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Water purifier is a promising sunrise industry. However, under the operation of some unscrupulous manufacturers, it is a "dark future" for many agents of water purifiers.

Why?

Although, most water bodies in the world are seriously polluted, which aggravates the contradiction of water shortage. Traditional tap water treatment methods can no longer guarantee the provision of high-quality drinking water, and there are two major pollution problems in municipal water supply. High-rise water tank water supply and long tap water pipes will all cause potential pollution problems such as rust, scale and microorganisms. Therefore, various brands of water purifiers came into being.

We opened two search engines, Baidu and Google, and entered keywords such as "water purifier", "water purifier", "pure water machine", "direct drinking water" and "water appliances". A series of links to corporate websites marked "promotion" in the lower right corner dazzled you. Open the investment advertisements in popular financial newspapers and periodicals, and the attractive title of "2 1 the first sunrise industry in the century" and "opening a shop for 1,000 yuan and earning 10,000 yuan a month" makes you envious.

Behind every sweet investment information, there are a series of interlocking money traps; Behind every expensive bidding ranking, there are a large number of cheated agents, who gnash their teeth and submit to humiliation. Those small businessmen who have accumulated for many years, those young people who have lost their working savings, and those laid-off workers who almost lost their lives ... Until the dream of starting a business is shattered, they can see the bloody truth at the end of the industrial chain: 30% of water purifier agents have a life cycle of no more than 3 months; At least 50% of the agents shed tears because of business difficulties; Even those successful people who have lived to this day have mostly had the experience of being cheated by unscrupulous manufacturers.

Bad money drives out good money, but powerful enterprises that are really buried in the market are buried by scammers ―― this is the saddest reality in the hydropower industry. In the future of overdraft industry, unscrupulous manufacturers have racked their brains to design a "one-hammer deal" to fool investors, and a thousand mouse droppings have broken a pot of soup-this is the most painful internal injury in the water purifier market.

If a mouse excrement is enough to ruin a good soup; So, have you ever seen such a spectacle: a boiling cauldron mixed with hundreds of mouse droppings, only to see groups of idiots swarming in and taking out a lot of real money just to eat a bowl of "head soup"?

This big pot of soup with mud and sand is a mixed water and home appliance industry that has gradually warmed up in recent years; This dirty rat shit is hundreds of unscrupulous manufacturers who fish in troubled waters and arbitrarily "circle money"; These wave after wave of idiots are innocent agents of Qian Qian, completely carried away by entrepreneurial passion and deceived by information asymmetry.

Below, let's uncover the skin of swindlers and expose these investment traps that eat people and don't spit bones one by one.

Trap 1: the market prospect draws a pie.

Talking about the extremely bright future, concealing the bumpy road ahead and misleading investors with illusory market prospects are the most common investment traps in the water purifier industry.

In 2006, with the outbreak of water pollution crisis all over the country, the water purifier market ushered in a historic turning point and entered a new round of growth. A large number of people of insight are optimistic about the prospects of this industry and have an investment impulse. Liars saw this clearly, firmly grasped the core of "market prospect" and drew a sweet and attractive pie with the rhetoric of sunrise, environmental protection, huge market capacity and rich profit space. According to them, it is not only easy to make money by distributing their products, but also it is just around the corner for water purifiers to enter every family.

Regrettably, the water purifier has entered every family and become a necessity for every household. This is only a market prospect. For the vast majority of domestic regional markets, water purifiers are still luxury goods, and the consumers are middle-and high-income families. Although the profits are rich, the actual market capacity is not as large as that boasted by scammers, and the actual operation requires certain skills. As for why it is difficult to popularize water purifiers quickly in China, and what skills are needed in actual operation, this is a complicated topic, which the author will discuss in detail in subsequent articles. The reason why unscrupulous manufacturers hide the truth from investors and mislead agents with illusory market prospects is to lower the threshold of "please enter the urn", and then maximize the hard-earned money of investors by raising the price of regional market distribution rights and the first batch of quotas.

