Choosing the Right Trade Intermediaries for Your Distribution Channel Model.


negotiate to form effective franchise contracts. Large, reputable steel manufacturers in the market need to proactively develop franchise relationships to exploit the market effectively.

- Establish transaction centers, introduce and sell products in key market areas with high population density to bring products to civil users, and at the same time promote the image of the enterprise in the target market. Expand and develop direct channels from manufacturers to large users by enhancing the ability to select customers and sign contracts.

In reality, many industrial customers have a need to buy construction steel in large quantities and want to establish a direct relationship with the manufacturer. Because business relationships may not be repeated, the choice of partners becomes very important. Enterprises must collect and store many sources of commercial information about partners, and must conduct research on partners in large deals. The more complete the understanding of partners, the more proactive the enterprise is in negotiating and gaining more advantages in business.

For the direct channel to operate effectively, manufacturers need to exploit the maximum benefits of information technology, set up virtual steel markets on the internet, set up transaction centers on the internet as well as online transactions with customers, in order to bring maximum distribution efficiency, contribute to creating initiative in consumption and reducing costs through intermediaries.

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- Strengthen and expand direct export to regional markets. First of all, it is necessary to choose suitable areas in terms of geography, population, customs... to gradually dominate the market and expand the customer base.

- Solutions to link with commercial intermediaries.

Choosing the Right Trade Intermediaries for Your Distribution Channel Model.

+ Strengthen and develop large-scale construction steel distribution channel model.

For large steel manufacturers and suppliers, the development direction is to build a strong branded steel distribution channel, which is an independent channel managed and led by the manufacturer. In the distribution channel system, there will be professional distributors, general agents and agents owned by the manufacturer. In addition, they also participate in other channels in the form of vertical contractual linkage.


To develop a strong retail channel to customers, large distributors can use one of two forms of agency. These are the underwriting agents, using the most selected and trusted retail agents to let them underwrite a volume of goods for the agent, this form is implemented in distant and dispersed market areas. Also for highly concentrated market areas, businesses should organize a general agent or exclusive agent, in a certain geographical area the agent only assigns one agent or general agent to sell a number of types of goods according to the price basket set by the agent.

The selection of pure commercial intermediaries must ensure that they meet the conditions of business capacity (capital capacity, technical facilities and business capacity) and have the ability to develop the consumer market. At the same time, it is necessary to identify pure commercial intermediaries as important members in the product distribution channel and to build increasingly close and close relationships with these members through regulations on commission rates and attractive forms of promotion.

+ Develop links between small-scale construction steel manufacturers.

In fact, 11.46% of iron and steel retail sales are from manufacturers selling directly to consumers, 84.29% of retail sales are through commercial intermediaries, in which

These are mainly stores established by retailers themselves [ 17 ]. Retailers often buy goods directly from wholesalers (buying in batches according to certain shipments and paying directly), they can hang dealer signs for a certain manufacturer but in fact sell goods of many different manufacturers. Manufacturers cannot locate a specific distribution channel in a stable manner but always have to wait for customers to find them. The formation and development of commercial intermediaries in the steel distribution channel system is very necessary. These intermediaries are wholesalers, have branches in different areas and have a system of retail stores. The leaders and managers of the distribution channel are wholesalers with a system of warehouses and a system of exclusive or exclusive dealer stores. Thus, the development orientation of the distribution channel can follow the form of vertical contractual linkage combined with horizontal linkage. This is possible because there are already distributors in the industry in the market, who are able to develop both wholesale and retail channels.


Construction steel retailers. Large construction steel manufacturers can develop direct distribution channels or through their own distribution facilities to end users. However, small-scale manufacturers will not have the capacity to develop their own distribution channels and will need to use existing distribution channels in the market.

Distributors can exploit sources of goods from many manufacturers, including domestic craft villages and imports to put into their product distribution channels. Therefore, the formation of professional distributors not only contributes to taking on the consumption stage for manufacturers who do not have the capacity to develop their own distribution channels, but also brings convenience to consumers in choosing products at different levels of quality, specifications and prices.

