Brand Marketing Of Dealers

For business companies, brand development can never be separated from product brands. Brand will not only bring profits to manufacturers, but also give dealers profits. They will concentrate on building a brand, and dealers will not lose anything. Instead, they will get profits from the brand and improve the network. Therefore, dealers should have brand awareness and unite manufacturers to create a brand. Some people will say, now many brands are concentrated in the hands of those big dealers. As a latecomer, what opportunities do we have? Actually, as distributors, we should have the initiative to take the brand. We must deeply realize that choosing brands is not waiting for them to come.

They occupy big brands and strong local brands. Big brands will bring a lot of intangible value, such as: innovative brand management mode, excellent management methods, wide connections and unlimited network resources. Therefore, if you have the opportunity to make big brands and cooperate with large enterprises, you must seize the opportunity, even if you eat a little bit in the early stage, don't put it in your heart.

Cooperation with large enterprises has two advantages: first, the market is relatively stable, do not worry about the ups and downs; two, the management of large enterprises is relatively standardized, generally do not entrap dealers. Although factory representatives of big brands may be arrogant, these are not worth considering. There is a saying in the industry that is worth considering, "do not do much with the manufacturers, and do not make money with manufacturers".

In fact, it does not follow. Manufacturer No big deal, no big deal with manufacturers, many dealers become big business and super merchants, mostly based on strong product brands, and have made their king status quickly. Such as: Jinliufu wine company and Chinese liquor boss Wuliangye cooperate with Wuliangye, and quickly get out of a successful way from OEM agency, brand building to brand name. Now, Jinliufu's position is to be the best wine merchant in China, and set up Hua Ze group to extend to the upper and lower reaches.

The possession of downstream channels of dealers generally includes three aspects:

Self built terminal network, such as Gemma chain store based on Fujian Zhangzhou. Its advantage lies in, first, it can get higher circulation profit; two, when negotiating with the manufacturer, it has more and more specific resources strength.

union distributor To embrace the whole world, such as the "common good" mode of Shang Yuan. This "common good" mode can be regarded as a way to strengthen the terminal channel to a certain extent. This method can be implemented, but it must have strong backing support, that is, the upstream enterprises can provide stable and enough profit margin products, and at the same time, give strong market support. First class agents need to attract distributors. Shang Yuan controls a large number of terminal stores in the urban area of Hangzhou. However, when it wants to radiate in a wider area, it needs to complete with the distributors in the peripheral market, coupled with the increased cost brought by terminal competition and the restriction of market operation mode after the establishment of corresponding rules and regulations, all of which have an impact on the dealer direct control terminal network to a certain extent. Therefore, establishing alliance through capital and distributors is a way to extend the direct control terminal.

Direct sum Consumer Communication, for example, many dealers are setting up a public relations group buying department to create clubhouses, experience stores, flagship stores, and expand the VIP services of customers. In fact, the monopoly of regional market lies in the brand's possession of the mental resources of local consumers.