Distribution of water purifiers requires not only certain financial strength, sales skills and network, but also long-term perseverance and perseverance. Not everyone can join in and make money. In the face of those manufacturers and agents who blindly brag about the market prospects and lie that it is easy to make money by distributing water purifiers, you must be vigilant!

Trap 2: huge profits from junk products

Product is the core carrier of marketing value chain; Quality is the key to the success or failure of the market. However, a considerable number of water purifier agents, especially new agents, spent a lot of money to purchase the first batch of goods, only to find that the products they bought back were actually a pile of garbage, which brought them endless troubles and troubles.

There are nearly 3,000 manufacturers of water appliances in Chinese mainland, but less than one tenth of them really have independent research and development capabilities and master core manufacturing technologies. The uneven technical level of the industry results in brand-name products flying all over the sky, and the quality is seriously unstable. In the last month of 165438+2008 10, Beijing TV station announced the results of spot check on the quality of water purifiers in Beijing market: more than 90% of household water purifiers turned out to be "sewage purifiers" and "water purifiers with odor" after being used for a period of time; Some products are cracked and leaked due to quality problems, which have brought serious economic losses to consumers and water purifier dealers, and they are jointly and severally liable for compensation.

For the purpose of making quick money, a swindler who only makes a one-shot deal and never expects the agent to receive the goods again will definitely not spend precious resources on R&D, technology and production. Most of them don't have their own manufacturing plants, and all the products are entrusted to some cottage factories for OEM. Moreover, in order to reduce the cost, the filter element and the mold are shoddy. Although the agency price of their products seems low, they have actually made huge profits because of the extremely low production cost. As for the serious consequences of these junk products flowing into the regional market through agents, they never care.

As the saying goes, "Be careful to sail for ten thousand years." When making a water purifier, we must pay attention to how long the manufacturer's business history is, especially those new faces with unknown origins that have only emerged in the last two or three years; Be sure to examine the technical ability and manufacturing process of the manufacturer in detail, and don't blindly listen to each other's self-promotion. The core technology of the water purifier lies in the filter element, such as the ceramic filter element in Dalton, England, RO membrane in Han Shi, Australia, sintered activated carbon in Klose, and composite ultrafiltration in Li Sheng, Hainan, which have been tested by the market for many years. The manufacturing process of water purifiers is mainly based on stable quality, such as Whirlpool (USA) and Clovis (Australia) in Shanghai, Midea and Chunweite in Guangdong, and well-known old manufacturers in the industry, such as Qinyuan in Zhejiang and Li Sheng in Hainan.

Trap 3: false brand sets aura

Simply relying on the pie of "market prospect" and shoddy products can obviously only deceive lay investors; The cleverness of swindlers lies in putting a "brand" aura on junk products through carefully designed false "packaging", and then spending a lot of money to publicize and attract investors. How to be a brand? How to set the halo? And look at the following typical tricks:

1, fraud. At present, the most popular deception in the water appliance industry is to forge a foreign background and pretend to be a foreign brand. It's obviously a leather bag company, a small cottage factory. As long as you have a beautiful foreign name and a false capital injection, it will become the brand of country X from the year of "19XX".

2. exaggeration. As the saying goes, "how bold people are, how productive the land is." Even if it only cost 20,000 to 30,000 yuan, it played several 5-second advertisements on CCTV-7 rural channel, and even chose the cheapest midnight, it dared to call itself "the brand on CCTV list".

3. publicity. The greater the publicity, the greater the suspicion of fraud, which is a very simple truth. Because only scammers dare to spend a lot of money to attract investment regardless of cost.

What Baidu, Google, what bidding ranking, keyword search, all buy out! Anyway, the wool is on the sheep, as long as you cheat a few more agents, you can recover your capital immediately!

