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Traditional agricultural machinery sales channels have already differentiated dealers where to go?
[ China Agricultural Machinery Industry News ] In recent years, the trend of domestic agricultural machinery sales channels sinking is very obvious, the traditional agricultural machinery channels have been differentiated, and the contrast between the upstream and downstream powers of production enterprises and distribution enterprises has quietly changed. Where should the agricultural machinery dealers who pick up users go?
Looking at the agricultural machinery sales channels in recent years, it is not difficult to see the following changes: First, the focus of large enterprise channels shifts to the county-level market. Many large-scale agricultural machinery enterprises have canceled the provincial and even generations, and the channel center of gravity has been pushed to the county-level market, and county-level dealers have been authorized as first-class dealers. Second, small and medium-sized enterprises have seized the township market. Faced with the brutal competition in the county-level market, SMEs adopted a more direct, thorough and pragmatic channel strategy, directly to the townships to open stores; Third, the characteristic agricultural machinery directly to the user direct sales. In view of the newly emerged agricultural machinery in recent years, such as: balers, silage machines, orchard machines and other agricultural machinery equipment directly sold to users. All of the above phenomena indicate that the sinking trend of agricultural machinery channels is unstoppable. How should dealers deal with this situation?
Go with the trend and take the initiative to sink. Since the sinking of domestic agricultural machinery channels is already a trend, it is better to take the opportunity to lower the attitude and sink your own channels to the towns and villages, and to take the initiative to establish direct sales or secondary sales in counties and towns before the manufacturers. Network, as long as the cost of sales through distributors is lower than the cost of factory direct sales, upstream manufacturers will also choose to cooperate with dealers.
Second, build service capabilities and enhance the irreplaceability of dealers. With the development of high-tech and intelligent agricultural machinery products, the requirements of users for services are gradually increasing. For dealers who do not produce products, service is the only core competitiveness of agricultural machinery dealers. Dealers must cultivate their own service teams and build their own service capabilities, instead of relying entirely on the manufacturer's services. Only the service capabilities of the competitors are strong and irreplaceable. The upstream manufacturers will rely on the dealers for long-term cooperation.
Third, lay out the market for agricultural machinery, expand new business, and make more profits. For dealers, it is possible to carry out combined operations of agricultural materials business: seed, fertilizer, pesticide, agricultural machinery, maintenance services and other businesses at the same time, enrich business forms, increase new business, multi-point profit can make dealers enhance Reduce the dependence on upstream manufacturers by controlling their own destiny.
Whether it is willing or not, the relationship between the upstream and downstream of the agricultural machinery industry has changed, the channels of manufacturers with different strengths have also been differentiated, the conflicts between upstream and downstream have increased, and the pressure on dealers is facing. Under this circumstance, agricultural machinery dealers need to take the initiative. Innovation and change, as long as you have value, you will not be afraid of partners, you must know: there is no eternal friend, no eternal enemy, only eternal interests! (Original title: The agricultural machinery sales channel is unstoppable, how should dealers deal with it?)