Yesterday, a ceramic tile dealer owner who had almost never contacted Lao Zen suddenly came to Sent a message to Lao Chan on WeChat.
It doesn’t matter what the content of this message is, even if it was sent to Lao Zen by mistake. Very possible; importantly, I found that his avatar has changed, by< strong>B brand's promotional poster has becomeS brand promotional posters.
What does this mean?
Veterans in the ceramic industry will understand at a glance:This means that the dealer owner has changed brands.
inUnder today's market conditions, it is common for dealers to change brands, and it is not a big deal at all. But what Lao Zen is very curious about is that this dealer owner has been operating brand B for nearly 20 years. He has been doing very well in the past, so why does he suddenly want to change brands?
As we all know, he earned his first pot of gold and became rich by acting as an agent for Brand B. Expensive. Many people also know that whether in public or private, he has solemnly and sincerely said similar words: He has deep feelings for Brand B, and operating Brand B is his life's career, and his life is People from Brand B will be the ghosts of Brand B...
That's it How come a dealer owner who almost treats Brand B as his life suddenly stops playing with Brand B?
At first thought, it was puzzling that he changed brands; after careful analysis, I felt His behavior was reasonable.
The reason why this dealer owner changed brands is actually very simple.
In the past, Brand B’s business philosophy was basically consistent with his, and the ceramic industry was at a In a seller's market, brand B's products are of excellent quality, have sufficient supply, and provide relatively strong support to dealers. At that time, he was running Brand B like a fish in water and built a career relying on Brand B.
Nowadays, times have changed and the market has changed dramatically. The business philosophy of Brand B is still almost at the level of the past, and he is capable and very talented. The enterprising dealer's business philosophy has long been at the forefront of the industry. At this moment, he is operating Brand B like a bird in a cage, and his career is severely hampered by Brand B.
He changed It’s not because he has no feelings for Brand B anymore, but because Brand B is completely unsuitable for the development of his career.
As a capable and enterprising dealer owner, his choice not only It's understandable and natural.
People in the ceramic industry often use the word "husband and wife relationship" to describe the relationship between manufacturers and dealers. relation. To be honest, this is quite inappropriate. The relationship between husband and wife is based on affection. Some people may say that there are many couples without emotional foundation, but at least it is based on family affection. Manufacturers and dealers are different. Their relationship is based on common interests. To put it harshly, you help me make money and I help you make money. If there is no such thing as no one can rely on the other to make money, they have to stick to each other. abandonment situation.
Distributors do not need to accuse manufacturers of cutting you off, and manufacturers do not need to accuse dealers of abandoning you. In the past, it wasn't because of your deep feelings that you stayed together through thick and thin, and now it's not because of your shallow feelings that you went your separate ways. This has nothing to do with feelings, it mainly depends on whether there is a basis for cooperation and whether it can be mutually beneficial - but I have to say that, althoughManufacturers and dealers come together for win-win cooperation, but this does not mean that there is no need for emotions in the process of cooperation. Emotions are also very important in specific operations. Although it is not enough to change the overall situation, it is the most important factor in win-win cooperation. Good lubricant.
Therefore, when dealers cannot keep up with the development pace of manufacturers, don’t always think about the manufacturers We won’t cut you off just because you have been a partner for many years. Instead, we should keep up with the manufacturers and find ways to improve ourselves; when the manufacturers cannot meet the needs of dealers, don’t always think about how loyal the dealers were to you in the past. I will not abandon you, but adapt to the changes in the market and do everything possible to transform and upgrade.
Finally, I would like to give a special reminder to dealers: When choosing a brand, you should not just look at the present, but consider the long term. .
The manufacturer’s product price reduction, sales rebate, free store installation, etc. are supported. It is very important and may solve urgent needs, but it is only a short-term benefit. Under the current trend of channel fission and retail shrinkage, only development models, empowerment platforms and other supports can help dealers transform and solve long-term development problems.
To judge whether a brand is worth choosing, it depends on whether it can provide Excellent development model and empowerment platform. Otherwise, it must be trying to change places and cheat one by one.
