how wahaha control its distribution channels
In 2008,the wahaha group had achieved the sales volume of 32.5 billion , being the Mr.Big in Chinese beverage industry.there is no great difference between the technology of its products and its competitors'.so what made wahaha itself outstanding? the indestructible distribution network tells the secret. wahaha has showed a good exemple in dealing with the distribution channels ,which are the most challenging part in the management of a business.
the management system and practices of wahaha are run through by its unique management strategy.
1、the joint marketing system. wahaha has prudently picked up over 1000 dealers in China's 31 provices. they all together unite to be a great joint marketing system,covering nearly every town and country in China. to build up mutural trust, wahaha adopt the caution money to change the organization form of trading between itself and its loyal franchisers.this new organization form, named by Qinghou Zon, the chairman and general manager of wahaha, is called the joint marketing system.
2、the different price rank system. the current markeing network of wahaha consists of the company itself, the special Class A and Class B dealers,the general class B and Class C dealers, and the retail terminals. and strict price management is implemented in the network.
3、the overall incetives.wahaha not only offer rebates for certain sales volume,but also take various stimulant measures such as holding sales events to bestir dealers indirectly.
第四点missing了?
5、the strict sectional responsibility system and system of awards and penalties.in the contracts wahaha signed with special dealers,there is a rigid restriction of the sales territory, which can prevent dealers from selling goods in other areas and effectively protect the benefit of dealers in every specified region.
6、the establishment of good relationship with dealers. after the cooperation with dealers is settled, wahaha will make efforts to turn it into a long-term strategic partnership.
7、the special attention on the marketing team foundation. wahaha has only about3000 salespersons in the whole country. but it is thissmall group which creats the miracle of over 32.5 bilion annual sales volume. the achievement should be owed to wahaha's special attention on the construction and cultivation of the marketing team.
一天译一点,终于完啦 不急的话我再改改…