=f6n8MDF82BzXijONN1ZYAxVEA0Y%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">4</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">市场化取向改革的需要</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">烟草行业受国家专卖制度的保护，这点无需质疑，现<span style="color: black;">周期</span>应该<span style="color: black;">保持</span>，不可动摇。<span style="color: black;">但<span style="color: black;">针对</span>卷烟营销而言，<span style="color: black;">不可</span>故步自封，一味的依赖专卖制度的<span style="color: black;">守护</span>伞，应该顺应潮流、与时俱进，自我更新，走市场化取向改革发展的新路子。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">事实上，烟草行业进行市场化取向改革，早就<span style="color: black;">起始</span>了。<span style="color: black;">例如</span>按客户订单组织货源、零售户户型等级<span style="color: black;">归类</span>、紧俏烟货源分配动态<span style="color: black;">调节</span>、示范店建设等等。这些都是市场化取向改革的<span style="color: black;">办法</span><span style="color: black;">过程</span>。目的在</span>于，优化市场资源配置，释放改革红利，<span style="color: black;">保证</span>卷烟货源投放更加公平<span style="color: black;">恰当</span>，更好地<span style="color: black;">守护</span>零售客户整体利益，促进烟草行业健康<span style="color: black;">连续</span>高质量发展。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">总之，卷烟货源是个<span style="color: black;">敏锐</span><span style="color: black;">专题</span>，多了不行，少了<span style="color: black;">亦</span>不行。但<span style="color: black;">能够</span>肯定地说：只要零售户有钱赚就行。在走访市场的过程中，笔者<span style="color: black;">亦</span><span style="color: black;">认识</span>到零售户的“三个担心”：担心烟价不稳，担心货源政策有变，担心违规大户反弹。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">这里</span>，笔者认为，经过<span style="color: black;">长时间</span>摸索实践，汲取经验教训，市场化取向改革的方向不会变，货源供应政策只能越来越科学，更加制度化、<span style="color: black;">恰当</span>化，卷烟零售的前景只会越来越好！只要广大卷烟零售户守法、规范经营，服从专卖管理，做到自律互助，就<span style="color: black;">必定</span>能开好店卖好烟，有利润！</span></span></p>
感谢您的精彩评论，为我带来了新的思考角度。
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