Marketing: paint marketing: distributors are divided into 369, where are you?

Core tips: Each dealer's situation is different, so it's not enough to have only direction Further more, dealers need to position themselves and develop their own development strategies based on their own situation Dealers can be divided into three categories: large circulation dealers, deep distribution dealers and brand dealers Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: each dealer's situation is different, so only the direction is not enough Further more, dealers need to position themselves and develop their own development strategies based on their own situation Dealers can be divided into three categories: large circulation dealers, deep distribution dealers and brand dealers 1 The products operated by large circulation dealers are mainly low-grade products For such products, volume is the most important Therefore, it is very important for this kind of dealers to build a circulation fast lane The second batch network and large-scale terminal are the key points of channel development At the same time, the efficiency of the logistics distribution system of dealers is also the key factor that affects the profitability of such dealers What we usually call logistics distributors is actually a kind of large-scale circulation dealers It should be noted that the market of large circulation dealers is much more likely to be prized than other types of dealers, because its mode can be simply imitated Therefore, large circulation dealers need to improve the level of promotion management and enhance the value by improving the level of logistics and warehousing services 2 In depth distributors the products operated by in-depth distributors are mid-range products For this kind of products, the most important thing is the terminal distribution and display Through regular terminal visits, the purchase cycle of products will be affected or even accelerated So for this kind of dealers, the key is to do market work in detail At present, the dealers do not rely on their own strength for in-depth distribution, most of which rely on the manufacturer's mode and personnel This way will make dealers rely on manufacturers, and the development of dealers can only be limited to a certain area, which is the limitation of such dealers Deep distribution dealers need to use systematic terminal services to realize terminal resource, so as to improve their resource value For the above two types of dealers to make money, they must have one premise: market is equal to sales For large circulation dealers, the consumers of their low-cost products are low-income people in cities and low-income people in rural areas, so product price and promotion are the key to affect the purchase of such people The value of big circulation dealers is more reflected in the smoothness of channels to the county and rural areas, which is also the weight of policies to enterprises For in-depth distributors, part of the profits of the products should be used to maintain a team running in the market, or borne by the manufacturer or the distributors Such dealers not only need the help of enterprises to establish the terminal service (pay attention to whether the service is controlled or not), but also worry that the manufacturer's people will abandon themselves after the market is mature, and the market performance of products is affected by the manufacturer's brand operation At present, the number of such dealers is the largest To get out of this squeezed state, the skill of the counter control panel is very important, because it can affect or even control manufacturers and terminals 3 The products operated by brand distributors are high-end products They operate their own brands or have the means to enter the high-end market of the product brands they represent They can organize effective activities and make the perceptual value of fashion, noble and other products in the local market "Brand is maintained by communication and achieved by public relations" The greatest value of brand distributors is to achieve the public relations work of brand building by face-to-face communication through each sales The core competence of brand distributors is the influence on opinion leaders' consumer groups and the network resources of high-end terminals The stronger the influence and resources are, the higher the value of the brand dealers is, the higher the natural asking price for the enterprise is (for example, if the liquor dealers buy out the medium and high-end catering terminals, the more the number of terminals they control, the higher the value is) In a broad sense, a large-scale terminal retailer or a retailer who buys out products belongs to one of the brand distributors The biggest advantage of large-scale terminal retailers is fast distribution and uniform display They can reach the consumer opinion leaders of products and the mass consumer groups of products, such as Carrefour, Lianhua, etc through these retail terminals, consumers can feel the flow of products - "this product is everywhere, it must be a good product", "this product will be put then A big pile, there must be a discount, the company must also be very big Through the voice of these consumers, it is not difficult for us to understand why end retailers such as Carrefour can charge for entering stores, piling up fees and other fees, because such terminals are not simple to buy and sell, but to add value to the popularity of products For the dealers who buy out the products, who is the market? Therefore, all kinds of brand operation skills are the most concerned of this kind of dealers, and the prices of these bought-out products also reflect the characteristics of brand dealers (generally, the prices of bought-out products are higher, the most obvious example is that the bar buys out brand beer) The most fundamental reason for classifying dealers is that dealers should shape their own professionalism according to their own conditions, and different types of dealers should ask manufacturers for different policies, such as 5% discount rate for large circulation dealers, 10% discount rate for deep distribution dealers, and 20% discount rate for brand dealers because of their work Different focus, different influence on the market, and different investment in the market In fact, at present, domestic dealers seldom have these three categories in a real sense, and most dealers have not yet recognized their own development direction As far as the product structure is concerned, dealers have not sorted out the key points of each work according to different products But one thing is certain: to develop in the three directions of big circulation dealers, deep distribution dealers and brand dealers, the professionalism, profitability and scale of dealers will certainly be realized It should be pointed out that the business skills of brand distributors are the survival and development skills needed by the whole circulation industry, because they are popular manufacturers, and they can change the causal relationship between word-of-mouth and sales volume The core of a brand is consumers' cognition, including a series of indicators such as popularity, liking and loyalty To be more straightforward, it is word-of-mouth It is consumers' active purchase rate and repeated purchase rate Under normal circumstances, there is first sales volume and then word-of-mouth, and the core means of brand dealers is to create word-of-mouth first and create the ability of popularity With this means, can sales run? A cigarette dealer threw two weeks of empty cigarette shells in the building aisles and stairs of several communities Two weeks later, the sales volume of his agent continued to rise Six months later, the cigarette brand became the first local brand The operation skills of brand distributors are simple, complex and simple - it's simple because the final practical operation scheme is not complicated at all, and it's complex because this simple operation scheme must be developed by studying the habits of consumers, behaviors before and after consumption, and combining their own strength and execution Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,