---
title: "Dealers Are Not Obedient and We Don't Know How to Manage Them. What Should We Do?"
description: "The former 'FMCG Dealer Professional Management Consulting' has been renamed to New Distribution. Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Introduction: More and more clients are giving up their agency rights, saying that the company's pressure to stock up is too heavy and they can no longer bear it. Originally, the company treated clients as partners and imported concepts and systems to help them grow and develop. Now, various disharmonies with clients have emerged. What is wrong with channel construction in the current environment?"
author: "谭长春"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-10-03"
categories: "Dealer Operations, Management & Methods"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/dealers-are-not-obedient-and-we-don-t-know-how-to-manage-them-what-shoul-51f1b27e.md"
original_source: "https://mp.weixin.qq.com/s/xybjudp35pQ4MoFhC2WVgA"
translation: "https://xinjignxiao.com/zh/articles/%E7%BB%8F%E9%94%80%E5%95%86%E4%B8%8D%E5%90%AC%E8%AF%9D%E4%B9%9F%E4%B8%8D%E7%9F%A5%E9%81%93%E6%80%8E%E4%B9%88%E7%AE%A1%E4%BA%86-%E6%80%8E%E4%B9%88%E5%8A%9E-51f1b27e.md"
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citation: "谭长春. “Dealers Are Not Obedient and We Don't Know How to Manage Them. What Should We Do?.” New Distribution, 2016-10-03. https://xinjignxiao.com/en/articles/dealers-are-not-obedient-and-we-don-t-know-how-to-manage-them-what-shoul-51f1b27e/"
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---

# Dealers Are Not Obedient and We Don't Know How to Manage Them. What Should We Do?

> The former 'FMCG Dealer Professional Management Consulting' has been renamed to New Distribution. Long press the QR code or click 'Read Original' to register. 30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry. Introduction: More and more clients are giving up their agency rights, saying that the company's pressure to stock up is too heavy and they can no longer bear it. Originally, the company treated clients as partners and imported concepts and systems to help them grow and develop. Now, various disharmonies with clients have emerged. What is wrong with channel construction in the current environment?