3.4.3. Select commercial intermediaries suitable for the distribution channel model.

In each market area with the selected channel structure, the enterprise will choose channel members with sufficient capacity to carry out distribution activities according to the target. With the characteristics of wholesale and retail trade intermediaries with many different scales and business locations, steel manufacturing enterprises must carefully research each distributor to be able to choose suitable members. The important issue for steel companies is to know which customers their distributors sell to? in which market area?

Each business needs to develop a set of criteria for selecting potential channel members depending on distribution goals and specific conditions. Businesses can rely on the following basic criteria:

+ The management level and business perspective of the business owner are the most important criteria for the business success of the enterprise.

+ Financial and credit conditions of intermediaries. This is an important criterion to ensure a safe business relationship. This comes from the situation of bad debts that are common among businesses in the construction steel sector.

+ The reputation and prestige of the distributor will create the reputation of the manufacturer, trust is an important factor to ensure a solid business relationship.


+ Product lines and business methods of enterprises. Steel manufacturing enterprises should avoid selling products through intermediaries that sell competing products but should use intermediaries that sell compatible products. Manufacturers should also use commercial intermediaries that sell products of equivalent quality.

+ Business ability and market coverage.

+ Sales force, their capabilities and qualifications.

+ Business scale.

+ Business goals, strategies and ethics...

Thus, based on the level, market characteristics as well as the current development status of construction steel distribution channels in our country, businesses can choose a distribution channel model that suits their potential as follows:

- Enhance the position and role of the commercial center established by the manufacturer in the direction of specializing the distribution function to act as the core of its distribution system.

- Expanding the scale of wholesale intermediaries goes hand in hand with developing levels

Reasonable channel level, reducing unnecessary intermediary levels . Focusing on developing a type of wholesale intermediary will help manufacturers manage more easily and create advantages due to focused investment.

- For manufacturers with financial potential, it is possible to develop a vertical linkage channel of the group by developing exclusive retail channel members in concentrated market areas, and at the same time proactively creating a chain of general retail stores . There are preferential sales policies to stimulate this distribution channel to operate.

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- Select potential and reputable distributors in foreign markets to build distribution channels to bring products to international markets.

- Select large, reputable and financially strong wholesale distributors as exclusive distributors, selling only one product to develop them into members of the contract vertical linkage channel.

- Do not spread relationships with all distributors, develop in a direction that is suitable for the channel organization and reasonable channel structure of the enterprise. The business resources of the enterprise ensure focused investment in distributors who are willing to cooperate with the enterprise in the distribution process, and contribute a lot to the process of achieving the enterprise's goals.


3.4.4. Improve and enhance the operational efficiency of the distribution system of Vietnam Steel Corporation.

- Restructuring the system of trading companies by merging metal companies together to become a large steel distribution company nationwide as a market-oriented corporate distribution channel that is competitive enough with large distributors in the region, distributing all products produced by the corporation's member units and for other manufacturers in Vietnam.

The goal of restructuring the system of metal companies is to promote the advantages of scale, facilities and available financial capacity as well as create the ability to link more closely between steel production companies and trading companies in the corporation, better promoting the role of the corporation in stabilizing and regulating the domestic steel market in the face of possible unusual fluctuations.

- Carry out equitization of member manufacturing companies in the corporation to create initiative and creativity in business management.

- Enhance the role of the corporation in managing distribution strategies to build and operate a steel distribution system with sustainable competitiveness, on the basis of specialized assignment and cooperation to ensure benefits between trading companies and affiliated manufacturing companies. Implement a unified sales policy within the corporation to increase the connection between distribution channels in the entire system. Complete the agency regulations to apply uniformly throughout the corporation.

To implement the above solution, many conditions must be attached, including:

Of particular concern are:

+ The view of the head of the corporation on establishing a distribution system in the corporation.

+ The power of the head of the corporation, has the right to improve and rebuild the new system, especially the system of metal companies, has the right to arrange personnel and carry out strong decentralization and delegation of authority in the system...


3.4.5. Establishing electronic transaction centers and logistics centers in construction steel distribution.

* Building an electronic trading center for construction steel.

Construction steel manufacturing enterprises in Vietnam build an electronic trading center that they directly manage and operate. In essence, it is to establish a virtual construction steel market built thanks to the utilities of the internet with the following basic contents:

- Organize and manage the activities of the transaction center managed by the business department or a functional department of the enterprise.