It is not difficult to see through the false aura of these clouds and mountains. Take the background of foreign investment as an example. Except for more than a dozen genuine foreign-funded enterprises such as Whirlpool (USA), Clovis (Australia), Dolby (Israel) and Meineng (Singapore), the origin of other foreign-funded brand water purifiers is mostly in doubt. As far as brand awareness is concerned, only Beauty is a household name at present. As for the link marked "Promotion" in the lower right corner of the Internet, you'd better be careful. Hehe, if you believe this, it must be you who finally pays for this online advertising fee.

Trap 4: Price poison traps you.

According to common sense, since swindlers have spent so much thought and money, the price of products sold to agents should be high, right? If you think so, you really underestimate the IQ of a liar! What unscrupulous manufacturers rely on to trap investors is a carefully prepared price poison; It seems that the price of the product is lower than that of the sugar coating that wraps the poison.

As mentioned above, the production cost of swindlers' junk products is extremely low, and even if the products sold to agents are cheap, they can still make huge profits. And this seemingly low product price is most conducive to paralyzing investors and dispelling their psychological concerns. Next, the scammer will "eat the investors dry" by increasing the total delivery amount and raising the agency price. It doesn't matter if investors don't buy it. Anyway, the operating principle of a liar is "small profits but quick turnover"-how much can be cheated?

It is an eternal business truth that you get what you pay for. The painful lessons of countless agents have confirmed: greedy for small and cheap, big losses, low-cost water purifiers can't work! First of all, the mainstream consumers of water purifiers are middle-and high-income families. These consumers are most concerned about product quality and are not very sensitive to price. Secondly, the marketing of water purifiers focuses on service, and the profit margin of low-priced water purifiers is narrow, which simply cannot afford the subsequent service costs; Finally, the low-cost water purifier is inferior in quality, just like a time bomb. Once it explodes-there are serious quality problems such as blockage and water leakage in the customer's home, you can't cry!

Trap 5: the marketing model is fake.

Products are only carriers to realize profits. What investors are most concerned about is how to sell the water purifier, which is the marketing model. A liar is an expert in reading the mind of an agent. Although they have never opened a water purifier store or successfully operated a regional market, they can brag about the marketing model to investors, and they are well informed. To sum up, most of these "bragging" marketing models have the following characteristics:

1, false: The more you claim that you have a good operation and an effective marketing model, the greater the moisture. It sounds wonderful and feasible, but it has not been tested by large-scale market at all, and there is not even a successful model.

2. Big: I will send you one or several "gobbledygook" as soon as I meet you-euphemistically called "XX Marketing Manual". What kind of shopping guide, clerk training, promotional activities, media advertising, engineering operation ... as long as you can think of promotional means, there is almost everything in the manual.

3. Empty: Most of the promotion measures in the marketing model are not operable at all. Or extremely cumbersome, such as a promotion, design more than a dozen processes, dozens of links, you simply can't do it; Or indoctrinate you with some inferior TV or newspaper advertisements that have no promotional power. If you really put them in, you will definitely pay for it.

If there is such a magical marketing model, which is universally applicable, it can quickly detonate the boiling water home appliance market, and the manufacturers themselves have already done it. Where do you need to attract investment? In the face of the overall tepid and varied water purifier market in China, even if Midea is helpless, other manufacturers are "clever in every village".

Take two extreme examples: Clovis entered the China market for six years, and the number of dealers was less than 100, but the survival rate was 100%, and more than 90% of them were profitable; A "well-known" water purifier manufacturer in Shenzhen has rapidly developed nearly 1,000 agents in recent years, but one died.

Don't be superstitious about the "marketing model"-the survival rate and profitability of the agents under the manufacturers are the touchstone and the last word!

Trap 6: Policy support does not land.

When courting, I am full of unknown addresses and dare to promise anything; After going to bed, I turned my face and denied people, and all my promises were blown. This pair of rogue faces is a true portrayal of unscrupulous manufacturers cheating agents.

