How to give full play to the value of distributors to meet the challenges is a new topic under the new industrial environment. Since 2007, the internal and external environment of IT distribution in China has been constantly changing. Overcapacity of IT and fierce market competition constantly squeeze the profits of the whole supply chain, and the closure and merger of IT vendors directly affect the operation of IT distributors. The right to speak of downstream partners such as IT retailers and SI (System Integrators) is increasing, which also weakens the position of distributors in the whole supply chain. In such a market environment, IT distributors are also actively changing in order to cope with it. Changhong Jiahua's strategy is to "add and subtract" simultaneously and move towards the goal of becoming stronger.

Subtraction: cooperative distribution to control costs

"If you want to lead overall, you must first do a good job of subtraction. This subtraction is not simply to reduce the distribution cost, but to reshape in all directions, from the brand to the overall structure of the enterprise, until the integration of upstream and downstream resources. " Liang Jun, vice president of Changhong Jiahua's distribution business, said this. According to Liang, Changhong Jiahua thought for a long time and finally put forward the concept of collaborative distribution. The so-called "collaborative distribution" is to regard the upstream and downstream partners as a whole and seek the common interests of all participants, so as to achieve the purpose of "customer orientation, win-win channels and resource integration".

Changhong Jiahua believes that distribution can be regarded as a process, a flowing and progressive standardization process. The core of this process is the process of management, training and execution of marketers. When this complex marketing staff network enters normal operation, its powerful marketing ability can be seen, which is the distribution integration emphasized by Changhong Jiahua.

At the same time, in order to find distribution opportunities, Changhong Jiahua cooperated with upstream and downstream partners to conduct comprehensive training on knowledge, technology and application of new products or products already on the market, and designed distribution procedures according to corresponding opportunities and interests to achieve greater success.

In addition, Changhong Jiahua is still trying some new methods to strengthen the management of downstream agents, such as giving loans to agents and launching an "honest distribution alliance" with upstream and downstream partners such as Boko and HDS.

In addition: pay attention to the industry and create unique resources.

"From the perspective of the entire distribution industry, Changhong Jiahua is still in a weak position." Mr. Liang, vice president of Changhong Jiahua, believes that the competition in the market will become more and more fierce, and the development of the whole industry will gradually tilt towards several "oligarchs". What Changhong Jiahua has to do is to focus on industry customers, focus on the fields that it is good at, and be the strongest distributor.

"It is the best addition for dealers to focus on industry customers, establish their own unique resources and achieve performance growth." Liang said that Changhong Jiahua's storage product distribution business is quite famous in the industry.

"It should be said that it is accidental and inevitable that we do warehousing first. Occasionally just entering the distribution industry, enterprises need to find a breakthrough. First of all, we must ensure our own survival, so we chose the warehousing and distribution that was in the primary stage of the market at that time. Later, although the company grew bigger and bigger, the product line of the agent gradually expanded, but we always insisted on warehousing and distribution as our strong business, so we had the first position of warehousing and distribution. " Liang said that Changhong Jiahua will further consolidate Changhong Jiahua's strong business, especially its warehousing and distribution business. At present, the experimental center of data scheme with an investment of 30 million yuan has been built. The biggest feature of the center is to provide a platform for storage manufacturers, channel partners and users for technical exchange, technical training, product evaluation and product display. More importantly, Changhong Jiahua integrates technical resources and talent pool to provide customers with comprehensive solutions.

In addition, Changhong Jiahua is still trying on the paid service business. The so-called paid service means that dealers help manufacturers provide high-end value-added services to customers. Liang believes that in this respect, the cost of the general agent is still lower than that of the manufacturer, so it has its own living space. According to him, Changhong Jiahua has signed cooperation agreements with storage product manufacturers Boko and HDS, and established its own paid service team. Liang believes that winning the trust of manufacturers is a major difficulty for dealers to provide paid services. (Riyao)

Comments: Competition of circulation enterprises

After direct selling occupied the mainstream voice for several years, the channel theory was sought after again, and Dell, the godfather of direct selling, turned to repair the channel, which was the greatest affirmation of the channel model. With the return of channel theory, the role of dealers is once again affirmed by manufacturers. A few years ago, when manufacturers tried to flatten channels under the pressure of profit margin, they found that dealers and agents played an irreplaceable role in the process of expanding the third-and fourth-tier markets. But this does not mean that distributors have no challenges. In fact, the pressure of increasingly meager profits has been hanging over dealers like the sword of Damocles, and dealers have never stopped exploring. The "customer-centered" reform of Digital China and the innovation of digital supply chain at the beginning of the year also originated from this. Jiajie Technology is actively exploring new distribution methods, while Changhong Jiahua is also hovering between addition and subtraction ―― reducing costs by strengthening channel management is subtraction; By strengthening the ability of value-added services and enhancing added value, it is addition.

In business competition, any enterprise must find and build its own core competitiveness. For distribution enterprises, whether they focus on the subtraction of cost reduction or the addition of value-added services, if they can do well, it is their core competitiveness. Because doing subtraction well means having good process planning ability and strong supply chain management level, and the forging of this ability can not be completed overnight; Addition is not simple, which means that enterprises must have strong service ability and unique scheme ability. After all, it is not easy to make others pay more. (Xiao Xuan)