Importance of wholesale trade. Types of wholesale trade and wholesale enterprises

Organization of wholesale trade

Introduction

Russia's transition to a market economy calls for cardinal changes in the activities of all sectors of the country's national economy. Of particular importance is the formation of an adequate market model of the economic mechanism in the sphere of circulation and services, since it is trade, being the final link in the economic activity of market entities, that ensures effective satisfaction of the demands and needs of consumers.

The solution of this important task requires from trade not only the efforts associated with the realization of production value, but also the implementation of a complex set of measures that ensure the promotion of goods from producers to consumers.

Trade is a vast field entrepreneurial activity and the sphere of application of labor - received in last years new impulses for development, significantly expanding the "field and rules of the game" in the transition economy. Among the main directions of commercial and intermediary activities, the work on conducting wholesale trade comes to the fore. This work is the main form of expressing the essence of commercial and intermediary activities, contributing to the active regulation of the processes of movement and accumulation of products in space and time. Wholesale trade, being the most important link in the free interaction between the participants in the sale and purchase act, implements this act in large volumes and in large consignments of goods.

The concept of wholesale trade and its essence throughout the entire period of development of economic theory is the subject of influence and study. Opinions on this issue among representatives of science and practitioners do not differ too much, at least in key positions.

On the present stage In the Russian economy, wholesale trade is essential. It is wholesale trade that is an active conductor of goods domestic production and a sufficiently large mass of foreign products for the domestic market. It is wholesale trade that forces our producers to raise the quality of domestic goods in order to win a firm place both in the domestic and foreign markets.

Thus, the importance of this area of ​​activity of the enterprise does not require special evidence, since the role and importance of wholesale trade is clear to any entrepreneur. It should be emphasized the relevance of the question of the role and purpose of wholesale trade, which are most clearly seen when considering its functions.

In recent years there have been noticeable changes in the structure of the wholesale market. Thus, the share of former state wholesale and intermediary organizations has significantly decreased and continues to decline; at the same time, the share of new intermediary structures increased significantly. Increasingly, the tendency of domestic firms to complex consumer markets in neighboring regions is manifested.

In this regard, the current dynamics of the development of wholesale trade in perfect conditions and the prospects for its development are of particular interest.

The transition to market relations in the Russian economy puts in a new way and expands the possibilities of the enterprise as the main link.

Economic freedom as a condition and consequence of market relations makes higher demands on the level of management and economic activity of the enterprise. Knowledge of the economic and economic foundations of the functioning of the enterprise will allow you to properly build a management system. See the prospects for its development.

There is a need for an economic analysis of the performance indicators of the enterprise: turnover, gross income, distribution costs, balance sheet profit. Of all the listed indicators of wholesale turnover, it is of particular importance and specificity. In market conditions, the specifics of the economic analysis of a wholesale enterprise is due to the fact that the main attention in the analysis is transferred to wholesale enterprises.

Options for economic analysis of the wholesale turnover of the enterprise are quite diverse and require more detailed study.

Any enterprise in the conditions of market relations is constantly planning its activities. A wholesale enterprise is engaged in forecasting the value of the main indicators of its activities - profits, sales, costs, and others. Due to this topical issue becomes the methodology and approaches for calculating economic indicators for the activities of the wholesale enterprise, the features of their analysis and planning.

As you can see, the range of studying the issues of organization, wholesale trade is quite wide and is of both theoretical and practical interest. This is precisely the purpose of this scientific work, that is, the study of the theoretical, methodological, methodological foundations of the organization of a wholesale enterprise, and the practical work of an enterprise for the sale of goods and other aspects of commercial activity.

The object of the study is the activity of the Limited Liability Company "Rial - Plus".

To achieve this goal, an attempt was made to:

- theoretically show the need for wholesale trade at the present stage, reveal the main categories and concepts on this issue;

- in analytical terms - to give an organizational and economic description of the object under study, to analyze the financial and economic condition of the enterprise, to carry out work on economic analysis wholesale trade;

- in the advisory plan - to conduct an analysis, a feasibility study of the proposed measures to improve the activities of the enterprise, to identify the main reserves for increasing the wholesale turnover.

1 The essence of the organizational and economic mechanism of wholesale trade

1.1. The role and purpose of wholesale trade in the distribution of goods

The historical process of development of the commodity economy contributed to the isolation of the sphere of circulation and the separation of intermediary industries in it - wholesale and retail. Wholesale trade precedes retail, as a result of wholesale, goods do not enter the sphere of personal consumption, they either enter production consumption or are purchased by retail trade for sale to the population. The concept of wholesale trade and its essence throughout the entire period of development of economic theory is the subject of research and study.

Thus, some researchers propose to separate the interpretation of this phenomenon in a broad and narrow sense.

An extended interpretation means that the buyer does not purchase the goods for his own consumption, but for further processing or resale for profit. A narrow interpretation is associated with the activities of special commodity enterprises of domestic trade, with the participation of which an act of exchange is carried out between the seller and the buyer. Wholesale trade, being the most important link in the free interaction between the participants in the sale and purchase act, implements this act in large volumes, in large consignments of goods.

Another part of the scientists, in particular, Professor A. V. Zyryanov, proposes to consider wholesale trade in relation to macroeconomics and the microlevel of the economy. The macroeconomic aspect of organizing wholesale trade involves:

- study of the intra-industry composition of the sphere of circulation;

- analysis of species composition and structure wholesalers various areas economy.

The microeconomic analysis of wholesale trade covers the study of the internal organization of wholesale firms and enterprises.

