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    Home > Coatings News > Paints and Coatings Market > Marketing: dislocation marketing between coating enterprises and distributors

    Marketing: dislocation marketing between coating enterprises and distributors

    • Last Update: 2020-04-03
    • Source: Internet
    • Author: User
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    Core tip: it is always difficult for paint enterprises to choose exclusive agent or multiple agents when developing their channels

    Exclusive agent can better meet the needs of dealers, but for local market development, it depends entirely on the operation of agents, and selecting multiple agents will cause dealers' dissatisfaction

    Why the manufacturer's thinking is wrong? The strategy of the manufacturer is usually: in the market development period, the exclusive distributor is implemented; in the market mature period, multiple distributors are implemented

    Why do the manufacturers who have always been in a psychological dominant position generally agree to carry out exclusive distribution in the market development period? They are mainly forced by dealers 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

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    It is suitable for leather Home of coatings news: when developing agents for coatings companies, it is always difficult to choose exclusive agents or multiple agents

    Exclusive agents can better meet the needs of dealers, but for local market development, it depends entirely on the operation of agents, and selecting multiple agents will cause dealers' dissatisfaction

    Why the manufacturer's thinking is wrong? The strategy of the manufacturer is usually: in the market development period, the exclusive distributor is implemented; in the market mature period, multiple distributors are implemented

    Why do the manufacturers who have always been in a psychological dominant position generally agree to carry out exclusive distribution in the market development period? They are mainly "forced" by dealers, or they will not find dealers

    In the mature stage of the market, there are many distributors, because the manufacturers have the right to speak, and many distributors can break each other

    No wonder dealers often scold manufacturers for "ingratitude" and "breaking bridges through rivers"

    But the real result is usually: the market cannot be developed when the sole agent, the market is seriously confused when multiple agents, and finally the market is lost

    The manufacturer's mistake also lies in: forgetting to be the target of the market

    Why are dealers wrong in thinking? Why are dealers used to excluding multiple agents? Multiple agents may reduce profits due to vicious competition among dealers (such as competitive price reduction)

    At the same time, all dealers may not be willing to invest human, material and financial resources to develop the market, not willing to make long-term planning, not willing to establish an image for the brand

    Because all the investment will increase the cost, so it must be sold at a higher price to be profitable

    Dealers who do not invest may reap profits

    What's the advantage of exclusive distribution? It can enjoy the benefit of agency and get the qualification of bargaining with manufacturers

    The wrong thinking of dealers is that they forget to be the target of the market

    What is the goal of the market? Make the market work

    Only when the market is done can it have benefits

    Can exclusive distribution make the market? Why do some dealers who have no strength ask for exclusive distribution? The biggest mistake is the mistake of thinking

    What is the core difference between exclusive distributors and multiple distributors? The core difference between exclusive distribution and multiple distribution is not the number of distributors, but the function of manufacturers

    Exclusive distributors may be "agents" with full authorization, while multiple distributors can only be dealers with limited functions

    Product development market must complete corresponding functions, including market research, regional marketing planning, new product promotion, terminal distribution, goods distribution, channel promotion, regional brand planning, etc

    The lack of any function may lead to the failure of regional market development

    Who is responsible for these functions? Is it the manufacturer, the distributor or the manufacturer? Under the exclusive distribution system and multiple distribution systems, there is a great difference in the division of functions

    The division of functions is usually related to two factors: one is the function advantage, and whoever has the function advantage in any aspect will be asked to undertake the function

    This kind of functional division is conducive to the manufacturers to play their own strengths and realize complementary advantages

    Second, the distribution of interests, who bears which function, is bound to increase marketing costs accordingly

    Therefore, the distribution of interests inclines to which party, usually requires the party with larger interests to undertake more and larger functions

    Under the exclusive distribution system, the division of functions among manufacturers is relatively clear, I am not you, I am not you

    However, under multiple distribution systems, there are the following problems: which dealer is responsible for the market development function, or all dealers are responsible for it? When there are multiple agents, there will be some market functions that all dealers are unwilling to do

    At this time, only the manufacturer will do them

    We call these functions "public functions" when there are multiple agents, such as brand image maintenance, advertising, market research, price coordination, etc

    If the manufacturers let it go, the market will become a wasteland for no one to do public services, and eventually the market will be deserted

    What is the goal of market? The common goal of manufacturers is to "make the market"

    It doesn't matter who has the right to speak

    What matters is that the party who has the right to speak should be able to make the market work

    The mistake of exclusive distribution and multi distribution lies in the right to control and anti control, instead of the goal of market

    The initiative is in control, and the profit distribution right is in control

    But if Runhe market is gone, all the rights are meaningless

    Can exclusive agency make the market? If the answer is yes and firm, we will implement exclusive agency without hesitation

    If the answer is negative or indecisive, it is necessary to consider the implementation of multiple agents

    As long as the manufacturer is willing to undertake the public marketing function, it can engage in multiple distribution in the market development period; as long as the dealer does not take the market as a hostage to the manufacturer, it can also engage in exclusive distribution in the mature market period

    Manufacturers can completely implement different agency systems in different markets, and there is no need for a one size fits all approach

    However, it is necessary to establish a marketing system corresponding to different agency systems

    Removing barriers to multiple distribution all possible solutions must remove possible barriers

    The biggest obstacle for many distributors is "internal disordered competition", that is, vicious price competition and channel competition among distributors

    This obstacle can be solved by the way of "dislocation management"

    Dislocation management is to divide the products of many distributors into "public products" and "dislocation products"

    Public products are the products operated by all dealers, which are usually characterized by large sales volume, strong channel penetration and high brand influence

    Public products are usually products that can be "delivered" to dealers, that is, through public products, other products are driven to sell

    The marketing of public products must be done by the manufacturers themselves

    No dealer is willing to invest in public products

    Manufacturers must also do a good job in coordination and market maintenance to avoid dealers overdraft of public products

    Dislocation is the product monopolized by different dealers and the main source of profit for dealers

    The products operated in a wrong way shall be independently developed and maintained by dealers without mutual influence

    Misplaced products are usually not the products with the largest sales volume, but may be the products with the highest profits

    The biggest advantage of misplaced operation is to develop a huge public market platform by using the power of manufacturers and multiple dealers, and then each dealer plays independently on the platform, without interference, but promoting each other

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