Xiaobianyu: There are many channels for buying home building materials nowadays. The increase in market competition pressure will inevitably lead to the phenomenon of “stepping over the borderâ€, which is what people commonly call “gross goodsâ€. Speaking of "selling goods," I believe that many plate merchants will not be unfamiliar. The phenomenon of “defective goods†not only disturbs the normal sales order in the market, and in the long run, the small and medium-sized dealers are generally withered, and the large-scale dealers in the formal operation are unbearable, and the plate company reputation and channel system will be greatly hurt! It may be fatal.
"Selling goods" discourages plate makers
“Our goods†invaded the market and disrupted sales order, bringing great economic losses to most of the normal operating board dealers' friends and causing people to suffer from it. But for a long time, the practice of “selling goods†has continued even more. Intensified, even in some big brands with strong brands, they could not do so. The reason is nothing more than a huge chain of interests behind the goods. But fundamentally speaking, there are hundreds of harms and no benefits to the “sold goodsâ€. Both plate manufacturers and distributors should maintain absolute vigilance against them, otherwise it is tantamount to igniting the fire!
Perhaps many people do not understand, what is the bulk goods? The official definition is: dealers set dealership agreements and manufacturers long-term interests in disregard for product sales across regions. This may not be easy to understand, for example, is that A dealers do not follow the rules, not only sell their own products deliberately on the B dealer's site, but also put the price down to the level of infinitely close to the cost of sales. In order to seize more markets, the policy of obtaining suppliers or first-level sales personnel is tilted or even rebate subsidies. To put it bluntly, it is to use unjustified partial dumping to grab business. This kind of action is shameful, but it is also very scary!
Cross-regional red cargo impact on the order management
It is terribly scary because this sales model will cause the market to plunge, price confusion, and even seriously affect the reputation of the manufacturer. Why do we have to divide regional agents and give them exclusive rights? It is nonetheless because the level of income level in each region is different from market demand. This requires different regions have different pricing mechanisms and product features. As a result, plate dealers and exclusive agents are particularly important, because only the plate manufacturers' product sales system and price system will be able to seamlessly connect with the local market and realize the marketing effect according to local conditions. However, not all board dealers are willing to take reasonable steps to earn a reasonable profit. Some board dealers with ulterior motives, especially large distributors, are stunned by their interests and will try to invade the market of other dealers, and “stocking†is a good choice.
Imagine that every dealer has its own "fish pond." The hard-boiled seedlings finally grew up. As a result, the “Palace next door†played the “helping†spirit overnight to help fish out the fish. Can the dealer who is the “pond owner†promise? Certainly want to revolt! Earlier to reduce production! Report complaints? "Pharaoh" above nobody dared to control! In the end, I am afraid it can only be closed down. Cross-regional redundance of goods on the order of the channel management is fatal. If the fish in their own fish ponds are taken away by the next king Pharaoh, who is willing to put the fry, every day discharge? If the fish is the end of the bamboo basket to fetch water, why not go to raise chickens and raise ducks? The final result of the goods must be that most of the fish ponds are empty and there is a pool of stagnant water.
"Selling goods" to perpetrate harm to others
The same is true for the sheet metal industry. Often those dealers who dare to "sell goods" and are willing to "sell goods" are still relatively large distributors with relatively large scale and relatively long connections. They have resources in their hands, and manufacturers and agents are afraid to offend and expect to bring in more sales; but for their “fighting†actions, they do not do too much, and most of them also Only one eye closed." However, those who suffer from crimes are those small and medium-sized dealers who are not concerned about the damage to their interests. There is no rebate or subsidy, nor are they concerned. Their situation is really embarrassing and tragic!
But don't forget that invading other dealers' markets will inevitably depend on price competition and higher channel costs. If you remove corporate subsidies and rebates, then this marketing model is inherently inefficient. In the long run, small and medium-sized dealers are generally withered, and the large dealers in the formal operation can't afford to be disturbed. Corporate reputation and channel systems will be greatly hurt! This kind of injury can be fatal in many cases!
"Selling goods" and "pressing goods" cycle from the consequences
The number of "defective goods" was increased, and small and medium-sized distributors could not sit still. Unprofitable dissatisfaction, but did not dare to "tap" quit. Why is this? Because the panel makers “have the tricksâ€, in addition to the “margin†and “liquidated damages†and other penalties when signing agency contracts, they are distributed out of “We have confidence in youâ€. A large number of stocks! Um, that is, "pressing goods" slightly! You do not want to act as an agent and ask me to return money? I am sorry that the company does not have cash, and it is not necessary to offset your goods. Anyway, it is not to pay the balance. Many manufacturers are often complacent with this, went to the inventory and left an agent, killing two birds with one stone!
However, is it really true? In fact, for distributors, “selling goods†and “pressing goods†are twin brothers who are accompanying each other. Without a large number of goods, it is impossible to have the ability to pick up goods, and it is difficult to have a strong ability to load goods without the practice of selling goods. For the plate makers, "pressing goods" did go to the inventory to increase the performance of cash, but only to the value of the "burden" thrown to the dealer only.
Sometimes, some companies often set unrealistic sales targets for distributors in order to go public or increase their brand value, and sell products in large quantities to dealers through “pressing goodsâ€. As soon as the purchase price has been paid, it will remain indifferent, and regardless of whether it can be sold or not, it will continue to expand its production capacity and continue to “press the goods†in the coming year. This in fact also fueled the arrogance of some big distributors: "You give me such a big sales pressure. I don't want to sell the site." And the salesman of the company's subordinates is quite supportive. Because the more years they sell, the more prizes they end up selling, and it doesn’t matter who sells them.
However, those dealers who are law-abiding are only able to watch as “goodies†run rampant, liquidity and profits are getting less and less, and “pressing goods†are increasing. Then what will they do next? In fact, it's not hard to guess. Either go to "fight" or decisively break away from the "bottomless hole" of the agent!
But I believe that most dealer friends are moral and professional. They will not choose to go to "sell goods," but they can at least be separated from such unrealistic and unprincipled enterprises. After all, "long pain is worse than short pain," what is the point of loss, what is wrong with this kind of birdishness, and the most important thing is, why not make money! Use fake goods to create fake and prosperous dealers. Many are just dreams of tomorrow; with "pressing goods" to retain distributors of sheet companies, the scale is big, but it is only a big deal of happiness. The "marketing goods" is only a scary market structure, "pressing goods "Our pressure is the company's many years of business! We are willing to plate dealers to regulate the operation and refuse to "sell goods". We sincerely hope that the plate companies will put an end to "pressing goods." After all, it will take a long-term vision to do better!
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