Recently, reading the article, reading Mr. Feng Qi's thoughts about the dealer's destination, quite touched, combined with the current situation of major lighting manufacturers in the country to change the name of the dealer to the logistics distribution center, the current situation of dealers Comment:
The domestic market competition is becoming more and more international, and the sinking of the channel network has not only stayed on the verbal of manufacturers, but also many new affairs have emerged. This group of dealers must survive and develop to obtain their own maximum profit value; manufacturers must pursue the most lean in the fierce competition, the contradiction between the two requires relatively weak dealers to adjust, keep up with the times, so a distribution The serious issue of business transformation is clearly placed in front of us. Here, I would like to discuss the transformation of dealers in the new market situation from the perspective of dealers, in order to inspire and benefit all the dealers and manufacturers who are groping and confused.
Terminal interception, anti-terminal interception; channel sinking, build platform; manufacturers SALES enter the county, go to the countryside, occupy the town; in this series of marketing resources integration process, many dealers are marginalized, not a A distributor who does not have the right to control becomes a pure service provider. Of course, some unlucky ones have been completely revolutionized by manufacturers. The manufacturers face the cruel market competition. It seems that the dealers do not understand his heart, the implementation of the policy is not enough, the market is not refined enough, the network is not dense enough, etc., the mood of dissatisfaction is always one after another. As long as the two cooperate, this contradiction must exist to a certain extent. Throughout the wind and rain in the market, and understanding the laws of its development, we can generalize the transformation of the market to the dealers in the current situation. Three destinations.
1. New agent type: The dealers with innovative thinking continue to update their ideas, gradually consolidate their own strengths, build their own unique advantages, continue to extend their agency distribution rights through good cooperation with manufacturers, and transform into a new era of agency management. . Such dealers need to have the following elements, which are sufficient and necessary.
1) New ideas, can keep up with the changes in market competition, keep pace with the times, and carry out its own transformation and renewal in a timely manner.
2) People-oriented, establish the concept of human-management market, and change the traditional style of over-concentration on logistics and low-cost dumping.
3) Do your best and make a good position and choice in both overall advancement and professional depth.
4) Separate paths, survive everywhere, and be good at digging wealth from poor mines.
There are many manufacturers facing the crisis of competition, the trust and dependence on dealers are greatly weakened, and they often operate in the strategic market and even the second-tier market. This has left endless regrets for many dealers. However, for manufacturers that are rich in preparation, strict in assessment, and foreign to the local market, many small peripherals, suburban counties, and urban markets in the surrounding area are their soft spots, and the food is tasteless, and it is a pity to abandon it. If the dealer can learn from each other's strengths, establish their own marketing advantages in the periphery of the central city, and represent the corresponding brands that the target market needs, then the advantages will be established. Often the manufacturers will meet with each other and the benefits will not be thin. At this time, they pay attention to the brand and sales volume, the profit is not so strict, and it may be recognized by the company.
5) Focus on the contract, make a statement, establish its own business reputation and ethics.
2. Product distribution type: Some ideas are aging, and things are conservative, but dealers who work diligently, have a long history, and have relatively dense networks will be transformed into distributors by manufacturers. Such dealers face market competition and are helpless. They only know how to ask for policies, rush to give them a big price war, and do not earn money when they are in a hurry. As for the strategy of doing market, I don't know how to cultivate business people. I think it is a manufacturer's business or it is useless. Therefore, in the view of manufacturers, their diligent and pragmatic and distribution logistics system is the core element of their favor, so the two sides will find the combination of interests, and you earn the profit of distribution, I will manage and coordinate and develop and upgrade the market, the two sides complement each other. It highlights the basic principles of distribution according to work. The delivery platform system like Yili's slogan is this type of application, except that the size of the area is different.
3. Contracting service type: Some old dealers have been integrated and adjusted by the industry in the process of upgrading the competition in the industry market. This is the cruelty of the industry and the inhumanity.
For example, the dealers of many home appliance companies have done a good job, and the sales volume is also very impressive. However, in order to integrate the entire marketing resources, in the face of the industry's major reshuffle and meager survival crisis, the manufacturers have to promote their own unique operation mode, which makes a large number of dealers “heroes full of tearsâ€, which is also the helplessness of history and era. cruel. However, there are many dealers with ideas who continue to survive in the marginal industry, or marry the manufacturers, and represent their sales, after-sales service, repairs, or installations in the regional market. The manufacturer took out part of the profit but avoided some cumbersome sales services, thus focusing on the core of marketing.
The sales model of the market is constantly being integrated and replaced, and the original sales function of the dealers will gradually weaken. This is also an inevitable result of development, but then again, without dealers, the cost of the enterprise will increase by at least 20%, and the inventory will be at least Double the number of salespeople who need more than twice the current level and handle more than twice the variety of complaints and market pressures. At present, lighting companies vary in size, and dealers still have a living space. The biggest problem facing traditional Chinese dealers is “survivalâ€. However, the biggest obstacle to the survival of dealers is precisely the vagueness of dealers’ perception of self-market roles. If you do not adjust your business status in time, grasp the market initiative and optimize the cooperation relationship between the manufacturers, what will happen in the future, the situation is worrying!
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