What kind of dealers need new period
As the marketing people, we become more and more exclamation: this is a resource shortage era, is a competitive era, is a brand of winning times, is a call for innovation, change the era of added fast, is a need we keep learning era of progress. And as a household electrical appliance industry dealer and how to keep up with the development of The Times? In the competition today, in the distribution of wealth cycle and shorter, more and more mature, consumption concept of consumer demand, more and more today. We also can seize the opportunity of success, deduce the glorious yesterday? As a research home appliance enterprise marketing manager. I want to discuss with you together: new period we need what kind of dealer?
Review of the development of the household electrical appliance industry: the development of the household electrical appliance industry roughly experienced "to the traditional state department store sales model-mainly to wholesale market, the manufacturer from constructs the exclusive agency network-chain supermarket-emerging 3 C comprehensive sells the process." Home appliance channel deduce to today, a chain unification world trend. The rise of chain channel broke original traditional dealer's survival mode. Breaking the manufacturer of the right of control channel marketing. The manufacturer relations crisis triggered the new thinking. Traditional dealers how to survival and development? How to further growth and transformation? Emerging chain enterprise how to deal with new manufacturers relationship and trust crisis? How to avoid the excessive channel expansion trap? Today the whole industry has become a concern and sensitive topic.
The channel of the evolution process, is the process of evolution manufacturer relations.
In the new period of time the most obvious is that vendors relationship between the win-win relation step by step.
Household electrical appliance industry development initial period, by manufacturer control the brand and product resources, dealers development relying on manufacturers. Manufacturer relations is portrayed by manufacturer became a relationship between husband and wife, urged both sides to respect each other, actually, the unequal status determine dealers no voice, not equal right, manufacturer of the overlord contract limits the dealer's development and competition behavior. Franchise is manufacturer stick, dealers can only finish the task in a year of increase manufacturer based on relevant incentives to get, and in fact, the dealer space of living depends entirely on the development of the manufacturer. Along with the development of the chain in customers, big customers become manufacturing enterprise's largest cupboard. By the original boycott, resistance, to the last but had to cooperation. Manufacturer relations into a tense confrontation relationship. In 2004, the contradiction of the country and the gree, which shows that this single win manufacturer relations not meant to go far. The relationship between manufacturers and merchants will ultimately to win-win relationship. There's an old Chinese saying: no rules, no surrounding area. Manufacturer relations crisis from channel distribution of interests of the crisis. Channel dealers profits should not be from the manufacturer's request, but from consumer spending the purchase and the cooperation of both sides cost reduction. Based on this kind of judgment: future win dealer must be able to conform to the time development dealer. Must be to win the support and trust of dealers manufacturer. Must be able to realize the win-win manufacturer dealers.
So, what kind of new period we need excellent dealer? Excellent dealer should possess the characteristics have?
If you want to understand the future excellent dealer, must be out of the excellent dealer's error:
We usually think: excellent dealer must have a financial strength, channel, have experience, a scale. This of course is the past performance of the excellent dealer, but the past does not represent the future, in the future market competition of these are not important, can say is not the key factors.
The future should have the conditions and dealer characteristics
1 dealers marketing mentality as a popular saying goes: thinking decide way out. No ideas, no way out, found the idea to find the way out. Excellent enterprise will only choice and his idea of close dealers. In the new marketing environment, no ideas the dealer, has the money, experience, scale is of no value to the. We can see 95 years ago by wholesale home appliance to earn big profits in the first store distributor development and expansion of the several. Gome, sanlian are to rely on new ideas and new forms of development up. By advanced chain management, economy of scale, to win. And at that time, and don't have much money gome, just by more than 10 square meters storefront, thousands of dollars on a shoestring budget. At that time, the nation's largest zhengzhou the wen group but just a few short years went bankrupt.
2 the dealer delivery ability future market competition by service. Distribution of timeliness influence ability the development of the enterprise. Gome commitment: 80 square kilometres free delivery. Is it distribution management ability to reflect, and is also the embodiment of its competitive advantages. If in the time limit for acceptance and range, no corresponding PeiSong ability will cause complaint. Future market instead of a business hong has become a trend. PeiSong ability is also the core competitiveness of the dealer. Some dealers always give me to show off: his enterprise development is very good, how many senior car. I would say don't chip. Senior car can only produce cost, not can produce benefits. Only a delivery van to make profit. How much of a delivery van to show how much your career.
3 dealers management ability now some dealers devotion to big, store is more and more big, the personnel more and more, the enterprise scale rapid expansion. Chain expansion. The process of horse race circle, ignore the human resources reserve and develop. Management ability and management means missing, cause enterprise inventory increase, cost control, can say no management ability the dealer, the greater the risk that the bigger.
4 the idea and the dealer to the cause of the work rate I have seen many successful dealers last bankruptcy case. Why do shit a dealer recession? Never go out seven years a birth and death. The reason is the dealer to the cause of the concept and investment difference of degree. Entrepreneurs of the business is type dealer when business to do. The business model dealers is the business of making a living when professional do. The type of entrepreneurs' dealer for, profits are the future capital, earn the money into the business. And general dealers profit is the future of capital spending, earn money is to use the future enjoyment. Between the two is to continue to hard work and earn money to enjoy. And the dealer of money is their attitude for the sustainable development of fundamental, that have the money didn't determined to distributor will be eliminated. Do enterprise is do an ascetic