Whether the brand abandoned the building materials dealer should build its own brand
Abandoned home building materials dealers should not build their own brands
When the reporter recently visited the market, I heard that many merchants proposed to build their own brands. According to the merchants, the reason why they want to build their own brands is mainly due to two reasons: First, the manufacturers are getting less and less support for the regional aspects of the brand, and the contradiction between the manufacturers is that the three feet are not cold. It is not a day's work to want to thaw. Second, the agency of the brand is very unstable. A brand's success in the region needs to be nurtured, but in recent years, dealers often face a situation in which brand agency rights are frequently changed. Dealers spent their time on nurturing and publicizing, and when the harvest was in sight, they always encountered manufacturers with all kinds of harsh conditions, and dealers were forced to cancel the agency.
Can not afford to be abandoned by the brand
A Jun is a Qingyuan person. He was originally a senior executive of a real estate company in Shenzhen. After years of struggle, he accumulated some capital. In 2006, he plans to go home to start a business. According to his understanding of the real estate industry, he believes that the take-off of real estate will definitely drive the prosperity of the home building industry. He began to examine the brand of building materials with a keen businessman's tentacles. After many comparisons, he chose a growing cabinet brand.
As an early distributor of this brand, the manufacturer also gave some support. After obtaining the agency rights in Qingyuan, in the development of the market, A Jun spent a lot of energy, from the team's formation, network development, after-sales service, etc., his business slowly entered the normal development track. After two or three years of market cultivation, the brand has gradually improved in the Qingyuan area. At the same time, the brand of the manufacturer has gradually grown up, ranking among the top ten brands in China, with various actions. A Jun even fortunate for his long-term vision and chose such a potential brand.
Seeing that the business is getting better, he slowly let go of his heart. He feels that he has finally worked hard, and his early investment has slowly paid off. However, just after the completion of the previous market development, the manufacturers suddenly put forward various harsh conditions, which is much like the idea of ​​reclaiming the agency right.
He did not understand, he went directly to the factory to ask, the manufacturer said that this is determined by the company's strategy, not for which agent. After several disputes, the manufacturer returned the deposit and the remaining goods manufacturers unconditionally withdrew. The agent's brand was taken back by the manufacturer, and A Jun felt very hurt. In order to make up for the loss in the early stage, he had to re-find the brand and use the original network to resolve the difficulties of operation, so as to enter the normal track as soon as possible.
What makes A most sad is that all the difficulties in the early stage of the business have come true. It is because the development prospects are getting better and better, but when the dawn is about to be seen, it is hard to accept. Despite his efforts to fight, he still couldn't stop the manufacturer's determination to impose harsh conditions. A Jun had to silently watch the brand like his own child slipping away from his hands.
It is not uncommon for manufacturers to change agents and agents to change brands every year. This kind of bad cooperation often damages the development of manufacturers and agents. Imagine a brand that needs the energy and effort of brand owners and agents from entering the market, to consumer cognition, and then to cultivating its brand loyalty. When the management of the agent is slightly improved, the brand that has been cultivated hard by itself has to be handed over to others, which has greatly damaged the development and interests of the agent.
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