Typical cases】 【network devices in an enterprise at the tender, A Company of losing an accident.Have a formal vendor qualification can get a special single vendor to provide a longer term of service than the manufacturer ... ... all aspects of consideration, A successful are "iron nails" thing.To the emergence of B, so A "unexpected."A B two points at low prices to obtain the bid.
In the eyes of A, B are both filled with the kind of "what are selling, not selling anything" and "gray" channels.The reason why the "gray" because they walk in the margins of the manufacturers: Which companies will not get too close, not too far; they do not have any vendors have a formal agency agreement period; occasionallyan excellent source of sales figures ... ...
Smile on his face in B could not hang long, two days later, B received a phone manufacturer: B low bid because of serious damage to its price system, the lack of follow-up services will directly affect the ability of brand image, service is notto support; vendors agent has written to the message: B recommended products for various reasons, shortage of supply, can not guarantee supply.Manufacturers and distributors to B the message that: business yellow!Critical juncture, B lost the upper reaches of the refuge.
Subsequently, B was removed from the agent in charge know what was going on at: A strongly questioned by, and threatening to remove the agent condition, so manufacturers and distributors have had to sacrifice the interests of A.Although there are a good customer base, but the completion of Italian companies can not bet on "three years is not open, open to eat three" B-body.
"For their own reasons, can not be completed as appropriate about commitment, so the application of withdrawal." Placed in front of B, will be a new round of public relations.
Supplier shall establish a "fully supports the agency system"
】 【Root cause of the definition of the gray channel is divided into two types: one is the real gray channels, they are not a product of fixed agents, only customer relationships.Customers need and what they offer.Another is SI or ISV, they are fundamental for survival of customer relationships, the difference is that they have a main business, successful management team and a fixed scale of the company system, can well fulfill customer commitments.The latter downstream resources such manufacturer or distributor, it is a kind of high-quality resources, but also must fight for resources.
Maintain customer relationships is the basis for the survival of gray channels.But the so-called customer relationship that is relationships, which also follows the matrix management model, only horizontal, vertical, and the relationship between nodes are all sort clear, customer relationship can be described as "excellent.""Rule of man" has deep historical traces, due to increased complexity, non-fair competition are bound to the breeding of the soil occurs, change is more likely to occur.The tender sum up the experience, the more difficult it simple tender "fixed", the more detailed the more significant equity bids.
Team of companies in expanding cooperation partners, the distribution agent needs to sign the right, responsibilities and obligations of the cooperative agreement; but the sign Xingye agents, there is no volume, time constraints, and is basically a single license, Suo Yi B byauthorized various channels to get the possibility of very large, or very unlikely finalists, is not necessarily a "black households."Analysis of the reasons for its ultimate loss of shelter, from external causes, the manufacturers can not balance the interests of sales staff, unfair competition, and other formal channels will affect the final outcome of complaints; from internal factors, it does not rule out its limited capacity, manufacturers of their professionalof the need to re-assessment.
As manufacturers, distributors do not directly operate standard case, many downstream distributors through various sources that users will demand information, so competition will accelerate.In order to obtain better deals alone, fight alone, demolition orders, changing products must result in prices can not control, B can get cheap goods is not surprising.Dujiazongdai system in terms of price controls would be a little advantage, but if it is more than the total generation system, the products do for the release may appear to support three different dealer distributor vote in an underlying situation.At this time, even if successful brand established, whom do is a new problem.
However, winning will follow-up service only cheap lay hidden dangers, and finally pays the bill for the service is always the user.Dealers not making money, how to ensure after-sales service?In addition, the user's spending habits is whom to buy, who to turn to repair.When the manufacturer's warranty to develop a detailed procedures and processes, many dealers do not even the warranty card to the customer, after problems directly from the distributor to find manufacturers warranty.Once the dealer closed down or transitional poor management, customers and vendors can not find the means of communication, manufacturers must reduce the credibility of the brand, but it will be difficult to get follow-up orders.
Prescription】 【In essence, this is a channel management issues.Standing distributor of point of view, the agency signed a formal agreement is an effective way to avoid conflict.Whether distributors or integrators, signed a piece of paper, not only standardized, scientific and combing channel relationships.Meanwhile, the client also established the only exit.When only one voice, the brand image will be more clear.
Signed agency agreements, establishment of full support for the proxy system is also essential, otherwise the agency agreement will be useless.Not signed an agency agreement for dealers, distributors in the supply side must be strictly controlled, can not artificially create "gaps"; If you do not sign the agency agreement but there are orders, the total generation may introduce its own downstream co-operation to findpartners.Once the formation of their partnership, even if the downstream partners need to give special support in terms of price, they can find themselves by their consultations.The advantage of this is: on the one hand to ensure the interests of informal channels, avoiding the formal channels and a single gray channel grab the scenarios; the other hand, the establishment of a relationship and the integrity of downstream distributors.If there is no mutual trust, the downstream partner is not hundred percent sincere in following the extension agent to break drains.Gray channel is a short-term interests, and formal channels is a long-term benefits, the pros and cons of natural is not difficult to distinguish.
Why distributor partners only need to be responsible for the next level?Only from the business perspective, the manufacturer or distributor may only know the approximate downstream partners, and I believe most of the agent are not fully aware of the product sold 80% of where it leapfrog control is unrealistic, and unnecessaryThe.
