How do agricultural distributors become the king of the region?

With the speed of land circulation, the competition in the agricultural capital market is becoming more and more fierce. In such a society where “big fish eat small fish”, dealers, are you willing to be eliminated? It turns out that only by becoming a king and a leader, dealers will have the right to speak and have more resources and opportunities.

1. Generally speaking, first of all, relying on the starting position of a certain brand in the local market, forming a large-scale possession and building its own influence in the local market;

2. Rely on personal charisma, strength and influence, etc., to establish and maintain regional network continuity through matching cooperation methods and incentive methods;

3. Further strengthen the status and control of the market in the region by increasing the brand, category, and variety;

4. Create barriers to channels by buying stores, partner operations, scarcity, and competitive resources;

5. Establish a self-operated network to form a core competitive advantage;

6. Refine, institutionalize, informative, and platform-based management of channels;

7. Establish a commercial brand image and reflect value with service.

Case Study: How is the county-level king made?

In the era of drastic changes in China's wine channels, dealers who can make 40 million sales in a county-level market are rare. Yang Jili, general manager of Huaxing Trading Co., Ltd. in Xichong County, Sichuan Province, is a rare member. Due to the local influence and reputation, the peers gave him the nickname "County King". So, how is the county-level king made? Let's take the wine industry as an example to guide everyone how to be the king of the region!

1. Open channels with well-known products

For a person without a background, success is more important than wisdom and hard work. Ten years ago, in 2001, Yang Jiling went to work in the grocery department of a certain department of the county. The trend of state-owned enterprise restructuring has blown into Xichong County, and the cotton and linen company has undergone restructuring. Yang Jiling left the cotton and linen company, making full use of his personal connections in the grocery market and registering himself as a liquor sales company.

Soon, the Huaxing liquor company registered by Yang Rinlin came out. What wine can I sell? Yang Jiling found that in the circumstances at the time, if you want to do a good job, it would not be possible to have a brand-name product with a large volume of goods. In a small county town, brand-name liquor can be made. The relatively high price determines the amount of energy, and the utilization rate of funds is relatively low. It is not good for the next development. If you want to make a brand-name product, you can only make beer.

So he found the salesman of Chongqing Beer Group and started to distribute the second batch of Shangcheng Beer. At that time, many wine dealers were sitting at home waiting for customers to come to the door. Yang Jilian felt that “sitting” was too passive, and it was better for customers to take the initiative to attack customers. So he often went to some good business hotels, seeing that their products were sold almost, and actively contacted the person in charge, asking if you need to deliver immediately...

In the environment of lack of service at that time, Yang Rinlin’s service won everyone’s goodwill and trust, and some hotels began to establish cooperative relations with him. Soon, the sales of Shancheng Beer distributed by Yang Jiling increased steadily. The relevant personnel of the Heavy Beer Group also saw the momentum and potential of Yang Jiling, and handed over the general agent of Xichong County to him.

With a good product, Yang Rising’s enthusiasm is even greater. However, he did not satisfy the possession of the market in Xichong County. By expanding the marketing team and expanding the sales network, he used the “famous brand” of Shancheng Beer to quickly spread his network channels to the district and township markets under the jurisdiction of the county.

2, three major measures to solve terminal confusion

Objectively speaking, the reason why Yang Jiling has done so well in the local area, besides being conceptually newer than the competitors, good at thinking and summarizing is also the secret weapon for his status as a “county-level king”.

Through several years of operation, Huaxing’s advantages in local catering terminals have become more and more prominent, but Yang Jiling feels that his profits are “shrinking.” At that time, hotels in Xichong County began to charge entrance fees and promotion fees. Wait, we have more hotels, this cost is very big, sometimes bad luck, there will be cases of escape.] In the process of practicing terminal marketing, Yang Din also encountered "terminal confusion" bitter.

But if you want to be one of the best distribution kings in the local area, it is impossible to not do the terminal. What should I do?

In the practice, Yang Jiling explored several solutions:

First, reduce the terminal cost through the product mix.

In Xichong, Yang Dulin's Shancheng Beer has become the most powerful beer brand in the region, which means that as long as it is a restaurant, there is a beer of this brand. Yang Rinlin thought of the way the products were matched into the store, and introduced the categories of liquor and red wine to enrich the content of the direct supply products.

"Everyone knows that beer profits are not high, relying on economies of scale. I use this channel to get liquor and wine products. These are profitable products. Maybe there is no beer in sales, but the profits are higher than beer. We can only use The profit part of the increase to make up for the terminal cost overdraft part, thus reducing the cost risk." Yang Jilin concluded.

Yang Lilin's liquor products, such as Xiang Man Lou and Zhangzhou Royal Wine, which have been operated by the channels of beer expansion, have become the best products of the company in 2007. This also proves that the choice of Yang Lilin was undoubtedly correct.

Second, the way of cooperation with terminals is diversified.

Now, Yang Rising’s Huaxing Liquor Bank directly controls 85% of the restaurants and restaurants in Xichong County. According to the reporter’s knowledge, the amount of the store’s entrance fee is between 40,000 yuan and 80,000 yuan a year. Business, the pressure is great.

At the beginning, Yang Jilin felt pressure. In order to use the money, he made a detailed assessment of the hotel in Xichong. "If it is a shop opened by a local, the property is also the owner's own, and we will pay for it." Make more points, because the possibility of a store 'escape a single' in this case is not great, and establishing a stable cooperative relationship is beneficial to both of us;

If it is opened by a foreigner, or if the house is rented, we will propose another form of cooperation. For example, if you don't pay or pay for the store, but increase the sales rebate, the wine sells more in the store, the more the hotel owner's commission. And we are also less risky. Yang Dian said. This way, the hotel and the commerce company have tied the interests and easy to achieve a win-win situation. This is a good cooperation mode for local strong brands.

Finally, strengthen the mastery of the terminal movements.

To be a terminal hotel, if the work is not fine, the staff is not diligent, it is destined to fail. Yang Jiling knows this well, so he puts forward the “post responsibility” requirement for the marketing team. In addition to visiting the hotel several times a week, the salesman must also observe the sales situation of the hotel, the changes of the owner, etc. Once the business is light, or the owner does not come to the hotel for many days, Yang Rilin and related personnel It is necessary to analyze the reasons and minimize the risk of possible escapes by controlling the supply and reminding the payment.

3, do deep and thorough to do all the channels

In general, dealers who do the best in the region are doing business at the same time in all channels, because only in this way can the product coverage and occupancy rate be raised. But how can we do it thoroughly and do it all? Yang Rising’s answer is very simple, only one word - fine!

Yang Rin first refined the sales area. He has divided four departments in the urban area of ​​Xichong County, and is mainly responsible for one department and two departments of the management and distribution of catering hotels; the night market and group purchase business are listed separately for the three departments; the wholesale channels of the city are wholesale shops and supermarkets. Responsible by four departments.

After completing the division of business in the urban area, the business of the district and township was subdivided: because of the large volume of beer, there are many outlets in various townships and towns. Huaxing Liquor Bank has set up a department to manage it; in order to vigorously expand the rural market, Huaxing Brewery is active. It has won the qualification to undertake the “Ten Thousand Villages and Thousand Townships” project, which is beneficial to the improvement of Huaxing’s network and the in-depth expansion of the rural market.

After several years of hard work, Huaxing Commerce has become a veritable ten-year-old household, a large network and a large terminal, and a county-level distributor.

In fact, many things are connected. Whether it is the wine industry or the agricultural industry, dealers must become the king of the region if they want to be eliminated.

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