The third type: the compound mode of agricultural products wholesale market+platform sales or network sales. The only way for wholesalers in farmers' markets to regain their lost advantages is to innovate their functions, change "sitting in business" into "doing business", improve their service awareness as soon as possible, strengthen their distribution functions and have the ability to distribute goods, and directly supply to terminal retail stores to serve consumers outside the second batch. In addition, wholesalers in the farmers' market can choose regions, choose the second batch of merchants who often come to purchase goods, establish long-term and stable supply and marketing relations with them, form their own sales network, and combine radiation advantages with online sales and platform-based deep distribution advantages. The fourth mode: the compound mode of online sales and direct sales. With the rapid development of supermarkets today, relying entirely on online sales and expanding supermarkets through distributors has hindered the development of sales. Based on online sales, supplemented by some direct selling forces, manufacturers can directly make special terminals that are difficult for large supermarkets and distributors to set foot in, which can not only directly control the key points, but also fill the gaps and play a role in controlling and regulating the whole market. Of course, it is impossible for any enterprise to have a universally applicable sales channel model. Enterprises must make scientific analysis according to their own conditions, regional market characteristics and competitors' situation, and constantly adopt more effective models to adapt to environmental changes. In order to further illustrate the influence of market network and sales channels on the survival and development of enterprises, the author takes the food and beverage industry as an example.
Explain its reasonable sales model and corresponding operation model as follows:
First, straighten out the relationship. In order to avoid vicious price cuts or other competitive behaviors that harm the interests of enterprises, major distributors in urban areas will coordinate the distribution of supermarkets in the city. It has been made clear which dealer can continue to supply the store, but a detailed list must be made for mutual recognition. Under normal circumstances, it is not allowed to supply directly to the other shopping mall. For shopping malls and supermarkets that have not yet determined who can supply directly, fair competition can be conducted on the basis that the supply price is not lower than the enterprise's price limit, or the enterprise can negotiate and allocate, and then cooperate with business personnel and policies to allow both parties to supply directly to their own stores.
Second, ensure supply. After it is clear that the dealers directly supply the shopping malls, it is also clear about the market operation responsibilities of both parties. At that time, most shops in downtown were out of stock. On the one hand, the dealer failed to deliver the goods in time, on the other hand, it was out of stock. To this end, the enterprise came forward to reach an understanding with the dealer, demanding to ensure that the supply of shopping malls is sufficient and timely. If there is always a phenomenon of out-of-stock, the enterprise will come up with policies and personnel to help the other party obtain the direct supply right of this shopping mall and supermarket. Of course, if dealers can provide sufficient and timely supply, there will be corresponding incentive policies for enterprise contracting.
Third, do a good job of showing. Because the general catering is distribution rather than direct sales, it is the dealers and their salesmen who are most closely related to the business of each hypermarket. Although the sales representatives of enterprises will display their products in a standardized way when they visit various hypermarkets, in order to ensure the best display of enterprise products, it is necessary to mobilize the enthusiasm of dealers and their salesmen. Dealers provide shopping malls, and salespeople provide shopping malls. Enterprises achieve this goal by implementing the standard display incentive policy.
Fourth, smooth the wholesale channels. The first is to choose the second batch, and the second batch of merchants is not well chosen, that is, to choose the second batch of merchants who are more stable, have certain financial strength, sell in fixed areas and have the ability to deliver goods, and choose 1 ~ 2 in all districts of the city. On this basis, three batches were widely opened. The most direct and effective way to develop three suppliers is to promote sales with prizes. Enterprises set grades and prizes, and before the arrival of the peak season, they launched a wide range of promotional activities in the second batch of merchants to attract three batches of merchants to purchase goods. On the one hand, we sell our own products, on the other hand, we squeeze the payment for competing products, so as to achieve the goal of selling and hitting our opponents.
Fifth, increase the number of goods delivered. Enterprise products will eventually be sold in retail outlets. Through investigation, it is found that retail outlets are generally out of stock. Therefore, it is necessary to improve the distribution rate of products to promote sales. In addition to opening three batches and gradually improving the distribution rate by using our existing channels, other effective methods can be adopted:-looking for two or three batches of merchants with fixed retail outlets and willingness to deliver cars. -Delineate the distribution area so that the distribution can be completed within one week. -Spare special personnel and special vehicles to deliver goods, supplemented by incentive policies. Wholesale households send product price lists and their own contact information. -Register the retail outlets of commodity distribution, so that enterprises can check the goods and replenish them in time in the future. -There are certain rewards for the merchants who deliver the goods in the second and third batches. In addition to the complimentary goods, they can also provide account opening fees or other incentives.
Sixth, properly handle the problem of grabbing goods. On the one hand, we must rely on strict constraints from enterprises, on the other hand, we must create a good market atmosphere to keep dealers consistent with the outside world. The specific method is: when foreign products are dumped at a low price in the market, large distributors can quickly join hands to buy them all, and then order foreign distributors to redeem the products at the original price, otherwise they will sell them all back to their foreign markets at a lower price. There will be restrictions unless the foreign distributor doesn't want to deal in the company's products any more.