Editor's note: It is often said that dealers do branding for other people to do the wedding, and others say that the headquarters brand is not big, how do dealers do? According to the "four-wheel drive" theory, these remarks are wrong Because only four wheels are driven together, the brand can become bigger and stronger.
Bigger brands can bring huge profits to dealers, and they can support dealers to grow bigger and stronger. Therefore, the distributor must make it clear that the brand is the headquarters and it is its own, and the distributors must form alliances with the headquarters to achieve a win-win situation.
Advertising alone can't afford the brand's operation requires two things: one is advertising investment; the other is channel-driven.
In China, if a growing brand wants to grow big, is it likely that it will be driven by advertising? A growing brand, the profits generated by its products cannot support it to a large media to advertise. I often joke that if a company's annual sales can't reach 300 million yuan, the investment in TV advertising need not be considered, and even the advertising investment in newspapers does not have to be considered, because it cannot afford it.
Large enterprises are camels, there are reserves of nutrients in the stomach, there is no problem to eat or drink for seven days and eight days. But the small business is a rabbit and eats grass every day. Today, he will starve to death without eating tomorrow. In other words, if a growing company wants to become a brand, it must do it while growing.
No sales, no brand, no sales, no brand, no channel, no brand. The key to the brand operation of a growing company is first of all to make sales well, and secondly to do a good job of channel network layout. If these two aspects are done well, there will be the possibility of becoming a well-known brand.
It is not difficult to find that many brands do channels, networks, and reach a certain market share before advertising. Advertising is the icing on the cake and it is by no means a gift from the snow. Investment in this type of branding operation is a relatively simple method. The truly benign and scientific approach is the expansion of market networks, the expansion of channels, and the enhancement of sales capabilities, so as to make the brand bigger.
The expansion of sales and channels depends on the efforts of dealers. Therefore, brand operation is not only a matter of the headquarters of the manufacturer, but also depends on the joint efforts of distributors all over the country to enlarge the sales and enlarge the channels. The brands we sell can be bigger.
The brand needs four-wheel drive to drive the growth of any brand. It is not just the headquarters. It is driven by four wheels: the first wheel is the brand headquarters; the second wheel is the dealer; the third wheel is the terminal store The fourth wheel is the consumer.
Brand headquarters, distributors, terminal stores, these three levels to make money, ultimately rely on consumers to pay. In other words, if the fourth wheel consumer does not respond, the first three wheels have no value. The headquarters sent the product to your warehouse. You did not sell it and returned to the warehouse of the headquarters. You sent it back and forth, not only did not make money, but also consumed logistics, transportation, staff salaries, and so on. So if you want to make the brand well, all four wheels must move. The purpose of the first three wheels is to make the last wheel move - pay for it.
Dealers must be "upright"
Dealers do branding, there must be the concept of uprightness.
The dealer’s wheel is the brand headquarters, the following wheels are terminal stores and consumers, sandwiched in the middle, up to the sky - consistent with the headquarters, inherited the influence of the headquarters brand, and strive to obtain more brand resources; Going down to the ground - to build the terminal, expand the terminal, impress consumers and sell the product. From this point of view, the position of the dealer is very important, just like a person's neck, the head above the neck is the brand headquarters, the following waist and legs are terminal stores and consumers.
The growth of a brand is not a matter of which part. It requires four wheels to move at the same time. Moreover, for a healthy brand, every wheel should receive benefits, the brand headquarters must make profits, the distributors must make profits, the terminal stores must make profits, and the consumers must get good products. This is the concept of brand four-wheel drive.
After winning the alliance with the manufacturer and clarifying the importance of the brand to dealers, what distributors need to do is to form an alliance with the factory headquarters to achieve a win-win situation. why?
What is the concept of a win-win situation among manufacturers? The common goal of the three wheels in the upper reaches is to pay for the fourth wheel of consumers. Therefore, these three wheels have no choice but to make a good relationship with each other. Pay the bill. To put it plainly, the key to everyone's cooperation is one word: money, that is, interest. This is a time for a group to make money. Everyone must cooperate sincerely and win-win by the manufacturer in order to share benefits.
