Why do you want to be a model-the purpose of the model market

Join χ χ χ and you will definitely make a lot of money! International famous products landed in China! Business language like this appears in a large area in various media that can stick to businesses. A few years ago, there were indeed many small entrepreneurs who wanted to rush into this industry. Seeing such investment information, they called with blood boiling. However, large distributors with relatively extensive information sources and strong financial strength will not pay attention to this kind of information at all. A few years ago, they had their own new product information channel. Nine times out of ten, ignore this kind of information and enjoy it as a joke. They just think it's a deceptive trick. This is also the reason why most call operators who invite investment or join in business projects in the media are only small enterprises. Under the current situation, businesses are becoming more and more rational and mature, and the choice of products is becoming more and more cautious. It is not easy to find a group of excellent dealers in a short time. Only by letting the merchants dispel their concerns and have desires can they reach the cooperation intention. A convincing model market is better than the effect of multiple investment advertisements. Visible and tangible flames are easier to warm people's hearts. In this situation, how to choose the model market has become the primary problem for operators. Who will appreciate this model? -the group we want to ridicule is to find dealers to attract investment, otherwise everything will be in vain. Then, for those who are in charge, the first thing to do is to study the applicant, understand, analyze, lock in and get close to the dealer, and then attract the dealer. Then let's discuss several types of applicants in the domestic market and find out the corresponding market rules. There are many kinds of individuals and enterprises interested in attracting investment in China. Taking individuals and enterprises that pay more attention to product distribution as examples, this paper briefly describes the groups that are concerned at present: some large and medium-sized state-owned regional sugar and liquor food companies or pharmaceutical companies whose enterprise systems and operating mechanisms have been reformed. With some private, collective and fake state-owned units or individuals involved in the field of circulation management in various forms, local circulation enterprises, as the main channel of traditional circulation in China, have been impacted from all sides, and their business habits of facing the south and facing the north and being willing to admit defeat can no longer adapt to the current market competition. Going out, taking the initiative to attack and facing the market have become the first business attitude that circulation enterprises realize. Although some of these distribution enterprises have put down their airs and participated in the bidding of manufacturers or competed with their peers, on the whole, they are small in number, pay attention to the right door, have strict requirements on merchants, and have low probability of actual transaction, so they will not become the protagonists in the investment market. Professional product marketing company. These enterprises are mainly private and joint-stock enterprises, and some of them are restructured from state-owned enterprises. They used various means to get the distribution right earlier and set foot in the distribution field. They often have extremely effective market operation skills, extensive distribution network, stable geographical relations and a skilled marketing team, and sometimes their market operation ability far exceeds that of some small manufacturers, and even they have become the main operators of a certain region or a certain variety. Its means of understanding and selecting distribution products are mainly through peer information, acquaintance recommendation and product advertisements (non-investment advertisements) in the mass media, and it has become one of the big applicants. However, most of these dealers are experienced, professional and profound, and demanding of merchants. The probability of clinching a deal is not very high, but the performance is generally ideal. Entrepreneurial freshmen in other industries. In recent years, a group of units and individuals who have been engaged in other industries, unable to withstand the temptation of profits and role models that have made a fortune in the industry (at this time, people will only pay attention to successful people, thus ignoring the existence of people who lose money), have switched careers or opened up new horizons, and intervened in the distribution and operation of strange products. Most of these units or individuals have considerable start-up funds (perhaps life-saving money), but they know little about the specific operational details and risks of the industry, and their identification ability is poor, which may be induced. Therefore, it has become the most popular person in the eyes of professional households who make money by attracting investment. Therefore, they often appear in the degenerate crowd in the caller field. But despite this, confident successors are still increasing. Such units and individuals constitute one of the most important