Home >

Why Big Dealers Are Willing To Dedicate Themselves To Small Brands?

2008/12/2 11:41:00 70

??? 日本語 Fran?ais English 中文

Many people say that big distributors will only contribute to big brands.

This makes small brands very self abased.

Actually, this is not the case. We have been well supported by big distributors in helping the growth of small and weak brands. These weak brands can grow so big today and they can not fail.

Not only are we assisting, but most of the small brands that grow well today can be strong today, and they all benefit from this.

I don't believe you can look at it carefully.

As a small and medium-sized enterprise, I would like to believe this point generally, but the question is: Why are large dealers willing to devote themselves to small brands?

　　原因1：大經銷商不是獻身小品牌，而是獻身對自己很有利的賺錢方案。品牌的大與小不是關鍵，關鍵是是否利于經銷商賺錢，只要利于賺錢，即使是小品牌，經銷商也愿意跟著干。

What does an enterprise sell to a dealer? Is it a product (service)? Is it its own strength? Is it a price or profit space?

Neither, nor are they.

Why not? Because dealers are concerned not only with one item, but also in essence.

Why are they all? Because these are all related.

Dealers are concerned about all these components of the system, which is a money making program.

There is only one criterion for evaluating this scheme: is it the best way to make money for yourself? Is the product (service) best able to make money?

Good products (services), but bad promotion, or service or price, may affect the ultimate profit. In turn, it is not necessarily the best product (service), but because the whole system is designed to be competitive and profitable, it is still a good way to make money.

As to the size of the brand, it is easy to see clearly.

The big brand is a good shake for Qian Shu, but not for distributors.

We know that many big brands leave the profit margin to dealers very low, and pfer most of the distribution risks (such as capital, inventory price adjustment, etc.) to distributors. Big brands can do this. Why not? I have the conditions, because I want to sell too many people, I have the initiative, I will make most of the money, but it will not be a huge profit, I do not need to get rid of the huge profits, so simple.

So, for dealers, it is not necessarily the best way to make money.

Conversely, those small brands that are or are expected to grow at high speed may make dealers better make money.

For example, the profit space will be bigger, the market site will be bigger, the entry threshold will be lower and so on.

I have a very vulgar analogy. The dealer's right of a big brand is sometimes like a sauce, chewing meat and abandons it.

But good small brands are like small stocks that are rising, making big investments.

Of course, it is not a small brand that equals good stock. It must be a well planned small brand. It is well planned and combined from all aspects of marketing to form a system that is most beneficial to dealers to make money and most conducive to their own growth.

Whether it can help dealers to make money is the key. No big brands can't make good. Small brands can also make them good. Ultimately, dealers are concerned about themselves.

　　原因2：小品牌也可以把設計好的賺錢方案向有實力的經銷商推廣得很成功。

With a good money making plan, the only solution to the first step is not success. The promotion level of the plan will determine the result.

Is it possible for small brands to be successful? Maybe, but the right way must be used.

方法1：找對對象

It's like finding a wife or looking for a husband.

It's better not to have money or to be beautiful.

Does the other person's character, lifestyle or even values (similar to dealer's reputation, cooperation concept, business ideas, etc.) suit you? Can the other party tell you whether you like to call (similar to the dealer's need for this kind of thing? Is there any objective need to invest in this project)? Otherwise, wishful thinking will be very tired, and it may be useless.

In addition, the two sides are good health (similar to dealer resources, network, team and other resources strength), can we have children? This marriage is bound to have children (produce good sales and profits), otherwise divorce, will involve property partition and a lot of trouble, may be unpleasant, may leave behind sequelae (in addition to leaving bad market reputation, but also may lead to market confusion, such as arbitrary price, etc.).

Finding an object is not the ultimate goal. The ultimate goal is to live, not necessarily to grow old together, at least for quite a while.

So if you want to be right, if the two sides are talking or calling, the cost (time, cost, energy, etc.) of falling in love will be greatly reduced.

Therefore, before the investment, we should collect and establish dealer files and conduct research, classification, prioritization and screening of distributors.

We should not attack blindly. We should concentrate our superior forces to attack from where we are most suited.

　　方法2：要包裝好形象

Although I am small (small business) or young (new or weak brand), but I can be beautiful (corporate and brand image), if I am very difficult to be beautiful, I can become lovable (corporate and brand image).

Although I have no money (less money), I can be very cultured and have good taste (ideas, credibility, ideas and other software).

Although I am not big, I can be very beautiful.

These are not patents for big brands.

This image wrapper is not only VI, but also ideas (MI) and behavior (BI).

Packaging each element of the project, such as enterprise, product, technology, service, promotion, policy and so on.

A small brand that is well packaged is like a young man.