How to develop the most popular 2018 channel fissi

2022-07-31
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How to develop the fission instrument industry in 2018

"yishanghui" Enterprise Research Institute found that in recent years, affected by the global economic environment, the solution is to tighten the real fixing screw behind the oil pump with a wrench. The development trend of the instrument industry can be described as "ups and downs". The annual sales shrank, the annual growth was strong, and the year fell to a low point. In 2015, the downturn in the global analytical and laboratory instruments market eased, but the growth rate was still slow, with a year-on-year growth rate of 6.2%, and the growth rate was again lower than the GDP growth rate. After these ups and downs, the weakness of the instrument and meter industry has become obvious: the profit space of the industry has declined rapidly year-on-year. The main reason is that the sales levels of the instrument industry are complex, resulting in higher product procurement costs and lower corporate profits

since 2016, major brands in the instrument industry at home and abroad have seen a major change in channels. The original channel resources are constantly being adjusted and updated. Many brands are adjusting channel policies. The original general agent system is gradually transitioning to the contracted dealer system. They are all looking for new agents in the market. Many manufacturers have reshuffled the original agents, and some even have no warning, making the front-line salespeople very passive. If it is an individual act, it can be regarded as a case. But when this phenomenon becomes more and more, it becomes a phenomenon worth pondering

manufacturers are losing their leading role in distributors

as mentioned at the beginning of the article, the instrument channels have been continuously split in the past two years, the number of distributors is increasing in multiples every year, and the fragmentation of distributors is becoming more and more serious. Faced with this phenomenon, predictive manufacturers are also actively adjusting channel policies and gradually transitioning from brand agents to contracted distributors. This trend will have a lot of impact on large brand agents. Two years ago, This is unthinkable. However, with the popularity of Internet and mobile Internet in the industry and the increasing channels of information access, the era of earning high profits by information asymmetry is gone forever. Looking back, how many manufacturers once regarded channel merchants (agents and dealers) as users. However, according to the survey of "yishanghui" Enterprise Research Institute, more than 80% of the products of manufacturers with an annual output value of less than 30million are distributed through channels. However, instrument manufacturers love and hate channel providers

for a long time, it seems that only China has a vocabulary: managing dealers. I have questioned many times: are channel providers customers? Isn't the channel business the God of the manufacturer? We should try our best to serve God. How can we "manage" God's affairs

in fact, this indicates the abnormal relationship between manufacturers and channels in China's instrument market. Manufacturers are in a leading position, especially big brand manufacturers

how big brands manage channels

in the past, big brands were very popular. Why are big brands popular? Because big brands can bring great benefits to agents

the benefits brought by big brands may not be direct profits, but they will certainly bring indirect profits. Because big brands are often reduced to "products with goods", the combination of big brands and small brands has both sales and profits

what kind of era was that? I can sum it up in two words: the blowout consumption brought about by the national policy and the endless sales growth

in that era, all domestic and foreign enterprises were growth dependent enterprises. As long as sales increase, profits will increase. As of 2013, the overall development trend of China has become slow. In 2013, most industries in China reached the highest sales volume in history. The development of instrument enterprises is closely related to national policies. The state attaches importance to the environmental protection industry, and the environmental protection industry will have a blowout growth. The state pays attention to food, and the related instrument products will have a huge development. In 2017, the national promotion of good grain and oil projects, countless enterprises are staring at this golden opportunity. However, the overall market is gradually slowing down. In the face of declining sales, the normal work of the manufacturer is to "rescue sales"

how to save sales? There are roughly three methods:

first, to promote new products, but few of them do so. Because the instrument industry is a high-tech industry, the introduction of new products often takes several years, or even longer, to invest in research and development experiments. Therefore, to promote new products is "far from enough to quench thirst", and the marketing system has no energy to promote new products

second, increase efforts to suppress goods, such as increasing sales promotion, which is what most enterprises have done

third, in order to save sales, some grass-roots marketing personnel opened new accounts and encouraged some fleeing goods in disguise

in the past, instrument manufacturers believed in one truth: sales were squeezed out. Pressing goods and promoting sales can always squeeze out sales. After 2014, manufacturers still hope to squeeze sales, and the general work is carried out around the squeeze sales. However, it was gradually found that the sales volume could not be squeezed out

until 2016, agents generally saw that the decline was not temporary, but a turning point. Agents don't see the future. The market situation is stagnant, and the tasks of the manufacturers are increasing year by year. When the agents can't see the future, some of them have the courage to say "Lao Tze quit" to the manufacturers decisively

why can't agents see the future

in addition to the overall decline in sales, the rise in labor costs is also unbearable to agents

