Gold content of the hottest in-depth distribution

Deep distribution: the gold content of instrument channels

the industrial chain of instrument industry consists of R & D, production, channel distribution, logistics distribution, after-sales service, spare parts and other links, and channel distribution is the most important link in the value circulation of the whole industrial chain, and also the most complex link in the management of instrument industry. According to the analysis of "yishanghui" Enterprise Research Institute, due to the small number of single products purchased in the instrument industry, a single manufacturer can not meet all the needs of users and other industrial characteristics, the channel providers in the instrument industry are large-scale and complex, which will affect the speed of product circulation and the effectiveness of after-sales service. How to effectively improve the service content of instrument channels is the topic we are discussing today. Next, we will analyze the distribution channels and deep distribution one by one

I. The concept of distribution channel

place channel refers to the enterprises and individuals that obtain the ownership of such goods or help transfer their ownership when goods move from producers to consumers

Second, the structure of distribution channels

distribution channels are composed of five processes, namely entity flow/ownership flow/capital flow/information flow/promotion process

specific formats of distribution channels in the instrument industry:

manufacturer dealer (packer)

agent dealer (packer)

agent end user

agent wholesaler dealer (packer) - end user

1. Direct sales channel

the manufacturer organizes the sales team to directly sell the instrument to end users. There are six main ways of direct selling: door-to-door sales/online sales/sales/bidding sales/manufacturers set up their own stores/consumers or users order directly from producers

2 Indirect channels

instrument manufacturers and end users have joined the Reseller's reselling activities, and the reseller assumes the function of commodity circulation. The forms of indirect channels include: brand agents/wholesalers/distributors (packers) and other channels

III. characteristics of distribution channels in the instrument industry

1 The starting point of the distribution channel of the instrument industry is the producer, and the end point is the user unit

2. In this circulation process, there are mainly two kinds of transfers: one is the transfer of commodity ownership, and the other is the spatial transfer of commodity entities

3. The main body of the instrument distribution channel is the agent/dealer (packer)

4. In the instrument distribution channel, there are also capital flow, logistics, business flow, information flow and promotion flow related to the transfer of commodity ownership

5. For example, the core of the distribution channel of graphene based high-density porous carbon materials and instruments is relationship marketing, and the social contract relationship between the distribution channel and users has been formed for many years

6. The distribution channels of the instrument industry bear all the risks of upstream cash transactions + pressure on goods, downstream credit, return and exchange, dead account, advance payment, after-sales service and marketing

IV. new ideas of deep distribution

deep distribution is a new term in the marketing industry. Its original definition in the marketing industry is: the manufacturer sets up a team to distribute and cover the areas or terminals that the agents and dealers cannot cover or are unwilling to cover, so as to achieve a higher marketing model of market share. Several key points:

1. The work is completed by the manufacturer, which is the responsibility of the manufacturer

2. Its target is a broad market, which is an area or terminal that agents and dealers are unable to cover or are willing to cover if they do not make efforts to build the park brand of "international deep-water port, circular economy zone, green new port city"

3. Its purpose is to make up for the "channel defects" of dealers or agents

however, with the development of Internet and mobile Internet, the marketing mode has also achieved "iterative" upgrading with the changes of the times, and the competition situation has become increasingly fierce. The "Deviation" between the original intention and the result of this marketing mode is becoming more and more serious, and the disadvantages are becoming more and more obvious:

1. Due to the increase of labor costs, the sales revenue increases, but the profit decreases sharply, resulting in a sharp decrease in marginal income

2. The marketing team is expanding rapidly, the organizational structure is becoming increasingly complex, and the management problems are becoming increasingly prominent

3. Enterprises' in-depth distribution only focuses on areas with high customer density, and remote areas are unwilling to cover the impact on the original distribution system

various signs show that deep distribution has become difficult to control in the instrument industry, but distribution is the only choice for small and medium-sized instrument manufacturers in China at present. Therefore, it can only be improved. According to its functions and division of labor, it is redefined as: deep distribution v2.0

"deep distribution v2.0" refers to the marketing model in which the manufacturer provides market support and encourages dealers and distributors to complete distribution coverage of areas or terminals that the manufacturer cannot cover. The key points are:

1. Deep distribution is completed by regional agents or dealers. Because only commodity circulation enterprises can have a self built and perfect "supply chain" to ensure that products meet market demand in the shortest time

2. The purpose of in-depth distribution is to make use of the "channel advantages" of agents and dealers to make up for the "channel defects" of the manufacturer. Because local agents and dealers have been working in the local area for several years, they are familiar with the local business culture and hidden rules, have rich network resources, and can quickly cover local customers

3. The core idea of deep distribution v2.0 is that we must abandon the marketing concept of "dealers are porters", and should complete their respective market functions under the premise of reasonable division of labor, while "sharing" channel profits

4. Do a good job in localized after-sales service: we must make full use of the advantages of agents and dealers in the region to train distribution channels in service awareness and service skills, and make a deep change from simple commodity handling to comprehensive service providers

"yishanghui" Enterprise Research Institute believes that in the era of Internet and mobile Internet, information is bound to revolutionize the backward production mode of "small and comprehensive" and "large and comprehensive". The access to information is becoming increasingly extensive. The era of relying on information symmetry to obtain high profits will finally be gone. At the same time, the fragmentation of instrument channels will become more and more serious, and some customer resources will be scattered from brand agents to resource dealers, Deep distribution is closer to the terminal. Enterprises should pay more attention to the depth and the existence of deep distributors. This is a difficult change for Xi 1. Inspection points before startup: it is difficult for instrument manufacturers who are used to being shopkeepers. Only by cultivating a deep distribution channel team with after-sales service ability can they adapt to the changes and development of the times. Those who dare to realize self revolutionaries often die and are reborn