Future Dealer Transition Trends
Future trends in the development of dealers have several directions: 1. Have their own brand. Through the buyout business and other forms have their own brand and independent intellectual property rights, with a strong marketing ability to grasp the initiative in the market. 2. Build its own network, through the chain of restaurants or supermarkets and other forms of building their own network. 3. Convert to a distribution service provider. Own their own warehouses, transportation, distribution capabilities, to achieve the functions of the logistics center, or assume a circulation of integrated services. 4. Dealers form strategic alliances. Distributors set up wholesalers Union, retailers Union, to achieve benefit sharing and checks and balances on the sales environment. 5. Mixed mode. Combined with the above four forms, the flexibility to deal with various interests.
Excellent dealers in the common characteristics of the business
Dealers of the road to success are different, but after comparison will find that excellent dealers in the business has a common characteristic: 1. Actively open up the market dealers have received a good return. Explore the way to expand the distribution, maintaining a good reputation, strengthen the terminal, expand the Group buy market. 2. Competitive with opponents, close to competitors, understand, get more information, find competitors to combat weaknesses, to win competitive advantage. 3. Storing channels and the end of the dealer's performance steadily. 4. Those who adhere to the promotion, promotion of the dealer more profitable. In the production enterprise funds, personnel, support the lack of circumstances, dealers adhere to the promotion, promotion can often achieve success.
The future of the dealer
Through the study of market environment and marketing trends, it is concluded that the future development of dealers will be active marketing + partner marketing + depth marketing.
First, active marketing
Active marketing is from the original passive sales, waiting for manufacturers policy and training, with manufacturers promotions, the market information does not attach importance to change into active shot, take the initiative to establish a new brand image. The following are the same as the "
Second, the establishment of channel partnership
The purpose of establishing a channel partnership is to change from a business relationship to a strategic partnership. Channel partnerships are characterized by a focus on providing high levels of service to meet existing channel members, focusing on maximizing long-term cooperative profits, focusing on future transactions and long-term benefits. Manufacturers and distributors to form a partnership, together for the integration of business, both to achieve the effective control of the channel manufacturers, but also to form a decentralized dealer integration system, channel members to achieve their own or everyone's goal to work together, Achieve win-win (or win). Channel partnership is based on the implementation of the dealer from earning money to master the method of making money from the original transaction as the center, into the terminal market construction as the center. Dealers through the channel of all aspects of service and monitoring for effective management, making their own products in a timely manner, accurately and quickly through the various channels to reach the retail terminal. Improve the market coverage of products, effectively promote the terminal market promotion, improve product sample rate and promotional power, to stimulate consumer desire to buy, to promote sales.
Strengthen marketing services. Strengthen the distribution function, and enterprise information convection, risk sharing, benefit sharing.
Third, the depth of marketing
There are three basic transformations of deep marketing: the transformation from simple transaction (short-term) to market maintenance, deepening, and developing relationships (future long-term behavior); from extensive expansion to improvement of "yield" as the goal of intensive farming; Of the amateur players into the professional team of experts. The following are the same as the "
Deep marketing is through the organized efforts to control the terminal, to enhance the value of customer relations, rolling nurturing and development of the market, to obtain comprehensive market competitive advantage, the impact of regional market, the first effective market strategy and methods. The key word of deep marketing is to control the terminal, to enhance the value of customer relations, rolling training and development of the market, the impact of regional market first.
Organized efforts involve four aspects: First, focus on resources in key areas or key factors; Second, feedback, the overall coordination, market-oriented operation; Third, play a marketing function, strengthen the process control; Fourth, the marketing team The construction and management.
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