For air compressor companies, the air compressor marketing channel model is brewing a revolution, and this change may have a huge impact on the traditional channel model. Regardless of how the channel changes, there are four major trends, air compressor companies should be able to grasp: First, the channel portfolio is diversified. In fact, more and more air compressor companies are beginning to adopt a mixed channel model, channel combination, in order to multi-channel, improve product sales and market share; Second, channel function composite. The new channel power will inevitably emerge, and pursue the multi-functional integration of display, sales, service, accessories, information, etc. This is not only the needs of business operations, but also the needs of satisfying customers' diversified services. Third, the channel is standardized and visualized. The new channel operators pursue channel image, including the visual image, personnel image and service image of the dealers/agents in the storefront; Fourth, the rise of third-party channels. The so-called third-party channel refers to the product circulation path independent of the air compressor sales enterprise and independent of the customer, but different from the traditional distributor/agent. For emerging third-party channels, it is characterized by large-scale operation, chain development, and standardized management. Analysis of traditional channels and sales models There are three main types of air compressor channel modes: First, the distribution agency model. Air compressor enterprises can achieve the purpose of regional market distribution by developing dealers and agents, which is the most commonly used channel model for air compressor enterprises. There are two situations in the dealer agent mode: (1) manufacturer branch/office distributor/agent final customer; (2) manufacturer regional manager dealer/agent final customer; second, cooperative business model. The air compressor enterprise and the distributor jointly establish a regional branch and form a joint stock system. Of course, mainly air compressor companies cooperate with strong distributors in the regional market. This has also been tried in other industries, but it is rare. For example, Gree Central Air Conditioning adopts this channel mode; the third is the channel self-operated mode. Air compressor companies directly set up sales and promotion to target customers by setting up branches or offices. The channel model is the product distribution and distribution model, and the sales model is how to make the industrial products complete the transaction with the customer, which is directly aimed at the final target customers. It can be said that the sales model is a specific action in the channel mode. In general, the traditional air compressor sales model has the following five main types: First, the personnel promotion model. This is the most traditional and oldest sales model and a very important marketing tool. However, the actual situation is that it is not enough to pass personal public relations, because air compressor procurement is gradually standardized, and there are many intermediate links and procedures. Moreover, air compressor procurement is usually carried out by a team involving users, influencers, decision makers, approvers, purchasers, gatekeepers and many other procurement participants. Therefore, in the marketing process, it is necessary to carry out personnel promotion from the perspectives of sales personnel, service personnel, technicians and leaders, and implement three-dimensional marketing, taking into account the interests of each participant, so as to increase the probability of success. It can be seen that it is increasingly unrealistic for air compressor companies to influence the entire procurement team with the power of one person (sales personnel); the second is the direct marketing model. Direct marketing is also called direct marketing. It means that air compressor companies provide product or service information to customers and potential customers through non-personnel media. Customers usually complete product ordering process through postal, telephone, computer or other technology media. This refers to the use of letter letters, telephones, catalogues, DM (air compressor direct investment media), E-mail and other means of sales, the current mode can only play the role of information transfer, for the achievement of substantive transactions, There is a lot of work to do; the third is the online marketing model. In fact, the network refers not only to the Internet (China Air Compressor Network, Alibaba, Baidu), but also to mobile media networks, Web2.0 web applications (blogs, mobile blogs, RSS, etc.) and other new media based on new technologies. It is a larger network. At present, networking is still the main medium. It can be promoted on corporate websites, professional vertical websites (China Air Compressor Network ), and portal websites, but it mainly displays information and transmits information. At present, the number of Chinese netizens has exceeded 500 million. This is an optimistic and not negligible number, which is a good news for enterprises to carry out network marketing and dissemination. However, due to the large-scale, batch, and long-term procurement of air compressors, there are still few customers who make sloppy purchase decisions based on network information. Fourth, the conference sales model (such as September 2011) The Zhejiang Agent Heroes Association hosted by Dingli Media on the 24th). Mainly air compressor companies hold their own or as a sponsor to participate in various meetings to achieve product sales, this method has a sales effect. Of course, there are various forms of meetings, such as customer seminars, technical presentations, technical training sessions, expert exchange meetings, media communication meetings, on-site promotion meetings, channel investment conferences, agency meetings, and so on. Conference marketing plays an important role in air compressor marketing. Through conference marketing, companies can achieve the following goals: focus on target customers, display and shape corporate image, explain and disseminate corporate ideas, introduce and demonstrate product mechanisms, and effectively tap customers. Demand, reach on-site trading intentions, etc.; Fifth, participate in the procurement bidding of the agent group. This is a road worth exploring, and it may be a trend. Agents are not only better than quality, but also better than popularity, price, and service. At the same time, agents use tenders for procurement, and one purpose is to increase the transparency of transactions. Therefore, companies must establish professional bidding teams within the sales system to achieve trading objectives through competition. The above five points are the ways for enterprises to promote the market. Each enterprise can choose according to its own characteristics. In this case, we have certain research on network, conference marketing and agent procurement bidding. We hope to learn from those who want to develop here. Explore and hope to provide effective products for agents and markets in an effective way.
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