Dealer Development And Management

In terms of channel construction and management, whether it is a two or three level channel mode, in essence, it is the development and management of distributors.

Even if the first level channel mode is analyzed from the angle of manufacturer's management, after developing to a certain stage, it will also pform its regional sales company into shareholding system or treat and manage by distributor.

This article will closely link with the practice of liquor making enterprises, and talk about the key of channel construction -- the development and management of distributors.

First, the analysis of dealer types. Most liquor enterprises find dealers basically using the following three methods: first, through the rum.

As the most concentrated place for dealers, the two quarter of the year is known as the first meeting in the world. Therefore, many liquor enterprises will invest heavily in the sugar and Wine Fair. They will not only talk about the meeting, but also send materials and samples after the meeting.

But careful investigation is not difficult to find, for most of the liquor companies, there are few customers who really succeed in the investment through the sugar and liquors Association.

Two is the company organized, planned or unplanned sales manager, salesman, according to the arrangement of the enterprise to the market to find distributors, to find customers.

The three is that the enterprise determines the marketing strategy and marketing plan, selects the market and organization team in a planned and step-by-step manner, and through the local TV, newspaper advertising, Recruitment dealers, through mutual visits, determines the cooperative relationship.

In the face of a long market, how can companies find and choose distributors that are suitable for their products?

First of all, we need to know the source and composition of distributors. The distributors of liquor making enterprises are composed of the following parts: first, state-run sugar and liquor companies and non-staple food wholesalers.

The two is the Private Companies formed by the above companies.

Three, since the reform and opening up for more than 20 years, due to the rise of the wholesale market, a group of self-employed individuals engaged in the wholesale of sugar, wine, food and beverages have been accumulated and developed for a long time.

We can divide dealers into two types, namely batch and terminal, from the perspective of different operation methods and the applicability of products.

　　1、批發(fā)型 　　該類型的經(jīng)銷商不論是規(guī)模大的、還是規(guī)模小的，是經(jīng)營(yíng)時(shí)間長(zhǎng)的、還是時(shí)間短的，經(jīng)營(yíng)品種多的、還是品種少的，都具有以下共同特點(diǎn)： 　　·經(jīng)營(yíng)方式是坐商，客戶自己上門(mén)提貨，即使是送貨也是老客戶，主動(dòng)開(kāi)發(fā)市場(chǎng)的愿望比較差，客戶既有區(qū)域市場(chǎng)的便民店、小商場(chǎng)、酒店，也有郊區(qū)以及周邊城市的二、三級(jí)批發(fā)商 　　·在經(jīng)營(yíng)場(chǎng)所上，大部分選擇在城市的批發(fā)市場(chǎng)或者酒水批發(fā)街租賃鋪位，如北京的小井市場(chǎng)、哈爾濱的道里區(qū)等 　　·在經(jīng)營(yíng)品種上，夏秋主要經(jīng)營(yíng)啤酒、飲料，冬春以白酒為主，經(jīng)營(yíng)品種非常多，圍繞食品、酒水、飲料，什么好銷賣(mài)什么 　　·從經(jīng)營(yíng)品牌上看，大多數(shù)經(jīng)營(yíng)暢銷品牌，既包括全國(guó)名牌如茅臺(tái)、五糧液，也包括地方性名牌，有些規(guī)模多、實(shí)力強(qiáng)的經(jīng)銷商甚至是名牌產(chǎn)品的總代理 　　·從經(jīng)營(yíng)利潤(rùn)上看

As a result of the large quantities of goods, the brands and varieties of the wholesalers are small and the competition is fierce. The price pparency and profit margins of the products are very low. 2, the terminal type dealers are derived from the wholesale type. Some are the professional beverage and beverage agents that have just been established in recent years.

Development of customers, customers are mainly large and medium-sized hotels, shopping malls, supermarkets, in the business premises, and also choose the beverage market or nearby offices. Some even choose medium and high grade office buildings. They are relatively small, and are relatively fixed. They are mainly middle and high-end products. From the perspective of brand management, they do not like the best-selling brands and high quality goods with high price pparency because of their high cost of sales. Moreover, the brand of their operation requires the general manager of the region. Although the gross profit is relatively high, the selling cost is higher than that of the wholesalers, so the cost of pportation, manpower and promotion is high. Therefore, profits and risks are directly proportional to the profits and risks, though we can still subdivide them, but they are inseparable from these two basic modes. It has the following characteristics in its operation.

Their common points and interest points are as follows: the profit margin of operating profit is a very important factor for dealers to consider brand names.

For new brands or those who decide to sell products based on "terminal", they often require higher profits to support their sales expenses, and can also accept the best selling brands and relatively low profits.

Business difficulty (market demand), according to the experience of market development, when choosing agent brand, they will comprehensively judge the factors such as product price, packaging, market positioning, and current market competition status, so as to determine the difficulty of new agent brand management.

Manufacturers' support and service level are the most important concerns of dealers who are relatively mature in operation. For example, in the period of product introduction, whether manufacturers can help to distribute goods, whether there is support for advertising and promotion, the comprehensive management and service level of manufacturers, etc.

The management level of the manufacturer's management level (market control capability) is actually the control ability of the manufacturer to the market. Most dealers are very concerned about the market control power of the manufacturer, and are afraid of the problem of "fleeing the goods" by "predecessors planting trees and future generations enjoying the cool".

