食品厂家与经销商,如何协同营销进商超（How can food manufacturers and distributors cooperate in marketing and marketing）

食品厂家与经销商,如何协同营销进商超（How can food manufacturers and distributors cooperate in marketing and marketing） 食品厂家与经销商,如何协同营销进商超(How can food manufacturers and distributors cooperate in marketing and marketing) Today's food and beverage industry, business super (business super topic): Therefore, more and more centralized modern KA circulation supermarket has locked the consumer's eyeball tightly. In this situation the competition format, some medium and small food production enterprises (there is no direct and resource super) with local distributors how common division of labor, to enter the super super, and formulate the effective operation strategy and sales, as small and medium-sized food manufacturers is very concerned about the topic. Topic 1: how do you choose the right local dealer to cooperate with? Food production enterprises in order to achieve good cooperation with dealers, in the early selection of dealers in terms of objectives and conditions should have a clear direction. The best combination is the combination, but this is the ideal setting. The bottom line is the mode of cooperation relationship. Dealers are also a diverse group of businesses, and their own capabilities and allocation of resources have a lot to do with their positioning and role in the market. For example, some dealers in the distribution, logistics is very has the advantage in marketing and super terminal operations are not proficient in; and some dealers in addition to the corresponding hardware condition is very advantageous, and grasp the terminal for the operation of the local market, consumer demand is very strong control efforts. Therefore, the food production enterprises should combine their own resource allocation and operation market ability, and choose the types of dealers that can complement each other, so that they can better serve the business of "super front". But for some very powerful products for food manufacturers, the initial choice of some network more and stronger, and proficient in the operation of local market dealers, has the very big help for rapid distribution of initial production and shelves. This paper discusses how to cooperate with small and medium sized food manufacturers in the process of service and business. Topic 2: the basis for cooperation between food manufacturers and distributors Before entering the operation of the super system, the rights and obligations of the manufacturers and the merchants and the respective division of labor and responsibilities should be stipulated. Yuki is against the normative system of both the super operating system, is the additional protocol distribution contract beyond the norm and clarify. For the management of tens of thousands of single goods business super system, the systematic and scientific operation is a test and standard for dealers docking. For example: because the dealer responsibility caused by OTC products do not lead to timely and super fine, should be paid by the dealer. But because in the manufacturer contract does not have the concrete manifestation, also became between the manufacturer long-term tangled question. In addition, for now the super system charges a multitude of names, manufacturers can also cost support and capital turnover for business support and support, in order to solve the liquidity problem of dealers, in order to get more sales shipments. For example, a food manufacturer of the service, because the product sales and delivery month required quantity, so the dealer covered the super system more outlets, dealers in the latter part of the cash flow is more prone to big gap. The distributors and manufacturers have for many years, both have a certain trust, therefore, provide working capital for the change over, manufacturers and merchants settled before taking, in the absence of capital settlement risk, make the sales progress well. Topic 3: how does the manufacturer assist the dealer to open the gate? As a food manufacturer, if you have the ability to, as far as possible directly with the super system contract Negotiations so as to make full use of the resources of manufacturers, access to the advantages of access conditions and cost reduction, thereby enhancing the overall sales gross margin. Moreover, many foreign companies, such as WAL-MART, RT mart and other foreign retail systems, have become more and more inclined to negotiate directly with manufacturers in order to gain lower prices. The overall market concentration in terms of contract costs, sales and payment cycle Koudian, select super store sales amount level (i.e., into a number of high-quality stores), for dealers to enter the super provides favorable conditions, not only pave the road early, to clear the barriers to entry, in the use of manufacturers the resources get more advantages, can also play a role. On the contrary, if the enterprise allows a single, weak dealer to enter the negotiations directly, it not only increases the cost of the whole product supply chain, but also can not effectively use the resources of the manufacturer. Again, the manufacturer should according to the different properties of super and super where making product combination of different strategies in different positions, to help dealers in the super system of procurement staff's proposal, with a strong portfolio of products for price advantage. Thanks