How To Control Manufacturers (1)

It is the practice of being a guest of the dominant position, taking the leading position, replacing the original owner, and putting the original guest in the position of the guest.

Therefore, it is a pposition method, or a robbed position method.

The key to anti guest is to take advantage of each other's loopholes and quickly step in, hold the key points, and gradually achieve their goals.

In the fast moving consumer goods industry, the cooperation between manufacturers and their regional distributors has always been the market moves of manufacturers, such as market research and analysis, consumer promotion activities design, online media design and training, and brand promotion.

And dealers are relying on their existing funds, network, warehousing, logistics and other resources to carry out specific sales work.

Each does his duty, and does his best.

Most of the dealers' concerns about the market movements of the manufacturers are concentrated on the overall cost rate, thereby weighing the actual promotion effect of these market actions on sales volume.

Many dealers also know that product sales need promotional advertising to promote channel and market pull. As for what kind of methods the manufacturer uses to analyze and analyze the market, and the design ideas of promotional activities, and the dissemination effect of brands, the more complex work details are generally not within the scope of the distributor's consideration.

Because we always feel that there are too many professional knowledge, and we can not play a role in the dealers who are not very good at the whole cultural level.

For a long time, most dealers are familiar with this way of division of labor.

That is to say, many dealers have become "operators".

However, in the process of marketing, there are two aspects of the story between manufacturers and dealers. Although the dealers do not take into account the market work that the manufacturer is responsible for, more and more manufacturers are considering how to intervene in the sales category of dealers and try to achieve the ability to control the sales of dealers.

In fact, some manufacturers have begun to move in this area.

For example, some famous brand manufacturers set up the national KA system management center, responsible for the national contract negotiations with the major KA systems, signed cooperation terms, and the right to cooperate with the KA stores and the right to negotiate were concentrated in the hands of manufacturers. Dealers from all over the world turned into a delivery company. They were responsible for delivering goods to all the stores in the KA system. The accounts were settled by the KA management center of the manufacturer. Dealers only earn a little distribution fee. Not only that, dealers lost the cooperative relationship with the KA system in real sense.

For the traditional channels, manufacturers are also taking steps.

For example, the establishment of two business management systems directly under the manufacturer, guidance distributors to establish zero shop development management system, classified customer storage, sales monitoring system and so on, and even special channels, manufacturers have not let go, can directly run battalion, or buy a special access or seal terminal, and then assign a distributor to distribute.

Over time, I am afraid that dealers will become "handle" business.

(two) dealers instead of manufacturers, and some long-term dealers from the perspective of their long-term development plan, they are not afraid of trouble to take the initiative to strive for these complex market jobs from the manufacturers. Although the market work of the manufacturers is mostly professional, but for example, the management training of the shopping guide, the basic operation of the market research, the organization training of the terminal, the design of small ground activities and so on, the difficulty is not very high, the threshold is relatively low, and a little learning can basically grasp the operation and control.

Two, how to make friends, there are many kinds of customers.

Dealers who can act as short-term agents can be referred to as "temporary customers"; a long-term brand agent should be a "long customer"; and those small dealers are always subject to the manufacturers, probably "cheap stuff". Anyway, these are real "customers", but once they master the key points of their masters, they are already anti customers.

In general, the process is divided into five steps: contention for passengers, gap, foot in, grip, success.

It is a matter of concern for distributors to become manufacturers' agents and how to choose factories and manufacturers.

Dealers are busy every day, acting as manufacturers' commodities to maintain the smooth flow of the entire marketing channel.

As a distributor, the most worrying thing is to choose the wrong manufacturer.

Choosing factories is the old saying: know yourself, understand each other, cast a net in full, catch the key, your harvest will be very impressive.

1, it is hard for many dealers to complain about choosing a good manufacturer.

The choice of large manufacturers, the results of these big manufacturers "shop bully", not only harsh conditions, profits are not high, and there are "violations" behavior, often find some excuses not to honor their commitments; choose small factories, higher profits, but the risk is too great.

What is more, some manufacturers or fraudsters are confronted with the fact that advance payment is like a drain, and manufacturers may not know where to go.

The root of this situation is that dealers do not know themselves clearly, and they do not know what kind of manufacturers they need to choose.

The key to solve this problem is to know yourself and understand what kind of business you are and what kind of needs you have.

1, the scenery should be long enough to have a look at the beginning of the dealer's day. It must have a definite purpose.

In the long run, dealers are planning to stay in an industry for a long time, or are they going to switch to other products in a few years?

If dealers want to work for a long time, they must have long-term plans. They must not only take immediate interests, but also combine short-term interests with long-term interests and pursue the best interests of both.

At this point, dealers should consider choosing one or several large manufacturers with strong strength, because the interests of these manufacturers are more stable and long-term, and the risk of operation is relatively small.

In the past few years, the business philosophy of which products are only for short-term interests and which products to make money are popular. But in recent years, this kind of business philosophy has been gradually disappearing from the market because of its adverse impact on the healthy development of dealers.

