Preface:
Large-scale home appliance chain of Gome, Suning, in high-speed development, large orders bring manufacturers to reduce costs, reduce risk, so that this pathway is increasingly attached importance to various manufacturers. At the same time, although other traditional channels face the powerful competitive pressure of emerging agents, "multi-channel parallel operation" is still a steady channel strategy for a long time in the future. In this situation, how to enrich the operational tactics of traditional channels, minimize the path distance and time between manufacturers and final customers, break through or bypassing the channel bottleneck, for our marketing staff, especially the first-line marketing personnel It should be a often talking about the new research topics.
Mr. S is an excellent salesman of a large home appliance company, in terms of channel management, and salesperson in the area are all adjusted by him. In a short communication, Mr. S is a gentle truth that he moves in the marketing work. Let us feel the unique and free-free channel management wisdom.
Case 1: I want to think about it
In May 2000, I was adjusted to the Northwest G provincial L area responsible for refrigerator business. The second-level wholesaler M in the region is good working with us, and M's self-owned store has run my brand refrigerator retail performance, accounting for 60% of the urban share, but the distribution network is relatively weak. The main reason is another secondary market in the region and the radiation range. The dealers have the habit of multi-variety distribution in the provincial home appliance wholesale market, and always think is that the price of the first-level market is large, and where to pick up the goods seem cheap. In July 2000, a merchant in the region took the goods across the province. In order to effectively resist this bad breath, with the support of the branch, M company also made a lot of profit, and later stabilized the secondary market. At the same time, in view of this lesson, in order to prevent this batch of foreign goods from taking into the three-level market, M has come to a "first power", lower than the supply price of 3% to each county merchant, but the merchants are not Move, it is believed that it is definitely the manufacturer gives M company profit margin, guess at least 5%, and M company takes 3% to collect people.
The dealer of the Mainland often has this bad disease: When you make money, you have to make more people earn more than yourself. If everyone is profitable, then he is balanced, if others earn more, he is more than him. It is not balanced. In fact, he didn't know how much he had, it was more than the original.
Based on the above understanding, I carefully analyze the structure stability of channel division. If you use various distributors to go offline the network, everyone will not buy; and if you have all distributors, I am used to the first-level market Wholesaler channels, will affect M continued to push my products in the city's own store, and it is difficult to use their financial advantages (credit rating, and large-term acceptance) to share the task pressure. So, how to incorporate various distributors into M company wholesale channels, so that it will continue to play the funds and retail advantages, further expand the market share, and finally firmly put it with the company? This problem has been plaguing me. Until one day and a distributor N talked about financial problems, when almost all dealers in the region were small-scale taxpayers, my mind was flashing, and I came up with a strategy of it.
I first asked the distributor N whether the distributor N was willing to cooperate with the manufacturer (direct camp). He is willing to be willing to play together, showing great cooperation interest, all naturally in my expectation. But then I will think about it immediately, and I will tell him about it. "However, it is estimated that such a possibility is not too big, because the delivery capacity is too small, it does not meet the company's direct cooperation." He immediately Expressed dissatisfaction, I said that I said that he wants to set him a large quantity of food, and complained: "The market is so big, how much I can sell, I will not sell more than half, I can't sell it, but you can rest assured, I I will definitely sell ... "After listening to him, I took my mind and said that I said to him:" There is a way to solve, unless ... "" "He asked eagerly. "Unless you don't want to invoice, I will let you enjoy the same price as M company." He laughed: "What is this, I am a big request, don't invoice, don't invoice." I said: "This will do it, you will take the money to the branch, I will say you are M company to pick up the goods, then take the goods in the name of M Company. "He promised very well. In this way, it's so fast that all distributors go to the branch office, and M companies can't make a penny, a little bit of power, 2% rebate and 0.5% freight subsidies fall into the sac, also happy to sit Fisheries. Then, I will further convict M Company to send a large number of companies directly from the factory directly to the L area, and then reveal the news when the distributor will open, and persuade them from M after they open some regular models. The company purchases new products. Make M Company also earned money on the new product, more accepting a large amount of "factory straight hair", continued to grow in the continued growth of continuous months, even more than 30 ~ 50% over the previous period.
Case comments:
The case does not have universality, and even there is suspicion of teach people, so it can only belong to a case, but there is a certain effect on the management of medium and small distributors in the mainland. In the above operation, Mr. S grabbed two most important factors: First, use distributors to do the speculative psychology that is too small to do with the direct access (deduction points) and unable to implement it; but use the wholesaler M rush to Broaden the greed of greed of greed for greed for the distribution channel. So he did a heat intestine, and he had a "match" between the wholesaler and distributors, and eventually made the two sides had their own, smile. In fact, they don't know, they should be "stealing music" should be Mr. S, because his performance has been unprecedented in his performance.
