For many years, home building materials dealers have been attached to the store to open stores. From the moment the dealer entered the contract to sign the contract, he would not hesitate to take the nose and walk away from the store. The next step is to sell the rent one step at a time, and the advertising fee is more frequent every day. "If you can do it, you can't do it, there are people waiting in line to wait..." This kind of swearing also hurts people once.
The furniture business is bleak, the dealers urgently need to find the alliance as a backup
Faced with such great economic pressures and psychological pressures, dealers have to choose to be silent even if they face collapse and bankruptcy. As the saying goes, "How can people not bow when they are under the dwarf?" Is it really gold? Dealers urgently need "mother family" to support, if there is a strong backup, dealers can say "no" to the store.
There is no hardship for the "family family"
The way of cooperation between home stores and dealers is mostly based on leasing. The lease agreement between the two parties is signed every year at the insistence of the sellers. The agreement often includes unqualified obedience management of the dealers, and participation in the store organization. Promotional activities, a certain amount of drafting and other terms. The unequal status of the two sides has existed since the moment of signing the contract.
In March 2011, the contradiction between individual stores and dealers in Lanzhou gradually showed up: first, the dealers delayed the payment of rent, and the sellers forced the gates to shut down. Some dealers simply closed their doors. However, the store side did not retreat because of the dealer's business, but unilaterally notified: one day to pay the rent, a fine of 5,000 yuan per day. After dozens of days of game, the renter who paid the rent paid a fine and paid a fine. This fight ended in the failure of the dealer.
During the “May 1st†period, the store issued a notice to the dealers, because the Lanzhou Marathon competition requires advertising support, and each family will receive a publicity fee of RMB 4,500. This notice immediately blasted the pot in the dealer. Some dealers told the author that although it was "May 1st", the business was not good at the time, and with the increase in rent, most dealers could not get any money, and the marathon was of little significance to the merchants. The dealer does not want to pay. The store still uses mandatory measures to put pressure on the dealers. In the end, most dealers have paid, and only a small number of people have not paid.
In July, the store is still calling a small number of bosses who are in arrears with rent, but the dealers who are under rent are no longer taking care of the store. Since then, the store side has not shown excessive strength as before, but also began to say good things to the dealers, I hope they will pay the rent. The store side not only reversed its attitude, but also did not mention the publicity fees. Promotional activities and publicity were still done normally. The front and back of the store side, perhaps Christine, may have seen the reality of the decline in business last year, afraid of dealers to withdraw. But on the other hand, it also shows that if dealers can straighten up to be a person, the sellers can't ignore their attitude.
The attitude of the store changes with the attitude of the dealer. A boss who asked not to be named told the author: "We have a lot of expenses for the payment, and we can't give up one point." However, after all, individual people can't compete with the market side alone. Dealers can organize themselves in different industries and set up corresponding institutions. By coordinating this organization, they can better protect their rights and interests.
Dealer Alliance lets dealers "go back to their homes"
It’s easier said than done, and it’s not going to be easy. Dealers have been fighting for many years and have strong independence, hoping to be flexible. If you have an industry organization, you have a feeling of being constrained. But if you can make a comparison between restraint and damage to equity, you will find that there are industry organizations, and the benefits are too much.
After the establishment of the industry organization, it will become the de facto "family family" of the dealer. According to the author's understanding, there are currently several chambers of commerce and associations in Gansu Province. Gansu Province Furniture Industry Association is the earliest established industry organization with more than 40 members. There are also merchants' associations based on the Jiangxi Chamber of Commerce in Gansu Province, the Sichuan-Chongqing Chamber of Commerce, and the Zhejiang Chamber of Commerce. These chambers of commerce bring together bosses from various industries. But industry organizations that can really serve dealers or become masters have never appeared.
In March of this year, the Asia-Pacific Media Distributors Alliance was launched nationwide for the purpose of service, guidance and training of dealers. The Dealer Alliance not only provides dealers with the latest product information and marketing knowledge in the industry, but also organizes dealers and store managers to visit and learn from Southern companies in a timely manner to further enhance sales and service capabilities. The establishment of the dealer alliance will fundamentally solve the problem of dealers' right to speak and win a broader space for survival and development for dealers.
Gansu Lanzhou Shengmei artificial stone Wang Minghua said: "The dealer alliance is an industry organization that we urgently need. With this organization, not only can the communication between peers be strengthened, but also in the game between the store and the dealer, the dealer alliance can be Coordination, the final result will be far greater than the effect of negotiations by a single dealer."
Have a "female family" to have the right to speak
Brand Alliance, the brand China Industry Alliance, is an unincorporated, active, and academic non-governmental alliance dedicated to promoting "China's industrial branding and branding China's industrialization." In the actual operation process, some brand-conscious and service-conscious merchants set up their own brand alliances to serve the consumers with a number of preferential measures such as “unifying external publicity, unified after-sales service, and unified event price discountsâ€, thus disengaging the stores. The overall planning and marketing model can make the benefits and intimate services conducive to the customers, and truly achieve the attack. However, in the interview, the author learned that it is rare to survive and survive to this day. Most of them are disintegrated on their own.
The establishment and development of a brand alliance must stand at the height of the industry to really play a role. If only a few brands are advertised together under the banner of the alliance, then it loses its meaning. A member of the Lanzhou home brand Huizhong Alliance told the author that the president of the alliance is a floor brand owner in the home improvement industry. When he has time, he will do some alliance communication. If the business is busy, the alliance will be opened. There is a lack of communication between brands, and everyone is a loose sand. Maybe in a few days there are other brands to talk about cooperation and follow other alliances. Such a brand alliance is just a collaboration between everyone and an event.
The dealer alliance is not the same. It has to become the "family family" of the dealers. It is only the proper meaning of the alliance to bring everyone together to do business, but it is by no means all. Dealer alliances should also take on more important responsibilities, strive for the greatest rights and interests for members, and strive for greater survival and development space.
Unity is the strength. With the support of the dealer alliance, the vast number of dealers can form a stronger force, and it is possible to change the situation that is restricted by enterprises and stores, and obtain the right to speak with other institutions through the form of group.
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