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How Can A County Distributor Break Through The Bottleneck Of Development?

2008/8/21 11:37:00 12

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Admittedly, the dealers in the county market can not compare with the dealers in the prefecture level cities in terms of the market area, product grades and customer group quality, but this has no absolute relationship with the profitability. The key to the dealer's profit lies in the matching degree of their resources with the local market, rather than the objective factors such as the geographical customer level.

The more seemingly disorderly and backward markets, the greater the opportunities.

In other words, dealers in prefecture level cities and even the first tier cities, on the surface, seem to have large market areas, relatively high product grades and customers' grades, but they also suffer from the pressure of flat access from stores and manufacturers, and the more intense competition pressure between their peers.

Moreover, there are three characteristics of high management skills, high management and operation costs, and high human resources cost. The "three high" characteristics have largely encroached on the energy and profits of the dealer's boss.

There are several suggestions for reference to county dealers.

Do well in your own profit model.

　　所謂贏利模式就是賺錢的方法。贏利模式的關鍵點就是當前資源、技能、環(huán)境等因素的平衡與匹配，例如在縣級市場，就是要設計迎合當地主流需求的產品結構，適合本地風土人情的客戶管理方式，使用熟悉本地市場且易于溝通管理的員工等等。使這些因素形成一定的平衡與匹配，使得經銷商自身的各項資源得以充分的發(fā)揮，最大化迎合當前所處的環(huán)境，才能形成有效的贏利模式。

In the composition of the profit pattern, an important link is the product structure design. It is suggested that the county dealers can consider adjusting the product structure to 28. The 28 opening here is that eighty percent of the products should follow the mainstream demand of the market, but also twenty percent of the products are recommended by themselves.

While complying with the market demand, we must also strive to guide part of the market demand.

Moreover, the market demand is not static. It is also changing with the consumption ability and the development of the industry. At the same time, the county dealers can import some products that are likely to develop in the near future according to the specific circumstances of the market.

The market is constantly changing and developing, and the competition is becoming more and more intense. It is impossible to do business with closed eyes. It is impossible to do business with the old imperial calendar.

There are two main aspects of learning: simply speaking, one is right and one is negative, one is learning how to do business, doing well, doing well and doing well. One is to learn how to take fewer detours, lower costs and reduce risks.

Who should learn from?

Basically, it can be summed up as learning from manufacturers, to big distributors, learning from peers, and learning from offline customers (the following terminals and the two batch of businesses often have many innovative ways of operation), and learn from professionals (marketing experts, consultants, etc.).

Supporting retail shopkeeper to wholesaler

There is a characteristic at the county level and below the county level, that is, the distribution of retail customers is scattered, and the purchase is not very regular, and the working capital is few.

On this issue, a county-level distributor can consider a way to develop a lower level retail customer in a retail customer and pfer the supply business of a small retail area to a retail store. Where is the reason for this?

First, the boss size of a retail store is also a boss. The boss has the idea of becoming bigger and stronger. From the retail shop to the wholesale store, it is a promotion.

Second, although a distributor at the county level needs to divide a profit to the newly developed distributor, it can save the time and cost of delivery settlement greatly, and make the effort to do other things.

Third, retail stores in small areas are mostly separated from each other. When retailers need replenishment, these new distributors can serve customers faster.

Fourth, it avoided the problem of delaying the settlement of retail stores at county level.

Suggestions for county dealers

1. use farmers' markets

The rural market is a major feature of the rural consumer market. The key lies in the characteristics of regularity, concentration of people and high consumption of disposable goods. The county dealers can make good use of this point, collect and check the time rule of all the local farmers' markets, combine product promotion activities of some upstream dealer manufacturers or large distributors, and combine product promotion and sales activities in various farmers' markets.

If there are conditions, some simple activities can be arranged to gather consumers to a greater extent.

2. use human resources suitable for the local market.

Whether it is personal quality or executive ability, there are certain limitations. The direct introduction of senior business personnel has the problems of cost and local adaptability. In fact, there are three groups in the county level and even in the rural market, which can be used as short-term employees, two are university graduates, and three are college students who are eager to use money to go to school. These three groups have a certain amount of leisure time, two is their own quality, three is familiar with the local market, four is more urgent about the economic needs, these groups are recruited for short-term use, focusing on some farmers' market and product assault market, and their input and output ratio is very good. The quality of employees is the key to making money. The best employees should have two characteristics: strong purpose and strong execution.

3. focus on bringing new things to lower level customers.

The new things mentioned here are not new products, but new knowledge and new ideas.

Although there is no need for advanced marketing theories or techniques in the county level market, the more backward the market is, the more room for improvement and improvement. There must be many direct improvements in the management and external operation of the distributors and retailers in the county market. As a county distributor, the knowledge learned from the big dealers and big brand manufacturers can be used to guide downstream customers to help them improve their management and operation. At least, almost all distributors and retailers have "run, run, dripping and leaking".

And it can also consolidate customer relationship more effectively.