Article/Zencan
"Why will this x type of dealer never succeed?" "This x type of dealer will never succeed even if they work around until they grow old! "This type of dealer is about to be eliminated!" 》... There are endless articles like this in the WeChat circle of friends of ceramic people, which vividly reflects the ardent expectations of ceramic manufacturers for dealers. And the requirements are always mutual. While manufacturers have high hopes for dealers, dealers actually also have requirements for manufacturers. It's just that they don't have the inconvenience to formulate articles and express them systematically.
So what requirements do dealers have for manufacturers? Perhaps the opposite is more direct and powerful, that is, what do they fear most about the manufacturer?
Today, the author summarizes the true feelings and helpless complaints of the interviewed dealers about manufacturers that I heard during terminal surveys in many places on China Ceramics Network in 2019, and condenses them into the four situations they are most afraid of from manufacturers.
Scenario 1: Great change in attitude
In the terminal survey of China Ceramics Network, although this situation is not common, it is a situation with extremely bad impact.
The most profitable model, the most affordable subsidies, the most powerful assistance... we can make any promises to interested dealers; if you want product samples, send them immediately; if you want to inspect the headquarters, arrange them immediately; if you want to test the waters, send people immediately Go... We can provide any kind of support to interested dealers. Some manufacturers are very active in recruiting investment and try every means to make potential dealers feel that not choosing them would be the biggest regret in the world.
Once the intended dealer becomes a real dealer, especially after the first payment is received and the store is built, the attitude of the manufacturer will undergo a 180-degree change. We need preferential policies, but we have to wait; we need personnel support, but we can’t arrange them; we need best-selling products, and we need to sell out the backlog of inventory... Apart from urging for payment for goods, we don’t have much communication with dealers anymore.
The attitude before and after joining is completely different. One thing before joining and another after joining. It is very similar to "Before borrowing money, you are a grandson, and after borrowing money, you are an uncle."
The huge change in attitude before and after seems to be a matter of method, whether large or small, but in essence it is a matter of lack of integrity and a direction that only focuses on the immediate and not the long-term.
Scenario 2: Insufficient brand promotion
In the terminal survey of China Ceramics Network, the hope that manufacturers will strengthen brand promotion is an issue that almost every dealer will mention, and those dealers who have joined the leading brands are no exception. It can be said that whether it is a big brand or a small and medium-sized brand, strengthening brand promotion is an essential action.
Some dealers have reported that when they need support from manufacturers in brand promotion, manufacturers often either emphasize that other factors are more important than brand promotion, or that brand promotion cannot rely on the manufacturer, but requires dealers’ own efforts... In short, they cannot provide support. , making them feel helpless.
When choosing a manufacturer, some dealers only see the preferential policies in front of them, such as rebates for the first shipment, store decoration subsidies, etc., or are fooled by the manufacturer's false promises, but ignore the brand awareness and influence of the manufacturer. in-depth investigation. After spending the "honeymoon period" hand in hand with manufacturers, they discovered how important the brand's popularity and influence are, and at the same time they understood how difficult it is to increase the brand's popularity and influence by relying on their own strength alone.
Insufficient brand promotion, at best, is just a matter of different corporate characteristics and business focus, but at worst, it is one of the manifestations of insufficient strength.
Scenario 3: Inability to provide terminal assistance
To be honest, in the terminal survey of China Ceramics Network, a considerable number of dealers were very dissatisfied with the manufacturer's assistance, so most of them would reluctantly say that they have no requirements for the manufacturer's terminal assistance.
In fact, terminal assistance is an issue that dealers are very concerned about. They hope thatWe hope that manufacturers can provide creative and effective product language and marketing plans, help them build profit systems and build efficient teams, guide them to expand channels, enter the field of engineering and assembly, and implement these through practical hand-to-hand guidance. In practice...
Some dealers believe that if manufacturers want to truly provide assistance to dealers, they must increase manpower, material and financial resources to provide dealers with hope, and improve the combat effectiveness of marketing departments and other departments that support dealers. Solve the problem of "you need to be tough to make iron", instead of just saying it in words and saying in the investment plan to provide dealers with "nanny-style assistance", but in fact not even a person can be sent to help on business trips. .
Terminal assistance must not stop at dealer meetings and trainings, or use coercion and inducement when urging dealers to deliver goods. Real information and actions.
Scenario 4: Product development lags behind
In the terminal survey of China Ceramics Network, dealers’ desire for manufacturers to strengthen product development is stronger than their desire for manufacturers to strengthen brand promotion.
Because they do not have sufficient R&D and production capabilities, some manufacturers' product R&D and production either only start from their own equipment, production capacity and other production conditions, or they only blindly follow the trend and imitate, resulting in products that lack individuality and hierarchy, and are not updated in a timely manner. There are many problems such as the lack of price advantage in engineering channels and assembly channels...
These problems often lead to products that are seriously out of the market, lack competitiveness, and find it difficult to meet the needs of dealers and consumers. A more serious problem that extends from this is that best-selling products are in short supply and warehouses are full of slow-selling products.
When brand promotion and terminal assistance are not met, many dealers have repeatedly lowered their requirements for manufacturers, and manufacturers have insufficient brand promotion. We make up for it ourselves, and manufacturers are unable to provide terminal assistance, so we work hard on our own.
actuallyThe basic demands of dealers are very simple, that is, new product development must be rapid and timely, product (market) segmentation must be accurate and effective, prices must meet the needs of each channel, and sufficient supply must be ensured without overstocking.
Of course, dealers are more afraid of manufacturers than just that. For example: the fear that manufacturers frequently change salesmen, regional managers and even brand CEOs/sales CEOs/marketing CEOs, resulting in a lack of stability and coherence in the manufacturer's development strategies and marketing policies, leaving dealers at a loss; fear of manufacturers "bullying businesses" They often transfer business risks to the dealers; they are afraid that the salesmen of the manufacturer are too ambitious and short-handed, eager for quick success and instant benefits, saying one thing and doing another. They usually do not see anyone when they need their help, and at the end of the month, when they push for payment for goods, they will "lose their lives". call"......
But these can basically be covered by the four situations mentioned in this article.
Therefore, to judge whether a manufacturer is worthy of cooperation, dealers can consider the four situations mentioned above.
