Product selection, dealer's distribution of "lifeline"

Choice is a one-way one, either or both?

In fact, more often, as long as you choose the right one, you can let it take care of you, "this,"!

People have a lot of choices in their lives. They have to choose what to eat, what to say, what to live in. In short, there are many different things.

Dealers choose products, manufacturers choose dealers... Similarly, our dealer friends as social people, all the choices made must consider their own characteristics, but also consider how to better serve the society. .

How to recommend the manufacturer's products to the vast number of consumers? How to make consumers get quality products at reasonable prices? How to achieve greater benefits for manufacturers, consumer rights are more optimized...

In short, if dealers want to achieve long-term development, they must examine the market, discover new opportunities in the market, and select products with market potential, organically combine their own characteristics with the needs of society, carefully consider and set a long-term perspective. Sexual, developmental choices.

In China's huge fast-moving consumer goods market, due to the vast rural market with diverse business models and underdeveloped transportation, China has a vital link in the FMCG sales chain, namely dealers. This determines that dealers have a lot of market opportunities and development space, and has a broad stage.

As we all know, in recent years, with the rapid development of China's condiment industry, monopoly, mergers and acquisitions, OEM and so on are very popular, and various types of investment promotion methods are emerging one after another. What kind of product should I choose? Look at the advertisements, the fish and the dragon are mixed and flashy, and you are afraid of being deceived. Therefore, many dealers have been confused and completely lost their way in various forms of investment promotion. Therefore, a large number of investment scams and investment scams have opened up "blood basins", waiting for the dealers to "automatically enter the market."

A good product should be a product that truly meets the needs of consumers. Consumers will not spend money in vain to buy a product that is useless to him. The product is usually composed of three parts, namely the core, packaging and added value of the product, and the consumer demand corresponding to these three factors are the use demand, psychological demand and potential demand. It can be seen that there is a one-to-one correspondence between products and requirements.

Therefore, in order to choose a product, in addition to the quality of the product itself, a good service concept is also crucial.

Do a good job of analyzing your own situation

Many dealers often don't know which kind of products they should choose before they act. It seems that others can do it themselves, but after a little understanding, they will find a lot of problems, and they will be beaten in the air and will fail before they start. It is. Why is this happening? It is not a serious analysis of their own situation, it is not clear what their strengths and weaknesses are.

Therefore, when selecting a product, the dealer must not only look at the product itself, but also consider the existing product structure. Resellers can choose complementary products that can be sold in the same advantage channel according to the advantages of their own networks, which can not only share the advantages of the network, but also make up for the shortcomings of the products. Or the dealer used to be good at circulation, and now wants to develop a terminal network of the dealer by acting as a terminal product.

In short, an effective action is first of all to be a "confidence". If even "confidant" can't do it, other actions are all in the air, at least the "dangerous house" that the basic work has not been done.

Conduct effective market analysis

To analyze the market channels that you have mastered, in addition to examining the local population, per capita income, economic environment, and political environment, it is also necessary to understand the consumption habits of the local market, the psychology of consumption, the characteristics of selected industries, and some operational rules. Or method.

A product is not suitable for sale in the area you are selling, that is, it is not suitable for your site. Although you are the owner of your site, you can only do a good job with the products that are right for you. If a product is not suitable for your area, you will spend a lot of unnecessary effort and money, and the result will only be worth the candle.

Is there a suitable consumer group for a product on your site? This issue should also be clarified. For example, in a county in Zigong, Sichuan, a relatively powerful dealer, in the repeated pleading of the salesman of the factory, entered a whole juice drink, more than 10,000 yuan, but in that county, consumers simply do not recognize that kind of Packaging, shop does not ship. After half a year, I was still in the warehouse, and I had to ask someone to help him dump the goods elsewhere.

