Recently, the meeting of Wuzhen Fushun will be held in Wuzhen, Zhejiang Province. The 4th World Internet Conference Wuzhen Summit was held in Wuzhen, Zhejiang Province. In addition to talking about the digital economy, the Internet bosses also "eat chicken and eat pork", and the light from the Internet in China is shining The entire eastern hemisphere.
However, the current state of mind of home appliance agents, such as Zhu Ziqing in the "Lotus Pond", said that they are busy, I have nothing, but Vantage shares Han Wei, vice president, but openly said: in the new retail time, Common.Behind this, it is this year, in the new era, new consumption iterative changes in the context of the head of the company under the leadership of Pan Yejiang, Vantage is through the new marketing, the transformation of the mystery kitchen and electrical distributors lead.
Recently, Han Wei, who was responsible for the innovation of Xinying, wrote an article exclusively on the four principles of vendor relations in the new era. He believed that the relationship between manufacturers in the home appliance industry chain has shifted from earliest buying and selling relationships to complementary partnership. As long as they are transformed from the aspects of thinking and consensus, ability and action, value and reporting, they can enjoy the light of the times and enjoy the new bonus and value of the times.
It can be said that when the new concept of retail sweeping the entire appliance, many agents accused of being the end of the time, Han Wei's dry article full of dry goods for those who lost appliances and even the entire appliance marketing system has brought a brand new Inspiration.
First, determine the general trend: home appliance marketing is entering the era of super-specialized division of labor, agents, future service and brand bearing value will be greater.
Jia Dongsheng, general manager of China Yikang, said that the upgrading of consumption is changing from quantitative change to qualitative change, and that the pursuit of intelligence, lifestyle and nutrition and health, the pursuit of energy saving and environmental protection, taste and art will be new demand points in the upgrading of consumption.
Users' needs have changed, which means that all the service chains deduced to the entire industry chain have to change. However, the marketing of home appliances is entering the era of super specialized division of labor: the factory must have products (products, quality, brand) Have value (service value).
Han total believes that the so-called F2C only half of the service industry in the entire appliance industry ecology, consumers not only exist individual differences, but also the differences in regional culture, as well as the delicate needs of on-site service.Agent in this ecosystem, On the other hand, the agents also need to realize the transformation of self-worth and core competitiveness through the content on the floor.
Agents stand on the brand premium on the upgrade services, from the handling of goods to the management of goods, and then to the customer management, and then to the brand and value management, the value gained will become larger, the larger value, not 'handling' The value of the product, but the service bearing the brand value.
It is understood that Vantage currently the longest cooperation agency for 20 years, accounting for more than five years to 70% .This is probably for the moment 'appliance agents abandoned' on the best counterattack it.
Second, the registration services: Terminal stores are facing 'quality' change era, the ability of agents to sustainable development and the ability to judge the future of the most important.
What is the new retail? The essence is the data-driven, experience-centered pan-retail formats.Linear store ushered in the most thoroughly 10 years of 'quality' change, experience, interaction, scene, life, Digitization, artistry, conceptualization, diversification, etc. promote the omni-channel integration of online and offline.
In other words, agents previously believed in capital competitiveness, competitiveness, asymmetric information asymmetry ... ... have become a pseudo-proposition, has ceased to exist. The only confirmation is that the dealer under the acre three points Tian, operating on more delicate, the facade to a higher value, service should be on the right place.
Han Wei pointed out that the brand is not imposed on consumers what, but according to the current status of the brand culture, with current and future consumer groups interact very well.It is like two people to exchange, to share information.Therefore, the need Agent more powerful service capabilities, the manufacturers of products and the resulting meaning and value, transmission tens of thousands of households.This requires agents continue to cultivate their own capabilities, and keep the ambition of the future, is willing to work for the agency.
The manufacturers in the face of this consumer 'quality' change, have plan ahead in advance to create a consumer environment beyond the expectations of the user: 2017 Vantage layout of 100 core cities in the construction of brand flagship store, big shop to the overall image of the small Decoration materials, lighting layout, leisure sofa, air conditioning standard and bottled water, such as regular lighting, to create the terminal 'integrated, intelligent, experience' shopping environment.
Today, Vantage's terminal stores not only have the function of consumer experience of home appliances, but also have the functions of business activities, allowing commercial space and social living space to be integrated and bringing new channel formats.
In the torrent of the changing times, all we have to do is to strengthen our conviction, make rapid changes, take the initiative to adapt to the new environment, hold onto our feet and pass on the value to create.
Third, return to the commercial nature: development is the last word, the biggest driving force between manufacturers is the driving force for development.
Emotional licensing is the appliance industry in the process of development for manufacturers of agents a move.However, this failure, business change from the user, shelves, and supply chain and other aspects of full penetration, manufacturers only one golden rule of law, that is, development is The last word.
First of all, each doing their job.Products, quality, brand is the manufacturer's responsibility, the service value in the region's landing is the responsibility of the agents, only a clear responsibility, in order to be more successful cooperation in a certain logic, the division of the region to the agents , Then the agent is equivalent to the brand in the local spokesman, his words and deeds are the reproduction of the brand, so the manufacturer is bound to make its demands agents .As agents, should take the corresponding responsibility.
Second, the value of sharing. No matter how many years of cooperation between manufacturers and agents, although there is a certain emotional drive, but the biggest driving force is still their motivation to develop, return to the nature of the business are quantitative returns. No one factory will not Undetectable backward productivity compromise, and any agent will not be greedy manufacturers of blood and leave.
Therefore, the future relations between manufacturers are mutually beneficial, mutually supportive, mutually supportive and mutually influential ecological relations, and both parties should have something to bear, to do something and to obtain something.
Only Vantage, lively is our, is the future.