Moderator: Deng Youge (column host) special guest: Chen Jun (a company marketing director) He Junhui (a company marketing deputy general) Yang Ronghua (a company sales minister) Li Zebin (a company planning director) We discussed the manufacturer How to develop to the dealer's rebate policy, I have seen the benefits of multi-purpose process rebate, note that the focus of the rebate in different market stages should be different, and the support of the dealer is more enthusiastic than the rebate. In this issue, we will continue to explore another common incentive form - the pros and cons of pressure pathway. * Why can't the distributor's profit space can not be too high? * Moderator: In addition to rebate incentives, according to I know, some companies in order to improve the sales of dealers or compete for dealers with competitors, often give the dealer's large price difference, but in the end, it has caused the market. Negative impact. How do you see this problem? Chen Jun: I think that the spread of the dealer must be reasonable. What is reasonable? That is, the price of differences to the dealer can not be too low. So what is the standard that is too high? The so-called excessive high is for the average profit relative to similar products. Moreover, it is necessary to determine the price difference, generally refer to new products or new varieties. Moderator: Low dealers do not sell the enthusiasm of your products, this is a good understanding. But why can't you be too high? Is there anything bad to have too high profit space? Chen Jun: The profit margin is too large, and the dealer will sacrifice a single profit to increase the "clever" method of overall profits. The problem is that the dealer of thinking is more than one, when everyone thinks, the price will fall straight. Secondly, because dealers sell to the product to get the profit, in order to high profits, the dealer will launch the competition of the customer, competing to a certain level, will fight the price war, will be low price The goods, and too high spreads have just provided space for price wars and low-priced margin. What is the result? The dealer shipment price is getting down, the intermediate price is getting smaller and smaller, forming a vicious circle, not only seriously destroying the price system, but also leads to the profit of the dealer, but the final dealer still didn't make money, and Resentful carrier. I will know that there is a company, I have suffered from low prices, and finally, because the price "sell" exits the market, the main reason is to give dealers too much profit. The retail price of one product in this company is 300 yuan, and the price to the dealer is 150 yuan, so high profit space, how can dealers do not swear? Li Zhibin: There are also some companies, in order to improve the enthusiasm of the reseller to develop the new market, the special offer for the newly developed regional market, giving dealers special offers in price policies, so that it is very different from other regional markets, once management Not good, soon become a unreasonable horses. The dealers who enjoy these special price policies often use the spread between this area to be low-priced. The results of it? The enthusiasm of the distributor developed the new market has not improved, but the enthusiasm of the fleet is increased. The profit margin did not exchange market space. Because the nature of the commodity circulation is flowing from the low-cost area, that is, the direction of the product circulation is determined by the price, rather than flowing in the direction specified by the manufacturer. Therefore, for the same product, as long as the price of price is regional differences due to price chaos, there must be a flow of regional flow, which is to be flexible.
* How to determine the high price of dealer's price? * Moderator: So, what specific factors should usually consider when determining the price of dealers? Yang Ronghua: Generally, if your product is a new listing product, then your price difference is slightly higher than the average profit; instead, you can be slightly lower. Li Zhibin: Also, if your product is unknown product, relative to other well-known brands, then you have a little profit to dealers more than average profits; instead, you can be slightly lower. Yang Ronghua: Relative to the competition Li Zhibin: Also, on the launch of the end market, if your product is in the advertising and propaganda, it is "pull" bigger, then your spread of the dealer is slightly lower than the average profit; It should be slightly higher. * If you don't give the dealer's price difference? * Moderator: Is there still? (Laugh) I have a problem here. If the manufacturer wants to give the dealer's profit space, especially for new listing products, it is necessary to make a price war and low-cost goods between dealers. What should I do? Is there a good way? Chen Jun: I want to give the dealer's profit space, but also to maintain the stability of the price, there is a practice that the supply price to the dealer is the distributor's shipments, there is no difference in the middle, the dealer has no difference Profits, dealers' profits are completely dependent on the manufacturer's rebate. Case: The price policy of the first-level distributor has a price policy taken by a dairy company: the price of the manufacturer sells to the dealer is 10.6 yuan a bag, and the first-level dealer is also sold in a bag of 10.6 yuan. For the lower-level distributor, the first-level distributor is in principle no difference in varying, and then distributors sell them to retailers with a slightly higher than 10.6 yuan. For the first-level distributor of the manufacturer price policy sales product, after each quarter, the number of supplies is given to the higher amount by the number of sales. For the first-class distributor who does not sell products in the manufacturer price policy, it will not be rebate, even stop supply, and cancel its distribution right. In other words, the first-level dealer is not making money by the difference, but the rebate of the manufacturer. If the first-level distributor violates the manufacturer's price policy, low-cost shipments, this means that the first-level dealers are not only a penny, but also bear the loss of the price reduction, so no one dares price reduction . This allows the product to remain stable in the market, preventing the chaos of the privileges and other chaos, but also guarantees the profits of dealers, and improve their enthusiasm. * Frequent pressure passage, is a strong heart, or morphine? * Moderator: In addition, according to I know, many manufacturers have used "passage promotions" to stimulate more goods in order to motivate dealers. From the short-term shipments, manufacturers' shipments. The child will go up. How do you see about this problem? Chen Jun: The so-called passage promotion means that the manufacturer adopts "purchase reward" way, with gifts, promotional goods, etc. as baits, stimulating dealers, this can improve the dealer to recommend your product enthusiasm, and distributors Give a part of the gifts and promotional items to the retailer, to draw retailers compete with other dealers. But if you frequently use "purchase reward", it is very dangerous even with this.
