How to do channel management

(1) Send representatives to intermediaries.

Large companies generally send representatives to the marketing intermediaries that deal with their products to personally oversee merchandising. Production company personnel also provide some specific assistance to channel members, such as helping intermediaries train salespeople, organizing sales activities and designing advertisements, etc., through which they can keep abreast of their sales dynamics. Manufacturing enterprises can also directly send people to support middlemen, such as the current popular manufacturers counter sales, store in store and other forms, most of which are opened by the enterprise sent people.

(2) Multi-mode cooperation with middlemen.

Enterprises can use a variety of methods to incentivize marketing intermediary network members to publicize their goods, such as joint advertising with intermediary network members, and by the manufacturer to cover some of the costs; support intermediary network members to carry out business promotion and public relations activities; outstanding performance of the intermediary network members to give preferential treatment of prices and trading conditions, and intermediary traders to teach sales promotion, inventory sales management knowledge, and to improve their management of intermediaries to improve their business level. Through these methods, marketing intermediary members are mobilized to promote products and achieve the purpose of controlling the network.

Existing problems

(a) the channel is not unified to trigger conflicts between manufacturers

Enterprises should be resolved as a result of the small market caused by the conflict between the enterprise and the intermediary, the unification of the enterprise's channel policy, so that the service standard norms, for example, some manufacturers in order to quickly open up the market in order to open up the product early in the development of the choice of two or more than the general agent, because the two general agent will often be between the two agents, the general agent will be the same as the other. The two general agents often engage in vicious price competition, so often appear although the brand awareness is very high, but the market development situation is very unsatisfactory.

Of course, the factory, the business relationship needs to be managed, such as the prevention of tampering should be strengthened inspection, to prevent dumping should be strengthened training, the establishment of incentives and penalties, through the effective combination of humane management and institutionalized management, so as to cultivate the most suitable for the development of enterprise manufacturers relationship.

(ii) channel lengthy management difficulties

Should shorten the time for goods to reach the consumer, reduce the link to reduce product loss, manufacturers effectively grasp the supply and demand of the end market to reduce the possibility of corporate profits were diverted.

In this regard, Haier's overseas marketing channels can be a reference: Haier directly use the existing sales and service network of foreign dealers, shorten the channel chain, reduce the channel links, greatly reducing the channel construction costs. Now Haier has established a huge distribution network in dozens of countries, with nearly 10,000 marketing points, Haier's various products can be at any time in any country unimpeded flow.