Clear concepts and lead dealers to expand the market. Tiancexing Marketing Planning Agency has more than ten years of experience in assisting companies in attracting investment and has come to a conclusion: the key lies in whether the company makes money with dealers or distributes goods. Businessmen lead businesses to make money. Through a survey of nearly 2,200 corporate samples from the last ten China Food and Drinks Fairs, a research report by Tiancexing Marketing Planning Agency believes that nearly 62% of companies lack correct marketing strategic goals and are looking forward to recruiting good dealers. Dealers help companies make money. Nearly 23% of companies have established correct marketing strategic goals and hope to integrate suitable dealers into the company's marketing strategic planning and help dealers make money. The other 15% of companies have no idea. , even the basic investment policies are fabricated. The goal of dealers selling products is to make money, but it does not mean that there is a market for products and policy support, and dealers can make money. Dealers know this very well. In principle, it is an unscientific idea for dealers to pay for purchases. Tiancexing Marketing Planning Agency believes that dealers operate a successful marketing model with corresponding products as the basic target. Dealers can use the channels they control. To correctly operate this marketing model, the final profit can be achieved through product sales; and the company's trademark is not just the product itself, it is a set of scientific operating systems and models. Therefore, when a company promotes its product and support policy combination to dealers, it does not tell dealers about the systematic marketing model and operation plan after receiving the products and policies. Of course, dealers will be deterred and can only give it a try. A gentleman loves money in a wise way, and food marketing planning is even more so. It is necessary to establish a set of operational marketing operation models with relatively low risks, and then integrate dealer channels, logistics and distribution, human resources, and public relations. When resources are scientifically integrated and embedded, the expected marketing effects will naturally be achieved. Dealers can make money with the company, and of course they will have more confidence, stronger motivation, less pressure, and lighter burdens in purchasing, distribution, delivery, and terminal construction. We will be more proactive in doing things such as promotions and promotions, and establish a positive interaction with enterprises. It is difficult to succeed even if we don't think so. The power of establishing a replicable standard and typical model is infinite. To apply this sentence, the power of a model is infinite. There is a saying in the food marketing planning industry that "no model, no investment", which illustrates the importance of creating a model market. First, the sample layout. The construction of model markets must go through scientific planning and layout, and it is important to avoid arbitrariness in the selection of model markets, let alone build model markets in the city where the company is located like some companies do. Research from Tiancexing Business School believes that the model market layout should be comprehensively investigated and researched from the aspects of population, geography, economy, politics, consumption, etc., and reasonable planning and layout should be carried out. The author once handled the investment planning work of COFCO Yuehuo series. When we intervened, the marketing department had already planned Wuhan, Zhengzhou, Jiangsu Province and Jilin Province as model markets. We raised questions at the time, and later conducted detailed research and analysis. , we believe that planning Zhengzhou, Qingdao, Jiangsu and Beijing as model markets is more in line with the planning layout of model markets. Facts have proved that this plan to create provincial models, municipal models, provincial capital city models and coastal cities with separate cities is successful. It is not only obviously representative, but also has strong radiation ability. Later investment results proved that the success of these four model markets played a crucial role in the nationwide investment promotion of COFCO Yuehuo brand. Second, model reliability. The success of the model market is not the success of a certain link, but that the entire market has strong sales capabilities and can ensure the transmission of value and the realization of expected returns in all links of the entire channel. We call this a reliable model market. The kind of model market that creates false prosperity not only fails to serve as a model, but may also mislead and blur the marketing ideas of enterprises. Back then, I worked for Harbin Red Sun Group. Manager Zheng, who was responsible for market development in Beijing, worked with dealer *** to launch the Great Leap Forward of Biyang Yak Marrow Bone Strengthening Powder in order to pursue short-term performance. The market did very well and the company The leader was very satisfied with the inspection and immediately decided to replicate it nationwide.

The next month, the investment promotion conference for North and Central China was held in Beijing. When dealers were organized to conduct model market inspections, store managers and salespersons from various pharmacies and supermarkets came forward to report problems, including sales volume and product efficacy. , including promotional policies and after-sales service. In short, it was basically negative information. As a result, more than 120 dealers were basically scared away. Only 4 dealers signed the first batch of a pitiful 128,000 yuan. goods orders. Third, the spread of models. The construction of a model market must have strong communication capabilities, which is mainly achieved through channel vendors and consumer groups at all levels in the model market. In the process of building a model market for Coolpad mobile phones in Suzhou, Wuxi and Changzhou, Jiangsu Province, we took a fancy to the strong communication capabilities of channel dealers and consumer groups. First, dealers in the three cities generally have branches across provinces; second, the three cities have well-known retail chain supermarkets at home and abroad, including Dixintong, Suning, Wal-Mart, Carrefour, RT-Mart, Suguo, etc.; third, the three cities It has gathered a large number of high-end people at home and abroad and is rich in tourism resources. Facts have proved that in the second month of the establishment of the model market, the investment promotion department successively received consultation calls from dealers across the country. Fourth, the replicability of the model. The name of the model market means that it must be replicable. Enterprises must not create models for the sake of models and blindly regard the model market as an image project. Once they need to copy the model market on a large scale, they will find that the model market is a fancy, high-cost, personalized, and unrepresentative market. It is extremely difficult to replicate. Tiancexing Business School believes that the model market is a normalized market with general replicability, which can provide sufficient support for enterprises in other market operations in terms of models, capabilities, experience, and training. In the process of operating Lulu Group's investment promotion, we fully anticipated the replicability problem of the model market and formulated a factor-based model market creation plan, which is to classify the factors that affect the construction of the model market and establish a factor analysis data model to conduct real-time analysis of the model market. Monitor the phased impact of various factors on the