Brand manufacturers is a test agent is a challenge
2012 compared to last year, the market environment of China's ceramic industry and consumer demand and not much ups and downs, but the dealer's business strategy and quality has undergone profound changes, this change is a challenge brand manufacturers agents is a challenge, even though he does not necessarily effective in the short term.
Tough market this year already we expected, opening markets to start slow, 3.15 market spurt, but did not see the effective purchasing power. In this market environment, we are concerned about is no longer the activities of the brand is no longer a channel business model, but how the company can be a healthy development. Just after the first quarter, operating pressure, the market has been a large number of agents to start the transfer of stores, spare retreat preparation; course, there are a small portion of agents homeopathic expansion attempt at such a difficult environment. achieve double-digit sales growth. In fact, this two extremely differentiated phenomenon for a long time, but the performance is more prominent. The agents of this change indicates that speed up the industry to adjust the speed of this year. Diode development of the final result is: the era of the large flow of small customers, which is the industry of the rational development and rational allocation of profits of the results.
The era of the large flow of small customers for the agent channel will be a deep and comprehensive subversion, the distribution channels of the ceramic industry will be faced with the following variables
First, the new agents will be year after year fast decreasing room to grow smaller, the success of the more difficult
Industry, the more forward the development of the industry, the less chance. That couples the two previous sell pigs to open a shop will be able to set up a limited liability company's, is gone. Now operating costs, complexity and difficulty of the operation, so a lot of people who want to start are daunting.
In addition, the market brand patterns and market structure have the basic shape, the new entrants is difficult to find a good brand, it is difficult to compete with existing agents, the most just in the individual channels of the operation of differentiation, using its own connections into the market. Therefore, the reserve forces of the industry, agents will be a serious shortage of industry showing the trend of rapid decline in new entrants.
Second, small agents will withdraw from full-channel operation, looking for differentiated channel operation or become a dealer distribution
Agents operating currently facing two major high costs, First, store decoration and rental, renovation of a 300 m2 store about 50 million of renovation costs, plus about one million samples and accessories, and store rentals a year growth rate of more than 10%, the first-tier cities of the monthly rent of up to 400 ~ 500 yuan / square, the second-tier cities are also more than 150 yuan; channels operating expenses channels operating expenses is high, especially especially in some unhealthy channels. Originally only one building materials market of prefecture-level cities, provincial cities also two or three markets, the agents only need to open a shop or several shops covering a whole city, was the renovation and rent is not very high, operating up and There is no too much pressure. With luxurious, noble "exaggerating the rise, all brands have improved grades and requirements of the decoration, renovation costs directly grow exponentially small agents are afraid to boutiques, also installed can not afford to shop in recent years. Coupled with the building materials market, the development of blind forces and vicious competition, the rent is to grow exponentially, small agents in the operation difficult.
For these reasons, it is difficult to better brand agents, the agent of the brand is mostly for others to do the wedding dress, kept change or replace the brand of their choice. In order to survive, their only way out is: Exit full-channel operation, looking for differentiated channel operation or into the distribution of major real estate agents.
Third, distributors or distribution channels, agents increasing size of the distributors to direct, internal joint-stock or joining direction
The early development of the industry, the secondary distribution channel is more prevalent, the distribution channels also made an indelible contribution to the development of the brand, but as the industry brand development, brand for sales channels, price protection and interests of the distribution of point of view, a lot of brand agents to cancel the distribution agent, and operated entirely by the distributor. Market development and brand contribution rate, which is a wrong decision to cancel the distribution agent for the agent to provide more space for Maori, but fast layout of the network and brand coverage, distributor of long-term development and the total profit generated, distributor integration of resources and competitiveness is detrimental to the distributor-scale expansion.
Today, the agents should re-examine and plan of distribution channels, the establishment of a new distribution model, with the distribution of resources, through the distributor's management, specifications, and service to establish a win-win mechanism, so that more points distributors to achieve their own strategy, so that more distributors for their own profitability. Distributor model, we can take food or department store format chain or franchise model, can also take direct or internal shareholding, various modes have advantages, in the end what sort of, but also depends on the company strength and management capabilities, each model has a successful precedent for the establishment of a suitable mode is the best model.
Direct mode: general agent distribution into the head office management, relying on the platform of the Corporation for development and can also create a branch, the implementation of independent operation. Direct mode on the company's economic strength and remote management capabilities require a higher will, of course, provide products with higher profit for the company. If the company has enough strength, talent, and remote management capabilities in some areas with good Direct is a good choice, and ultimately the headquarters of the mode of development, direct marketing companies, distributors junction.
Internal shareholding distribution model: the establishment of internal shareholding distribution model, in addition to solve the problem of market development and, more importantly, is to solve the talent training mechanism. This model fundamentally retain good talent, so that the talents of the company from a simple professional managers into shareholders, so that more people are willing to join. At present, many companies the most difficult is talent retention problems, rely on a single wage to keep people on the company's core layer is not too much temptation, the main reason for this is also the excellent staff quit or live on their own, to solve the manpower problem, we must solve the mechanism, so the joint-stock distribution model is the best choice.
