经销商下乡必须要做的三件事（Three things that dealers have to do to go to the countryside）

经销商下乡必须要做的三件事（Three things that dealers have to do to go to the countryside） 经销商下乡必须要做的三件事(Three things that dealers have to do to go to the countryside) "11th Five-Year" recommended by the planning in the Communist Party of China in the fifth Plenary Session of the 16th CPC Central Committee, put forward the construction of new socialist countryside and promoting rural economic and social development of new ideas, to take this opportunity, the Ministry of Commerce launched the "thousands of villages" project, plans to start from 2005 in rural areas, with three years of time, produced 25 10000 "farm shop" in the pilot area, formed by the city shop as a leader, township shop as the backbone, the village shop as the foundation of the modern circulation system in rural areas, all of this provide space and guarantee the most solid for the dealer "countryside" and the development of the vast rural market. In fact, in recent years, not only the dealers in the brewing "to the countryside", and many well-known manufacturers and businesses are planning to the countryside, for example, Coca-Cola's "countryside" movement, threatening to make 8-9 China million farmers can also drink delicious Cola products; national chain giant Gome, Suning also have in the township to carry out franchise activities to occupy China this piece of the largest and most promising is the last piece of the market, therefore, with the fierce competition in the market, peer extrusion intensifies, channel sink, and the operation of the flat, many manufacturer jumped off the "Red Sea", "looking for the most direct and effective the way to the ocean. But the dealer "and" not just talk about the countryside, can successfully achieve the strategic goal, to divide the rural market this attractive "big cake", as the dealer must realize the substantive transition from concept to action, and to unswervingly, let the thought really fall, and to guarantee behavior and let the relationship as a foundation, to build a strong regional industry barriers to the really too strong to break, shielding competitors, and ultimately make their "countryside" movement to take root and blossom and fruition. Ideas go to the countryside. A lot of dealers, is a planned economy era came to the "advanced" representative, by then the national good economic policy and market opportunities, their "overnight", which became a part of Deng Xiaoping advocated "first rich people", but in recent years, with Chinese joined WTO, WTO in Chinese continuously further, foreign investment, foreign companies continue to come in a throng, permeability in different fields and different industries, exacerbated by the constant change of Chinese circulation and market channels, they either left, actively cater to the market development trend, become the manufacturer or manufacturers of shareholders, or the implementation of channel sink, to keep pace with the times, to greater development space; or, that is right, become the end part of the channel, which become -- tradesmen, retailers, in order to share a relatively large profit margins or purchase; That is conservative, lazy, gradually declining until exit. Therefore, the dealer wants to be out of the market, to confront and deal with the reform, we must "change", "Phoenix Nirvana", a market challenger, "pioneer", constantly examine ourselves, beyond ourselves, which requires dealers to respond positively to the country especially market appeal, to truly go to the countryside, especially the first thought to be the real underground town. 1, to go to the countryside, we must first recognize the inevitability of going to the countryside. It is the inevitable requirement of market development, "Shun Chang Chang", We don't want to reverse in the city "," suffering "to" struggle ", it is necessary to play a new world in the rural market, otherwise, only willing to decline, and by peers or competitors" bullying "and" being ", therefore, thought the countryside, is the last ditch, it is a a positive change in a self expression, is an inevitable market change. 2, to the countryside, we must truly "from the bone" to the countryside". Thought to the countryside, not the original idea of "mending", Instead of the original marketing mode of operation "," subversion of the original "shopkeeper" concept has, along with the change of market environment and the "go to" go to that exposed to wind and rain, "sit for money", the "waiting", can only become the past "talking", and can only imagine, therefore, can only be sensed, thought go to the countryside, Let yourself "reborn", so that they really undergo the test of two entrepreneurs, and achieve change. 3, to go to the countryside, we should emphasize the "whole team mentality" to the countryside". The idea of going to the countryside can not be finally implemented to the boss The individual's head, but also to implement the operation of the team's head, marketing is a combination of art and science, in the "countryside" oriented manufacturers channels under the background of the dealer only sales and marketing, finance, logistics, customer service and other departments are thought to the countryside, the countryside's conception and planning skills implement action to make the countryside flow, ripe. Behavior will go to the countryside. The behavior is said to the countryside, "the countryside" dealer "localization" to "", "what to do as the Romans do to the mountain, what the song", "see what people say what" kind "does not the earth, neither left nor right, from the heart can't change their behavior, doomed let not their own towns and village channel's understanding and support, and to make their own channels", "township mingle into the work and life of them, you must make your ideas into practical action to the countryside. The "light thunder does not rain" behavior patterns, it is difficult to really go to the countryside. 1, construct the Trinity channel mode of city town village. According to "Wan Cun thousand township project" plan, as distribution Business should strive to build a city as a leader, the town as the fortress, the countryside as the base of the channel joint venture model. City network construction "ulterior motives", in order to influence, radiation and leading consumption in rural areas, the city's "opinion leaders" role in the "countryside" movement, should not be underestimated; the establishment of township level fortress channels, to establish the market entry barriers, through a locking Township core channel members, to effectively intercept competitors; Village retail stores, grocery stores, grocery stores, roadside stalls, is focusing on the development and control of the ants is more meat, by most rely on the strength of "the masses", as the dealer can quickly response, so that the product quickly spread to the terminal, without the trouble. Three-in-one channel model, and let the three tail echo, mutual linkage, "domino", which can achieve the purpose of sparks of fire can start a prairie fire. ". 