recruitment groups in China investment promotion market. All kinds of self-employed. This is the most difficult group to grasp in the whole investment market. Among them, there are rich, poor or quasi-poor families, who struggle to get by with a little hard-earned money as starting capital and get involved in the war; There are both industry experts who have been in business for many years and are good at this, as well as laymen who have just gone abroad and know nothing; There are both hard-working and down-to-earth pioneers and lazy and stubborn speculators who dream of getting rich overnight and once and for all. So the real banker group constitutes such a picture of all beings. First, it is small in scale and weak in strength. In the traditional channels, all kinds of wholesale markets and three-level wholesalers facing rural villages and towns are still small in scale and weak in strength. But this part is still the main body and main force of traditional channels, because they have incomparable advantages of emerging channels. Second, the capital flow is not smooth and the credit risk is high. Dealers only have eternal interests, but no eternal friends. Any dealer's attitude towards the upstream is the same: products can't be sold, goods can't be moved, and money can't be paid to you. The credit line is low and the liquidity is insufficient. Once the market is not smooth, accounts receivable will be difficult to recover, resulting in bad debts and dormant account, which will bring unpredictable losses to manufacturers. Third, the network development ability is weak and the terminal coverage ability is poor. The networking of products is a typical example of winning by more, especially the terminal directly facing consumers. Because there are too many dealers of similar products, and they all extend in a certain area; On the other hand, it is weak in persuading and recommending retailers. Fourth, the internal management is not strict, and the personnel team is scarce. Internal management is extensive, and there is no scientific evaluation mechanism and system for the management, monitoring and assessment of employees. Mainly responsible for some distribution work, the real sales work does not involve. To sum up, I think most domestic units or individuals engaged in product distribution are small in scale, weak in strength, tight in funds, poor in reputation, lax in management, short-sighted and short-sighted. Don't think I am extreme. It is a fact that dealers are now living in a gap. The discourse power of downstream terminals is increasing, and upstream manufacturers must face terminals more and more if they want to develop well. In this case, dealers with strength, capital, vision and strategic thinking either go downstream to open large terminals to squeeze other people's funds or try to develop upstream. Regional influence mostly requires cities to have significant influence on their respective regional markets. At present, there are only twenty or thirty big cities in China, but the huge investment in this market leads to too high risk and success will stop. If a mistake affects the overall situation, we will lose the opportunity and conditions to start again. There are more than 200 prefecture-level cities with a population of only about one million. Relatively speaking, most dealers in China operate here, which is the main market for attracting investment. More products have been successfully launched here, driving the national market. This kind of city has the characteristics of secondary cities and is the main regional secondary market. As a model and base area, this kind of city has low investment and good construction, which is characterized by low risk and low start-up cost. You can copy it if you succeed, and it won't have too bad influence if you fail. Because it can enter and retreat, it is the first choice to build a model market. There are many such cities in China, such as Wanzhou in Chongqing, Mianyang in Sichuan, Yuxi in Yunnan, Xiangtan in Hunan, Shiyan and Xiangfan in Hubei, Zhongshan in Guangdong, Beihai in Guangxi, Quanzhou in Fujian, Zhangzhou in Zhejiang, Xiamen, Jinhua, Bengbu in Anhui, Dongying in Shandong, Baoji in Shaanxi, Jinchang in Gansu, Karamay in Xinjiang, Yangquan in Shanxi, Tangshan and Qinhuangdao in Hebei. Anshan, Liaoning, Yanji, Jilin, Daqing, Heilongjiang. Under the influence of local laws. It must also conform to the law of product competitive influence, that is, in the market operation, the sales volume and influence of the products with the highest sales volume are incomparable with other products, and the main purpose of operating the model market is to enhance the confidence of dealers. Therefore, when choosing a model market, we must fully investigate the local competitive products to see if the products have the potential to become the first in this local market. In fact, after the enterprise decides to take the road of model market, only by correctly choosing the position of operating model market according to product characteristics, enterprise strength and investment purpose can it make fewer mistakes and detours. Generally speaking, enterprises should pay attention to the following four aspects when starting this work. First of all, do what you can, don't be greedy. Many enterprises have always wanted to take Beijing and Shanghai as a model market, but the operating cost is