A short step that thousands of miles - reseller channel to extend the depth

A short step that thousands of miles - reseller channel to extend the depth A short step that thousands of miles - reseller channel to extend the depth From the current point of view, China’s domestic three, four show the huge potential market, the dealer provides a stage to show their value. This retailer is faced with tremendous opportunities and challenges: The liquor industry, for example, the Chinese wine three or four large market capacity, and unlimited potential and attractive. Thanks to the rapid development of China’s overall economy, but also benefited from the continuous advance of China’s urbanization. In recent years, China’s urbanization process accelerated development of small towns have sprung up, which brought not only new spending power, but also a new concept of consumption into the city the majority of the three or four markets, which accelerated the three , four markets. Meanwhile, China is speeding up behind the efforts to support rural areas, rural power grid renovation, promote the construction of new countryside, have made the face of rural areas will play a huge change, rural consumption, consumer attitudes are also able to markedly improved. in Zhejiang, Jiangsu, Guangdong and other developed areas, small towns, 1 rural areas have not less spending power of urban consumption. In the increasingly demonstrated the potential of three or four markets in front of liquor dealers can have a greater space, more opportunities to be developed. Can be said that three or four markets is the traditional liquor dealer base. A lot of dealers are from three or four markets started in with the new channel of these “foreign monks” to gain the competitive advantage inherent. This is shown in three points. First, the liquor dealers in the local community has good relations and resources, and government agencies, community groups maintained a great relationship. In three or four markets, these personal connections and social resources for the competition is critical. Second, the liquor dealers in the regional market with the broadest coverage, most of the marketing network. In the long process of cooperation, these dealers to rely on personal charisma, reputation already have a group of loyal customers . depend on these customers, liquor dealer network is not only a wide range and can be deep into the village end, this is a new channel can not be done. Third, the traditional dealers to better understand local consumers. as the local dealers, and local consumers because of the cultural, social customs, both relatively close, making it easier 2 to understand these consumer needs, so the strategy adopted, the means are more in line with the needs of local consumers. In three or four markets, the distribution channels of dealers to the edge tilt. From the perspective of the development throughout the wine, whether wine, beer or wine, in all regional markets have formed a large scale, management practices of the regional advantages dealers, these dealers sell a large scale, personnel, management more standardized, compared with the general tradition of the early dealers have been out of the competition state, began to have the strength, the ability for further expansion. The advantages of regional distributors also manufacturers compete to become the object of the marketing advantages of factory resources, such as supply, rebates, promotions, resources, advertising resources, staff support and so its slope, in this case will lead to strong Hengqiang, the weak constant weak the three or four markets will gradually integrate the channel. In this integration trend, who can effectively use its own advantages to develop, whoever will be the three or four dominant force in the market can not be shaken. Faced with increasingly tough environment for the survival and the existence of a huge opportunity lies in the traditional liquor dealers: positive 3 change in thinking, and advantages of manufacturers association, and actively improve the management level and service capabilities, and build effective marketing network, established in three, four level market dominance. Of liquor dealers, to become three, four leading force in the market, you need to build strong regional marketing network, and strengthen the network maintenance and management. In general, the dealer should be proactive, to rational planning of the regional market, and actively go out and continue to fill the blank area, and constantly open up new markets, form a rational layout in the regional market, a clear division of the marketing network. Only the formation of such a network of regional distributors only three basic coverage four markets. But in covering three or four markets, the next task is to intensification of regional networks. In general, would be the first by type, sales and other indicators to classify the network, then the terminal for different types of standards that kind of image standards, promotion standards, but also with different types of terminals to determine management standards. By intensive downstream network, you can effectively manage up dealer network, to become truly strong and effective marketing network. The face of an 4 increasingly competitive market environment, liquor dealers have to actively change ideas and establish a service image, build its own brand. Play to the market service functions can actually be understood from three aspects. First, to play on the manufacturers service functions. manufacturers to provide brand, product, marketing policy, the dealer is, you need to provide market operations, market management and other service functions, which can and manufacturers in the professional division of labor based on the formation of synergistic companies. Second, to play the downstream end of the service functions. to end, it requires more than supply, a greater need for terminal management, maintenance and promotion and other support. Therefore, the distributors of the terminal must actively guide and assist the good end sampling, image management, shopping guide management, information management, and to assist the terminal to do promotion, promotion of terminal shipments. Third, we should play on the consumer service functions. In three or four markets, dealers have to actively undertake after-sales service functions to provide convenient services for consumers, which is the key to establish a dealer reputation. Three or four very competitive market, relying on a single product market 5 development is difficult to support the high maintenance costs. Therefore, liquor dealers, to change ideas, shift from relying on a single product to multiple products, the profit model of operation up . In the multi-product operation, the fact there exist two modes: one is the multi-brand operation