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Market competition is brutal; those who do not advance will retreat. If agents want to develop further and gain greater benefits, they must first know where their problems lie.
First, the industry scale is continuously developing, and brands are constantly emerging, but the sales teams are not matching up, and management is lagging behind. What should be improved has not been improved, and what should be transformed has not been transformed.
Second, mindsets have not changed. Some agents have a mentality of being content with small success and comfort, losing the entrepreneurial spirit they once had.
At the beginning of their ventures, they were often not recognized by retailers. Agents would distribute bags and flyers in front of retail stores... In this way, they continuously conquered one position after another, winning the trust of one retailer after another. It was the entrepreneurial spirit and persistent efforts of agents that created today's success.
But now, who is still fighting hard for product launches? Who is still working on building networks and channels for new products? Who is still cultivating consumers for new products at retail stores?
Some agents are gradually becoming logistics providers. If they do not transform, if they do not change their mindsets, if they do not strive and fight, and are satisfied with the status quo, they will eventually deplete their resources.
Agents are not making efforts to expand consumer groups for retailers or attract new consumer groups. Retailers are very resistant to this, and it will only make the brand a supplementary product for retailers, unable to seize market share from competing brands.
As the team grows, agents consider themselves successful and no longer hold meetings with retailers, do not exchange experiences, and cannot fully understand the market. Communication is decreasing, problems are accumulating, and if not resolved in time, they will become time bombs in the market.
In terms of terminal image, the hanging flags and X-stands that are produced are nowhere to be seen at the terminals. Lightbox films are not replaced in a timely manner; some stores still have sunscreen lightbox films in winter. What will retailers think? If you cannot even replace basic materials, it is like treating retailers as hens that lay eggs, only wanting to take the eggs without taking care of the hens. So why should retailers sell your products? Why should they lay eggs for you?
A considerable number of agents simply distribute products and consider it done, or pursue market sales volume rather than market coverage rate and outlet coverage rate, rather than making every effort to help terminals sell products to consumers. This blind and arbitrary operational thinking leads to extremely low survival rates, especially for new products. Such agents can only be called logistics providers.
First, we must be clear: what are the responsibilities of an agent?
In network development, calculate one outlet per county, town, and township. Within the area you represent, you must complete the development of the required number of outlets and maintain them.
Each retail outlet must meet the company's required number of products to be stocked. Agents are responsible for supplying retailers with all company brands in a timely manner, ensuring that each outlet has sufficient products for sale, and are responsible for making retail staff familiar with the selling points of company products, organizing exchange meetings, training, and formulating promotional plans.
In terms of terminal display materials, only by building the terminal well can brand awareness be improved and competition be possible. Therefore, each outlet in the agent's area must display essential materials (such as posters, hanging flags, display racks, expert photos, KT boards, etc.) in prominent places in the store; special materials (such as brand eyebrow stickers, human-shaped stands, etc.) must be displayed in more than three places in the store; regular materials (brand bags, flyers) must be available and distributed for promotion, and seasonal materials should be used and replaced in a timely manner during holidays and regular promotions. Agents must fill out and submit a promotion plan to the company based on the number of outlets in their area.
Source: "China Wine Affairs"
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