Long term commitment of manufacturers is a question of integrity in essence.

Some enterprises, because of the problems of management system, may lead to overthrowing the original policy when there is leadership or supervisor replacement. Some enterprises will also hurt the interests of dealers for immediate interests or personal interests. Various uncertainties make dealers more willing to choose those companies that are more mature in management.

Why are dealers making advance payments to Hangzhou Wahaha Group Co every year? It is very important that Wahaha's long-term commitment can be fulfilled and won the trust of dealers. This trust includes not only trust in Wahaha's management and service level, but also recognition of its business philosophy and values.

The way of payment for capital and payment is actually a manifestation of all the above factors.

For a brand with high profit margins, difficulty in operation, strong support from manufacturers, and strong control ability, it is not a difficult task to make cash in stock. On the contrary, some dealers may not be willing to sell products even if they are on sale.

Two, how to develop and select many distributors and small and medium sized enterprises in the liquor market in the process of market expansion.

For example, finding a first class, large dealer is often a "hot shave". The other party is not interested, or the conditions are very high, in terms of payment methods, advertising fees and so on. Some dealers have high recognition of your brand, but lack of experience in marketing management and market operation. The difficulty of communication is very large in the process of cooperation, so they can not execute the company's marketing strategy very well. Some enterprises choose distributors when they choose distributors, regardless of whether the distributors or distributors of the market representatives are interested in the paction.

In fact, many problems can be avoided and solved completely.

The process of choosing a distributor is just like finding an object and getting married. Choosing a suitable distributor is the key. Whether wholesale or terminal, it must combine the comprehensive strength, marketing strategy, breadth, breadth, depth and compatibility of the product line, product positioning, target customer groups and other comprehensive factors, as well as the resources owned by the enterprise to make analysis and decision.

In addition to the three standards of channel construction, namely economic standard, controllability standard and applicability standard, we should pay attention to the following points when choosing distributors: 1. When selecting distributors, whether they are met by sugar and wine or friends or go to the market for inspection, they must choose more.

We have made such a mistake in the Northeast market. A dealer likes one of our brands and takes out 800 thousand cash to buy the distribution rights in the regional market. However, he has no experience in terminal sales network and management.

The other one has a very mature network, but we can not agree with the payment method. We finally signed the contract with the first one. The result is that the dealer spent 2 years to sell 800 thousand of the goods. Not only did the dealer lose money, but also we lost the opportunity to open the market.

2, on the basis of its brand and product line, determine what type of dealer to choose. If the product line is long and the variety is large, and it is mainly low and medium grade, it is probably more appropriate to choose a wholesaler with strong strength and long business hours.

Because there are a large number of advertisements and promotions in the middle and low grade products entering the market, it is necessary for dealers to have excellent two or three level distribution capabilities.

On the contrary, if the brand and varieties are relatively single and the product positioning is relatively high, then it is more appropriate to choose the terminal type.

However, we should also pay attention to the number of liquor brands, whether the target customers have conflicts, the comprehensive strength of manufacturers and the operation ability in the market.

In order to prevent this situation from happening, enterprises should make an objective evaluation of the dealers. In order to prevent such a situation, the enterprises should make quantitative and objective evaluation of the dealers: quantitative analysis table, quantitative factors, weight, geographical coverage, the number of distributors and retailers, the number of distributors and retailers, the degree of conformity of the business scope, the scope of the business, the sales volume, the profit, the quality of the employees, the educational level, the training level, the level of the products, the quality of the products, the qualitative analysis, the qualitative analysis, the weight, the cultural values and the codes of conduct, the comprehensive quality of the managers, the management system and the execution of the 3 employees, the mental attitude and the staff of the employees, and the staffs' mental attitude, and the staff's attitude towards the operation of the employees, and the staff's mental attitude, and the implementation of the system. The employees' mental attitude, the staff's working attitude and the staff's mental attitude are the most important factors that affect the quality of the dealers. The quality of the products is also evaluated by the following factors: the quality of the products, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the training level, the grade and the price level of the product structure, etc., the qualitative analysis table, the assessment factor, the qualitative analysis index weight, the enterprise's cultural values and codes of conduct, the comprehensive quality of the management level, the management system and its implementation, and the mental attitude of the employees. 3. Most of the enterprises only make qualitative judgments on the dealers, especially the opinions of the main personnel.

The growth rate of the business flow ratio is three. The management of distributors is the key to the success of marriage. If the marriage can be maintained for a long time, the key to it is the management of distributors.

The quality of distributor management is directly related to the implementation of the market strategy and whether the two sides can make money to achieve "win-win".

The core of dealer management includes three aspects: one is the management of market operation, the other is the management of goods, and the three is the management of market operation and the implementation of money management, the management of market representatives.

1, the management of market operation most enterprises think that everything is fine after signing a contract with a distributor and sending remittance. In fact, this is only the first step in the long march. If there is no management of the operation of the distributor market, even the cash and spot customers are facing the loss of customers and the market, and there are more risks in the consignment business.

Therefore, the core of distributor management is the process management of its market operation. It includes the following points: the management of information system management and marketing information system is the process of collecting, collating and analyzing market information.

It includes basic market information such as human resources, social environment, consumption demand, preference and so on. It also includes competitors' products, prices and canals.