Wisdom Talk: What Smart Home Builders and Agents Do

With smart homes starting to enter millions of homes, sales of smart home products are also rising, and agencies are predicting that the scale of China's smart home market will reach 100 billion. Under this blue ocean, smart home manufacturers have mushroomed. In Zhijia.com, many users call every day to consult with their agents. Speaking of joining agents, Xiao Bian talked about those things between agents and manufacturers today.

As far as manufacturers and agents are concerned, they are not only independent individuals but also interrelated entities. Only by mutual influence and common interests can they develop in a balanced manner. Then how can agents form a bundled consortium with manufacturers? In fact, as long as the agents are clear, they can have the same positions, consistent views, consistent roles, consistent goals, and consistent expectations in the business cooperation with manufacturers. "Different" business climate, to do more faithful friends of the factory, more friendly partners, more effective assistants, use their own advantages in resources to cooperate with manufacturers to manage the market, manage, operate the network, so that manufacturers win the needs of downstream customers, bring to both sides Common benefits and benefits, this is a "bundled" marketing.

Read the minds of manufacturers

"Reading the minds of manufacturers", manufacturers adopt the channel sales model, will inevitably re-allocate the product's interests in accordance with the channel model, it is inevitable to consider the interests of the various roles in the channel, so it will formulate relevant channel policies, and manufacturers What is the core of the channel? Manufacturers are more concerned about how to expand the sales of products to achieve small profits and quick turnover, but agents often pay attention to the profits, many agents often ignore the sales for profits, rather a product to earn more More than ten yuan, not willing to puerile, allowing the scale to generate greater profits. The principle of puerile, we all understand, but it is always difficult to do. This is also the case that some agents are getting stronger and stronger, and the networks are getting bigger and bigger. Some agents are still standing still, year after year, and even eliminated. Manufacturers rely on businesses to survive, will not strip too much profit for the sales agents, but will not do for the sales to kill chickens, drink thirst-quenching behavior. Why did the manufacturers introduce many delivery policies, rewards, monthly sales, sales returns, and other sales strategies? This is both a spur, an incentive, but also to protect the profits of agents, and harmonious relations between the two sides. Of course, the current smart home market is still far from the market conditions of mature products, so the manufacturer's channel policy must focus on how to support, how to enlarge the agents in the local resources and roles, and this "mind", agents must " Read and understand."

I am the landlord, I work, you are the master

“I am the landlord, I work, you are the master,” and the agent is the “landlord”. A good “landlord” will always use the factory’s business people wisely to make him a “leader,” and his own people will be charged in the front line. Development and maintenance of outlets, intensive farming market, because the market is its own, is their own use of real gold and silver cast. Relying on the manufacturers' representatives to fight for their own country is a yellow thing yesterday. It is understood that the responsibility of the manufacturer's business is to convey ideas, guide work, supervise procedures, win resources, or collaborate with the agency's "brothers" in the market. When the agents meet every month in the manufacturer's business meeting, they order their own product managers and business personnel to attend, understand and learn the spirit of the manufacturers' meetings, understand the latest developments in the market, and clearly define the next priorities. For their own company's business meetings, they often welcome factory staff to attend the training sessions so that they can train their marketing staff in the areas of product, finance, promotion, etc., and communicate the details and objections encountered in the actual work. , formulating specific feasibility plans to develop in a more complete direction.

Information sharing, advancing with the times

Agents in the front line of the market, always grasp the market first-hand information, manufacturers in the rear of the market, according to market conditions need to produce products that meet the current market demand, leading the peer half-step products. The sales in the East China market are good, the sales in the northwest market are poor, because of what? The sales of certain products are good, the sales of certain products are not large, but also because of what? These need the information of the front line and the rear are symmetrical, information sharing, according to data adjustment Structure, perfect product line. Now is the era of information. Therefore, the knowledge of business, the computerization of finance, the networking of information, the informationization of warehousing, the institutionalization of personnel, and the logistics of transportation are the fastest and the manufacturers establish a shared platform to obtain information. Downstream distributors take the "chain" business model. Unify ideas and form strategic partnerships.

The market environment is dynamic, and the marketing model is also flexible. Agents and manufacturers are constantly streamlining and guiding each other, maintaining a balance between the development of good formats. Selecting agents is a crucial market for manufacturers. Strategic tasks are the best way for companies to bring their products to market. On the contrary, choosing a manufacturer is the most important thing for an agent. “Men are afraid of getting into the wrong line, women are afraid of marrying the wrong man.” To be able to “get old”, it is necessary to establish a strategic cooperation relationship with the manufacturer: both manufacturers from the beginning, from the strategy The high degree of choice for business partners with the same business philosophy to collaborate and carry out strategic alliances. Manufacturers are responsible for manufacturing products that are differentiated, value-added, and core-competitive. The agents take full advantage of their familiarity with the local market and network advantages, and are responsible for product distribution, brand promotion, and after-sales services. Be a regional "brand operator." This will not only save market development costs, but also make the brand's operations more in line with the local market.

Therefore, the agents needed by the manufacturers are not necessarily the agents with the strongest financial strength, the largest sales network, the strongest distribution ability, and the best customer relationship. It is easy to see the phenomenon of "you love her, she does not love you". For example, after she got your proxy, she didn't push your product, and even some of her products were in order to reduce competitors and prevent others from affecting her market. Think of this as a strategy to fight your brand. After taking the first batch of goods, it will not be sold to the warehouse. Instead, it is said that your brand has no rally and the support is not enough.

Many manufacturers now refer to agents as "partners." Actually, the ultimate goal of agents and manufacturers is the same: selling products and making profits. Therefore, agents and manufacturers have established a cooperative and symbiotic relationship and have used their respective advantages to achieve a win-win situation.