How do agents plan their own development?

The marketing environment is changing, the channel pattern is changing, the terminal mode is changing, the supermarket chain is crazy, the marketing of manufacturers is flat, the market competition is disorderly, and the survival of agents is very tired, but whether it will eventually disappear with the shrinking of the wholesale market has become the hottest topic. Today, let's talk about how agents plan their own development. First, integrate all links and let the system exert its appreciation energy. Agents must have their own advanced marketing management system. This is not only an advanced marketing team, abundant working capital, appropriate operation structure, outstanding public relations advantages, professional logistics platform, healthy enterprise concept and other core competitiveness of enterprises, but also a coherent, rational, systematic and systematic implementation. For example, the financial department should not only be responsible for the operation of funds, but also do a good job in account management and assist in business; The Ministry of Commerce should not only do a good job in customer management, but also do a good job in order management and item management. The warehousing department should not only do a good job in inventory management of best-selling products, slow-moving products and damaged products, but also collect feedback in time; The logistics department is not only the distribution work, but also knows the order planning and reasonably arranges the benefits of single product distribution and multi-product distribution. Although on the surface, various departments are independent of each other, in actual work, it is necessary to communicate, assist and cooperate in time, and the phenomenon of election of committees cannot occur. Only in this way can we transform from the original transit operators (some dealers are only manufacturers' transit stations and off-site warehouses) to marketing operators. Provide professional service system for manufacturers and downstream outlets, and become market managers and leaders. Make use of comprehensive ability and system energy to speed up capital operation, expand sales scale, save operating costs and win profit space. Second, the market alliance, increase the weight of the attack A mature commercial wholesale market, for the long-term development of the economy, in order to avoid the deterioration of competitive contradictions, generally there are such special committees, which usually exchange information, exchange ideas, draw a blueprint for development, coordinate internal contradictions, or deal with emergencies at critical moments. However, in the market competition, the competitive advantage of a single brand agent is relatively weak. At this time, we should make full use of the collective strength and cooperate with some partners who have no serious conflicts to form an alliance between brands, so that they can appear on a large scale when facing things and deal with problems as a whole team. For example, unified negotiation methods, unified free distribution of goods, unified promotion support, unified personnel management, etc. should be combined to help each other, and * * * should support downstream distribution outlets to fully concentrate their resource advantages, generate greater deterrence and save resources for each other. The tactic of "divide-and-conquer" is always used in the war, which proves the strength of unity and the advantages of the team. Third, the "local army corps" improves business efficiency. Personally, excellent business should not only have the quality of excellent shopping guide, but also sell products on the spot, develop the market, train others and manage customers. Therefore, for the business of agents, we should not only play the role of business, but also be product experts, marketing experts, trainers and financial experts. Where can I find such talents? Therefore, when recruiting business, in order to save money, it is best for dealers to find business locally, tap and train a group of excellent terminal shopping guides who are willing to engage in business work, and serve as terminal supervisors or business personnel. In addition, the area is selected as its responsibility scope according to the principle of proximity, so as to avoid the long journey of business trip, the service to customers is only to see, ask and move, and the frequency of business trip is also low, resulting in basically worthless work efficiency. Therefore, agents must not waste the time of business personnel in the car because of unreasonable regional division. Only in this way can business travel frequently, serve customers well, and achieve success on the basis of diligence. Fourth, to give full play to the blending advantages in remote areas, in order to save channel operating costs, agents may wish to consider implementing a composite channel structure of "large regional agents and small regional agents" in operation. It is agreed that manufacturers should implement the ladder model of unified price supply, unified delivery and comprehensive rebate for product manufacturers, and combine the actual rebate of small-area agents into the rebate amount of large-area agents, so that both agents can get more rebate space and stimulate sales enthusiasm. In this way, manufacturers, big agents and small agents do not have much loss, so that small regional agents can consciously abide by the rules of the game, develop together and grow together, and avoid rebellion and cargo smuggling. Give full play to the advantages of territorial management, geographical advantages, distribution advantages, network advantages and resource enjoyment of small regional agents, build core distribution outlets in sales channels, do a good job in market maintenance and terminal management, and improve sales revenue. In fact, this mode of operation should be the most in line with the wishes of manufacturers, with flat channels and refined terminals, achieving the point and paying more attention to details. (This situation is generally due to the actual sales situation in the region, which is laborious and the input and output are not proportional. It is better to give up. V. "Partner management", mutual survival * * Agents should always think about staying with the interests of dealers and surviving with outlets, and manage and operate their downstream outlets as their own branches or chain distribution outlets. Agents can try to manage your distribution network in the form of shares or franchises. No matter what kind of operation mode, as long as you have this sense of partnership service, it is very likely that you will form a * * * interest group with the distribution outlets, so as to avoid the infighting between agents and distributors, price trading, mercenary, milk is the mother, and each other is the object of business squeeze. Agents should give maximum support to their strong outlets in terms of manpower, material resources and resources. Even if their profits are only a little rebate at the end of the year, they should, as always, make scale produce benefits. If the outlets live better, you can live better and make more profits. Therefore, establishing an indestructible partnership marketing relationship is bound to be the most expensive channel barrier for competitors, and the transaction costs of both agents and distributors will be reduced. Undoubtedly, in order to survive and live a better life, agents have transformed the customer structure, improved the quality of customers, completely changed the prevailing transactional marketing model, and moved towards partner marketing with integrity and win-win as its connotation. Sixth, reasonable classification, combined with product strength In the 4P marketing theory, why put the product in the first place is because its energy is too strong. Good use can not only prevent price wars, commodity smuggling, maintain channels and manage the market, but also condense the centripetal force of the network, strengthen the influence of the terminal and promote the sales force of customers. Therefore, among all kinds of products represented by merchants, the most important thing is to consider the combination of products. In this way, when selling, we can promote and promote each other's sales, and we can also use the complementarity and combination between products to adjust the turnover speed of goods, accelerate the withdrawal of funds, or open up markets in tough areas, or form good relations with local terminals. The more thorough the agent's product portfolio, the more it can strengthen the channel operation ability, enrich the channel resources and master the channel control right, the more it can produce scale effect, the more it can save costs and create profits. (as for how to combine, it depends on whether the agent operates in time and properly in actual operation. The market is made by people, and the model is created by people. We hope that agents will face the changes of the market, integrate their own resource advantages, and design a development plan suitable for their own enterprises to challenge the changes, and the plan belongs to their own development management model. The pulse of the market is beyond the grasp of marketing experts and experts. Even the advanced American model may not adapt to the marketing environment in China. Therefore, as long as agents grasp the market trend, according to their own ability, according to the environment at that time, according to local conditions, there is still a lot of room for survival.