Clear concept, leading dealers * * * With more than ten years' experience in assisting enterprises to attract investment in marketing planning agencies, Bank of Ce Tian has come to a conclusion that the key lies in whether enterprises make money with distributors or distributors make money with enterprises. Based on the investigation of nearly 2,200 enterprises in the last ten sugar and wine parties, the research report of Ce Tian Bank marketing planning agencies holds that nearly 62% enterprises lack correct marketing strategic objectives, and expect to recruit good distributors to make money with them. Nearly 23% of enterprises have established correct marketing strategic objectives, hoping to bring suitable distributors into their marketing strategic planning and make money with them, and another 15% of enterprises. The goal of distributor's product distribution is to make money, but the distributor is not aware that there are markets, products and policies to support the distributor to make money. In principle, it is unscientific for dealers to purchase goods with money. Marketing planning agencies, Bank of Ce Tian, believes that dealers can operate a successful marketing model with the corresponding products as the basic goal, and dealers can operate this marketing model correctly on the channels they control, so as to realize the ultimate profit through product sales; The investment object of an enterprise is not only the product itself, but also a set of scientific operation system and mode. Therefore, when enterprises sell their products and support policies to distributors, but don't tell the distributors the marketing model and operation scheme of the system after they get the products and policies, the distributors will of course flinch and can only take a try attitude. A gentleman loves money, especially in food marketing planning. It is necessary to establish a set of operational marketing operation mode with relatively low risk, and then scientifically integrate dealers' channels, logistics distribution, manpower, public relations and other resources, which will naturally achieve the expected marketing effect. Dealers can make money with enterprises, of course, they will have more confidence, stronger motivation, less pressure, lighter burden, and purchase, distribute and distribute. The power of building a replicable standard model is limitless. To apply this sentence, the power of the model is infinite. There is a saying in the food marketing planning industry that "no model, no investment", which shows the importance of establishing a model market. First, the layout. The construction of the model market should go through scientific planning and layout, and it is forbidden to choose the model market at will, let alone build the model market in the city where the enterprise is located, as some enterprises do. According to the research of Tiancexing Business School, the model market layout should be comprehensively investigated and studied from the aspects of population, geography, economy, politics and consumption, and the layout should be planned reasonably. The author once operated the investment planning of COFCO Yuehuo series. When we intervened, the marketing department had planned Wuhan, Zhengzhou, Jiangsu and Jilin as model markets, and we questioned them at that time. Later, after detailed investigation and analysis, we think that Zhengzhou, Qingdao, Jiangsu and Beijing are more in line with the planning and layout of the model market. Facts have proved that this scheme of establishing existing provincial model, municipality directly under the central government, provincial capital city and coastal city is successful, which is not only obvious in representativeness, but also strong in radiation capacity. Subsequent investment performance proves that the success of these four model markets has played a vital role in the national layout of COFCO Yuehuo brand. Second, the reliability of the model. The success of the model market is not the success of a certain link, but the whole market has a strong ability to incite sales, which can ensure the value transfer and the realization of expected income in all links of the whole channel. We call it the reliable model market. Creating a false and prosperous model market can not only play a role as a model, but also mislead and blur the marketing ideas of enterprises. I was working in Harbin Red Sun Group. Manager Zheng, who is in charge of Beijing market development, cooperated with distributor * * * to make the Great Leap Forward of Biyang Yak Bone Marrow Fortified Powder in pursuit of short-term performance. The market was very beautiful, and the company leaders were very satisfied after the inspection, and immediately made a decision to replicate it throughout the country. The following month, when the North China and Central China Merchants Association was held in Beijing to organize dealers to inspect the model market, the managers and salespersons of various pharmacies and supermarkets stood up and answered questions, including sales volume, product efficacy, promotion policy and after-sales service. In short, all these are negative information. As a result, dealers above 120 were basically scared away, and only four dealers signed the poor 65438+. Third, the spread of the model. The construction of model market should have strong communication ability, which is mainly realized by channel dealers and consumer groups at all levels in the model market. In the process of building the cool mobile phone model market in Suzhou, Wuxi and Changzhou, Jiangsu, we have taken a fancy to the strong communication ability of channel providers and consumer groups. First, dealers in three cities generally have inter-provincial branches; Second, these three cities have well-known retail chain stores at home and abroad, including Dixintong, Suning, Wal-Mart, Carrefour, RT Mart and Su Guo. Third, the three cities have gathered a large number of high-end people at home and abroad and are rich in tourism resources. Facts have proved that in the second month after the completion of the model market, the Ministry of Investment Promotion received consultation calls from dealers all over the country. Fourth, patterns can be copied. The name of the model market means that it should be replicable. Enterprises must not model for the sake of models and blindly regard the model market as an image project. Once the model market needs to be copied on a large scale, it is found that the model market is a fancy, high-cost, personalized and unrepresentative face market, which is extremely difficult to copy. Tiancexing Business School believes that the model market is a normal market with general reproducibility, which can provide sufficient support for the operation of other markets, such as models, abilities, experience and discipline. In the process of attracting investment from Lulu Group, we fully expected the replicability of the model market, and formulated a model market construction scheme based on factors, that is, classifying the factors that affect the model market construction, establishing a factor analysis data model, and monitoring the phased influence of each factor on the model market construction, growth and development in real time. Finally, after the success of the model market, we focus on the analysis