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A very important development of laser cutting machine companies is the development of agents (distributors). If they can recruit powerful and agile agents (dealers), the brand will soon take root in the geographical market, so almost every Manufacturers are looking for their own agents (distributors), development agents (distributors). This is the power of the channel.
What exactly is the "channel"? There are "differentials" in thinking and methods that manufacturers and agents (distributors) treat and understand. In the view of manufacturers, “channels†are “agents (dealers)â€. Therefore, when formulating a channel strategy, they consider too much about how to formulate an agent (dealer) strategy, including channel incentive plans for agents (distributors). , agents (distributors) management, etc., while ignoring the channel construction and management itself; in terms of agents (dealers), the channel is itself. Then he positioned himself as a "channel" itself, some agents became increasingly impetuous because of "cognitive" deviations, and used their resources in downstream distribution channels and some experience in market operations as a "game" of capital with manufacturers. "" Even the phenomenon of "deliberate shoppers" sometimes appears, and a certain manufacturer must be asked: In my site, the customer is not my own. I can't do a market, and other people don't want to do it. All these are the key factors that trigger the contradiction between vendor relations.
It is impossible for one person to make all the money in the industry chain. Direct sales have the advantage of direct sales, and agents have the strengths of agents. In general, industrial products sales, manufacturers will adopt the way to set up local agents at all levels quickly and cost-saving, more close to the market development model, and even in certain industries and countries, such as the United States, the law stipulates that automobiles may not be direct sales, must Authorized agents can sell. In China's laser cutting machine industry, the channel model of the headquarters+office+agent+informal authorized dealers is more popular, which is also in line with the marketing idea of ​​laser cutting machines as industrial products. This channel model will produce the following competition in the development: the competition of agents and offices in the same market, the competition of agents and agents, the cross-border competition of different market agents, and the competition of different brands of agents in the same market... ...
Relatively speaking, manufacturers and agents will be in a stronger position among manufacturers, but this also depends on brands, agents, and geographical markets. In particular, many domestic small brands have little influence on themselves. A single authorized agent simply cannot support an agent and therefore has no binding force on agents. Due to the lower barriers to entry and the emergence of domestic small brands, there are many companies that look for agents to represent their own brands. The competition for large-scale and powerful agents is very common. The agents that are competing with each other gradually evolve. Into a "trust selling" model, that is to say, do not need to take responsibility for the product, whether the product is sold or not, whether it is good or bad, whether the sale is profitable. At the same time, agents do not have corresponding loyalty to manufacturers and brands because their products can and do not do so, and thus the tying behavior of manufacturers to agents is also a blind eye.
Another problem that arises is that, due to price issues and lack of binding force, a large number of agents provide high imitation and substitute products in the after-sales service, so that the quality of the after-sales service of the laser cutting machine industry is uneven, which not only lowers the client machine. Operating costs have also led to a variety of customer conflicts and equipment failures.
The profits of channel providers may be difficult to solve, but the marketing model can be changed. The current distribution agencies are mostly small companies with a few or a dozen individuals. There is no standardized and standardized system. Such companies may gradually be replaced by large-scale chained or MRO sales models. Although the channel wins in the laser cutting machine industry has become a thing of the past, but for the exploration of marketing channels, laser cutting machine companies have never stopped.
With the increasing maturity of laser cutting machines, the competition among brands, products and enterprises is not a single factor competition. In addition to the dominant factors such as price and quality, services, added value, channels, and corporate development strategies, etc. Implicit elements are also an important aspect of the long-term development and sustainable development of enterprises and brands. Only by preparing for brutal competition in a complex market environment can we stand in the world of laser cutting machine brands.
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