2, the mode of operation should be consistent with the characteristics of the township, village level and channel links. "Localization" to the countryside, according to the township, village level sales The characteristics of the sale network, adopt the mode of operation according to local conditions. For example, the retail channel, with many outlets, but single purchase and sales of small features, because of their sales and the "small" limitations, dare to purchase large quantities, according to these characteristics, as dealers according to their purchase habits, take "a little more to send", according to market rules of them, 1.5 times according to the inventory rule, take a few to send regular multi frequency delivery way, neither let the product is out of stock, out of stock, but also can keep the product fresh, fast turnaround, and as the township level distributors, down as dealers in the township of "home", by giving a warehouse distribution or storage policies, encourage them to purchase, so that they become the township regional logistics distribution business of their own, so that their products will soon be able to go to the peripheral distribution channels. Relying on this "backbone" force, so that the product to achieve a fast and virtuous cycle. 3, we must gradually explore and establish a standardized mode of operation. Dealers in the implementation of countryside sports in the process, should constantly review and standardize the channel mode of operation of their own, is the only standard, you can copy and promotion, is valuable, so dealers to find ways to put the "countryside" mode is summarized and the accumulation, such as the channel model of products the mode of the distribution, promotion design mode, logistics distribution mode, team management, market management, financial management, profit distribution mode etc., Summarize and refine the channel organization system, product manuals, handbooks, manuals, promotional distribution team operation and management manual, market management manual, financial system and distribution system, so that their "countryside" activities, rule-based, self-contained, and let the opponent to imitate and surpass. Relationships go to the countryside. The dealer "going to the countryside" will gradually change from transaction marketing to relationship marketing. In China such a heavy feeling, the relationship between countries, the quality of the relation are often able to make your products "or happy or sad", or "Silence" or "outbreak", therefore, in addition to the dealer environment "relationship", namely the government relationship, enliven, more important is also the Township and village of channel relationship, straighten out the "small environment" in place. 1, the implementation of dual brand strategy. In addition to the product and brand manufacturers do, but also have its own brand, its own brand dealers that further carry forward ", for example, some dealers to achieve the operation of the company, registered and have their own brand, and even the implementation of the OEM model, therefore, dealers in the countryside, to do more to implement a dual brand strategy and let the two driving carriage so as to beware of manufacturers racing together bridle to bridle," a fundamental solution ", cut off their posterior, and also make their brand truly become the core competitiveness of their own, so people in the brand, brand, relationship, relationship, sales, sales, profit in the formation of a too strong to break channel value chain, let business relations continue to deepen, eventually United unanimously, to win the market of this protracted war, tug of war, attack Strong war. 2, highlight business without saying business. Doing business without saying business is the highest state of doing business. Therefore, the implementation of the "countryside" in the movement of dealers, as dealers must put down the shelf, bent down, face down, and township and village members of twinning, to abandon the "city people" sense of superiority, to know the cooperation and support no downstream channels, there is no market, no future, so from this point of view, the dealer will really form an inseparable relationship with the "blood" to them, they are worried, think what they think should be into their lives, in their weddings, children, anniversary, Joe moved and other major activities, "the hand on hand" thus, establishing an inner emotional connection from the inner level really "captured" them, let them become their own "hardcore", imagine, if the relationship between the brothers and the dealer channel to reach the Village Township No relatives, owning family realm, the so-called product sales, perhaps more of a natural, natural behavior. 3, build business integration. That is to say, dealers should establish a cooperative partnership with the township and village level distributors as the basic principle of strategic win-win, so as to realize the integration. Here is not a form of integration, integration and even surface slogans, it is more on a mutually beneficial basis, to the interests of the community as the axis, to us all. For example, to a reasonable distribution of profits, to clear channel members to establish identity, division of labor, we recognized the "rules of the game", to establish a set of incentive and punishment mechanism, to ensure that the order of the whole market, marketing value chain effectively and orderly transfer, establish the interests of big marketing, relationship to ensure the whole channel chain. The dealer "to the countryside", the market is calling for, competition is inevitable, therefore, requires dealers wholeheartedly "flutter" "country" to open the second battlefield, establishing the second line, the dealer only with the towns and village channel members of the alliance, stand together, stand together through storm and stress, in order to achieve the "small", in order to sail, construction of "new countryside", channels and ultimately achieve a strategic win-win channel. Welcome to discuss your views and views with the author, contact Tel: , e-mail: cuizisan2@sina.com