Reader Zhao Yang: I now have the opportunity to represent a certain brand of beer in county-level cities, in the middle and low-grade category, but as a layman, I have never come into contact with it. I don't know how to open the market and the hidden rules of the market after I get the agent. Because the agent's brand has not been advertised nationwide, it has little popularity in my county-level city, but the product quality is very good. At the same time, I hope to invest less, mainly considering the pressure of my own funds. I have plenty of time and energy, and I also have the determination to do business, but my family is more afraid of bad debts. Excuse me, how can I integrate into the role as soon as possible, open the market, and avoid the trouble of selling and not receiving money? 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 cold in the early 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 make a certain amount of deposit as a guarantee to maintain the stability of the market order, and then pay for the delivery, and at the same time send business personnel to help you explore the market. You are representing a new brand now. I don't know what conditions the manufacturer gives you, whether the agency fee can be saved, and whether the goods 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 with the manufacturer for some preferential policies and support 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 the catering channel is fierce and chaotic, and most hotels require credit supply, and most stores have poor reputation and high risks. However, the price of products is much higher than their own value due to the price increase of entrance fees, bottle opening fees, promotion fees and public relations fees, which makes the sales cost high and the return profit low. As a small agent of unknown middle and low-grade liquor products, it is difficult to get through the channel of large-scale catering. If the products go through the channels of retail stores, supermarkets, shopping malls and hotels, the cost is too high, and the small business can't afford it. Therefore, we must find another way. The practice of some agents engaged in middle and low-grade liquor products is to focus on popular small restaurants, food stalls and "roadside stalls". The so-called food stall here refers 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 drink a few bottles and chat when they get together, which is a huge market for beer consumption. First, take home delivery. When a small restaurant or food stall is open every day, the beer will be placed in the food stall first and settled when the shop is closed late at night, thus eliminating the trouble for the food stall owner to purchase beer himself. Second, the rebate is shared in daily life. At present, most enterprises give material rewards to restaurant owners, mostly in years, the total sales volume, the return bonus or the amount in kind. Many enterprises can't fulfill their commitments to customers' year-end rebate in 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 year-end rebate ratio is scientifically shared in the daily reward through accounting, the food stalls with good operation, reputation and financial status will pay a certain proportion first according to the investigation and forecast, and all of them will be put in the food stalls in kind, such as providing freezers for food stalls for free, and then they will be retained in the food stalls. Fifth, the construction of emotional network. Establish personal files of small bosses and their immediate family members or closest relatives, and find out their hobbies, including birthdays, weddings and funerals at ordinary times; Then, according to 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 feelings that should not be invested in people who are relatives of the small boss but are hated by the boss.