Most water purifier agents are newcomers to the water appliance industry for the first time. Because of the lack of industry knowledge and operational experience, they urgently need all-round and personal nanny-like guidance and support from manufacturers. Liars firmly grasp the psychological needs of investors and carefully design a set of beautiful "policy support". From promotional materials and sales rebates to stationing personnel and advertising coverage, they have made countless grand wishes. After the agent paid the bill, it was discovered that most of these "policy support" were castles in the air.

There are three techniques to identify whether a manufacturer's "policy support" is hypocritical or sincere:

1, depending on manpower. Manufacturers who are truly responsible for agents, such as Whirlpool, Li Sheng and Kohloss, have special promotion commissioners. These people are experienced and well-trained, resident in the regional market, and help the agents with their hands. People come first. If the agent can't even see the figure of the manufacturer, where can we talk about all the support promised?

2. Look at the strength. Engineering (group purchase) has always been a hot spot in the water purifier market, and many manufacturers have promised to assist agents in operating the project when inviting investment. However, operating the project requires strength. For example, Kelvshi, who is good at small and medium-sized projects, not only has the R&D and manufacturing capabilities of engineering equipment, but also has a large number of successful model projects, as well as a professional team who knows both technology and sales and is familiar with the bidding process. Only in this way can we support the agent. As for those manufacturers who don't have these strengths at all, they boast that they are engaged in engineering. What are they if they are not liars?

3. Look at the details. Lies are angels, details are demons. Take the leaflet page of promotional materials products that agents use the most as an example, from copywriting, design, printing and paper use, to separate plate-making and unified printing of market consultation telephones and distribution addresses in various regions, the differences among different manufacturers are not small. The author has paid attention to the water appliance industry for many years and compared thousands of leaflets. Krupp is the one who has done the most hard work. Even a small leaflet page is done with such care. How can such a manufacturer not be OK? !

Trap 7: Market protection is bullshit.

The first step is to sell the regional agency, take delivery of the goods in the first batch, trick investors into signing up for payment, and squeeze the hard-earned money of agents. Treachery, not only failed to implement the promised policy support, but suppressed the sales of agents, and then canceled the marketing rights of agents on the pretext of not completing the sales task, which is the second step; The third step is to find the next big head, improve the deception a little and then stage it in a cycle, and then sell the agency rights in this regional market.

Unscrupulous water purifier manufacturers have realized a complete fraud cycle through the above three steps. In their minds, the so-called "market protection" is probably not as good as a fart. Take Xiamen market as an example. In a short period of more than 1 year, a "well-known" water purifier manufacturer changed five agents in succession, collected five market agency deposits in succession, and sold five batches of thousands of garbage products in succession.

What is even more outrageous is that in order not to "waste" the "investor resources" that come to the door like moths to a flame, the manufacturer actually designed a brand-new brand of water purifier, or this group of people, or the seven interlocking money traps exposed in this paper, and the two brands began to "operate" at the same time.

As a result of the operation, of course, N Xiamen intermediaries paid tuition fees for nothing.

Quality stability is an important index to test the manufacturing process of water purifier; Whether the market protection policy can be strictly implemented and whether the agent team is stable is an important index to inspect the water purifier manufacturers. It's not that the author worships foreign things and flatters foreign countries. Foreign-funded enterprises like kelvin Green (Australia) and Whirlpool (USA) are indeed more serious, in place, solid and meticulous than any domestic-funded enterprises. Behind the huge gap, the strategic vision is like a cloud, and the business philosophy is quite different.

After more than ten years of bleak management, the young China water and electricity industry has survived a long night; More and more investors are eager to join, doesn't it herald the dawn of the water purifier market? "If the sky is sentimental, if the sky is old, the right path in the world will be vicissitudes", the trick of short-sightedness and quick success can only succeed for a while; Only by operating in good faith and treating investors well can the industry last forever.

After all, you have to pay it back sooner or later.