Explain How Dealers Complete The Mix Of Products.

How do distributors complete the matching of product mix? They are generally divided into two categories: one is the construction of their own product system; the other two is the product mix in different channels.

First, we should pay attention to different types of product balance in the construction of our own product system.

First, dealers should be clear about their status and value; secondly, clear which regional market to concentrate on, and which industries and fields to engage in; finally, consider the inherent quality of products through comprehensive consideration. brand The factors such as the consumption level and habits of the regional market, the balance of the peak season, the hardware and software support of the manufacturers, and so on, will ultimately determine the system of the product mix.

With the above considerations, distributors should build a composite product mix structure. We can generally classify products into four categories: brand, profit, supplement and quantity. Different types of products have different characteristics. For example, the brand type is the guarantee for the dealer to occupy the market, but the profit is low. The profit type product is the foundation of the dealer's development, but it lacks in the brand influence. Some dealers only pay attention to the profit, but neglect the control of the brand product, and lose the market discourse right. Also like supplementary products. In order to match the extension and expansion of distributors' distribution network, the short and medium line products should be closely followed with the consumption trend and hot spots in the regional market. Others focus only on the operation of brand products. Because of the low profit, the overall development rate is not fast enough. Based on this premise, dealers must fully consider the proportion of these products when planning the product system.

Two, the product mix of different channels refers to the distributors' product mix in every channel in the specific market operation, combined with the characteristics of the channel.

In general, channel It can be divided into four categories: hypermarket, BC shop, community store and group buying. Three types of products and four types of channels can form N product matching. Dealers need to think about how different types of products can be effectively combined with four kinds of channels.

Specifically, the characteristics of channels are different, and the proportion of different types of products should also be different. For example, in the BC shop and community store, the quantity of products should be more, and the brand type products need more display. As for the shopping mall and group buying channel, the profit type products should occupy an important share. But we must adhere to the principle that all channels must have a brand product of not less than 25%, and a profit product of not less than 20%, otherwise, the risk of channel control will be weak or the overall profit of the channel will be low.

In this link, we must pay attention to two points: first, the premise of channel planning is product attributes. Location And planning, we need to negotiate with manufacturers to get corresponding support from manufacturers. Second, we should adjust the matching ratio of different types of products in different channels according to the market situation. The adjustment period is not less than a peak season. For example, products such as drinks and sweets are very obvious in the peak season. The adjustment of product system needs more timely and accurate.

Therefore, through product mix, not only can we enhance our right to speak in the game of factories and terminals, but also lay a good foundation for future development. It is worth noting that when dealers do such a work, we should also enhance the management and cooperation ability of the team. Only in this way can we ensure timely response and change in the face of different needs of different channels.