Tipos de mayoristas

Understanding Wholesale and Retail Dynamics

Definition of Wholesalers

• Wholesalers are companies that sell products or services to other businesses or organizations for their operational use, not directly to consumers.

• The size of a wholesaler does not necessarily exceed that of retailers; larger retailers like Mercadona or Inditex (Zara) can have higher revenues than wholesalers.

Characteristics of Wholesalers

• Wholesalers target other businesses as clients, which means they should be referred to as "buyers" rather than "consumers." This distinction is crucial in understanding the wholesale market.

• A supermarket is classified as a retailer, not a wholesaler, emphasizing the importance of correct terminology in business discussions.

Distribution Chain Insights

• In the supply chain for products like fish, the retailer (e.g., a fishmonger) sells directly to consumers while wholesalers operate between producers and retailers. This highlights the role of intermediaries in distribution.

• Various types of wholesalers exist within this chain, including agents and full-service wholesalers who manage different aspects of product handling and sales processes.

Types of Wholesalers

Full-Service Wholesalers

• Full-service wholesalers purchase products outright and assume risks associated with inventory management, such as deterioration or unsold stock. They provide comprehensive services including promotion and financing.

Examples of Full-Service Wholesalers

• Agrosegura is an example that sells machinery to farmers while offering additional services related to those sales, illustrating how these wholesalers operate beyond mere transactions.

• García Servicios y Suministros Industriales serves industries by selling supplies while maintaining a wholesale classification despite appearing retail-like at first glance; their clientele consists solely of businesses rather than individual consumers.

Understanding Cash and Carry Wholesale Models

Overview of Cash and Carry Operations

• The discussion begins with the distinction between full-service wholesalers and cash-and-carry models, highlighting that cash-and-carry businesses offer limited services compared to full-service wholesalers.

• An example is provided comparing Macro, a cash-and-carry establishment, to Costco, emphasizing that while they may appear similar, Macro operates as a professional self-service model.

• Only professionals such as bar owners or restaurant managers can purchase from Macro; entry requires proof of professional activity through licenses.

Services Offered by Cash and Carry Wholesalers

• Cash-and-carry establishments like Macro are evolving by adding services such as product preparation for customers who need specific food items ready for use in their businesses.

• While traditional cash-and-carry operations focus on self-service, some locations like Macro have begun offering delivery services, blurring the lines between pure cash-and-carry and more service-oriented wholesale models.

Types of Wholesalers

• The conversation shifts to other types of wholesalers including agricultural cooperatives which serve as intermediaries between farmers and distribution chains. These cooperatives help prepare products for market distribution.

• Alimer is mentioned as an example of a cooperative based in Murcia that facilitates the sale of agricultural products from local farmers to retail chains.

Pharmaceutical Distribution Models

• Fame (Hermandad Farmacéutica del Mediterráneo), another cooperative model in Murcia, allows pharmacies to band together for better purchasing power from pharmaceutical manufacturers.

• Fame's role includes negotiating with pharmaceutical companies and managing logistics to ensure efficient distribution to member pharmacies.

Agents and Brokers in Wholesale Distribution

• A different category of wholesaler is introduced: agents and brokers who do not take ownership of products but facilitate connections between manufacturers and buyers.

• Carlos Cebrián Fernández is cited as an agent promoting printing inks; his role exemplifies how agents leverage existing industry contacts to benefit both suppliers and clients without requiring extensive commercial networks from the companies they represent.

Commercial Agents and Their Role in Agricultural Trade

The Function of Commercial Agents

• Commercial agents serve as vital contacts for exporting or selling products, facilitating promotion and negotiation but do not engage in possession or ownership, thus avoiding associated risks.

• The association of commercial agents in Spain provides resources about their roles and responsibilities, highlighting the importance of understanding this figure in business.

Case Study: Juan García Lax

• Juan García Lax, a businessman originally from Murcia, emigrated to Germany around the 1950s or 60s. He leveraged his connections from both regions to build a successful representation company.

• His company has become one of the main buyers of agricultural products for a group called "lel," earning commissions on purchases made in Spain through his services.

Services Provided by Agents

• García Lax's firm specializes in sourcing agricultural products and connecting with local suppliers, exemplifying the essential functions that brokers perform within the market.

• Brokers also operate central offices and sales offices for manufacturers and retailers, playing crucial roles in product distribution channels.

Central Purchasing Organizations

• An example is Socomo, a purchasing organization that collaborates with Carrefour across Europe to procure goods. This entity acts as a wholesaler while also taking on some representation duties.

• Some wholesalers may assume ownership of products they sell; these entities can be owned by retailers themselves, indicating a blend between wholesale and retail operations.

Sales Offices and Cooperative Functions

• Various sales offices like Ancop provide services such as order processing and product promotion for clients abroad. They play an integral role in ensuring smooth transactions between producers and consumers.

• These cooperatives focus on delivering customer service while managing logistics related to product delivery, showcasing their importance within international trade networks.