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Dealer: What Are We Going To Do Tomorrow? (1)

2008/8/23 14:52:00 35

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經(jīng)銷商的困惑

Xia Yingnan was probably last year's seven and August, and summer was the owner of Shijiazhuang poly Hing sugar and wine distribution company, when he was an agent of a beer brand in Shandong.

Because of some misunderstanding and misunderstanding, he was forced to find "Hua sugar business". He hoped that we could mediate it from the manufacturers' prosecution.

Xia is the typical two group of merchants, whose offices are in a noisy wholesale market, and the strength of the company is not very large. Before that, he basically did not own his own brand, and earned intermediate profits in wholesale business by random purchase.

After the death of the indictment, he telephoned me with gratitude and sent an invitation to his place.

I declined graciously.

In the spring and autumn meeting this year, he once again sent an invitation to "meet and chat". I really couldn't shirk it and then I went to an appointment.

At the first meeting, his first sentence was, "my brother, we asked you to come here, so that you can give us ideas. We are really anxious!"

You see, it's not easy for us to have a few old brothers, but now the market is really hard to do. Our living space is getting smaller and smaller.

At the end of the day, he introduced me to some of his colleagues, where many people ran, and he had a wide range of information.

On that day, we talked very late, and they told me that they had been working on their own since they came out of the sugar and wine company. They have worked for more than ten years. But in recent years, the market situation has changed, and wholesale business has been shrinking. They once had the idea of opening a supermarket. So far, they still think of acting as a red wine brand with market potential, but they are not suitable.

　　“以后我們該干什么？怎么干？”

...

Do what?

How do you do it?

This is really a problem.

Until the end of the rum, I thought deeply about their questions, thinking of their sincere and urgent eyes.

Xia Ying's perplexity is not just the confusion of the vast number of dealers in the pformation period, especially the two batch of merchants.

The role and existence value of distributor's social division of labor

Talking about the role and value of social division of labor of dealers, Zhang Zhuodong, a trade expert, believes that distributors are between producers and terminals.

The existence value of this bridge lies in whether he can effectively influence the efficiency of profit generation and the maximization of profits of the two trading objects on both sides of the river.

If the producers and terminals are compared to Cowherd and weaver girl, the dealer is the magpie bridge between them.

At the same time, dealers purchase products and information from producers at the form of bulk buyout, then convey these products and information to terminals, realize the value of resources through terminals, and give feedback resources back to producers at the same time, so as to make resource value more optimized.

The so-called marketing ability of dealers is only a diversion process in the process of product circulation, but it is not in sales, but rather in distribution, marketing is only a form, and division is the purpose. From this point of view, the role of distributor in the whole social division of labor is like a porter.

Poor porters handling products, a better Porter handling products and information, better porters in pportation can effectively enhance the value of resources.

Speaking of the current embarrassment of dealers facing "being controlled by manufacturers and being squeezed by the end", he said that with the change of time and environment, the cowboys (producers) and Weaver girls (in the end) are deeply practicing the "internal strength" in order to better integrate and break the galaxy's restrictions.

When one of the two parties has the power to leap the galaxy, the magpie bridge becomes a vase and a collection of artistic vases.

In today's competition, super WAL-MART, Carrefour and super large delicious, Pepsi and so on have all basically gained this kind of skill, and as the market competition intensifies, the team with this kind of "skill" continues to grow.

In view of this embarrassing situation, dealers must recognize their role in the division of labor in the society and give full play to their effective value in order to achieve long-term development.

Through the value embodiment of self resources, distributors have realized the integration of resources between producers and terminals. Distributors' resources should be part of the whole product circulation resources. They should be more active in welcoming others to make use of them, rather than preventing them being used by others.

Speaking of the requirements for distributors and the existing advantages, Mr. Zhang Zhuodong believes that the role of distributors as a social division of labor for porters is not something that everyone and every enterprise can do well. He must have certain physical stamina, stamina and technical skills. The overall quality of dealers should include: dealer's brand goodwill, business ideas, management capabilities, distribution capabilities, prospects for development, capital and so on. All these are the basis for dealers to effectively operate products, operate the market (producers' requirements) and obtain quality service (terminal requirements).

It is a condition for producers and terminals to choose distributors, but the early start is a condition for greater self efficiency in the future cooperation. Dealers can not meet this requirement without high overall quality, and they will not be able to achieve long-term development.

First, the advantages of localization.

It is mainly manifested in two aspects: dealers' understanding of local social environment and market environment makes dealers easier to integrate into the market than manufacturers, and localization of superior resources will also greatly reduce the input costs of manufacturers.

Because of the superiority of geographical location, dealers make it easier to serve the terminal, making it easier for terminal to gain value-added benefits.