It is not difficult to attract investment. It is not difficult for brand companies to start branding, do good service, give good policies, and do a good job of incentives. Planted the phoenix tree, not the phoenix. With these good measures, companies will not be able to recruit dealers. It is difficult to attract investment and it is difficult to expand. It is the current situation of Changchun home furnishing enterprises. It is reasonable to say that there are not a few dealers engaged in the pan-home industry. Why can't the investment effect be expected? Isn't the dealers reluctant to make home products? The fact is that on the one hand, the investment in enterprises is not only costly, but also difficult to recruit. Business, it is more difficult to recruit the right dealer; on the other hand, the dealer can not find a profitable brand, which seems to form a strange circle. When the brand enterprise and the dealer cannot connect smoothly, it must be a problem in one aspect. The industry believes that the key to cracking this problem is that enterprises must do a good job in brand building and formulate an effective investment promotion plan. Brand is the pillar of investment "The brand is the pillar of investment." To solve the problem of attracting investment, the wardrobe enterprise must enhance brand awareness and attach importance to brand building. At present, many home furnishing companies, especially small and medium-sized wardrobe enterprises, focus on the development of product categories and neglect brand building. Such enterprises often unilaterally pursue the product category "too many" and continuously extend the product line, resulting in serious homogenization of products and weakened competitiveness. Because the product line is too long, the product category is too much, the lack of the main product, it is inevitable to give people the "cottage goods" suspect, of course, can not attract excellent dealers; coupled with the lack of professional marketing team and effective market operation mechanism, resulting in investment and market The phenomenon of promotion and channel maintenance is out of line. The phenomenon of “taking away and taking the move†is very common, which seriously affects the effect of investment. The brand building awareness is weak, and the lack of channel maintenance is an important reason for many SMEs to attract business. In addition, with the increasing market competition and the continuous expansion of the sales network, the service line is too long, the cost of the maintenance channel of the enterprise is also rising; plus the labor cost, raw material price, site rental fee, management cost, etc., the dealer's operation The cost has risen and the operating pressure has increased. In order to reduce the pressure on operating costs, dealers have to reduce the store area, reduce the number of samples to reduce sales, reduce product promotion activities, etc., which leads to lower market and recognition of products, loss of consumer trust, and weakened terminal competitiveness. This is another important reason why many companies are currently struggling to attract business. The branding operation of the home industry is getting higher and higher. If enterprises want to stand on the market, occupy more market share and maximize profits, they must pay attention to brand building and continuously improve the brand's popularity and influence. Otherwise, it is not easy to attract investment, and it is more difficult to stand on the market. Store adjustments need to be timely High store rents have become the burden of the entire industry. Not only do dealers feel the pressure of rent, but even brand companies feel the threat of high rents. Brand dealers also suffer losses because dealers are withdrawn. A large number of dealers cried to the media and to the company, and it was difficult to continue rent reduction. More dealers even left the scene without even making a sound. In response to this situation, some wardrobe companies recommend that home stores emulate the rental mode of electrical stores, selling more and paying less, selling less and paying less. The difficulties of the dealers exist objectively, and the demand for rent reduction is higher than the waves. In the face of the dealer's appeal, what will happen to the store? Yin Bo, general manager of Dajingsi Lanjinglijia, and Liu Changhe, general manager of Chengwai Chengjia Plaza, publicly stated that they will adjust the rent in a timely manner to ease the merchants' pressure. When the market is booming, the sales performance is good, the rent is not a problem, and when the market is weak or even depressed, the rent becomes a boulder. The merchants and home stores in the lease and lease relationship are a contradiction. When the macro environment deteriorates, the contradictions between the two sides will become more acute. The increase in operating costs of stores is one of the main reasons for the high rents in stores. Yin Yuxin, deputy general manager of Oriental Home Furnishing Plaza, pointed out that the store needs to pay for artificial management costs, advertising marketing costs, basic operating costs, etc., and these costs increase with the soaring social costs, so the store naturally needs to earn profits through rent collection. . Zhao Jianguo, president of Jimei Home, said that the rent of the store is determined by the purchasing power and supply and demand relationship in the store. Whether the rent is too high or not can not be generalized. Merchants are hoping to enter the stores with strong sales and hard-to-find stores, and their rents are naturally relatively high. He pointed out that about 20% to 30% of the merchants do feel that the rent pressure is too high, while the other brands see the overall lack of emotions and then squabble and rent reduction. "A company that sells well will not complain about the high rent." . Yan Peijin, chairman of Ou Dian Flooring, said that simply relying on the