For a dealer, its distribution network and retail customers are relatively fixed, so their end consumption is relatively limited. If the terminal is digesting the large number of stocks of the dealer, the dealer will drop the price to sell or go everywhere. It is also equivalent to the "inlet", and "ventilation" is not digested, and the dealer is naturally a natural thing to sell outside the goods and low-cost sale. Therefore, to the dealer is pressed, it will cause the fact that the price is sold, although the manufacturer does not intend to drop the price. This is because manufacturers have adopted incorrect incentives for dealers. Dealers have dropped the price, of course, will result in a reduction in its profits, but because of the manufacturer's gifts, promotional goods as profit compensation, for their eyes, the profit of dealers did not decrease, and may even increase. After the dealer drops the price, it is almost impossible to pull it again. Because once retailers and consumers have accepted lower product prices, retailers and consumers will certainly do not buy. As so-called, the price reduction is easy to increase. The less price is, the less selling, the dealer sells your products almost no money, because your product's spread is getting smaller, and the spread is the main profit guarantee for dealers. Dealers cannot make money through the price difference, they can only rely on the manufacturer's gifts, promotional items to earn profits. This has formed a vicious circle, the lower the price, the less the middle price is getting smaller and smaller, the memory of the distributor is getting thinner, the dealer is increasingly relying on the material rewards of the manufacturer to make money. Such a dealer's appetite is getting bigger and bigger, and the manufacturer's material reward can only be added. * Frequent pressure pathway, is it promotion, or is still unlucky? * He Junhui: More serious is that once the manufacturer stops stimulating the distributor's materials, the dealer will make no money. In this way, dealers either turn around to operate other products, or take the polar attitude, leading to the sale of manufacturers. The manufacturer originally wanted to press the "path promotion" to press the market, but the final result is that the dealer is unwilling to sell your products, disconnect the manufacturer to produce sales. Li Zhibin: I know, the Rising Sun Group has issued a large-scale passage promotion, give each 30 pieces of ice tea, give a bicycle worth 180 yuan; every 50 yuan of human tricycle; less than 30 pieces Free shopping card. The items that have been placed in all regions have not been the same, but the principle is the average 6 yuan promotion fee. This policy has been introduced, immediately received an unprecedented effect, only 1,000 yuan in the goods, and quickly shot 10,000 goods in a very short period of time, and to purchase it again. Is this 10,000 pieces of ice tea that digested in the county? Of course, I can't digest. So where is the goods? Of course, it is to go to other area. Distributors use promotion opportunities to shoot goods with a lot of market prices. At that time, the price of ice tea fell to 33 yuan (1), and the ex-factory price was 41.6 yuan (1 piece). Moreover, after the promotion period, the sunburst began to start in the surrounding area, as the cargo in the hands of the second-level wholesaler has too much. Chen Jun: The company originally wants to sell more products by stimulating dealers, but the final result of the incentives is caused by "selling". Dealers are unwilling to sell your products. The reason is caused by the manufacturer. So, simply rely on the dealer "pressing" to make sales, only the terminal will die, and finally there is no sales! In this case, "sell", the manufacturer must guarantee the profit of the dealer, only two options: 1. Put the supply price of the dealer, expand or restore the difference between the intermediate disadvantage, to ensure the reasonable profit of the dealer 2. Continue to continue to give the dealer promotion and other substance rewards, compensate for the loss of the dealer's loss.
Moderator: At this point of view, the path to strong intense needles can create immediate sales, but actually? The product is only stored in the middle of the path, not the final consumer diges, and does not produce actual terminal sales. This is only an advancement of the market resources for tomorrow, and it is the sales and ending behavior of the food. In other words, the path promotion does not determine your product is selling well in the terminal, and the sales of the final product cannot be achieved. Since there are so many marketing methods, there is no effective way to motivate dealers without effective ways. Where is the way of thinking and going out? Please pay attention to the discussion below this article. Source: "Sino-foreign management