Wholesale trade occupies an important place in the economy of market states, as it has a number of advantages for manufacturers:

a) delivers the goods without a significant change in their appearance– processors, resellers and large consumers;

b) unloads the manufacturer's sales departments, since there is no need to draw up a lot of invoices, invoices, accounting documents and letters and other documentation;

c) the costs associated with the sale of products are reduced, since instead of a large number of small retailers, deliveries are made to a small list of large wholesalers.

Thus, wholesale turnover is the total volume of sales of goods by manufacturing and trading enterprises, as well as by intermediaries to other enterprises and legal entities for subsequent sale to the population or for industrial consumption.

The role and purpose of wholesale trade are most clearly seen when considering its functions.

At the macro level, wholesale trade performs various market functions:

1. integrating - to ensure the relationship between manufacturing partners, sellers and buyers - to find the best channels for selling products;

2. appraisal - to determine the level of socially necessary labor costs through pricing;

3. organizing and regulating - to ensure the rational construction and harmonious functioning of the economic system with the help of impulses that stimulate structural changes.

The microeconomic functions of wholesale trade are transformed at the micro level into various subfunctions or functions of wholesale trade enterprises. Among them are the following:

- the function of economic integration of territories and overcoming the spatial gap;

- the function of converting the production assortment into a trading assortment of goods;

- function of formation of stocks for insurance against changes in demand for goods;

- price smoothing function;

- storage function;

- the function of refinement, bringing the goods to the required quality, packing and packing;

- the function of lending to its customers, especially small retailers;

- function of marketing researches of the market and advertising.

The functions of wholesale trade can also be divided into two types: traditional - mainly organizational and technical (organization of wholesale purchase and sale, warehousing, storage of stocks, transformation of the range of goods, their transportation) and new ones - arising under the influence of market development. The development of market relations contributes to the emergence of new elements in the activities of wholesale enterprises. For example, providing a variety of management and consulting services to its clients. The list of specialized services includes consultations on the operation of goods, especially technically complex ones, their repair and warranty service.

The organization of wholesale purchase and sale has been one of the most important functions of wholesale trade since, in the process of the social division of labor, it became an independent sub-branch of trade. When contacting product manufacturers, wholesalers act as representatives of demand, and when offering goods to buyers, they act on behalf of manufacturers.

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The main forms of wholesale trade are:

trade in wholesale markets;

wholesale shopping centers;

wholesale warehouses (bases).

Wholesale enterprises determine the forms of organization of their activities, guided by various factors. First of all, it depends on the specialization of the enterprise.

As noted earlier, wholesale trade is carried out by:

commodity producers;

wholesale commercial structures (enterprises specializing in servicing industrial enterprises; organizations that purchase goods for further resale, etc.);

authorized representatives of commodity producers and wholesale commercial structures;

exporters and importers of products;

intermediaries.

Naturally, the approach of each of the above enterprises to the choice of the form of their activities is different. However, it depends not only on the specialization of the enterprise. So, the specifics of the enterprise (i.e. trade in certain classes, groups, types of goods), financial potential, commodity turnover, market conditions in a certain territory, the availability of warehouse and retail space are also determining factors.

Commodity producers, in particular, choose the form of wholesale sales of products depending on the quantity, nature, range of products, etc. Thus, an enterprise that produces one type of product (for example, butter) and sells it in bulk lots often does not need to - sometimes it is enough just to transfer information about the sale of goods to potential buyers or intermediaries. And an enterprise that produces several types of products (for example, shoes), having equipped a showroom, can present samples of all available goods for sale.

Wholesale commercial structures specializing in the resale of goods of one group (for example, stationery) are interested in presenting the entire assortment to the buyer. For this, demonstration or trading rooms are equipped.

Some enterprises prefer trading floors, in which the goods are placed on the shelves prepared for sale in bulk lots and here is a sample of the presented goods with information about the goods.

Other enterprises choose to sell goods through warehouses. To do this, either on the territory of the warehouse or in another place, a showroom is equipped, in which samples of products sold are presented, where the buyer places an order. The seller's staff draws up the relevant documents and resolves the issues of order fulfillment.

Wholesale markets are preferred by those enterprises that specialize in the trade in food products. However, the choice of this form depends not only on the specifics of the enterprise, but also on the financial potential, commodity turnover, marketing strategy, etc.

Currently, catalog trade has already become widespread and electronic commerce is gaining popularity and economic attractiveness.

Let us consider the forms of wholesale trade in more detail.

1. Trade in wholesale markets.

The term "wholesale market" is used in two senses.

First, a wholesale market is understood as a legal entity that provides conditions for wholesale trade in a certain territory.

The second - the wholesale market means the place of trading operations.

It should be noted that at the federal level, the normative act that defines the rules for trading in the wholesale food market is the joint order of the Ministry of Agriculture and Food of Russia and Roskomtorg dated December 1, 1994 No. 292, 95, which approved the "Exemplary Rules for Trading in the Wholesale Food Market".

Both in the federal parliamentary act and in the draft law of the city of Moscow, the concept of "wholesale market" is used in two senses. In order to separate these concepts in this paragraph, we denote that the wholesale market is understood as the place of wholesale trading, and the concept of "wholesale market" "as an economic entity" will be replaced by the concept of "wholesale market administration".

