Reader Zhao Yang: I have the opportunity to represent a certain brand of beer in county-level cities, but as a layman, I have never been exposed to it. I don't know how to open the market after I get the agent, and I don't know the hidden rules of the market. Because the agent's brand has not been advertised nationwide, it is not well-known in my county-level city, but the product quality is very good. At the same time, I hope to invest less, mainly considering my own financial pressure. I have enough time and energy and determination to do business, but my family is more afraid of bad debts. Excuse me, how can we integrate into the role as soon as possible, open the market and avoid the trouble of selling without charge? Hai Rao replied: the consumption of beer is very large, but the brand effect of the domestic beer market is mature at present. If you want to represent a new beer brand in a region, the sales will be relatively cold in the initial stage of market cultivation. You need to be mentally prepared and tolerant. Generally speaking, a mature beer brand agent generally requires the agent to have certain financial strength, certain warehousing and logistics conditions, certain sales channels, good business reputation, professional sales team and professional skills. Usually, large manufacturers will ask you to pay a certain margin as a guarantee to maintain market order and stability, and then pay for delivery, and at the same time send business personnel to help you open up the market. You now represent a new brand. I don't know what terms the manufacturer will give you, whether the agency fee can be saved, and whether it will be distributed to you in the early stage. Because it is a new product and there is no advertising support, you can also negotiate some preferential policies and support with manufacturers to ease your financial pressure. Because what you want is sales volume, what manufacturers want is to occupy the market and establish a brand. At present, the competition of beer in catering channels is fierce and chaotic, most hotels require credit sales, and most stores have poor reputation and high risks. However, due to the price increase of entrance fee, bottle opening fee, promotion fee and public relations fee, the product price is much higher than its own value, which makes the sales cost high and the return profit low. As an unknown small agent of middle and low-grade liquor products, it is difficult to get through the channels of large-scale catering. If the products go through the channels of retail stores, supermarkets, shopping malls and hotels, the cost is too high for small enterprises to afford. Therefore, we must find another way. Some agents engaged in low-grade liquor products mainly focus on popular small restaurants, food stalls and "roadside stalls". The so-called food stalls here refer to tables arranged one after another in pedestrians or alleys. Guests eat in this open or semi-open environment, and three or five friends can get together to drink a few bottles and chat, which is a huge market for beer consumption. First, take home delivery. When a small restaurant or food stall is open every day, beer will be put in the food stall first, and then settled when it is closed late at night, which saves the trouble for the food stall owner to buy beer himself. Second, rebate benefits are shared in daily life. At present, most enterprises give material rewards to restaurant owners, mostly in terms of years, total sales, return bonus or physical amount. Many enterprises can't fulfill their year-end rebate promises to customers on time and in quantity, and the rebate has lost credibility among customers, and the small boss of food stalls has also lost interest in it. If the proportion of year-end rebate is scientifically shared in the daily rewards through accounting, the food stalls with good management, good reputation and good financial situation will give a certain proportion according to the survey and forecast, and all of them will be put in the food stalls, such as providing freezers for food stalls for free, and then staying in the food stalls. Fifth, the construction of emotional network. Establish personal files of small bosses and their immediate family members or close relatives to find out their hobbies, including their usual birthdays, weddings and funerals; Then according to the financial accounting, send your own "care" and "etiquette" appropriately; In case of major festivals, pay a courtesy visit in the name of individuals or families. In the above emotional investment, we must first grasp the key points and focus on the people or things that the small boss cares most about. Special attention should be paid not to invest the feelings that should not be invested in the relatives of the small boss, but the boss hates them.