of the role and influence of various factors on market replication, rather than blind mechanical replication. This factor analysis data model successfully laid the foundation for Lulu Group's investment promotion in the Three North Market, and it is still one of the important magic weapons for Lulu Group to replicate the model market for investment promotion. Share weal and woe to help dealers build confidence. Many enterprises will attend every meeting, especially the sugar and wine party twice a year. But every time the marketing manager has a headache, the dealers who have tried their best to recruit are "killed" by the first batch of goods, so that the business personnel have to pay for the first batch of goods in this area, such as entrance fee, bar code fee, promotion fee, exchange and return. Finally, after months of hard work, these things finally settled. Dealers are no longer confident to purchase goods, and the two sides sign a breakup agreement with a paper distribution contract with almost no binding force. How to break through the fetters of the first batch of funds has become an unavoidable nightmare for many enterprises. First of all, we should say that "confidence is more important than gold", but the key is where confidence comes from. If the enterprise holds the mentality of signing another order and the dealer holds the mentality that it may be a good product, then the cooperation between the two sides is like the idea that a beautiful woman marries an idiot and can only fail in the end. Just like this, Tiance Business School believes that in the process of attracting investment, both manufacturers should establish enough understanding and trust, and even salesmen and merchants should make a sand table deduction with the plan. It is not recommended that both parties jump to conclusions before they have a thorough understanding because the products of the manufacturers are good or the channels of the merchants are wide. It is very unscientific, irresponsible and unreasonable for enterprises to ask dealers to sign an agreement on the spot and pay part of the deposit immediately at the sugar and wine party. Of course, enterprises and distributors often pay an impulsive price for this. Only when both sides understand and trust, and have a clear strategy and a clear plan, will they be given enough confidence. The effect of doing things with confidence is quite different from that of doing things with suspicion. Secondly, putting yourself in the other's shoes and asking dealers to pay more is a sign of self-distrust and blind pressure. Many enterprises have formulated attractive distribution policies and support at sugar and wine parties, on the condition that dealers are required to purchase 50 1 10,000 in the first batch. The mood of enterprises can be understood, that is, through this sugar and wine party, more investment will be attracted and more money will be collected, which will lay the foundation for future marketing work and establish the initiative. In our view, this practice is basically self-restraint, because once the dealers encounter unfavorable market factors, resulting in unsalable products, they still need enterprises to invest in promotion and even be asked to return them. In the short term, enterprises have made achievements; In the long run, they have a heavy burden. In the process of attracting investment for Chengdu Sugar and Liquor Association and the Magic Niang brand of Fucheng Group, we saw that many enterprises had the policy of "the first batch of money should not be less than how much yuan" and put forward the policy of "the first batch of money should not be higher than 200,000 yuan". Many dealers don't understand, "other companies ask dealers to make more money, but you limit the amount of goods they buy." Is it because your company has insufficient production capacity? " Faced with such a problem, we replied that the goal of our enterprise is to establish a supply chain system, and we don't want to reduce the efficiency of the whole supply chain because of the accumulation of goods in one link. In addition, for example, if dealers are required to buy more goods, enterprises must buy more raw materials from suppliers. Originally, the whole supply chain can maintain a stable value flow, but the value flow is unbalanced because of ups and downs, which directly leads to instability in many links such as production, procurement, warehousing and logistics, and also causes dealers to occupy funds and increase warehousing costs. Therefore, this approach is the most uneconomical investment promotion strategy. It is precisely because the brand Fucheng Mo Niang can think from the perspective of the whole supply chain that such a policy has emerged, and the investment promotion work of Chengdu Sugar and Liquor Association has blossomed in an all-round way and achieved great success. 89% of the original dealers are still cooperating with enterprises, effectively avoiding the "one-night stand" in investment promotion. Third, change the use of dealers to use and train dealers. We have always emphasized the investment mentality of enterprises. For investment promotion, on the one hand, enterprises should fully mobilize and utilize the resources of dealers and maximize their own capabilities, on the other hand, they should also cultivate their own capabilities, provide policy support for dealers and invest more intellectual resources. Only in this way can we truly realize the comprehensive integration of manufacturers' resources and naturally play the best marketing effect. In the process of investment promotion of Arowana special oil, we have not only the investment promotion manual, but also the dealer cooperation manual, which mainly tells dealers how to cooperate with Arowana and share the accumulated experience and lessons over the years. This manual is favored by many dealers, and even dealers in other industries come to get it. Finally, the company had to temporarily print 3000 copies, but it was distributed. In order to ensure the success rate of attracting investment, the marketing department and the marketing consulting company jointly set up a comprehensive support group for dealer cooperation, which conducted practical training and guidance on regional expansion in several major regions of the country in five ways. Marketing experts and marketing planning experts came to the dealer's site to give lectures and give practical guidance, and the dealer's confidence was bursting. Everywhere, a large group of people organized by dealers came to attend classes. Later, we learned that many of them are friends of dealers. Therefore, cooperation with dealers should not only teach people to fish, but also teach people to fish. Many enterprise managers and marketers think that attracting investment is a simple and thankless marketing link, because "its success rate is really low, but it takes a lot of manpower." In fact, Ce Tian Bank's investigation of marketing planning agencies found that investment promotion planning is a complex systematic project and the most complex core work in the whole marketing planning process of an enterprise, which requires detailed investment promotion plans and detailed implementation. Once enterprises understand this, investment promotion will be smooth and the success rate will be high.