How To Control Manufacturers (Three)

There is a step-by-step process for the dealer to replace the part of the manufacturer's functions. Since the manufacturers can not give everything to the distributor at the very beginning, no one is willing to give up the power. Third, the function replacement ability of the dealer needs to be improved step by step.

1, grasp the intimacy with terminal providers, dealers must be able to firmly control their terminals, so that they can truly replace their functions.

To seize the intimacy with terminal providers and embody strong centripetal force among terminal providers is the biggest capital for dealers to create opportunities.

2, to build up its own marketing team, such as being king of the mountains, without people, can not have their own sites.

The dealer's own marketing team consists of the following members: the end of the shopping guide, the sales promotion staff, the business promotion staff, and the......

3, the right of manufacturers to let go is large enough. For dealers, the right of manufacturers to let go is large enough, and it is also a must not be ignored.

Then, how can we measure the right of manufacturers to give us their own rights?

Are manufacturers willing to listen to their own opinions? Are manufacturers willing to let dealers form their own terminal business teams?

4, whether dealers themselves are ready for sale or not, dealers should make adequate preparations before replacing the "main theme" of manufacturers. 1, psychological preparation for dealers to replace manufacturers, though ambitious, is still not enough.

It is also necessary to think clearly about how dealers should keep their fruits after replacing the position of manufacturers.

If the distributor lacks overall consideration, it may well be in the master's position, but he doesn't know how to do it.

Finally, the factory's counterattack was unable to fight against it and lost its good fortune.

(2) material preparation, the dealer has a strong guarantee for the function of the manufacturer.

Material preparation is mainly financial strength, that is, dealers have the ability to use their sufficient funds to create their own brand, and finally OEM production, the manufacturers become their own producers.

According to the importance of the distributor in the mind of the manufacturer, distributor can be divided into irreplaceable, high cost substitute, low cost substitute, and optional substitute according to the importance of the distributor in the mind of the manufacturer. (five)

Because of the strong manufacturers, manufacturers often do not consider the interests of distributors when replacing distributors, and dealers are on the weak side.

The key to protect the interests of the disadvantaged dealers is to increase the replacement cost of the manufacturers.

The higher the cost of replacing the distributor, the more stable the dealer's status in the manufacturer's mind is.

To increase the replacement cost of the manufacturer, the dealer can start from the following aspects: 1, monopolize an industry in a local market, a pesticide dealer at a county level will get a 70% market share in the first year of distribution. Any manufacturer who wants to develop the county market must first look for him. The sales policy should be consulted.

A county level instant noodle dealer monopolizes the distribution rights of the mainstream brand in the county. When the two batch or terminal is stocking, it is most convenient to distribute the goods in the distributor. Any manufacturer should pay attention to the opinions of the distributor.

Some strong manufacturers do not respect strong businesses and seek distributors, and the market has never been successful.

When a dealer monopolies an industry or occupies an absolute advantage in a local market, he is a "snake of the head", and a stronger manufacturer understands the reason why "strong dragon is hard to suppress a snake".

2, gravity sink, customer miniaturization, "market gravity" and "customer miniaturization" were used by manufacturers to deal with dealers. Dealers can "treat their own people with their own way".

The dealer's practice is: first, before the market gravity of the factory sink, the dealer's center of gravity will sink first.

For example, when the focus of the factory's work falls from the city level to the county level, the dealer first sinks to the county level market, and gradually controls the county level market, so the manufacturers need not continue to sink.

At present, the center of gravity of the factory has a tendency to sink from the county level to the township level. The distributor should step ahead and seize the favorable terrain.

Secondly, before the miniaturization of the manufacturer's customers, the distributor first miniaturized the customers.

An important experience of a dealer in a city in Jiangsu is "do not let a big customer in your hands". Manufacturers can not deal with many small customers.

Therefore, the smaller the customer scale, the stronger the dealer's market position.

3, continue to maintain steady growth in the market, as long as the sales volume of dealers is growing steadily, any move to replace the dealers will be challenged. It is difficult for manufacturers to withstand the risk of market fluctuations.

How can we ensure the steady growth of sales volume?

One way is to constantly open up the market, and the other way is to maintain a reasonable pace of growth.

Reasonable growth rhythm requires dealers not to fill all the market space at once, leaving room for incremental growth for the future, and not to overdraw future sales.

Manufacturers will have the bad habit of whipping fast cattle. If dealers grow at a high rate for a year, manufacturers will not generally think that the market is ripe enough to reduce sales.

The manufacturers will take it for granted that there will be such a big growth space in the future, so they will give the dealer a higher sales target.

If the dealer fails to complete the task, the manufacturer will have a crisis of confidence in the dealer.

The growth rate of the annual growth rate is very stable, and there is no big increase every year.

4, forming a cross agent structure. If the dealers in the same area cross each other to form a mutual trust structure, manufacturers will find it difficult to find alternatives, because the substitutes may lose their interests.

Cross agency will form mutual protection among distributors.

5, forming a unique product structure, the era of single product marketing is over, and the era of product mix marketing has arrived.

If a distributor forms a multi brand and multi product trust structure, it is difficult for any brand or variety to survive alone.

