In the face of too many "organs" and "shady" business activities themselves are full of variables, some are in line with the rules, and some doing violation of the operations. Manufacturer or end merchants do not meet the actor of operation, It is the "pain" and "heart disease" of the dealer. Form this article to reflect the voice of the dealer, and alert manufacturer and terminal merchants, and cooperate between the three to promote business cooperation to promote business cooperation. Win ", this will not appear in 1999, the dealer has a Coca-Cola," Shell Lique Administration "," Shell Lique Administration ", the" Wo "," the dealer, is indeed strong, "strong" is a certain degree It can also "contain" manufacturers, and "weak people" have extremely similar survival states, with similar difficulty "bitter water": how to obtain sincerity, understanding and support, and even achievement of manufacturers "Since there are too many" organs "and" mystery "there, it has become the" baggage "that dealers fight in the market, that is, their" heart disease ". One of the heart disease: There are two cases of the manufacturer's policy instability sales policy: one is objective; second, the manufacturer is subjective. So how do you understand these two situations? For consumer goods, a new product is pushed to the market for 3 to 6 months (excluding the product sales stage), and the market potential of the product can be seen. At this time, manufacturers tend to respond according to market conditions, and even adjust policies. In the case of a good product market situation, the short-selling manufacturer will make short-term behaviors adjustment: raise supply prices, improve profit margin; re-appulate and improve mission indicators; reduce promotional investment; put promotion costs, transportation fees and other fees Sharing to dealers; to accelerate fund turnover, shorten the settlement accounts with dealers; reduce product gifts, or reduce sales return ratios; destroy the commitments of exclusive distribution; other additional conditions for distributors. Although the above adjustments may have violated the oral promise, the manufacturer has the capital of the dealer, which is easy to control the "will" of the dealer, and obey the profit dealers have to swallow. Second: The business risk of business risk is from the business risks of the dealer, mainly including market risks, capital risks, reputation risk and many other aspects. When the dealer obtained the product distribution right from the manufacturer, "smart" manufacturer will pass the risk "force" to the dealer. The financial risks mentioned above are mainly distributors from the manufacturer, and they have been forced to sell, causing the time to sell, which is in the hotel's sales products, and the pharmacy selling drugs. Not uncommon. In addition, the distributor pays a deposit to the manufacturer, many of the "meat bag playing dog - there is no return", this situation is in the manufacturer through the "manufacturer" and low reputation of the OEM. Market risk mainly comes from the product itself and competition products. If the products produced by the manufacturer cannot be subject to the market's test, under the pinch of the competitors, the product is returned to the morning and evening. At the same time, if the manufacturer does not return policy, then the bitterness of the product is probably by the dealer himself; credibility is from product quality, sales service, and manufacturer's corporate image, due to the determinant product quality, The service lag and the manufacturer's image have fallen and the dealers are not uncommon, so that the dealer's intangible assets are damaged, which in turn affects the development of other business operations of the dealer; other risks, such as the dealer to expand Market business hires sales staff, renting a warehouse for distribution, purchases vehicles, and pays various costs to terminal business to terminal business, etc., is an important factor constituting the risk of dealers' business.