mode. This in turn can be divided into two types: with the bewildering variety of brands, multi-category multi-brand. with the bewildering variety of brands is the same type of agent multiple brands of products, such as agents of several liquor brands. multi-category multi-agent multi-brand products is the number of brands. For example, while agents of several liquor brands, several brands of beer, several wine brands. A is A multi-product licensing mode of operation. That is an advantage to select only manufacturers association, the formation of strategic partnerships. The length of the manufacturers of products to meet the needs of multi-product operation. For example, Tianjin wine products, there are treasures of imperial style series, Feng-chun, flat black liquor, new red-chun products, fully meet the needs of dealers. The traditional liquor dealers, this is the worst of times, this is also the best of times. Face great difficulties and great opportunities, can skyrocket, depending on the liquor dealers 6 themselves. We all know consumer preferences is the largest market values. If the above are several ways to create a cycle of consumption preferences of consumers, then direct the activities of target consumer group brought brand preference and loyalty are from produce the reverse of the channel construction target constraints, because there is no product selling dealer did not want. products are selling faster the higher the slew rate, it is obvious that law. promotional effect of the standard are many, but as a distributor organizations, How much is the last word sold. The fundamental is to promote the sales promotion, to help dealers generate more premium income. Dealer transactions is the most normal fare, even when profits are generated through the increase more and more difficult, but it is the distribution of nature. Normal The result is the more appropriate marketing, sales greater the higher the slew rate funds. Promotions can keep control of dealers on the downstream customers. Today the business flow developed, the channel customers can easily buy almost all of the products, but can not get promotional support, which is a natural advantage dealer. There loyal, stable downstream customers, potentially will help dealers to improve capital efficiency. Promotion is a distributor of 7 power to grasp one of the few initiatives. Not interested in a downstream client does not promote, if promotional efforts beyond the conventional, even the “big temper,” the retail stores will become friendly and easy purchasing office. In account of the management of room to maneuver will increase. Despite the loss of the requirement, if we can have a greater discount promotions, and shopping to do cash transactions is also very possible. However, there are many dealer groups to promote as official told the factory, for themselves. Some people as a source of profit for promotion, he kept applying to the upper reaches of the factory cost of sales charges or false. This approach is ultimately cart before the horse not self-serving evil. We recommend that dealers Friends: promotion of a point can not be put on the province’s resources on the promotion of a point can not be greedy, so had to use the steel blade. Case Study: Division Xiang Army and the story of franchise stores Secretary Lu Xiang Army is the source of Shandong Laiwu wine business is the managing director. The 20th century, early 90s, famous wine is in short supply of goods, then wine distribution Laiwu Laiwu City, State rum station is only a far difficult to meet consumer demand. Company managers aimed at the market 8 opportunity in October 1994 the first incorporated in Laiwu the first private wine distribution company, the registered capital of RMB 30 million, by virtue of their relations, he specialized distribution Maotai, Wuliangye, Jiannanchun other famous wine business is the wholesale level. Moisture over two years time, the Division Manager, feel the market is changing, direct manifestation of this change is that the competitive advantage of their more obvious, with the increase in competitors, wine prices, transparency, Lu source turnover began to decline. Laiwu Shandong 12 prefecture-level cities in the smallest population of just over 120 million, in the context of increased competition, the market will shrink, but very difficult to be a big growth. because the wine consumption is relatively stable, better than the public wine, the more people the cake, each share of the cake is bound to become increasingly smaller, Division Manager should be aware of changed. After some preparation, September 1996 Luyuan first store was established, the address selected in the east of the Greater Phoenix East Avenue (with the source of the company in the west of the LU should be relatively remote. The reason for chain stores, Division Manager, the idea is engage in wholesale, 9 the profit is too small, does not help build the company’s reputation, and engage in chains, not only can improve the company’s reputation, and started the retail business and huge increase in profit margins, while expanding the source of the radiation Lu. Later The fact that the development as originally expected, as the Division Manager: chain, decoration quality, though at the time the highest level, the investment costs reached nearly 10 million, but the chain of cost recovery and to achieve a net profit of the year 5 million. Xiang Jun tasted the sweetness of the Secretary, respectively, in June 1997, August 1998 and the company in Laiwu City, where Gangcheng Lu also set up a second source of franchise wine shop, three stores, two stores and three liquor stores operated by A variety of species and same store .2000 November, the Secretary has eyes on the city manager, two well-known large-scale supermarkets and super Wei Mate century, Scitech Plaza, in the two areas with large customer base, he decisive change in tactics, the use of rental counters, profit-sharing approach to achieve success Lu entered the source. a few specialty stores and counters in the establishment, Lu turned the original source volume of business for several repeated. Company manager, told 10 reporters that the source has 6 Lu specialty stores, more than 60 employees and franchise stores in 6 has 4 absolutely profitable stores, the annual profit reached 50 million yuan net profit, zero-storage business accounted for the total business volume more than 30%, with wholesale business full-year earnings are now the source of Lu at least 100 million yuan net profit. As the saying goes, “a snake move the snake, turtle with turtle Road”, it means each have their own ways, Cheung Army Division through their course of review the past few years, he said, was the key according to local realities, and gradually establish from its own retail network. Perhaps he is due to this. 11