construction, growth and development of the model market. Finally, after the success of the model market, focus on analyzing the role and impact of each factor on market replication, and do not blindly copy the results. This factor analysis data model successfully laid the foundation for Lulu Group's investment in the Sanbei market, and it is still one of the important magic weapons for Lulu Group's success in replicating the model market. We stand together through thick and thin, helping dealers build confidence. Many companies must attend every meeting, especially the China Food and Drinks Fair twice a year. However, what gives the marketing manager a headache every time is that the dealers who have worked so hard to recruit are all "died" by the first batch of goods, so that the sales staff have to pay store entrance fees and barcode fees for this mere first batch of goods. , promotion fees, exchanges, returns and other matters, after several months of hard work, they were finally settled. The dealers no longer had the confidence to purchase goods, and the two parties signed a breakup agreement with the paper distribution contract, which had little binding force. How to break through the shackles of the first batch of products has become a nightmare that many companies cannot avoid. First of all, we want to say "Confidence is more important than gold", but the key is where the confidence comes from. If the company has the mentality of signing another order, and the dealer has the mentality of maybe having a good product, then the cooperation between the two parties will be like a makeshift idea of ??a beautiful woman marrying a crazy man, and it will only fail in the end. Just like this, Tiancexing Business School research believes that during the investment process, both manufacturers and manufacturers must establish sufficient understanding and trust, and the salesperson and merchants should even conduct a sand table deduction with the plan. It is not recommended to jump to conclusions just because the manufacturer's products are good or the merchants have wide channels before both parties have an in-depth understanding. It is very unscientific, irresponsible and unreasonable for companies to require dealers to sign an agreement on the spot and pay part of the deposit immediately at the sugar and wine fair. Of course, companies and dealers often pay the price of impulsiveness. Only when both parties understand and trust each other, have a clear strategy, and have clear plans, will both parties be given sufficient confidence. Acting with full confidence will achieve very different results than acting with full of doubts. Secondly, if you put yourself in someone else’s shoes, asking dealers to pay more is a sign of lack of confidence and blind pressure. Many companies have formulated attractive distribution policies and support at the Food and Wine Fair, with the condition that dealers are required to purchase the first batch of 500,000 yuan. The mood of the company is understandable. They want to attract more investment and collect more money through this China Food and Drinks Fair, lay the foundation for future marketing work and establish initiative. We believe that this approach is basically self-inflicted, because once dealers encounter adverse market factors that cause unsalable products, the company will still need to invest in promotions, or even be required to return or exchange goods.

In the short term, the company has achieved performance, but in the long term, the company has been burdened. When we were serving the investment promotion process for Fucheng Group’s Mo Niang brand Chengdu Food and Drinks Fair, we saw that many companies had an investment policy of “the first payment should not be less than a certain amount of yuan”, so we proposed that “the first payment should not be more than 200,000 yuan”. ” investment policy, many dealers asked puzzledly, “Other companies ask dealers to pay more, but you limit dealers’ purchase volume. Is it because your company’s production capacity is insufficient?” Faced with such a problem, We answered that the goal of our company is to establish a supply chain system, and we do not want the efficiency of the entire supply chain to decrease due to stockpiling in one link. For example, if dealers are required to purchase more goods, the company will have to purchase more raw materials from suppliers. Originally, the entire supply chain could maintain a stable value flow, but due to fluctuations in value, the flow of value will be unbalanced, directly leading to the production of the company. The instability of multiple links such as procurement, warehousing, and logistics will also lead to dealers occupying funds and increasing warehousing costs. Therefore, this approach is the most uneconomical investment strategy. It is precisely because the Fucheng Mo Niang brand is able to think about issues from the perspective of the entire supply chain that it has such a policy, and the investment promotion work of the Chengdu Food and Drinks Fair has fully blossomed and achieved great success. The distributors recruited at the beginning 89% of businessmen are still cooperating with enterprises, effectively avoiding the "one-night stand" in investment recruitment work. Third, change the use of dealers to the use and cultivation of dealers. We have always emphasized that the mentality of enterprises to attract investment is a matter of investment. On the one hand, enterprises must fully mobilize and utilize the resources of dealers to maximize dealers' capabilities. On the other hand, they must also cultivate the capabilities of dealers and provide dealers with While providing policy support, more intellectual resources can be input. Only in this way can the full integration of manufacturer resources be truly realized, and the best practical marketing effectiveness will naturally be achieved. In the process of attracting investment for Arowana special oil, we not only have an "Investment Manual", but also a "Dealer Cooperation Manual". The latter mainly tells dealers how to cooperate with Arowana and the experience accumulated by Arowana over the years. To share lessons learned, this manual was favored by many dealers, and even dealers from other industries came to get this manual. In the end, the company had to temporarily print an additional 3,000 copies, but they were still sold out. In order to ensure the success rate of investment, the marketing department and the marketing consulting company jointly established a comprehensive support team for dealer cooperation. The teams were divided into five groups to carry out practical training and guidance for regional expansion in several major regions across the country. Market experts and marketing planning experts visited the dealerships in person. The dealers gave lectures and trainings and provided practical guidance. The dealers were full of confidence. Wherever we went, a large group of people organized by the dealers came to listen to the lectures. Later I found out that many of them were colleagues and friends of the dealers. Therefore, when cooperating with dealers, we must not only teach them how to fish but also teach them how to fish. Many business managers and marketers believe that investment promotion is a simple and thankless marketing link, because "its success rate is really low, but it requires a lot of work." In fact, this is not the case. Research by Tiancexing Marketing Planning Agency has found that investment planning is a complex systematic project. It is the most complicated core work in the entire marketing planning process of an enterprise that requires the formulation of careful investment plans and refined execution. Once the company understands this, the investment recruitment work will be smooth and the success rate will be high.