LED lighting industry Cuanhuo also want to speak of "principles"?

What kind of goods is reasonable?

The first marketing news, who engaged in sales management or channel management, the color Cuanhuo smell, listen to a visual Cuanhuo for great scourges, at least is not mature; the Cuanhuo allowed, even the fish in troubled waters, gain profit in risk, is not a short-sighted, is "lard inside drill - loach too oil".

The goods from the root, is the enterprise in the division of dealer sites, accustomed to the administrative region as the boundary, without considering the cost of logistics and logistics habits. From the incentive point of view, is the emergence of the channel management out of control (hit the price dumped goods) or channel management did not keep up with the development of the market.

Sales to the administrative division in regional distribution, mostly has not established early method of enterprises, but also the most prone to the problem of partitioning method.

Such as Shijiazhuang to Langfang nearly 300 kilometers to Tangshan, more than and 400 km, more than and 500 km to Qinhuangdao, although belong to Hebei Province, if divided by provincial market, dealer in Shijiazhuang if the radiation of three prefecture level cities in the east of Langfang, from the single logistics cost and the efficiency of the distribution, if not by the way the goods sent to the distance less than 300 kilometers south of Beijing, and a little more than 300 kilometers south of Tianjin, Shijiazhuang is in a dealer standard in his saints.

Similarly, Shandong, Linyi, as the National Center for the wholesale turnover of lamps and lanterns, located in Northern Jiangsu, Lianyungang is only 150 km away from its provincial capital, Nanjing, nearly 400 km. In the case of freight paid, Lianyungang customers from the perspective of transport costs, will be more willing to take goods from Linyi.

There it is not all bad. For the business enterprise, the formation of "the people were pushing the" situation is delightful things. Today, many brands, have experienced from chaos to order, just feet into the city, these things are not put on the table.

Some small businesses know only one second, in the early days, basically have no concept of what the channel and sales management, the big brands have also heard that a certain Cuanhuo to turn a blind eye, you see waves, delivery, of this complaint is turned a deaf ear.

In fact, the real first-line brand, especially with the dealer channels of the industry, there is no business without a strict market protection system. For goods management, just different stages and situations, emphasis.

The early start, a large number of gaps in the market, a large number of dealers forces cross blank areas, because the dealer distribution capability, distribution habit, logistics cost, across the board will only strike Cuanhuo, market pressure Ten thousand horses stand mute.

Therefore, for cross dealer forces, set up general Cuanhuo SAR, advocate who develops benefit, do market protection. This area, due to the economic and logistics, are very difficult to become the first batch of development of the market, "shelving disputes and joint development", can let the dealer to do the main market, and as the market develops, to the hope of bigger and stronger dealers want to leave a read.

Even if the latter due to the forces intertwined, so that the market may not be willing to take over, the future can also be considered independent, find a suitable dealer in the local market next. As the saying goes strong long lost items, this layout, at the right time, to allow the market to stabilise soon.

The control channels caused by Cuanhuo, is the focus of the fight against conflict management. Especially because of the blind Yahuo lead cheap dumped goods, or in the mature market outlets such as a malicious impact, lighting brand early Wenzhou hardware channels wholesalers to store channel outlets with regional low impact, and Henan to Shanxi Jincheng, Changzhi malicious Cuanhuo, the flow of goods and freight advantages, this kind of an example of a model to be natural cuanhuo.

Four principles of conflict management

Principle: in the period of rapid development, cross regional power distributors to set up "Cuanhuo zone", but must ensure that the core area of regional distributors are not affected by Cuanhuo interference. Because of the relatively backward areas such as logistics, economy and other reasons, it should be a special market after the development of governance. The dealer can avoid a dog in the manger, also will mainly concentrate on the development of the core market.

Principle two: for simple sales division of administrative regions, occurrence of disordereddistribution market should see more and more. From the transport costs, logistics habits, the ability of dealers, and more visits to a number of dealers inside and outside the industry, see, listen to their views, and then concluded not later.

Principle three: for the core of the market dealers or the mature market is Cuanhuo, should take the top grid penalty means to crack down. In the event of punishment, we must seize the opportunity to set up models and promotion, let the dealer have a look at the enterprise against Cuanhuo to understand the consequences of touching the bottom line of enterprise. Of course, this requires companies to classify the market first, dividing the scope of the core market and mature markets.

Principle four: punishment Cuanhuo purpose is not to punish anyone, but to make this kind of cooperation can continue to move forward. I have set up "Cuanhuo three mediation mechanism", it is the basic principles of operation:

Able to self mediation on the spot