Chapter 355 Distribution Right Auction

Not only does Tang Yu attach importance to the relationship with the Fang family. Whether it is the old man of the Fang family or Fang Jianming, the Fang family also attaches great importance to Tang Yu. For such a business genius, even if he can't become his own assistant, he should maintain a good relationship and become a partner.

"Ha ha, brother, that's all for today's dinner. After listening to your marketing plan, to be honest, your brother Fang really can't sit still. His heart is itchy. I can't wait to fly back to the provincial capital immediately and assign this task and let people quickly come up a plan to evaluate it. Hey hey, let's get together another day. " After a few simple greetings with Tang Yu, Fang Jianming got up and prepared to leave.

"Well, Brother Fang, you go ahead." Tang Yu nodded with a smile, but in turn he seemed to think of something. "Brother Fang, I just had to tell you the benefits of this distribution auction, but I forgot that this matter has two sides. This distribution auction is not only good for the enterprise, but also bad if it is not operated properly. On one side."

Fang Jianming had already got up and was ready to leave, but when he heard Tang Yu say this, he hurriedly pulled the chair and sat back. "You boy, you can't finish talking in one breath. When your brother Fang's heart endurance is so good? You boy, say it quickly, what are the disadvantages of this auction of distribution rights, and what else do you need to pay attention to? Fang Jianming is paying more and more importance to Tang Yu's words at this time, and he can't wait to take out all the things in his head.

Tang Yu didn't pinch it either. "In fact, I don't need to say Brother Fang. You also know that things have two sides. As a brand-new business model, it naturally has its shortcomings."

"First of all, auction distribution investment enterprises can only design the template in advance to let the dealers "wants take the bait". However, we should consider that the selection of regional dealers has a certain chance, and it is impossible to rationally plan and develop the market according to the enterprise's expectations. In reality, it is often the focus of the enterprise. However, there may not be good dealers in the market, and even enterprises think that there is no access to key markets. The two sides may focus on the interests so that there can be no common interests, and it is difficult to win-win, which is extremely unfavorable. For example, if we make a mistake in predicting the market outlook before the auction, we set the bottom and cap price of the product low and lose the opportunity for appreciation, which is naturally a huge loss for us, or our high price makes dealers deterred. Once the distribution right auction is unsuccessful, it will make it more difficult to open the market again, and the market process will also be seriously restricted. Therefore, before the auction, we must conduct research on the major auction cities and make a market evaluation. It is expected that the sales of the products in the local area and the auction amount that dealers can afford, so that we will not be auctioned or suffer excessive losses.

"This is one aspect above. Secondly, the auction of the distribution right is essentially a monopoly operation. The auction distribution right allows dealers to "buy out and operate" and operate independently, which is equivalent to the enterprise completely delegating this right to the bottom, so it is difficult for us to fully control the market trend; out of Different interests and needs are naturally unfavorable to us manufacturers, and a situation may occur at that time. With that, Tang Yu picked it up and didn't go on.

"What's going on?" Fang Jianming listened with great interest and saw that Tang Yu suddenly stopped talking. He was being scratched to the itch. Naturally, he was helpless, so he had to let Tang Yu continue to talk softly.

"At that time, it is very likely that there will be a situation where some dealers, in order to quickly withdraw the funds they have paid in bidding, can only be profit-oriented, and their business goals are short-term. At this time, their interests and our interests actually conflict, and this irresponsible market behavior will The poor feedback and communication of market information make it difficult for our long-term market strategy to be effectively implemented. After the auction of distribution rights, dealers are often in a front-line position in the market. In reality, there are often incidents of dealers deducting manufacturers' promotional funds, which will greatly reduce the promotion efforts of enterprises. The service awareness and level of dealers are uneven, which is inevitable. Dealers in various places will inevitably have a ladder distribution of strength. Their strength is uneven, so the service of our enterprises is often difficult to guarantee. At that time, enterprises can only "wattle across the mountains", and consumers often do not experience production enterprises. The existence and care of the industry, the brand loyalty is not good, and the market crisis is difficult to resolve at the first time, which is extremely unfavorable to the long-term construction of the brand. In fact, at this time, it is easy to have a behavior, that is, customers bully the owner. Dealers are likely to rely on the channel resources in their hands to coerce manufacturers to provide more convenience, lower prices and so on. In a word, these things should be considered in advance. Consider how to sign the contract to avoid this situation as much as possible. Although this mode of distribution auction is still very novel in China, dealers may not expect that they can return to bully manufacturers for a while, but after a long time, they will naturally know, so it's better to consider it in advance.

