用战术对付战术型零售商（Tactically deal with tactical retailers）.docVIP

用战术对付战术型零售商（Tactically deal with tactical retailers） Chinas mobile phone industry in the logistics, distribution, access to this piece is very different from abroad. Abroad, there are ready-made national channels can be used, has been connected to the retail terminal; domestic manufacturers are still dependent on all levels of dealers to intervene in the management of a large number of complex retail terminals. In Chinas mobile phone industry, there are most small and medium retailers, they have a large market share, but most of them are tactical retailers. Whether it is in the primary market, or two, rural market, regional local retailer, are generally tactical retailers due to the overall market share of their calculation will be great, so the terminal can not be ignored. In the process of cooperation with them, as long as they find out their operations policy, one by one breakthrough, the same can achieve win-win results. There are several main types of tactical retailers: 1, alliance type retailers Features: retailers, like industry associations, can also form alliances. Most of these retailers are local middle size retailers, each occupying one hill. When vendors negotiate with them, they ask vendors to give the same treatment to all members of the alliance. They are integrated and require manufacturers to support rebates, prices and expenses. Case study: growth of retailers alliances A city periphery has 6 medium-sized mobile phone retailers, each with 6, 7 retail stores, several retailers bosses are Chaoshan villagers had hard business, and gradually develop and grow, respectively, each town has become a local mobile phone retail market. Chaoshan bosses use their unique tea drinking culture to maintain a close relationship, often communicate with each other mobile phone industry information. At the beginning of this year, they reached a tacit agreement to form an alliance, requiring manufacturers to give them the same supply price, quantity award, entrance fe