Case 2: Take the flowers
In July 2002, I was adjusted to the P area of the province. The second-level wholesaler H in the P area is a distributor of local fund strength and Baodio retail advantages. Our company refrigerator products can account for more than 30% of the urban retail share, and H company long-term main push work is not. However, due to a large number of stocks, it was replaced by the manufacturer after a large number of stocks, but it was still worried about the matter everything. As the saying goes, "One Dynasty is bitten by the snake, ten years is afraid of the well rope", now no matter any manufacturer, he is aweather, and the business thinking is more conservative, "the golden gold, it is not as good as the copper", and finally formed "retail," The short-term phenomenon of light wholesale, wholesale profits, which seriously hinders the distribution effect of the county, township and other three-level market. Considering the H Company's financial strength and the pivotable retail position, plus the characteristics of the boss, returning to the personality characteristics, we replace the wholesaler's timing is not mature, only staying in the intentional contact stage with alternative merchants.
In April 2003, our company launched a carpet-type census for the three or four markets across the country. Our products in some counties and towns, and I couldn't bear it, so I would adjust it immediately. In the preparation made by the wholesaler, in order to ensure that the urban retail is not negatively affected, it has been discussed a retail store with alternative merchants, but later because "SARS" is forced to delay the process of opening the store. How to do? I used to operate in the L area and can't be used. Because the county businesses in the P area are very disgusted with the H company, it is impossible to hang in the H company name for its charge. So I have to grasp other effective solutions. One day, when I talked to the sales status of other regions with the business assistant, I suddenly remembered that the business case has filed a bigger thing, yes, why don't you try to include some counties and township distributors What is the channel of wholesalers? As a result, I will first maintain the distributors who have a long-term cooperation with H companies to continue to maintain their primary, and then they will come back and forth between distributors and level wholesalers who are unwilling to cooperate with H. At the same time, it is also considered that once the H Company is aware of the response method: Since the region is adjacent to other two provinces, it can be pushed out to be the insurance in the province. The first-class wholesaler can increase shipments, and also solve the distribution problem through the Cargo Shipping Department, so it is happy to be willing to implement, soon implement it. The funds of the p-area in the month and the goods will be created in a high historical high, and the increase in the distribution capacity of the three-level market is the main factor in growth.
In the next two months, I use the same idea to use the distribution advantage of the local X shopping mall (national department store retail mall), and will be married to the two places to be far away, the county-level distributor of the shipping department has not set up the original. The mall of the zero nature, sweeping out the blind spot in the area.
Speaking of X shopping malls, soon, in the shortly after I have just adjusted P-area, I have a grafting surgery. The first time the X shopping mall is hung in the name of the H company, although H Company's sharp blade is spared, but how can the state-owned big shopping malls be succeeded as the face problem under the city's individual households and then turned to direct retail. However, the old and efficient low of the system reduced the advantages of a good store image, and its retail volume only accounted for one-fifth of the H company. So if you can give full play to its store environmental advantages, the retail volume is large, and the plan to replace H wholesalers can provide greater feasibility in ensuring urban retail. It coincides with the second-level wholesaler of Q in another region of our region, due to the inconsistency of funds, but there is no mortgage of empty acceptance. I am convenient for returning, providing distribution and other benefits to solve the face problem of the high-level leaders of the X shopping mall, and persuading the company's private mall department, and ultimately prompted X mall to pay, and transfer to the distributor of F. This solves the subscription of the F company, but can make up for the shortcomings of our channel resources, improve the enthusiasm of the sales of X shopping malls, and after two months, the retail sales of X shopping malls have reached the retail of H Company. Three of the amount, the exclusive advantage of the H company has been prepared for replacement of wholesalers. Later, I went to G province in July 2003, August, and the colleagues were successfully replaced by secondary wholesalers in the P area.
Case comments:
In case two, these seemingly dazzling, intricate "channel grafting", may not understand the "rookie" just doing business, but they were played between the shares in the palm of the "old road". Objectively, these practices have been difficult to work in developed regions, but the traffic inconvenience in the western region, the urban and rural economic development is large, and there is a region where the cross-regional fortune is indeed very practical. Therefore, just grasp the balance in the region, accurately perform detail operation, do a good job of multi-party coordination and maintain good guests with all walks, in accordance with the idea of "poor change, variation" to adjust the channel, It is a good job in regional marketing.
