The Pformation Of The Wholesale Marketing Mode Of Enterprises

At present, the wholesale mode is still part of some fast moving products industry.

With regard to the outcome of wholesale market dependence, some enterprises have a personal understanding, and we can see one or two examples:

A company purchases raw materials from a raw material supplier during the peak season before the wholesale marketing mode. The same peak season is purchased monthly by kilograms instead of enterprises purchasing from other raw materials suppliers.

For example, in the pformation of wholesale mode, an enterprise closed its wholesale market in other areas while retaining a private plot - a wholesale market in some provincial capital. Subsequently, sales in other regions became smaller and smaller, while sales in the wholesale market continued to increase.

From the above two examples, it is easy to see that some of the fast selling enterprises that follow the wholesale mode are going through a continuous decline in sales volume. What is the reason? Apart from the explosive growth of enterprises like Procter & Gamble, some enterprises are planning ahead of time to change the batch marketing mode.

But if we really want to abandon the wholesale mode, why?

A company dealer conference, the company announced the pformation of the marketing concept of grand vision, then a note to the boss of the enterprise, "a certain dealer to decide * * x goods (the amount is very large), do not give him?" and the dealer is a large wholesaler, everyone from the boss's reply clearly concluded: the boss is sure to want to give him, why not make money?

Again, what problems will be encountered during pformation? How should enterprises pform? These problems are of practical significance.

Now let's discuss the pformation of fast selling products wholesale marketing.

First, the pformation of channels: the difficulties of cofferdam.

We see this phenomenon in nature. Before we build a dam, we must first "cofferdam", that is, to intercept water first.

In pition, enterprises should establish market order. Generally speaking, they should first close the wholesale market, which is called "cofferdam". After that, dealers in the region will directly cover the outlets, which is completely theoretical in theory.

When the wholesale market was closed and the cofferdam was realized, enterprises found that dealers who had worked with them for many years did not match the pformation mode at all, and they naturally did not make outlets.

Originally, the channel network of enterprises was crisscrossed, just like a pair of "invisible hands". With the help of its products, the enterprises soon distributed to thousands of villages and thousands of townships.

Now weir is well wrapped up, and enterprises are pulling the net into silk. "Invisible hand" has also become a "seeing hand". As a result, a disaster has appeared. The original products of the outlets are sold every day, and the new products lie in the warehouse of dealers.

Dealers who cooperate with enterprises have been in the wholesale market for many years, and have made quick profits. Now let them buy cars and add people and rush to run through the Internet. Even if they have the will, Rome is not built in a day.

Besides, where does the wish come from?

Enterprises can change people's habits. That's what God can do. But who can replace them overnight? Who dares to do such a thing?

This is the pain of "cofferdam" in pformation. If we can not predict ahead of schedule, the enterprise must pay big tuition fees.

The ancient sages said that "force is not enough to fight the enemy, but wisdom is not enough." it is better to use one country than to use one person.

Before cofferdam, the most important thing for enterprises is "channel reengineering".

In the regional market, instead of using a distributor, it is better to mobilize all feasible and controllable social channel resources. Popularly speaking, it is called "borrow chickens and lay eggs", and elegant, "channel reengineering" is to establish Choir instead of solo.

Two, the construction of marketing organization -- the difficulties of strong soldiers.

Wu Qi said that in order to figure out the state, we must "cultivate morality inside and outside the country".

The original enterprises do wholesale, 100 sales personnel enough, they walk around, name knight, every month at the end of the dealer to drink, blow, bragging, pressing goods, leisurely and carefree.

Now that we need to pform, every day from the chicken roars to the dog barks, the marketing team of the enterprises will turn into a regular army of hundreds of numbers, plus thousands of militias, and the problems will follow.

How can we break through the regional market? How to build the grass roots marketing organization, how to build the provincial platform, how to build the marketing platform and how to manage it?

The construction of marketing organization can not cross the river by feeling the stones. The cost of trial and error is too high. The forerunners such as P & G, Wahaha and some other industries in their own reform have provided the best practice. They should learn and know, and bring it into practice.

Three, organizational change - the difficulty of reform

The dealer wants goods, the enterprise's production capacity is obviously sufficient, but it can not be produced for half a month, and the products that are hurriedly made may not cover the lid tightly. The cost of the agent's replacement is not more than half a year, and the dealer's complaints are everywhere. The team is also feeding the same problems over and over again, so helpless...

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This is not the pformation of marketing mode, but the pformation of marketing mode has affected organizational change.

Organizational change depends on the success of marketing mode change, otherwise it will affect confidence in organizational change.

Organizational change is not an overnight job, because there are rivers and lakes everywhere.

There are many benchmarking enterprises in the industry. The way to solve these problems is not complicated. Knowing these methods is not difficult. Where is the difficulty? Have you opened the meeting, have you found the problem? Is the Department adjusted? Is the process standardized? Is the performance appraisal established?

Xunzi said, "law can not be independent, classes can not be self reliant, people can be saved, and people lose their lives". In the process of organizational change, the system of building a constitution is ultimately dependent on people. Otherwise, it is nothing but a piece of paper. What can I do?

At this time, enterprises need Shang Yang and Wuqi characters, and there is nothing they can not succeed in, and the most respectable is, after all, Qin Xiao Gong and Chu Zhuo Wang, that is, entrepreneurs.