For the construction and management of channels, whether it is secondary or three channels, essentially, is the development and management of dealers. Even the level of channel mode, from the management perspective of the manufacturer, after the development to a certain stage, it is also a joint-stock system for its regional sales companies or treated and managed by dealers. This article will closely combine liquor enterprises, talk about the key - dealers' development and management issues.
I. Analysis of dealers
Most liquor companies are looking for dealers basically use three methods: First, through the sugar wine. As the most concentrated place of dealers, the sugar wine in two seasons is known as the first meeting in the world. Therefore, there are many liquor companies who are not impatient with heavy gold in the sugar, not only to introduce the meeting, but also Send materials, samples. But seriously investigating it is not difficult to find, for most liquor companies, truly customers who have successfully enhanced the success of the sugar and wine, the sugar liquor is just a place where the enterprises and products are in front of peers and dealers. Second, the company has organizational, planned or unplanned sales manager, salesperson, according to the arrangement of the company to find a dealer, find customers. Third, the company identifies the marketing strategy and marketing plan. It has a plan. It has step to choose the market, organizational team. Through local TV, newspaper advertisement, we must determine the cooperation relationship through mutual visit.
In the face of the long market, how do companies find and choose a dealer that suits your product characteristics? First, we must understand the source and consisting of dealers, and the dealers of liquor companies consist of the following parts: First, the state-owned sugar and wine company, auxiliary food wholesale company. The second is a private company formed by the person discharged from the company. Third, since the reform and opening up for more than 20 years, due to the rise of the wholesale market, the cultivation and creation of individuals who have been engaged in sugar, food, drink wholesale, some have become a long-term accumulation and development, have become a high salesman of drinks. . We can divide the dealers into two types from the different ways of operation and from product applicability, namely, wholesale and end types.
1, wholesale style
The type of dealer is a large scale or small, is a long operating time, or a short time, and has more varieties, and there are few varieties. They have the following common features:
· The operation method is to use the merchants, customers themselves to pick up, even if they are delivered is old customers, the desire to develop the market is relatively poor, customers have convenient stores, small shopping malls, small shopping malls, hotels, and surroundings, and surroundings. Level 3 Wholesaler
· At business places, most of the choice in the wholesale market of the city or the wholesale street rental of the wine, such as Beijing's small market, Harbin Duanxuan, etc.
· On the business variety, summer and autumn mainly operates beer, drinks, winter and spring, the wine is mainly white wine, and there are many varieties of business, around food, drinks, drinks, what is better for sale
· From the business brand, most of the business best-selling brands, including national famous brands such as Maotai, Wuliangye, including local famous brands, some large-scale, strong distributors, even the distributor of famous brand products
· From the perspective of operating profits, due to the brand, the brand, the variety of varieties, the variety of varieties, the competition is fierce, resulting in high prices, and the profit margin is very low.
2, terminal type
Some of the dealers are derived from the wholesale style, some are a professional drink agency that has just been established in the past few years. It has the following characteristics in operation:
· In business methods, it is a business, he takes the initiative to develop customers, and customers are mainly large and medium-sized hotels, shopping malls, supermarkets.
· On the business place, also choose the wine market or its nearby office, some or even the high-end office building
· On behalf of the business, relatively small, and more fixed, mainly high-end products
· From the business brand, because the sales cost is relatively high, do not like the best-selling brand and big road goods in the transparency of the price, and its business brand requires regional distributors. From the perspective of operating profits, although the gross profit is relatively high, sales Cost compared to wholesale dealers, transportation, manpower, promotion cost, so profit and risk
Although we can also subdivide, it is inseparable from these two basic modes. Their common and interest points have the following aspects:
· Operating profit margin
Operating profit margins are a very important factor considered when dealers' brands. For new brands or decisions based on "terminal" sales, they tend to have a relatively high profit to support their sales costs, and the best-selling brand, relatively low-than-favorable profit.
· Business difficulty (market demand)
According to the experience of market development, when they choose the agent brand, they will comprehensively judge the price, packaging, market positioning, and current market competitive conditions to determine the size of the new agent brand business.
· Manufacturers' support and service level
This is the problem that is most concerned about the most mature dealers. If the product is introduced during the product introduction, whether the manufacturer can help the goods, there is ads and promotional support; manufacturers' integrated management and service levels, etc.
· Manufacturers' management level (market control capabilities)
The management level of the manufacturer is actually the manufacturer's control capabilities of the market. Most dealers are very concerned about the market control of manufacturers. They are afraid of "pre-people planting trees, future generations". "
· Long-term commitment for manufacturers
Long-term commitments are essentially a honest issue. Some companies may overthrow the initial development of policies due to the management system, and some companies will damage the interests of the dealer, and all kinds of uncertain factors will make the dealer. More willing to choose those who manage more mature companies. Why is the annual distributor to pay a deposit to Hangzhou Wahaha Group Co., Ltd., it is very important that the Wahaha's long-term commitment can be honored, winning the trust of dealers, this trust includes the management and service level of Wahaha, It also includes recognition of its corporate philosophy and values.