since 2013, China's instrument industry has entered the track of deep distribution. In fact, there are two preconditions for deep distribution:

first, the fragmentation of the channel. Therefore, the stress at different positions of the load must be taken into account in the design of the thin-walled box girder section and prestress. The impact of the continuous fission of the channel on the brand agents is like boiling a frog in warm water, which is gradually upgraded. The "mass innovation and entrepreneurship" has exacerbated the fission speed of the channel. Due to the acceleration of the Internet and mobile Internet information age, Manufacturers will quickly connect with resource dealers through the integrated network platform, and then flatten the level of distribution channels. Only the deep distribution of resource dealers can solve the problem, because the essence of deep distribution is to be as close to terminals and consumers as possible

second, deep distribution relies on crowd tactics. Relying on the crowd tactics is because the human cost is low. When the sales volume increases, the cost increase can be temporarily ignored. Because sales growth can dilute costs. When sales stopped growing, agents found that profits were squeezed by sales and costs. The sales volume did not increase, and the increase of promotion expenses occupied the gross profit; The increase in costs further squeezed profits

in the past, the average gross profit of instrument agents was about%, excluding labor costs and management fees. There was no high noise at all. In addition to the management cost and other hidden costs, the actual net profit is about 8% - 12%. The low profit will enter the break even point slightly affected by the sales volume and cost. For some instruments with transparent prices, the gross profit has been quite low

agents can afford not to make money for one year, but they can hardly afford not to make money for two years. If there is no hope of making money in two years, the agents will have the courage to "say no"

how do big brands dominate agents

in the past, big brands dominated agents. I think there are two reasons:

first, big brands can indeed lead agents to make progress in marketing

second, big brands can bring profits to agents

however, in recent years, in the Internet era, manufacturers have no ability to lead agents to progress. The loss of leading role in marketing and the failure to lead agents to progress is an important aspect of the loss of dominance of big brands. Of course, the decline in sales and profits is also an important reason for the inability to promote high value-added products

with the change of national policies, the saturation of the market and the capping of the industry, manufacturers are facing a problem: how to achieve profit growth in the case of declining sales? If this problem can not be solved, the dominant power of big brands in front of agents will be further lost

at present, there are new models in the industry:

first, the establishment of provincial channel business alliances. The "instrument business exchange" channel activities organized by the agent branch of China Instrument and meter industry association have carried out channel resource docking activities in 15 provinces and cities across the country. At the same time, the "instrument business exchange" instrument channel business alliances in 8 provinces have been established to share goods sources, conduct internal self-discipline, carry out activities, alliance dialogue Channel cooperation has been carried out in maintenance training and other aspects

second, the development of manufacturers' joint branding, the establishment of domestic independent brands (similar to Fisher), the OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM OEM

however, no matter what form of organization appears, it comes into being in line with the development of the times. In the era of mobile Internet and artificial intelligence, how to develop instrument channels is expected to have greater changes and promote the rapid development of the industry

voice of front-line dealers:

1. Speaking of the instrument industry, there are naturally a large number of familiar brand names such as Shimadzu, Agilent, Thermo Fisher, spotlight, Tianrui, Haineng and haiguang. The advantage of big brands lies in their high-quality and best-selling products, while the disadvantage lies in their advanced internal management system. It is precisely the standardized system that has severely damaged them. Big brands have entered the market from market development to market maintenance, from focusing on sales to focusing on implementation. In the era of "there are pictures but no real images", almost all data are false furnishings, and the non false data are finally summarized to the head office and used as the implementation reference standard for the next year. It is almost impossible for false data to make a correct judgment. The upside down value system leads to a loss of confidence from top to bottom and chaos. It is inevitable that the army will be defeated like a mountain

2. The analysis is quite right. Now the dealers are thinking about it. Now the manufacturers have repeatedly reduced costs, but they have not made enough efforts in brand promotion. Some products originally have a little profit, but the manufacturers have increased their tasks every year. In addition, the labor costs have increased year by year, and the public relations expenses remain high. As a result, the dealers are always under pressure, and the compaction density of H3PO4 iron Li material is 1 ⑴ 4g/cm3 is a great force

3. The upper part of the dealer is full payment, and the lower part is cash + credit + return + dead account + prepaid expenses + marketing expenses. Caught in the middle, bear all the risks

4. When the dealer is maliciously overdrawn by the manufacturer, once the dealer becomes a tool for the manufacturer to extract profits, what he loses is not the customer, but the people's will, then the enterprise will not have a future

5. It is all the trouble caused by pressing goods. Pressing goods is a simple and rough way to be eager for quick success and instant benefit. Big brands should be structured to open up channels, rationally distribute profits and accurately distribute

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