Deep Marketing Changes The Traditional Regional Agency System

As for the topic of deep marketing, there are many discussions on the Internet. But from the other point of view, that is, most of the white power companies are practicing the traditional regional agency system. This article is only about the deep distribution of the agent area. At present, the regional agent system is a few years ago or even more than ten years. The policy is very similar. The function of the regional agent is still the original function. Of course, the role of the business personnel is still the original function, though many times we do not admit it. At present, the white electricity market is in a state of intense competition. We all know that we need to dig deep into the details, open the network and catch the terminal. In fact, the three or four tier market of most brands is very unoptimistic. Even if other brands have problems, we haven't got many outlets. Why? Why? Now let's take a look back at some of your views. The author sums up how to conduct deep distribution. Answer: 1, become a dealer's teacher, guide distributors, win the trust and respect of distributors; 2, catch the promotion of the terminal; 3, centralized visits, such as marketing commandos; 4, choose the distributor with the advantage Network 5, narrow the scope of agency, force them to deepen farming 6, unite regional distributors, do deep distribution, and specific business operations; 7, brainwash the business people, decide the action of mind; 8, solve the "hardware", maximize the use of regional dealers' manpower, material resources and financial resources; 9, develop a careful assessment of the business outlets. To sum up, in-depth distribution: 1, business personnel (professionalism, ethics and skills, for now); 2, related to regional distributors. The above models are: A, business personnel, regional agent, network construction, deep distribution (company assessment) B, business personnel to network construction, regional agent / Note: the network construction includes two contents, 1, new outlets; and 2, improve the sales of outlets. From this legend, A mode is used by business personnel, coercion and lure agents to jointly implement network construction; B mode is the support of business agents to achieve network construction and get regional agents. Both A and B involve a regional agent problem: cost, material resources, price, manpower and even the coordination of specific business operations. These factors even determine the factors of deep distribution that are dependent on the current regional agents. Conclusion: 1. At present, the functions of regional agents are too large, the difficulty of communication or control is increasing, the dependence on regional agents is increased, and the intensity of enforcement is weakened. 2, to achieve real control of the market, the functions of regional agents should be weakened. 3, the current agent's work is reduced to only storage and logistics functions, and has absolutely no right to interfere in market operation. 4, the purpose of weakening regional agency function is to reduce agency policy and cost itself. 5, directly control the channels for the company's business people and create possibilities for every network. Deep distribution is the two goal of opening new outlets and increasing sales volume of outlets. To achieve this goal: business personnel + costs (self marketing costs and network support costs) + specific marketing operations. Analysis: 1, the current logistics agency policy is generally about half of the regional agency policy; such a region with 5 million calculation, can be based on the current policy of its own brand, you can get the spillover expenses; 2, premium part: in the current agent area generally in the company's supply price floating wholesale, such a region to 3000 sets of calculation, can overflow costs; 3, at the same time, also put an end to the regional agent to the distributor's cost interception, easy to grasp the market. 4, stimulate the enthusiasm of business personnel - the improvement of treatment and cost. Comprehensive 1, 2, only one area can overflow a lot of expenses, can calculate itself; this does not include the company itself should give normal cost (promotion, wages, advertising, etc.). That is to say, if a 5 million area agent is changed as a logistics agent, a region itself can increase the cost of its regional agency profits by more than half. With this extra cost, increasing staff, building outlets, promoting sales, and deep distribution are no longer a empty slogan for shouting slogans. At the same time, with the increase of treatment and cost, the potential of business personnel has stimulated the initiative to attack the market, and the market has been active. Therefore, weakening the function of regional agency and transforming it into the role of storage and logistics is the trend and result of fierce competition in the domestic white power market, the three or four tier market and the realization of deep distribution.