Provincial agents have been an indispensable “bridge†between manufacturers and local dealers. However, the two phenomena that have emerged in the lighting industry in recent years have made this “bridge†swaying.
First, brand manufacturers have set up branch offices or operation centers in provincial capital cities, sinking the focus of channel management and after-sales service, directly facing dealers in the second and third-tier markets; second, more and more local businesses bypass the provincial level. Agents, directly grouped to the ancient town to buy products or find brand cooperation.
In order to avoid the “big shop of bullying†and reduce the risk of business operations, manufacturers certainly do not want to put all the eggs in one basket. It is a matter of time to gradually reduce the sphere of influence of provincial agents; to improve the market competitiveness of products. They must reduce the link between products and consumers to expand their profit margins. In order to obtain greater profit margins and improve their own market competitiveness, local market operators will naturally find ways to bypass provincial capital dealers to purchase goods directly from manufacturers. The role of “bridge†in the provincial general agent or general distribution is gradually weakened.
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On the evening of August 8th, the Lighting Vision organized a forum for dealers to exchange. Some guests thought that the local merchants should face difficulties such as transportation and financial strength when they directly purchase goods from the manufacturers. Some guests thought that the manufacturers directly faced the local market and the merchants would be at the risk of payment. Control and sales network training, sales cost control and after-sales service face huge challenges; some netizens believe that the status of current provincial agents is irreplaceable... However, we also found that the focus of competition in China's lighting industry has been sinking. In the prefecture (county) market, more and more brand manufacturers have raised the banner of “flattening channels†and tried to win their respective market competitive advantages by reducing channel links. Even some manufacturers do not hesitate to “cross the river to dismantle the bridge†and let the provincial level The agent is miserable. Recently, many of the complaints accepted by this newspaper have been disputes caused by the cancellation of agency qualifications by provincial agents.
It is undeniable that for the excellent provincial agents, their role is still irreplaceable, and they do not have to worry about becoming a victim of the channel change of the manufacturers. However, for provincial agents with weak brand awareness, poor after-sales service, and continuous support for manufacturers to maintain their livelihoods, it is inevitable that “big waves will wash sandâ€.
Faced with such a situation, provincial agents should reflect on themselves as soon as possible, actively improve themselves, and stand on their own feet, in order to become an indispensable profit support point for manufacturers, become the parents of the local market, and focus on making their own "bridge" wider. Extend to the consumer terminal. Only in this way can our provincial general agent avoid the abandonment of being abandoned.
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First, brand manufacturers have set up branch offices or operation centers in provincial capital cities, sinking the focus of channel management and after-sales service, directly facing dealers in the second and third-tier markets; second, more and more local businesses bypass the provincial level. Agents, directly grouped to the ancient town to buy products or find brand cooperation.
In order to avoid the “big shop of bullying†and reduce the risk of business operations, manufacturers certainly do not want to put all the eggs in one basket. It is a matter of time to gradually reduce the sphere of influence of provincial agents; to improve the market competitiveness of products. They must reduce the link between products and consumers to expand their profit margins. In order to obtain greater profit margins and improve their own market competitiveness, local market operators will naturally find ways to bypass provincial capital dealers to purchase goods directly from manufacturers. The role of “bridge†in the provincial general agent or general distribution is gradually weakened.
On the evening of August 8th, the Lighting Vision organized a forum for dealers to exchange. Some guests thought that the local merchants should face difficulties such as transportation and financial strength when they directly purchase goods from the manufacturers. Some guests thought that the manufacturers directly faced the local market and the merchants would be at the risk of payment. Control and sales network training, sales cost control and after-sales service face huge challenges; some netizens believe that the status of current provincial agents is irreplaceable... However, we also found that the focus of competition in China's lighting industry has been sinking. In the prefecture (county) market, more and more brand manufacturers have raised the banner of “flattening channels†and tried to win their respective market competitive advantages by reducing channel links. Even some manufacturers do not hesitate to “cross the river to dismantle the bridge†and let the provincial level The agent is miserable. Recently, many of the complaints accepted by this newspaper have been disputes caused by the cancellation of agency qualifications by provincial agents.
It is undeniable that for the excellent provincial agents, their role is still irreplaceable, and they do not have to worry about becoming a victim of the channel change of the manufacturers. However, for provincial agents with weak brand awareness, poor after-sales service, and continuous support for manufacturers to maintain their livelihoods, it is inevitable that “big waves will wash sandâ€.
Faced with such a situation, provincial agents should reflect on themselves as soon as possible, actively improve themselves, and stand on their own feet, in order to become an indispensable profit support point for manufacturers, become the parents of the local market, and focus on making their own "bridge" wider. Extend to the consumer terminal. Only in this way can our provincial general agent avoid the abandonment of being abandoned.
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