Traditional dealer dealers evolution to modern Dealers as a corporate marketing as an important part of the sales and marketing for the product management plays a vital role, but as the Chinese economy continues to mature and the continuous developme of network society, and business channels to emulate, flat Strategy increasingly severe business environment is the distributors in the event of changes in the ecological system is now operating the rise of the forces from all sides to break the traditional dealer has been living in a strict environment, natural selection of the Market Competitive Law for traditional distributors have to face the pain, and how to think about the future evolution in order to get their vendor is not abandoned, not to be abandoned by the market, customers are not forgotten ... ... ? As a long-term and distributors dealing with marketing and business planning staff, I deeply understand the present, China where traditional distributors face the pain, but also want to find and extract from them out of the market some of the text on the dealer restructuring, can those first-line dealers in the market struggle to bring enlightenment to friends. In fact, no matter how harsh the environment, how fierce competition, road, after all, we have to be out of the market or the people to do out in the final analysis, life does not make life difficult for the Hom, the same dealer will not surmount. ? Then placed in front of the Traditional distributors are those difficulties? May all industries distributor, or dealer with the industry facing all the difficulties are not the same, but the simple sum up, traditional dealers are currently facing difficulties seem nothing more than three, where I simply do a set on do not do type of trespass. ? Traditional distributors face the reality of the plight of the three: ? 1, the site less and less, become a factory Tuen side forces: market marginalization, segmentation, loss of key markets, was forced to become factory Tuen side forces, a factory hard tail market guerrilla forces. ? Getting smaller and smaller construction sites, mainly because of the brand market, increasing maturity, the core, busy and important area, the factory continued to recover for various reasons and Direct or be split to other new customers. ? Market marginalization, mainly with the rise of the terminal stores forces, the traditional dealer channel difficult to adapt to modern business management, and store and factory direct negotiations, so that was out of the bustling city, the market has been marginalized. ? Important channel to be fully factory Direct from the factory market, distributors and end their ability to chain the three-pressure, leading to loss of a good market dealers, good through the market getting smaller and smaller, the channel is getting worse . ? 2, the right to become smaller and smaller, reduced to pure logistics provider factories: to make distribution costs, loss of market initiative, businesses lower cost replacement distributor, their passive restricted. ? The right to become smaller and smaller, because on the one hand corporate marketing center, marketing center, sales center capacity management and operation of the market growing, leading to a traditional dealer forced to follow the pace of business to go to become a force in the enterprise market soldier. On the other hand, with the increasingly fierce market competition, the traditional dealer in the face of the competitive environment and the pressures of modernization, it is difficult to bear all market risk, such as the amount of funds business of modern circulation, management costs, account of other pressure, was forced to become a regional manufacturer of pure logistics providers, manufacturers to pay the deposit and the deposit for the company responsible for handling cargo, to provide interim storage, earn 5% -10% of the shipping cost, fuel cost staff their vehicles have to themselves, manufacturers make big money, earn a little money themselves. ? And command of all our actions, neatly, do not talk nonsense tamper with, have no right to participate in a variety of manufacturers market management and operation of the meeting. ? 3, smaller and smaller profits, reduced to a crying speaker manufacturers: manufacturers make money like water, money to accompa their saliva, market management, and increasing operating costs, make more small operating profit. ? Smaller and smaller profits, has confused many dealers who have problems, circulation, trade circulated word, 8 points is guaranteed a profit of 15 points is a huge profit. However, in the current market environment, with the market price transparency, market complexity and operating costs of the lack of opportunities for market operators to make more small operating profit is not only dealers, but also very difficult to have the opportunity to earn big difference. Some dealers said friends are now marketing the product gross margin too small, not much profit a year by the wholesale money, business is really getting harder and harder. ? Benefits too low, because more and more mature market growth, making markets more competitive, dealers difficult to rely on mature brands and products earn high profits, this is the inevitable result of market development. ? Faced with this dilemma, how to shift? Yourself from passive to active, to complete the upgrade market operation in order to better adapt to the new environment of market competition, demand, and maintain their own foundation of evergreen it? Summarize the current market rules, individuals that complete the modernization of traditional distributors to change, we must first complete the three modern transformation. ? ? Traditional distributor faces three Modernization: ? 1, the channel of transformation: from brand distribution to the channel change operation ? Channels of restructuring is to ask the dealer to their traditional operating system, maintenance system, management system, its own retail outlets in the terminal development, including self-built terminal networks, self-terminal network and associated terminal network to form his own firm downstream network, thus very good the conduct of market competition. Before the first store will sit, sit back and wait, do customers in the wholesale markets and terminals, in addition to know where the customer is outside, basically do not know where our customers to sell goods? ? Channels of transformation is the evolution for the current channel model development needs, with the deepening of channel change, channe models of Chinese traditional to modern channel model must change to better adapt to economic and social development. ? ? Many conventional channel distributors have been doing the work of transformation, in 2008 I have the honor to entrepreneurs insight into the identity of the distributors of the channels of the transition process, in-depth inspected Zhejiang and Jiangsu, Suzhou, when accompanied local dealers Xia town to visit their own business