There Are Different Opinions: Find A Supermarket And Act As An Agent.

Nowadays, the threshold of Shang Shang supermarket is getting higher and higher. There are a lot of shop charges, promotion fees and heap fees, and the prices are also getting higher and higher.

Because of this, some enterprises have offered a strange trick: to find a local chain dealer who has great influence on the supermarket as an agent, and to upgrade the retailer to a wholesaler.

The industry has mixed opinions about this method.

The advantages of innovation are many.

Li Yunquan, manager of Shenyang City: there are at least four advantages for the supermarket to act as agent: 1. save money.

Now that the supermarket has been your agent, you no longer need to worry about what kind of "taxes and levies" such as store fees set up in supermarkets, and 2., give priority to promotion.

Shang Mei supermarket has become an agent. It will naturally give priority to the promotion of your products. Therefore, your product occupies a good place on the shelf, and there is no problem in setting up a stack in the eye-catching place. Moreover, the purchase guide card and the shop hall advertisement will not be less. These are good ways to promote sales in the supermarket, and now you can do it without spending money; 3., drive sales.

Now that you have worked with the supermarket, your relationship is much closer than that of the general supplier. Your other products supermarket will also give better treatment, so it can play a role in promoting the sale of other products; 4., guide consumption.

The business taste supermarket itself has the role of guiding the consumption. If it is an agent, you can start the market quickly by borrowing the influence of the supermarket and let a lot of stores guide the consumption.

Therefore, I personally think that it is a pioneering work to invite dealers to taste supermarkets as agents, and its advantages are many.

It is a brilliant idea and can be used for reference.

Fu Rongzhang, manager of Beijing sugar and wine company: this move is high enough to "capture" the supermarket and make it serve for oneself.

If the enterprise can solve the defect that the supermarket has no network itself, it should be able to benefit a lot. I think this method is worth learning from and learning. If I go to open up the foreign market, I will also consider finding a supermarket to act as agent.

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More care is needed.

Gong Juncheng, manager of Bengbu sugar and wine company in Anhui: it looks good on the surface, but there are many hidden dangers and should be treated with caution.

It is impossible to distribute products in large quantities, and even a chain supermarket with dozens of branches is not enough to start the market on its own. Secondly, wholesale and retail are two totally different concepts, and now people in big supermarkets and supermarkets are spoiled by suppliers, all of them are "cattle" very much, so their personal capabilities and management ideas are not suitable for wholesale. Once again, competition between supermarkets is fierce. They can not make great efforts to wholesale. If only a few people are to set up a wholesale department, how much energy can they have? So I think there are a lot of hidden dangers in this matter, and enterprises should be cautious. First of all, there is no network in Shang Shang supermarket.

Disadvantages are not enough.

Yang Gongwu, manager of Wannan District, Anhui gold seed Group Corporation, also works as a terminal.

But we only look for the head office to distribute the chain stores through the head office. We have not yet increased the business super to dealers, because there are too many disadvantages, and the most serious consequence is to cause price confusion and shorten the life cycle of the products.

If you have identified a supermarket as an agent, the price you can give him can only be the factory price, regardless of whether the products of other supermarkets or shopping malls are supplied by the enterprise or the supermarket. The price can only be terminal supply price, at least 10% of the factory price, and this gap will make the supermarkets fight the price war, which will lead to price confusion.

I believe that when supplying a company, the same level of business should be unified price, only in this way will not cause price confusion, resulting in product life cycle greatly shortened.

The law is not sustainable.

People in the industry are divided and commended. What do experts think of this phenomenon? Mr. Fan Yunfeng, a famous marketing expert in China, also commented on this issue.

Mr Fan said that it is right for enterprises to reduce intermediate links and to fight the main terminal, but it is inappropriate to set up supermarkets as agents.

In addition to the confusion caused by what Yang said above, the bigger drawback is that it does not conform to the marketing rules.

At present, China's market economy is very irregular, and the applicable theories are western marketing methods. This is also in line with international standards, but there is no precedent for success in the West.

As a commercial supermarket, retail is the main business. Wholesale has gone beyond its scope of operation. China has joined the WTO, and supermarkets should follow the international norms, otherwise they will not be able to protect themselves.

As far as I know, none of the famous wineries in China uses this method, because this is a short-term behavior to please the supermarket.

This kind of behavior is a typical "hammer sale". It will never have lasting vitality, nor will it establish the brand and image of an enterprise.