We Yi Zhi Di market issues in the discussion of enterprise and channel development issues, are still Henshao to discuss the development of their own dealers, even though yes the supermarket system of Buduan growth Yijing to endanger the Chuan Tong Jing Xiaoshang the living space no one can actually put forward the solutions, not to mention the ever-present problem of changing commodity dealers and mutual between the price to drop the issue, said a number of years, and yet no one can make a real effective way. Many people are standing business solutions point of view, but very little from the dealer's point of view or the common development of enterprises and dealer perspective to propose solutions.
In the market economy, competition, market discipline to take up the responsibility of manufacturers, so that dealers in a market environment in order operate, this is an urgent need; and distributors in the rapidly changing market, itself increasingly living space The smaller the slit in order to actively explore sustainable development, and also the imperative. If the enterprise market regulation and the future direction of distributors to get together to study whether there will be some new ideas and good solutions?
Now, companies have implemented the total distribution system, there began to service batches, and the terminal directly to do with the depth distribution through the channel members to refine the whole service ......。 Numerous. All of which are against their own "one-third of an acre of land" approach. Dealers are also in the business of this ongoing, over and over again the so-called "reform", the Shenbuyouyi, in a very passive state regulation. We can see from here, although dealers business channel members, but is separated from business development to achieve the Core Strategy, the only was business as an external tool only, dealer or confusion competitive environment, no product management for rational planning, not on their own in the future are planned purpose of Yan Shen, with one the most popular of Hua summarized as: "a day, count the day".
In certain industries, especially the beer industry, as the intensive nature of the trend to strengthen, and the gradual development of the industry to Standard time, can own style, can lead the entire industry out of a sustainable development of the market standardized management world? Have a strong entrepreneurial spirit dealer, whether it can also be positive to think about their own future, the advantage of the program does, or together with the company to explore the future survival and development?
Let us first take a look:
KFC and McDonald's food industry, which through franchising, success his rival channel segment, this division was formed after the channel to make them competitive and orderly and not damage the interests of each other, but for each other.
Beverage industry, many companies such as Coca Cola and Pepsi, Wahaha and Robust, unity and Master Kong, have been or are being implemented special marketing plan in their region. It can be said beverage distribution as barriers to entry are not high, so many operators, so that proper place, in order to eliminate the market, prices do not hit each other, so that dealers deserve the benefit of providing protection.
Some people have doubts: the channel is shared, why do you account for the unique do? This is not the monopoly of it? You are the industry leader, this is not bullying you? You're not a wild ambition to dominate the market?
It was also asked: Dealers the biggest advantage is that you can build multiple manufacturers of the products, so customers picking for offline Tigong convenience while, can be more Manzu of consumer needs. For special sales, dealers do not give up is to live out their greatest advantage? They later also how to live?
In fact, here referred to special sales, not the dealers caught on to the market, just select your own good distribution channels resources to regulate their own good dealers, training, formation of specific product line distribution system , to meet the professional sales and service, touch sense of the whole market distributors, dealers learn to drive the entire market, so that the level of overall improved channel management. Not business competitors to their products, does not mean that other types of non-management products, but also to rationalize the product line to win the greater interest of product line management.
We can see that dealers product confusion, there is no inventory management, financial accounting is unclear, sales no system can be seen everywhere because of too many business products, and capital working well, and expired products increased, increased damage , and manufacturers reconciliation ambiguous phenomenon, as most first-line dealer market, they also take into account these issues, is also trying to find some way to overcome their shortcomings in this regard.
There is no doubt that the future sustainability of dealers, not the number of business products, is not clutching the number of distribution rights of enterprises, but mainly on the management of their business. Even if clutching a lot of brand distribution rights, if poorly managed, dealership or manufacturer will be denied away.
With the deepening of the market economy and development, product marketing has entered the era of little profit; with low-profit era, homogeneity of products, promotion of less and less attractive, companies had to focus some resources devoted to channels ( In the beer industry's sales costs, many companies have invested nearly 70% of resources in marketing channels), and as channels of internal friction, and because each of these resources to drop it in the changing commodity prices and the region between channels consumed in vain, and no real benefits to the dealer channel. Therefore, in the near future, in the fast moving consumer goods industry, a favorable market environment than the use of management may also be product, price, promotion strategy is more important. This raises the channel management, dealer management, and even businesses the importance of distribution channels in the purge.
Beer business through the post-sales management, management experience can be transplanted to their own dealers, through their market decision making, performance standards, business visits, vivid-based, storage management, financial management, price monitoring, promotions, brand to create a fully passed on to franchise dealers, etc., so that dealers rapidly, without fear of competitors stealing the risk; through franchised dealer training, managed to create a real large distribution operation; through the cultivation of the market to franchised dealers of a segment with no interference environment that rivals; through mutual complementary information, the optimal synthesis of the greatest resources, achievements true partner. Above all, through the close integration of the demand from consumers closer, more thoughtful and meticulous service, and manufacturers and franchised dealers can finally get a good interest.
As for the beer industry, distributors, because beer is the flow of one of the fastest growing fast moving consumer goods, they now work more content for distribution, as soon as possible to the most fresh products to consumers before. For them, operating several brands, bottling up more plastic containers, one takes up more funds, two management is also very confusing, 3 no major brand, the products of each company he has done not, we are not their core competence, easily defeated by other dealers. In this case, we can find a growing number of dealers have now set a company's brand, its good, big, the advantage of the enterprise into the idea of their own business advantage, so that some regional cooperation have come into being franchised dealers, they sell by this special way, focus on their own resources to enhance their competitive ability, but their profitability has been greatly improved.
We may not believe in Blue Ribbon beer in the company's national distribution system, even during vigorous, still nearly half of dealers is designed to sell Blue Ribbon beer, only the distribution of these distributors is not only a Blue Ribbon beer, and even As the Blue Ribbon beer in the distribution of certain profits received, many dealers will not distribute any other type of product, or, some businessmen will simply set up a special Blue Ribbon beer company to operate a single brand. In this way the product is sold nationwide, but also can achieve annual sales of more than a billion results! These distributors, together with the manufacturer's analysis, one pair of their reasonable market expected to invest their own money to have a good grasp, and thus investment to good use; the same time, they are unified in the factory Sales System Training under its own sales and marketing management capacity has been a good upgrade, so there will be a professional management capabilities. In this case, even when the Blue Ribbon brand is as famous national circulation brand of Qingdao, liquidity is very strong, but the regional FALSIFYING, dealer prices hit another rare phenomenon.
Now there are many places in the national leading brand of beer as a great market share, sales have also taken a special form, its addition to operating its beer brand dealers, the operation shall not competing brands. Although the use of local advantages of monopoly, there is suspected of unfair competition, but as a means to purge the market, it is of any manufacturer, any dealer had accepted.
Recent of major beer distributor business professionals in a number of regional pilot marketing system, this is the overall market regulation, market economy to meet the increasingly tough competitive environment under the kind of exploration. Market channels as long as resources are not fully occupied, not the members of the rival channel blockade or complete denial is not a competitor to make unwarranted interference in market activities, but the optimal integration of their own resources, which will give Other beer companies a useful channel for the planning, management of channel members, corporate sustainability a useful inspiration.
We believe that in the near future, post-marketing companies and dealers will explore and actively try to form a distribution.