As already noted, a number of enterprises carry out wholesale trade in wholesale markets. Consider the advantages of this form:

• one). In one place, goods of the same type are concentrated. Buying enterprises prefer to make purchases of goods in one place. The presence of one type of product in a particular wholesale market is a determining factor for making stable purchases of goods. This allows you to simplify and speed up the process of promoting goods.
• 2). Wholesalers are provided with a trading place in accordance with modern technologies trade. The company does not need to equip its own trading and showrooms - trading warehouses are already prepared for operation and equipped necessary equipment, it remains to conclude a lease agreement with the administration and pay the rent on time.

Rent of a trading place can be long-term or short-term.

In wholesale markets, there is also the possibility of one-time participation with daily payment of the cost of a trading place or a special market duty, differentiated by type of goods and paid on turnover. This form is attractive for enterprises selling seasonal goods; enterprises that want to sell small batches of goods.

3). Wholesalers are given the opportunity to temporarily store goods. As a rule, the seller leases trading place with storage space closed type, temporary storage facilities are provided for sellers of seasonal products. This saves the company from the constant export of unsold consignments of goods.

At present, wholesale markets are being “overgrown” with storage facilities operating in close proximity to the market territory. Moreover, the construction of new ones is carried out taking into account access to terminal complexes. Warehouse use common use allows you to reduce trade costs for the delivery of goods.

• 4). Auxiliary services operate on the territory of the wholesale market. This means that the issues of the delivery and unloading of goods within the markets, heat, energy and water supply, protection of the common territory, garbage and waste disposal, provision of weighing instruments, communications are not resolved by the seller. These services are provided by the administration of the wholesale market and system-wide services.
• five). Sellers and buyers are provided with information about market conditions and demand, both in this wholesale market and in other markets.

The collection, storage and transmission of market information (data on demand, supply, prices, quality, stocks of goods, exchange prices, exchange rates, regulatory framework, etc.) is carried out by the information service of the wholesale market.

6). Examination of quality and certification of goods on the spot.

A high place in the activity of the wholesale market is given to the system of certification and product quality control. Goods that have passed quality control are allowed for sale on the wholesale market, and such a test is provided by a specialized service of the wholesale market.

The following modes have been developed for the quality control system:

“direct sale” mode - an examination of the accompanying documents is carried out to determine their compliance with established requirements, the admissibility of the right to sell, and product identification is established in the accompanying documents;

"deferred implementation" mode - with the consent of the customer, the product is tested for compliance mandatory requirements in order to obtain documents giving the right to sell products under appropriate conditions and regimes for making a decision on selling products;

"voluntary examination" mode - provision of additional examination of documents or additional tests product quality indicators.

• 7). Wholesale market advertising. The administration of the wholesale market independently takes care of advertising the wholesale market as a place where buyers can purchase certain groups of goods.
• 8). Opportunity to combine wholesale and retail trade. It should be noted that the ideal model of the wholesale market does not provide for the implementation of retail trade. However, the rules of a specific wholesale market may provide for the allocation of special trading sections for retail trade, as well as set the time during which individuals are allowed to the wholesale market as buyers. Wholesale trade enterprises, selling goods to the population, increase their turnover.
• nine). In the wholesale market, there is a possibility to choose the scheme of relations between the seller and the buyer.

In accordance with the order of the Ministry of Agriculture and Food of Russia and Roskomtorg dated December 1, 1994 No. Nos. 292, 95 contracts concluded on the wholesale market are public, that is, those in which one party is always the seller who has assumed the obligation to sell goods to everyone who contacts him (clause 5.4). It follows that the price of a batch of goods with the same name from an individual seller, as well as other conditions of the public contract proposed by him in the wholesale market, should be the same for all buyers, except for cases when the law allows the provision of benefits to certain groups of buyers (clause 5.5).

The same document (clause 3.3) determines that wholesale trades are conducted, as a rule, on the basis of private relations between the seller and the buyer, in which the price and other terms of the transaction are determined on a bilateral basis through negotiations.

Currently, both schemes of contractual relations operate in the wholesale markets. Sellers determine the system of discounts depending on the size of the batch purchased by the buyer, that is, the prices for different batches of goods are not the same. In cases where the buyer requires a large consignment of goods, and the seller can provide it from his warehouse, the terms of the contract acquire some features, in particular, the price for the declared consignment of goods may change depending on transportation costs.

Under certain conditions, wholesale bidding may be conducted on the basis of an auction or competition. At auctions, the contract is concluded with the buyer who offered the highest price, and if competitive bidding is held, the contract is concluded with the buyer who fulfilled the conditions of the tender in the best way.

All the noted advantages of this form of wholesale trade are preferred by small and medium-sized enterprises specializing in the sale of goods in small lots. Commodity producers and large resellers participate in the auction through the scheme of authorized representatives or intermediaries.

However, for the possibility of carrying out its activities in the wholesale food market, and for the services provided by the administration of the market, the enterprise must pay the established fee in a timely manner. The proportionality of these payments and the costs that others would have to bear to realize all of the above benefits is the determining factor in choosing this form of wholesale trade.

It should not be forgotten that an enterprise engaged in wholesale trade in the wholesale market is entrusted with the performance of certain duties, which include:

carrying out its activities in accordance with the rules of trade established in this wholesale market;

ensuring the safety of the provided equipment;

compliance with the procedure and deadlines for reporting required for the information service of the wholesale market, etc.

2. Wholesale shopping malls.

Wholesale mall - modern form wholesale trade. This form of trading is often referred to as a "wholesale store". It is unlikely that the application of this concept is correct. The fact is that the “shop” is interpreted as “an enterprise producing retail trade or as a room in which retail trade is carried out”, and the essence of the wholesale shopping center is optimal combination store and warehouse, which is expressed in providing the buyer with the opportunity to purchase wholesale lots of goods on a self-service basis.

