Marketing: channel conflict in coating enterprises

Core tip: most of the distribution channel models of Chinese coating enterprises are still in the process of trading or changing to win-win channel models The relationship between the channel members of coating enterprises is regarded as a short-term interest relationship rather than a long-term cooperation relationship, so that the channel conflict becomes a common phenomenon in the channel relationship of coating enterprises Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Home of coatings news: most of the distribution channel models of Chinese coating enterprises are still in the process of trading or changing to win-win channel models The relationship between the channel members of coating enterprises is regarded as a short-term interest relationship rather than a long-term cooperation relationship, so that the channel burst becomes a common phenomenon in the channel relationship of coating enterprises How to solve the problem of channel conflict in paint and coating enterprises mainly includes two types of conflicts: 1) vertical conflict: the conflict between paint manufacturers and dealers due to factors such as payment collection, price, channel sinking, etc Nokia case is a vertical conflict The conflict between manufacturers and their distributors is mainly manifested in the conflict of rights and related "interests" The main performances include: the distributors bargain with the manufacturers by virtue of their own channel resources; many downstream channel members lack of commercial credit; and the upstream coating enterprises have strong control over their channel members, etc 2) Horizontal conflict: the conflict between dealers due to cross regional fleeing, low price sales and other factors, the case of Huayuan tire is a horizontal conflict It should be said that this kind of price competition among distributors shows a kind of disordered market competition, which has caused extremely serious consequences: increased the common cost of distribution channels, abnormal profits, and seriously restricted the growth of brands, the growth of distributors and the establishment of a good market economic order The reason of fleeing goods and the conventional skills of controlling fleeing goods are the most typical phenomenon in the channel conflict Many dealers deliberately sell goods to the non jurisdiction area at a price lower than the manufacturer's specified sales price in order to obtain abnormal profits This kind of behavior, its harm is serious: reduce the operation efficiency of the marketing channel, lead to the disorder of the channel price system of the coating enterprise, the channel is blocked, the dealers lose confidence in the sold product brand, and even lead to the destruction of the marketing channel network of the coating enterprise 1) The main reasons for fleeing are as follows: unreasonable planning: "the original source is not clear", in fact, many problems in channel operation can be found in the manufacturer's channel planning Price and discount point: the manufacturer has no perfect price system, does not control the lowest price, and at the same time implements the so-called "step rebate" policy, resulting in the fleeing of dealers Target is too high: manufacturers set too high a target for dealers, which exceeds the actual capacity of their own market, resulting in dealers' fleeing goods Special price and promotion: the phenomenon that the special price applied for by a project channel dealer flees to the distribution channel of its region and the short-term promotion price of a regional manufacturer causes fleeing Customer's withdrawal of funds: especially at the end of the year, in order to withdraw funds, dealers often use the price lower than the market price in exchange for the cash spot payment terms Causing the phenomenon of fleeing goods Market Retaliation: the retaliatory fleeing of goods between dealers, and the retaliatory fleeing of goods after dealers are disqualified by manufacturers Internal reasons of the company: in order to achieve their own sales objectives, the sales staff in a certain region encourages and acquiesces the dealers to even participate in the fleeing of goods to other regions 2) General skills of controlling goods fleeing Reasonable channel planning: according to the goal of coating enterprises, study the needs of consumers, analyze the six factors of customers, products, coating enterprises themselves, middlemen, competition and environment, find out the biggest influencing factors, formulate the corresponding channel strategy and channel scheme, then evaluate the cost, control and adaptability of various channel structure schemes, and finally establish the coating The appropriate channel model of the enterprise Process management and assessment: the so-called process management is that the manufacturer should not only care about whether the sales target of the dealer is completed, but also care about the process and means to achieve the target and help the dealer to complete the sales target For example: directly help dealers to get the order or develop the offline network, do a good job in market order maintenance, product training, after-sales service, etc., while the assessment of dealers not only pays attention to the sales volume, but also to market order, main products, customer satisfaction, new customer development, etc Avoid year-end red envelope and high margin: avoid "step margin" policy and adopt combined margin policy In addition to sales volume discount, cash discount, franchise discount, market order discount, etc or adopt "hidden margin" policy Logistics identification - Product Code / product barcode: number the products sent to each area to show the difference The use of code system can enable manufacturers to take the initiative in dealing with the problem of fleeing goods First of all, because of the implementation of the product code system, the manufacturer knows where the product is going, which makes the dealers have some scruples and dare not rush to cross the goods; second, even if the phenomenon of cross goods occurs, the manufacturer can also understand the origin and development of the product, with real evidence, which is relatively easy to deal with Contract restraint, resolutely crack down: in the contract signed with dealers, it is necessary to explicitly add the "Prohibition of cross regional sales" clause, and strictly limit the sales activities of dealers within their own market area; in addition, it is necessary to specify the differential price system in the contract, and limit the lowest price of the market; at the same time, it is necessary to link the rebate to dealers at the end of the year with the occurrence of fleeing goods, once fleeing occurs Goods, cancel the year-end rebate of dealers, make rebate not only become a reward, but also a warning tool Navigation of this article: (1) the reasons of fleeing goods and the conventional skills of controlling fleeing goods; (2) the characteristics and key words of fleeing goods in industrial product channels: coating enterprise Beijing model room soft decoration design company introduces how to do well in marketing the same kind of information for coating enterprises If the use of solvent based coating is prohibited comprehensively, will it cause death to the enterprises? 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