“flattening” group purchases into group purchase distributors

I have been paying attention to the changes in the group buying market, from discovering problems to finding solutions that have already taken shape. The survey found that in the group purchase market operation, there are many ways that should not be placed on the table, but it is becoming a "good way" to solve the problem of group purchases. The new group buying distributor development model that this article focuses on is a living example.

The "flattening" incentive: the real problem of group buying operation in this era of emphasis on terminal advancement and group purchase sales, sales staff more, faster and more effective development of group purchase objects, is the lifeline of group purchase sales. However, from the survey, when we seize the object of group purchase, we often face two situations: one is that the group purchase object needs the benefit of high rebate; the other is the general product, and the higher rebate does not dare. Usually for the sensitive part of the rebate, the front is to let the customer's point of interest transfer to the product itself, which requires so-called brand building; second, to pay in the proper name, let the group purchase customers feel at ease. The survey shows that although group buying is valued by many manufacturers, there are still many difficult problems in the specific operation.

In the investigation, Manager Zhang of Anhui Gaojiao Liquor Market said to reporters that there are still several problems that need to be solved in group purchase: First, the mode, what mode to use to operate group purchase and public relations, is a problem that many brands and businesses cannot distinguish. Second, personnel, group purchase managers and personnel are now quite lacking, different channels need different personnel, this point now many brands and businesses can not effectively distinguish; third is management, management and methods for group purchasers, is now a lot of businesses The problem with headaches. The fourth is the relationship between group purchase and brand promotion. Group purchase is a part of the brand promotion process. Many merchants do group purchase for sales, which weakens the brand promotion function in the group purchase process.

For example, is the current group buying market relying on dealers or manufacturers? Some people in the survey analyzed that there are two main ways of buying a group. One is to rely on dealers, and the other is to operate by themselves, but each has its own advantages and disadvantages. If it is the former, it can save a lot of time and financial costs, and achieve the effect of getting twice the result with half the effort, but the disadvantage is that manufacturers can not master the network by themselves, and the dependence on dealers is too strong, which is not conducive to long-term development. Although the second method is more expensive, it is more advantageous for the long-term development of the manufacturer to master the customer.

What are the problems that arise from this? If you try to summarize, I am afraid that there are too many links, the channel process is too long, and the loss of interest is the core of the problem. From the manufacturer to the dealer, and then from the group purchase clerk to the purchase of the group purchase target, later is the formation of consumer group purchase target. Every link involves management or benefits, and if it is not handled well, it will not achieve the desired results. For example, the rights and benefits of the vendor to the group purchase clerk, including how the policy, flexibility and opportunity, how to manage the supervision in place, etc. are all enough to worry; how to make the purchasers of the group purchase object satisfied, so that the group purchase object will be happy and keep Stability has brought new problems. All these problems, in the existing popular group buying operation mode, will become the source of the manufacturers or dealers need to face the troubles. For the group purchase operation, can you find a simple channel process, make the problems that you need to deal with as simple as possible, let yourself reduce the decompression, and enlarge the group purchase business development effect?

Following the "flat" approach of channel design and the "forward" thinking of the terminal moving forward, think about it, and reach a new mode of cooperation with the decision-makers of the group purchase target or the "opinion leader" in a simpler and more effective way. It is the direction that needs to be tried and broken. What is this direction? From the survey point of view, the "opinion leader" of the group purchase object directly becomes the group purchase distributor of the manufacturer, changing the profit-driven mode, and managing and maintaining it is perhaps another attempt and breakthrough of a feasible "flattening" idea.

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