Let's explain with an example.

An enterprise engaged in wholesale trade in office equipment, stationery, equips a trading floor in which goods prepared for sale in bulk are placed on racks, shelves, showcases (that is, in appropriate packaging or containers) and a sample of the presented goods is displayed here with an indication detailed information about it. The buyer, on the basis of a visual acquaintance with the goods, independently forms his order.

This form of wholesale trade has its positive and negative sides. Benefits include:

• one). Opportunity to combine wholesale and retail trade. The essence of this advantage is to increase turnover by attracting various buyers. But, prerequisite for a combination of wholesale and retail trade is the presence of a license (if it is provided for by the current legislation) or permission (patent) of the relevant authorities to carry out these types of trade. In addition, for retail trade operations, cash registers are required.
• 2). Increased purchasing power through the use of a self-service system. From the point of view of psychology, this system has important tools to influence the actions of the buyer. These tools are:

freedom of access to all goods available at the enterprise. The buyer has a feeling of a “pseudo-owner” of the goods, which is an additional factor in the realization of his desire to purchase the goods;

visual contact not only with the sample, but also with the batch of goods. Often, packaging or containers are already a symbol for the purchase of goods;

the ability to adjust the order based on the provided inventory;

minimum order execution time.

The time for preparing an order depends directly on the buyer. Personnel are involved only at the stage of documenting trade transactions and making settlements.

3). The control over the cash goods is partially carried out by the buyer himself. In practice, this is expressed as follows: suppose the buyer wants to purchase 100 packs of goods. However, this product is supplied in a quantity of 80 packs and there is no alternative product substitution. Asking for the missing quantity, the buyer informs service staff shopping center, thereby acting as a "controller" of the seller's inventory.

In addition to the above advantages of this form of wholesale trade, the following should be added:

• but). The organization of a wholesale shopping center is associated with the cost of purchasing the appropriate equipment. Since wholesale shopping centers are built on a self-service system, along with the functionality of the equipment, presentability is also the main characteristic. As for the repair costs (major and current) of the retail space, it should be noted that they are much higher than, say, the equipment of a closed warehouse.
• b). Feature of wholesale shopping centers are organic product flows. This means that the seller presents a certain amount of goods on a certain trading area. If the buyer asks for a larger batch of goods than offered for sale, the enterprise does not always have the possibility of additional delivery of goods from the manufacturer. An enterprise that has chosen this form of wholesale trade needs to develop a clear policy in planning trade stocks.
• in). The complexity of conducting an inventory is one of the disadvantages of this form. In a retail space that is open to a large number of customers, it is difficult to conduct an inventory. To carry it out properly, it is necessary to restrict the access of buyers or stop it altogether.

This form of organization of wholesale trade is most attractive for small and medium-sized enterprises specializing in the sale of certain groups of goods in large assortment. In particular, these are enterprises engaged in wholesale trade:

food, beverages and tobacco products (fruits and vegetables, dairy products, edible oils and fats, meat, fish products, confectionery, coffee, tea, cocoa, spices, cigarettes, tobacco, alcoholic and non-alcoholic drinks, etc.);

textiles, clothing, footwear;

household appliances, products and equipment (home furniture, household metal utensils, lighting fixtures and equipment, household radio-electronic equipment, musical instruments, glassware, porcelain, ceramics, stationery, cleaning products, etc.);

pharmaceutical and medical products, surgical and orthopedic instruments and devices, perfumes and cosmetics;

building materials, hardware, plumbing and heating equipment and auxiliary materials (paints, enamels, fittings, sheet glass, etc.).

3. Wholesale warehouses, bases.

This form of wholesale trade is preferred by medium and large enterprises. The volume of trade turnover of these enterprises in itself is an indispensable condition for the organization of wholesale warehouses and bases.

It should be noted that this form has several schemes. In this paragraph, all schemes are considered on the example of Moscow. This city was chosen as a demonstration of all the features characteristic of this form of trade organization. In the conditions of a particular city, individual features may not take place. Illustrations of the schemes are given in Appendix 1.

The showroom and the office are located at a territorial distance from the warehouse (as a rule, the office is in the city center, the warehouse is outside the city). This solution to the issue of organizing wholesale trade is justified by the following factors:

the coefficient of business activity in the city is significantly higher than on the outskirts;

the costs of renting or purchasing storage facilities within the city limits are much higher than the costs of organizing storage facilities outside the city or not on the outskirts. Moreover, the enterprise cannot always find the required area in the city center;

the saturation of traffic flows outside the city is much less, which, in turn, facilitates the passage of the buyer's transport to the warehouse;

truck access to the city center is limited. When organizing the flow of goods, the enterprise must provide for the possibility of delivering large consignments of goods, while observing the requirements of the city authorities (payment of the appropriate fee, execution of necessary documents, etc.).

Showroom, office and warehouse are one room (usually within the city). This scheme seems to be the most economical for medium-sized enterprises. large areas are not required to ensure their turnover. Among the features are the following:

the possibility of acquiring one room of the required area within the city. Ceteris paribus, the cost of maintaining one room is less than the cost of servicing several;

Efficiency of registration and execution of the order - the buyer does not bear additional transportation costs, the waiting time for the order is reduced;

simplification of workflow - there is no need to issue additional invoices, it is possible to re-register the order if it is changed by the client;

mobility in the management of the warehouse service to ensure commodity orders.

