Rebirth of the Wild Age

Monday, May 22. clear.

More than 80 agents from all provinces of the country, carrying bundles of sacks, walked into the temporary auction room set up by Xifeng Company.

Auction what?

Local agency!

In December last year, Robust spent 10 million yuan to purchase the so-called secret recipe "life nuclear energy" from Ma Jiajun. There was no sign of the product, and agents from all over the country flocked to it. The provincial agency rights alone sold more than 17 million yuan.

However, Song Weiyang's anti-Japanese war essay, after being fueled by the media, has no lower commercial value than "nuclear energy for life".

Reporters from all walks of life set up long guns and short cannons, and the agents were eager to try. Song Qizhi picked up the auction mallet and said with a smile: "Xifeng Ice Tea will no longer set up a provincial general agent, and the agency contract will be up to the municipal level in the future."

"boom!"

As soon as this remark came out, everyone was in an uproar.

Because in this year, in order to quickly expand channels, enterprises basically choose the provincial general agent model.

"Manager Song, how can you mess around?"

"What's the point of a municipal agency contract? Waste of my time!"

"Protest, strongly protest!"

"..."

Song Qizhi smiled and said: "If anyone is willing to be the general agent at the provincial level, it is very simple, just take pictures of all the agency rights at the municipal level in the province."

The agents present, including the reporters, thought that Xifeng Company was crazy about money.

Xifeng canned food last year basically adopted the "factory-distributor-consumer" model, and only a few provinces have general agents occasionally, because many agents do not have enough confidence in canned food. The current popular model is "factory-provincial general agent-distributor-consumer". For some big brands, such as Coca-Cola and Sanzhu oral liquid, there are first-level agents and second-level agents under the general agent. .

However, this model has huge defects, that is, the factory does not care about sending the goods to the general agent or the first-level agent, and cannot effectively communicate with the terminal sellers, so it is completely unclear where their products are sold and the specific market conditions. , There is still vicious competition among some agents and distributors.

This has caused many large companies to respond extremely slowly to the market. If there is a problem below, the news may not be received until half a year later.

Moreover, the sales channels in each province are all controlled by provincial agents. In the event of an abnormal situation, the provincial agent can completely challenge the company. If the conflict is not handled well, it will be a provincial market if it collapses.

In a few years, big foreign brands such as Coca-Cola will take the lead in reforming their sales models in China. Coca-Cola directly canceled the agents, and set up sales companies in each city and county to directly face the terminal retailers. A sales company only needs to arrange one financial person, one or two managers, and a large number of salespersons to realize the terminal market. Take full control.

In the 21st century, basically all big brands have learned to do this, and those who don't do it are almost dead. Even if you don't control the terminal business, you still adopt a hierarchical distribution system instead of a hierarchical agency system - such as Jiaduobao. Distributors and agents are similar to each other, even in the 1990s, they were often regarded as the same, but there is still a big difference.

Due to the shortage of talents, it is impossible to set up hundreds of regional sales companies in one go, and Song Weiyang dare not expand blindly, and it is difficult to achieve it in one step. So he chose a compromise method, that is, to abolish the provincial-level general agent, and set the municipal level as the highest-level agent.

To put it simply and vividly, it is about the same as changing from the enfeoffment system of Zhou Tianzi to the prefecture and county system of Qin Shihuang.

The company will set up one or two regional branches in each province, directly responsible to the city-level agents, and keep abreast of the market conditions of each city and county in order to make rapid response adjustments. At the same time, it is also monitoring agents in various places. Once there is vicious competition, it will be included in the temporary blacklist, and the contract will be terminated or not renewed as appropriate.

Song Weiyang plans to use three to five years to gradually cancel the agency system, and let the head office directly control the terminal market. At that time, Xifeng's sales channels can dominate the whole country, as long as they don't kill themselves, it is impossible for them to collapse overnight.

Channel is king, terminal wins!

Song Qizhi asked people to issue municipal agency contracts to all agents and distributors, which directly depend on the content of sales rebates and years. There are not many rebates, and the signing is once a year. Everyone is very angry.

How generous are other people's three strains of oral liquid. Compared with it, Xifeng Company is too stingy.

"I won't play with you anymore!" Someone stood up, carried the sack and left.

Song Qizhi smiled and said: "Anyone who does not participate in the auction can leave on their own, and we will not send them away."

No one left, and even after leaving the person just now, they turned around and came back when they reached the door. He was just threatening, but no one agreed, so he could only confess in despair.

After a few more minutes, Song Qizhi said: "The following is the auction of the agency right in Guangdong Province, Foshan. The starting price is 10,000 yuan, and each increase must not be less than 1,000! Now, the auction begins!"

The order of the auction of the agency rights in each city is also particular. Auctioning Beijing, Shanghai and Guangzhou as soon as it comes up will definitely not maximize the benefits. However, auctions in small inland cities may fail, making agents reluctant to pay high prices. Now it is directly Foshan, which cannot be said to be very good in Guangdong Province, but the market potential should not be underestimated.

The agents looked around, and finally someone shouted: "10,000!"

"10001!"

"12,000!"

"15,000!"

"..."

"20000!"

"30000!"

"35,000!"

"60000!"

Too much one-time price increase, and suddenly there is no one to fight.

Song Qizhi asked: "60,000, does anyone raise the price? 60,000 once, 60,000 twice, 60,000 three times. Deal!"

This man definitely made a profit. While everyone was still watching the fire, his surprise attack strategy was very successful.

Medium-sized cities in rich provinces were photographed first, followed by cities in inland provinces, then small cities in rich provinces, and then provincial capitals.

The finale is Shencheng, Jinmen, Huadu, Shenghai and Jingcheng. In these five cities, the lowest transaction price was 280,000 yuan, and the highest transaction price reached 600,000 yuan.

From the morning to the evening, with half an hour of lunch in between, the agency rights in various cities across the country were sold for a total of 21,496,500 yuan. There are odds and ends, Xinjiang, Tibet, Mongolia and other provinces can't afford the price. In some areas and several cities, some people bid for the package auction.

The reporters surrounded Song Qizhi: "Manager Song, Xifeng didn't sell the provincial agency rights because they wanted to raise more money? Your ice tea agency rights auctioned for *** Life Nuclear Power, and there are a few million more. "

"We delegated the power of agency to the city level to regulate the market and avoid vicious competition," Song Qizhi said, suddenly laughing. "As for bionuclear energy, it is a health product, not a beverage at all. They sell theirs, and we Those who sell us have nothing to do with each other."

The reporter asked again: "According to my observation, some agents have obtained agency rights in several cities, but some are in this province, and some are in that province. Will there be any confusion when they help Xifeng sell products? ? After all, remote management and transportation are more troublesome.”

Song Qizhi said: "We have considered this issue. Agents can discuss with each other and freely transfer or exchange agency contracts. That is their own business."

"Isn't this very troublesome? It's better to auction the provincial agency right." The reporter said.

"Trouble is temporary and can be overcome," Song Qizhi said.

It is really troublesome, and it is not conducive to the rapid spread of channels, so no one will follow suit at this stage.

Xu Risheng chose to take a shortcut. One week after the auction of Xifeng Iced Tea agency rights, Xu Risheng suddenly announced the auction, and deliberately said that the auction was for provincial agency rights. They also claimed that they had sued Xifeng Company for infringement—"ice tea" was registered by Rising Sun, ordered Xifeng to stop using the term "ice tea" and demanded 10 million yuan in commercial compensation.