1、傳統(tǒng)經(jīng)銷商突圍兵法（Traditional dealer breakout Art）The United States GREE competition index of new and old dealer conflictIn the wind and sunshine in March, giant home appliance chain Gome and GREE air boss, staged a great in strength and impetus gladiatorial games. The United States believes that GREE is th

2、rough its agents around the hands after the goods to the middle of it, after two traffickers, serious impact on its low-cost strategy, with the direct supply mode it has taken. However, GREE has said the United States price secretly, deep dissatisfaction, think it affects the price system and brand

3、image.On the surface, this incident is retailers and manufacturers to compete for the right to speak of the war. However, its essence is the home appliance chain stores, supermarkets, etc. these new dealers, on the positive to GREE as the representative of the joint-stock company sales of these trad

4、itional dealers attack, looking forward to the traditional dealers out of the United States model.The traditional dealers are new alternative dealersThe new dealers include some chain sales enterprise, hypermarkets, supermarkets, and some scale is not big, but its location is unique, highly lethal a

5、rea dealers and distributors, dealers, such as logistics information management order dealers, distributors and so on campus. Compared with the traditional dealer dealers model has three unique advantages, they are thinking of entrepreneurs, with management to do the market, its structure is keeping

6、 pace with the times.The new dealers with its unique advantages, especially for large retailers, with the direct supply mode big orders made the price advantage, quickly occupied the large market, as in the whole value chain pole. Although the new dealers when entering the market, often by local tra

7、ditional dealers boycott, because the traditional model dealers dealers fear of undermining the industry rules of the game; the United States is in the Tianjin market, had been united against Tianjin ten large shopping malls, they think that the low price strategy will have a huge impact on Tianjin

8、distribution market. However, the traditional dealers in the new dealer in the game is not competitive, often ended in failure.There are many reasons for this situation, the most important is the traditional dealer fuzzy positioning. In this short distribution business value chain, there are four cr

9、itical nodes: Logistics (warehousing and distribution), financing, customer service service and information communication and feedback etc. The traditional dealer, is that the four value chain. In the golden age of dealers may be suitable for, but in the fierce competition today, is not suitable for

10、 the development needs of the market.While the new dealer clear positioning, retail dealer, just do a good job of logistics (warehousing and distribution) and terminal; logistics dealers, just do the logistics information management; order type distributors only good information communication and fe

11、edback; product distributors, regional distributors, just do a product or area etc. They clear division of labor, only do one or two points, because professional, so fine, has strong competitiveness in the operating point, one may not, but on the whole, it can replace the traditional dealer function

12、s.New dealers and sensitive to the market, can quickly adjust its structure, conform to the trend of flat. However, the traditional dealers are unresponsive, the chain is too long, resulting in the price system at a disadvantage. So that in the eyes of the manufacturer, is a traditional dealer distr

13、ibution channels on the greed swallowed profit burden; and, in the eyes of new dealers, traditional dealers is just eating into profits, but there is no competitive wretch. The manufacturers and distributors of new squeezed under the pressure, the traditional dealers living space greatly shrink, thr

14、ee yuan in the game with manufacturers and distributors in the model, the sound gradually weakened. The traditional dealer is now facing a serious crisis of survival, in urgent need of transformation, to seek a breakthrough.A breakthrough direction of the traditional dealer- strengthen ourselves, to

15、 become a dealer predatorsJin Yongs martial arts novels,The Murong family have a trick called eye for an eye, also to the human body. For some larger scale, the strength of traditional dealers can use this trick, to compete with the new dealers. Because the traditional and new distributors dealers i

16、n the competition, often in the price system subject to the new dealers, and the advantages of scale and flat and is the cause of price weakness.The traditional dealer can on the scale bigger, stronger, also with a nationwide system to reduce the cost of certain goods, to restore the price system of

17、 the inferior. Because the national distributor retailer relatively few products, if the effective combination of the centralized funds, plus product focused, traditional dealers will be very competitive in the capital and products, and even can be achieved at lower cost than large retailers.In the

18、flat, the channel establishment, retail sales of corruption, the uncertainty of the market, manufacturers in the pursuit of flat, in fact, pay the transaction cost and organization cost more. However, in their own national dealer flattening process, because of its own channel network and the advanta

19、ges of market sensitive, they will be able to overcome these problems, than the manufacturer is more effective, more competitive.Other typical national distributors is flat, as the countrys largest mobile phone wholesalers, its 2003 sales of more than about 10000000 mobile phone, the mobile phone ma

