Martial arts events caused by goods tampering
'Yang Zong, marketing director of Z recently encountered a headache for him. He spent more than a week on the whole. So what troubles Z always encounters? It turns out that agents in Beijing and Hebei are in conflict, while Z's strong sales areas are mainly in North China and Northeast China. It can be said that, the general agents in Beijing and Hebei are one of the several major "princes" of Company Z. What are the reasons for conflicts between the two princes? In order to steal goods from the site. Originally in the Inner Mongolia region, Company Z did not set up a general agent, and the market in the region has been open, as long as the general agent of Hebei or Beijing found a suitable agent in the Region City, the reason is that the region is a three-pronged region. The forces of Hebei and Beijing in the Inner Mongolia regional market can be described as "intertwined. Of course, the formation of Z in the Inner Mongolia regional market today is also because Z only focused on market development a few years ago and did not pay attention to the rational layout of market channels. In the City B of the Inner Mongolia regional market, the market personnel of the Beijing General generation were beaten by the general representatives of Hebei. This incident made the relationship between the general representatives of Beijing and the general representatives of Hebei suddenly tense up, and then came to the headquarters of the company, asking the headquarters to "preside over justice ". What is the reason for this? In the past, the Agency W boss of City B was the second-level agent for the development of Hebei's total generation, and W boss had been purchasing goods from Hebei's total generation. In this case, the total revenue of Hebei province is about 0.8 million RMB from W's boss in one year. However, since the fall and winter of this year, we have found that w's boss's purchase amount is continuously decreasing. Or it's just a small batch of purchases, and W's boss has been complaining to the Hebei representative that the sales in the autumn and winter of this year are not doing well, and the products cannot be sold, mainly to digest the inventory of last year, so this year, the purchase of new products will be reduced. However, the general representative of Hebei also sent people to investigate and find out the market of City B, and found that the market situation of City B is also very good this year, I also learned from the clerk under W's boss that the store's business has been good this year, and the daily sales volume should be better than that in spring and summer. According to this information, the first response of the Hebei General generation is: W's boss should be selling goods, and the most likely thing is that w's boss is purchasing goods from Beijing's general generation. Sure enough, after a few days at the door of the store, the general representative of Hebei found that even if the general representative of Hebei did not deliver the goods to W, the store was always able to access the goods. At this time, the people in Hebei's total generation squashed these items and asked W boss, where did they come in? The boss hasn't said anything yet, and a young man who comes with the goods will talk: "They are all products of the same brand. You don't have to worry about where the goods are delivered, as long as it is not fake. ", This is because of this statement. At the same time, the Hebei General generation is still dissatisfied with the market staff of the Beijing General generation wandering around in their own regions, the young man was beaten immediately. At the same time, the general representative of Hebei also told the headquarters the fact that the general representative of Beijing was selling goods in City B. However, the general representative of Beijing does not recognize this account this time. They believe that, for a long time, the issue of goods delivery in the Inner Mongolia regional market has always existed, in addition, the general generation of Hebei often sells goods to the second-level agents in Beijing. In addition, the people were beaten this time. In any case, Hebei agents cannot be so arrogant. This is why Yang Zong came here. It is reasonable to say that if we only deal with the dispute between them, it is actually very simple, because the general agent in Beijing has suffered a loss first, therefore, we only need to impose certain punishments according to the original regulations. The human hitting issue can be solved separately. But what Yang always wants to consider now is: how to prevent the next shopping spree from happening?
The implementation of anti-tampering management regulations is always poor.As a matter of fact, Company Z has long realized that the phenomenon of "stock-selling" seriously interferes with the normal marketing strategies and policies of the company. Company Z has been committed to severely punishing "goods-selling ", I also tried a lot of methods and adopted some scientific and technological means, hoping to cure the problem. Let's take a look at what policies have been developed by Company Z to prevent the occurrence of goods theft? 1. Differentiated differentiation using product codes means that the trademarks of the same product are located in different regions, while the trademarks of other products remain unchanged, use text, graphics, letters, zip codes, numbers, or a combination of these graphic texts to indicate the sales area. For example, the words "special for sale in a certain area" are printed on the outer packing of the product, or "yu" is printed to Henan and "Ji" is sold to Hebei. The cost of this anti-fraud measure is low. Of course, the technical content of anti-fraud measures is also low, and the cost and risk of anti-fraud measures are low. The goods dealer can adopt a simple method. After a simple operation, it can make the original anti-goods means useless. What's more, agents use the form of changing tags and shoe boxes to tamper with the goods, so that Z Company's use of this method fails. 2. When Company Z signs an agency contract with its agents, the company shall separately list the specific penalty terms for goods delivery in the form of attachments in the contract, emphasizing the conditions for prohibiting cross-regional sales, the agency policy shows punishments and rewards. A certain amount of Agent deposits were collected to agents and detailed penalty terms were listed. However, for general agents like Hebei or Beijing, it is difficult to find large-scale goods tampering, or even if it is discovered, it is difficult to implement the policy due to the actual situation of the Inner Mongolia regional market. In addition, even if such a policy is formulated, it is only a matter of punishment after the event, and it cannot solve the issue of goods theft from the source. 3. control agents in terms of distribution, retail, and promotion prices to prevent agents from selling goods. At present, Company Z executes a Unified retail price nationwide. However, as long as it is a commodity, there will be promotions. Therefore, agents of different goods will sell them in the name of promotions. In some regions, price increases are made for sale. In this case, it is used for sale in the mall. In the name of a deduction point for the mall, Z company is required to raise the price for the policy. In addition, the agent prices offered by Company Z to agents in Hebei and Beijing are not exactly the same. This will also be priced based on the year, popularity, order quantity, and other factors of different commodities, this is because, in this way, the agency has a space for selling goods. Like Company Z, after some of the above policies have been formulated, but the goods are still rampant, Company Z still has many problems that cannot be solved. The reason is that the core issue of anti-fraud management is how Company Z can control the flow of products. If Company Z cannot effectively collect the flow and positioning information of products in the circulation process, therefore, it is impossible to monitor and control the stock-selling behaviors. Now, as long as we can figure out all the commodity flows through the channel, we will naturally be able to solve the goods tampering problem.