Join or chain mode: the original distributor and distributor is the relationship between profits, distributors, sales and service standards, good or bad depends entirely on the ability of distributors and moral the traditional distributor model will gradually be eliminated. Join or chain business model is the ideal distributor model, this model in the business entity is a different boss, but is a unified operating standards and rhetoric, so that consumers feel no distributor and The distributors gap. This distributor will have higher requirements, can no longer sell products to distributors, but the main business model, management, standards, guidance, monitoring and service, distributors must also be the distributor requirements unified store image, a unified staff management, harmonization of activities and discounts, uniform service standards.
Fourth, the dealer channel will quickly sink, a group of agents will be fought in the secondary market
The channel sink is a public industry topics, this is mainly due to the impact of economic development and market environment. The speed of China's urbanization process is exacerbated by the rise of the four-tier cities provide a huge market space and the potential for the industry in order to meet the development needs of the market, regardless of brand or agents must sink. Secondary market, the cost is relatively mature market to be much lower, at a much lower degree of market regulation, marketing techniques and channels are relatively simple, high-level market operators to see the hope of business confidence and growth.
Currently, the big brand or agent has completed the sinking of the channels, and now sinking is not too late. However, the primary channel sink mode and operation of the main problems to solve the sinking, if not a good solution for more than two, sinking the pressure will only increase the agents, the market pulled up and not be too big. This article from the Tao urban network
In 2012, the agents sinking speed is very fast, the agents on the basis of maintaining the existing market, he moved to the secondary market, and even some agents, direct to abandon the existing market, he moved to the secondary market. Brand manufacturing enterprises to grow in the face of adversity, we must open more agents in the blank or the outlets on tapping the potential, if the agents do not conduct market development, brand manufacturing enterprises will be developed, which means that the original agent The business area is shrinking, forcing agents to speed up the sinking.
Fifth, each city's major real estate agents will control the brand and channel resources, agents pattern is emerging.
2012, the industry will usher in the era of big brand, big brands, said here First, the brand, big brands lead the market, the dominant trend of the market and the mainstream; agents brand, major real estate agents will control the market resources, the dominant direction of sales . The major agents in control of the building materials market store resources, the right to operate of good brands, sales channels, making power of the game laws, and consumer trends to guide the right, the invisible hand in the dominant and influence the market.
Relatively strong ability to integrate resources of major real estate agents, a significant advantage in the competition, small agents regardless of how to fight it is difficult to achieve this advantage, which also caused a competition not at the same time making major real estate agents doing more and more, small Agent diminishing. At present, all the city's major real estate agents pattern is gradually formed, these agents of the leading type of impact on the market more and more obvious, and the general agent scale, management, strategic gap is also growing in the near future. They will have the absolute market share
Sixth, the major real estate agents will enter the diverse stages of development under the brand integration of resources, a single brand management more difficult.
The major real estate agents has the advantage of the unique position and resources. Declining in profits from the products of today and the future of these agents began to integrate its own resources, the resources into profits of their primary thinking. In order to enable companies operating maximize, they first begin to integrate complementary brands, just call the shots as early as the beginning of the industry supporting sales, transformed into a mode of the main brand, by the ceramic industry to expand to the building materials industry, and finally the overall domestic industry integration of the product chain to form a home integrated marketing strategies and profit model. Now well-known agents, the vast majority are no longer only one species, they will be spared the article on the tiles, sanitary ware, kitchen cabinets, wooden doors, hardware, accessories and home accessories, home accessories, will also introduce integrate the concept of home. Due to changes in markets, industries, cost, consumer demand, exacerbated by the speed of this integration, diversification has become an inevitable trend.
The seventh, agents or distributors of the development of a true sense of the distribution business, profitability and development model is a fundamental change in
The final result of the formation and development of major real estate agents, making the autonomy of the agents operating brand to enhance brand constraints on the agents is relatively weak, if not handled properly the relationship between the two, it will cause conflict between brands and agents, based on respective development point of view, both sides will not abandon each other, because the brand is a scarce resource, the agent is also a scarce resource, although the contradiction, but the two sides can find common interests. Behind this contradiction and unity, that is, the agent business model change, the major real estate agents thus will go the road of the distribution business, not to earn profits from the products as the only strategy for enterprise development and instead rely on selling business model, management, service, distribution to earn an operating profit of the product more profitable is earned by the upstream and downstream distributors.
The duties of the distribution business more manufacturers is to become the region's logistics business and marketing models. Rely on a strong ability to integrate resources, integration of different category of product brands, win another one to build a marketing model for their own development, and sales functions to be borne by downstream distributors, the store construction by distributors. Brand integration of resources, circulation, relying on financial and network advantages, to obtain the conditions for negotiations and manufacturers, thus the bulk purchase of quantities of product at a lower price, and procurement of products in different combinations into different channels, with appropriate the price of the product's profit more earned by the channel, the flow of business is to make a profit by the amount and mode of operation, logistics and service is crucial for the flow of business.
Distributors, positioning functions will be more professional, comprehensive development of the original transfer to become a professional, distributors simply to build stores, sales, marketing, management, standards, entirely by the distribution business. The distributors are no longer the establishment of the inventory of equipment and logistics, energy and money in sales, inventory and logistics by circulation provider is responsible for circulation Chamber of Commerce based on the orders of the distributors regular distribution of goods, delivery to the distributors of the designated locations or delivered directly to the consumer's home. On profit distribution, the channel is more to earn profits from the products and distributor to earn profits from the products or less, but reducing the amount of funds used, inventory, and management issues.
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