It is not only for the distributors to expand their markets but also for the headquarters. This means that they must consider empathy and build a win-win relationship. This is the best relationship between distributors and manufacturers. In other words, the relationship between distributors and manufacturers is a strategic alliance, which requires both parties to achieve win-win cooperation. The relationship between distributors and manufacturers, in the earliest era of wholesale (also known as the era of flash goods), is a type of transaction in which one hand pays for the delivery of one hand, and the cooperation between the two is loose. The trend of development in recent years is that the headquarters control consumers through controlling dealers and controlling terminals. In this way, through the form of franchise stores, a strategic alliance is formed in the upper reaches. You are good, I am fine, and everyone is good.
As mentioned earlier, the brand is not just a matter of the headquarters of the factory. The dealers and terminal stores must contribute to the brand, because we emphasize four-wheel drive. Only the distributors and the headquarters work together to make the brand a good one. In a win-win situation, only companies can achieve a win-win situation, can we all grow brands together.
Nowadays, business is getting harder and harder. What should we do? The development of the market also requires manufacturers to win together. For example, if a dealer takes over the Henan market, Henan’s cities, counties, and counties will have to rely on businesses to expand. If the dealer encounters a bottleneck in the expansion, this time, if there is a headquarters behind the support, such as The goal set by the headquarter is to focus on promoting the Henan market this year. All resources should be tilted toward Henan, and the brand summit should also be opened in Henan. Then Henan can get more support. This will make it easier for dealers to develop local markets. . Therefore, the harder the market is to do, the more we must rely on everyone to become a large aircraft carrier before we can capture the market.
There is a saying that there are heights and lengths: The dealer must have height. Because our headquarters is high.
Everyone knows that the waters of the Yangtze River come from heaven, and they roll east to the sea. Why is the Yangtze River flowing so far? It is because of its high source in Tanggula Mountain.
With a high degree of deciding the distance, the higher the brand height of the headquarters, the greater the potential energy generated by the sales of the products. The distributors must use the potential energy of the brand to sell the products to the terminal and the consumers. Dealers can only become bigger and stronger with the help of the potential energy generated by the brand.
Therefore, the headquarters brand is not big, and the relationship with the dealers is too big. Both parties must work together to promote the headquarters to make the brand bigger and stronger, so that distributors can become bigger and stronger.
Bigger brands can bring huge profits to dealers, and they can support dealers to grow bigger and stronger. Therefore, the distributor must make it clear that the brand is the headquarters and it is its own, and the distributors must form alliances with the headquarters to achieve a win-win situation.
Advertising alone can't afford the brand's operation requires two things: one is advertising investment; the other is channel-driven.
In China, if a growing brand wants to grow big, is it likely that it will be driven by advertising? A growing brand, the profits generated by its products cannot support it to a large media to advertise. I often joke that if a company's annual sales can't reach 300 million yuan, the investment in TV advertising need not be considered, and even the advertising investment in newspapers does not have to be considered, because it cannot afford it.
Large enterprises are camels, there are reserves of nutrients in the stomach, there is no problem to eat or drink for seven days and eight days. But the small business is a rabbit and eats grass every day. Today, he will starve to death without eating tomorrow. In other words, if a growing company wants to become a brand, it must do it while growing.
No sales, no brand, no sales, no brand, no channel, no brand. The key to the brand operation of a growing company is first of all to make sales well, and secondly to do a good job of channel network layout. If these two aspects are done well, there will be the possibility of becoming a well-known brand.
It is not difficult to find that many brands do channels, networks, and reach a certain market share before advertising. Advertising is the icing on the cake and it is by no means a gift from the snow. Investment in this type of branding operation is a relatively simple method. The truly benign and scientific approach is the expansion of market networks, the expansion of channels, and the enhancement of sales capabilities, so as to make the brand bigger.
The expansion of sales and channels depends on the efforts of dealers. Therefore, brand operation is not only a matter of the headquarters of the manufacturer, but also depends on the joint efforts of distributors all over the country to enlarge the sales and enlarge the channels. The brands we sell can be bigger.
The brand needs four-wheel drive to drive the growth of any brand. It is not just the headquarters. It is driven by four wheels: the first wheel is the brand headquarters; the second wheel is the dealer; the third wheel is the terminal store The fourth wheel is the consumer.