Through the above simple analysis, we must understand the fact that there is a clear regionalization in the Chinese market. Due to the vastness of China’s vast territory and the differences in customs and cultures between different regions and different regions, it has brought about the regional nature of eating habits. “South sweet, Bei Xian, Dong Spic, Western acid”, the product consumption structure also has a north-south difference. The pride of the North, the soft eyebrows of Chengdu, the strong commercial atmosphere of Guangdong, the Beijing-based awareness of Beijing and the urban mentality of Shanghai are all unique characteristics of each market. Wang Zhihe's fermented bean curd is suitable for the taste of northerners, but he went to the southern market to sell it. No one recognized it. By the same token, Hengshun's Zhenjiang balsamic vinegar is very popular in the southern market, but it is not realistic to sell it to Shanxi and surrounding areas, because Shanxi old vinegar is the preferred choice for local and surrounding consumers.

Therefore, the product you choose should also be suitable for the unique personality of the market you control. The more consistent with the personality of the market, the more opportunities and opportunities in the market.

Analysis of the operational strength of enterprises

There is a saying like this: Let's do things first. The same is true for dealers to select products. They should also pick the products and pick the products first to see if the company has credibility and whether it is efficient. The big contradiction between the dealers and the manufacturers in the process of cooperation is the reimbursement of the expenses in the market operation. In general, the manufacturers will promise various policies at the beginning of the cooperation, such as stacking fees, display fees, and store fees. In the actual operation process, the dealers will advance the payment first, and then apply to the manufacturer for reimbursement. The cost is checked and then reimbursed. If the reimbursement period is not long and the dealer's expenses are not owed, the dealer is naturally willing to cooperate with the manufacturer's market actions. However, there are a large number of manufacturers who are not satisfied with the promised market expenses. In the implementation of the sales policy, it is always procrastinating, the redemption cycle is very long, or the cash is also conditional, so as to suppress the goods, otherwise it will not Redemption, this time the dealer has been dragged down, the work is naturally very passive.

Therefore, when dealers choose to distribute products, they should conduct an in-depth in-depth inspection and comparative analysis of the company to ensure that its operation is healthy and stable. For example, enterprises are state-owned enterprises, foreign companies, Sino-foreign joint ventures, private enterprises or others. In short, it is necessary to “break the casserole and ask the end”—if it is a state-owned enterprise, it has a high degree of trust, but it needs to be cautiously discerned in terms of business management, product development, and after-sales service; if it is a foreign company, it is a big group or a nameless pawn, and it is necessary to think twice before acting. To avoid being deceived, to be happy; if it is a private enterprise, you must know whether it is a personal enterprise or a joint-stock enterprise. Understand the financial strength, business history, current operation, and personal life of the boss, and avoid the dumb time to eat berberine. No."

Analysis of product quality

The quality of the product is good or bad. It is the key to determining whether the dealer has chosen a good product. It also reflects the responsibility of a businessman for the society.

With the market segmentation, the advancement of technology, and the choice of consumers are also rich and diverse. If the products that your store distributes are inferior products, there will be problems after every sale. The so-called "good things don't go out, bad things pass thousands of miles." Over time, ask, which customer will visit your store again? Moreover, today's market competition is so fierce, your customers will not be a problem of reduction, and may face bankruptcy.

A product is not suitable for sale in the area you are selling, that is, it is not suitable for your site. Although you are the owner of your site, you can only do a good job with the products that are right for you. If a product is not suitable for your area, you will spend a lot of unnecessary effort and money, and the result will only be worth the candle.

Is there a suitable consumer group for a product on your site? This issue should also be clarified. For example, in a county in Zigong, Sichuan, a relatively powerful dealer, in the repeated pleading of the salesman of the factory, entered a whole juice drink, more than 10,000 yuan, but in that county, consumers simply do not recognize that kind of Packaging, shop does not ship. After half a year, I was still in the warehouse, and I had to ask someone to help him dump the goods elsewhere.

