Toy dealers who will not be new products will never do much!

It is not acceptable to only be a distributor of mature products. In the big brands of big brands, dealers can make quantities without effort. What really reflects your ability is to give you a new product. How do you compare with other dealers at the same market starting point? Conversely, a dealer who is good at pushing new products must have a place in strategy, management, execution, and competition. The more opportunities for growth!

1, to do new products can get support from the manufacturer's policy

In the operation of new products, enterprises have more incentives in terms of policies, and enterprises that do not know how to motivate are also wrong in promoting new products. Procter & Gamble launched the Running Shampoo and spared no effort in consumer activities. Advertising, new product launches, and promotional activities continued, but there was no special support for the profit of the channel, and it was one of the main reasons for P&G's failure.

Distributors are grown up by companies. Niu Gensheng said: Resources are not in possession but in dominance. The same applies to dealers. Selling old products, if they can be "moving", companies are not willing to invest more, so dealers should be good at using the company's investment in new products to do "your" market, and gradually accumulate.

2, the gross profit of new products will be higher

Because of the manufacturer's policy support, the price of new products is opaque, etc., there will always be more gross margin space for new products. For example, Shuanghui "Wang Zhongwang", a product that has been sold for more than 20 years and sold for 10 billion yuan, can be sold at that price. Why do you give customers such a high profit? It is good to earn a "delivery fee" for you. . Unification of instant noodles, giving the dealer a five-point delivery fee is very polite. And new products have more "commercial flow" requirements, to distribute goods, to display, to promote, etc., naturally will be more distributed, so if you do "Wang Zhongwang" only 8 points of gross profit, do new products should Will not give you less than 15 points.

3. More use of channels

The network that the dealers are trying to accumulate is equivalent to the built highways and field trails, and the products are continuously sent to the terminal stores of different sizes. I have built a road. Of course, I hope that more cars will run, and more use will be able to collect more “road maintenance fees”.

In fact, the channel is the same, you need to run more products, more high-margin products to adjust the dealer's profit structure. Some dealers know this truth, so they may pick up many brands to operate.

Make instant noodles and make ham sausages. You can also sell water for drinks or condiments. However, for dealers, it is a mistake to distract yourself from doing more than one brand! Previously we said that “putting eggs in different baskets can spread the risk”, but at the same time, it also distracts us.

In fact, the bigger the dealer, the more concentrated his brand (or category) will be. You have 10 brands in your hand, it is a bit like a wholesaler, there are 30 brands that are retailers! Therefore, dispersing different brands is not necessarily the way for dealers to grow bigger. Focus on three or five brands or one or two categories. Introducing new products and adjusting product structure and profit structure is the right way. Therefore, the ability to promote new products is the ability that dealers must have to grow bigger.

4. New channels for dealers can be expanded through new products

Products and channels should be combined, and different products should be differentiated in terms of channel expansion. Therefore, new products cannot be driven by old channels alone. Shuanghui “bubble partner” ham, listening to this name, may help you expand the “station, dock” channels; “Taiwan sausage” may help you expand the channels of tourist attractions; “Q fun” can help You expand the channels of Internet cafes. Don't look down on these "specialties". At that time, the fragrance of milk tea was first made from the "Internet cafe" channel.

5. New products are a good opportunity for customers to start a second business.

In some categories, you have become the leader of the region. If you want to break through, there may be a bottleneck. Introducing a new product is certainly an opportunity. For example, Jie Liya towel has already become the boss of the category. The company also feels that it is not easy to break through. Therefore, in recent years, new products have been launched. For example, underwear and cotton socks were launched in 2010, and thermal underwear and stockings were launched in 2011. For many customers, it is also an opportunity for a second venture.

Finally, a higher level of pursuit is that it is a great achievement for a customer to successfully launch a new product. After the storm, your team, including your team, will be greatly improved. In fact, when recruiting a brand, in addition to seeing what brand you are acting on to judge your ability, it depends on whether you have successfully operated a new product. This is a more important indicator, so this is also your aura.

Anyone who does not push new products will have limited development and it will be difficult to grow up.

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