How Can Dealers Make Long-Term And Stable Profits?

In the business war, the market is chasing the deer, and many heroes are fighting against each other. As far as the health care product industry is concerned, although the situation in recent years has been declining, it is undeniable that the health care industry is still accumulating huge energy and has broad and brilliant prospects. Mr. Yu Fei, a famous brand marketing expert and CEO of Lange Zhiyang International Marketing Consulting Agency, believes that, as a dealer, the key to dabbling in the health care industry is to select the right products.

At present, with the rooted layout of supermarkets and hypermarkets in central cities, the vertical flattening of channels has become the voice of many manufacturers. Powerful manufacturers often set up their own channels and go straight to the terminal, making the traditional channel practices of dealers increasingly suppressed and ignored. However, as far as many decentralized secondary and tertiary markets are concerned, after all, supermarkets and hypermarkets have not yet formed a sufficient climate. After all, the operation and management costs of enterprises' self built networks are high. In this way, the commercial and medical channels originally owned by dealers still have a huge radiation. Therefore, when manufacturers promote products in these regions, There is still a large market for dealers' network resources and network specific service capabilities.

1、 The selected manufacturers should have strong R&D capability and resource advantages

Because these backgrounds are conducive to in-depth understanding of the innovation system, quality description and corresponding enough publicity space of the product, the more materials you have, the greater the choice of communication means extended around the product, and the R&D level is related to the technical content and strategic direction of a product, which represents the development trend of the industry, It is easy to attract the attention of all sectors of society and the support of government departments, and naturally it is also easy to arouse the favor of consumers.

2、 The product should be launched soon, which belongs to the initial stage and the enterprise is in the growth stage

Because this kind of product has recently been launched, its brand popularity has not yet been opened, competitors have not paid enough attention to it or have not paid enough attention to it, the manufacturer's selection criteria for agents are not very high, the requirements and terms are relatively low, and as a new product on the market, it is easy to win the care and support of enterprises in the specific operation of market promotion, The so-called "helping the horse to get on the horse" is such a typical example.

3、 Outstanding selling points and obvious differentiation

Among the current numerous homogenized products, the products selected by dealers should show their individuality as much as possible, and they should not lose their way just for the sake of low discount rate and large price difference. Admittedly, the low purchase price, gift delivery, free return and replacement, and full process monitoring are worth moving. However, compared with the core interests of the product itself, the current competition for medical and health care products is very fierce. If the selected product has no characteristics, the future market operation will be extremely difficult. It is best to think twice before acting, to say the least, if the product has obvious advantages in personality, It is also necessary to make the advantages fully felt at the first time.

4、 The price is basically acceptable to the people

The price is on the high side. Although the profit space of dealers increases, the slow market promotion cannot attract more buyers, so the market is not easy to expand. On the contrary, the low price will dilute the profits if the cost of product promotion, terminal operation and distribution services is too high. Therefore, the suitability of price is also an important factor to consider. As for some products whose value is not great but whose price is outrageously high, it shows that the manufacturers are eager for quick success and instant benefit, and the results will be rewarded by the market. In this case, we should quickly avoid it.

5、 Carefully select rare products

Some time ago, blood, zinc, iron, calcium, brain, kidney, vitamins and protein were replenished popular Wind, many subsequent products have achieved certain market performance in the early stage by means of activity follow-up, concept hype, conference promotion and terminal interception. It should be said that choosing the following products can avoid some market risks in the early stage, but the profit space is shrinking with the fierce market competition and changes in the marketing environment, which makes it difficult to expand the market and produce brand effects, and the corresponding product operation life is short. In addition, products such as estrogen, lead removal and transgenic products on the market now belong to the development direction of biotechnology in the future, and contain huge industrial prospects. Their profit space is high, but the corresponding promotion requirements are also high. The market is still in the further cultivation period. For example, dealers who just started with poor strength, it is better to be cautious.

At present, the health care products on the market are mainly aimed at the needs of the public, focusing on the common diseases and frequently occurring diseases in life, and the purchase group is also relatively wide. Unusual products may last for a period of time through temporary hype, but it is a test for dealers to want to operate for a long time.

6、 The real consumption demand of ordinary people points out the direction for dealers to choose products

In addition to passively screening the products provided by the manufacturer, dealers should take the initiative to provide the manufacturer with popular information in consumer demand based on their own understanding of the market and product insights, which requires frequent attention to the dynamic sales of retail terminals in the channel network, timely tracking and rapid response, At the same time, we will assist the manufacturers to jointly develop and promote products, which will help to establish a partnership for future cooperation between the two sides. In addition, at the product fairs, trade fairs and press conferences held annually in some representative cities, dealers should have market sensitivity, consciously feel product information from them, understand the dynamic background of the enterprise, and finally select the appropriate products.

In addition, dealers should pay attention to the fact that there are many products now, so when selecting products, they should not only look at product The characteristics of manufactor In the future cooperation, because there are too many dealers who purchase from the manufacturer, the manufacturer is in a laissez faire state, and completely let the dealers struggle. If they struggle well, they will earn money. If they don't struggle well, they can only accept bad luck. Such manufacturers and dealers are absolutely optional. Before cooperation, they should fully understand the help that the manufacturer can give.

At present, some manufacturers have also realized this, and some even set up "business schools". As we know, "Horos Business School" is also the first enterprise in the health care product industry to set up "business schools". They regularly hire experts to provide free training for dealers, and timely transmit new information to dealers, so that dealers will not panic when encountering problems, Know that you are not alone. There is a manufacturer behind you, not to mention the poor sales of products, because the manufacturer will also guide you how to operate, saving unnecessary trouble.