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Find The "Longmen" Of Dealer "Ichthyosaurus"

2008/8/14 15:33:00 29

Market competition creates brand, but also inspires brand effect.

When foreign capital threatens the status of domestic agents after entering the WTO, it is an inevitable trend for dealers to build their own brands.

Dealer brand is a brand new concept for distributor's value.

In the "pond survival rule", how many fish can big fish eat small fish, small fish eat shrimps, and equally competitive markets?

As a weak "little fish", where is their way of existence?

Large and medium distributors have their own living space. The key is to analyze the development direction of the industry and adjust their business strategies according to market changes. The key to brand building is to be honest and trustworthy, and to improve their professional ethics and management level.

Do not doubt that dealers are also a commodity, also have the sense of self promotion, but also to create their own brand, its brand will also bring more bright prospects for development and better economic benefits.

Some people have envisaged this scenario: no longer because you have a brand-name product, someone to pick you up, you want to maintain the relationship with the well-known brand manufacturers, but some people want to do business, happy to get you goods, manufacturers want to maintain the market must rely on your strength.

Thus, you become an insurmountable link in the chain of product sales.

This is the "Longmen" of the dealer "Ichthyosaurus".

Brand misunderstanding of small and medium dealers

The so-called brand is a general term of value, so the distribution or sales service provided by the distributor is also a product to some extent. Dealers can rely on the brand effect to maximize their profits, and the dealer brand is a comprehensive embodiment of its strength and value.

But in China, few dealers are aware of this. When it comes to building a dealer's own brand, more people will think of buying and selling the OEM.

It should be recognized that this is a very effective way.

However, because of the size and strength of dealers, it can not be done by every distributor.

People often tie products and brands together, and think that making brand is just making products, and they must buy or sell.

And OEM and buyout are not what any dealer can do. It is difficult to start without strong economic strength, network resources and industry awareness.

Regarding the establishment of dealer brand, the experience of retail format is worthy of study and reference. In the field of super stores and chain operations, not only some foreign funded enterprises have high brand awareness, but also the Chinese native chain enterprises have a good reputation and momentum of development.

The reason is that in addition to strengthening the role of terminal and attracting investment from interests, it is more important to introduce the competition mechanism and compete with international capital. The penetration of these advanced management concepts and the pressure of competition have given birth to China's retail brand awareness.

With the entry of WTO and the opening of retail industry, the domestic agency and distribution industry has been open to the outside world. It is bound to attract foreign logistics brand operators and channel operators to actively expand the domestic market, and the competition will also rise to the brand level.

However, the brand building of domestic dealers is still lagging behind, and the huge value-added space of dealer brands is not seen. Because at present, the brand building of domestic distributors is still in its original stage, and almost no brand has been formed.

But in the long run, dealers' business philosophy, perfect management and logistics modernization will eventually be concentrated on their brand image.

How dealers shape their brands

There are many ways for dealers to shape their own brands. We have summed up the most common ones.

Using product brand to pave the way for dealer brand

Good products rely on agents, whether they are agents or self created brands. Products with reliable quality, new packaging and reasonable pricing can win the market, and dealers who win the market can build their own brands before they have the value of existence.

At present, a considerable number of agents have a more profitable way, or stay in the market oriented stage.

Their eyes only focus on the products themselves and their eyes, not on the long-term perspective of brand management, and seek more profits by building brands.

Take the details of purchase and return, most of the agents and manufacturers and brands are arguing the most about the point of discount and the rate of return, rather than the final marketable price of the product, such as more advertising, technical support, style renewal and so on.

Such a negative impact from a brand perspective is obvious, for example, the high rate of return on the one hand makes it easy for agents to dispose of their orders and disjoins goods from the sales market. On the other hand, it increases the inventory and cost of brand owners and lengthen the operation cycle.

Inspecting the quality of a product must be carried out in the following three aspects: first, the system of the production enterprise; generally speaking, some old state enterprises have heavy burden and high production cost, resulting in the high price of the products and the small operating space of the distributors. The buyout business is "eating" two producers and distributors. I think the most ideal is the OEM production enterprise. He does not need to bear the burden of the heavy maintenance workers, the production cost is low, the space for the dealers to operate is large, and the product brand is his own. He is generally prepared to run the long-term business.

Secondly, the product quality is better, the packaging should be novel, and the price should be reasonable.

Finally, it depends on the support of manufacturers, manufacturers can not pfer the risk to dealers, dealers can not do without risk, as long as profits, it is unrealistic, manufacturers should be a strategic partnership.

Getting a good brand is very helpful for shaping dealer brand.

Dealers can promote their brand by product brand, and the promotion of their brand will increase the weight of the brand for dealers.

Buying up OEM is strategically advantageous.

Self created brand is a way for dealers to pform.

With the success stories of Jinliufu and little confusing cents, buyout or OEM has become the dream of many big dealers.

Shanghai's gold manager believes that buyout and OEM are a way for merchants to compete with manufacturers for market profits in order to realize their advantages in network and channel.

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