store to reduce rents can not solve the problem fundamentally, and home furnishing enterprises should also find reasons from themselves. When the market situation is good, the merchants do not control the development speed, blindly expand the store, and spread the booth too fast, so that the return on investment is reduced. In addition, home furnishing companies do not promptly open up revenue-generating channels outside the store, and it is difficult to withstand higher and higher rents. Wen Shiquan, chairman of Yifeng Furniture, also said that when everyone complained that the rent was too high, Yifeng had reduced the operating area of ​​six stores in Beijing before the end of 2011, thereby alleviating the pressure on the business. Forward". Cooperation can win together It is difficult to crack the investment, and we must start from the cooperation and win-win situation. In the interview process, some dealers admitted that no matter how the market changes, the market does not blame us, can not blame the general agent. From this we can see that no matter whether it is the enterprise and the general agent or the general agent and the subordinate distributor, we must establish a good cooperative relationship, and everyone can develop together. The industry believes that the problem of cracking the difficulty of attracting investment can start from the following points: First, we must be willing to invest, not a dealer. In the initial stage of investment promotion, you can reduce the franchise fee or not accept the franchise fee, you can receive some quality insurance funds properly, and wait for the dealer to return after the opening. Let the dealer feel at ease to accept the brand, accept the product, and not go with other brands in the middle of the road. In addition, dealers are generally husband and wife stores, there is no good marketing planning team. Whether it is a holiday promotion or a usual activity, it is more casual to do, and the result is not much effect. For such dealers, the specialized marketing department of the company should help them to plan their activities. If they are qualified, they can go to the on-site guidance to help them do their marketing activities well. Only when the company invests will it be exchanged for the loyalty of the dealers, otherwise it will be counterproductive, spend their energy and help the competitors to train talents. Second, give dealers appropriate advertising subsidies. Nowadays, in the era of brand consumption, if the company advertises advertising fees, even if the brand is screaming in the country, it is not necessarily popular in some areas, because you do not have local publicity, consumers can not perceive brand information. To give dealers advertising fees should pay attention to methods, and be linked to the performance of dealers, thus avoiding waste and increasing the enthusiasm of dealers. The author has suggested that some companies and distributors jointly develop a brand promotion plan for a certain region, and select some media with high audience rates and low prices to advertise, which can often achieve twice the result with half the effort. Third, establish a return and exchange system. New stores opened samples or said that orders are usually placed. Many companies and distributors have abandoned the principle of cooperation and made a hammer sale. Resellers' payment and enterprise delivery are an established process. Once there is a problem in transportation, the company will often return it to the dealer, and will not return or exchange the goods. If you want to exchange goods, you can only accept the bad, the dealer needs to pay again to reach an agreement. On this issue, the author believes that enterprises should strengthen their communication with dealers from a long-term perspective. If there is a problem with the dealer scale, then the fault is in the dealer; if there is a problem in the transportation, the two parties can bear the cost. The perfect return and exchange system is a lubricant that manufacturers reduce friction and develop together. Fourth, training is essential. Dealers do not do well, a large part of the reason is that consciousness and ideas are out of touch with the company. It’s not that the dealers open the store, and the company can let go. Enterprises also need to constantly instill corporate culture, corporate systems, awareness and ideas into dealers. Without these, dealers can only open stores for selling products, rather than using corporate culture to improve product and brand awareness. Enterprises can regularly bring together distributors to strengthen the cohesiveness and centripetal force of the company through field training, collective awareness training and sales service training, so that dealers can follow the enterprise with one heart and one mind. Fifth, strengthen the incentive policy and positively motivate dealers. Reward for dealers must be cashed. After many times participating in the wooden door, cabinet and floor meeting, the author found that the cash reward has become the main program of the annual meeting. The amount has been climbed to more than 70,000 yuan with the amount of 5,000 yuan. Whenever the bonus is announced, the dealers in the audience are very excited. . Some companies are also equipped with award-winning dealers with laptops, digital cameras, money counters and other office equipment. By establishing a typical and rewarding advanced method, we will encourage each dealer to increase sales performance and stabilize the sales network of the company. It is not difficult to attract investment. It is not difficult for brand enterprises to start branding, do good service, give good policies, and do a good job of incentives. Planting the phoenix tree, not the phoenix, with these good measures, the company does not recruit dealers. Horizontal Multistage Pump,Multistage Pump,Water Pumps,Water Circulation Pumps Shanghai NuoSai Pump Manufacturing Co., Ltd. , https://www.nuosai.net