to the combination of product manufacturers on product knowledge and understanding, insight into the different needs of different super nature of consumers, such as supermarkets, convenience stores for the diversity of different levels of consumption, consumer groups, indicates that different super display need different products combination, to meet consumer demand. So, what about the product mix? The following recommendations, whether manufacturers or distributors, are considered: 1, to create irreplaceable product advantages. Now the economic development is speeding up and the market is becoming more and more transparent. It is becoming more and more difficult to build such advantages. But the food manufacturers still need to make great efforts in category innovation, unique selling point, shaping and packing. That is, to jump the shackles of competitors, and strive for obvious advantages and highlights. As dealers, you can also use some relevant information channels, for example, in the rum go up to find some very market potential products, and then regional buyout operations, the rapid formation of exclusive advantage. 2, grasp the changes in consumer demand. Many times, many dealers believe that grasp the demand, the development of products is the manufacturer's thing. In fact, distributors often have deeper insight into the needs of local products and the market. If the dealer can change it from a purely passive role, the supplier becomes a know the demand of the market, insight into consumer demand of the enterprise, to guide the super product trends, and provide feedback to the manufacturers to develop, often can achieve good results, and get a better sales. At the same time, dealers or contact manufacturers and manufacturers of new product development of a link, in this regard, the super system is very welcome, and this will also be more stable manufacturers and business super relations. 3, has the heart product portfolio can really create a good sales atmosphere, bring to the super large passenger flow. The so-called popularity is traffic, traffic can only bring consumption as possible; the super system, the hope is the scene supplier's products will bring more traffic, not just repeat purchase this product, but also bring opportunities for other products. Therefore, the product mix strategy of manufacturers and distributors in the super sales business, be sure to cover the attack the market, earn popularity, earn selling gas three levels of product, this product, in order to meet the full range of business needs, Topic 4: manufacturers should assist dealers to strengthen the implementation of the super terminal, make rapid distribution and intensive and meticulous farming This is very important. After all the manufacturers will work to pave the way, should the provisions of the local distributor in a certain period of time as soon as possible on the super terminal approach, distribution, which require dealers approach and implementation, so as to restrict the dealer behavior, do everything ready before the sales season, to avoid some dealers for a fee or other the purpose of the consideration, has refused to play a loss in order to approach the fees paid by the manufacturers early, on the other hand, delay the best opportunity of product sales. In addition, manufacturers focus on management, distribution of goods will not end shops is not based Everything will be fine., distribution purpose. Dealers in the terminal high distribution rate is one of the manufacturers the minimum standards of performance evaluation, but also manufacturers on the basis of the implementation of management work of the dealer. In addition to the distribution, the most important is the dealer for the terminal to establish the intensive and meticulous farming, pin steps the sustainability of good, and can be called the terminal for the control. In the early to just enter the terminal to terminal for dealers, means that the intensive and meticulous farming, break the original content of business personnel and specification. Develop business super terminal OTC, display standard formulation and maintenance procedures and dynamic sales and promotional activities will have a set of strict and operable, the system in the constraint business personnel's behavior, only then will it be possible to copy the way continuously in any super terminal, benign circulation to achieve product, improve shelf area output, increasing commodity and consumer - Global Brand Network - the stickiness, the only way is to maintain basic power super, between manufacturers three party cooperation. The first point: when general food manufacturers in the OTC, can according to different super properties, on the basis of the following principles: A terminal (supermarkets): OTC varieties of the sum of the number of not less than 90% (the total number of products); B terminal (supermarket): the sum of the number of not less than 70% varieties of otc; C terminal (supermarket): the sum of the number of not less than 40% varieties of otc; D terminal (convenience store): the sum of the number of not less than 15% varieties of OTC At the same time, in addition to the number of OTC products grasp the different types of business, also need to pay attention to that kind of product OTC, which is mentioned in the product portfolio, according to different types of super to assess, as dealers guide and guide in the OTC products.