Adjustment of distribution channel strategy of the

2022-08-07
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The distribution channel strategy adjustment of instrument manufacturers is different from the distribution of standard electronic components by Jiangsu Jinfa technology new materials Co., Ltd., which is invested by Jinfa technology group. The distribution of electronic test instruments is relatively complicated. On the one hand, the price of electronic test instruments is relatively high. On the other hand, the sales of electronic test instruments is not only a step of paying the bill for delivery, but also must include links such as after-sales support. In particular, because the price of some high-end instruments is considerable, additional relevant technical after-sales service is particularly important in the sales decision-making process. Therefore, instrument manufacturers also have completely different starting points from component manufacturers in formulating distribution strategies

in the traditional sense, there are three main sales channels for instruments: one is the point-to-point direct selling method, which is mainly applicable to high-end instrument products; The second is the instrument leasing channel, which is mainly applicable to relatively high-end instruments that are oriented to large-scale production lines because the resonant fatigue testing machine cannot work at one frequency; Third, distribution channels, mainly for products with relatively low-end and relatively scattered purchasing regions. In foreign countries, this three channel integration structure has been quite mature. In China, with the rapid growth of instrument leasing enterprises such as Dongfang integration and Yilai storage, it has basically formed a scale. The distributor is an indispensable part of the instrument sales network. For basic measuring instruments, distributors can provide timely and convenient services for many customers by making use of their extensive customer coverage and effective product inventory, so that customers can easily buy the required instruments and simplify the complex procurement process

Chen Li, channel manager of Agilent Asia Pacific region, summarized that Agilent's channel strategy is to provide customers with comprehensive and convenient services through the complete combination of direct and non direct channels. Specifically, it is to provide direct and in-depth services to target customers through direct selling; Provide a wide range of services to regional customers with authorized technical partners; Use distributors to provide flexible and convenient services for all customers on basic measuring instruments; Use system integrators to provide customers with complete measurement solutions; Lease partners to provide customers with more options for using instruments. From the perspective of product positioning: basic measuring instruments and industrial testing instruments take distribution as the main sales channel, and use the wide coverage of distribution and inventory capacity to provide customers with convenient services at the time of purchase. Direct selling focuses on medium and high-end products and provides customers with in-depth and meticulous consulting and services. Among them, the authorized technical partners focus on the increasing demand in the West and some cities with concentrated scientific research institutes. One of the new strategies adopted this year is to select local partners that meet the technical needs to provide sales services for Agilent's high-end instrument products, so as to achieve the widest possible coverage of the market

the same is true of the sales channel strategy of another instrument giant, Tektronix. Songlei, general manager of distribution business in Chinese Mainland and Hong Kong, frankly said that the most important feature of any excellent company, whether manufacturer or dealer, is customer orientation. The spirit of understanding customer needs and trying our best to meet customer needs is the fundamental for any company to gain a foothold in the market. What kind of products customers need, what kind of delivery timeliness and what kind of after-sales service determine the basis for Tektronix to select dealers. At present, Tektronix has various types of distribution partners. Different divisions of labor can meet different customers' different requirements for purchase convenience, technical consultation and pre-sales and after-sales service. The technology-based vendors mainly focus on application and solution sales, and provide customers with solution based support and services; Store dealers showed their products well, and catalog sales dealers provided customers with more convenient ways to buy. In terms of quantity, Tektronix's sales network has basically covered provinces and cities across the country. It has agreed on Countermeasures in some remote regional areas, and has also set up authorized sellers to strengthen customer support. In particular, through the integration with fluke's sales channels, Tektronix and fluke gave better play to the regional advantages of their respective sales channels and realized the sharing of channel resources

the biggest difference between domestic and foreign instrument channels is that they focus on the role of distribution channels. At present, domestic distribution channels rarely undertake some relatively expensive instrument products (more than US $50000 for a single product). Not only is the instrument manufacturer more willing to sell in the form of direct sales for subsequent after-sales support, but the distribution channels also lack sufficient economic support to support its sales of products of such a price level. However, this situation has begun to change recently

with the increase of national investment in expanding domestic demand, many domestic research institutions have received sufficient financial support to expand infrastructure. Therefore, many third tier cities or western cities with concentrated scientific research institutes have increasingly obvious demand for high-end test instruments. This has prompted the major test instrument manufacturers to effectively and deeply cover these emerging target markets with their products. It is often not economical to set up an office, and it is a more wise choice to select the appropriate local agents. On the one hand, agents can more accurately evaluate the local market conditions, understand the specific needs of potential customers and establish effective sales channels; On the other hand, through in-depth cooperation with instrument manufacturers, instrument manufacturers can use technical training and other means to train agents to meet simple technical support needs. What is relatively complex is that the lucky technical support of the industry is still left to the regional center for processing, which not only reduces the cost of channel construction of instrument manufacturers, but also improves the timeliness of technical support to customers. For example, Agilent's newly released infiniivision7000b series oscillograph will be delivered to the distributor for sales. The purpose is to enable the sales network to better cover the western region and scientific research institutes

different from the management of authorized distributors by component manufacturers, the content of distribution channel construction management of electronic test instruments is richer and closer. Unlike authorized distributors of components and parts, which can independently provide additional technical solution support, the distribution of electronic test instruments is not only responsible for sales, but also includes a series of services such as calibration of related products, pre-sales product application training, after-sales product repair and maintenance, and customer upgrading. These services can only be completed through joint cooperation with instrument manufacturers. If we take into account the importance of test instrument manufacturers for product quality and brand image, it is more important for test instrument manufacturers to build and manage distribution channels

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