"Fleeing Goods" -- The Eternal Game Of Manufacturers

As a market behavior born under the market economic system, fleeing goods has its own profound market significance.

For every business enterprise, its own market operation will always be associated with fleeing goods.

Of course, the cross regional and price gap factors will seriously affect the normal operation order of enterprises, and the existence of such price differentials is the starting point for individual dealers to seek benefits.

So the question naturally arises.

In order to maintain the healthy development of the regional market, manufacturers always try their best to avoid the occurrence of market fleeing.

While dealers are driven by interests, they will try their best to implement fleeing goods.

The existence of these two contradictions makes the relationship between manufacturers very subtle, but it is always inevitable.

If the manufacturer's measures in the market management and control are effective, and effectively avoid the occurrence of fleeing goods, natural development will be guaranteed and occupy the upper hand. If the manufacturer's strength is not good, or the market operation method is pale, it will lead to more serious market fleeing behavior, forcing the product or market to die quickly.

At the time of the act of fleeing, many of our enterprises began to talk about changing goods. It seemed that the fleeing of goods was fiercer than the tiger.

We might as well carefully study the occurrence of fleeing behavior. A very simple example, has anyone seen that a large amount of products that sell badly in the market have led to market confusion?

The answer is No.

Products or regions where goods are fleeing are often sold better. Those who have ulterior motives are focusing on the strong guidance of the product to the market, hoping to gain benefits from the price difference coming from outside the region.

In this sense, fleeing goods should be a worry for happiness.

But at the same time, we should also see that the generation of fleeing behavior may cause serious damage to the market.

It may lead to the collapse of the whole product line price system and the confusion of the sales order in the strong regional market, thus leading to the failure of the whole market operation of enterprises.

Therefore, for the evils of fleeing, enterprises' actions and measures are the foundation for the future development of enterprises.

We can not organize the act of fleeing, but we have the means to ensure that the probability of fleeing is reduced, and effectively reduce the minimum impact area after the occurrence of goods fleeing.

1. Collect security deposit.

This method is the most widely used method at present.

At the beginning of the cooperation between customers and enterprises, the two sides agreed to sign the market protection agreement, and the customer wanted to pay a certain amount of market margin as a guarantee for enterprises to maintain market development.

After the customer fleeing, the enterprise can punish by deducting the customer's market guarantee, thus effectively restricting the customer's market operation.

However, the purpose of any system is to avoid the behavior of most people, but it can not completely restrict the operation of all people.

Collecting a relatively high margin in the effective supervision of customer operation, at the same time, invisible for the customer's market operation burden; and the lower amount of charge can not limit the occurrence of its fleeing.

2, establish a market supervision mechanism.

From within the enterprise to the market environment, through effective establishment of market supervision mechanism, through the company's business personnel

Continuous market inspections, timely detection of goods fleeing behavior, timely correction.

And mobilize customers in the region to jointly boycott the occurrence of malicious fleeing by buying products and implementing penalties.

However, such a larger market supervision system is necessary for small and medium enterprises with limited strength to set up a team of market supervision personnel, and to establish long-term and stable cooperative relationship with regional distributors needs to invest a lot of manpower and financial resources, so it is very difficult to fully implement.

3, improve product anti-counterfeiting system

There are no strict geographical sales restrictions on pharmaceutical products, so we might as well learn from cigarette and alcoholic drinks.

Ways of selling.

By adding the links in the pharmaceutical production process, marking the "special supply of * * area" in a particular part of the product, effectively restricting the behavior of fleeing goods.

However, because the elasticity of drug sales is not as fast as that of fast moving products, the instability of sales volume in a single area exists. It is often necessary to implement the rational distribution of products to the enterprises. The use of the anti-counterfeiting system will increase the cost of enterprises, and also affect the two cross regional sales of products.

In fact, for the restriction of fleeing behavior, a simple method is very difficult to effectively ensure that the behavior of fleeing does not happen.

However, no matter what method to use, the core of the core is to establish a perfect and orderly market sales system. First of all, the enterprise should have a good awareness of market planning. At the beginning of the product listing, the regional channels, customers, regional subdivisions, non cross, non cross boundary, various channels peaceful coexistence, and the coordination of various regions, is the fundamental way to avoid the market chaos caused by the fleeing of goods.

Or that sentence, if you take care of your market, you will have a good market order to ensure the efficient operation of the market. If you think about the market of others everyday, you will not have the market to live in peace.

In the end, the enterprise will be cautious when the game is final.