This scheme is a combination of Scheme 1 and Scheme 2, the essence of which is the presence of an operational warehouse and an office within the city and a main warehouse outside. This combination seems to be optimal for large trading enterprises.

The economic attractiveness of this scheme is expressed primarily in the fact that the company has the opportunity to provide goods to different categories of customers. So, if the buyer needs small lots of goods, the goods are released from the operational warehouse, while at the same time, the buyer who needs large lots of goods is serviced at the main warehouse.

It should be noted that the costs of the enterprise for the acquisition of a warehouse of a large area within the city and outside it are disproportionate. Often, the total cost of acquiring a warehouse within the city that is necessary for storing a small batch of goods and a warehouse adapted for storing large batches of goods is much less than the cost of equipping one large warehouse.

In conclusion, we add that all of the above forms of wholesale trade can be used in combination. Thus, a large wholesale enterprise can carry out its activities through trading warehouses, wholesale shopping centers and wholesale markets.

Having described the main forms of organizing wholesale trade, I would like to consider the most common methods of wholesale of goods, which include methods of wholesale of goods from warehouses:

sale of goods with personal selection;

sale by written, telegraph, telephone and other orders;

sale through traveling dealers and mobile rooms of sale samples;

sale through auto warehouses.

Let's look at these methods in order:

1. The sale of goods with a personal selection of an organization or enterprise is practiced for goods of a complex assortment. Selection of goods is carried out in the halls of commodity samples. Here you have the opportunity to get acquainted in detail with the range of goods available on the basis by examining product samples, studying catalogs. In the halls of commodity samples, garments and knitwear, fabrics, hats and many other non-food and food products are exhibited. Goods are placed in groups and subgroups. Well-known and oversized items are not displayed in the product samples room, they must have stock lists and catalogs.

To place goods in the hall of commodity samples, wall and island slides, demonstration stands, display cases are used. The samples of goods laid out on them must be provided with labels indicating the name of the product, price, article number, as well as the name of the manufacturer.

The trade samples hall also houses the workplaces of merchants involved in the wholesale sale of goods. They advise buyers, accept applications from them for ordering goods, draw up a selection list or invoices, and study the demand of wholesale buyers.

2. The sale of goods by written, telegraphic, telephone and other requests is used when personal acquaintance with samples of goods is not required. This method of wholesale of goods is especially convenient when centralized delivery of goods to the retail network is widely used.

To facilitate the preparation of applications in stores for the importation of goods and to simplify their processing at wholesale enterprises, the bases carry out a preliminary distribution of application forms.

Merchants engaged in the wholesale sale of goods register buyers' applications in a special journal, check them in terms of their compliance with the concluded contract, clarify and draw up a selection list and an invoice.

Telegraph, telephone and telefax applications contain the same details as in written ones. They are subject to the same procedure for acceptance and execution as for written applications.

3. Sale of goods through mobile warehouses and traveling merchandisers.

Mobile warehouses are formed on the basis of covered vehicles. They are loaded with goods in accordance with the product range of stores where goods are delivered. Store employees get acquainted with the proposed range of goods, determine the need for them. The storekeeper accompanying the warehouse draws up an invoice and releases the ordered goods. They use mobile warehouses in the supply of goods to individual small retail trade enterprises, while freeing store employees from the necessary trips to sales bases and significantly speeding up the delivery of goods to retail trade enterprises. Delivery of goods to the store is carried out in accordance with predetermined schedules.

With the help of traveling merchandisers (traveling salesmen), many non-food and food products can be offered to stores. To do this, traveling merchandisers are sent to various trading enterprises, where they get acquainted with the range of goods, find out the missing ones and accept applications for them. Merchandisers are provided with albums, catalogs and brochures for goods available in the warehouse.

4. Mobile rooms for commercial samples - specially equipped vehicles, equipped with the necessary commercial samples, catalogs, albums. A merchandiser is assigned to the room of mobile samples, whose duties include familiarizing store employees with samples of goods, assisting in the selection of the necessary goods, and accepting applications for their delivery.

Along with the sale of goods, wholesale enterprises provide their customers with wholesale trading services, which, according to their purpose, are divided into:

technological (storage, sorting of goods, their transportation, etc.);

organizational and advisory (consultations on marketing research, etc.).

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2.2. Wholesale trade enterprises, their types and types

Before the transition to market relations, wholesale enterprises in Russia were divided into two groups:

1) state wholesale enterprises of the Ministry of Trade of the RSFSR;

2) cooperative wholesale enterprises of the Central Union of the RSFSR.

During the years of perestroika, a structural policy for the development of wholesale trade was pursued. The long-term goal of this policy is to ensure the market diversity of structures engaged in wholesale activities. The implementation of a structural policy in wholesale made it possible to fill the consumer market with goods, created conditions for accelerating the promotion of goods through distribution channels, and activated domestic producers.

Wholesale trade in market conditions should be more flexible, quickly responding to any changes in the economy. Features of the development of domestic trade and meeting the needs of the market in goods caused a typical and specific diversity of wholesale structures. At present, a network of wholesale trade enterprises of various forms of ownership and departmental affiliation has been created in the country.

wholesale enterprise is a reseller who acquires ownership of large quantities of goods for wholesale. Today, the rights of wholesale enterprises are significantly expanding. They independently determine their specialization, scope and area of ​​activity, functional orientation.

