Marketing: the core and essence of paint factory's management of lower dealers

Core tip: dealers play one of the four cores in marketing The four cores of marketing are product, price, channel and distribution Distributors are indispensable channels of marketing The so-called channel is the necessary carrier for water to flow from the source to the end point If the carrier is blocked, broken, leaking or bent, the water will lose its direction and will not reach the end point after all The channel is also the same If the dealer breaks, the dealer doesn't circulate, the dealer doesn't pay attention to it, the dealer doesn't have money to purchase goods, doesn't have sales force to sell goods and so on, the product will not reach the hands of consumers So the channel Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Home of coatings news: dealers play one of the four cores in marketing: products, prices, channels and distribution Distributors are indispensable channels of marketing The so-called channel is the necessary carrier for water to flow from the source to the end point If the carrier is blocked, broken, leaking or bent, the water will lose its direction and will not reach the end point after all The channel is also the same If the dealer breaks, the dealer doesn't circulate, the dealer doesn't pay attention to it, the dealer doesn't have money to purchase goods, doesn't have sales force to sell goods and so on, the product will not reach the hands of consumers Therefore, the smoothness of the channel is very important To be smooth, we have to manage it So how should dealers manage? First, dealer management - the communication and consensus of dealer management concept; dealer management is different from the management of normal enterprise employees, because dealers themselves are investors and operators, and their products are risk sharing Therefore, in the process of management, it is not compulsory management, but more the communication of ideas Whether the ideas reach an agreement is the core factor for the manufacturers to form a joint force and create more performance Dealers consider the most about a manufacturer's products: the products have enough profits, the manufacturer has long-term development plan, the stability of the manufacturer's policies (including the stability of the market input policy, the stability of the distribution model, the stability of the goal formulation, the stability of the promotion policy, etc.), the characteristics of the products and the durability of the products in the future, etc As a manufacturer, is there any concept agreed with dealers in the strategic planning of the enterprise No, we need more propaganda of manufacturers' ideas Yes, we need to seek more cooperation points Here we mainly share how to let the dealers follow the manufacturer's idea when there is no such situation To let dealers follow your thinking, what's more important is that what you see is more unique than that of dealers Only when your unique opinions can be approved by merchants, can everyone reach a consensus The dealer is not a God, but also a person In fact, if you can find the dealer's blind spot, there will be a breakthrough direction Our company has a dealer with a turnover of more than one billion yuan a year It's amazing to be able to make a turnover of more than one billion yuan in a province We should have the product structure, the market share and all aspects of the management industry in place Not to pick up the company's products in a market of only about 1 million yuan But I think since he is a dealer and a businessman, he must want to make the business bigger He wants to make 10 million yuan, 10 million yuan He wants to make one billion yuan, one billion yuan and another two billion yuan This is what the businessman pursues It is impossible for him to stop because of a certain turnover Because of this, a product with a turnover of only 1 million has space to reach an agreement At that time, the author fully analyzed the current situation of the dealer and summed up three development directions to be bigger: first, to be your own brand, because it has enough capital and network If you develop from the direction of the factory, to be your own brand and to be the national market, the sales volume can be more than one billion, maybe one billion; 2、 To make existing products, but to expand the region, the dealer is now limited to one market If we deal with the relationship between various manufacturers and increase the surrounding market by one or two provinces with the existing capital strength and manufacturer relationship, we will have a greater breakthrough; 3、 Although the dealer basically includes the major manufacturers and all kinds of products in the industry, there is still a lack of a product item For his current channel and ability, as long as he pays attention to this item, he can have a major breakthrough Finally, the dealer listened to the third opinion of the author, that is, the products of the manufacturer The author believes that the dealer can break through 10 million yuan in 3-5 years as long as he makes the product with his heart It turns out that after receiving the products, the merchant has been working very hard, and the goal is 10 million yuan Since then, a market from "0" - 10 million yuan has started If a person, a manufacturer can really mobilize the concept of dealers to form a joint force, then the development of the market, the improvement of performance will have an amazing embodiment 2、 The four core of dealer management: wide, large, more and less; when a dealer reaches an agreement through the communication of ideas, it is more for the manufacturer to hope that the business will continue to cooperate unswervingly, but