How to bring new products to market quickly, so that dealers can trust and accept me as a wholesaler?

In most enterprises' new product listing plans, channel promotion is an indispensable main content. How to fully mobilize the distribution willingness of distributors and wholesalers at all levels at the beginning of listing has become the key to the success of product listing.

If you look at the sales expenses of domestic manufacturers, you will find the annual promotion expenses (purchase discounts, price discounts, rebates, etc.). ) The investment of enterprises in channels is much higher than that of enterprises in consumer promotion. Manufacturers make profits again and again, and try their best to ensure the price order of products, so that bosses at all levels can make money-as long as every channel boss is willing to sell my products, sales will rise steadily!

The world's leading beverage company entered China for the first time. According to the past marketing experience, while investing a lot of marketing expenses, it skipped the main domestic circulation channel-wholesale market, and quickly invested huge sums of money to set up a direct sales team to distribute products directly from manufacturers to retail stores and stores, with the intention of implementing the marketing idea of "flattening channels and increasing manufacturers' market control". The market has educated these foreign experts. After years of losses, enterprises have to adjust their marketing direction and focus on the wholesale market. Through the extensive establishment of distribution points to expand the coverage of products, and ultimately succeed. As for the factory's direct sales team, it is still established, but the task of this team is no longer to sell products as the leading factor, but to improve the distribution rate and enhance the terminal display and vivid performance of products as the main goal. According to statistics, in the peak season of beverage sales, the products sold by the factory direct sales team invested heavily by enterprises accounted for less than 5% of the total sales of enterprises, and the construction of distribution and wholesale links increased the sales of enterprises by 95%!

Why is the wholesale channel in China so important?

Constrained by economic, cultural, commercial mechanism introduction time limit and other factors, Chinese consumers are not mature and rational, brand loyalty is not high, and they are easily influenced by hype-I will buy whatever is popular in the market (in fact, what is popular in businesses)! All the "old wizards" in this line understand that if a product wants to be listed quickly and successfully, first, it is necessary to quickly form a distribution rate with visual shock effect-to create a popular atmosphere; The second is to maintain this distribution rate and keep the fashion trend.

In China, however, the cost of road transportation is high, and the region is vast, so the consumers with real spending power are not concentrated. Supermarkets and other large-scale stores have just been born, and a large part of their sales come from tens of millions of small retail stores. Relying on the strength of manufacturers to deliver goods to so many sales points and maintain logistics will definitely "compensate for death." Without the active participation of wholesalers at all levels, it is impossible for manufacturers to create and maintain popularity

This is the characteristic of the domestic market (especially the consumer goods market).

1, consumers are not rational enough, and what they sell is popular in the market.

2. The distribution points are scattered, and it is impossible to cover the main sales sources without the power of wholesale. Tens of millions of terminal sales points, it is even more impossible to create a fashion to guide consumers.

If manufacturers want to gain a foothold in the market, they must distribute products through distributors and wholesalers to expand the coverage of products. Whether the enthusiasm of distributors and wholesalers at all levels can be effectively mobilized through channel cooperation largely determines whether the enterprise can survive-in China, the power of wholesale channels is inevitable, unstoppable and irreplaceable!

It is precisely because of this demand of manufacturers that the survival foundation and commercial value of wholesalers and distributors are laid.

In fact, the value of wholesalers does not lie in sales. Products from the factory warehouse to the wholesaler warehouse, and then to the terminal point of sale warehouse, in fact, only the transfer of inventory, does not form the actual sales. The wholesaler's duty is to expand logistics and realize the distribution diversion process at the terminal point of sale.

Some wholesalers complained about the low profit of distribution, saying, "We people pay cow horsepower, earn cents, and work as porters, only earning a poor handling fee."

Tell the customer that you have a long-term cooperation with him, and you are pursuing common development, not a single transaction, so you use the principle of 1.5 times to help him place an order, and tell him that this is the principle and benefit, so that he can understand that your suggestion is well-founded and trustworthy.

Your suggested order quantity should not be too large, and the inventory with a cycle sales volume of 1.5 times will not cause backlog; Not too small. If it is too small, once the stock is out of stock, the visit period of industry representatives has not yet arrived, and the temporary delivery is not timely, the sales volume will be lost and the lost sales opportunities will never come again.