Use Golden Handcuffs To Lock "Excellent Dealers"

In a period of time, the mode of "brand + agent" has made many brands in Jinjiang blossom everywhere in the north and south of the river.

But this mode also brings a problem: the number of excellent dealers is limited. In the current situation of brand homogenization, it is a headache for many enterprises to retain the hearts of excellent dealers.

In July 31, 2008, the third "Jinjiang Post Doctoral Forum" was held at the Jinjiang expert activity center.

On this forum, Lu Changbao, a postdoctoral fellow at Peking University and a doctor of management at Fudan University, gave a speech entitled "marketing channel construction and design" to entrepreneurs.

In his speech, Lu Changbao put forward his own views on the current confusion of Jinjiang enterprises.

"In a sense, the channel determines the value of the product and determines the content that the enterprise wants to convey to consumers.

If the products of the seven wolves appear on the stalls, consumers can basically decide that the products are fake: through long-term channels, the impression of the seven wolves in the minds of consumers is definitely not the so-called stalls.

However, if the first seven wolves did not take the form of franchised stores, would consumers still have such approval?

I am afraid it is very difficult! "

As for the important role of marketing channels in the process of brand promotion, Lu Changbao made the statement.

In Lu Changbao's view, the reason why the quality dealers can't stay is because the enterprises are relatively weak in the process of dealings with the distributors, and there is no way to control the initiative.

"Many enterprises are complaining that dealers are demanding more and more stringent requirements.

When you take the goods, you must give them a discount. You have to pay back the money. After the products are sold out, the funds can not be returned to the enterprises in time, and the money is harder to deal with.

No wonder enterprises have such a feeling.

In fact, the reason for this situation is not that dealers are too big, but that there are too many production enterprises, so that dealers can have room for selection.

Lu Changbao believes that it is the above reasons that make many enterprises have a headache on retaining outstanding dealers.

And this kind of unequal, in addition to let enterprises can not keep good quality dealers, there are still some problems that enterprises can not face.

"To feed the distributors, the enterprises lack enough cash flow, and worry about the problem of the dissemination of the enterprise's products due to the sudden burden of the dealers.

All kinds of problems are plaguing enterprises.

This situation is particularly prominent in small and medium-sized enterprises.

Lu Changbao said.

Influential distributors are good for the promotion of corporate brand, but this does not mean that the productive enterprises must find the most powerful ones in the process of finding distributors.

"Especially for enterprises that are not too famous for brand names, it is often better to find a dealer who is more consistent with their brand awareness than to choose the most powerful dealer in a particular area."

Lu Changbao suggested.

The phenomenon of dealers fleeing goods makes many production enterprises feel headache.

As for the phenomenon of fleeing goods, Lu Changbao believes that the main reason is that enterprises have no way to control the initiative.

"In the process of cooperation with dealers, stronger dealers can obtain goods at lower prices, while other general dealers may get higher prices.

As a result, dealers who are buying goods at a lower price are likely to get fleeing.

Lu Changbao said.

If we want to put an end to this kind of behavior of dealers, Lu Changbao believes that the content should be limited when the two parties agree on a contract.

For example, the contract should include the following areas: which area is the distributor responsible for, and the map of the responsible area should be attached.

These details must be clearly written.

Lu Changbao suggested.

But Lu Changbao also believes that the phenomenon of fleeing should also be treated differently. At least when the new product enters the market, the phenomenon of fleeing is still helpful to enterprises.

"This can help enterprises develop the market from another aspect."

Lu Changbao laughed.

Although the purpose of manufacturing enterprises and dealers is to make more money, in Lu Changbao's view, the two have different interests.

The most fundamental purpose of distributors is to sell the goods in hand.

Therefore, in a specific period of time, they may do some processing on the price of the goods in their hands, so as to avoid forming a phenomenon of pressing goods, while manufacturing enterprises do not want to see such a situation, which is a conflict often occurred between the two sides.

In this regard, Lu Changbao gave his own tricks: use equity incentives and other ways to "ally" with dealers, and firmly lock dealers around the production enterprises.

"For example, an agreement can be signed between an enterprise and a distributor: the two sides jointly contribute to the development of a market that has not yet been developed.

Enterprises can give such a promise to dealers. When the market develops successfully, a certain proportion of stock returns can be granted to dealers in accordance with a certain fixed proportion.

On the one hand, it will not only help the enterprises in the market development, but also better retain the dealers, especially when they have the equity of the enterprises.

Lu Changbao suggested.