How to avoid channel waste in the construction of paint channels

With the increasingly fierce market competition, more and more paint companies are adhering to the concept of “get in touch with the world” and work hard on channel construction. It is undeniable that the vast sales channels can indeed increase the sales opportunities of paint companies. However, people in the industry pointed out that the construction of channels is not much, but because of the fineness, paint companies must not waste resources in order to build channels.

Channel selection has standards

When selecting channels, paint companies should have certain criteria when selecting channels: such as business scale, management level, business philosophy, acceptance of new things, cooperation spirit, service level to customers, number of downstream customers, and development potential and many more.

For example, when choosing a middleman channel, it is impossible to overemphasize the strength of dealers and ignore many problems that easily occur. For example, powerful dealers also run competitive brands and use them as bargaining chips; Strong distributors do not spend a lot of energy to sell a small brand, and manufacturers may lose control over product sales. The paint manufacturer's relationship should be matched with the company's development strategy. Different manufacturers should correspond to different distributors.

Channel relations need to be coordinated

Paint companies should resolve the conflicts between companies and middlemen caused by the narrow market, harmonize corporate channel policies, and standardize service standards. For example, in order to quickly open the market, some paint manufacturers choose two or more distributors in the initial stage of product development. Because the two general agents often conduct vicious price competition, it is often the case that although the brand awareness is high, the market The situation of expansion is very unsatisfactory.

Of course, coating company relations need to be managed, such as the prevention of the inspection of goods should be strengthened inspection, to prevent the return of goods should be strengthened training, the establishment of incentives and penalties, through the effective combination of humane management and institutionalized management, in order to cultivate the most suitable for the development of the company's relationship between manufacturers.

In short, in the construction of channels, it is wrong to think that it is necessary to be more and more broad and not to fall behind. Paint companies have chosen good channels, and they have reached the limit. This is the best use of this.