——How do dealers face pressure on cargo pressure
In order to compete for market share, manufacturers squeeze the channels and often press the dealers. Some are benign presses, such as to counter the seasonal demand and major marketing activities, while others are over-pressed. After investigation and interview, there is also a general phenomenon of stamping in the lighting industry. Dealers face the pressure of goods, not only the liquidity and warehouse are occupied, but also increase sales pressure. How should dealers face the pressure of pressure?
Formulating a reasonable stocking stock is fundamental
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Niu Gaocheng, General Manager of Hongli Lighting, Gaoping City, Shanxi Province
With the arrival of manufacturers' direct terminals and the rapid development of channels, the problems encountered in the primary market have gradually turned into the troubles of the downstream second- and third-tier markets. The phenomenon of goods pressing is a common strategy of manufacturers, especially lighting manufacturers. Generally, large and medium-sized enterprises will press the goods to the merchants. The difference is only the quantity and the reasonableness.
The problem can be viewed from two aspects. The dealer has a certain inventory, there is sufficient supply, when there are a large number of orders (such as engineering, replacement, etc.), and now the demand side has a very strong time limit, so the goods are Dealing with emergencies is very helpful, and now dealers rely on retail sales is also difficult to measure, especially today, the inventory will become bigger and bigger, dealers have to take the initiative to turn the goods into capital flow, go to the market to investigate themselves It is essential that the customer needs and develops a reasonable stocking inventory for their needs. There is a pressure on the goods, and the goods are not shot within the established time, which may be inconsistent with the amount of tasks set by the merchant at that time. General manufacturers and merchants must sign a cooperation agreement, increase the inventory of the merchant according to the annual task of the agreement, so the task of specifying the task is the real solution to the problem of the cargo.
If you encounter special circumstances, dealers are particularly serious, you can find manufacturers to negotiate, get the most favorable policy, and deal with inventory issues in a timely manner. Otherwise, there will be a large backlog, and dealers will not be able to operate normally. In the past, many big brands existed in the market. Nowadays, the market is becoming more and more standardized, and the operation of big brands has begun to transform. Some manufacturers have made their own tastes of bad results. Therefore, it is a must for manufacturers to clear channels and communicate downstream.
Compressed goods do more harm than good
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Zhu Zhihua, General Manager of Chengdu Sophie (Group) Auxo Lighting Sichuan Operations Center
The phenomenon of manufacturers pressing goods is now very common. In general, the pressure goods are more harmful than the profits. The goods will occupy a large amount of funds from the dealers, resulting in a backlog of stocks. Now the market is changing rapidly. The hoarding products can't keep up with the market, and the business risks are increased. May cause the phenomenon of stockpiling.
The appearance of the goods is mainly because the manufacturers in order to pursue sales volume, through some marketing means to pass the pressure on to the dealers, and the manufacturers are basically in a laissez-faire state after the goods are pressed, and do not do some follow-up assistance behavior to the dealers. The manufacturer is in a stronger position in the vendor relationship and holds the right to speak. Merchants may still have some requirements for small factories, but there is nothing they can do to establish a brand. Terminal dealers are in a better position, they can easily carry out brand replacement, but the pressure on our middlemen is relatively large, not only the profit is meager, but also the manufacturers are more constrained. In the face of pressure, dealers can only sell at low prices, or do some promotional activities to solve. I hope that manufacturers can change their marketing strategies, do more advertising promotion, and give preferential policies to help businesses successfully complete their tasks.
With the increase in the size and strength of the manufacturers, the phenomenon of the goods will become more and more serious due to the maximization of their own interests. Our intermediaries are far apart from each other and are inter-provincial. Usually there is less communication. I hope that there is a platform such as "Guzhen Lighting" to strengthen our relationship, let us unite and talk with manufacturers. .
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In order to compete for market share, manufacturers squeeze the channels and often press the dealers. Some are benign presses, such as to counter the seasonal demand and major marketing activities, while others are over-pressed. After investigation and interview, there is also a general phenomenon of stamping in the lighting industry. Dealers face the pressure of goods, not only the liquidity and warehouse are occupied, but also increase sales pressure. How should dealers face the pressure of pressure?
Formulating a reasonable stocking stock is fundamental
Niu Gaocheng, General Manager of Hongli Lighting, Gaoping City, Shanxi Province
With the arrival of manufacturers' direct terminals and the rapid development of channels, the problems encountered in the primary market have gradually turned into the troubles of the downstream second- and third-tier markets. The phenomenon of goods pressing is a common strategy of manufacturers, especially lighting manufacturers. Generally, large and medium-sized enterprises will press the goods to the merchants. The difference is only the quantity and the reasonableness.
The problem can be viewed from two aspects. The dealer has a certain inventory, there is sufficient supply, when there are a large number of orders (such as engineering, replacement, etc.), and now the demand side has a very strong time limit, so the goods are Dealing with emergencies is very helpful, and now dealers rely on retail sales is also difficult to measure, especially today, the inventory will become bigger and bigger, dealers have to take the initiative to turn the goods into capital flow, go to the market to investigate themselves It is essential that the customer needs and develops a reasonable stocking inventory for their needs. There is a pressure on the goods, and the goods are not shot within the established time, which may be inconsistent with the amount of tasks set by the merchant at that time. General manufacturers and merchants must sign a cooperation agreement, increase the inventory of the merchant according to the annual task of the agreement, so the task of specifying the task is the real solution to the problem of the cargo.
If you encounter special circumstances, dealers are particularly serious, you can find manufacturers to negotiate, get the most favorable policy, and deal with inventory issues in a timely manner. Otherwise, there will be a large backlog, and dealers will not be able to operate normally. In the past, many big brands existed in the market. Nowadays, the market is becoming more and more standardized, and the operation of big brands has begun to transform. Some manufacturers have made their own tastes of bad results. Therefore, it is a must for manufacturers to clear channels and communicate downstream.
Compressed goods do more harm than good
Zhu Zhihua, General Manager of Chengdu Sophie (Group) Auxo Lighting Sichuan Operations Center
The phenomenon of manufacturers pressing goods is now very common. In general, the pressure goods are more harmful than the profits. The goods will occupy a large amount of funds from the dealers, resulting in a backlog of stocks. Now the market is changing rapidly. The hoarding products can't keep up with the market, and the business risks are increased. May cause the phenomenon of stockpiling.
The appearance of the goods is mainly because the manufacturers in order to pursue sales volume, through some marketing means to pass the pressure on to the dealers, and the manufacturers are basically in a laissez-faire state after the goods are pressed, and do not do some follow-up assistance behavior to the dealers. The manufacturer is in a stronger position in the vendor relationship and holds the right to speak. Merchants may still have some requirements for small factories, but there is nothing they can do to establish a brand. Terminal dealers are in a better position, they can easily carry out brand replacement, but the pressure on our middlemen is relatively large, not only the profit is meager, but also the manufacturers are more constrained. In the face of pressure, dealers can only sell at low prices, or do some promotional activities to solve. I hope that manufacturers can change their marketing strategies, do more advertising promotion, and give preferential policies to help businesses successfully complete their tasks.
With the increase in the size and strength of the manufacturers, the phenomenon of the goods will become more and more serious due to the maximization of their own interests. Our intermediaries are far apart from each other and are inter-provincial. Usually there is less communication. I hope that there is a platform such as "Guzhen Lighting" to strengthen our relationship, let us unite and talk with manufacturers. .
1 2 Next Page