How do dealers make money stably for a long time?

Commercial war, market competition, how many heroes are eager to catch up. As far as the health care industry is concerned, although the situation has gone from bad to worse in recent years, it is undeniable that the health care industry is still accumulating huge energy and has a broad and bright prospect. Mr. Yu Fei, a famous brand marketing expert and CEO of Lanzhiyang International Marketing Consulting Agency, believes that as a distributor, the key to making waves in health care industry lies in choosing the right products.

At present, with the rooted layout of supermarkets and hypermarkets in central cities, vertical flattening of channels has become the aspiration of many manufacturers. Powerful manufacturers often set up their own channels and go straight to the terminal, which makes the traditional channels of dealers more and more suppressed and ignored. However, as far as many scattered secondary and tertiary markets are concerned, after all, supermarkets and hypermarkets have not yet formed enough climate, and the operation and management costs of enterprises' self-built networks are high, which makes the commercial and pharmaceutical channels that originally belonged to dealers still have great radiation. Therefore, when manufacturers promote products in these areas, the network resources and network-oriented service capabilities of dealers are still very marketable.

At present, more than 4,000 health care products enterprises in China produce10,000 kinds of products, but there are more than 200 kinds that really circulate in the market and can be named, and most of them are hidden in boudoir. In this limited product, the convergence and homogenization of functions are quite serious, and how to choose a good product for dealers has become a top priority.

Some dealers always want to rely on famous enterprises' own channel resources, distribution capabilities and terminal services once and for all, thinking that they can enjoy the advantages brought by brand resources without risk.

It's actually wrong. A large enterprise often bullies customers and pursues the flattening of channels very strongly. It is often worried that a strong dealer network will disperse many of its due profits. Therefore, they are very vigilant everywhere. Brand products owned by large enterprises sell well, but there is nothing to say about profits, and cooperation with distributors is also quite critical. Your terminal operation, distribution capacity, process management and promotion service all have strict standards.

In the development period, in order to distribute the products to occupy the market as soon as possible, it will use your channels and network resources. Once supermarkets and stores rise, in view of the cost and the demand for flat channels, some dealers with poor strength will be the first to kick off. Therefore, if you don't have the conditions for the time being, you'd better not rush to climb relatives. Everyone in the industry knows that well-known brands can make a lot of money, but they don't make money. Unknown brands can make money, but they don't take the quantity.

Therefore, when choosing products, we should first weigh the advantages of our own network, coverage, service ability around channels, management level and terminal operation level. Only when these are clear, we might as well:

First of all, the selected manufacturer should have strong R&D capabilities and resource advantages.

Because these backgrounds contribute to a deeper understanding of product innovation system, quality description and corresponding sufficient publicity space, the more materials you have, the greater the choice of communication means around product extension, and the level of R&D is related to the technical content and strategic direction of a product, representing the development trend of the industry, which is easy to attract the attention of all sectors of society and the support of government departments, and naturally attracts the favor of consumers.

Second, it is best for the product to be listed soon, which belongs to the initial stage and the enterprise is in the growth stage.

Because this kind of products have just been launched, the brand awareness has not been opened, competitors have not paid enough attention, and manufacturers' selection standards for agents are not very high, and the requirements are relatively low. And as a new product in the market, it is easy to win the concern and support of enterprises in the specific operation of marketing. The so-called hitchhiking is such a typical example.

Third, the selling point is outstanding and the differentiation is obvious.

Among the numerous homogeneous products at present, the products selected by dealers should highlight their individuality as much as possible, and don't get lost just for the sake of low discount rate and large price difference. It is true that the low purchase price, giving gifts, returning goods for free, and sending people to monitor the whole process are all worthy of being tempted. However, compared with the core interests of the product itself, the competition of medical and health care products is very fierce now. If the selected products have no characteristics, the future market operation will be extremely difficult. You'd better think twice before you act. To say the least, if the product has obvious advantages in personality, it should be fully felt at the first time.

Take Xuechangping, the first high-tech and energy-saving diabetes product in China, as an example. Although it is also aimed at diabetes and its complications, it focuses on "nourishing energy", pointing out that the fundamental cause of diabetes lies in the energy imbalance of islet cells, and at the same time, the energy needed by islet cells in the body can be supplemented efficiently through products. If the energy is fully supplemented, the cells will naturally work normally and the complications will disappear. This kind of selling point refining should be said to be different, and dealers should be able to make a difference through cooperation with manufacturers.