Post-holiday hardware business season marketing: five points to channel distribution grasp

Many hardware companies have done a lot of work in the off-season, and they still haven't seen a breakthrough in the market and sales during the peak season. Why? How can we live up to the sweat of the off-season? Let the seasonal season have a good harvest and maximize the sales volume? The author thinks, The most important part of the first phase of the busy season is “drainage is full”, that is, the hardware company’s business personnel must complete the maximum distribution of all the channels that have been developed and are being developed, whether it is the distribution rate or The volume of single stores must reach the highest peak in order to achieve sales during the peak season. To do this, we must focus on the following points:

1. Existing network upgrades.

Sales during the peak season are mainly achieved through existing networks. In the first stage, the development of “blind spots” under the existing network coverage, improvement of weak points, and processing of crisis points is an effective way to improve the distribution capabilities and distribution quality of the network.

2. New markets, new channel development.

Off-season market development is difficult, and many undeveloped markets may be quickly developed during the peak season. The growth in sales comes from both the “enclosure movement” developed in the new market and the “special weaving net” initiative in the development of new channels.

3. Focus on and increase channel promotion.

Occupy the channel for each link of warehouses and funds. Because the channel has a relatively good psychological expectation for the season, as long as the hardware company can provide attractive promotional efforts, it can press the product full of channels.

4. Firmly grasp the "main canal".

In the distribution network, the core distributors play a crucial role in the sales breakthrough in the peak season and are in the position of “main canals”. When setting up sales policies, hardware company business personnel must ensure that the interests of the core distributors are higher than those of the general distributors, and they must also control the core distributors so as to prevent the core distributors from picking up goods and selling them at a price so as to harm the interests of the entire network.

5. Effective combination of multiple varieties.

The needs of consumers at all levels will expand during the peak season. While promoting the highlights of the main products, product promotion should be good at playing “combination boxing” and “migrating boxing” to effectively interact with different levels of consumer demand, taking into account channel sales and profit. Necessity and need to combat competing products.