In the planned economy of our country, demand is far greater than supply. At that time, companies used channels to deliver products to consumers, and channels enabled the company's market to expand rapidly. Many years have passed, our company is still fascinated by the past successful experience. Many business owners stubbornly believe that they did this when they were playing the world, so they will stick to the previous experience to judge and operate the market, and more Many people think that sales is marketing.
In order for products to gain a larger share in the market or better sales performance, most companies will adopt a method of market construction for sales and brand growth. In this link, the main problem of the company is that it does not realize that the sales are not caused by the result of the sales itself, but because the needs of the consumers are inspired. Such demand is inspired by the interests of the products and the desire of the brand. Demand-oriented.
Therefore, many companies ignore the function of inspiring the market, and put the focus on the specific links of sales work.
This in itself is a kind of behavior that seeks the end.
Because the sales job is just to send the product to the consumer and reach a deal, but how many stories and content in the process of reaching the transaction are not solved by the sale itself.
In the process of sales, the customary approach and the more economical and labor-saving way is to use the existing resources of the channel to expand and build the market. As the results of years of sales in the Chinese market can be seen, more companies are gambling on the expansion of the market and the take-off of the company to the use of channels or the use of sales.
For example, Galanz microwave oven is rapidly occupying the vast market space by using channels and low-price strategies in the market growth stage of the product, attracting many enterprises to learn and emulate, not only small appliances to learn it, but also some daily chemical products to learn. it. Such blind follow-up behavior is ubiquitous in the Chinese market.
However, in the case of different market and product conditions, this blind follow-up behavior is likely to cause losses to the enterprise, which will cause more companies to fall into the price war and unable to extricate themselves.
Galanz uses the channel because of its special market environment, when the microwave oven products enter the high-speed growth period, enter the market to occupy.
In the high-speed growth period, enterprises generally adopt two strategies, one is low-cost occupation, which is to use the low price to quickly seize market share; the other is brand priority, which is characterized by the consumer demand begins to rise, consumers I don’t know what kind of brand to choose, but only know what kind of product is suitable. In this case, companies can choose to quickly improve their brand image and let consumers first recognize your brand in a large number of products. Choice, but this requires a condition that the brand's perception is not unconditional, it requires the product's concept of interest and brand concept to be closely linked, or the brand must have a conceptual way out of other products.
Apparently Galanz chose the former. The conditions for choosing the former and the conditions for choosing the latter are also faced with another factor. What is the potential demand of the market? If the market's demand potential is relatively small, Galanz's low price will not reach a certain market size, which will cause the company's profits to fall, that is, directly facing the risk.
Similarly, if the brand is used to stand out, it also faces the risk that the value of the brand can be effectively utilized; that is, the brand is promoted so that the vast number of consumers can recognize and choose, and the resources to be promoted must be able to Some return.
Therefore, both methods are used to obtain the result of product sales.
It can be said that Galanz is a product in a special market stage, and if our company is not in this product stage, the market potential is not so large, and the product turnover rate is not very fast, then not only the concept of the brand can not The use of the price policy in the channel can not be much effective.
In addition, simply looking for and selecting channel members and developing dealers is not enough. If they don't have enough motivation, it is very difficult for us to get help from them. This is like snoring. Even with sufficient military resources and strong material support, it is difficult to win the war without targeted tactics and effectively encouraging the soldiers' morale. Therefore, in order for the channel to play its larger role, we must adopt appropriate methods and techniques to motivate them, including incentives from products, incentives from a price perspective, and support for brand and personnel promotion.
Incentive channel members must first start with the company's products, because the differences in products will affect the way the channels are formed. For different product characteristics, we adopt different methods to influence the dealers. As a marketing staff of a company, you should always be aware of the characteristics of various products, and do not lose your way in a wide variety of product categories. For example, the channel links of industrial products should be as small as possible, the form should be simple, and the direct marketing of personnel should be more important; while the channel links of consumer goods are longer, and more intensive or selective distribution is used, and the channels are diversified.
Price incentives are more direct and effective for channel members. For them, they always want to get more profit margins. Then, if a reasonable price policy is formulated, it is very important for enterprises and distributors. Therefore, companies must design reasonable profit margins, such as controlling sales costs, and formulating a reasonable pricing strategy, in order to generate more profits to meet the needs of the channel.
Brands have different market positions, and companies have different ways of supporting channel members. For new brands, we need to be widely informed in the channel. At this time, the channel members do not understand the brand, and certainly lack the necessary confidence in the sales of the products. Therefore, we should carefully analyze the competitors in the market and use the distribution. The business has a very attractive policy to encourage dealers to test the products; and for some brands that already have a certain reputation, we must make full use of the brand's influence to obtain active support and cooperation of the channels, so that the products are in the channel. Quickly spread out, and at the same time strengthen product quality and after-sales service, manage channel behavior.
Later, what I want to say is that when it comes to motivating channel members, staff promotion also plays a big role. Sales representatives are agents of products and brands, and are an important link between distributors and companies. Therefore, the sales representative's activities are not only the promotion and sales of products, but also the communication channels and platforms between channel members and enterprises.
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