With the intensification of market competition, the rise of flat tide and the rise of hypermarkets, has long been "occupied" channel distribution of the most important position of the traditional dealer groups were once ignored, the existence of the dealer has become available Nothing to do.
However, due to China's unique market characteristics and environment, dealers in the field of commercial circulation in China will exist for a long time, and will continue to occupy an important position, the only change is that the new era of new dealers than the traditional dealers, with the following Three characteristics.
Entrepreneurial thinking
The biggest feature of new dealers is that they have most of the entrepreneurial business thinking. In short, these new dealers began to try to use their own business ideas to run their own distribution business.
Entrepreneurs business thinking is built on the "enterprise" point of view, and we know that enterprises exist in society, the most essential purpose is to obtain profits, seeking to continue to survive and develop opportunities. Here, "profit", "survival" and "development" are three key words, they are the key to entrepreneurs thinking business, but also the new dealers are most concerned about the problem.
New dealers are very concerned about the benefits of access, because it is their survival and even the future development of the basis and premise. Traditional dealers are also concerned about the profits, ancient saying "mercenary" is a true portrayal of these traditional dealers, but these traditional dealers chase profits, but an instinctive, low-level, simple competition profits, utilitarian very strong, But the lack of long-term plans, their success is often upstart-style short-lived, not only they are difficult to stand in the market for a long time, even more affected the traditional dealer groups in the increasingly fierce market competitiveness in the lack of. In the early years I went to South China to travel, and known as "China's most shrewd, the most stalwart" of the Guangdong Hakka people business, several times the wine, the Hakka people very "readily" promised our proposed reduction of the end of the year; , A friend from Jilin return, talking about the northeast people "forthright", shook his head straight, why? Because now and the northeast people doing business, drinking is not used, the Northeast began to pay attention to "affordable", abacus playing better than the Shanghai people. These two things reflected, in fact, is the traditional dealer and the new dealer in the interests of different thinking.
New dealers will first care about their own survival problems, so they are for the reality, short-term profits see is relatively heavy. In order to obtain as many short-term real interests as possible, the new dealers will fully consider the input costs, expected benefits, business risks and other related issues. Now, more and more dealers began to use ERP financial management software, Nissin day; strict control of the daily into, sales, save the situation, at least once a month inventory, the end of the year at the end; to strengthen risk prevention, Cancel the "prepayment" amount, reduce the risk of their own business; speed up the turnover cycle of goods and raise the capital rate; the end of the year rebate, stage rebate and other preferential policies "preoccupied", and strive to achieve "the minimum cost to win the maximum return" The
New distributors "targeted", not only to see the immediate survival problems, but also to see the future development issues, so, sometimes, new dealers will give up some short-term interests, and to seek more long-term interests. For example, many of today's consumer goods dealers began to intervene in the field of traditional industrial marketing or engineering, in order to open this new market, the early need to invest a lot of manpower, material and financial resources, even after the investment is not necessarily produce the corresponding Return, but they are still unthinking, why should this be done? Because they are plotting for more long-term development. In addition, some excellent wholesalers to abandon their own well-known wholesale business, instead of working harder, lower profit margins of retail business, but also because of the development of China's commercial circulation spotted the general trend. More typical example is a large number of new dealers began to implement the "enterprise management mode of operation", hired outside the "capable" to operate their own "business" to a rigorous system to assess the staff.
Above all, from a side to reflect the new dealer business business thinking, and this is the most typical characteristics of new distributors.
Use "management" to do the market
The second feature of the new dealer is the habit of using the "management" approach to the market. Management, with a word to describe, is "good at using all the real and potential resources for their own (business) work." New dealers are very good at using a variety of resources to do the market.
Close cooperation with upstream suppliers. Dealers between the upstream suppliers and downstream terminal retailers, consumers in the middle of the manufacturers and consumers play a "bridge" role, this role makes the dealer can not be separated from the upstream suppliers alone. New dealers usually maintain close cooperation with upstream suppliers, access to upstream suppliers of many preferential policies and market support, and even in some areas to obtain monopoly of the distribution authority. In order to make full use of upstream suppliers' resources, to rapidly expand their own strength and win market opportunities, new distributors are trying to establish a deeper relationship with upstream suppliers, including the establishment of joint-stock sales companies (such as Gree air-conditioning and the provinces Large dealers jointly set up joint-stock sales company), dealers funded to participate in joint research and development, underwriting a product, the upstream suppliers into their own OEM production workshop, or even dealers to invest in mergers and acquisitions upstream suppliers. All of the above ways are beneficial to the dealer to strengthen cooperation with the upstream suppliers.
Strong involvement in downstream retailers. Some new dealers with their own strong capital, brand, management and other advantages, strong into the field of downstream retailers in the second and third tier markets and rural markets to establish a large number of retail stores controlled by their own; most of the new dealers according to their own strength , According to local conditions, in other ways to penetrate into the field of downstream retailers. In general, the practice of these new dealers is usually Piling, in the economic situation is better and the lack of core retailers in the region, to establish their own outlets; in the economic situation in general areas to use the power of local retailers Expansion of their own forces; more time, these new dealers for downstream retailers to provide all aspects of support, including a unified booth image design, advanced marketing management skills, the first goods after the credit guarantee and other means, both to promote the downstream retail The actual sales of the firm also expands the local influence and appeal of the dealer, making the downstream retailers firmly tied around these dealers.