· Fund demand and payment method
The payment method of the payment is actually the form of various integrated factors. For a high profit margin, the business is difficult, the manufacturer supports a large brand, and the ability to control the ability. It is not a difficult thing to make the spot spot. On the contrary, even if it is a substitute for dealers, it is not necessarily willing.
Second, how to combine the company's strategic development and choose a dealer
Many enterprises and small and medium-sized enterprises in the early liquor markets, in the market expansion process, often produce many problems and confused in the choice of dealers. For example, looking for a first-class, large-scale dealers are often "shaving a child," the other party is not interested, or the conditions are very high, the payment method, the advertising fee, etc. "Some dealers have a sense of identity for your brand. Very high, but lack of marketing management and market operation experience, communication difficulty in cooperation is very large, not to implement the company's marketing strategy; some companies choose dealers, dealers reported on sales managers and market representatives no matter Asked, only if the trading method is the current spot, the first transaction is completed, in the past few months, the market sales is flat, and finally don't bother to spread ... In fact, many problems can be completely avoided, solved. The process of choosing the dealer is better than looking for objects. Choosing the dealer for yourself is the key. Whether it is wholesale or terminal type, it is necessary to combine the company's comprehensive strength, marketing strategy, the wideness, width, depth of the product line. As well as various comprehensive factors such as compatibility, product positioning, target customer groups, and resources owned by the enterprise to analyze decisions. In addition to the three standards of channel construction, the economy standard, controllable standards and applicability standards, should pay attention to the following points when selecting the dealer:
1, multiple selection methods
When choosing a dealer, whether by knowing the sugar wine, friends introduced, or personally go to the market inspector, it must choose a few more, and it is good to take money without standard. We have made such mistakes in the Northeast Market. There is a dealer to optimize our brand, take out 800,000 to buy regional market dealership, but he has no end sales network and management experience. Another family has a very mature network, but it is unable to agree with us in the payment method. We finally signed a contract. The result is that this dealer has sold 800,000 goods for 2 years, but not only dealers. I lost money and lost our opportunity to develop market development. 2, based on your own brand and product line, determine what type of dealer choosing
If the product is long, the variety is, and the medium and low-grade is mainly, the wholesale dealer who has the strength and long operating time may be more appropriate. Because the medium and low-end series of products enters the market, there must be a large number of advertising and promotions, which requires dealers with a hard-working two and third-level distribution wholesale capabilities. Conversely, if the brand and variety is relatively single, the product positioning is relatively high, then the relatively suitable terminal type is appropriate. However, it is also necessary to pay attention to how much the white wine brand of the agent, whether the target customer has conflict, the consolidity of the manufacturer, and the operation capacity of the market.
3. Assessment of the proposed dealer
Most enterprises only determine the determination of dealers, especially the opinions of major personnel, have a great impact on enterprise systematic evaluation and assessment dealers, and interfere with the company's objective evaluation of dealers, in order to prevent this, Enterprises should formulate quantitative evaluation systems, objectively, comprehensive assessment from dealers from qualitative and quantitative terms:
Quantitative analysis table
Assessment factor
Quantitative analysis indicator
Weights
Geographical coverage
Second, third-level distributors and retailers quantity, quality
Business Scope
Business range, how much is specified, agent brand conflict
Company Size
Sales, profits in the past three years
The quality of staff
Employee education, cultural level, training status
product structure
The reasonable extent of the grade, price, etc.
Qualitative analysis table
Assessment factor
Qualitative analysis indicator
Weights
company culture
Value concept and code of conduct
Management level
Managers' overall quality, management system and its implementation
Employee mental state
Work attitude, employee flow ratio
Company growth
Operating sales status of various business
Third, the management of dealers
If you choose a good dealer is the beginning of marriage, then this marriage can stay and bloom for a long time, and the key is to manage the dealer. The quality of dealers' management is directly related to the implementation of corporate market strategy and whether the final cooperation can make money to achieve "win-win". The core of dealership management includes three aspects: First, the management of market operations, the second is the management of the payment, the three is the executor of market operation and payment management - the management of market representatives.
1. Management of market operation
Most companies signed contracts with dealers. After delivery, they think that all things are good. In fact, this is only the first step in the long qualification. If there is a lack of management of the dealer market, even the customed goods, it is also facing customers. And the loss of the market, and there is more risks for the speech business. Therefore, the core of the management of dealers is the process management of its market operation, which includes the following points:
· Management of information systems
The management of marketing information systems is the process of collecting, finishing, and analyzing market information. It includes both regional markets of humanities, social environment, consumer demand, preferences and other basic market information, as well as competitors' products, prices, channels, advertisements and other strategies. Through the establishment of marketing information systems, we can promptly understand market dynamics and develop and adjust marketing strategies with dealers.