**The former 'FMCG Dealer Professional Management Consulting' has been renamed to **New Distribution**
Long press the QR code or click '**Read Original**' to register.
30+ industry experts, 100+ B2B platform founders, and 800+ manufacturer and distributor friends will gather in Fuzhou to discuss the internet transformation of the FMCG industry.
**Introduction:** More and more clients are giving up their agency rights, saying that the company's pressure to stock up is too heavy and they can no longer bear it. Originally, the company treated clients as partners and imported concepts and systems to help them grow and develop. Now, various disharmonies with clients have emerged. What is wrong with channel construction in the current environment?
**Companies have the responsibility to drive dealer growth, not just pressure them to stock up**
Why did companies originally research and promote various models, set up customer manager teams to help dealers, implement deep distribution and distribution collaboration, and provide dealer training at annual dealer conferences (some might call it brainwashing)? Because they have systematic analysis and research capabilities, operate systematically as an organization, and understand the market, consumers, products, channels, and operations better. So they transfer the necessary management capabilities to dealers, working together to drive sales and performance from the market.
Pressuring dealers to stock up is clearly a sign that companies are facing their own growth problems in the mobile internet era, let alone being able to instill and improve dealers' capabilities, so they resort to force.
It can be said that the traditional 1.5x inventory has long been discarded by manufacturers, even treated as a joke.
It can also be said that in the mobile internet era, companies themselves are facing various problems, which leads to disharmony in company-dealer relationships and channel construction.
**Are clients meant to be managed? A cliché topic**
I have always believed that clients cannot be managed! A client is an independent economic entity with its own corporate or organizational development goals and its own role in the economic society. In the traditional economic era, due to information asymmetry, clients had to accept being managed, or they had little opportunity or ability to resist.
The mobile internet era is different. First, the disruptive nature of mobile internet gives dealers opportunities for their own transformation. Second, information is now symmetrical, and their learning ability and access to information have increased by several orders of magnitude. They grow very quickly, and with their hands-on operational skills, managing dealers with paternalistic or coercive policies is even less tenable!
Overall, the relationship and position between companies and dealers have changed. Originally, it was one-way, closed, and asymmetric, which can be understood as a top-down relationship, giving companies more say. Now, it is two-way, open, symmetric, and connected, and companies' discourse power is challenged.
**Systematic cooperation! The only correct path**
In the mobile internet era, as previously proposed, treating dealers as partners and engaging in systematic and integrated cooperation may be the real way out.
So-called systematic cooperation, in the simplest terms, means that a company has a complete system that includes channel members to assist, support, and jointly promote the company's marketing.
This system should be different from the company's existing SMS (Sales Management System), CRM, ERP, financial management software, DMS (Dealer Management System), etc. Why? Because the original systems were all closed data collection systems where channel members were merely managed objects. In fact, in the original systems, dealers were managed objects, not owners or partners!
Without systematic cooperation capabilities, dealers will fumble on their own (although this kind of barbaric growth and grassroots fumbling may be the most painful and possibly the least effective). Although the cost and price of such fumbling may be too high, clients have no choice but to survive.
So, without guidance from the company, they connect the enterprise end and the downstream, integrating the original commercial flow, logistics, information flow, and capital flow, and develop so-called 2B e-commerce models; they struggle on Taobao and Tmall; they develop their own products or jointly develop products; they engage in various community activities, hoping to achieve breakthroughs through horizontal alliances...
**In the long run, the company's e-commerce (online channels) will be controlled by Tmall, No.1 Store, JD.com, etc., while its offline channels (dealers) will develop independently and drift away from the company. This will be the company's biggest development pain point!**
**Systematic cooperation is the only correct path for corporate channel development!**
How can companies build a system?
The foundation of the system is a platform.
In the mobile internet era, this platform does not have to be very sophisticated or high-powered, but at least it should enable effective communication and connection between the company and clients, and allow business, work, cooperation, and collaboration to be discussed and connected interactively.
**Business aspects:** Including internal business management, visit management, order management, capital management, territory management, route management, schedule management, task management, product management, etc.
**Client cooperation:** Including client departmental management and communication, marketing interaction, sales integration, activity exchange, promotion collaboration, community co-building, price co-management, cross-industry alliances, etc.
...
WeChat is a basic communication tool used by everyone, and it itself is a basic customer communication system. If development or application can be based on WeChat, it will be a starting point for companies to build a system.
By bringing clients into a WeChat-based development system, using instant text, images, audio, and video information sources, and covering comprehensive information communication content such as people, finances, goods, orders, sites, activities, sales, marketing, and promotion, and adopting various methods such as communication, training, interaction, and recruitment, it is believed that companies can return to the 'partner' concept and truly integrate into 'cooperation', thereby achieving a symbiotic and win-win relationship between the company and channel partners!
If developing an APP, the same principle applies.
In the mobile internet era, the entire corporate channel system and its relationships are changing. Companies should strive to embrace change, be good at understanding and perceiving change, and actively respond to change. Only then will clients work with you to achieve performance and long-term development, contributing their resources and capabilities!
New Food Era · New Distribution
—— 2016 China 'FMCG + Internet' Summit Forum ——
**This is a grand event focused on how the FMCG industry channels should transform under the general trend of Internet+ transformation**
**Conference Agenda**
08:00-09:00 Registration
09:00-09:05 Host opening
09:05-09:35 2016 China FMCG Industry Trend Analysis Report - Zhao Bo
09:35-10:05 FMCG Enterprise Transformation Strategy and Path - Liu Chunxiong
10:05-10:35 Opportunities and Challenges Brought by FMCG Channel Transformation - Liu Zhao, CEO of Waiqin365
10:35-11:05 Reconstructing Distribution Channel System to Promote Urban Retail Upgrade - Tian Yuan, General Manager of Alibaba Retail Link Backend
11:05-11:25 Channel Efficiency in the Internet Era - Fu Xiaoyun, Vice President of Benlai Holding
11:25-12:00 Roundtable Forum - Brand Transformation: Improvement vs. Reconstruction?
Guests: Liu Zhao, Liu Chunxiong, Fang Gang, Chen Feng, Shi Zhengchuan, Deng Xia
12:00-13:30 Lunch
13:30-13:50 Dealer Transformation: Urban Distribution Trend Development - Wang Qi, CEO of Weijie City Distribution
13:50-14:20 Roundtable Forum - Why Should Dealers Do Logistics in Transformation?
Guests: Zhao Bo, Wang Qi, Liu Zhongmin, Tang Guangliang, Wang Cheng, Sheng Yan
14:20-14:40 How FMCG Enterprises Can Take Off with the Internet - Wang Hui, E-commerce Operations Director of Xijiu
14:40-15:00 Detailed Explanation of Zhongshang Huimin's One Machine, Two Wings Strategy - Su Xiaoxin, Vice President of Zhongshang Huimin
15:00-15:20 Category Value and B2B E-commerce Development Strategy - Wang Chaocheng, CEO of Yijiupi
15:20-15:40 Supply Chain Finance as a Lubricant for B2B to Drive Traditional Business - Chen Xian, CEO of 51 Order
15:40-16:00 Zhanghe Cloud Factory Helps Upgrade FMCG Supply Chain - Yang Lixiang, CEO of Zhanghe Tianxia
16:00-16:30 Integrating Small and Micro Retail, Reconstructing Business Ecosystem - Miao Dong, Vice President of Quanshi
16:30-16:50 B2B Investment Principles and Ideas - Zhao Mingwei, Vice President of Junlian Capital
17:00-17:30 Roundtable Forum - Who is the King of FMCG B2B Models?
Guests: Fu Xiaoyun, Zhuang Jianzhong, Jiang Tao, Zeng Weiqin
17:30-19:30 Dinner
For manufacturers and distributors who want to transform, this grand event is not to be missed. Interested friends can long press the QR code below or click 'Read Original' to register.
**Registration: Long press the QR code below or click 'Read Original'**
↓↓↓ Click 'Read Original' [Register]


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## Citation metadata

- Publisher: New Distribution
- Author: 谭长春
- Published: 2016-10-03
- Canonical: https://xinjignxiao.com/en/articles/dealers-are-not-obedient-and-we-don-t-know-how-to-manage-them-what-shoul-51f1b27e/
- Original source: https://mp.weixin.qq.com/s/xybjudp35pQ4MoFhC2WVgA

## Copyright and AI use

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Contact: zhaobo258@gmail.com · +86 158 5481 7671