huge. If the enterprise forcibly starts without huge financial resources to support the expenditure, it may not only encounter the problem of long start-up period, but also cause premature abortion of new products due to insufficient funds. Secondly, it is easy to find an upset. Generally speaking, economically developed areas account for half of China's product consumption market. Some enterprises want to withdraw funds quickly, and their eyes are only on the markets in economically developed areas. It is extremely dangerous for everyone to squeeze the door together. Because the actual situation of product investment in China is hot in the north, warm in the south and cold in the south, the most difficult areas to attract investment are East China and South China, and relatively speaking, Northeast China and Northwest China are the easiest areas to attract investment. Therefore, choosing a model market in those areas has low cost, high probability of success and easy and rapid return on investment. Third, we can't ignore product features. Some enterprises like to start from larger cities first, because the characteristics of products are not well publicized, which can easily lead to failure. As we all know, advertising control in East China is relatively strict. If the main propaganda means cannot be implemented smoothly, the model market will not be successfully launched. Finally, the pilot cities should be suitable for overall marketing. For products mainly promoted by newspapers, there must be a good newspaper reading atmosphere in the local area and newspapers with large circulation and high cost performance. Products mainly promoted by TV publicity should have local TV stations with higher ratings. Products that focus on conferences, free clinics and activities should choose cities whose external environment can support these marketing behaviors. To become a source of funds for the model market, one is that dealers pay. Manufacturers are familiar with products, dealers are familiar with local markets, and the two sides complement each other. It should be said that the successful start of the vehicle market is relatively guaranteed. The other is that the manufacturer pays for it himself. Market risks are borne by ourselves, profits are enjoyed by ourselves, and the team is in control, which means that flexible people can make the market the fastest and most economically. The advantage of dealers paying for models is that the upfront capital investment of manufacturers is relatively reduced. Dealers are relatively familiar with the hidden rules and administrative relations in the local market, which may reduce the resistance of products entering the market and avoid administrative and social extortion. Mature old dealers have cooperative terminals and distribution networks, giving new products a chance to borrow goods. Everything has two sides, and modeling through dealers may have many disadvantages. Mature dealers have mature products, which makes it impossible for them to concentrate their energy and money on your products. Dealers may not fully understand and agree with the business and marketing strategies of manufacturers, and may have various disputes with the people who make the models of manufacturers. What dealers need is short-term benefits. If the profit margin of the product is not profiteering, the dealer will not support the long-term strategic vision of the manufacturer, so it is difficult to make the product the first in the market. Manufacturers must never manipulate the model market by supporting dealers' funds through credit sales. Paper can't be wrapped in fire, and it will soon spread all over the dealer group, and then everyone will come to you for credit. The disadvantage of the market model in which manufacturers pay for themselves is that all the money must be invested by themselves, and all the capital risks must be borne by themselves. Do all the work related to the market by yourself. Of course, there are many benefits. You can form and train your own team. All kinds of information can be transmitted quickly, we can know the truth of the market, we can sum up feasible marketing plans and specific operation details, and it is easier to become the first brand in the market and produce magnetic field effect. A successful model market should have the following characteristics: to be a representative model market and to create a market by yourself are two concepts, and the model market must have the characteristics of a certain type of market in order to make dealers have a sense of identity; On the one hand, the launch of replicable market can be used as a living advertisement for investment enterprises, on the other hand, it can also explore the launch mode of products, so this kind of market must have good replicability. Find out the first person who eats crabs, establish a model market or a self-operated market (gain on-site marketing experience, train the first-line marketing team, provide evidence for adjusting the pre-marketing plan, and in turn get some applicants to sign) to prove making money, so as to dispel the fear of risks in the banker's mind with examples and let him invest in the market rationally and boldly. At present, dealers inspect the project in many aspects, including enterprises, products, models, profits, support and so on. Not limited to the quantity and quality of advertisements.