Upstream appliance manufacturers increased competition, leading to more sharing of household appliances containing thin profits, all appliance manufacturers have spared no effort to reduce sales in the middle of circulation, the implementation of the flat channel movement, expect to be in circulation by reducing costs to improve business profits, even in the home appliance industry has always been maverick Gree, also on Aug. 19, 2003, announced an increase in Guangzhou, Shenzhen and a regional stock sales of shares, from shares to full Holdings, which marks Gree abandoned his 1997 and pioneered regional pride and home appliances sales agents build the company’s sales model, a comprehensive reform of the flat into the channel.
Can say that from the view of external conditions, channel giant flat and home appliances chain in the channel in the increasingly prominent role is an indisputable fact, and will continue to be a trend. In this trend, there will be more and more home appliances agents were eliminated by history. However, this does not mean that the group will be home appliances agents from the historical stage, as a whole, home appliances agents certainly have their own value, and they understand the local market, get hold of some of the channels and so on are as home appliances agents to be the overall reason for existence. However, the appliance dealer order to survive, they must themselves make some adjustments to be able to adapt to channel flat and the rise of giant home appliance chain pressure.
1, the integrated appliances to the professional appliance dealer dealer development expertise and strong to do
Decision now most agents are often agents across several industries with N-appliance brands, I know a dealer, agent of the brand from the color TV, refrigerators to washing machines, stereos, fans, etc. and so on, some more involved in all the household appliances industry, it looks very powerful, very powerful, but really refined to a specific industry, its size is also very limited, thus, to the specific appliance maker that this influence extremely limited, so not only can not reduce the purchase cost, more importantly, the appliance maker that channel the low status of the value chain system, the lack of a home appliance manufacturer’s policy support and the cost advantages of agents, how can he in the market competitive.
A result, there is a home appliance as an agent, in order to survive in the market, it is necessary to change the original agent model, how to post, concentrated in a specific industry, to make good use of their limited funds, which focus on agents of a one or a few brands, manufacturers improve their upstream channel the role of value chain system to seek more right to speak, to do large upstream manufacturer’s agents. I came into contact with an appliance dealer, Jiangsu, because in the past two years, focus on audio branding agency, because of its brand positioning its agents are more specific to a certain extent the formation of specific dislocation within the industry operate, as energy and capital are concentrated, their agency brand in the local sales will go up quickly, and quickly create and agents in the industry in audio form a high reputation, and become the agent of key brands across the country to support and agents rely on one.
2, highlighting their logistics functions, to do major appliance manufacturers, “third-party logistics” providers
Upstream channel flat reform, does not mean that manufacturers will take all the flow functions, in fact, the upstream channel for manufacturers of flat campaign, we have to spend a lot of money, material and human resources as a precondition, as manufacturers, will not and can not have so much financial and material resources, manpower to fully enter the circulation they were not familiar with it for them, is worth the look. Most manufacturers of flat channel, is stationed throughout the terminal to the sales staff, in the compressed state on behalf of, on behalf of the same province, fully support the regional household appliances agents, with particular emphasis on regional home appliances agents can be given to manufacturers in logistics flat channel campaign to support.
Generally able to implement flat channels are relatively strong manufacturing business, if you want to continue to be the agents of this class of appliance business, we must inevitably strengthen the logistics in the building, and strengthen the delivery capacity of , must also have some cash flow. Manufacturers in the business flow into the system after the full development potential of their own logistics. While the product may be greater than the profit margin has dropped, but this way, agents own marketing costs reduced in line at the same time, the agent’s take the goods they can be straight up, coupled with year-end manufacturers rebate , together, the profit level should not be too low.