The distributor's position is quite stable when the product structure of any manufacturer's product has been removed from the distributor.

To increase the replacement cost of the manufacturer, the dealer can start from the following aspects: 1, monopolize an industry in a local market, a pesticide dealer at a county level will get a 70% market share in the first year of distribution. Any manufacturer who wants to develop the county market must first look for him. The sales policy should be consulted.

A county level instant noodle dealer monopolizes the distribution rights of the mainstream brand in the county. When the two batch or terminal is stocking, it is most convenient to distribute the goods in the distributor. Any manufacturer should pay attention to the opinions of the distributor.

Some strong manufacturers do not respect strong businesses and seek distributors, and the market has never been successful.

When a dealer monopolies an industry or occupies an absolute advantage in a local market, he is a "snake of the head", and a stronger manufacturer understands the reason why "strong dragon is hard to suppress a snake".

2, gravity sink, customer miniaturization, "market gravity" and "customer miniaturization" were used by manufacturers to deal with dealers. Dealers can "treat their own people with their own way".

The dealer's practice is: first, before the market gravity of the factory sink, the dealer's center of gravity will sink first.

For example, when the focus of the factory's work falls from the city level to the county level, the dealer first sinks to the county level market, and gradually controls the county level market, so the manufacturers need not continue to sink.

At present, the center of gravity of the factory has a tendency to sink from the county level to the township level. The distributor should step ahead and seize the favorable terrain.

Secondly, before the miniaturization of the manufacturer's customers, the distributor first miniaturized the customers.

An important experience of a dealer in a city in Jiangsu is "do not let a big customer in your hands". Manufacturers can not deal with many small customers.

Therefore, the smaller the customer scale, the stronger the dealer's market position.

3, continue to maintain steady growth in the market, as long as the sales volume of dealers is growing steadily, any move to replace the dealers will be challenged. It is difficult for manufacturers to withstand the risk of market fluctuations.

How can we ensure the steady growth of sales volume?

One way is to constantly open up the market, and the other way is to maintain a reasonable pace of growth.

Reasonable growth rhythm requires dealers not to fill all the market space at once, leaving room for incremental growth for the future, and not to overdraw future sales.

Manufacturers will have the bad habit of whipping fast cattle. If dealers grow at a high rate for a year, manufacturers will not generally think that the market is ripe enough to reduce sales.

The manufacturers will take it for granted that there will be such a big growth space in the future, so they will give the dealer a higher sales target.

If the dealer fails to complete the task, the manufacturer will have a crisis of confidence in the dealer.

The growth rate of the annual growth rate is very stable, and there is no big increase every year.

4, forming a cross agent structure. If the dealers in the same area cross each other to form a mutual trust structure, manufacturers will find it difficult to find alternatives, because the substitutes may lose their interests.

Cross agency will form mutual protection among distributors.

5, forming a unique product structure, the era of single product marketing is over, and the era of product mix marketing has arrived.

If a distributor forms a multi brand and multi product trust structure, it is difficult for any brand or variety to survive alone.

The distributor's position is quite stable when the product structure of any manufacturer's product has been removed from the distributor.

6, forming a variety of small batch sales situation, many dealers like a single product "a single flower", a single product mass sales not only vulnerable to competition, and manufacturers easy to control.

The sale of many varieties and small batch products is the most complicated, and the manufacturers are not easy to manipulate. Other distributors are not easy to manipulate, so the dealer's status will be relatively stable.

7, the two design of sales policy, it is not wise for dealers to intercept the sales policies of manufacturers or to execute the sales policies of the manufacturers.

Dealers should learn to design two sales policies according to the situation of the region.

The two design of sales policy has three advantages: one is closer to reality; the two is to let manufacturers realize that dealers have strong market manipulation ability; three, let manufacturers realize the uniqueness of the market and increase their trust in dealers.

8, to set up dealer's own marketing organization, to the dealers who rely on the boss or a few individuals to operate the market, manufacturers always think it is easy to replace.

If a distributor builds a sales team and finely operates the market through the sales force, it will make the manufacturer aware of the complexity of the replacement dealer and not dare to change the dealer easily.

9, the ultimate goal of measuring dealers' anti customer priority is to turn manufacturers into your manufacturers.

In the face of the above functional replacement, the dealer will always have its ultimate goal.

Just imagine, if dealers do all the marketing work that manufacturers can do, what changes will they have in the relationship between manufacturers?

Manufacturers are at ease to produce products and leave the rest to dealers. At that time, even reluctantly, manufacturers will have to accept the fact that they are reduced to lower level dealers. This result is exactly the ultimate goal of dealers.

Jinliufu, a country renowned for the whole country, has sold nearly two billion in four years and has entered the top five of the Chinese liquor industry.

This is the "Jinliufu" following the "small silly Fairy", in the brutal Chinese liquor market, under the watchful eyes of the public, the performance of the performance of the scene, so that all the Baijiu school and businessmen are stunned, stunning wonderful drama.

It can be said that for the ambitious dealers in China, the myth of OEM production is deducted. "Jinliufu" can do it, and we can do the same.

Of course, the light is not enough. What should the dealers do in the details?

(1) seek famous brand manufacturers as brand names.