because the business has more brands after all, the manufacturer must manage them So what does the manufacturer manage? I think the management of the manufacturer mainly focuses on the following four cores: the wider the channel of the merchant, the better the channel of the manufacturer always around the merchant, and the channel can be used by the manufacturer; the channel is generally divided into: circulation channel, supermarket channel, terminal channel, special channel, modern (modern decoration effect map) channel, etc Due to various reasons, dealers can not occupy all channels in general In this case, manufacturers are more likely to expand more channels with merchants The deeper the channel penetration, the better, the more Big: the bigger the investment, the better To make a product, there must be enough market investment Channel expansion needs investment, channel maintenance needs investment, channel development needs investment, product publicity needs investment, and after-sales service needs investment For the manufacturer, the core two is to make the business investment the greater the better More: the more energy, the better We say that the first condition for success is to be dedicated If a business accepts a product report with an attitude of try, ignore, understand its product channels, pay attention to its promotion mode, and do not make some product promotion programs, then the product is doomed to die For a good product, the main businesses spend more energy, more investment will be able to do it Just like some of our company's merchants give all the products to the manufacturer's team to help them sell, just pay for the goods, and do nothing else After some businesses get the products, they first gather all their business teams to try them out, and ask each business representative to compare with the competing products of the products, and then everyone gives their opinions What's the quality of the product? What's the price? Is there competitiveness in the market? How to promote it? What's the price? What's the promotion? What's the Commission of the business representative? What's the terminal Pull? To study a product in this way, the product must be able to do it So dealers have to put in enough energy Less: the fewer the similar products of dealers, the better Even the fewer other manufacturers, the better The fewer the products of dealers, the more energy and investment dealers will put in If a dealer still has similar products, it is doomed that the product can be sold or not, can be valued or not, and the promotion process will not be specific The human, financial and material resources of dealers are also limited Operating multiple manufacturers or brands will inevitably lead to the decentralization of energy and investment, and the direction of product breakthrough will be in danger That's why the distributors of large enterprises now are specialized agents, only making one product for their manufacturers, such as Coca Cola, Pepsi Cola, Wahaha, Taitaile, Daliyuan, Laoganma, Maotai, Wuliangye, Shuanghui, etc Therefore, the fewer products the dealer has, the better 3、 Environment of dealer management: lead-in period, growth period, maturity period and decline period The ideal state of dealer management is how much leniency to achieve However, due to the unequal strength between manufacturers and dealers, it is often less than the above state, just trying to get close Either the manufacturer is strong, the manufacturer's strong will be able to achieve the above status quickly; if the manufacturer is not strong, it is difficult to achieve the above status Therefore, in the process of managing dealers, the manufacturer should conduct according to the strength of the manufacturer Manufacturers' products enter the market in the process of introduction, growth, maturity and recession; introduction period: Generally speaking, the merchants are relatively strong, in this process, the manufacturers are in the stage of laying the foundation, the dealers do not know the products of the manufacturers, the manufacturers, and even the products are not stable, more is the communication and education of ideas and prospects Growth period: to the growth period is a period of rapid development of enterprises In this period, the market of manufacturers has a certain foundation, and in this period, the technology and capital of manufacturers have certain advantages Therefore, at this stage, the investment of manufacturers in all aspects will be very large, and businesses will gain more benefits in this process Therefore, in this process, manufacturers must strengthen their efforts The management of dealers and the requirement of leniency can be controlled firmly Make manufacturers form a joint force in an all-round way Maturity period: at this time, the businesses, policies and markets of enterprises are relatively stable in the region At this time, more enterprises enter the maintenance stage, and more manufacturers are stable businesses Recession period: when the products enter the recession period, the profits of the merchants have been based on the small profits At this time, the trend of the merchants is to seek for more vitality and more profitable products and manufacturers to cooperate So in this stage, as a manufacturer, it is more about the research and development of new products and the injection of new vitality to activate businesses From the new concept, enter the next round of management stage Paint dealers open up new channels to cater to the five major factors affecting the current development of paint decoration defects Similar information A model worthy of reference for paint enterprises: Sam's club model After sales service of paint is optimized Consumers or 1“