Home textile fabric enterprises do a good job in domestic sales of two magic brands and channels

The number of brands in the cloth industry is increasing, and the phenomenon of product homogenization is getting more and more serious. With the shrinking of the export market, the problems of domestic channels have become increasingly prominent.

At the beginning of the development of the cloth industry, most companies only focused on overseas markets and did not pay attention to brand building. Up to now, after the overseas market has suffered setbacks, they have turned to domestic sales and busy investment, and expanding the domestic market share has become the top priority of the development of the transformation enterprises. However, in the face of the fact that the domestic market is difficult to attract investment, the transformation enterprises must go out of the strange circle where the dealers have low survival rate and have taken away and gone. How to solve this problem?

Join the chain heavy brand

As the fabric market matures, the way to join the business is less investment and less risk than its own independent operation. Therefore, many companies lock market development on distribution agents. In Europe and the United States, for every $3 spent by consumers, one of them is realized through a franchise distribution system, which fully demonstrates the importance of distribution chain channels.

Enterprises and franchisees must go through a two-way selection process, and the investment process is like falling in love. Of course, high-quality brands will be sought after by most people. There are many opportunities for selection. The quality of investment is good, the success rate is higher, and it is easy to form a virtuous circle. This is why joining KFC and McDonald's will cost millions of dollars, but there are still many reasons why people are rushing.

Key operating specialty store

For small and medium-sized enterprises with weaker strengths, how to open up the domestic market is the key. SMEs can adopt a small-scale investment approach, first consolidate the existing regional market, and then selectively explore the surrounding markets.

For specialty stores, it is important to operate, because the store is the most direct way to display the strength of the company and the brand image. Therefore, management must be in place, and good after-sales service is also the guarantee of the interests of dealers and customers.

Business and dealer win-win

Interests are always the focus of competition between enterprises and distributors. How to balance interest relations and how to make dealers have higher loyalty is an urgent problem for current cloth enterprises. As for the marketing method, we should learn from the "Gree model", the stone of other mountains, can attack jade.

In the 1990s, the competition in the air-conditioning market was fierce, and merchants were still losing money in the way of price reduction promotion. In view of this, Gree Electric has successively created the “off-season discount rebate” and “year-end rebate” policies in the home appliance industry, and even has occasional rebate policy. This move allows dealers to obtain tangible benefits, to stabilize the dealers well, and thus to establish Gree's leading position in the industry. For companies, how to stabilize dealers is an art.

Gree Electric's off-season interest rebate and year-end rebate is a sales model with Chinese characteristics. The rebate policy enhances the dealer's sense of security. Choosing the agent Gree is equivalent to choosing confidence and reassurance, and has a sense of identity with the company.

Dealers, like end customers, need a mechanism to stabilize them. In fact, stabilizing dealers is the premise of stabilizing customers. A dealer is equivalent to a customer base. Only by balancing the interests of the manufacturers can we achieve unified management, unified procurement, unified image, unified planning, and low-cost operation. .

Standardize market operations

For a company, honesty is fundamental, and without integrity, companies have no market. For enterprises to develop and brands to be promoted, they must work together with distributors.

First of all, we must have quality products for security, scientific management and market operation system to promote development. Secondly, we must have a win-win concept, the company will do a good job of dealers, give dealers more support and help, and improve dealers' loyalty.

At present, many companies in order to quickly seize the market, investment in the odds. For example, when companies introduce investment promotion conditions, they are extremely exaggerated. When the investment is successful, regardless of the dealer’s “life and death”, they will neither guide them to marketing, nor call the service, and will not visit the market. The customer, let the dealer have a feeling of being deceived, the cooperation relationship will not last long. For the dealers, it is an economic loss. For the manufacturers, it is the loss of reputation and reputation.

Intensive training to help dealers grow fabric export enterprises to build a solid channel, but also need to strengthen the guidance and training of dealers. Under normal circumstances, the channel dealers' management ability and risk resistance ability are weaker than those of enterprises, and the quality of personnel is relatively low. Many dealers hope to receive systematic training in management, marketing and human resources. For enterprises, not only must introduce product knowledge to dealers, but also introduce them to corporate culture and management concepts, and help them develop overall marketing plans, train sales staff, and assist in guiding the implementation of various promotional activities. This is undoubtedly also helping companies to develop sales channels and improve their ability to control the channels.

In short, only if the interests of dealers are taken as the top priority, they will work together with the company to improve the terminal market. Cloth export enterprises want to switch to the domestic market, build a strong brand, and build a quality dealer team.