dealers a problem common to ask is "auto era is not about to end up?." In fact, although the entire Chinese economy are facing the transformation and upgrading, but has not yet come to the point where the end of the era of dealers, brokers operating channel model may also have further room for development, and will not easily come to an end. However, as traditional dealers, if we can not make a paradigm shift, I am afraid that their companies do end it was quite possible, therefore, dealer friends have sense of urgency and do the transformation and upgrading of Ready to work.
traditional mode of thinking come to an end water purifier dealers should be prepared to adjust the positioning (Photo from Internet)
dealers need to do a good job positioning adjustment
dealers has always been a rather special business units, they come to realize their own profit through the sale of products from different companies to distributors or retail outlets, which forms a distributor inherent in the traditional mind the idea: the best defenders channel relationships, which in turn control of part of the channel resources through the channel relationship, to achieve the purpose of distribution accordingly, so that dealers profit. Obviously, if the dealer still have this concept, it may be more dangerous.
water purifier dealers, your time is not over
Therefore, dealers need to do a good job positioning adjustment, the adjustment from the past brokers to locate dealer channel value creators positioning. The conventional wisdom, we generally believe that the dealer is to achieve a profit by selling or renting channel resources. After entering into marketing Marketing 3.0 era, transfer and realize the value of the channel channel value becomes higher demand for corporate dealer proposed by the operator while the value of the dealer channel created precisely the source of dealer profit . Although dealers control channel resources are still important, but how to operate products through these channels and brand resources to create value that dealers must seriously consider the issue.
is based on the positioning adjustment, import dealers for resources on the upstream and downstream industry chain, as well as the level of integration of operations for the entire channel resources, it has become the standard measure of dealers and distributors the ability of corporate profitability . Whether dealers to be favored with good market prospects of the company or products, will largely benefit from the Dealer Locator to the beginningSeries of adjustments, and the adjustments brought about by the results.
dealers to do business with the brand power of independent brands
The current dealer has its own brand accounted for a very small number, although many dealers has been the transition from the individual to the Limited, as the traditional business deep-rooted concept, nor its own brand, even if there are individual dealers claim to have its own brand, but a detailed question, turned out to be commissioned by the processing of their OEM products to create brand dealers as a limited liability company has no brand. Obviously, such a situation is when you need a change. Many dealers have been aware of the problem, or some industry distributors are beginning to realize this problem, build and create its own brand dealers are also on the agenda.
Since Carrefour, Wal-Mart, RT-Mart, Wumart and other retail outlets years ago to create commercial brand with a strong brand power, so why dealers will not be able to create their own business brand? But then, we have to focus on the development and utilization of channel resources, it ignores the dealers to build the brand, and now, as a distributor of professional marketing expertise implementing agencies have become increasingly strong, many dealers It has formed its own unique distribution model and business ideas, create a brand, pursuant to carry auto expertise seems to have been inevitable.
dealers need to create marketing management
dealers not to buy low and sell high business units that make the difference, but the value of the channel creator, pursuant to realize the value of the dealer maximize. Therefore, it requires dealers to create their own marketing management model for the docking channel downstream enterprises to provide a good marketing protection.
successful brand dealers have their own unique marketing management, marketing management is the distributor of "unique Cheats" is a distributor of special skill is the dealer profits magic, saying "no rules, no standards" to determine for dealers marketing management, meaning that dealers construction of channels, product items to build a portfolio, marketing the system to determine the structure, organization, etc., operational processes, this is a trade-off process , it is a distributor in the face of many products to choose whether or not a reference standard, the absence of such a marketing management, dealers can easily do not know of many trade-offs in the face of temptation. I wanted to see what the moneyWhat to do, the result is ultimately the dealer deviate from your core business and development direction, "picked up and pound-foolish," it is difficult to build on their strengths in professional road, unable to attract the attention of outstanding enterprises, will lose do to big and strong opportunities.
dealers change control into the concept of service
Traditionally, enterprises are required as a dealer, whose purpose is to help dealers achieve rapid distribution channel network, a strong dealers in a short time can make their own products to shop under the jurisdiction of any channel, the completion of the purpose to meet with consumers, the possibility of achieving sales, and as a dealer to accomplish their powerful, it must have the core competitiveness, the core competitiveness is the reseller channel members the ability to control the terminal, as if on the financial strength, staff or other difficult to take advantage of the business compared to the dealer and this group is concerned, and if on the climate, geography, and undoubtedly dealers take more advantage, which is easy to build local dealers own core competencies, and to do so on their own which requires the dealer channel construction First let their channel members make a profit, and second, through the service channel members to make their channel members not to worry about, it is a member of the trust and support their own channels, so that dealers have long-term cooperation and excellent business, a strong own capital.
modern enterprise requirements for auto shift from the concept of resource control to the service concept, because the control of resources can not create value, and the service can create additional value. Control of resources is the root of the last stage caused a price war, promotion war, the service concept can effectively avoid price wars and promotions war, but also to ensure that the interests of the temptation to seize the other channels for channel resources. Hyundai dealers core competence has quietly changed, the most important change is that distributors as intermediaries functions of the circulation of commodities and service functions on the channel chain has replaced the traditional distribution functions, and can help create upstream and downstream enterprises service value, in order to best serve the end consumer.
Hyundai dealer with respect to traditional dealers, the obvious difference is the positioning of labels, brands, services and so on. Upstream enterprises have basically completed by the extensive management to enter the precision of operations transformation, this time, companies in the search for the dealer also proposed more stringent standards, with a clear positioning, is a strongProfessional brand marketing potential implementing agencies, can provide powerful channel service capabilities, to become three very important selection criteria dealer.
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