Fuji Mattress reminds distributors to be careful of these five signals issued by manufacturers!
01
Marketing Director resigns
The marketing director of an enterprise determines the direction and method of market operation. The marketing work of the company this year is "whether to vigorously operate the market channels", "whether to pay attention to the support of channel providers", and "how to use mobile internet" are all decided by the marketing director.
The resignation of marketing director will greatly affect the implementation of existing marketing policies, because each marketing director has his own way and method. Between the old and the new, many dealers are implementing policies and a series of problems will be affected. influences.
Impact Index: ★★★★
Suggest dealers to take action
Invite an interview to grasp new trends
Invite the new marketing director through the regional manager to the market research and guidance of the dealer. On the one hand, exchange feelings, on the one hand, understand the company's new marketing work principles and directions.
02
Replace the regional manager of the market
As the saying goes, "one day, one son, one courtier", for dealers, it can be described as "a management state of a district manager." For furniture companies, especially national brands and regional strong brands, the regional manager is even more important to the overseas market than the marketing director. why? Because the regional manager directly controls the dealer's expense write-off, once the regional manager resigns, he will no longer be concerned about the dealer's expense write-off.
This is related to the assessment of the regional manager by the furniture company. The performance of the regional manager is directly linked to the amount of the dealer's payment. Therefore, it is impossible for the regional manager who has earned performance and has to be transferred from the market Take out the money that goes into your pocket.
And the new regional managers often will not take over the remaining cost issues, because this is obviously a thankless thing.
Impact Index: ★★★★★
Suggest dealers to take action
Contact in advance and act in a timely manner, so as not to make the confused account bad!
Distributors should maintain close communication and contact with regional managers, and should be particularly concerned about changes in their positions. Once informed of the change of the regional manager, the distributor should immediately go to the company, meet with the marketing director and the original regional manager, sort out the unwritten charges and related policies, and must not leave a confused account. You know, this confused account often ends up as a bad account that no one takes over.
03
Market policy changes frequently
Frequent changes in the manufacturer's market policy will limit the dealer to a very passive situation, because each time the policy is changed, the dealer's business team will be readjusted, which will hurt the dealer's customer relationship. Because the changes in the manufacturer's policy have hurt the customer sentiment accumulated over the years, how can the dealer not hold back!
Vigilance index: ★★★★
Suggest dealers to take action
Pull the regional manager to the market, analyze and evaluate the right direction
The most sensible way is to bring the regional manager of the manufacturer to visit the market together, let him hear complaints, and truly feel the obstacles caused by the changes in the manufacturer's policy to the dealer's marketing work. If the regional manager is the real market leader , Then he will naturally act.
04
Constantly launch new products
Manufacturers generally promote new products for three purposes: first, to increase sales with new products; second, to supplement product lines; and third, to expand the distribution of dealers. The first two purposes are okay, and the purpose of expanding the dealer's layout has caused the original dealer's uneasiness.
After all, companies have limited resources to invest in a certain market. When new products arrive, they will grab the market share of the original dealers. The timely introduction of new products will play a role in activating the market, otherwise it will have a counterproductive effect.
What is timely? When a brand has 1 or 2 leading products in a certain market and occupies more than 30% of the market share in the mainstream price band, the product line can be upgraded and extended downwards.
Vigilance index: ★★★★
Suggest dealers to take action
The new product is coming, don't panic, see the "features" before you start
For the new products put on the market by enterprises, the following characteristics can be taken over to do: First, the upgrade and extension of the original aging products; Second, the company's strategic new products;
Don't take over those with the following characteristics: There is overlap in price with existing products.
05
Unstable quality
Well-known furniture companies across the country and regional strong brands generally seldom have this problem, but most small and medium-sized brands are often exposed to quality problems. If the voice of "product instability" often appears in the market, then this enterprise is considered to be a big event "! Vigilance index: ★★★★★
Suggest dealers to take action
Pay attention to product quality, feedback manufacturers in time
Consumers' evaluation of product quality, once there is a "negative evaluation", focus on collecting, and feedback to the manufacturers know. If manufacturers pay attention, there is still the possibility of cooperation. If the manufacturer does not care, there is no need for cooperation.
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