Marketing: the essence of manufacturer relationship behind the flat channel

Core tip: the channel of the manufacturer is flat, the focus of the dealer setting is sinking, the big dealers are cut into small dealers, even the second and third level distributors under the original big dealers are directly developed into the first level dealers on the same level with the original big dealers by the manufacturer Don't be discouraged, just let you out if you don't accept it As the original big dealers, they are naturally upset They also complain that the manufacturers do not pay attention to morality, regardless of the hard work of the dealers in the early years when they started the market, etc in fact, in the business field, don't say anything that can't be used, such as feelings and feelings The so-called cooperation history of the manufacturers in the early years, or even 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 Paint Home News: the channel of the manufacturer is flat, the center of gravity of the dealer setting is sinking, the big dealers are cut into small dealers, even the second and third level distributors under the original big dealers are directly developed into the first level dealers on the same level with the original big dealers by the manufacturer Don't be discouraged, just let you out if you don't accept it As the original big dealers, they are naturally upset They also complain that the manufacturers don't pay attention to morality, regardless of the hard work of the dealers in the early years when they started the market In fact, in the business field, don't say anything that can't be used in the emotional feelings The so-called cooperation history of the manufacturers in the early years, or even the personal relationship between the dealer's boss and the high-level of the manufacturers, in fact It's not worth a lot of money As a dealer, we still need to see some of the most fundamental things clearly We need to see the essence through the appearance For example, what is the root of flattening the channel of this manufacturer and cutting off the current big dealers? How can we fundamentally protect ourselves from being abandoned by manufacturers First of all, let's make it clear why manufacturers need distributors, in essence, is the cost factor In the business field, there is no technical problem at all The core of all problems is actually the cost problem The core of technical research in the business field is how to achieve the goal with lower cost If the cost factor is not taken into account, all problems will not be a problem The reason why manufacturers look for distributors is not that they can't do the market themselves, but that the cost of their own work is too high In fact, the cooperation with distributors is to borrow their funds, teams, company platforms, social resources, sales networks and other software and hardware resources, so as to reduce the operation cost and risk of manufacturers themselves, The essence is to improve the efficiency of market operation and sales In the early stage, the cooperative relationship between manufacturers was centered on products, and the profits brought by product sales were taken as the cooperative ties of both sides The form of interests was single, and the mode of cooperation was simple The manufacturers valued the sales ability of dealers, while the dealers valued the products, brands and market investment of manufacturers The main work between manufacturers was centered on "selling goods" Specific docking is also mainly concentrated in the tactical level, and even the contradictions between the two sides are mostly concentrated in the aspect of interest distribution However, with the change of the external market pattern, the real market economy begins to come (the core of the market economy is the four words "more products") From the era of making money to the era of grabbing money, the vast majority of industries begin to saturate the total amount of products At the same time, the trend of homogenization of products is becoming more and more serious, and even brands are beginning to homogenize With the rapid development of the media industry, the shaping speed of the new brand is faster and faster, the education and guidance function of the brand is gradually losing, the customer's attention to the brand begins to favor the professional segmentation, the purchase convenience and service factors, at the same time, it also leads to the continuous decline of the customer's loyalty to a brand At the same time, the relationship between manufacturers has also begun to change First of all, the competition for excellent dealers is always in the minority From the previous market share, manufacturers began to extend to the share of excellent dealers Excellent dealers have become one of the important resources for the current and future development of manufacturers Of course, there are two problems here: The first point is that many manufacturers compete for excellent dealers, and the manufacturers compare with each other and even pamper the dealers At the same time, the dealers themselves also began to compare the policy input of each manufacturer, and even began to use the input differences between manufacturers, and constantly encouraged manufacturers to increase their input, which is to say, increasing the operating cost of manufacturers If running down this road, it will inevitably lead to higher and higher cooperation and management costs of manufacturers' distributors, which is the essence of