20、rket sales accounted for about 15%, this is very great in the mobile phone market sales. Other think, flat channels should be to reduce the sales of intermediate links as the main features of the short channels for the flat mobile phone contact with consumers is the channel, this view is clearly wro

21、ng. They think the role played by the real sales channel is the mobile phone manufacturers in the sales department, the source of profits is the sales of mobile phone manufacturers cost and sales risks, including market risk and liquidity risk, rather than the end users interests. Therefore, the mea

22、sure of a sales model or a sales channel quality standards should be based on whether the final for manufacturers to reduce the cost of sales as the standard, and how many links are not necessarily related, and manufacturers, self built sales channels does not conform to the principle of internation

23、al division of labor. In this sense, clear and detailed division of labor, strict market management is one of the most effective ways to reduce sales costs and improve efficiency, which is the mobile phone agent system development an important reason for improvement.There are 10 other regions in the

24、 country, there are 54 branches, 25 market supervision team is responsible for the management of the whole sales channels, channel tracking. Sub agents and retailers will be in accordance with the requirements of sales in a certain area, at the same time to carry out intensive and meticulous farming

25、 in this area. With the foundation of these management, their relationship with the manufacturers is a relationship of strategic cooperation, for development, market positioning and price positioning products, even the distribution of interests of the whole sales value chain with manufacturers to co

26、nduct joint research. Mobile phone agents actually already bear the manufacturers of sales management products, including coverage management, promotion management etc. They believe that this is the flat channel in the true sense, indeed, other has made great achievements in the mobile phone sales i

27、n 2003, and the flat model is inseparable.To click on the surface, some breakthroughs in product or regionFor some medium-sized traditional dealers, due to the scale and management capacity constraints, often cannot fully compete with retailers and manufacturers, which requires the traditional deale

28、rs to change the mode of operations, to concentrate on a breakthrough from the point.Due to the special situation China, geographical gap, the local market is not the same, the relationship marketing accounts for a large proportion in the country, coupled with the characteristics of the product, the

29、se medium-sized dealers can choose in a certain region or is a breakthrough product,A boss somewhere or a product of overlord. Such as Changzhou Jiangsu Haoyuan motorcycle distribution overlord, Zhejiang commercial sources and has unshakable position in Zhejiang dealer.Zhejiang commercial sources th

30、rough the division + sharing platform, with the form of capital and its downstream distributors firmly tied together. All products of Zhejiang downstream distributors distribution business source agent, owned by lower level dealers network to expand the full range of. In cooperation, Zhejiang commer

31、cial sources clearly requires holding, originally registered company is five million or one million, decided to inject capital, he will lower level dealers all the stock inventory, calculate your warehouse cost and operation cost, then he will inject cash holdings. But these are cash into Zhejiangs

32、source distribution of the goods, he proposed is to allow dealers to become lower occupation managers, at the end of the year as well as dividends, of course, Zhejiang commercial sources also bear the enormous capital risk, if lower level dealers do not make money, this compact bundle, or developmen

33、t plan can be smoothly the implementation of. Zhejiang commercial sources clearly know that money is a common profit, he try to take care of the distribution of benefits to subordinate the interests of dealers, and through the information management system, enterprise information sharing and lower l

34、evel dealers, effective management of its subordinate dealers, distributors and its subordinate to form a community of interests. So when a new dealer want to enter the Zhejiang market, the joint strike will have been the entire Zhejiang dealer, so this model also created a business source distribut

35、ion in Zhejiang market dominance.In the college, get a point on the value chainFor some small dealers, which do not have the ability to do national dealers and large retailers compete, also do not have the ability to do area or product is only one, go in the node distribution four crucial: Logistics

36、 (warehousing and distribution), financing, customer service service and information communication and feedback, on the choice of a little, a cup of drink alone.There are a lot of dealers have begun to go down this road, they intercepted in the distribution chain in their own interest, for their own

37、 to break through a certain point, take the road of professional, such as logistics dealers, distributors, service order processing type dealers, distributors and other types of financing. Because they are professional, at some point on the formation of a strong competitiveness, even larger dealers,

38、 manufacturers and retailers have to rely on, the life had a sleep run.As the domestic IT distribution industry leader - China, go through the order information processing the professional road, in just a few years time, in the IT distribution industry occupies a pivotal position. The establishment

39、of Digital China B2B e-commerce platform as one of the highest priority to catch a few things in the early days, because they understand that in the face of thousands of products, thousands of dealers, if there is no efficient management ideas and tools, so to achieve the orderly distribution busine