To the overall strength of the association to deal with fierce market competition. These new dealers, without exception, are aware that wealth is a sign of a successful businessman; and "wealth" at this stage not only contains "money" or "personal assets", more importantly, "the impact within the circle Power and appeal ", in addition, China's society with each passing day, the market competition is increasingly fierce, alone the strength of individual is difficult to deal with the challenges of the entire market, so these new dealers are actively preparing to actively participate in various business communities, The strength to win more room for development. Wenzhou, a dealer agent a brand of batteries, before joining the local home appliance Association, two consecutive years of sales of batteries, but million; less than half a month after joining the association, the battery sales of more than three million, exceeding the annual sales tasks. Smart new dealers increasingly pay attention to those who are strong professional business community, in Jiangsu and Zhejiang area and the Pearl River Delta, a similar business group by a large number of dealers hot pet, get great development.
Use the local connections, do a "snake". New dealers do not necessarily have a lot of money, but they are often able to choose a "right area" and develop well in a "right area" thanks to their good use of local connections, Marketing is quite effective. From the Chinese national conditions, the strength of local dealers are still very weak, they do not have enough strength across the country to capture the city, vertical and horizontal ride; realistic practice only the implementation of regional marketing, in the local area intensive, Really as their own "snake", and then it may gradually plan more long-term development. New dealers are very good to grasp this point, no matter what industry they are engaged in, they are always associated with the local government departments, close to the local consumers, familiar with their preferences, and to avoid weaknesses, to seize the competitors of the short ribs , To establish a higher entry threshold, so that their own "snake" did not worry "strong dragon" arrival. Jiangsu, a home appliance dealers in the surrounding towns to establish a large number of chain stores, home appliance chain giant Suning, Yongle is also difficult to shake its local forces, new dealers never fear "caught in the survival."
Organizational structure advancing with the times
The new dealer's organizational structure With the continuous development of the market, with a lot of change, but there is no unified model. Overall, the new dealer's organizational structure is advancing with the times.
The traditional dealer's organizational structure is very simple and clear, basically the couple and the couple, plus a few relatives in the family, the size of the dealer there are a few hired workers. Dealers personally master everything, finance, personnel, management is "triple play", and even the promotion is personally in battle, the other family members and help workers is the handling of goods, sales of products, which in the prevailing market environment should be said to be Effective. However, the organizational structure of the dealers in the new era has changed significantly (although the number does not necessarily increase).
The new dealer's organizational structure generally has the following changes:
First, the division of labor meticulous, clear responsibility. Dealers are still personally in charge of finance, personnel and management work, but the dealer has invited a special accounting grasp of financial problems, the dealer is only a kind of audit, the role of supervision; personnel and management is the dealer personally, but The dealer has an assistant supervisor responsible for the establishment of the system, the implementation, but also responsible for the transmission of information and communication between the upper and lower; in sales, the dealer assigned to the old staff to guide new employees quickly, and others responsible for the promotion, Some people are responsible for the gift, some people are responsible for contact with the upstream manufacturers, some people are responsible for booth layout, some people are responsible for consumer advice, some people are responsible for after-sales service, some people are responsible for other chores. This new organizational structure can better adapt to the development needs of modern market economy.
Second, people do their best to use it. New dealer strength regardless of size, always strive to less manpower to complete the task, therefore, the new dealer more favored "people do their best to use their best" argument, and can be well implemented. As mentioned above, the new dealer's organizational structure is responsible for a variety of business staff, but in fact, many new dealers and not so many employees, so at this time, new dealers tend to deliberately go Training (and also requires) the following staff a multi-skilled, give full play to the potential of each employee. "Compound talent" in the new dealer's organizational structure is very common.
Finally, keep up with the development trend, close to market demand. The new dealer's organizational structure can not only keep up with the trend of the times, but also very close to the market to meet the actual needs. Nanchang, a central air conditioning dealer in order to master more information in the first time, specifically set up a "Engineering Information Department", the members of the department in-depth to the government agencies, design institutes, building materials market, real estate development company to collect the project Information; Hubei a beer dealer in order to quickly cultivate a large number of outstanding beer promoters, set up a training project manager, developed a detailed training manual, by strengthening the training, in the short term to train a number of qualified beer promoters, the Dealers through this way, the final income is quite good.
In fact, the new dealers also have other characteristics, such as the operation of originality, to economic efficiency and social benefits together to consider; learning ability, network marketing, telemarketing, community marketing and direct marketing and other advanced marketing model was Many new dealers widely used; plan is very strong, take precautions, step by step to achieve their own goals; determined, bold, look for the things never give up, the purpose is very clear; target consumer groups to determine, people feel " Utilitarian "very strong, but in fact it has a" personal rationalist color "... ...
In any case, these rising new dealers are so inspired that they have unique characteristics, let us see the brilliant future of the dealer group; Chinese dealer groups, will not be the end of the family!
