"With the factory, as has the market." Market network for every one interested in the business to expand their market is high, all related to life and death, and even can be said that the time has come Qudao is king of the era.
Capital construction of the terminal network is increasingly important
Become more developed the market, competitors and consumers growing more rational era, who first exposed to consumers, the first to understand their needs, who will have to seize the opportunities. Therefore, the development of loyal and efficient terminal channels, will be the focus of future enterprises. Suning, Gome, large retailers, triple, etc., to control the market, "depending on the emperor to make princes" of the case, made us realize the importance of the channel.
For these reasons, many domestic manufacturers have spared no expense to build their own market network. TCL have long to spend heavily in building up the thousands of specialty repair shop, so their products can be the fastest, the best price delivered to the hands of users; Haier has always stressed the importance of shops, a few short years, Haier store blossom everywhere in the cities above the county level, and even some of the more developed towns can seek Haier trace; products are the embarrassment of a business or cheap, to Changhong sounded the alarm, "TV King" spent 290 million yuan to build up his terminal network, specifically marketing its various products; IT industry leader Lenovo has major associations in building their channels, "Lenovo 1 +1", while also undertaking other vendors.
Control channel has its own network is all firms dream, but in China to build a truly vast network of their own, are not the best enterprises and the ordinary companies. From domestic manufacturers and foreign manufacturers in China, marketing strategy, you can see the capital in which more and more important. With the excellent products and technology, strong brand image and strong financial strength of the manufacturers is that this distribution network construction boom in the winner.
The appliance industry, entirely by themselves to build a terminal, an average of about a 20-million, 3,000 locations nationwide basis, the total cost of 600 million yuan needed. For large firms-funded, and this is a no small investment. Use of existing cash of equity distribution network to achieve the purpose of control network will be the mainstream of the future direction of the market network construction.
To a certain industrial companies, for example, the company used its strong financial advantage in the country has developed more than 600 authorized dealers, unified brand and unified image. Contracts with dealers, for dealers to provide technology and brand support, the initial fee charged 50,000 yuan each. This will not only set up their own networks, but also earned more than 3,000 yuan, plus distributors for the company to create an annual income of the last billion, can serve three purposes. The company is now ready to integrate channel resources, to use its good capital market advantages, the implementation of spin-off channels. This not only earned the product distribution dealer profits, while also capital market reflects the value of its channels, the other part of the profits earned. For the companies, themselves also have a huge market network.
Now BMW, Renault, Mercedes, Honda and other world-class multinational companies are also active use of capital, the brand advantage of this powerful combination in the Chinese market vigorously terminal network construction, so as to form their own strategy for the unified powerful pathway.
Looking at the behavior of the major manufacturers, end battle in the future, with good financing channel has a familiar legal and corporate professionals to understand the operation of capital, will win in the market, the living environment of small dealer network changes and major manufacturers terminal contention, will end possible merger, capital increasingly prominent importance.
Make good use of the form of franchise
The existing distribution system of the major manufacturers, most of the implementation of the wholesale distributor grading system is reflected in the channel distributor own brands and interests. This model can easily create obstacles to the unity of the future, dealers once competitors better conditions, they may "defection", and thus affect the product in the local sales. Using unified brand and unified image, the form of unified service franchise chain, which can solve this problem, but also for the future to expand the operation scale and capital to provide a good platform.
How to use the forms to promote the construction of the national network market.
1, identify the market position to distinguish between the two markets Direct and Internet Marketing
The beginning of the company, one careful survey of the market, Jiu its market position fall into two categories market operations, one is refrigeration equipment, the Jienenggaizao Daxing, and the other was home, Qiche refrigeration equipment and refrigeration equipment in the transformation of other Xiaoxing . The first market is in major cities by the companies themselves (usually capital cities) set up branch offices, is responsible for the transformation of large equipment; another market is limited to the licensees in their respective regions in the transformation of small devices, the operating network to go through a rigorous review of the market from the original has a good distribution of air conditioning and refrigeration equipment maintenance unit selected.
2, dealer training and strong follow-up support
Regular dealers to provide products company, technology and management knowledge training, and maintenance services established throughout the country network, to provide users with timely repair and maintenance, eliminating distributors product warranty worries.
3, smooth channels of communication
Companies to take advantage of the network edge, the Internet-based company's website in a timely manner the progress of the company business communications dealers, distributors for information to avoid congestion and delays in business. Dealers can also inquire through the network around the sales and product preferences and demand for information feedback to the company. Thus, companies can keep abreast of dynamic parts of dealer sales, and production and sales plan to make timely adjustments in order to reduce inventory, improve order fulfillment rates, reduce order cycle purposes.
Equity as a link, and dealers win
Chinese saying goes, is called the same boat - all in the same boat, encountered wind and waves, you have to make concerted efforts to tide over their difficulties, or sinks have to suffer along with her. The simple truth in the construction of drainage channels is also useful, enterprises and dealers should be formed partnerships to share information in a given period, a total risk, the common profit. Increasing in the capital market in the larger environment, this partnership can be a way to maintain equity incentives for dealers directly as part of body of business interests.
Specific approach: joint-stock enterprise was called, by the agents in their respective marketing company jointly established the regional market, and 60% from enterprises (Virtual number) of the capital, 30% of agents out of the capital, set aside 10% floating capital, according to the performance of agents in the future, credit growth, distribution rates of such activities in proportion to the value-added equity incentives to agents. Such a fund could reduce the Distribution Issues, Kuo Tai equity; 2 can control the consistent sales Wang Luo, Zeng Jia agents of the Ji Ji Xing, Shi product Kuaisudaoda terminal; 3 Zeke Yiweijianglai listed do Goujia ready to Xingcheng win-win situation.
Quality, technology, profits and prospects of a vision for each dealer, the product is sufficient to constitute grounds for dead set. In fact, the company's longer-term plans should be: the conditions are ripe, the Corporation acquired stake in the hands of dealers or distributors of assets, this way, the original distributor company to truly become a family. A strong national business network system has been announced.