In the Russian consumer market, depending on the scale of activity, there are two types of wholesale enterprises:

■ wholesale enterprises of the first level;

■ wholesale enterprises of the second level.

Types of wholesalers

Wholesale enterprises of the first level- large wholesale structures of national (federal) and interregional scales. These enterprises should be the core of the entire structure of the wholesale trade. They must guarantee the sustainability and strategic stability of all wholesale trade. On the basis of the activities of these enterprises, commodity distribution channels are formed for large Russian producers, foreign manufacturers and suppliers of goods. Are being created favorable conditions to enter the foreign market of manufacturers-suppliers of domestic goods. Tier 1 companies include:

■ enterprises meeting federal needs;

■ interregional enterprises carrying out accelerated delivery of goods to remote regions of the country (regions of the Far North, Far East, etc.) - to organize an uninterrupted supply of goods to the population;

■ wholesale structures concentrated in historical centers of production of such goods as furniture, ceramics, crystal, textile goods, etc. Here, the development of production is uneven and wholesale structures are designed to ensure the rhythm of the process of commodity circulation.

The main organizational and legal forms of enterprises of the first level:

■ open joint stock companies (OJSC) with a large state stake in their authorized capital;

■ state concerns.

In the future, these enterprises of the national level will form the basis for the formation of commercial and financial and industrial groups, trade and financial groups, trade corporations, transnational companies, and unitary state enterprises of strategic purpose.

Wholesale enterprises of the federal level sell goods throughout the country. Buyers can be:

■ independent wholesale organizations second level;

■ large retail structures and their associations;

■ industrial enterprises.

The product range of wholesale federal enterprises should be formed taking into account the list of goods purchased for federal needs, supplying special contingents of consumers.

Wholesale enterprises of the second level- wholesale enterprises of the regional (intra-regional) level.

This is the main link of wholesale trade. These wholesale organizations purchase goods from wholesale structures of the federal scale and directly from commodity producers both in the location region and in the rest of the country. The main task is to bring goods to retailers and other consumers in the area of ​​​​its activity. They provide goods to regional commodity markets.

The second tier companies are:

■ independent wholesale structures of the regions of the country - independent, autonomous wholesale depots, warehouses;

■ dependent regional wholesale structures:

■ sales divisions of local industrial enterprises;

■ wholesale enterprises of consumer cooperation;

■ wholesale structures of local large retail organizations.

These enterprises operate in the form of economic partnerships (LLC) and joint-stock companies(OAO, ZAO).

At the regional level, various associations should become widespread. They can be formed in the form of valuable wholesale trading companies and voluntary wholesale and retail chains.

Each type of wholesale enterprises can exist in various forms.

Types of wholesale trade enterprises

There is a certain classification of wholesale enterprises, wholesale intermediaries according to various criteria.

I. By function

1. Universal intermediaries- These are merchant wholesalers or wholesalers, or wholesalers or distributors. They carry out the whole range of organizational and commercial activities. They buy goods at their own expense. Carry out transportation and storage of goods. Transform the industrial assortment of goods into a commercial one. Credit to consumers and advances to suppliers. Engaged in advertising and advisory and information services. They act as independent business entities that carry out a full cycle of purchasing and marketing operations with the transfer of ownership of the goods.

2. Distributors- firms engaged in marketing on the basis of bulk purchases from large industrial firms producing finished products. They also provide marketing and mediation services. These are relatively large firms that have their own warehouses and establish long-term contractual relationships with industrialists.

3. Specialized intermediaries concentrate their activities on individual functions:

■ information intermediaries;

■ information and contact intermediaries;

■ search intermediaries;

■ attorneys.

4. Information intermediaries(net), brokers, who do not have goods at their disposal, fulfill the conditions of sale dictated by the manufacturer.

Brokers specialize in a narrow range of goods.

brokerage firm- an enterprise that provides intermediary services to government and commercial structures, joint ventures, Russian and foreign citizens in the acquisition, sale and exchange of goods.

Broker- an individual - a commercial intermediary when concluding transactions between buyers and sellers on the commodity exchange. Acts on behalf of and at the expense of clients, receiving remuneration from them. Brokers search for interested sellers and buyers, bring them together, but do not participate in the transaction either with their own name or with their capital. The main function of a broker is to bring the buyer to the seller and help them negotiate. The broker does not hold inventory, does not participate in financing, is limited in taking on risk.

Brokers have information about market conditions, purchasing and marketing opportunities. They maintain a high rate of return on their operations.

5. Information and resellers contribute to the establishment of economic relations between suppliers and consumers.

So, commission agents look for partners and sign contracts on their own behalf, but execute them at the expense of the seller or buyer.

6. Search intermediaries- These are agents of industrial firms that are looking for potential buyers of goods in certain regions. They are often referred to as sales agents. This is a company or persons that act on the basis of contracts of agency or simple mediation. They are designed to facilitate the conclusion of supply contracts on behalf of the manufacturer.

7. Attorneys is a company or persons acting on the basis of a commission contract. Sellers or buyers involve intermediaries in transactions on behalf and at the expense of the principal. The terms of reference of the attorney in terms of commercial transactions are stipulated. The manufacturer must reimburse all costs of attorneys and pay remuneration.

II. By subordination

1. Independent intermediaries- act as buyers, that is, they acquire goods on the basis of a contract of sale. They become the owners of the product and can sell it at their discretion in any market and at any price. The relationship between such intermediaries and manufacturers is terminated after the parties fulfill the supply contract. These intermediaries are called differently in different countries - merchant wholesalers, wholesalers, distributors, contract traders, concessionaires, etc.

