Dealers Can Not Be Treated Equally.

In the early stage of market development, because the market space is broad, and the operation consciousness is generally relatively simple and extensive, the salesmen of many factories are very fond of carrying out the development strategy of the horse park type dealer, often a large distributor can get the distribution rights of the one or two provinces, so that the development work of the dealer is greatly simplified, and because of the small number, the management is easy.

Besides, in that month, as long as dealers can fight money and send large quantities of goods, that is almost the real God of manufacturers. Manufacturers' headquarters will not care too much about whether the distributor is a province or a province two.

But now, the times are different, the environment is different, and many things have changed. With the tide of marketing refinement, large regional distributors and provincial distributors are not popular. Manufacturers are more likely to divide dealers according to the categories of regions, channels, sizes, etc.

In terms of trend, the layering of distributors is the inevitable outcome of the meticulous operation of market access management. What can this layering bring to manufacturers?

The manufacturer is a commercial organization, and the commercial organization pursues only three aspects: reducing risks, reducing costs and increasing profits. The layering of dealers must satisfy the three points that manufacturers have been pursuing for a certain extent.

Specific aspects are mainly reflected in the following aspects:

1, regional stratification, more effective market coverage

Now, with the wave of meticulous marketing work, the basic sales units of the manufacturers have gone from large areas, provinces to cities, counties and towns in the past, abolish the large distributor system, instead of changing more small and medium-sized distributors to realize the coverage of the regional market more effectively, and solve the problem of too much corruption that the large dealers have jurisdiction over the large area.

2, channel stratification, terminal and access to improve and make up for

Even in the same cities, there will always be an international hypermarket, a state owned department store, a local supermarket chain, a private tobacco store, a wholesale market and so on. It is difficult for a single distributor to meet all kinds of requirements. According to the channel type, dealers can be divided into different types of channels and terminals, so as to effectively cover various types of local channels and terminals.

This is also a realistic situation that complies with the diversification of domestic market channels.

At present, some manufacturers are also subdivided separately to specialize in special channels and distributors.

3, docking manufacturer's market movement requirements

The size of their own resources is different, and the state of their own resources is often different from each other, and the situation of their respective resources can directly affect their market execution, especially in the implementation of some progressive requirements. Before, many manufacturers' marketing activities generally require all distributors to maintain the same step, but because of the different resource conditions owned by the distributors, their execution power varies, and this leads to delays in the overall marketing activities of the manufacturers, thereby affecting the overall market operation of the manufacturers, and layering them according to the resource conditions owned by the distributors, so that the manufacturer's corresponding market execution actions can be distinguished from different categories so as to avoid affecting the overall activities. Distributors

4, forming a certain restraint in the dealer group.

Chinese people are very keen on dividing people into three, six, nine, etc. There are both sides to suppress the enthusiasm of the people, but also to stimulate the enthusiasm of the people. They divide the dealer groups into three categories, and so on. On the one hand, they will give the big dealers a certain restraint. On the one hand, if they do not work hard, the subsequent distributors will soon take their place. At the same time, they will also give some small dealers hope to encourage them to move towards the high level.

5, differentiation risk, reduce the impact of single dealer changes on manufacturers.

The market is the dealer helps the manufacturer to do, but the water may carry the boat, may also overturn.

In the regional market, dealers are fully capable of making a product die, and the direct development of reserve distributors is bound to invite the existing dealers.

In order to reduce this risk to the nearest level, we should increase the number of dealers in a single market and develop a reserve dealer in the name of a certain tier.

6, the effective rate of the allocation of resources allocated by manufacturers has been improved.

In the past, the allocation of resources to distributors was always arranged in rows. The fruit size and fruit size were almost the same. Seldom considering the individual differences of dealers, there must be a lot of waste and duplication.

There will always be brace up, starvation and starvation. After layering the distributor, dealers of all kinds can arrange the corresponding resource allocation to maximize the utilization of the resources allocated by the manufacturers.

7, play a diversified role of dealers

Distributor is not only a distributor of products, but also has many other uses. For example, in developing other distributors, the operators of the model market, the experimental fields of new projects and new products, and even the weapons that fight against competitors, of course, the diversification of these dealers' abilities must be thoroughly investigated and understood by dealers, so that the distributors can be diversified and functionalized.

8, reduce the problem of the group of dealers.

The competition of the Chinese people can be regarded as the most important part of the world, especially when they have to be flat, especially the imbalance of the distribution of interests. If the dealers' grades are the same, many of the manufacturers' policies can easily become the fuse for the dealers to attack the manufacturers, or they protest that the policy of the distributor is more favorable, or that the dealer's rebate is more timely and classified.

In addition, through the hierarchical management of distributors, manufacturers can also effectively enhance the management level of various types and more quantity of dealers. After all, distributors are not enterprises, but individuals with different characteristics. The management experience of dealers is completely groped out in practice, which is incomparable to book theory. In the past, only a large number of dealers with limited management area had the opportunity to learn so much, and the layering of dealers could better see which dealers were really contributing to the profits of manufacturers, from which excellent dealers and outstanding dealers were worthy of training.

In the future, the trend of layering for dealers will be further developed. The relative level of management and means will be further improved and evolved first. What the distributor can do, what is suitable for him, what he is suitable for, what kind of attention he should pay attention to, and so on will also be more scientific and overall planning, so as to ensure that the factory has further developed in cost saving, risk control and profit enhancement.