Developing Complex Channel Dealers Without Worries

Channel is the soil for dealers to survive, maximize the value of channels, and dealers can obtain sustained profits, so as to stabilize their position in their peers and win the qualification to compete with manufacturers.

With the change of upstream manufacturers and downstream terminals, dealers have begun to adjust their profit models. The use of compound channel mode is an important direction for dealers to adjust.

Composite channels can also be understood as a channel combination, that is, to combine two or more than two channels according to the manufacturer's product characteristics and downstream terminal needs, and extend the width of channels through the extension of similar products.

On the "China sugar and wine dealers' Development Forum (Shandong)" held in July 16, 2006, we conducted a questionnaire survey on the concerns of distributors. Among them, 283 people mentioned the channel problem, and the reference rate reached 56.6%.

Among these distributors, 34.9% of the two channels were operated at the same time, accounting for 43.3% of the total number of "hotels + circulation", while 37.2% of the three and above channels were operating, accounting for 25% of the hotels, + circulation + group buying, and 27.9% of the single channel operators.

We find that the proportion of businesses in various channels is quite equal, which reflects that any single channel at present, its driving role is becoming more and more weakened, and the most obvious is the driving role of hotels.

From the data in Table 1, we can see that the compound channel mode is increasingly being used by dealers.

So what is the root cause of this compound mode? How to complete the organic combination of channels and how to choose a suitable channel mode becomes the key to solve the channel problem.

The development of distributors from a single channel to a composite channel is mainly based on the following reasons:

First, the change of upstream manufacturers.

At present, many manufacturers' marketing methods return to the product strength, an important embodiment is to return product value from channel value, and design channels based on products, which requires dealers to make corresponding adjustments.

Wahaha, for example, is mainly driven by circulation products, but recently launched high-end dairy beverage products and started to enter high-end hotels and special channels. As Wahaha agents, these channels need to be explored to increase new profit sources.

Two, the change of downstream terminals.

At present, the terminal form has undergone great changes, which is mainly reflected in two aspects.

First, compared with the era of "terminal winning", the environment of terminal is deteriorating. Dealers are facing more and more confusion. For example, the vicious competition of hotels is aggravated, credit is serious, money is hard to return, and the situation of their own drinks is serious. The driving role of the hotel has been gradually weakened, and the circulation market is running rampant and the counterfeit products are flooding.

These changes have brought greater business risks to dealers. It has become the consensus of dealers to "put an egg in multiple baskets" and "the east does not brighten the West."

Two, new terminals bring new demands.

For example, before the sale of milk powder was mainly sold in supermarkets, some baby and infant stores also began selling milk powder. Previously, liquor products were mainly sold in hotels, supermarkets and other traditional channels, and with the increase of their own drinks, smoke hotels appeared in large numbers.

These changes make dealers need to adjust existing channels.

Three, the dealer's own changes.

With the completion of upstream manufacturers and downstream terminal integration, the trend of dealer integration has emerged. More and more dealers feel the pressure of survival. Only by being strong and big can dealers survive in integration.

Therefore, in the region, we must do more professionally and constantly highlight our strengths to achieve long-term development.

After trying to extend to the upstream and downstream, many dealers returned to the original position of agents. At the same time, they also realized that on the basis of the original product system, they could expand the variety of similar products, widen the width of channels and maximize the value of channels, so as to make themselves more professional and authoritative.

For example, the Huaibei Jun Peng Trading Company has focused on creating a super business and distribution channel through the franchised business of all kinds of snack foods. The sales scale has exceeded 100 billion yuan and achieved its own breakthrough.

The above factors make dealers need to move from single to compound. However, it is worth noting that recombination is not a simple superposition, but not a better way to carry out full channel operation. It is necessary to combine organically according to their own circumstances and optimize the allocation of channels.

To realize the organic combination of channels, we need to consider from the aspects of products, market conditions, dealers' own resources and channel selection. We can say that this process is also a pformation process from a small to strong dealer, and is a new leap.

The product is the "blood" of the channel, which requires a matching degree between the product and the channel. To a certain extent, the product mix of the dealer determines the channel combination.

For example, Tangshan Jilong commercial agent Jinliufu, its main channel for business super and circulation, and Tangshan Wei Trading Agent of the national cellar 1573, Yantai the Great Wall, Luzhou series, willing, safflower Lang, red star and other products, its network covers the catering, circulation, night channel.

Different market conditions are also important factors for channel setting.

For example, in the Hebei and Henan markets, the smoke hotels are everywhere, so the local liquor distributors' channel combination is mostly "Hotel + circulation + smoke Hotel" mode, but in other provinces, it is not necessarily this mode.

about

Tai'an Taishan famous drink Co., Ltd. Meng manager proposed the construction of a "three-dimensional" channel structure.

He believes that the most important point is to choose channels: hotels should be carefully screened, Royal Hotel should be preserved and power saved; business hyper should actively cooperate, operate profitable products and win profits; group buying should be actively planned, rationalize the channel composition, ensure profits; for retail, actively build networks, strengthen scientific management and enhance competitiveness.

In addition to the above factors, dealers need to adjust themselves.

For complex channels, if there is little correlation, such as catering and distribution channels, there is little relationship between complementarity and inheritance. Dealers need to be grouped and operated separately. If the product is relatively relevant, such as business super and circulation channels, dealers need to be centralized.

This puts forward requirements for dealer management.