Who doesn't want to represent a big brand? Big brands have easy access to channels, large sales, high visibility, and the ability to quickly establish sales channels, etc. There are so many advantages.
But why are some of the big distributors now starting to give up big brands?
Acting big brands have many benefits, why not eat incense?
With the rapid development of the home industry, the brand competition is intensifying, so that the pressure on the dealers is even greater, especially the dealers of the first-line brands! The sales price is too low, the frequency of activities is too small or too large, the product is faster, the payment for the payment is difficult, the delivery is delayed, the sales are difficult. The dealer's operating cost is higher year by year, whether it is rent or labor. Still management costs and so on.
In the past two years, various problems of big brands have been frequently exposed. Many dealers have voluntarily given up the agents of first-line brands, and turned to second-tier brands of small and medium-sized enterprises, and even left the home industry! In the past, dealers were very eager for big brands. Who wouldn’t want to represent a big brand? Large brands have easy access to channels, large sales volume, high visibility, and the ability to quickly establish sales channels.
In addition, the agent brand can enhance its management ability. With the help of manufacturers, it can quickly standardize its own market, management, marketing and other standards, so that its market is more standardized and controllable, making money easier.
In recent years, the economic situation is not good, and the sales tasks of manufacturers have not decreased with the changes in the market. Instead, they have risen year by year, and the tasks and markets are not surprising. Acting big brands, gradually become a headache for dealers. In order to live, more and more dealers have given up big brands.
In 2018, distributors who felt that their business was still available accounted for only 16%. When it comes to bad business, everyone is almost unanimous.
?? This is the reality before us. The overwhelming economic crisis on the Internet has been rumored in the dealer circle, just because it has touched itself and revealed the real status quo.
?? Now, why do big brands not eat incense?
In the past, big brands were very popular. why? Because big brands can bring huge benefits to agents. The benefits brought by big brands may not be direct profits, but they must indirectly bring profits. Because big brands often become "good products," big brands and small brands, both sales and profits.
In that era, all home furnishing companies, whether manufacturers or merchants, were growth-dependent enterprises. As long as sales increase, profits can grow. All problems of the company will be covered by sales growth.
?? But this era ended in 2013, sales reached a record high. In 2014 and 2015, in the face of sales decline, the normal work of manufacturers is to “save salesâ€.
?? Rescue sales, what is wrong, dealers have three reasons
?? 1, standardization system.
When it comes to big companies, there are naturally a large number of familiar brand names in front of them. The advantage of big brands is that they sell well in quality. The disadvantage is that they have an advanced internal management system, and it is precisely the standardized system that has hit itself.
?? Big brands from market development to market maintenance, from re-sales to re-execution, and in the era when there is no picture, all data is almost false, non-false data is finally aggregated to the head office, and as a One year's implementation of the reference standard, false data to make a correct judgment, there is almost no possibility of success. The inverted value system leads to the loss of confidence from top to bottom, and the chaos will inevitably lead to defeat.
?? 2. Manufacturers repeatedly compress the cost.
Some products are originally a bit profitable, but the manufacturers see that you can sell the points to the dealers to increase the money, and the dealers, now the business is so difficult to do the following customers to rise the money simply can not rise.
?? Dealer is the prepayment, the next is the cash + owe + return + dead account + pad payment + marketing costs. If you encounter a dishonest manufacturer, if you don't do it, it may be a wise choice.
?? 3. Compressed goods and malicious overdraft by the manufacturer.
?? Once the dealer becomes a tool for the profit extraction of the manufacturer, he loses not the customer, but the people, then the company will not have a future!
The next big brand is very serious. Compressing goods is quick and quick, simple and rude. Large brands should build outlets, open channels, distribute profits reasonably, and distribute accurately.
Here, I would like to say to the top management of the factory: "Actively adjust the sales strategy and develop more products and methods that will make your partners and employees make money. Now it is a key stage of economic transformation and a stage of industry reshuffle. Don't let your partner leave you!†The dealer is not easy, the brand manufacturer is not easy, or you need to cooperate and win!
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