40、ss management and operation is unthinkable. Only successfully set up an e-commerce platform, in order to maintain the core competitiveness of enterprises sustainable development.Digital electronic commerce platform named e-Bridge - ebridgechina, as of October this year, E-Bridge online sales exceede

41、d 10 billion yuan. 90% distribution class order by e-Bridge treatment; the average per minute to 1.5 orders, 1.4 applications, 2 times the peak to average value; every day to ebridgechina for approval at all levels of the staff of 800 people, the number of about 200 people every day; e-Bridge to int

42、ernal and external users to send mobile phone short message (1500, the system can automatically sent to the customer ordering, order processing process of the mobile phone SMS content); peak hours online customers up to 240 people, e-Bridge has become one of the largest B2B platform.Digitalchina thr

43、ough e-Bridge, as long as two hours to fix the original two or three days to complete the work,Greatly simplifies the dealers, manufacturers originally step order processing various procedures, greatly improve the efficiency of such a high efficiency but also greatly enhance the digital business.Rel

44、ated links:The fundamental way to achieve breakthrough pole to enhance the core competitiveness of the traditional dealer:The core competitiveness of traditional distributors is very weak, but the core competitiveness is the key to the survival and development of an enterprise. Therefore, the tradit

45、ional dealers regardless of the direction from which breakthrough must enhance their core competitiveness. The dealer to enhance its core competitiveness, we must first change to recognize their own shortcomings and the market environment, according to their own weaknesses and need to promote orderl

46、y market.Three steps to enhance the core competitiveness of dealersStrategic positioningThe traditional dealers facing crisis, largely due to the vague position, do not know their own course caused by. Therefore, the traditional dealers in core competitiveness, we must have the strategic ideas of it

47、s own, positioning on the market, products are clear.The strategic positioning of the transformation of traditional dealersFirst, the concept of localization transformation: from the business to do business transformation. Many traditional dealers are digging a pot of gold on the flash, which are ma

48、king money to do what product, the market which have money to do what the market. This causes the traditional dealers, money earned, but the market, brand, scale is in the same place. Zhou Houjian, President of Chinas late outstanding entrepreneurs, Hisense company has said a word must take the ente

49、rprise as the enterprise to do. To the enterprise as the enterprise to do, must comply with the rules of operation of the enterprise, must pay attention to the cultivation of talents, brand, market resources and enterprise culture, and then we talk about the scale of operation and management level.S

50、econd, orientation transformation: from simple profit shift comprehensive goal orientation. The traditional dealer in the pursuit of profit, should pay attention to the comprehensive and overall objectives of the enterprise is also realized, for the enterprise sustainable, effective management is th

51、e key. Such as dealers in the pursuit of profit at the same time, we must pay attention to the image recognition system of enterprise (CIS) is improved, the enterprise image recognition system (CIS) is a basic tool for a set of integrated marketing and communication, especially to eat by the agent p

52、roducts dealers more so, because it forms internal cohesiveness and have a very important significance to enhance the brand image of foreign.Third, product positioning in transition: the mechanical dispersion products into the organic combination of project management project. The traditional Dealer

53、 whether can earn money to decide whether the operation of a product, this concept creates a dealer in combination products randomness, can not form an organic combination. The product portfolio as a single finger into a fist, hold the attack was powerful. The product portfolio is one of the basic r

54、esources integration strategy, its basic feature is to rely on complementary between products and the formation of certain competitive advantage.Fourth, marketing positioning in transition: the independent Hawk personal selling into goose type marketing team closely , from single operating point int

55、o a line to integrated operation .Pathway interactionThe basic path of interaction:First, there is a clear division of labor to all members of the channel between.Second, the commercial chain benefit allocation tends to be reasonable.As the Changzhou grandsoo dealers, dealers would never think of al

56、l the money a person earns, must take into account the downstream retailers and wholesalers downstream profitability, including their profit. He could only earn a little money, but he won the market. They seem to earn profits more than me, but they are always in my market under control, they can con

57、trol their monopoly of a small part of the market, the only way of rational allocation, will it be possible to make the network is stable.When all members of the channel boundary when returning to the source,The internal pathway to form a good interaction, the final profit distribution of the whole

58、pathway will naturally drive toward rationalization. In fact, when the operation of the market return to the dealer of instinct, dealers on the market sensitive reaction, planning and grasp, compared to the manufacturer, more sensitive.- management upgradeThe traditional dealers, many of which are m

59、ade by the husband and wife, family and some smaller middlemen developed, which resulted in the management is very confusing, the internal management system is not perfect. The traditional dealer did not complete financial management system, information management system, decision support system, highly centralized management, most of the time is the boss head final, often