Many of the company's talks today: The channel is too confusing, too old, too inefficient, too difficult to control (by channel counter control). Channels have become the elbow of sales development.
So, talk about reform, the channels of pain have been established before; so, find a book everywhere, find a consultation plan, find a new way. At this time, "Outline Decision I think." Advance the channel innovation in advance.
Therefore, the development of key merchants, starting the credit system of pregnant manufacturers; developing direct cursing, their own salesman running terminal; developing deep distribution, shortening the value chain; developing network marketing, development ordering marketing ... busy too happy Down! Find a new way out, this is innovation! They are sitting on the big trip, looking forward to the glory of tomorrow.
What is the channel? Can the channel help companies do? What should I do? You asked him, he often said to you a pair: Is the channel not a dealer? They are helping me sell!
We can't help but ask: Can you have a correct understanding of channels? What is the base point for channel innovation?
First, the channel is not selling, is the bridge between the purchase of (enterprises) and the purchase of goods (consumers)
The biggest channel problem today is a misunderstanding of the ambiguity of channels: channels are to help companies sell. So, the total distribution, special dealers, etc. have been born; the goods are not circulated to the consumer's hand; the market is no longer enterprise, the dealer management "can see", we have seen the business operator at headquarters Collectible information, furnishing goods, do everything in all things; goods are sold, let customers eat to eat; goods are not sold, seek grandfather to let our grandmother, force the dealer to do the money. As soon as, the market is good and bad, please look at the dealer, please do it!
Channels are just bridges. It should not bear too much "sell" the responsibility. In this way, companies don't need to talk about what marketing, because you become a processed company without marketing ability. Best, the dealer either swallowed you, you are placed by him; or let him drag you!
Be kind to channels, properly treat channels, let channel regression to the original: circulation rather than sales.
Second, how to make channels to circulate?
There is no doubt that circulation is to accelerate the turnover of the product. Increase the amount of goods, reduce stocks, reduce market stocks, reduce the circulation of products in the middle channel, increase the circulation of the upper and lower levels, increase the circulation of the upper and lower levels. These have become the main content of channel development.
Since it is circulation, it must be "pass", it can flow.
So, how can I "one pass hundred"?
1. Add the same level of dealer: This can pass to more areas, lead to more consumers and potential consumers.
It is a very annoying thing to say to be simple, but it is very annoying. Because the company is still treated as a selling, not a circulator. Therefore, these "selling" is different due to the basis, the business style and the target are different, and the management means is different, it is extremely possible to circulate downstream, but to other dealers, distributors, distribution areas. In this way, it has caused hierarchical differences, which also caused horizontal circulation and naturally producing market chaos.
In this case, companies can develop more dealers, but one cannot overlap, clear regional division; the two most important should not be obviously inclined. Today, we must re-examine the level of channel structure, no big dealers, small dealers, but only have large-floats and small flow. As a result of the function of the dealer, it is most important to circulate the circulation of downstream, see his two batches, terminal number and distribution capacity, distribution capacity. Coca-Cola Company's experience is worth learning: reaching "everywhere" must have a lot of dealers, but in the annual contract, all dealers' interests are the same. There is no difference in the sales contract of 100,000 sales contracts and the sales contract, etc. in addition to sales indicators.
2, reduce the level of circulation:
Why do many companies are distributed deeply? Because deep distribution is not a channel form, but a thought of cultivation. Try to narrow the circulation level to avoid the consequences of the dealer for "selling". If you cannot change through the dealer itself, it is dominated by the company to enable the distribution channel to change.
This also includes a principle: "Between two points, the shortest straight". Deep distribution is also good, direct sales, do KA, all want to control channel "selling" hierarchy by trying to compress channel "selling" levels as much as possible to control channels, products, prices and promotions.
Third, how do you innovate to avoid circulation issues?
1. Take the sales function from the channel dealer. This way you may have to increase your marketing ability, such as strengthening brand promotion capabilities, and increases the operational capacity of business sales teams. Dizzact's "selling" function, more use of its development market, and establish the online network.
2. Increase the function of channel dealers to make it "Sales Branch" in your royal. If the dealer has become a branch of the company, so that companies can control dealers like control branches, and then control the market.
3, reduce the function of channel dealers, make it a single function of dealers: distribution, single product sales, warehousing, etc. Several features of the product are circulated on channels and strengthen their strengths, so that the dealers and channels can be avoided to play its weak function, and thereby manufacturing channel confusion or troubles.
4, obliterate channel members, except for their sales team, there is no channel to consist of dealers, so that the company's sales function is maximized, and the channel sales function is minimized. Early resection of diseases were better than infected with later periods.
to sum up:
We can foresee that in the future, the relationship between channels and businesses is: Enterprise will need you, but will not depend on you again. The largest function of channel is circulation.
Enterprises should pay more features with channel dealers. If dealers are insufficient, this will bring great hidden dangers to enterprises; if the dealer is strong, strength, he may control the company, two he controls the market The two heads are extruded to the enterprise, and the benefits of enterprises are not as good. Although it achieved a moment of revenue, it was finally lost.
Therefore, innovation is the return.
