Recently, Wahaha has become a hot spot in the market, and our previous article ** Wahaha's "joint sales body" channel model is actually a channel-intensive distribution model. Today I will talk to you about the channel intensive distribution model, the current general problem of our enterprises is the lack of growth, the core reason for the sluggish growth is that the number of channel dealers and sales volume has basically not changed, the channel network is in a state of equilibrium, so the enterprise is also in the dilemma of weak growth.
We think that the sales volume of the enterprise is directly proportional to the quantity and quality of channel dealers, especially the number of dealers, and we can compare the number and quality of dealers with competitors. Therefore, the core problem to be solved by the growth of our enterprise is: the number of dealers is insufficient, the sales volume of dealers is not high, from the sales logic, our core to greatly increase the number of dealers, first quantity and then quality.
**Let's talk about the "channel intensive distribution model": intensive development of outlets, channel layout standards, unified channel management, and large-scale channel assistance.
First, the intensive development of outlets: the channel intensive distribution model is centered on the dense distribution of outlets, which refers to the dense network of dealers and distributors, the most effective is the dense planting of dealers, followed by the dense planting distributor network. Dense planting dealers is the key to the channel-intensive distribution model, and the key to further key is to carry out channel dense planting in mature markets and good markets.
At present, the problem is that the good market is afraid of affecting the old customers, afraid of messing up the market, the sales staff are reluctant to dismantle, dare not dismantle, often the sales staff development goals are also set, that is, the delay in action, the channel splitting is difficult, the increase of outlets is difficult, restricting the continuous growth of enterprise sales.
How to carry out network density in mature markets and good markets, and how to split them? To adopt.
Five major splitting methods are used to carry out channel dense planting: dismantling regions, dismantling brands, dismantling products, benefit synergy, and management synergy.
The second is to establish channel layout principles and standards.
First of all, the market is classified: it is mainly divided into core markets, strategic markets, key markets, and peripheral markets, and channel-intensive distribution is mainly in core markets and strategic markets.
Second, determine the layout level of dealers in each market segment: provincial, prefecture-level, county-level, and township-level.
Third, the market channel layout standard is determined by the company's 3-5 year strategic objectives and reference market capacity share and competitor market share.
The third is to establish a strict and standardized unified channel management.
The core of the dense network should let dealers make money and protect the interests of channel providers at all levels, especially newly developed dealers; If the network is dense, it must be managed, and a standardized and orderly market order must be established.
To do the best body system.
First, the promotion activities are unified, and the sales policy is unified.
First, the market management is unified. The core of the four unification is the unification of the system, and the unified system must be strictly implemented.
Fourth, we must increase the assistance of channel providers.
First of all, the dealer has developed, to give support and cultivation policies, the establishment of common development, manufacturers in proportion to a certain amount of expenses, for market publicity, promotion of service activities, terminal store image construction, etc., the market potential energy stirred.
Secondly, the sales team has transformed from dunning to service, establishing work instructions for various key activities in the market, unifying the standards for carrying out activities, and ensuring the effect of publicity and promotion. Main activities: company visits, model demonstrations, large-scale dynamic sales activities, large-scale value-added service activities, investment promotion, etc.
Finally, our company to achieve sales growth, marketing breakthrough, the use of channel intensive distribution model to greatly improve the number and quality of channel providers, the market intensive, only the number of outlets has grown, and then rely on quantitative change to guide qualitative change, which is an important channel change path that enterprises must take to break through the bottleneck of sales, so as to rely on strong channel force to promote the rapid growth of enterprise sales.