You get the van, I'll buy Santala; you 2% rebate to dealers, I look back five %......, beings with marketing support, we have to ask manufacturers, you know you whom to support? And would you get to know the dealers are really need?
Who listen to the market in the end, who mastered the right to speak, is the company or dealer Yihuo not.
If not specially KA stores, many of the manufacturers in time to market, traditionally bullish distribution unit has a good sales network and local market relationships, while ignoring distributors (especially food distributor ) occupies a large number of wholesalers last stage the proportion of at least 70%, which at the end stage for more than 90% of wholesalers are workshop-style, extensive management, family-run shop everywhere, take the initiative to develop market awareness of difference. It is precisely because some firms did not see the wholesale level, these features are not, then start investment products such as the play: "the factory wholesale price than similar products," "substantial product rebates" and other banners, one-sided that they as long as the investment policy of using such agents to find products on the end of the story. Reason seems to be enough as long as profit margins and competitive products, agents can use in their market areas of its sound marketing network sales from their products.
Most did not, after vigorous investment followed by a slow moving, returns ...... even stop production. How the? Because the two sides attach importance to each other only positive side, while ignoring who is the main force fighting in the first-line market. Brand product sales have been so busy agent, together with agents with limited management, personnel and funding, it is difficult to main efforts into numerous and tedious work to the sales terminal. On the contrary, the dealers at all levels (including agents, wholesalers, retailers) as the flow of products in the market in a part of the road, and distributors work together to do a good job at all levels of enterprise channel management will grow to more brands .
"Willow" is not the dealer's true intentions! Only to find dealers really need to use the channel distributors to expand the market for quick advantage of the purpose or "win-win" is only vulnerable to the "Colorful bubbles."
What are the needs to support dealers, I believe that most dealers do a good job market, manufacturers need to nurture and guide consumption, especially of new products in time to market, manufacturers need support, because consumers buy it, and good channels for dealers to clear more, the product also will sell it!
This should note the following:
1, and actively help to expand the terminal market dealer, but not any mercy in the dealer's site.
2, actively helping dealers to complete distribution in place shelves, display, merchandising, marketing, etc., all efforts to promote sales.
3, dealer training, product knowledge from time to time organizations, marketing strategies, management principles, brand culture, etc, on the one hand the higher the distributors of the brand awareness and enthusiasm, on the other hand promote the ability of dealers to promote the market.
4, and distributors to maintain a positive and friendly communication, and seriously listen to their various proposals for the distributor market information and all kinds of views should be examined closely in time to improve all-round complete with dealer sales and marketing.
5, strengthen the regulation and management of the regional market, strictly prevent FALSIFYING.
Cross-regional FALSIFYING led to mutual bargain, the main reason for the vicious competition.
Causes of changing commodity from the market, primarily in major regional markets in the CIF big difference, in the interests of the driven, who can be contented to do! Therefore, to establish a sound distribution channel Market Supervise Management System, the Jian Yi manufacturers do not promise any rebate points and a unified CIF, this can effectively prevent the dealer because of the high anti-profit and privately cut prices to avoid price differences caused by The FALSIFYING, to maximize the protection of their interests, such as a Beijing food is the policy received a lot of results here. Implementation of the unified CIF, is a point with manufacturers face, on balance the interests of the overall market approach, that is, although in a regional market to increase the product cost of sales, but consolidation of the market order, to obtain the steady development of the overall market. Then, less the rebate to the dealer, how should its incentive policies embodied? Manufacturers must first figure out where, in addition to rebate or cash incentives, our distributors also need? Therefore, the cast is very critical of their requirements are cited one example: to achieve annual sales of 6 million yuan dealers, manufacturers by 1.5% rebate incentives, dealers should be 90,000 yuan. If the manufacturers put 90,000 yuan for the market, TV advertising, promotion and other aspects of the terminal, or to meet the dealer at delivery vehicles actually needed, perhaps more than the revenue generated by 90,000 yuan. The key of course, manufacturers want to sincerely return to dealers that have the spend needed most.
In addition, manufacturers distributors in addition to solving the most practical difficulties, we should also strive to enhance brand awareness and reputation!
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