channel, objectively, no better than some of our salesman to do badly, of course, this became a fellow dealers compete for the customer. Success stories such as in the other parts, such as in Shandong Linyi Hengxing wholesale market companies, in the face of Japan - Global Brand Network - the market interest severe form of rural development decisively out of the store network in depth, according to statistics, compared to In 2008, Hengxing in the Lunan region this year added about 3,000 rural outlets, now in Zaozhuang, Linyi, Rizhao three cities, a total of 7,000 rural outlets, with annual sales of more than 300 million, although this is only Hengxing company expects annual sales in 2009 amounted 100 million 8 million in a piece of cake, but the town is undoubtedly a potential stock market. ? ? ? Enterprise transformation: from the boss to make changes in entrepreneurs ? Enterprise transformation require dealers to learn modern business management and operation of the store from the traditional type of undisciplined unplanned distribution methods coming out of the way with the enterprise to operate and manage their own careers, create their own short-term objectives and long-term goals, management philosophy, business plan, management practices and ×Ê½ð control so th their distribution Chanpinbiancheng distribution Gong Si, not only can enhance their competitiveness in the market can also help dealers I completed Cong Zuo Xiao boss to do entrepreneurial transformation. ? Enterprise restructuring in the famous wine there, such as Gemma, Beijing Chaopi Trading Co., Ltd. This company, established in the country Gima wine more than 2,000 offices, set up tens of thousands of terminal outlets, built in South China, East, west, north four marketing division, formed a provincial capital as the center and city-level focus, to county-level cities as radiation point of three marketing system. In 2004, wine sales of 280,000 tons, while Gima group sales of 2.5 million tons, is the world&#39;s most authoritative consulting firm McKinsey called &quot;the wine in the P &amp; G&quot; brand become the loudest and most powe wine industry leading enterprises. The &quot;Beijing Chaopi Trading Co., Ltd.&quot; is a joint-stock reform by &quot;Beijing Chaoyang Wholesale Corporation&quot; formed joint-stock enterprise restructuring, the total monetary injection of 80 million yuan. Currently has a total area of 8,000 square meters of intelligent office building, 45,000 square meters of standard storage facilities, the remnants of the new business with 140 vehicles, 130 Pentium 3 or more computers, a full set of modern office equipment market experienced management team, strain ability. ? ? Brand Transformation: from brand to brand distribution changes ? Transformation of the traditional dealer brand Modernization important symbol of traditional distributors to help brand companies are only responsible for distribution of products and brands, and distributors in modern management methods must learn to cultivate brand brand and brand building. On the one hand and the corporate brand with the other hand, can create their own brand. ? There are many successful brands, are established dealers, such as Guangzhou Liby and the Grand Canal motorcycle, there is such as Jiangxi Renhe. Dayun motor is operating by the time the sun motorcycle dealer, was established in 2005 and promoted, not only their own brand now also has its own factory. ? Standing on white As a benchmark brand in the brand, you have to do washing by Chen Triumph dealer established. 1987 Spring Festival, Chen triumph filled with 3,000 bought two boxes of washing powder, shampoo home, this move of the Japanese chemical industry. He then founded a trading agent, detergent and household items distribution of foreign capital, after several years of accumulation, he opened his own stores, becoming the largest detergent Puning and commodities traders, the business began to Guangzhou, Shenzhen and the Pearl River Delta infiltration. Accumulated by doing some trading experience and connections, Chen triumph think a lot of money washing powder industry, have their own idea of running the plant. In 1991, he registered the trademark Liby --- even when this is just the plant, products are not brand. ? So far, Liby has been established with the Diaopai and keep pace with the two days of white brand. ? In addition to the traditional dealer to complete the evolution of the three modern after, but also learn to make their own career planning, career of every individual are constantly upgrading, and distributors as the market will be a career, time development ladder, but to want to be a successful dealer, there should be such a career plan. According to the words of five years as a Canton, dealer friend might as well give myself a three-year plan. ? Traditional dealers are three five-year career planning ? The following is a personal ability to exercise the process according to dealer to dealer friend of the three five-year plan, and everyone can do their own actual situation is more delicate and more appropriate. ? 1, the first five years: make products, cultivating markets, the traditional management, and enhance the hard power ? Make the traditional business projects and products, effective product portfolio and market hard, upgrade their distribution capabilities, thereby enhancing their hard power, so companies see their sales ability and marketing capabilities. ? 2, the second five years: do manage to enhance their modern management, soft power ? Enterprise management and good management, effective personal and te improvement and exercise capacity, improve their business capacity, so that my store-style marketing to the enterprise from the distribution of changes in order to enhance their soft power, so that modern business upgrade yourself. ? 3, the third year: do the brand, upgrading the company&#39;s brand management, enhance the comprehensive strength ? Good brand building and creating, so to do from a marketing brand changes do help enterprises efficiently build brand, or create their own brand, and realize their entrepreneurial from the dealer to change. ? With the economic times of ·¢Õ¹, traditional ecological distribution has been broken, from the very beginning of the Zai Zhong Tai Liu Tong market the shopkeeper Dao Jinruxiandai office of salesmen, distributors of morphogenetic Bian Hua; Tong Shi, dealers place of business Tai Duo Ye tremendous changes, from the beginning to find a good manufacturer, passive acceptance of product sales to the present initiative to find the product can represent the market Qushi; distributors also increased job difficulty, was only to be a product agent, now co-Cheng Wei manufacturer brand building persons; the face of such an environment, dealers only completed three modern and career building of the three five-year plan, it can really degenerate into a modern dealer, to be reborn in the evolution, development can be achieved.
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