Can oil brand owners still counterattack? In the era of electric vehicles, the pattern and vision are absolutely everything...

2021 is the era of the barbaric growth of China's electric vehicles and the acceleration of wild running. Electric cars don't need oil, and several core oil brand manufacturers who were once upstream in the food chain are beginning to show anxiety.

In fact, in the past 10 years, they have been described as pampered and superior, in fact, there is no problem at all, although they are fighting each other, but the dominant position in front of wholesalers and auto repair shops has basically not been shaken. What now?

Major brands are making efforts to do one thing - to grab high-quality service stores and chain networks, with the top cooperation projects and the most cost-effective customized oil, to bind them to their own chariots, not to mention the international first-line domestic second-line backward brands.

There is a brand, which is also one of the three, the top cooperation project is called CS, and the performance of land grabbing in Guangdong can be said to be rising against the trend, which is remarkable.

I had the privilege of attending the year-end conference of the top retailers in one of their regions. This area can only be regarded as a third-tier city cluster in Guangdong, and more than 100 CS stores have been added in less than two years, and they have added more than 40 CS stores in Guangzhou in 2020, a region where competition is fierce.

You know, this is 2021, the competition for top stores in previous years has been very fierce, a certain factory store, robbed for so many years, less than 60 stores in Guangzhou. What is more interesting is that the threshold for them to join in the Guangzhou area is higher than the national standard threshold, and it is to raise the threshold but increase! How exactly? They and I have been acquaintances for many years, and after understanding, there are three key points that are well worth sharing:

【Winners always play only with winners】

Many oil manufacturers have top store cooperation projects, retailers with some strength, most of them have talked about the top store projects of several manufacturers, why change the signboard to join you?

In fact, most of the winners in the market, the group will always find winners. So, the key is the stock and quality of the winners in your network, which is a bit of a chicken and egg problem. Breaking the game requires innovation.

The marketing manager of this brand, recognizing this from the beginning, did the opposite, took the initiative to raise the entry threshold set by the company, and used incremental resources to jointly create several VIP value-added services, including supply chain financial services, top operation tutors, short video services, etc. Winners never care about the threshold, they care if you can do what I need!

However, with the targeted eating of a number of key large households in the early stage, the aggregation effect of the winners will come, entering a period of rapid growth, to the back, a year's cooperation quota, basically booked in July, and then need to find other provinces to divert the quota that others can't use.

The hard bones turned into fragrant feasts! In the aforementioned second- and third-tier city clusters, the development speed of several other Internet car franchise stores is not as fast as them.

【Focus on operational internal strength, not ordering】

As we all know, the traditional annual meeting of brand retailers is basically an order meeting and a rice and wine bureau. However, this brand owner goes against the tradition, before the annual meeting, first get the order thing done, get the order right, and then come back to the meeting.

This anti-traditional approach, on the one hand, needs to persuade dealers to give the policy in advance, on the other hand, it is very testing the level of the manufacturer's salesman, which can be said to be a difficult path. However, once this can be done, several different effects will be achieved.

First, the orders of large customers in the next six months are in place, and there is no need to worry about loyalty for a long time in the future. Second, the pressure of the dealer's payment is small, and in the future, for a period of time, you can concentrate on the development of new customers. Third, the annual meeting and follow-up time, the manufacturer's manager and consultant team, can concentrate on helping large customers to improve their internal strength, do a good job of selling, everyone has a more consistent goal, no longer have to worry about ordering.

In fact, when wholesalers and core retailers are persuaded to get used to this operation, the above three goals have become a reality, and the competitiveness of the overall network is getting stronger and stronger every year, which leads to a virtuous circle of competition to join.

【High-quality training resources + leading operating ideas】

The owners of a group of head stores naturally need the most advanced operational training resources in the market. This brand, at the expense of putting down the shelf of its own manufacturers, spends a lot of money at each annual meeting, invites the most grounded dry goods teachers in the industry to share, to do chains, open stores, do counseling, have taught big lessons, and use such standards to hire training teachers.

In addition, the content of the lecture, the choice is the current retailers are most interested in and most want to improve the operation of dry goods, the author has the honor to become their current training teacher, the headquarters to give me the proposition of the composition, asked to talk about the construction of the vibrato traffic pipeline, and how to increase customer retention rate, these are the most appropriate to the basic skills of store operation of the hot issues, and the manufacturer's operation consultant, has begun to help the strongest action of several stores to do up, to help the entire network to cultivate benchmarks. Such a brand is certainly worthy of retailers' reliance and trust!

Whether a manufacturer can overtake in the corners of the wind and waves depends on how big his pattern is and how long-term his vision is. The practice of this brand allows us to see that they are no longer defining themselves as an oil manufacturer, but the founder of a high-quality auto repair chain network brand. They chose the difficult road, but they stepped out of a beautiful scenery that rose against the trend and was different!