HP Channel East occasion to deliberate change in policy in transition - office equipment, printer supplies - office supplies industry

HP Channel East occasion to deliberate change in policy in transition - office equipment

, printer supplies - office supplies industry

August 2009, Hewlett-Packard in the East China (Shanghai, Zhejiang) channel policy has undergone major changes, from the original sub-region's total generation of product lines, regardless of the product line system to a regional distribution model. For many small distributors (where the definition of small distributors and dealers are always on behalf of the layer of channels at the wholesale level, supplemented by direct marketing), this is not a good news. Because it means that, theoretically, the total generation of the original, and now will face the regional distribution of all the dealers supply, equal treatment, provided by the corresponding number of price and service. HP Decade Cooperation Partner, the Shanghai Science and Technology this year and next is very aware of this. The firm relied on to follow the footsteps of HP, along with HP's growth and growing Sell The company started several years ago and gradually transition from a purely direct sales distribution shift distribution of equal shares. Chen Xiangyang, vice president of technology summary today and tomorrow in an interview expressed views, condensed into one sentence, that is: "premeditated, an occasion to transformation."

Next Founded in 1999, from the beginning distribution of Hewlett-Packard products. Today, annual sales have reached 350 million yuan, with Hangzhou, Ningbo, Nanjing, Hefei, Xi'an six companies with headquarters in Shanghai. Continuous multi-annual sales of HP's largest Proxy Business.

Technology for the next run, the HP policy changes in the channel, they are very understanding. According to Chen Xiangyang introduction, starting from August 1, HP East China (including Shanghai and Zhejiang, the two communities) will initiate a full range of products regional agency. Among them, Shanghai is the Founder on behalf of the regional total, Synnex, Ingram Micro. Zhejiang regional agent is Purple, Synnex, God code. This can be several regional general agent on behalf of all the products HP PSG sector. In theory, the price for all agents the same. The purpose of this

HP, Chen Xiangyang, appears in, there are three. One is to maximize the reduction of the middle layer agents, flat channels; Second, hope that each layer has a very clear position, values and goals; Third, a more direct understanding of this change by the end of the market, first-hand information .

Chen Xiangyang, that is a very good practice. To his knowledge, as early as four years ago, HP began preparing to do this two years ago, also in Southwest, Northwest, South, Northeast, Central Regional make these adjustments in this regard. The adjustments in the final implementation to Beijing, Shanghai, Guangzhou City and covers the three-level areas only, is expected to do. Therefore, Chen Xiangyang, known as the "premeditated."

That this adjustment, the channel is, what will be affected? Chen Xiangyang, also believes that the greatest impact was to reduce the most powerful in the middle this layer. But before the interview, such as sensitivity and high Electronic Agents such as different point of view. Chen Xiangyang, although the total generation of the same importance that has been reduced, was reduced to only a financial center, logistics center, as HP's client, but he did not think that small distributors would not be affected. On the contrary, he thought the most affected are small distribution. The reason is simple, because the total generation can no longer rely on a monopoly product line and get a stable profit, and the amount must win, it will definitely flows with multi-platform advantages of large and small distributor's business. And, as now, regardless of product line, and small in the total generation of agents can be here for all products, and need longer follow the ways of a small distribution. Therefore, Chen Xiangyang, judge, and do one small part of the direct distribution would be eliminated or transformation. Wholesale distribution of a high proportion will be suppressed. After the channel is very simple HP - Regional Distribution - Agents 3 system. He predicted the future, 123 cities, 70% -80% of the distribution of the total commitment on behalf of small distributors in large cities, can only play a role in filling gaps. Only in 4-6 cities, only distribution space. More resale wholesale agents, whether you are willing or unwilling, to do only the end of transition to direct marketing agency clients.

In fact, HP's next technology as very close partners, already adjusted in the HP before the channel, according to the wishes of containing transformation of HP. Next transition may introduce as a typical distribution of other small and large agencies have.

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