Diplomacy of the Road: Integrated Dealer
Diplomacy is facing dealers is the first product "market delivery person," regardless of the "midwife" means an external (trade company) or within (Direct company), its methods are the same.One can not deal with external business partner relationships, the same can not deal directly managed the company's employee relations.
Integrated dealer resources diplomacy, the only three ways:
1. Select channel mode:
From A to E distribution model embodies five manufacturers involved in channel management in depth, also means the degree of power control channels.Model A and B are typical of the type used dealer distribution of resources, exclusive distribution, however, appeared off the big bullying the store, do not abide by rules of behavior, in a number of distribution mode will still be there, but it is probably more difficult Chuli exclusive distribution.Model C and D in addition to distribution companies or distributors responsible for payment, logistics functions, sales management, market development, promotion of the functions of the business entirely by factory workers control.Model E is the factory direct sales direct way for the terminal.
2. The establishment of rule-based strategic partnership.
Whether in the factory distributor, many dealers, distribution, distributors should be in line with the same principle, manufacturers only have to take it a different distribution model lies in the control of market reached, the sole distributor of splitThe reason is simply that some other distribution mode strategy is easier to implement, that's all.
The rule is the so-called contract.Dealers contract is the only criterion vendor relationships, both parties must ensure the integrity of cooperation under the rules of the contract.Only in this way, a strategic partnership was able to establish.If the contract because it is the format, you need time out, not needed shelved, is eager to make some "thick black means" black-box operation, it is impossible to guarantee a stable and cooperative relations.
3. Based on market objectives, the communication mechanism.
There are many manufacturers of communication theory, techniques, but the core must be only a support for the goal on the market! Only goal in the common market, communication between the two that have the actual combat, rather than engaging in "eat and drink" stuff.A clear target market the benefits of cooperation from the very beginning a clear future, both sides are to reach the market around the goal to find a solution, to avoid unnecessary disputes.If both goals in the market can not reach agreement, then parted ways as early as possible.
Cutting soldiers Road: closed channels
Dealers Ye Hao, distributors Ye Hao, distributor Ye Hao, manufacturers spent a lot of "carrot and stick" measures to achieve their management and control: post-marketing system, rebates, market quality assessment, co-marketing overhead, etc., but these were not really get the rules to allow these merchants.Wahaha so-called closed distribution channel model, with an endless occupation of dealers operating capital and inventory practices, dealer behind the frequent replacement of the sales downturn there is the "collapse and disappear."
Dealers are factory direct transaction object, but will focus on operation of the dealer's control, management, just past the era of extensive marketing style, the terminal has been unstoppable in the channel to become the new realities of the modern commodity circulation before aorticstrengthen the management and control of the dealer is actually endless wrangling disputes for various expenses.
Closed channels, the following two main elements:
1. To the terminal point of complete coverage of the core design of distribution model.
In principle this should be established: the need to obtain the terminal point of the entire, with listing and promotion of products on display as the first cost estimates, rather than traditional advertising, dealer purchase incentives, purchasing gifts (gift) goods.Complete coverage is a process all channels, the duration of 30-90 days in between the terminals into the strategy and program is the first product promotion services.
2. Dealer distribution of functions.
No matter what type of distributor, distribution rights for products that fulfill the following conditions for the first four functions: finance, distribution, inventory, customer intelligence; as promotion, service, information by the manufacturer and distributor of the three functions together to build a managementplatform.This will define the responsibilities of both parties is clear, as to jointly develop the market, lay a solid foundation to fight competition.
Establishing the distribution system is the core work of sales, this "Begin with the End," thought the reverse operation is the fundamental way to achieve channel drive.The concept of closed channels is fully controllable flow of product Xiao Shou, to establish their own brand of logistics systems (from manufacturers to consumers Quan 过程) pipe control platform, and Bushi pair of competing brands blockade.This channel system is a prerequisite to achieve product sales.
Here occur the following costs: fees into the store, display fees, the first single reward customer intelligence fees, co-marketing personnel costs.Dealers are not a problem operating the core of other products, the key is dealer of this brand into the necessary financial, human, warm, and all sales of the product in the market, share of mind.Whether sales staff, partners or managers, the target to reach a consensus, it could naturally reduce the cost of investment promotion blindness.
