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Enterprise News News << Home :Location
Why agents unwilling to opt for your products as the agent
   Author:  Source:  Publish:2010/1/30  View:
 

Path construction method based on channel companies selling products of great concern to the marketing aspect, business channels are busy throughout the year to expand and maintain. Pathway construction on these enterprises is very important. But why such attention and effort, each year there are still a lot of dealers lost ---- dealers to give up our brand? One certainly has a variety of reasons, and are deserving of our analysis, reflection, and to an overall improvement in order to align with the regional distributors to better "alongside" in order to collaborate to create the common development of both the situation.

The main reason to abandon the brand dealers

Dealers finally abandoned by the agency brand, a variety of reasons, the following reasons is the main reason.

 One: Non-well-known brands and manufacturers to promote awareness of a lack of

 If in the market, the brand name is very loud, for dealers, the easy to promote is in the affirmative, the team will be the enthusiasm of relatively large, the effect of natural better than "unknown" brands. In reality, the product quality excellent, but brand awareness is very low there are also many brands. So, how to promote the development of such great power of the brand product do? The promotion of dealers is very wanted, but limited by their own human, financial and so on, can not be truly comprehensive, accurate and to promote. If the manufacturer is not clear, effective, systematic support and guidance to promote and ultimately only a minor ---- dealers yourself and engage in some simple marketing, the effect can imagine. Manufacturers take the initiative conducted jointly with dealers throughout the scientific, effective, systematic regional promotion, is not high on the well-known brands is very important.

Second: non-best-selling brand, though without the effect of promoting

This is likely to be product development, product positioning, price positioning, designs and so on to a particular aspect or several aspects of a problem, causing consumers to this brand or product can not be recognized, making it difficult to successful promotion. If there is such a situation is indeed no matter how few people is interested in the promotion also. Such a situation occurs, it is necessary to address the full range of business, such as price positioning, you must first in-depth analysis of the market, in particular the target consumer group positioning analysis, grasp the target level of consumer spending, buying habits and consumer mentality, and then to price and other related aspects of the position, otherwise free to determine selling price, the bitter fruit of poor sales had to swallow their own; exterior design, too, does not meet the aesthetic point of view popular products, can only be used for personal collection. Difficult to promote the brand, naturally the dealer sighed, giving up the brand's agency and promotion is inevitable.

Third: the pressure of competition too, the profit is too low or even no profit

An industry, similar products in Trinidad and Tobago, naturally a great competitive pressure, coupled with lower prices and a large number of competing marketing expenses to promote the use of its more modest profit, or even profitable. Such a situation, one result of the development of market competition, on the other hand, the manufacturers should make great efforts to innovation and development, and guide the promotion and conduct of the development of product differentiation to avoid the swarm of positive competition, and innovative ways of development.

Fourth: Sales season in serious out of supplies manufacturers

Situations arise out of supplies caused by dealers to give up the brand's situation occur. Home just to enter the domestic market, foreign-funded enterprises, manufacturers are on the market underestimated the overall outreach programs on the market after the release, only one on the months to come, hire more than 130 franchisees, but produced a very limited number of products, it is soon be joined by "divided," but a new franchisee has repeatedly joined in, the end result of a number of stock-out due to a serious change to other manufacturers to join the business. The other companies do not 9 months ago under a single production, the results of peak season, a serious shortage of strong sales products, the new franchise stores opened only put a single amplifier, speakers at all. So, eventually joined by dozens of other brands of the brand shop selling audio products, there are more than a dozen franchisees to give up this this brand and switch to do his brand. The efforts of the many regional manager issues a result of stock-out wasted. This gives us much food for thought!

Its five: ineffective branding, promotion difficult to come to the fore.

This is the majority of enterprises, especially SMEs, encounter confusion ---- branding work done, VI design, so as to engage in work, but the brand to enter the market on a submerged in the "blues" being --- - what special features do not protrude, so that does not have the brand has become a unique location, unique image, a unique brand personality, in popular parlance point is: the struggle for so many years (brand building, and dissemination of work), or can not "come out ahead." No features and personality, the image is not clear and can not achieve effective differentiation of the brand, sales naturally vulnerable in the promotion also increased the difficulty, but to "heaven and earth reversed," dealer of course powerless to give up will become wise to choice.

