Cost Trend(Product Care and Use Instructions)

New Listing of Channel Management _ 8/6/2008

New listing of the regional market channel management is a difficult issue: just open up the market, the sales manager is often difficult to grasp, channel structure is not reasonable not pass the test, distribution, marketing, terminal, display, sales are difficult to control. However, the new market channel management is directly related to the latter part of the market deep plowing, the amount of impact on the completion of the years plan, therefore, is also a marketing study on the need to be seriously dealt with an issue.

New listing of channel management remains fully conscious of the power still lies in channels of distribution of power and dealers to promote capacity, and along with the restructuring and upgrading of dealers, the trend is worse than.

I think that, in the current fast-moving consumer goods market, the success of any new listing, to maximize the strength of channels, or can not do without the close cooperation of distributors. Insofar marketing of the four P said that if the existence of the Chinese market characteristics, channels mean that distributors.

The basic foundation: the selection of quality dealers
In other words, because of the complexity of the Chinese market, as well as regional diversity of the uneven development of the market, the decision to abandon dealers far from the era of the advent of choice is truly valuable reseller channel management the cornerstone of manufacturers. Therefore, in accordance with the "dealers that office, the office that dealers" principle in accordance with the "dealer channels equivalent to" the concept of optimum selection of a distributor, the success of the new listing is to be.

Selected distributors conditions, the author summarized in the seven: 1, dealers agree that manufacturers marketing concept, manufacturers agree launched channel strategy and pricing strategies; Second, distributors have strong distribution capabilities, a number of vehicles delivery vehicles; Third, intensive channels, distributors have strong sense of service terminal management and to work with manufacturers; 4, dealers have more professionalism, not "content with" mentality; 5, in the same business category, the exclusive distributor to brand marketing, product and price it did not conflict with a similar brand; 6, distributors have strong financial strength, reputation good seven, dealers fixed hotels, to superb distribution networks.

The core of the core: straighten out the system spreads
New listing of channel management for the second lies in the product mix, control of the spread of the product. In other words, will be structured properly, a reasonable allocation of the access gap system is the success of the new core, but also control channels chain hub. All access a reasonable profit, only in this way can be very good product flow. This levels the distribution of profits, but also according to the local market competing products based on the situation as a reference.

In my view, the channel management is the core of price control, this Niubizi Qianzhu prices in the food and beverage category of fast Consumers goods industry, the best approach is based on "wholesale prices TKW" Design access spreads. Generally speaking, such a pricing method is a price to the dealer, a price to distributors, retailers to the terminal is a price, all access nodes are a price, which is rigid price Shunjiaxiaoshou. Total dealers, distributors profit center in the factory, which is on Fanli, terminal retailers profit center in their own fare increase sales, only to the manufacturers suggested retail price.

System design spread the basic principles: Terminal retailers margins> distributors margins> core dealer margins> brand manufacturers margins.

"TKW wholesale price" of supporting measures is the "heavy penalties Light Award", and violate the rules of the game, must be subject to heavy penalties.

Put themselves in a proper mindset: from transaction marketing to marketing partners
In short, in the modern marketing environment, dealers After years of market experience, has already begun restructuring and began maturity, the right to speak to the channel gradually sense can be strengthened. Therefore, in the promotion of new enterprises in the process of listing, should be a re-evaluation and selection of dealers in the process, full awareness of the control channel is "transaction marketing to marketing partners."

The first is firmly established "to foster dealer market, rather than relying on distributors to market, but do not bypass the dealer market," the guiding ideology. Support for dealers, the market development of major resources: First, based on market research, design practical listing of the new outreach programme; 2 post is to provide products based on the reasonable market development and maintenance costs; three of the dealers and distribution clerk to carry out effective training and guidance; 4 is to provide a well-trained New necessary for the promotion of "Wild Bull" small team.

Secondly, dealers classification considerations: First, the existing distributors, marketing ideas can still need to strengthen the capacity and expand the network capacity market operations, the new products as its agents, enabling manufacturers to dealers and the training of the Second As for old friends, old, old minds no further transformation of the value of the dealers, they should be replaced; Third, some in the "one-and-half" in the emerging markets of the more powerful of two distributors, for done a number of its strong desire to do further investigation of their batch of conditions, the machine can be an agent entrusted its new products; fourth is not some dealers or distributors in the market, promoting new work to be done is a very attractive use of the investment brochures and sample the market, waiting for an opportunity to develop the ideal distributor.