Siege of the Road: create a strong terminal
In addition to direct-to-consumer "direct" other than the final sales of any product from the terminal, and especially the terminal circulation: large supermarkets (K / A stores), supermarket chains, convenience stores, etc., while the low speedconsumer goods, the traditional stores stores (mom and pop shops / grocery stores) is also a quick display of the product window.Therefore, in the terminal quickly reach and maintain high distribution rate is the key to open up the channels.
Create a strong end of the method the following categories:
1, goods display: shelves and in piles, side frame display;
2, special or bundling;
3, tally clerk and Purchasing Guide;
4, posters or printed coupons;
5, festival theme exhibitions and sales outside the shop.
The one hand, reflects the so-called strong sales pace, the other is the continuity of product promotion activities, characteristic.If Shulei shampoo but as the KA store sales will be Purchasing Guide conventional tactical weapons, actually evolved into great length the "terminal block" theory.In fact, Shu Lei or BONS spending a percentage of advertising fees from the charges for not more than P & G shampoo brand less.Is to bring strong strong sales terminals, not the reverse.
Fight the future terminal, the cost may be larger than the cost of advertising, and its effect is likely to decline.Then the general manager of Skyworth Yang Dongwen lamented that the sign 10 million yuan a month to sign too soft on staff salaries, and to channel TCL-leading weight-loss campaign is carried out quietly, all the beer companies to complete integration of regional markets (acquisition of competitors), the sales lady would be reduced immediately the number of sales with prizes attached to reduce the frequency of opening the lid or even canceled.
Terminal block strategy pattern, competition, future sales trends are not, in fact they had to do the curve line growth, its birth and success is precisely the thinking of strategic channel expression (in the case of proper strategy, simple common marketing practicescan also get decent results).But must understand that when the formation of the terminal promotional competition in the state of play against type, would not have a winner, but a resource war of attrition, for longer, more dangerous! Recognize the so-called low-cost terminal block is happeningvariation, the more clearly reflects the reality of the strategic significance of marketing channels and value.
Investment from the early exhibition, advertising investment to the second issue of contention, depth distribution, to end today, winning, KA is king, these are changes in market structure and competition in a product, not as a method of eternal significance,and changes in the market will still birth of a new sales channel models and methods.
Therefore, there is no effective way forever, only the strategy-driven approach to achieve effective channel breakthrough thinking is the eternal law!
"Swordsman" There is a kind of swordsmanship known as "Magic Power": seemingly unremarkable sword out, but they can shut the opponent's all tricks, and meet the understatement of the sword when opponents attack, then just point toopponents find the correspondence between the "Gate of Life" Department, Ling Duishou had stopped throwing the sword.Wisdom is respected in China, "there is no stroke victory strokes", and no trick is not no trick, no more than move, but the trend can be born because of enemy move, moves, natural enemy Vital close the mouths can refer to the smallestcost of defeating the enemy.
Sales is also a need to use wisdom does not force the battlefield: where we have a lot of experience in the Chinese market competition means channels such as price reductions, gifts war, Purchasing Guide (promotional Miss) war, dealers winkle war, second issue of the battle, the terminalBuy shop war ... ... and so on, have quickly become the market competition of attrition of resources, and even into battle to destroy the value category, and finally the golf bruised, battered.These are not strategic thinking sales channels generated melee!
Any sale of the core issues to be resolved are the channels, channel patency has become a marketing indicator of the outcome of any sales promotion tools are only acting on the channel can generate actual sales results.Take a channel structure for the fast moving consumer goods:
This simple process diagram where the channels can be deduced all sales:
1, from the factory-to-end consumers are all part of the channel;
2, the so-called channel model is chosen product areas and ways to reach consumers;
3 consumer behavior to the product's ultimate fate, it is through the sale point (push strategy) or through the dissemination of (pull strategy) culture consumer brand preference is the brand's core operations.
Based on the above three points, to explain the meaning of strategic marketing channels.
