At present, the circulation channels of most domestic products are still manufacturers → dealers (that is, customers) → retailers → consumers. Dealers are the key link between the end market and the manufacturers, playing a key role in the entire distribution channel. In order to successfully develop a target market, I believe that the choice and establishment of the customer is a top priority, and he is the basis for success in the local market. If you choose a partner customer, the chances of successful sales of the customer's distribution are at least 40%. Because of a customer, he will make full use of his own resources and advantages to achieve greater sales under the premise of the same market cost. The so-called market customer strategy refers to the problem of how many customers are selected and how many customers are set up in a target market (a market in which we refer to a prefecture-level city by administrative region). In order to more effectively implement the various marketing from the EMKT.com.cn activities, to achieve the established sales goals. The author has been engaged in rapid product marketing for more than 10 years. He has a deep understanding of how to formulate a customer strategy that is in line with China's current market status. He is now summarized for your reference.
Why should a market adopt a multi-customer strategy?
As a dealer (whether or not the customer), they all hope that the manufacturer will only set up one of his distributors in a market, and let him underwrite all the brands and varieties of the manufacturers. Today's market is a market that requires subdivision and differentiated services. Manufacturers are required to provide personalized products. At the same time, customers who need to cooperate with them must be able to provide different and more professional products according to different consumers and different sales channels. service. As a manufacturer, it is now necessary to adopt a strategy of multiple customers in the market. Why?
The characteristics of the front, products and customers require us to set up more professional customers.
Nowadays, manufacturers are trying to produce more products, and the depth and breadth of the product line are large, in order to meet more market segments. Different products correspond to different market segments, requiring product distribution customers to provide different services according to different market segments to meet different consumers. From this point of view, the success of our target market sales depends on whether customers can provide more effective channel services.
We always hope that our customers can do this, but it is difficult for one customer to meet the requirements of all sales channels. Some customers have the advantages of conventional channels, such as business channels, distribution channels, etc. Such customers are suitable for distribution of low-end products because they can deliver products to mass consumers in a shorter period of time; some customers have good High-level social relations, suitable for distribution of high-end products, because high-level social relations can not be established overnight, and good social relations are the basis for promoting high-end products; some customers have strong distribution capabilities and human resources, suitable for sales Large quantities, fast turnover products, these products are required to allow customers to deliver large quantities, multiple batches, and such customers are also suitable for a wider range of markets; some customers are general taxpayers, can provide value-added tax Invoices, they can distribute the products of the supermarkets.
It can be seen that in order to be more conducive to market development and sales, in a target market, it is necessary for us to set up multiple customers according to the characteristics of different products and customers, instead of only one general distributor in the market we think before. Let it distribute all the products.
Second, in order to achieve common development of multiple varieties and reduce waste of brand development, a market needs to develop multiple customers.
Today's manufacturers generally adopt a brand strategy of multiple sub-brands and multiple varieties of the main brand. For the development of each brand or variety, manufacturers have invested more manpower and material resources, and hope that each brand and variety can bring more sales in more markets.
However, the facts are often counterproductive. It is not that there is no place to sell or only a local market sells well. It is difficult to see a situation in which the country is red. The reason is that apart from the defects in the product itself, I think there is a problem in setting up customers. After many manufacturers have developed new products, they want to promote them through existing channels and existing customers. It is expected that this will not only save market costs, but also open up the market in a natural way. However, this kind of thinking is often restricted by the following problems. First of all, the old customers have mature varieties in hand, and the sales volume is large, which can bring enough profits for them. Most of them have developed inertia and are unwilling to spend More energy for the promotion of new varieties. Secondly, the old customers will compare the market investment of new products with the investment of old products. If they can't get enough market expenses, they don't think it is worthwhile, and it will not be easily accepted. Based on the above two reasons, many old customers are also not guilty of manufacturers, they will purchase some new products properly, indicating support for the development of new varieties of manufacturers. However, after customers purchase new products, they have to let the products sleep in the warehouse. If you have a problem, you will tell the manufacturer that the product will not sell. This situation often causes manufacturers to be overwhelmed, and the promotion of new products in the market will be lost, resulting in the failure of local market products.
If we have more than one customer in one market, or if we develop new customers, we can choose customers according to the desire of different customers for the distribution rights of new products. Customers who have the right to sell will naturally cherish this opportunity and redouble their efforts to open up the market. The chances of successful development of new product markets will be greatly increased. This may mean that there is no development without competition!
Third, in order to set off the market atmosphere and rapidly open up new markets, one market needs to select multiple customers.
How to create a new market sales atmosphere? In addition to requiring manufacturers to follow up on various advertising campaigns in a timely manner, the key is to require dealers to put products as far as possible in every corner of the market. But I said, this is very difficult to do. A customer's network is affected by many factors, and it is difficult for them to quickly spread the goods in place within the specified time. In this way, not only will the manufacturers' advertising resources and sales opportunities be wasted, but the market development speed will be greatly slowed down.
How to do it? I think that manufacturers should adopt multiple customer strategies when developing new markets. Some of the customer's channels are repetitive, but there are still many channels that are built on their own unique relationships, and others cannot enter. In this way, multiple varieties of the same brand will occupy most of the sales network of the target market in a short period of time, forming an excellent sales atmosphere. Consumers sometimes pay more attention to the brand of sales, while ignoring the variety of sales, and seeing the products of the brand everywhere, will give consumers the illusion that the product is popular and popular, and thus more likely to generate purchases.
In addition, customers will also subconsciously form a competition idea. No one wants to lose to the dealers who sell the same manufacturer brand in market development. They will try to do their jobs better and the development of new markets will be natural and fast. Good.
Fourth, in order to effectively control customers and reduce market risks, we need to set up multiple customers.
This is a seemingly contradictory problem. It seems that the more customers there are, the more difficult it is to manage. The fewer customers, the easier it is to control. Setting up multiple customers in one market may increase the workload of first-line market personnel and may also require more business people. However, after there are multiple customers in a market, the importance of each customer to a manufacturer will be reduced accordingly. The bargaining for the manufacturers to negotiate and win additional policies will be reduced, so they have to carry out various marketing tasks according to the unified deployment of the manufacturers. . Each dealer in a market, they are selling different varieties, enjoying different policies, facing different sales, playing different roles for each other, enjoying different sales profits, they are also difficult to unite Against the manufacturers. At the same time, because there are multiple customers in a market, if one of the customers has problems (including the customer's own and the cooperation with the manufacturer), the manufacturer also has sufficient time and space to adjust, and will not bring the entire market. The greater negative impact.
Since ancient times, there has been a big bully. It is not uncommon for the store to bully the factory. As we all know, in the past few years, several large domestic appliance retail groups have joined forces to call several major electrical appliance manufacturers, demanding that they lower the ex-factory price of home appliances and provide other more favorable conditions, otherwise they will no longer sell their products. It’s full of wind and rain, and now it’s just a matter of heart.
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