US APC (Power Conversion Company) is the first brand of World UPS (UninterruptiblePowersystem, ie uninterruptible power), one of Forbes 500 companies, can provide companies with power protection and management solutions from desktop systems to data centers and even enterprise environments It is a veritable "network uninterrupted" power supply provider.
With the ultra-high-speed growth of APC sales, more than 500 channel partners have been added to the APC channel camp. The core agent partner team is constantly growing, making channel conflicts, squatting, management chaos, etc., becoming a further development of APC.
In the case shown below, the management model of simple two-level channel distribution (vendor - total distributor - certified agents) seems to be "flat" requirements, but has exposed a large defect. For example, the ABP, RESELER, which has different competitive advantages, can be directly or indirectly or indirectly or indirectly confused from the manufacturer or general agent (DISTY) due to different competitive advantages, causing the channel price system. Due to the general product Sales volume assessment criteria to comprehensively evaluate the sales capabilities of the agency, resulting in some non-supportable agents with support capabilities in the bidding project, leading to channel conflicts; the short-term behavior of channel dealers is serious, affecting channel cooperation The cultivation of partners core competitiveness also affects the cooperative trust of channel dealers and manufacturers;
In addition, some of the problems can also be seen from the value of the distributor (DISTY). There are three aspects of the APC distributor: one is the logistics platform, and the other is the fund platform, the third is the market development platform. Most of the total agents are not willing to do market development platforms, especially in the case of market difficulties, have reduced budgets, and there is no funds to invest in market development. If the partition of the general agent is just a logistics platform, it doesn't have to care about it is low price or a high price, just make the logistics. As a fund platform, the distributor is not willing to let the agent, the general agent is not willing to let the credit, and it is unable to control the credit. In China's current credit environment, if the distributor's capital chain is too long, the financial risk will be large, Channel health is unfavorable.
Strengthen regional distribution, "fattening" for channels
APC sets a regional distribution platform (channel developer) in channel architecture, for channel "fattening", puts quite multi-theoretists to distribute to the front desk with regional distribution of the exited historical stage, this is a "counterflow" Act of.
The flatization of channels is now only the theoretical concept, and Mr. Cheng Xiao Dan, General Manager of APC China, believes: "APC's channel is to be flattened, requiring APC to do very solid at all levels of market. But APC is just in key city Good, in remote urban power is weaker than the competitive brand. From the long-term operation practice of APC, the general agent cannot extend the power to the three-level cities, and develop SMEs. In this case, the APC needs under the general agent. Further, the regional agent platform is the key to the APC to improve channel efficiency. The flatization of the channel is not just how much the channel level on the surface, and it should be close to the demand for the original manufacturer and the end user. It is more close. ".
Since the "change" is a general trend, the next focus is falling on "how to change". Prior to 2002, APC adopted two-layer channel structural model in China, which was undertaken by the general agent national logistics support and market development. With the development of the market, in order to make the local market, the APC has adjusted the existing channel model. The adjustment is mainly manifested in two aspects: the center of gravity of the market is down, establishing regional distribution platforms, development area dealers; encourage Partners provide a transformation and movement to the direction of specialization, value-added services, market development capabilities, with overall solutions. The specific way is as follows:
1. The general agent is gradually transforming service providers to serve support, logistics support functions.
2. According to the different re-division channel types of the product line and the small power, form a small and minimal channel, gradually realize. As shown in Figure: ALP is mainly based on small power products, and AHP is mainly medium power. 3. For the characteristics of the fast logistics of small power products, the provincial units, gradually support the logistics distribution and market development platform (RD), integrated providing technical, service, funds, etc. in various places, and support local markets more closely. ;
4. Aiming at the relatively high characteristics of medium-high power product technical support capabilities, the certification, cultivation and assessment of reinforced channels.
5. With this, APC has developed a strictly feasible functional positioning and technical certification for different types of channels (ALP / AHP), and strictly selects channel enterprises and strictly certified. Among them, according to the type of channel, channel companies must be equipped with different quantities of APC certified product experts and APC certification engineers to ensure the interests of end users and the professionalism of channel enterprises.
6. Standardization management of strengthening channels, APC starts from the management of specifications documents and files, and establishs database systems that can query the commitment of APC and agents, and strengthen the standardized management of vendors and channel interfaces.
7. Continue to implement the professional training program of channel partners and improve their value-added service capabilities through training.
8. Promote information construction and promote the information between channels.
Through the above adjustment, general agent, regional distributor, medium / high power product agents, small power product agents each clarified their functions and strengthened the service support for end users.
"Joint Digital Power" --- APC will introduce "franchise" into regional distribution
Joining the area distribution platform in the original APC channel is not easy.
After repeated study, the solution to the "joint digital power" channel brand has stood out. First, register the "Joint Digital Power" brand outside the original channel of the APC. The brand will be a channel brand of APC. On this basis, candidate enterprises as a channel distribution platform must be added to the form of franchise, become a member of the joily, and abide by all the request. In order to ensure the strictness and operability of the franchise form, the APC hired the famous management consulting company to design, drafting the channel joining system for regional distributors, and franchise agreements and franchise brochures. And for each joining company, according to the requirements of the franchise book, conduct individual counseling, training, and ensure that distributors can fully understand and accurately implement.
The introduction of the franchise form is an important attempt to change the APC channel change. And in practice, its powerful vitality is displayed. First, due to the management method of the chain joining, it is difficult to manage the various flavors of the loose combination of the channel distribution platform, and it is difficult to manage various drawbacks. The law is guaranteed, and the tightness and binding of the channels have been promoted. In addition, the franchise franchise effectively standardizes the unified image of the joining member, unified management, unified actions, enhances the synergy of the channel; then, through the franchise, effectively strengthen the constraints of channel members, enhanced Mutual communication and learning opportunities can quickly improve the quality of the joining channels; The hierarchical confusion makes the channel structure more reasonable. It is also conducive to the winning fitting of the distribution platform.
E-Channel (Electronic Channel) Helps APC Channel Reform
"User-on" is the basic rules of the UPS market "Service Age", and the APC combines this law and Internet technology into a new concept - E-Channel.
E-Channel is based on Internet applications, a new support platform for channel partners, which constructs with APC channels as the core. All partners who sign a formal cooperation agreement with APC will receive the corresponding ID (user identifier), user password And E-Channel User Manual, the dealer can log in to the E-Channel system through the APC website. The electronic channel architecture consists of eight basic modules, which can realize the accurate and smoothness of all channel business information, real-time interaction transmission, and access, thereby effectively manage all links in the channel. At the same time, in the E-Channel system, the dealer can apply online activities and materials online. During the entire application, the relevant administrators at all levels at all levels of the APC can see the statement of the application, and the system can automatically generate the mail to notify the relevant personnel involved in this application. Dealers can get feedback from APC-related personnel in a timely manner to fill in the online application form in detail. The APC will also achieve more and more powerful channel management and support features through the E-Channel system: including the functions such as purchase and inventory management, sales management, customer management, data exchange management and management, improve the channel management level of APC himself; Training, online exams, can greatly facilitate dealers' technical training and technical certification, etc.
In summary, the APC has also continuously strengthens the construction of the channel change, so that the physical channels are complement and electronic channels, which will promote each other, and dare to move against the situation in a particular market environment, and promote the ideology and experience of regional distribution and construction. Worth learning.