With full support for agent system, when integrated channel and distribution channel conflict, the manufacturer or distributor should have the assessment capabilities.Learn more about the downstream partners in their business structure and after-sales, sales, technical, financial, intelligence and other aspects of information, coordination of who is going to end.Under normal circumstances, only one partner should support marking.When assessed the complexity, strength is comparable to support the number of not more than two are also up - to accompany standard exceptions.At this time, a good agent to act as "lubricant" role, must be given the same price, providing a fair environment, and ultimately who wins, or the customer have the final say.
】 【Expert consultation
Businesses improve their overall quality is particularly important
The tender mode of domestic bidding process determines the kinds of tragedies occur, so, unless they enter delivery stage, the tenderer should have a ready response "of losing" psychological preparation.Decided to tender, we should first distinguish between the case of large scale or small-scale tender bidding.According to industry and customer demand for different, have different standards for the tender.Large tender, if qualification required system integration, it will intercept a large group of "customer relations" bidders; and small tender, the purchaser will normally be through the "three-class" companies or open tender to operate, even though no firm biddersformal qualification, a letter of authorization as long as companies can still ensure that qualified for.This case, B can not get the ultimate support of manufacturers and distributor of a large part of the reason is not well pre-coordination and communication with the upstream.
In terms of the manufacturer or distributor and support partner is a tendentious, is the most basic considerations of user-oriented criteria - who communicate well with the users to whom to support.This is beyond reproach, because when two or three or more partners are said to be fixed up customer relations, vendors sometimes there is no way to measure, only when users want to express or implied, Which won the bid, the vendor may only support a fullone.
As long as people like to open shell companies, should have long-term development plan, one-shot deal not only fail to generate revenue may also be endless trouble.Therefore, in cultivating a loyal customer relationships, enhance our overall quality of the utmost importance.For a simple example, when the first open standard, the corresponding technical specifications need to change the scene, if not professional, who will write the tender?Little Office of the profession, but also to get users of all ages; only authorized users high, the upstream resources will be more, this is a virtuous circle.
Formal channels of interest should be protected
"Big woods, what birds are." Roasted seeds and newly established companies or the industry integrators are the root causes of conflict, their target customers are scattered and shot for a place.In terms of the formal channel, after a long period of cultivation, tracking, a high success rate of the bid ends up being another "pick peaches," is indeed a very depressing thing.But this is not terrible, manufacturers and distributors will ensure that the interests of informal channels.
Grey channel the impact of many ways the formal channels, because they tend to do some informal channels dare not act rashly things can occasionally throw a time bomb, and cheap is often one of the ways they do best.
Been able to win a low price, often because they cost in the calculation does not consider pre-service public relations and follow-up investment support spending, and this does not mean that they can get better prices than the formal channels to obtainbetter upstream resources.In addition to cost, and occasionally there will be a result of changing products for low-cost regional goods into the trade market, but only small quantities may be, because basically can not shake the interests of formal channels, they are generally bother to care, morelet alone go to war to find manufacturers decision.Consideration for its own business risk, gray channels generally do not purchase products in bulk.Even so, the largest single shipment there was a clear sign the market, once that happens, manufacturers and distributors to maintain their own rules of the game will blow through a variety of punitive measures.
Laissez-faire attitude is not a good approach, if manufacturers can not maintain a formal process of taking the goods, the price system to ensure a reasonable profit margin, the consequences will be loss of high-quality channels - which channel management, it is definitely a worth the candlethings.
Clear the "key" is the most important
B in this case can come from behind, possibly to clear the purchaser of certain key figures.In fact, both the A or B, should have a good customer relationship base.A difference is that a breakthrough may be comprehensive, and B is the focus of public relations.From a practical point of view, key figures in the case of a word can often mark the ultimate home about.On the surface, B is a cheap win, but in fact the only low-cost tool for not bidding.Lowest winning bid in the non-standard case, the spiral channel large room, this time, the key sentence is critical, and low price only to the key reason for a sense of the word.Meanwhile, B Company won the order, is likely to find firms to "special."
Although B has a good customer relationship, but it must seriously infringed upon the interests of A, which would have been A's complaints and to block the upstream manufacturers.Intensification of conflicts, the upstream firms will find a balance point: A in the channel as a strong influence on manufacturers and distributors will not "Banded", but B will not be nothing, manufacturer or distributor may be committed through to the next standardOne way or the other, more flexible compensation for the loss of B.This is the company's handling of a relatively smooth, because aside who are essentially their own losses.While B, the reason why the bid, or it may take a number of unfair competition practices, therefore, hand over is also a wise move.
Diagnose the troubles】 【Cremaster who Solutions woes?
◎ CPW in press Feng Hua
Competition is not so easy for IT people live.Which is why, all kinds of hidden rules, non-standard operating a channel of a common phenomenon in action, remediation firms weak, the channel is not enough self-discipline, customer relations are complicated reasons for letting other people who participate in them only to "accept"to get used to" chaos. "
Bidding is a concentrated industry, IT show, all aspects of the supply chain plays in which a wide range of roles.Although the last case, A wins, but wins have twists and turns, not easy; B although after the first hi sad, but it does not represent how much of his life unbearable situation; manufacturers, distributor's attitude while undergoing a change of 100%, but it seems no one considered how its done unconscionable.Their mutual constraints, but also interdependent.It's like a chain set of games played, a part solution, Wan loop-through; and part of difficulty, and knot always open.
There must be peace and order after the chaos, this is a historical experience.Suppliers, channel partners the need to develop more scientific, standardized rules of the game industry, the need to develop a more rational, transparent monitoring mechanism for conflict ... ... in this case the final solution by whom?Perhaps only time will give the final answer.