mbt batai The Battle between the fast moving consu

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The Battle between the fast moving consumer goods manufacturers

fast Bo Su Xiao Li Rui charge of quality control manufacturers in the pump line between the Yi.

While manufacturers and dealers know that only cooperation can win, and only together can benefit both the market, but investment in the market before the conflict was inevitable, manufacturers and dealers continued to continue to carry out a clever game.

first assignments, the manufacturers would like to allocate points to the dealer to get a larger rebate to pay sales initiative. The dealers are less worried points expected tasks to be completed more easily and enjoy the manufacturers rebate policy. Push her, the two sides finally signed a contract, but the validity of the contract be? Who clearly did not know.

followed by advertising. Advertising is not a panacea, but no advertising is totally unacceptable, the current information age, is also a popular time for communication, fast moving consumer goods manufacturers and dealers are well aware that However, the reason seems simple enough, but may not be able to execute in place, investment in advertising costs, the two sides as a treat or pay for the community, is always to be alert, everything should be humility.

Once again, marketing costs, promotional fees, terminal fees. Although not necessarily proportional to the input and output, but no investment is far from output, to do business this way, no credit can not talk about elbow grease. Fast moving consumer goods manufacturers and distributors are often open all day to play tug of war in this respect, want their own to spend less, or even no cost to the operation of promotions, marketing operations, in the middle of the meeting point is hard to find. So some work to delay passing on the costs to each other, in the end who did not get cheaper, some favorable opportunity to miss for nothing.

also return costs can not be ignored. Date of manufacture of fast moving consumer goods do not sell out a long, hard to avoid return of the situation. Date how old the goods to do? Return shipping, labor charges how to do? These are the manufacturers and distributors have to face the problem, conflict is also very prominent.

Third, the contradiction between the products dealers. Only a very small number of fast moving consumer goods distributor of a product, most of a variety of brands, a variety of products while operating, dealers in input costs, labor costs, energy inputs, there are differences on the product focus, and manufacturers will want to distribute emphasis on their products business, which is self-evident contradictions. For the dealer is concerned, the factors that can affect many aspects of his degree of a product promotion, for example, the profits of products, manufacturers support, brand appeal, stage promotions, etc., and these factors as manufacturers hard 一碗水端平, contradictory to natural born.

excellent cooperation fast moving consumer goods model, the question: What are among the fast moving consumer goods manufacturers cooperation mode?

fast moving consumer goods manufacturers set up their own branches or offices, this is some of the large fast moving consumer goods manufacturers as a mode of operation, that is, straight from the factory to do a market, to reduce intermediate links, lucrative, easy to implement strong; but this mode of operation in the use of local resources may be subject to certain limitations, the development is very difficult. Therefore, although these manufacturers to set up offices to develop new markets, but in order to make better use of local resources, most of the development of local dealers,[link widoczny dla zalogowanych], rely on or depend on the dealer to do large and stable market. This is a mode of cooperation: office + dealers, offices and dealer co-operation of the market, some channels from the office to do, some do by the dealer channel, division of labor, cooperation and common development.

The second is the agent system, fast moving consumer goods area roughly the exclusive agent system approach: each to set up a dealer only, solely responsible for the region's marketing and sales, implementation of the headquarters to set the end price and can not cross-border sales, otherwise, it should be regarded as illegal, punished. This channel model is the pyramid: from the distributor down to one agent, two agents, and finally the terminal.

third is the agency or dealer system, which is more stringent in the market segments under the premise of a market economy created a cooperative model, which is set up factories in local sales or number of exclusive sales mode of operation. Exclusive set of the market is only a dealer, the dealer solely responsible for the products in the local sales. Number of agents to take such a way that market segments: the dealers terms of sales channels, sales territory or sales methods to classify, to achieve the

contradiction between the fast moving consumer goods manufacturers unity of opposites, the problem: there is fast moving consumer goods manufacturers to the root of the gap?

First, as I said before, fast moving consumer goods manufacturers and distributors has always been a contradiction of the body, their different interests and needs, determine the contradiction between the two sides can not be coordinated.

Second, the profits have been far away times, fierce market competition, making the fast moving consumer goods sales profit was compressed. Then the middle of the distribution of the limited profits? The barriers of fast moving consumer goods manufacturers have produced the necessary conditions.

Third, fast moving consumer goods manufacturers want a slice, to secure a larger living space. However, the immaturity of fast moving consumer goods market development, product cirrhosa herbicides missing, leading to the individual manufacturers of unfair competition, shoddy, hit the market with fake and shoddy products, which is the gap between manufacturers so that a fuse . Dealer market is the impact of hard training, he must not convinced, you have to the manufacturers, seeking manufacturers to crack down on fake and shoddy products, the depth, but manufacturers may not be put in place, the gap between the inevitable.

fast moving consumer goods plants can not do without business, business is inseparable from factory, manufacturers combined, long way to go. Two small cases, manufacturers achieve a harmonious and win-win situation.

A Case:

A fast moving consumer goods manufacturers and distributors a very successful county B, the main way: A factory is very scientific and reasonable price system, on this basis, they send business personnel to do with the dealer market, sales costs borne by the manufacturer in full, and its sales revenue on the one hand associated with the dealer chain, on the other hand manufacturers of profits associated with the chain, each 70% and 30%. Salesman to help dealers make the market,[link widoczny dla zalogowanych], distribution, talk about business,[link widoczny dla zalogowanych], contract, end models, dealers responsible for the distribution, after-sales service, both sides clear division of labor, collaboration, achieved very good results.

the cost of investment in sensitive areas, first by the salesman and dealer communication, careful analysis of the feasibility of investment, followed by sales in conjunction with their profits and income to conduct a comprehensive analysis to determine the input or not input again if put into the case, manufacturers with distributors what percentage of their commitment, the final amount is borne by manufacturers hit by the clerk to apply to headquarters for approval step by step, count the cost of sales. Thus, investment in factories to prevent blindness, so that really play a role in investment.

because of the concerted efforts of vendors, risk and profit sharing to achieve win-win situation.

B Case: fast Bo Su Xiao Li Rui charge of quality control manufacturers in the pump line between the Yi.

C D city of fast moving consumer goods manufacturers in the implementation of agent system, dealers are also a fast moving consumer goods that only C, concentrate. In this market, C manufacturers full delegation to the dealer,[link widoczny dla zalogowanych], is only responsible for guiding, monitoring and evaluation work of dealers. At the beginning of contracts, vendor negotiations and discussed many times, reasonable development of the task, and use step of the rebate, end-points level inputs, promotion efforts, and many other aspects, constraints, incentives and promote the development of dealers, transfer dealers initiative.

City dealers and manufacturers because D is a tacit understanding with the way the market has done very angry, C manufacturers in the after market research, to communicate with the dealer, the E to D City City dealer mark to market operation E City, as his second groups of the former dealer business. This market re-segmentation, not only expanded the strength of D City dealers, but also to replicate the successful experience to the E city, the city raised the sales of E, manufacturers have benefited greatly from the best of both worlds.

after all, the need for harmonious co-operation between manufacturers, in order to achieve healthy development goals. Question: fast moving consumer goods manufacturers gap between the need to resolve?

manufacturers, although a contradiction between the body, but as a strategic partner,[link widoczny dla zalogowanych], after all, their interests are the same, as manufacturers, to small streams into the sea; as a distributor, the river full of water stream. Indeed, firms need to resolve the gap between the mutual responsibilities between the detail as possible, and strengthen their obligations, seek common ground for a common goal, a common cause and work hard!

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