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Forces to sink the market, sanitary enterprises need to "remove meal and save essence"
2020-01-03 307
Nowadays, the bathroom market in first- and second-tier cities is becoming saturated, and bathrooms need to develop new markets. Compared to the development of first- and second-tier cities, although the development of third- and fourth-tier cities is relatively slow, it is no different from the current pattern Everyone wants to eat. At present, the sinking of channels will be a foregone conclusion. It is a general trend for bathroom brands to enter the third- and fourth-tier markets, but dealers must not enter blindly unprepared, let alone take for granted their successful strategies in first- and second-tier cities. In the process of sinking the channel, the decision-making layer of sanitary enterprises needs to make all-round planning in order to succeed in the third- and fourth-tier cities with unlimited potential.

Channel sinking is a foregone conclusion, how should bathroom distributors respond?

The vast number of third- and fourth-tier cities in China is an emerging market with rich consumption potential and rapid development. Especially in the provincial-level channels, the competition of bathroom brands is fierce and the channel resources are excessive. With the increasing purchasing power of consumers in third- and fourth-tier cities and the huge market potential, consumers have been testing the water. The sinking of bathroom sales channels has become inevitable. Then, as a "pioneer officer" of the bathroom industry to develop the market-bathroom distributors, how to actively face this trend? The sinking of sales channels will inevitably cause the relationship between bathroom companies and bathroom businesses to change It is embodied in three aspects:

Channel sinks, how to deal with bathroom distributors

First, pay attention to the training and guidance of terminal dealers. As the saying goes, teaching fish is worse than teaching fish. In particular, the relationship between manufacturers is based on "common profit". Only by helping terminal dealers learn how to open up the market, how to serve the market, and letting terminal merchants learn how to make money, can this "channel sink" "Bring real benefits to the bathroom industry.

Second, the sales support policy was transferred to terminal dealers. The most obvious feature of the change in the relationship between manufacturers brought about by the sinking of sales channels is the shift of the focus of sales policies to terminal dealers. From the previous focus on supporting the general agent, it has become a dealer that supports the secondary and tertiary markets, and at the same time implements all policies directly with its own service agency platform, allowing its sales strategy to be passed directly to terminal merchants without reservation, while ensuring sales Of completion. At the same time, sanitary enterprises will pay more attention to the incentives for terminal businesses.

Third, the manufacturer's service platform will gradually penetrate the terminal dealers. If the dealer wants to sink, the sales organization of the sanitary enterprise will naturally sink. Since the market needs to be intensively cultivated, manufacturers must master the channel network and give him vitality. Naturally, manufacturers will increase investment to make the platform more cutting-edge and better serve terminal dealers. At the same time, the service area will be more clear and the service platform will be more detailed.

For bathroom distributors, sinking channels has become an inevitable path for the positive change of bathroom enterprises. So how should we actively respond to this change?

Repositioning the relationship with manufacturers

The channel relationship of the traditional pyramid model is a transactional business relationship. In order to maximize the benefits, the general agent can abandon the interests of the second- and third-tier dealers, and even obliterate the manufacturers. In the sinking channel, although there are still many contradictions in the upstream and downstream, the two sides are committed to the pursuit of common interests. Keeping small differences and seeking common ground has fundamentally changed the cooperative relationship between the two sides of the channel. At the same time, as the channel sinks, manufacturers further give benefits to second- and third-tier dealers, which can fundamentally ease the "conflict of interest" between manufacturers. . Therefore, the relationship between manufacturers has gradually changed from "you, me" to "us".

Reducing the number of channel distributors in the middle part makes the common purpose between sanitary ware companies and second- and third-tier distributors more clear-only mutual benefit can achieve a win-win situation. Manufacturers will also pay more attention to the cultivation of cooperative relationships with merchants, so that manufacturers can better and more focus on the service to second-tier and third-tier dealers. At the same time, with the gradual unification of the market by manufacturers, scattered individuals become aggregates, which is more conducive to dealers to explore the market. Especially when dealers encounter certain problems, manufacturers can provide timely help and support, which is more powerful for dealers to explore the market.

Dealers should quickly improve service levels

As the channel sinks, the company will better control the dealers. In short, the dealers have actually become the direct store of the company. The terminal distributor directly represents the enterprise, and better service can not only be affirmed by the sanitary enterprise, but also better market, and it is inevitable to improve the service level.

Dealers should quickly improve their capabilities

The vast majority of terminal dealers have grown up under the traditional sales model. The overall quality is not high, the dependence is strong, and there is no proper management ability or even the strength of after-sales service. This requires dealers to quickly improve their ability to better take over the market. The terminal dealer has to convey a message to the enterprise-I not only have prepared from my heart, I also have the ability to do it. The essence of channel sinking is actually cleaning up channels for sanitary ware companies. "Removing meals and storing essence" is an inevitable principle for the integration of resources by sanitary ware companies. Therefore, sanitary ware companies will inevitably seek to cooperate with "powerful generations" when selecting distributors.