Sun Tzu said: "the army attack plan. Second, diplomacy, followed by the cutting forces, which under siege. Siege of the law, as a last resort."Battlefield competition rules also apply to the rules of market competition, which is to achieve the same purpose: to spend at minimum cost to maximize the results of the core ideas of strategic channel marketing is all about.We use a simple diagram to show the content of this thinking:
Here we will be products from manufacturers to consumers to do the marketing part of a clear definition:
First, actors are manufacturers.Means that we emphasize is that manufacturers in the sales channels and position in the leading role.
Second, business rules for sales purposes is 31: The sales of the four indicators for the core system, the purpose of sales and other indicators of origin, in turn, other indicators not only reflect sales, sales also serve to protect andpromote the role, but also between the four indicators of interaction, through an analysis of the four indicators of effective diagnosis of business problems point.
Third, at the operational level the goal is: the consumer of the product to various aspects of "steadily dismembered," clearly address the objectives of each channel link, to achieve these goals for effective purposes play a key role.
4, this target is taken "four strokes": cutting plan, diplomacy, cutting soldiers, siege.The four strokes must be combined, according to market competition, changes in the situation in a flexible step by step, always hit the opponent's pain, they can save their own losses or inputs.
In fact, set a strategic channel marketing concepts and methods, you can have two benefits: First, always able to find opponents weakness of the attack, which prevent the disruption of the Big Dipper blind waste of resources resulted; Second,strategies appropriate circumstances, the simple common marketing practices can also be achieved impressive results.
Therefore, we advocate forget the channel marketing strategy, strategic channel marketing research methods? There are three reasons:
1, achieved great success in the promotion of all cases of non-standard channels are not all the "Gate of Life."Such as Pepsi-Cola classic "No victories" of activities, to help pop culture, not only to spread the spirit of the Pepsi generation of personality, but also the success of the brand and packaging to achieve major change her face, LOGO, called a model of re-positioning.
2, there is not much new marketing approach things, innovation comes from a combination of techniques and timing.Here is stressed that any promotion must comply with the above three rules, in the weakness of competing products and continuing to fight courageously and sometimes a little creative approach, you can also get decent market record, such as the success of shampoo Shuleicase.
Understanding of strategic channel marketing approach is to build a sales promotion system of thinking, know these are also know why.Strategic channel marketing has included brand, communication, media, consumer promotions are the traditional "online" marketing content, is really all sales promotion tools to promote sales back into the examination system in the past against those to build brandimage in the name of the standard King-type style.
Cutting plan of the Road: move consumers
The best war is "not fighting the enemy," cutting the best plan is to develop market recognition license purchasing habits of consumers that the brand personality and loyalty building.Peter? Drucker that the marketing is to make sales to become unnecessary, because the purpose of marketing is to create consumer brand and product preferences, or prepare consumer state.Can approach the following:
Product features points of interest: such as Contac's "slow-release technology, continuing role", white with black in the "not sleepy during the day, sleep at night"; or USP (Unique Selling Proposition): If the brain 100 gold, "send (closing) ceremony would send Melatonin, "Robust pure water" 27 floor cleaning ", etc.;
Core values and brand consistency of visual beauty LOGO: If Haier's "sincere forever", Lenovo's "sunshine service" system;
Speed selling strategy: Some products have the functional benefits of light or fast enough to the core values of brand leveraging consumer behavior, especially the new products: such as Galanz microwave oven is to take sustained low price strategy, forcemotivate consumers to buy awareness, even during the great value to the incredible gift promotion tactics; the famous "water buy a diamond" fire sale 8 weeks, the water of life, TCL Mobile 4 years to sell precious stones such as the classic case of 8.0 billion;
Promote product re-use of marketing practices: such as snow beer "Another bottle of" Pepsi famous "No victories" promotional activities; printing coupons, such as KFC, McDonald sold through various distribution channels, consumer discountcoupons, Shanghai Hua fresh double (Kazakhstan lunch) in the can's (KEDI) and good friend Kim with two convenience store system of "Kung Hei Fat Choi, red packets and Kazakhstan to the" new flavors such as rice and discount promotions.
The core cutting plan is to change consumer brand awareness or promoting a purchase, the criteria for assessment is only one: whether the quick start selling?