- Enterprises provide honest data on inventory volume, selling price, product quality and grade, as well as other information related to goods distribution... at each point in time.

- To make transactions smoothly, businesses must deposit a financial amount (to enjoy interest rates) at the bank and receive approval from the bank.

guarantee all transactions and payments between participating parties made through that bank.

- A transaction is completed when the parties have completed a specific set of tasks:

B1: The buyer places an order with the quantity, quality, and price printed by the seller.

The terms and conditions at the time of the transaction are listed on the manufacturer's website.

B2: The buyer transfers money to the seller's account via bank.

Step 3: After the bank confirms that the money has been transferred, the seller will deliver the goods to the buyer as agreed at the established central warehouses, and at the same time issue a sales invoice to the buyer according to the volume that the seller has transferred to the buyer.

B4: The bank is a payment intermediary and only transfers money to the seller when there is confirmation from the buyer that the goods have been received in accordance with the agreed type and quality.

Thus, participating in the exchange of buying and selling construction steel in this form will help manufacturing enterprises and buyers save a lot of time and optimize costs in the product circulation process, limiting


unnecessary trade intermediaries and encourage industrial customers to buy directly by this method.

Customers who buy steel from manufacturers can be many different entities, all of whom can participate in transactions quickly, conveniently and safely due to the guarantee of banks, so payment risks are limited to the maximum. However, in this form, the transaction center is established to only conduct exchanges for a single type of brand produced by the enterprise.

* Building an electronic transaction center for steel manufacturing and trading enterprises.

In order to integrate the construction steel distribution system of many steel manufacturers nationwide as well as to optimize the flows in the distribution channels of steel manufacturing enterprises in Vietnam. Any enterprise with financial potential and reputation as well as physical conditions can set up electronic steel trading centers in suitable areas (Northern

- Central - South). This is truly a virtual construction steel trading market with many buyers and sellers conducting exchanges through intermediaries, which are the trading centers. At the same time, it avoids speculation and market manipulation, contributing to stabilizing the construction steel market. Building a steel trading floor in Vietnam in the coming time is extremely necessary. It not only contributes to diversifying sales methods in the field of steel distribution but also contributes significantly to reducing costs for business operations of enterprises as well as consumers, limiting risks in business compared to conventional sales methods, improving transparency, sales efficiency will increase significantly, sales procedures will be simplified, creating favorable conditions for determining the types of goods of buyers and sellers, increasing healthy competition in buying and selling.

The steel electronic trading center will be an open information channel and a meeting place between sellers and buyers with the highest efficiency in terms of cost and time. Sellers and buyers can easily conduct transactions through the electronic trading system of the internet and telephone.

Functions of the trading center:

+ Brokering transactions between steel manufacturers and distributors, industrial customers in the market.


+ Providing market information, information on goods sources, inventory and volume of goods traded... and provided to participants in transactions through the center. The center will be able to provide regular and accurate market information, helping manufacturers and distributors have clearer information on the market situation and manage production and business activities.

+ Optimize the steel circulation process on the market. Through the online information provided, buyers will have the necessary information more fully and accurately about the source of goods, prices and thus they will have more opportunities to choose the most suitable source of goods, thereby optimizing the discussions.

exchange and save a lot of time, effort and transportation costs during circulation, while helping manufacturers to cover the market.

+ Control and limit risks in market transactions through regulations

strictly defined by the trading center with mandatory conditions, and must comply with those regulations during participation.

+ Strengthening the connection between manufacturers and distributors as well as large industrial customers nationwide to optimize channel flows.

- Operating mechanism of the transaction center:

+ Steel manufacturers, distributors or users who want to participate in transactions at the exchange must register to trade at the exchange and pay a fixed transaction fee. The fee for each transaction is calculated based on the value of the goods traded.

+ Steel producers, distributors or steel users who want to participate in trading at the exchange must open a personal account at the bank and register at the trading center.

+ Trading participants can enter into direct distribution agreements, or into periodic sales agreements. Buyers and sellers can easily switch roles in transactions.

+ It is mandatory for buyers and sellers to have a deposit from the bank as collateral to ensure the safety of both buyers and sellers according to the center's regulations. And so the relationship between the center and

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