Brand headquarters, distributors, terminal stores, these three levels to make money, ultimately rely on consumers to pay. In other words, if the fourth wheel consumer does not respond, the first three wheels have no value. The headquarters sent the product to your warehouse. You did not sell it and returned to the warehouse of the headquarters. You sent it back and forth, not only did not make money, but also consumed logistics, transportation, staff salaries, and so on. So if you want to make the brand well, all four wheels must move. The purpose of the first three wheels is to make the last wheel move - pay for it.
Dealers must be "upright"
Dealers do branding, there must be the concept of uprightness.
The dealer’s wheel is the brand headquarters, the following wheels are terminal stores and consumers, sandwiched in the middle, up to the sky - consistent with the headquarters, inherited the influence of the headquarters brand, and strive to obtain more brand resources; Going down to the ground - to build the terminal, expand the terminal, impress consumers and sell the product. From this point of view, the position of the dealer is very important, just like a person's neck, the head above the neck is the brand headquarters, the following waist and legs are terminal stores and consumers.
The growth of a brand is not a matter of which part. It requires four wheels to move at the same time. Moreover, for a healthy brand, every wheel should receive benefits, the brand headquarters must make profits, the distributors must make profits, the terminal stores must make profits, and the consumers must get good products. This is the concept of brand four-wheel drive.
After winning the alliance with the manufacturer and clarifying the importance of the brand to dealers, what distributors need to do is to form an alliance with the factory headquarters to achieve a win-win situation. why?
What is the concept of a win-win situation among manufacturers? The common goal of the three wheels in the upper reaches is to pay for the fourth wheel of consumers. Therefore, these three wheels have no choice but to make a good relationship with each other. Pay the bill. To put it plainly, the key to everyone's cooperation is one word: money, that is, interest. This is a time for a group to make money. Everyone must cooperate sincerely and win-win by the manufacturer in order to share benefits.
It is not only for the distributors to expand their markets but also for the headquarters. This means that they must consider empathy and build a win-win relationship. This is the best relationship between distributors and manufacturers. In other words, the relationship between distributors and manufacturers is a strategic alliance, which requires both parties to achieve win-win cooperation. The relationship between distributors and manufacturers, in the earliest era of wholesale (also known as the era of flash goods), is a type of transaction in which one hand pays for the delivery of one hand, and the cooperation between the two is loose. The trend of development in recent years is that the headquarters control consumers through controlling dealers and controlling terminals. In this way, through the form of franchise stores, a strategic alliance is formed in the upper reaches. You are good, I am fine, and everyone is good.
As mentioned earlier, the brand is not just a matter of the headquarters of the factory. The dealers and terminal stores must contribute to the brand, because we emphasize four-wheel drive. Only the distributors and the headquarters work together to make the brand a good one. In a win-win situation, only companies can achieve a win-win situation, can we all grow brands together.
Nowadays, business is getting harder and harder. What should we do? The development of the market also requires manufacturers to win together. For example, if a dealer takes over the Henan market, Henan’s cities, counties, and counties will have to rely on businesses to expand. If the dealer encounters a bottleneck in the expansion, this time, if there is a headquarters behind the support, such as The goal set by the headquarter is to focus on promoting the Henan market this year. All resources should be tilted toward Henan, and the brand summit should also be opened in Henan. Then Henan can get more support. This will make it easier for dealers to develop local markets. . Therefore, the harder the market is to do, the more we must rely on everyone to become a large aircraft carrier before we can capture the market.
There is a saying that there are heights and lengths: The dealer must have height. Because our headquarters is high.
Everyone knows that the waters of the Yangtze River come from heaven, and they roll east to the sea. Why is the Yangtze River flowing so far? It is because of its high source in Tanggula Mountain.
With a high degree of deciding the distance, the higher the brand height of the headquarters, the greater the potential energy generated by the sales of the products. The distributors must use the potential energy of the brand to sell the products to the terminal and the consumers. Dealers can only become bigger and stronger with the help of the potential energy generated by the brand.
Therefore, the headquarters brand is not big, and the relationship with the dealers is too big. Both parties must work together to promote the headquarters to make the brand bigger and stronger, so that distributors can become bigger and stronger.
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