Through the above simple analysis, we must understand the fact that there is a clear regionalization in the Chinese market. Due to the vastness of China’s vast territory and the differences in customs and cultures between different regions and different regions, it has brought about the regional nature of eating habits. “South sweet, Bei Xian, Dong Spic, Western acid”, the product consumption structure also has a north-south difference. The pride of the North, the soft eyebrows of Chengdu, the strong commercial atmosphere of Guangdong, the Beijing-based awareness of Beijing and the urban mentality of Shanghai are all unique characteristics of each market. Wang Zhihe's fermented bean curd is suitable for the taste of northerners, but he went to the southern market to sell it. No one recognized it. By the same token, Hengshun's Zhenjiang balsamic vinegar is very popular in the southern market, but it is not realistic to sell it to Shanxi and surrounding areas, because Shanxi old vinegar is the preferred choice for local and surrounding consumers.

Therefore, the product you choose should also be suitable for the unique personality of the market you control. The more consistent with the personality of the market, the more opportunities and opportunities in the market.

“Integrity Management”, written here, suddenly remembered the first principle of the dealer management principle advocated by Chinese condiment distributors. The relevant person in charge of the Chamber of Commerce has also said that whether it is a first-line product or a second-line product, the first thing to ensure is the quality of the product, so that we can truly achieve "customer-oriented, galloping the market." Moreover, everyone understands that customers are our God, then, please take care of the "God" in your heart.

Analysis of product brand influence

Is brand management or terminal channels creating profits for us? This is a question that dealers are thinking about repeatedly. If there isn't a strong brand, how big the business channel will be, it will not play its due role, because now the brand has a great influence on the end consumers. However, only a strong brand and no channel can be used. The channel is used as a distribution tool. Without the channel, your product cannot reach the terminal, and the profit cannot be realized. This kind of thinking often makes many dealers confused.

In fact, the current market and consumers are increasingly returning to rationality, and the influence of brands on consumers is also growing. The recognition of terminals is also very important. If you have a strong brand product in your hand, then there will be a lot of appeal in the market, then you can easily get a lot of terminal channels, many second batches will go with you, instead of having to run so huge Terminal network. Moreover, marketing is to put products to the terminal, and communication is to spread the products to the hearts of consumers. The premise of effective communication is accurate brand positioning and creative advertising performance. Only when the brand truly meets the needs of consumers can it impress consumers, and the products can truly achieve sales, and it is a long-term sales. Therefore, when selecting distributors, dealers should consider whether the brand's popularity, reputation, product development results are in line with market demand, whether branding is scientifically in place, etc., and then make decisions based on the specific conditions of the local market. .

Analysis of product price positioning

"The price of the product is too high, how do we operate, and there is no visibility, it is difficult to do?" This is a very difficult problem for dealers. Price is one of the key issues in product sales. Reasonable price positioning, like the highway, spurs the car to run at a rapid speed - the sales of the product soar.

Moreover, now is the era of product homogenization, such as condiments in the development of products, most manufacturers do not think about product positioning, often based on the feeling of "find a bottle, with a lid, a box" new products developed It is. Such new products do not pay much attention to the external image, the product packaging is vulgar, and the value and price of the product are seriously deviated. Therefore, when selecting a product, dealers should check whether the bottle type and packaging of the product are distinctive and differentiated. This is also a key factor that can not be ignored.

Therefore, when choosing a distribution product, the dealer must measure the consumption level and consumption characteristics of the market in which it is located, select the product price positioning, the product packaging positioning is more consistent with the local market, and can sell the product strongly, and the price is too high, packaging Products that are too differently positioned should be rejected.

Conclusion: The market is changing and the market environment is changing. Therefore, as a dealer to keep up with the industry trends, keep up with the development trend of the selected manufacturers. Dealers should participate in industry distributor meetings, read more about industry, marketing related books, etc., learn more about the industry's development trends, and constantly improve management levels and improve service concepts in practice. In this way, it will be in the forefront of the “variable” market.