2, understand the status of their market, the market position is the embodiment of strength. Manufacturers without strength are generally not able to answer.

The strength is different. The conditions for choosing the other side are different.

Dealers should give full consideration to their local influence.

Does this mean that the distributor is the new force in the local market, or is the old businessman who has been in operation for many years? Is it through the mainstream sales channel or the secondary sales channel? Is it a distributor with strong market regulation ability or a small distributor? Only when the dealer knows his local market position clearly, can he find a suitable agent and wide owner.

3, to understand their abilities, dealers should be clear about their strengths and weaknesses. Only in this way can they "foster strengths and circumvent weaknesses" and "shorten the length", and choose the appropriate agent manufacturers to lay a solid foundation for winning the market victory.

The advantages and disadvantages of dealers include: experience, marketing skills, capital, scale, brand, sales, management, network resources, personnel quality, local relationship network and so on.

Although the emphasis is on free love, the idea of hierarchy is broken, but if it is too far away, it will not be happy.

There are many realistic factors that will block the quality of marriage.

Generally speaking, dealers with too little strength should not choose famous manufacturers.

There are no eternal enemies in the market, nor eternal friends, only eternal interests.

Everyone is equally sympathetic. The most important thing is whether we can make money or else it will be faced with a new choice. For the majority of the partners, it will definitely increase the cost. Sometimes it is a great loss to us, and it is also a fatal blow for the manufacturers.

Dealers should be good at analyzing their own advantages and disadvantages (SWOT), and avoid weaknesses.

Such as their sales skills, financial strength, management ability, personnel quality, channel network, experience, and local social network.

4, clear their selling points, dealers should clarify their market positioning: whether they are middle and high-end products, or general low-grade products; are the consumers targeted at specific consumers or ordinary mass consumer groups?

5, personalization analysis, dealers should take into account the dealer's personal character and dealer's corporate style.

Different dealers have different personalities, and their style of business is totally different.

These personal character and enterprise style will affect dealer's choice of agent manufacturer to a large extent.

6, the ideal target manufacturer, determines the image of the agent manufacturer that he wishes to choose, that is, "mate selection".

These "requirements" include dealers' desire for brand awareness, product technology content and quality, business risks and interests, advertising campaigns, channels, manufacturers' corporate culture, etc.

The more clearly a dealer knows himself, the more likely he is to find the right agent to protect himself for his healthy and sustainable development.

7, improve the quality of their own, marketing strategy to use properly, dealers only improve their own quality, and have the appropriate marketing awareness, in order to "emperor's daughter do not worry about marriage", "big money" is understandable, but can it last long?

It will be hard to say whether you will be cheated by "big money", but the more knowledge you have, the less chance you will be deceived.

Dealers should have some risk prevention measures, including reasonable inventory and financial knowledge, and more rational thinking.

As far as dealers themselves are concerned, the flexibility of selection is very strong, and they can not afford to support the cost of every manufacturer without analyzing it blindly.

We can find manufacturers that have no advanced marketing ideas and ask for more money, more support from the market, and more cost. We should find advanced marketing concepts and manufacturers to learn more about business concepts and methods. In fact, this is the general shortage of marketers at present. Dealers can also learn more about marketing management methods from manufacturers, and produce a small portion of their funds to promote sales and stabilize downstream retailers.

(2) to understand each other, only to know the agent manufacturer in detail, can we finally choose the right manufacturer and suit our agent products.

Understanding the other side is a more cumbersome and meticulous job. Dealers can only find a satisfactory agent manufacturer through multiple visits, investigations and verification.

Generally speaking, knowing the manufacturer includes the following aspects: 1, reputation, and marketing.

"No faith is not established."

If the manufacturer is not trustworthy, the interests of the dealers can not be guaranteed. Without good faith, they can not rush to marry a woman.

Generally speaking, integrity and strength are directly proportional to the size, but not absolutely.

Dealers are just the executors of game rules, not the enacters. Therefore, dealers must choose the manufacturer's "reputation" in the first place. They must have a detailed and detailed understanding of the trustworthiness of the other side, and there are many ways to understand it. Generally speaking, there are several kinds of them: first, from the public media and consumer feedback to see the "credibility" of the manufacturers outside the company.

For example, some home appliance manufacturers do not know the quality of the products. After the quality problem, they are not repentant, but deliberately hide and continue to deceive the consumers. Finally, they are exposed by the media to trigger the "credit crisis" of the manufacturers.

Through these public information, dealers can judge the credibility of the manufacturers so as to avoid the products of these manufacturers, so as to avoid "causing trouble".

Secondly, we should know the reputation of the manufacturer from the peers, and consult with other manufacturers and distributors to find out the trustworthiness of the manufacturer.

Some manufacturers promise high year-end rebates and incentives when formulating marketing policies, encouraging dealers to actively make money and pick up goods, but immediately after finding money, they find various excuses and refuse to honor their original commitments.

When distributors talk together, they seldom talk about what kind of preferential treatment the manufacturer gives themselves.