Vol 2 Chapter 202: Layout of offline sales channels

An upsurge in Siberia put an entire winter on Ansi. While admiring this beautiful snow scene, people are also worried about the traffic jam caused by snow.
As Double Eleven went away, the company's operations gradually began to return to normal. Although there is another Double Twelve Shopping Festival before the end of the year, compared to the size of Double 11, this is not worth mentioning at all.
Theoretically, after winning such a beautiful victory, basically nothing happened at the end of the year. Just relax and welcome the New Year.
But Wu Hao didn't stop. After Double Eleven, Wu Hao started to start several development and expansion plans.
The first is the market. Although the Double 11 Shopping Festival was very successful, it also exposed many of their shortcomings and deficiencies.
Especially in the weak offline sales link, it has become a serious obstacle to their development.
Therefore, just after Double Eleven, Wu Hao immediately instructed Dong Yiming to start the construction projects of offline stores and authorized agents.
Offline stores, as the name suggests, are the stores directly opened by the company in various cities. It is mainly responsible for selling some of the company's products and providing corresponding after-sales services for the sold goods.
Of course, these offline stores can also be used as offline promotion and experience points for products, answering questions for many consumers who want to know about their services.
In the past, Wu Hao has been serving the offline channels of the two consumer electronics platforms of the United States and Sumei. However, the offline channels of the two consumer electronics platforms cannot meet Wu Hao's needs, and there are still many restrictions. Such restrictions are apparent in this shopping festival.
It must not be constrained by people. This is a truth that all operators understand, not to mention such an important offline physical channel.
So immediately Wu Hao and they decided to launch their own offline official store plan after discussion. This plan was actually made long ago, but they have never implemented it. Mainly because they had limited power before and could not support such a large project.
According to their initial plan, the first batch of offline stores will be opened simultaneously in 50 major cities across the country, with a total investment of more than 500 million.
The cost of an offline store will be more than 10 million yuan. Of course, this is an average level. The construction cost of some cities is definitely higher than this, and some cities are less than this.
The next step depends on the situation, and may expand the scale of offline stores to 150 cities, covering most major cities in China.
Of course, the construction cost of such offline stores is huge, so it is impossible to cover all counties and cities in the country, and this requires authorized agents at all levels to fill it.
This is also a marketing strategy that many companies are adopting, which is to invite agents in related areas to open relevant authorized stores.
The more common nature is that there are many mobile phone brands, which is why you can see those blue and green mobile phone billboards in the streets.
Of course, there are many levels in this agency. For example, there are large regional general agents who have obtained official certification licenses. They directly cooperate with enterprises to win the agency rights of brand products in related regions.
In addition to the promotion and sales of related products, it is also responsible for the after-sales service of all products in this area.
And such large regional general agents are often very competitive, especially for some popular electronic brand manufacturers.
Generally, like the general agents in some economically developed regions, the agency fees they pay to enterprises start at 100 million yuan per quarter.
The second type of agents is the sub-agents that walk above and below the general agent. They have limited strength, so they often represent only one area, or just a city.
These sub-agents are the main force of offline sales, and the competition is also the most intense. Even in order to win the regional agency rights of a brand, these agents have applied each of the 36 methods.
Not only are there all-out martial arts, but even serious tragedies can happen.
The third type of agents are scattered shops. These shops are scattered around the streets and corners of cities and regions. Some of them will get an authorization on the spot, and some of them will just do it without it.
However, whether it is a corporate brand or a general agent, they will not recognize such a so-called agent.
No matter what happens naturally, they can't blame them.
For Wu Hao, they do not need to occupy every street and lane like the blue-green factory. Therefore, second- and third-tier agents are basically unnecessary.
The role of these authorized agents is actually to fill the gaps or vacancies of their offline stores.
In other words, their offline stores are only extended to major cities, while other regions need these authorized agents to take charge. They will also open brand experience stores that agree with style and standards in accordance with Wu Hao ’s unified requirements.
In order to guarantee the quality of service, all authorized stores will get an authorization certificate. This certificate can not only be found on Haoyu Technology's official website, but also entered the after-sales service system directory.
The company's marketing department will conduct regular inspections and evaluations of these authorized stores. Once there are more complaints or unqualified services, their authorization certificates will be cancelled and the doors will be closed for rectification.
For Wu Hao, online sales are still the main channel, and offline sales channels are only a supplement to the lack of online, not competition with each other.
In fact, since the release of their intelligent voice assistants, agents have repeatedly come to seek relevant agency cooperation. And for some hot cities and regions, the relevant agency fees are not low.
It was just that Wu Hao at the time focused all their attention on the online sales channel ~ EbookFREE.me ~ and their company was weak at the time and had no time to take care of these. This made an agent very anxious, seeing that it was money but could not make money.
So after this time they announced the offline direct store and brand agency plan, all kinds of agents in various regions came one after another like smelly sharks.
How many people came in the end did not know, because there were still people coming. But what they already know is that the two business hotels near the company are full.
According to incomplete statistics, this time around 300 agents of various types came to discuss related agency plans.
Facing this unusually hot situation, this surprised Wu Hao and they had to change their strategies. The original negotiation was changed to regional agency bidding to cope with this chaotic and noisy situation.
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