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Are Local Important Stores Run By Companies Or Dealers?

2014/8/7 23:45:00 18

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< a href= > http://sjfzxm.com/news/index_cj.as > < < a > href= > http://sjfzxm.com/news/index_cj.as > < < /a > > before entering the management * industry, it used to work in the household paper industry for more than 10 years, and the large department of paper making enterprises handed over the local important stores to the dealers. It was like the Jin Hongye paper (Qingfeng) company, the Vinda Paper Co and the Shun Shun Jie Paper Co, who were the top four in the household paper industry. They operated local important stores through the help of distributors' network resources and customer advantages. They both quickly cut into the market and saved part of the market resources. Contrary to the above three enterprises, Heng Yang Group, leader of the household paper industry, has adopted a direct operation mode for local important stores, and has also achieved market success. Heng An Group has its own advantages in product mix (Living paper, sanitary napkins, diapers and wipes, etc.), self distribution advantages (all central cities and key cities have rented their own warehouses, have their own distribution vehicles), manpower advantages (each county and even the key towns have their own sales personnel), to achieve about 70% of the local important stores direct camp. 
 < a href= "http://sjfzxm.com/news/index_cj.as" > < /a >, not all life paper enterprises can follow the example of Heng An Group's direct operation to local important stores, because they have the advantages of product combination and resource integration that other Paper Co do not have. If other companies learn the way of Heng An Group in the operation of local important stores, they will soon be dragged down by the market operation cost. Living paper industry, Taiwan Yongfeng Yu Group (May flower) once studied Heng An Group and spanferred some of the distributors' stores to the company's direct battalion, because the follow-up operation and management of the market and the matching of the company's resources were not in place, and soon failed. Now the north and northeast markets can hardly see the figure of flower products in May, and the tuition fees paid in May are really thought-provoking. Later, in May, the flower was rebuilt to restart the market in North China and Northeast China, but the market has not improved yet. There is also Shanghai potential industrial company's "Xin Hui" brand of living paper, which was fully opened in 2005, and nearly 20 million of its cost in Jiangsu, Zhejiang and Shanghai. In the end, due to unprofessional personnel, continuous failure of the company's market policy, inadequate supporting capacity of the company, logistics distribution and relying solely on third party logistics companies, and so on, the product was listed in less than a year. Recently, L, a benchmark company in the chemical industry, has also been caught in a quagmire of large scale retail business. Its operating costs have continued to increase, and its operating efficiency has been declining year by year. 
 from the above cases, it can be seen that if the direct operation of the local store company operates well, it can contribute more than a few percentage points to the profit of the company than that of the dealer operation. However, if we ignore the strength of the company and the market operation conditions, it will probably be a way that can only harvest blood and tears. The successful cases of direct operation are only printed in the paper industry, and there are numerous examples of direct operation failures. It seems that the camp is a big cake, not every company can eat. Business decision-makers, when you insist on choosing a local store company, you need to consider first. Can your company cope with the 6 major challenges to the direct operation of the store? 
 1, < a href= "http://sjfzxm.com/news/index_cj.as" > Enterprise < /a > operation cost challenge: all stores have account period, capital withdrawal is slow, and financial cost is high. If there is a sudden problem in the store operation, if the business is bankrupt and the boss is running away with money, the loss will be very large and lose everything. The challenge of business cost here is not only slow recovery of goods, but also invisible financial costs, such as financial management costs, interest and financial costs. If the local stores choose direct battalions, the cash flow of the enterprises must be sufficient. Otherwise, the enterprises will be overburdened. 
 2, the challenge of logistics distribution: now the demand for logistics and distribution is becoming more and more severe. Especially when sales of promotional products are not delivered in time, they will face huge fines in stores and may lead to products being locked down by stores. Because the direct operation of the store, the logistics cost is very high. Relying solely on logistics companies, sometimes the distribution is not timely, if the shortage of stores will affect sales, and affect the relationship with the store. The author has been engaged in the marketing of fast food products for 15 years, and has not yet met a logistics company with good service and order delivery rate of 80%. It can be seen that the distribution of goods depends solely on the third party logistics company. 
 3, challenges to the financial operation system of enterprises: fast moving consumer goods accounting has its special side, which needs timely and clear reconciliation, and is faced with problems such as special price compensation, sales inventory adjustment, consignment damage, return, and so on. Without such financial operation system support, relying solely on business reconciliation, it will be easy to get chaotic accounts and not timely repayment. 
 4, which is a professional challenge to marketers: the direct selling camp is also a challenge to the professionalism of business personnel. Entry negotiations, promotion arrangements, delivery, reconciliation, payment, annual contract renewal negotiations, etc., must be familiar with and proficient in the professional sales team of store operation. If there is no professional marketing team support, it is best not to choose a direct operation of the store, otherwise, it can only harvest failure. 
 5, the challenge of product trial sale period: the three months before the entry of new products is the trial sale period of the market. During the trial sale period, if the sales situation of the products can not reach the expectations of the stores, some stores will put more stringent trading conditions on the shelves and lock codes of the products. Moreover, many stores have set traps for trial sales of new products, and can not promote sales in the first three months, such as the Jiangsu Hua Run fruit system. Therefore, if the enterprises are directly engaged in the operation of the stores, they must choose products, whether they are suitable for the sale of such stores or whether the prices are marketable. Sometimes, it is necessary to make the product pass the market trial period through public relations. 
 6, the challenge to terminal maintenance and management capability: if the local stores are directly operated, unless the brand has strong influence, the requirements for the maintenance and management of the company will be very high. If the company does not keep up with the terminal maintenance management, even if it enters the field, the sales will not be very good. 
, therefore, whether the local stores are operated directly by the company depends on whether your company can meet the above 6 challenges. Do not choose the direct operation directly to the terminal stores. The probability of failure will be very high, and enterprises will also have to pay a lot of tuition fees.