Monday, May 22. Clear.

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

What to auction?

Local agency!

In December last year, Robust spent 10 million yuan to buy the so-called secret recipe "life nuclear energy" from Ma Jiajun. The shadow of the product was not seen, and agents from all over the country flocked to it, and the provincial agency right alone was auctioned for more than 17 million yuan.

And Song Weiyang's article on the Anti-Japanese War, after being fueled by the media, its commercial value is no lower than that of "life nuclear energy".

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

"Boom!"

As soon as these words came out, everyone was in an uproar.

Because of this year, in order to quickly roll out 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?

"Protest, strong protest!"

“……”

Song Qizhi smiled: "If anyone is willing to be the provincial general agent, it is very simple, just take a picture of all the municipal agents in the province." ”

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

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

However, there are huge defects in this model, that is, the factory will send the goods to the general agent or a first-class agent, and the terminal seller can not communicate effectively, completely unclear where their products are sold, do not understand the specific situation of the market, and there is vicious competition between some agents and distributors.

This has led to many large companies being extremely slow to respond to the market, and if something goes wrong, it may take half a year to receive the news.

Moreover, the sales channels of the provinces are all controlled by the provincial agents. Once there is an abnormal situation, the provincial agent can completely call the company to the plate, the contradiction is not handled well, and a collapse is a provincial market.

In a few years, big foreign brands such as Coca-Cola will take the lead in reforming the sales model in China. Coca-Cola directly canceled the agents, and each city and county set up a sales company to directly face the terminal retailers, and a sales company only needs to arrange a financial officer, one or two managers and a large number of salesmen, so as to achieve complete control of the terminal market.

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, rather than a hierarchical agency system - such as JDB. Dealers and agents are much the same, and even in the 90s they were often considered equivalent, but the difference is still very large.

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

To put it simply, it is equivalent to changing from the feudal system of Zhou Tianzi to the county system of Qin Shi Huang.

The company will set up one or two regional branches in each province, directly responsible for the municipal agents, and keep abreast of the market situation in each city and county, so as to make rapid response adjustments. At the same time, it is also monitoring agents around the country, and 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 abolish the agent system, and the head office will directly control the terminal market. At that time, Xifeng's sales channels can dominate the country, as long as they don't die by themselves, there is no problem of collapse at all.

Channel is king, terminal wins!

Song Qizhi asked people to issue the municipal agency contract to the agents and dealers, which directly looked at the content of sales rebates and years. The rebate is not much, and everyone is very angry when they sign it once a year.

How generous is the three oral liquids of others, compared to them, Xifeng Company is too stingy.

"Lao Tzu won't play with you anymore!" someone stood up, carried the sack and left.

Song Qizhi said with a smile: "If there is anyone who does not participate in the auction, you can leave on your own, and you will not be sent away." ”

No one left, not even the man who had just left the man and turned back when he walked to the door. He was just a threat, but no one echoed him, so he could only admit it in a gloomy way.

After a few more minutes, Song Qizhi said: "The following auction of the agency rights of Guangdong Province, Foshan, starts at 10,000 yuan, and the price increase shall not be less than 1,000 yuan each time! Now, the auction begins!"

The order of the auction of the agency rights in each city is also exquisite, and the auction of Beijing, Shanghai and Guangzhou will definitely not maximize the benefits as soon as it comes up. The auction of small inland cities may be unsuccessful, so that agents are reluctant to pay a high price. Now it is directly Foshan, which is not very good in Guangdong Province, but the market potential should not be underestimated.

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

"10,000!"

"12,000!"

"15,000!"

“……”

"20,000!"

"30,000!"

"35,000!"

"60,000!"

There is too much one-time price increase, and suddenly no one is fighting.

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

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

Medium-sized cities in rich provinces are photographed first, then cities in inland provinces, then small cities in wealthy provinces, and then capitals in each province.

The final finale is Shencheng, Jinmen, Huadu, Shenghai and Beijing. 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, after half an hour of lunch, a total of 21.49 million and 6,500 yuan were sold in various cities across the country. There are parts and pieces, but it is really that Xinjiang, Tibet, Mongolia and other provinces cannot afford to sell the price, and only in some areas and several cities can they shout for auctions.

The reporters surrounded Song Qizhi: "Manager Song, Xifeng doesn't sell the provincial agency because he wants to auction more funds? ”

"We delegated agency power to the city level because we wanted to regulate the market and avoid vicious competition," Song Qizhi said and suddenly laughed, "As for life nuclear energy, it is a health care product, and it is not a beverage at all." They sell theirs, we sell ours, and they have nothing to do with each other. ”

The reporter asked again: "According to my observation, some agents have photographed the agency rights of several cities, but some are in this province and some are in that province. When they help Xifeng sell products, will there be all kinds of chaos? After all, remote management and transportation are more troublesome. ”

Song Qizhi said: "We have considered this issue. Agents can negotiate with each other and are free to transfer or exchange agency contracts, that's their own business. ”

"Isn't that troublesome? It's better to auction off the provincial agency. The reporter said.

"Troubles are temporary and can be overcome. Song Qizhi said.

It's really troublesome, and it's not conducive to the rapid rollout of channels, so no one will follow at this stage.

Sunrise chose to take a shortcut, and when the auction of Xifeng iced tea agency ended a week, Sunrise suddenly announced the auction and deliberately said that the auction was a provincial agency. They also claimed that they had sued Xifeng Company for infringement - "Iced Tea" was registered by Sunrise, ordered Xifeng to stop using the word "Iced Tea", and demanded 10 million yuan in commercial damages.