Sixth: the overall facilities and services, manufacturers are not the root, the "forgetful."

A good package and service is a subtle Department resolved in advance, is a reflection of business planning capacity, but also the accumulated bit by bit made of. Service for consumers is very important. For example, there is little difference between the two aspects of the brand (product), which provide an excellent after-sales service, and the other did not. Consumers to a question, and my heart will soon make a decision: should only buy homes that provide a good after-sales service products. After-sales service is like a stone hanging in the hearts of consumers, provide comprehensive services - suspended above the stones to fall, and minds are at ease more.

Services for a company is really too much, such as the Regional Manager, marketing services, shipping services, clearing and settlement services to fight paragraph, marketing services, after-sales service, advertising services, etc., must do well in every aspect, but also from the market and consumer's point of reflection for the dealer to do careful and meticulous in all service-wide. Once the details of the service "forgetful," will make people very upset - too many "loopholes" will inevitably lead to dealers anger, when reached intolerable extent, to abandon the brand seems to be the only option for dealers.

7th: change in direction of investment dealers.

Each distributor will choose their own direction of development, in certain circumstances, will re-choose their own direction of development, that is, changing the direction of their investment. This situation is not uncommon and, if so sanitary ware agents turned to make paint industry, agents, doing sound turned cosmetic agent perspectives. Of course, which some dealers after careful consideration before making changes in investment direction, but some of them have no clear understanding of the market itself, hastily into an industry that difficult to do for quite some time, they immediately change the investment direction. This dealer, do not Ye Hao.

Eighth: Dealers relocation development.

This situation also exists, and some provinces and cities to migrate from one dealer to another provinces and municipalities, the new environment, often the agent is also a change in brand or trade; some post-graduate studies because of family or migrate to foreign countries, also had to give up The agents and the promotion of the brand.

Business of marketing personnel and five Enlightenment

Revelation 1: see the market do a good job market research, brand building done.

Everyone knows the importance of the brand. Non-well-known brand, brand strength, it is difficult to promote; brand building enough science, the market is "running hard" ... ... these require a large number of enterprises to create a scientific, practical, strong brand out. The completion of this "noble and difficult" task, you need to be able to see the business development of the market direction, a good grasp of the development direction of the enterprise to take the market research and related research work, then this basis can the scientific, effective manner to complete its branding work, to create a strong brand and solid job in the preparation work.

Revelation 2: product quality, comprehensive manner.

Quality has the absolute power to speak. Due to product quality problems caused by dissatisfaction of consumers and dealers to give up the brand, it is business should not and misery. Even beyond the control of product quality business, how can the consumers like this? Improve the product quality and comprehensive up, this is a basic requirement for enterprise development.

Revelation 3: Comprehensive and meticulous preparations in all aspects of supporting services, for the sake of consumers and business development.

Emerged out of supplies, inadequate after-sales service, advertising, etc. does not highlight the many fine services and work are all ultimately plays a corresponding role in the sale. Comprehensive, detailed for the sake of dealers and consumers, and indeed the sake of the development of enterprises, the development of enterprises 100 beneficial.

Revelation 4: attention with the dealers terminal joint marketing promotion.

Branding is a business, dealers and consumers interact completed, simply done by the dealer is not realistic. Therefore, enterprises should attach great importance to the terminal with distributors around the joint marketing promotion, common to all regions of the effectiveness of the promotion done by the market for enterprise development of a better future, to spare no end marketing, "homework."

Revelation 5: to a good dealer to join the brand's off.

Why is there no brand strength of dealers the ability to join in this branding? Why do not dealers business direction and philosophy to make a fair assessment, and then choose or deny its joining of the branding? And so on. Business-to-dealer prior to joining the brand should have a system of testing and assessment to make clear its position, determine the strength of a region-based cooperation and development can be long-term partner. Otherwise, damage is only to give up the business enterprise ---- brand in the enterprise have to re-find its regional distributor, selling the business for some time will come ... ...

In general, some dealers to give up the brand is the reality, and sometimes normal. Is important that enterprises should be able to face up to this point, identify problems, find solutions - "never too is not too late," continuous improvement in all aspects of the process, the enterprise development and growth.

 
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