They play a leading role in wholesale trade. For example, in the US wholesale trade over the past 15 years, they account for 78% of the total number of wholesalers and over 50% of the volume of wholesale trade. They take on a high share of commercial risk. Independent wholesalers are wholesalers with a full range of trade and intermediary services.

It is advisable to use independent intermediaries:

■ when introducing a manufacturer to new sales markets;

■ when working in the main market to create competition with the sales divisions of the manufacturer;

■ to oust competing firms from the market;

■ - if the manufacturer cannot independently carry out a complex of trade and intermediary services. Traders specialized in wholesale trade

enterprises in Russia should form the basis of a system of wholesale structures in the consumer market. Their main task is to create conditions in the middle link of commodity circulation for large producers and retailers to enter the market. It can be:

■ wholesalers specialized in certain goods;

■ one-stop wholesalers. Independent wholesale enterprises specialized in wholesale trade should become the main ones in the Russian consumer market. They can sell both individual groups of goods and goods of a universal range. These wholesale structures account for 50-60% of the wholesale turnover of consumer goods.

2. Formally independent intermediaries. They appeared in connection with the desire of manufacturers to include these enterprises in their production and sales cycle through a system of contracts.

The following types of contracts are used:

■ contract-commission - is concluded with trusted or commercial agents;

■ commission agreement - defines the powers of commission agents;

■ simple mediation agreements. Let's take a closer look at agents.

Agents do not take ownership of the goods and perform only a limited number of functions, facilitating the sale.

Agent types:

■ manufacturing agents;

■ sales agents;

■ purchasing agents;

■ trade (commercial) agents. Producer agents represent two or more manufacturers. They conclude an agreement-commission regarding the price policy, the boundaries of activities, delivery services, and the amount of remuneration.

Trading (commercial) agents are individuals or legal entities acting on behalf of an intermediary as a trustee. They are authorized to perform economic, financial, trade, commercial, economic operations, to carry out orders in the interests of the company.

Commercial agents study the market conditions of goods and consumer demand, promote wholesale purchases and sales of goods, and engage in the sale of goods and sales promotion in the market. They can negotiate on prices, assortment, delivery methods. They do not have ownership of the goods. Payment -■ commission.

Authorized sales agents are intermediary wholesale structures that do not use the transfer of ownership of the goods to them. They are dependent intermediaries. They work on the basis of fixed-term and indefinite employment agreements. Activities are not limited by territorial boundaries. They significantly influence the price policy, the terms and conditions of the sale of goods.

Dependent intermediaries - sales agents - include consignees and brokers.

Consignees are intermediaries that have their own warehouses and work by agreement.

The seller delivers the goods to the warehouse of the consignee, and he is obliged to sell the goods from the warehouse on his own behalf, but at the expense of the seller by a certain date. Thus, the seller credits the consignee for the period of sale of the goods.

Brokers - firms or individuals who are looking for interested sellers and buyers, bring them together, but do not participate in the transaction either with their own name or with their capital. Brokers are well informed about market conditions. Brokers do not hold inventory, do not take part in the financing of transactions, and are limited in taking on risk.

Brokers usually represent a buyer who pays them a commission. Working with a broker is important where buyers are willing to buy a product during a period of glut. this product at a low price or in need of urgent deliveries.

III. Wholesale organizers

They are an important element of the market infrastructure. The main task is to create conditions for the organization of wholesale trade.

The organizers of the wholesale turnover include wholesale fairs, commodity exchanges, wholesale food markets, trade and industrial exhibitions, commodity auctions, auctions.

wholesale fairs is a progressive form of wholesale purchases of goods. There are wholesale fairs of international and national scale, and regional (local) wholesale fairs. They are not independent subjects of wholesale trading activities. At wholesale fairs, transactions are made for the purchase and sale of goods of a complex assortment. Wholesale buyers make purchases for the retail trade network on the basis of individual selection. Fairs are a periodically operating market that meets regularly in the same place, at a certain time of the year, for a certain period.

Commodity exchanges - special kind permanent markets where purchase and sale transactions are made for bulk raw materials and food products. Moreover, these goods are qualitatively homogeneous and interchangeable. Goods are sold according to samples, without their presentation and inspection.

Wholesale food markets occupy an intermediate position between the wholesale fair and commodity exchange. These are commercial economic structures that organize the sale and purchase of agricultural raw materials and food products in certain places and according to established rules. The system of wholesale food markets is designed to ensure year-round uninterrupted supply of quality food to the population and form specific economic structures. Markets provide standardization, certification, sanitary and veterinary control over the quality of agricultural products and livestock sold.

Commercial and industrial exhibitions- a periodically operating market, which aims to show scientific and technological achievements. Here it is allowed to make commercial transactions according to the exhibited samples. Types of trade and industrial exhibitions:

■ short-term;

■ mobile;

■ permanent exhibitions of samples.

Commodity auctions- specially organized, periodically operating in certain systems markets, where goods are sold by public auction at a predetermined time and in a specially designated place. Moreover, these goods become the property of the buyer who offered the highest price. Goods must have individual properties. Buyers can preview them. The sale of goods can be carried out either by the owner or by an intermediary. Auction trade can be wholesale and retail.

Stages of the auction:

■ preparation;

■ inspection of goods;

■ registration and execution of the auction transaction. Lot - consignments of goods, sorted on the basis of uniformity of quality and intended for auction sale.