cooperation with manufacturers and dealers (cost saving ）When the cooperation cost is high to a certain extent, it is also the time for the manufacturer to consider whether to replace the dealer or to do direct business by themselves Second, manufacturers, considering their own development strategy, have higher and higher requirements for dealers' matching They no longer simply value the scale strength and sales ability of dealers, but also start to pay attention to their own development direction, planning and deployment, background management status, their own market investment awareness and ability, especially whether the manufacturers can connect at the strategic level, and whether they can achieve it Whether the multi department and multi system connection between manufacturers can keep up with the development speed of manufacturers, whether it can connect with the market construction objectives of manufacturers, whether it can meet the new requirements of manufacturers for market performance, etc What the manufacturer ultimately wants is a group of dealers who are suitable for the manufacturer Of course, this "appropriate" standard is not fixed The manufacturer will adjust it according to the market environment and its own development plan Of course, after each new standard comes out, the manufacturer will carry out some comprehensive screening on the current dealers Those who meet the requirements will stay, those who do not meet the requirements will be cut down greatly, or those who are straight Get rid of it We can't block the development of manufacturers because of some unqualified distributors The third point is that the manufacturers dare to cut off the dealers, which must also be posted First, the economic accounts, second, the safety accounts As mentioned in the economic accounts, the current cooperation efficiency, management cost, performance return, market construction and other aspects between the dealers and the manufacturers are no longer in line with the new standards of the manufacturers, resulting in the relative increase of the cooperation cost The manufacturers are considering the maximization of interests, It's natural to cut down the dealers The other is the safety account The dealer must not be made of tofu Some dealers are also very powerful There are people in both black and white There are more than 47 aks in their homes, which annoys the dealers of this super ox the consequences are also very serious The new dealers may be set on fire The business manager of the market under the manufacturer may be mysteriously missing The relevant departments may be right New dealers check more than ten times a day and so on Of course, there are some more civilized methods, such as the dealer has a certain industry influence, or its own dealer company has a certain brand influence in the local area, which will also bring a lot of troubles to the manufacturer's market operation work, as well as many unsafe factors, which will also cause the manufacturer's market operation cost to rise, or to return to the cost factor 。 Cost account is the core and safety is the secondary factor If dealers want to maintain their own cooperation relationship with manufacturers, they will not be moved by manufacturers Finally, they must be in these two aspects Of course, when the dealers start to fail to keep up with the development speed of the manufacturers and the performance growth is slow, the manufacturers also have two options: one is to simply cut down the small ones, or to directly replace them with new ones; the other is to try to help the dealers solve problems and improve their development speed so as to keep up with the development and docking of the manufacturers Instead of giving up directly, more and more manufacturers are also providing technical assistance to dealers, and developing from the conventional front-end operation level to the back-end management level, which is also the general trend However, the vast majority of technical support is scattered in form and lack of continuity The content itself has not yet formed a system and lacks a high degree, and it is only concentrated on the sales level of its own products, and even closely linked with the sales performance This makes dealers feel that these so-called technical support, or the supporting work carried out by manufacturers for the purpose of selling goods, regardless of the emphasis on vision Degree or digestion and absorption, its effectiveness must be very limited The manufacturers themselves have to calculate the accounts, help the existing dealers to improve, or directly replace them with new dealers, who is the guiding ideology for the future cooperation and development of manufacturers Develop the brand of paint enterprises into the attitude of enterprises; the core and essence of paint factory's management of dealers at the lower level; similar information; the model of paint enterprises worth learning -- Sam's club model; the perfection of paint after-sales service; how can small and medium-sized paint enterprises make use of the Spring Festival holiday to consume; another hole for o2o or paint e-commerce Paint industry integrates into the development of the Internet to promote the prosperity of the industry Paint marketing: not all paint products are suitable for holiday marketing Experiential marketing mode ------ you price it Micro marketing opens the era of precision marketing Paint enterprise culture, focusing on thinking The eight 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