· Management of policy implementation
Although the regional marketing strategy is developed by the company and the dealer, the implementation of the strategy is mainly deserved. And a dealer often operates many kinds of brands, and there are many varieties of products, including white wine, but also red wine, beer, beverages, which may act for your brand, or may act in other brands, and the dealer's interest is not in time. Changes occurred. Some dealers are very good in front of the company's boss or the regular manager, but it may be another set when it is turned back. In the market operation, this is often seen: sales, promotional people's investment is less than contract constraints; the promotional items investigated by the company have been used to other brands; for the return of the second and third-level dealers; low price窜 窜 "or does not implement the price policy of the company ... so there is therefore necessary to manage the dealer's implementation strategy. · Dynamic evaluation assessment
Regularly evaluate and assess the performance of the dealer market, and establish assessment criteria, which is conducive to the problems and difficulties of dealers in market operations in time to communicate and correct, and effectively prevent risks. Enterprises can quantify the proportion of the various indicators listed in the following table in the market development according to their own products and market strategies, regular assessments in the market development of the dealer, in order to find that dealers exist in operations. The problem, enabling the manufacturer to establish a good partnership and achieve the "win-win" of the market.
Qualitative analysis table
Assessment factor
Qualitative analysis indicator
Weights
Corporate policy
Enforcement of corporate policies and strategies
Pay attention to the level of support
The degree of importance to our products in the agent's variety
Interpersonal relationship
Relationship with our market representative and second- and third-level distributors
Evaluation of the company
Evaluation of enterprises and market strategies
Exhibition of goods
Exhibition of shelves in the main store in the main store
Quantitative analysis table
Assessment factor
Quantitative analysis indicator
Weights
Sales
Sales of the month, quarter, annual growth status
Sales ratio
The proportion of our products sales in all agents sales
loan recalling
Changes in the bottom of the goods, the return rate
Commodity stocks
Judging the authenticity of sales from inventory changes and sales report analysis
credit line
Comparison of changes in credit quota and sales
If the company is based on its own characteristics, the importance of the above project is scored, with a total of 100 points, 85 points or more is excellent, 70-85 points are qualified, 70 points are the following is a warning line, must be low The project is analyzed, looking for reasons, and communicate as soon as possible.
2, management of the payment
We often hear such a sentence in the industry. "Unneadable is waiting for death, and the generation is looking for death." Enterprises In the early days of the market, it is almost impossible for distributors to do cash spot, especially small and medium-sized enterprises and unknown brands. Therefore, it is essential to dealers or give a number of packing goods to dealers. Most companies often return to the spending of runners, the dead accounts, attempted which dealers are willing to pick up their own money, go to distribute a unknown brand, then sell it to the hotel, shopping mall? Therefore, it is not wrong, the key issue is the reasonable dealer, and the second is to regularly check the credit line through the sales report.
· Measurement of credit quota
When we develop a new market, we can understand the basic situation of all the markets such as the market, shopping malls, supermarkets, and convenient shops such as the market. Based on the product's target customers according to the product's target customers. Living objects, and approve the number of goods, thereby basically calculates the number of first laules, clarifying the volume of the market dealers, and must be implemented according to the contract after the dealer is determined, and the credit quota determined by this method Commercial is generally uncomfortable.
· The application of sales reports
Due to the different sales season, product positioning, market cycle, the determined dealer credit line will continue to change. For example, due to the decline in the overall sales of liquors, it is necessary to reduce the amount of credit, and the market sales in the market will increase sharply in the New Year's Day. The amount is improved; the market introduction period, due to the limited sales volume of end customers, The quantity, the amount is relatively low, and the dealer is relatively low credential, and as the market enters maturity, the dealer's credit quota should be expanded accordingly ... This series of issues is the sales manager. The decision has increased a certain difficulty, so it is necessary to master the dealer's product flow, sales and return reports. To do this, from the beginning of cooperation, we should sign the contract with the dealer, establish sales week, monthly report system, and timely understand sales dynamics. 3, the management of the market representative
In actual business operation, we often hear some things like the market: in the market operation, the market representative is also flexible, which can neither help the distributor develop the market, and can not instantly feedback the dynamic information of the dealer, even bullying, light Make the company's strategy to implement well, heavy and dealers are collusive, blindly expand the flooring goods and credit quotas, and deceive the company. Therefore, an important part of the management of dealers is the management of representatives of the company 's market. Enterprises must conduct clear and quantitative assessments of market represented by the market representatives, and regular training, especially for market operations and credit quotas. The second is that the market representative must work together, return, checkout, especially the second, third-level distributors, and Terminal retailers in the market staff. In the sales of 78:22 rules, 78% of customers have created 22% of sales performance, and 22% of customers have brought you 78% profit, so we must promptly understand the sales of large customers. In addition, market representatives and distributors operate good relationships, to facilitate the timely understanding of dealers' business conditions.
While the formulated assessment indicators can be analyzed from the market representative, the market department and sales supervisors should also regularly return to customers to understand the authenticity of feedback information and market dynamics, because change is the eternal theme of the market.
