Went to the New Year season of collection, and unlike previous years, the global economic crisis, wind burst Jinsi a while, making this year the winter, whether manufacturers or channel, everyone's nerves are stretched too especially tense, industrialists, from Alibaba , Huawei, Lenovo, China Vanke these well-known companies, are busy "misappropriating" even "Guo Zihao" the China Ocean, hoarding in the hands of 360 million in cash, for small and medium enterprises, the end of the year for cash flow The "looting" the intensity is conceivable; and channels, but also its own channels, "the words Scriptures" measures - no purchase, raw materials are now the fall anyway, you do not cut prices, sooner or later there is another price reduction I just put the cash in hand for the trip.
One side is the factory to "Tuen food," the other side is channel would not "cross grain", the makers of the seemingly irreconcilable contradictions, you really did not solve the road?
The key cash flow is a "flow" character, as long as the cash can flow up, manufacturers and channels can actually make profits on; the key is how to break the current stalemate between the parties predicament, so that channel, "obediently" the cash to you? Consider three strategies "crack tips":
Break one of the secrets: a large fortune quietly muffled
In 2008, some manufacturers can be said that from the end of the first to have complained to the channel of water, in the first half told the channel, its upstream raw material has gone up by so many; in the second half told Channel: We have entered the number of how much expensive raw materials, now must be slowly digested and so on. These words may be said is true, but in the channel to listen to a completely different flavor: the former is simply to say "sorry, we have to price increases," and the latter said, "Sorry, I have to wait digest Stock price cuts after "Therefore, such" grievances "Even if the channel is not listening to surface attack, it is actually anything in the fire, and manufacturers of communication envisaged effects difference between the cry. In fact, the manufacturers the best solution is to channel the Church, "quietly, muffled large fortune."
How to understand what this mean? Just mentioned, the factory kept the prices of raw materials to their state to the channel said, is a very sensible approach, especially in the current price-cutting cycle, the channel that your raw material prices once a can fallen by a thousand months, he dared to purchase strange! the channel if you do not know the situation on the factory price cuts made correspondingly, will not so strong concerns at the time of purchase, will not so much .
Some people might say: Now a variety of pricing information are transparent, how can I cover up is maintained? To remember: We do not want you to cover up, but you go to church sources, the end users learn to "quietly" as consumers and manufacturers and channels of thinking are very different in fact, manufacturers and channels of thought is the focus of "benefit" of cargo hold in the hand is to replace the lost cash, so for the price of an extra little sign of trouble care; and consumers to buy things back to "use" to realize the value the product itself, except for real estate investment goods such as addition, they are basically not interested, nor so many efforts to study the production of each costs rise and fall, in other words, consumers have a "price sensitive" one of the lowest group.
One example: in the first half newsprint prices soaring, the domestic retail prices up more than newspapers, with an average increase of 40% - 100%, while the second half of market downturn, nearly 20% price cut newsprint, Beijing, Shanghai, Tianjin and other places recycling old newspapers from the September price is 2 yuan per kilogram in November slumped to about 0.4 yuan to 0.5 yuan / kg, but to date there is no domestic newspapers announced that 2009 will be a price cut, why? because the newspaper In the "muffled fortune," they will not tell readers have cut prices at all, in fact, even know, most readers simply will not care. In this way, the newspaper will not consider price cuts.
Therefore, the current channels, there is no need to give birth to so many concerns, because your end users will not like you did the factory owners, fixing authorities merely to ask lower prices. As manufacturers, should explain this reason in layman's language to the channel: Since today is still able to a relatively high price of the goods sold to customers, why should they waited in vain for lower prices, lost their profit margin? If the channel can provide us to his idea to think about this issue, they will behave in purchasing a more positive side, manufacturers at the time of year is also a guarantee of cash flow.
Crack tips for two: the main push middle and low product
Year repatriating their capital, are you going to push what the main channel of delivery? If the answer is "the main push in the high-end products", my answer is: you will die miserable.
"Product upgrades" is a cliche, the problem is that such ideas are not always correct.
This year's "11" period, Taobao's transaction volume nearly 300 million yuan per day, up 200% over last year; stark contrast: Beijing, Shanghai, sales of traditional department stores in 10 After the sharp decline in the month, some 30% decline. The two sets of data indicate? Help consumers are now more inclined to buy "bargains", who originally manufacturers the product structure in the table out of the list of middle and low product, it may be now, or even straw in 2009!
There is no doubt that middle and low product will once again usher in their golden age, the recent period, selling prices of around 2,000 yuan in the 32-inch LCD TV is one of the most typical example. Manufacturers want the channels to purchase at this stage, must be popular in the middle and low product should mainly be able to speed up the repayment of funds, the "panic" to more cash;
From the channel perspective, it should seize the opportunity at this time, using high frequency, small quantities of purchase method of making real profits; some agents indulge in "Chibidaigou" and other price cuts, in fact, even if few more months until the price cuts, you still could have lost by several rounds of purchase - sales and their profits, so this method is not advisable. What we need is tangible real income, rather than the elusive and the "paper gain."
Crack the secret of three: a bold attack contrarian investment
Stocks of the master know that the key to winning stock market contrarian thinking, according to Buffett's famous quote, "When the people fear greed, greedy when others fear", only win. This statement can also apply to our new channel development: a time like this, you still dare to investment? Most people the answer must be negative. That being the case, few companies dare to attack at this time, there may be successfully "seized" large sums of cash income.
At present, many industry downturn, the dealer groups, is "the people wanted change," the occasion, financial turmoil, unemployment "returnees" part of the high-income groups, there are business needs, the State Council issued on September 28 subsolar "On the promotion of entrepreneurship to improve employment guidance work", has just concluded Central Economic Work Conference which takes capital growth, promote employment as the focus for next year can be said that Cishi to start Xiangmu investment, Duiyu manufacturers who, is occupied the weather, geography, and, as long as the proper strategy, it seems ridiculous not a truth?
In the current investment under such circumstances, the success of cross-industry select agents more likely, because in fact present in all sectors there is a "Fortress Besieged" effect, always feel that to do other industries, the day be better than yourself. Therefore more willing to cross to select the manufacturer of investment projects. Petrochemical industry at present is to conduct high-profile investment of Lung Poon lubricants, for example, the development of new clients, from the pharmaceutical, cosmetic, and household appliance industries the agency to account for a large proportion of these new agents to join providers, channel structure for the enterprise has brought new blood, new thinking, if we can successfully grow, manufacturers will be an important response to economic downturn next year, "magic weapon" and, of course, its success to support the premise that early manufacturers and training must be in place .
"Fight for the cash" is undoubtedly the major manufacturers end of the year-end loudest slogan, but the final analysis, the channel Ye Hao, consumers might, in fact, should the interests of our community of manufacturers, there is no need to regard as "enemies." To acquire the above three tips, manufacturers and channels can be in the bargain, the small fraction of "gunpowder", and the more sort of "join hands" and "partner feeling."
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