"Pay attention to this." Fang Jianming nodded with approval. If there is a behavior of bullying the owner at that time, it will not be a good thing. The formulation of this contract really needs to be carefully studied to see how to avoid such situations.

However, Fang Jianming is a little curious at this time. Looking at what Tang Yu is saying at this time, it is completely different from the production of this kind of business model in China. You know, the advantages and disadvantages of a business model often need to be slowly discovered after many practices. What is summarized in the early stage, Compared with what is obtained after practice, it is insignificant. However, now looking at what Tang Yu said, it seems that there have been many examples of such distribution rights auctions at home or abroad. After systematic research and summary, he finally came up with a series of conclusions.

No matter how you look at it, the big stall Tang Yu said above does not seem to be a temporary idea, but like an idea that sprouted very early, and has done in-depth and detailed research. However, to Fang Jianming's strange thing is that there is no such example in China, how Tang Yu has studied it in depth and meticulously. What about these conclusions?

Just like Tang Yu just said that the dealer in turn threatened the manufacturer, it is exactly like what happened in reality that people have learned such a lesson. If it has not happened in reality, and this model has just appeared, who would have thought that it could do that?

However, Tang Yu's words made Fang Jianming more and more firm his idea. He must use this method of distribution auction to market nuclear energy for life, must maintain a good cooperative relationship with Tang Yu, and must be friends with Tang Yu instead of being an enemy.

Tang Yu didn't know what Fang Jianming had in mind after listening to his words, and he was still talking about his experience in his previous life. Naturally, he didn't know how shocking these things were.

"In fact, we can imagine that after the auction of distribution rights. Enterprises often attach too much importance to the communication and maintenance of relationships with distributors, and ignore the attention and research of their own marketing team. In the recruitment, training, application and management of personnel, they often pay too much attention to personal communication and public relations skills, and ignore the ability of market managers to grasp the overall market and team building. This is obviously unfavorable to the cultivation of enterprise marketing teams, and it is a phenomenon of putting the cart before the horse. Therefore, when making a plan, you must avoid this situation in advance, and don't put the cart before the horse. In today's product sales, only those who master the terminal can truly grasp the initiative of the market, and the way of auctioning distribution rights hands over the terminal construction and maintenance of the regional market to local dealers, and the human factors of dealers play a vital role here, which for enterprises, often means the loss of a Dealers will at least lose the end market in a region and become passive. Products that have been auctioned for distribution rights, once the market operation fails, the media and peer attention caused by the success of the previous auction will double the negative effect of product failure and become notorious. The new products to be launched by enterprises will be blocked by the media and investment promotion, and it is difficult to have a chance to make a comeback..."

As he spoke, he saw Fang Jianming looking at himself with surprised eyes, and couldn't help looking at Fang Jianming strangely. He knew in his heart that his performance this time was a little out of line.

"Now I'm more and more sure of what I thought before. Haha, some people are born to know it. I didn't believe it before, but now I do." Suddenly, such a sentence came out of Fang Jianming's mouth, which made Tang Yu a little stunned. He didn't understand what he was talking about, and couldn't help looking at him with a trace of doubt.

"Every time I invite you to dinner, you can give me unexpected surprises. I'm looking forward to inviting you to dinner next time. What other surprises do you have for me? Haha..." With that, Fang Jianming laughed first, raised his hand to touch the waiter, and said, "Brother, where are you going? I'll see you off first, and then I'll go back." When Tang Yu came out, he took Fang Jianming's car. If Fang Jianming left, Tang Yu had to take a bus or a taxi back.

"Ha ha, Brother Fang, you go first. I'll take a taxi back by myself later, and you don't have to worry about me." Tang Yu waved his hand and shook his head with a smile.

"Well, you can take a taxi back by yourself, and I'll go straight back to the provincial capital. After this period of time, I'll treat you to dinner and buy you a drink." After saying that, Fang Jianming walked out in a fiery way.

As soon as Fang Jianming drove away, Tang Yu also stood up and walked out of the hotel and stopped a taxi. "Master, Fengcheng District Xingyao Clothing Factory."