Bidding is a way of purchasing goods, placing orders and issuing contracts. Here there is an attraction to a certain, predetermined period of proposals from several suppliers. The contract is concluded with those of them, the offer of which is most beneficial to the organizers of the auction.

Types of trades:

■ open - all willing firms participate in the auction;

■ closed - only certain firms are invited to participate in the auction.

Bidding stages:

■ preparation;

■ submission of proposals;

■ choice of supplier;

■ signing a contract.

Tender - a notice of an upcoming auction, or a set of tender documentation, or an offer to participate in an auction.

The long-term goal of the structural policy for the development of wholesale trade is to ensure the market diversity of structures that carry out intermediary activities.

Structure of wholesale intermediaries

I. Wholesale and intermediary firms:

■ wholesale and wholesale and retail trade chains;

■ independent distributors;

■ agency firms;

■ brokerage houses;

■ trading houses;

■ dealer firms;

■ commission houses;

■ purchasing cooperatives.

II. Organizational commodity markets:

■ fairs;

■ commodity exchanges;

■ auctions;

■ wholesale markets for agricultural products.

III. Trade and service companies:

■ public warehouses;

■ firms providing forwarding services.

IV. Leasing companies.

V. Information and reference organizations:

■ marketing research centers;

■ information and commercial telecommunication networks;

■ credit reference firms.

VI. Organizations that ensure the purchase and storage of goods for state needs:

■ state reserve warehouses;

■ state contract corporations.

Both the production of goods and the restoration of the whole variety of economic ties in the country depend on how wholesale trade develops.

World practice has identified the following types of wholesale trade:

· trade through the wholesale purchasing network, which includes stock exchanges, fairs, auctions, wholesale food markets. Procures crops, raw materials and other goods to be stored, such as grain, cotton, wool, metals, scrap metal. It is necessary to constantly monitor changes in market conditions (exchanges, exhibitions, auctions) to reduce the risk associated with price fluctuations;

trade through direct industrial relations. It usually connects two consecutive stages of the production process, it is of particular importance in the trade in ferrous metals and steel;

wholesale trade in raw materials and materials. This type wholesale trade includes:

♦ wholesale trade with centralized delivery of goods. The wholesaler supplies goods to retailers and provides them with extensive services;

♦ wholesale trade with the receipt of goods from the supplier. The customer of the wholesaler, retailer or large consumer picks up the goods themselves;

wholesale trade (Cash and Carry) with cash payment before acceptance and transportation of goods by the buyer (wholesale trade in the form of self-service). This type of wholesale is made to regular consumers (retailers, owners of restaurants and canteens), who complete their orders in a warehouse in a self-service form. Payment for goods is made in cash (cash) the client loads and exports the goods (carry) independently (self-delivery). For example, a retailer can independently purchase the required daily amount of vegetables and fruits at the central market on a daily basis; restaurants perform a similar operation by purchasing batches of vegetables, fish, meat, etc. at the markets;

Wholesale from shelves (RackJobber). Large retailers provide the wholesaler with shelving or shelving space. The trader, at his own expense, carries out the current filling of the racks, as a rule, with simple goods and takes back unsold goods. In this way, he relieves the burden on the retailer and complements his assortment.

The assortment distinguishes the following types of wholesale trade:

· Wholesale of a wide range of goods. In a wide and in-depth range of different product groups, the consumer finds an offer that meets his demand, for example, wholesale of food products;

· Specialized wholesale trade. The wholesaler forms a small but in-depth range of goods of different quality of one product group and thus provides the consumer with a wide choice of goods.

Following the requirements of the commodity producer, the structure of the wholesale link develops on the basis of the allocation of its composition:

· enterprises specializing in wholesale trade, carrying out a full range of purchasing and marketing operations with the transfer of ownership of the goods to the wholesale link;

Intermediary wholesale structures that do not use in their activities, as a rule, the transfer of ownership of the goods to them (enterprises-brokers, sales agents, commission agents, etc.);

organizers of wholesale turnover who do not work with goods, but provide services for organizing the wholesale turnover of goods (fairs, commodity exchanges, auctions, wholesale markets).

In a real market environment, there are a number of varieties of enterprises that differ in specific organizational, technical and technological functions, and the scale of activity. The most significant include:

· commercial intermediary firms - wholesale enterprises engaged in wholesale trade at their own expense and with the attraction of loans both from their own warehouses and from the warehouses of manufacturers and other wholesale intermediaries;

Wholesale depots are enterprises that organizationally unite warehouses specialized in the technical characteristics of processed products, with unified energy, transport and other communications, as well as centralized forwarding, support services, management apparatus that organizes the storage and shipment of products;

commodity exchanges - organized markets for exchange goods with established rules for admission, fixed membership;

wholesale stores - wholesale enterprises that are as close as possible to the buyers of products;

trading houses - brokerage firms that carry out transactions with real goods at their own expense or at the expense of manufacturers, consumers or other wholesale enterprises;

· fairs-exhibitions - short-term wholesale markets periodically organized in a specified place on the basis of inspection of samples of goods;

auctions - special markets created in certain places for the sale of goods with individual properties through public auction;

Brokerage firms (firms, brokers) - intermediary trade enterprises acting in the interests of their clients at their expense (receiving a commission for this) and in their own interests at their own expense;

dealer offices (firms, dealers) - intermediary enterprises (legal entities or individuals) performing at their own expense and on their own behalf operations for the transfer of securities, currency and precious metals;

Table 5.3

Species diversity of wholesale organizations