With the beginning of the Second World War, governments came to the conclusion that storing goods alone is not enough, but sending goods easily and at the right times and with the right mechanisms to the points of sale and making the goods available is also of great importance. is Therefore, they went towards setting up a capillary distribution network for goods.
At the same time, in the 1940s, this issue was also taken into consideration in Iran, and between 1345 and 1355, governments and business elites made every effort to facilitate access to goods and services by using appropriate distribution networks. In this period, Ali Khosrowshahi’s family, as a kind of founder of the capillary industry, started to produce high-quality goods with different brand names by establishing Food Company (Mino) and considering the gaps caused by distribution and distribution, they thought of using the experience of the West, therefore the mechanized system Capillary distribution of goods started in 1950 and reached a relative maturity in 1953-1954 and became an inseparable part of Iran’s industry at the beginning of the revolution.
The maturity of the broadcast industry coincided with the Iranian revolution, and the companies felt the lack of raw materials as a problem that faced the production of goods, and the capillary sales system actually faced the obstacle of timely supply of goods. As a result, the government was forced to distribute quota goods in order to control and supply consumer goods, and here the broadcasting industry came to the aid of the governments and obliged them to send goods to the distribution companies through quotas under the supervision of the Ministry of Commerce and Economic Mobilization to deliver the goods to the monitored stores. send to the government and provide it to the consumer from there.
At this point, the infrastructures that had already been created emerged and distribution companies took on the serious task of sending goods to the entire country and target markets under the strict supervision of the ministries of economy in order to deliver consumer goods to stores and consumers during the war. At the same time, city and village stores were operating in the country, and large distribution companies sold goods through these stores, and along with them, Quds stores also supplied a large part of the goods needed by the consumer, almost all food and non-food products such as They also offered electrical appliances, cigarettes, etc.
After the war, the atmosphere of the country calmed down, and large multinational companies entered the country, and the broadcasting system underwent a major transformation, and computers and network systems were opened to the country. Gradually, with the development of IT and ICT infrastructures, the presence of computers and modern electronic systems increased the speed of capillary distribution, which is considered a turning point in the broadcasting industry of the country, because there many workers were hired in technology-oriented sectors, and students of computer and industrial fields They served this industry and in the 80s, large multinational brands that had the experience of fully mechanized product distribution in their countries – from fully mechanized product storage to sending products with different machines, receiving requests, etc. through computer and digital facilities. These experiences and facilities were gradually brought into our country and as a result, the concepts of marketing, market making, market measurement, market evaluation and research entered the broadcast industry and companies tried to get a larger share of the market equipped with the weapons of science and marketing concepts in the development of the industry. Therefore, from 2015 onwards, broadcasting companies created a rich culture for the supply and distribution of goods by hiring graduates from various universities.
In the case of drug distribution, the same thing happened in the country, and drug distribution companies were able to provide drugs to consumers during the war and after that, and fortunately, we did not face any problems with drug supply at that time, and all these services are due to the actions of the industry. It was broadcast.
In the same years, the bigwigs of the industry started the Association of Broadcasting Companies of Iran, and in other words, the broadcasting industry had an association to protect the interests of broadcasting companies, and today, any company that tries to get a license to distribute goods must get permission from this organization.
It is worth noting that 10% of the country’s workers work in the food industry, and behind the activities of all supermarkets and stores and many goods that are provided to consumers daily, there are complex and difficult operations with great concepts of marketing, commerce and sales. which makes the goods available to people.
We must say that the first and most important issue that is given importance in broadcasting companies is the issue of human resources, which is the biggest and most vital capital of these companies, which is engaged in various departments such as marketing, sales, commerce, warehouse, IT, logistics, etc. are working to provide the goods to customers in the shortest time and with the best quality. Therefore, we are facing a dynamic, stable and strong industry with the presence of a large number of human resources.
In addition, this industry is in a period of transformation due to the ever-increasing development of new concepts such as artificial intelligence, and today the statistics used in this industry are analyzed by artificial intelligence, and when we visit stores and sales centers, the result and performance of this The industry is evident, however, the general public does not have enough knowledge about it, and we hope that the media will perform well in the important role and task they have in the field of introducing this industry.