Heart disease 3: The sales service of the manufacturer's sales of less service dealers not only includes manufacturers to their own services, but also services to end retailers and final consumers, otherwise they can only be an incomplete service, in fact Most manufacturers are all this, serving the tiger head snake. A few years ago, Nongfu Spring In the critical moment of the Water War, Nanjing had a "locust event", and because the manufacturer (branch) reflected in the media, it was brought to the media, giving the company a great negative impact, the impact on its product sales Extremely profound. Therefore, the dealer is warmly desirable to establish a complete sales service system, especially the crisis warning, rapid response, and quickly resolve a complete set of rapid reaction mechanisms of the crisis. If the manufacturer can't actively or learn to "fire" with the dealer, "big fire" is bound to be ourselves. Four of heart disease: Making a product, "horse-stroke" manufacturer's choice of dealers is complicated, each manufacturer has its own chess on marketing, and generally have the following cases: The first is "Borrowing the ship is out of the sea"; the second is to "borrow the ship out of the sea", then "unload the kill", banned the dealer by setting a branch office or office; the third is to make a market with a dealer (reaction) Trial; the fourth is to pick up the reunion; the fifth is to "sell a hammer sale" with the dealer. It can be asserted that only the first mentality is in line with the interpretation, and the remaining four mentality naturally become the pain of the dealer. Many large companies (such as Nike, Adidas, etc.) have achieved production and sales separation, production and manufacturing and product sales are two majors. Since two majors involve division, this manufacturer should have a clear understanding. Therefore, the manufacturer should "won" to separate the sales business, separation to local sales strength of funds, talents, network, and credibility. Different companies can take the agency model of the company, the product market, and be good at activating the dealer, rather than let the dealer have a "burden" climbing. Heart disease five: The dealer is afraid of the special promotion of the difficult to bear the "excessive marketing", the reason is very simple, the dealer is in contact with those terminal merchants (especially large retailers), the contract text provided by terminal merchants There is always such a basic requirement for the price provisions: the lowest price in the regional market. When the individual terminal merchants are doing special promotions, they may not negotiate with the dealer in advance. As a result, the dealer is exposed to the dealer's supply price to "the world." Due to different end-end business philosophy (such as discount stores, members shops, quantitative stores, etc.), negotiation capacity, the size of the store is different, and the differentiation of the supply price is also inevitable. When a terminal business is a special promotion, other terminals of the supply price will naturally find the door, it will be discussed, and the heavy people seek compensation, and the dealers are suffering. Heart disease 6: Price discrimination in different regional markets Many manufacturers have adopted different market differentiated supplies (or dealers' purchase prices), which forms "price discrimination". It should be clear that this price strategy is not scientific, because in a highly open environment, product circulation has initially formed "big circulation", "big circulation" atmosphere, regional market, business or product exchange, cooperation is increasing More, more frequent, so there is a phenomenon that the dealer that has not been officially authorized by the manufacturer. Henan Zhengzhou City, a well-known Tangyuan, Yuanxiao production enterprise in Changchun City, the dealer Tomorrow Economic and Trade Co., Ltd. has encountered this situation: unauthorized dealers from Shenyang five love wholesale market, the same acquisition is equivalent to tomorrow economic and trade companies. Price, and low-cost or impact markets, this is what usually said "货". There is also a situation in the market reflux. The so-called market reflow is that after the product is output from the manufacturer to the exit market, it is refunded back to the regional market where the manufacturer is located, and the reflux price is more than the supplier of dealers in the region. Low, impact the market and destroy the market order.
Heart disease 7: There are no modified products "distribution", many manufacturers do not consider the ability of the dealer's transfer station, and the place where the dealer is allowed to enter the product, the dealer may be like a container due to overload broken. When a new product is pushing to the market, the first reaction of the manufacturer may be the product dealer, the manufacturer's most tiered the skills "with a new new product, the mature product (or product in the market) A certain proportion of new listing products. If old products are in the same type of products, this method can be considered, but must grasp the distribution ratio, so that the market can be digested, do not exceed the ability of dealers, especially manufacturers, do not allow dealers to return goods in the case of. In fact, dealers may not be opposed to this "old brought new" distribution sales method, and they can not accept the manufacturer's "distribution policy". Dealers understand that even if the goods go go, the goods can not depend on themselves, and they don't depend on the will of manufacturers, but depends on the market. Heart disease 8: Manufacturers illegal, violation operation In August 2002, Kunming Yahua Electronic Equipment Co., Ltd. issued an emergency notice to major shopping malls and supermarkets in Kunming. The company found a large amount of inferior products, namely the unqualified inferior of Samsung plant. Electronic products produced by raw materials. The notice requires that endpers will immediately return the Samsung products from the Yahua Electronics to Yahua Electronics. On the same day, the Yahua Electronics is terminated with the distribution of the Samsung Electronics and returned the remaining goods to Samsung. In fact, the distributor Yahua Electronics in this case is smart, otherwise the major shopping malls, supermarkets will be sold after selling products, will inevitably have been complained in product quality problems, and once this happened, I am afraid it is distribution. Commercial, there is a difficult treatment, and it is damaged with the relationship between terminal merchants, while suffering from economic losses. Of course, the quality of manufacturer's product is also inevitable, especially in food, beverage, health products, etc. In fact, the problem has emerged in the above industry, and I saw such a message on the newspaper a few more time: Guangdong Weijia and Fei Shi as the genuine business of audio-visual products, but published a disc related to pirated "hero", resulting The dealer's big return. This means that smart dealers should know how to avoid risks, especially business risks, and we can see that dealers' "origin", "behavior", "behavior", hoping, "root red seedlings" . Source: China Business News Jia Changrong
