Low prices and goods fleeing are stubborn diseases in brand channel management, and the two often go hand in hand and collude with each other. Once the phenomenon of low prices appears, the behavior of fleeing goods often follows, and vice versa. This is because dealers, driven by the pursuit of more profits, are prone to cross boundaries and carry out goods channeling. Similarly, in order to attract traffic, stores may also adopt low-price strategies, thus providing opportunities for fleeing behavior. Therefore, brands need to take effective measures to manage these two issues in order to maintain channel stability and brand image.
1. How to find the problem of goods channeling in the brand channel?
Fleeing is a violation that needs to be investigated, but it is difficult to determine the store's fleeing behavior or path through online links. Therefore, the management of goods channeling usually needs to concretize the behavior of goods channeling through purchasing and collecting evidence, and govern the stores and distributors involved.
Second, what problems need to be solved in the purchase of goods?
The execution of online procurement requires several issues to be addressed, including the purchase of resources and the storage of resources. If it is executed by a third party, it is also necessary to consider the financial capacity of the three parties to purchase. Because the link changes greatly from the occurrence of goods fleeing to the confirmation of purchase to governance, it requires a quick response from the buyer, and at the same time, a large number of resources are also needed to support the purchase and forensics.
Channel channeling management is a problem that major brands will encounter, and it is also a problem that must be faced and solved in the process of brand development.
Brands can build their own teams to manage goods channeling, or they can find a professional third-party company like Shangwei Network to solve the problem of goods channeling. From the monitoring and confirmation of the goods channeling link to the management of procurement and forensics, the business maintenance network can provide brands with a one-stop channel channel management solution.