How Does An Agent React To Marketing Channels?

Agents are the intermediate links of marketing channels, which are usually attacked by upstream manufacturers and downstream retailers.

However, in recent years, many excellent agents have grown stronger and began to turn over to control manufacturers and retailers.

There are three interdependent and interdependent relationships between agents and manufacturers and retailers.

The relationship and status between the three are always in the process of dynamic development. Who has more resources will become the leader in the marketing chain.

If an agent wants to challenge a manufacturer or retailer, he must speak with strength.

Weaving four net palm control manufacturers

The nine Xin group was formerly a professional agent sales company in Northeast China. In 1995, it started to get the northeast three agents of Ji'nan Dongfeng pharmaceutical factory.

Thanks to its excellent management, sales of nine Xin group increased at an average annual rate of 2030%.

In 1997, the nine Xin group bought out the national distributor of Xinfu mite cream. After breaking up the conflict with its former owner, Ji'nan Dongfeng pharmaceutical factory, it created its own brand name "mitting".

The monopolistic positioning of "mites, trust mites" has quickly become a leader in the industry.

Nine Xin group is a typical representative of agents to upstream control manufacturers.

There are four common patterns for agents to get rid of agency constraints and develop upstream: share manufacturers, customize their own products to manufacturers, create their own brand by OEM and create their own industrial companies.

General agents may not be able to completely control manufacturers, but they will put forward various policies and financial support in terms of entry fee, advertising fee, promotion fee, personnel wages and cargo loading.

The only bargaining chip between agents and manufacturers is their network resources.

The network resources of agents can be summarized in the following four networks.

The first net is a fast promotion network.

For manufacturers, the most important resource for agents is to have a rapidly promoted sales network.

Agents generally have their own retail network and distribution channels, including large sales convenience stores and specialized line sales channels such as special terminals.

Agents should focus on a certain channel according to their product characteristics and their own resource advantages, and turn them into their biggest advantages.

Compared with manufacturers, agents and manufacturers have the following advantages: good channel relationship, more preferential cost policy, good sales promotion execution and timely payment recovery.

It is far from enough for agents to have only channels, and they must have strong promotional capabilities.

Otherwise, the manufacturers directly skip the direct cooperation between agents and large retailers such as WAL-MART and Carrefour.

With the decline of traditional channels and the rise of large scale business super businesses, the role of logistics agents is decreasing, so many logistics agents begin to pform into promotional agents.

The common points of promotion agents and logistics agents are both channels. The difference is the ability of integrated marketing and promotion.

The logistics agent is a typical dealer, after the goods are spread to the terminal, they rely on the publicity of the manufacturer or the natural sale to digest the inventory products.

The promotion agent is a typical dealer who can launch the local marketing method according to local conditions according to the overall marketing strategy of the manufacturer, and work together with the manufacturers to speed up the circulation of goods.

The reason why the nine Xin group was successful was that he had completed the pformation from a logistics agent to a promotion agent earlier.

The second network is marketing talent network.

The core of marketing is talents, and the agents with better performance generally have a group of marketing teams that can fight well.

The marketing team should have both the commander-in-chief and the good business manager and promoters.

The flow of marketing personnel is faster, and only by establishing a sound assessment and incentive mechanism can business personnel get on like a duck to water.

The team spirit, coordination and executive ability of marketing personnel can not be formed overnight, and need continuous training, training and adjustment.

The third net is peripheral relationship network.

If an agent wants to be based on the local environment, he should not only deal with the relationship with industry and commerce, taxation, city management and industry supervision departments, but also deal with the relationship with media, advertising and other service industries.

Relationship network is a smooth guarantee system for agent marketing business.

In the event of a crisis, the relationship network will even play a role in bringing the dead back to life.

Group buying relationship network is also a favorable supplement to marketing channels.

The fourth net is a consumer network.

Marketing is a war for resources, and the final focus of the competition is no doubt the consumer.

It's especially important to find fish in fish where you fish.

The first task of many products, especially luxury goods, is to find the target consumers first.

With the intensification of marketing competition, one-to-one marketing has gradually become the mainstream of marketing.

If we set up a set of valuable consumer networks in advance, we will undoubtedly save a lot of money and time.

At present, many far reaching agents have begun to build their own consumer network through conference marketing, club marketing and CRM system.

Just imagine that once agents have a loyal group of consumers, will agents still be so difficult to distribute products in the same target market?

When agents choose a wide space, they are also able to straighten up their waist and challenge manufacturers.

Vertical and horizontal joint threat retailers

With the increasing internationalization and scale of retailers, agents increasingly feel that they are struggling to ensure that many agents have to fall into the embarrassment of being trapped in the process of cooperation with retailers.

But some agents have successfully challenged agents in the cracks.

Linyi Dong Du economic and Trade Co., Ltd. is a large seasoning agent in southern Shandong. It has dozens of famous brand condiments and almost all the best condiments.

In 2002, in order to contain more and more expensive charges of retailers, Tung Du economic and trade company joined the six largest food companies in Linyi to establish the script src=>.