Further Discussion On The Trend Of "Intensive Farming" In Sales Channels

Length of coating sales channels

The circulation of coating products needs at least three channels to serve: sales channels, logistics channels and service channels.

From the perspective of segmentation, these three channels are independent, but from the perspective of the whole staff marketing, these three channels are also a channel attribute, that is, large sales channels.

The length of large sales channels depends on how we define the different consumer structure of the coatings. Therefore, in the whole circulation process, we need to explore the consumer structure and the consumption channel, and find the shortest shipping route through the management of the channel, which is the length of the channel.

We usually use Kotler's hierarchical approach to the channel: the length of the intermediary is used to represent the length of the channel in the process of selling products, and because the producers and the final customers play a role in the circulation process, they are also included in the channel length.

1, zero level channel: direct channel, the shortest sales channel is zero level channel, that is, we often say that manufacturers directly run channels, many engineering projects take such channels, and most manufacturers also have engineering departments set up.

Asia Paint's external wall insulation sales usually take this way, the advantage is to avoid profit distribution, the disadvantage is that direct operation is not conducive to the development of a wide range of businesses.

Of course, many sales people are also practicing the way of network direct selling or telemarketing, but we can surely affirm that the use of zero level channels as a supplement to sales is undoubtedly beneficial, but the practice of putting pressure on one channel is foolish.

I hope the salesmen who are keen on this can see the pros and cons of the channel in a comprehensive way.

2, a level of channel: through a retail store for sale channels, usually refers to the exclusive stores or B&Q channels.

In the field of coating sales, this is the most normal channel model. The market strategy of Nippon and ICI is mainly laid out here.

And Huarun's innovation is: by pforming some of the low sales area into the direct market of the larger sales company (Huarun Factory Sales Department), and establishing a primary channel (or zero level), so as to achieve close control of channel sales.

The industry acknowledges that Huarun has been very clever in various ways to break through the channel, and has been duplicated by many small and medium-sized coatings manufacturers squeezed by multinational companies. But one thing is worth noting is that the cost and profit distribution management of self built direct channel has affected the speed of overall layout, and it is easy to produce internal contradictions.

3, two and two levels of channels: through regional agents (municipal or provincial, large scale) wholesale management channels, this channel includes more than two intermediate agencies, usually referring to provincial or municipal agents, these channels generally replace manufacturers to manage the lower level distribution channels and obtain wholesale profits.

In the early days of coating enterprises, most of them were such methods. Although this method has been gradually abandoned, the method is still one of the mainstream in view of the lack of strength in brand building and sales team building.

Of course, enterprises, including Huarun, Dabao, and Jia Baoli, are required to extend the channel length by the large channel providers due to the requirement of unified management of terminal painter.

The concept of "channel tree"

Although sales of paints are not cumbersome for fast moving consumer goods, it is not just a model that relies on neat channels. After all, the individualization and marketization of consumption are promoting sales progress. Therefore, I put forward the concept of "tree" of sales channels, and carry out corresponding sales management according to the length of the trees. Salesmen, like gardeners, prune the fruit tree of sales channels in order to achieve a rich harvest.

When products enter the circulation field, they can choose different channel combinations according to their strategic needs. They are exclusive or intensive. Effective channel management is to choose intermediaries and motivate them.

Therefore, we set the sales of coatings as a channel tree. There are different branches, branches and even branches on the tree. The purchase of fruit may be on the branch, or on the sub branch or the branch of the sun. We know that if we want to get fruit, we need to take different paths. This path is the length of the sales channel and the cost expenditure represented by the channel.

The path of trees:

1, the different path is: when the purchase occurs in the trunk, the channel is zero; when the purchase occurs in the trunk, the channel is the first level; when the purchase occurs in Sun Zhi, the channel is multistage.

2, generally speaking, there are always very few fruits on the trunk (zero level). In order to achieve the purpose of harvesting, gardeners (salesmen) can increase their branches by grafting so as to obtain fruit (Sales).

3, when the branch is too complex to affect the balance of the tree, that is, the efficiency of the play will be affected. Then the pruning branch will bear the brunt. As the integration channel, the salesperson will take up scissors and control the pruning according to the cost, efficiency and personnel considerations in the strategy, so as to ensure the long-term stable fruit income.

4, because these branches represent information, ordering, financing, risk taking, service and other functions, we should understand the overall concept of cost while cultivating trees and maintain trees. The vast and uneven development of the Chinese market has created the complexity and low efficiency of the distribution channels of the coatings industry. The salesperson must formulate a phased plan in the middle of balancing profits and costs, sales volume and channels, so as to make guidance for pruning trees.

5. The different branches of a trunk can mean linkage. It can mean that it is independent. If we regard the channel as a tree and a tree of vitality, the branches of the future should be linked rather than independent, and the members of the channel will only get closer together.

In this way, the flat trend of the channel is analogous to that of the tree.

Intensive cultivation of channels

In connection with the tendency of Li bang and Huarun in team building recently, are there more reasons for recruiting more fast track consumer goods who are good at channels and intensive cultivation? Script src=>