2010 Analysis Of Tonlion's New Rising Model (3)

Innovative sales mode and market zero distance

When Tang Shi was founded, it adopted self run and Join in Two forms. But as the market changes, the performance of self operated stores is often not excellent. In the face of the disadvantages of proprietary stores, Tonlion finally decided to give up.

In this regard, Wu Huijun believes that the abandonment of self employment is temporary, in order to better manage its own business in the future. Of course, the premise of abandoning is not good operation areas, not all of them. After the implementation of this measure, the self operated stores in the more than 10 provincial capitals have changed their functions to the franchisees.

In recent years market Changes in the pattern, industry competition requires that the franchisees must have absolute advantage in operation and resource control, so that the brand can develop steadily in the regional market. Therefore, Tonlion has implemented the regional channel policy from franchising system to regional agent system, and has transferred the management rights of the franchisees in the region to the agents. The provincial and regional level are responsible for market development and operation management.

For this change, Wu Huijun analysis, the original franchise system needs to use one to one service management, which will occupy the larger management resources of the company, and the franchising system needs to develop shops one by one, and the development speed is relatively slow. In the joining system, the quality of customers is different, and some marketing policies of the Hershey Co will not be able to form a lot of obstacles when implementing the marketing policies; the current agent system is the fastest developing and expanding system; the high-quality agents can help the company quickly occupy the market, while the agent customers manage their own regional market, so that the management resources of the company are occupied less.

Brand reduction Self-support To cultivate large agents, the company will focus more on product planning, sales guidance, product management and shop optimization services. The marketization characteristics of agents can make the market more vigorous, and the market share of Tonlion will double after transformation.

After a period of operation, the advantages of agent affiliate system are fully reflected. Because of the reduction of exchange rate, agents have changed their thinking. The agent pays more attention to the market, from the original blind goods to the reasonable ordering, and guides the subordinate stores, agents seriously study the commodity planning, and pay attention to the production and sale of goods.

At the same time, Tonlion invites professionals from home and abroad to train agents to help dealers place a reasonable order, place orders for goods, improve the management level of agents, and enhance market immunity.