ERP
Anti-theft management after system implementationYang Zong of Company Z thought of the company's ERP system. In fact, two years ago, Company Z started the ERP system project, however, the company's senior management positions it as an inventory management system, which is mainly used in warehouses, finance, and self-owned stores at the headquarters, this system has not gone through the internal management system of Company Z, but has gone deep into the channel and retail management links. The flow of goods without monitoring can only be one interest-oriented, but not management-oriented. Naturally, it is not surprising that Z company frequently fails to intercept goods. In fact, from the perspective of ERP system, anti-fraud management can be applied as a special solution, from the aspect of anti-fraud management, we can strictly supervise and control the orderly flow of key commodities in the distribution network through product bar code management, so as to improve the channel management level of enterprises and reduce and avoid channel risks. It effectively prevents cross-regional sales and stock-selling of products and prevents the impact of counterfeit and shoddy products. 1. In the production management stage: An enterprise attaches a unique barcode to each product, which can be in the form of an encrypted one-dimensional code or two-dimensional code, including product type information and production information, serial number, sales information, etc. In particular, two-dimensional bar codes can record more detailed data and information such as the sales area, sales owner, and key accessory serial number of the product, therefore, a unique, complete, and confidential identity and property identifier is added for the product. The one-dimensional code records about 20 characters, and the two-dimensional code records hundreds of characters. Of course, the investment in one-dimension code is relatively small, and the investment in two-dimensional code is relatively large. If the ERP system can be applied to the entire channel, the commodity flow of one-dimension code can be basically managed through one-dimension code, so we can use a one-dimensional code. 2. In the distribution process, enterprises can easily perform strict monitoring on the delivery, warehouse receiving, inventory taking, return, pulling, and logistics of goods through fast bar code identification, in particular, all the above businesses will involve the exchange accounts of agents at each level, so that each business outlet in the distribution network has a powerful product verification function, which can achieve the flow of each commodity. At this time, the business outlet can also check and match the product's sales region and product attributes as needed. 3. In the product anti-counterfeit phase, the system first implements anti-counterfeit functions through one-dimensional and two-dimensional bar codes. After one-dimensional and two-dimensional codes are encrypted by the enterprise, other personnel cannot obtain the data and information in the two-dimensional codes without obtaining the key. In addition, because the two-dimensional bar codes of each item are different, and the unique information such as the serial number is related, it is difficult for other personnel to forge, and it cannot be copied by optical method. Because the logistics status of each bar code is recorded in the database, it is easy for the system to check and handle forged records without database records and automatically trigger alarms. Of course, the system also supports telephone anti-counterfeiting. When printing tags, enterprises generate a serial number and paste it on the product. End users can call the service hotline to check the validity of the serial number. In addition, enterprises can establish anti-counterfeit query websites for customers to log on to and query product serial numbers. Of course, because the SKU of the clothing and shoes is generally up to the size, if the current anti-counterfeiting method is used, then the SKU must be accurate to each item, if this is the case, the processed data volume will be very large, and the management difficulty will also multiply. Therefore, you can also use the SKU to be precise to the size. At the same time, the SKU information is also added to the agent region information to prevent goods tampering. 4. During the after-sales service, the after-sales service department scans the encrypted two-dimensional barcode to obtain the source and attributes of the product stored in the barcode, in this way, we can comprehensively and strictly identify and confirm the service items, ensure that the company's interests are not damaged, and effectively improve the quality of customer service. When there is a quality problem with the product or the end user gives feedback, the system can provide voice calls, emails, Web and other information feedback channels. After-sales service center will record the report and handle it accordingly. Computer telephone integration technology CTI, customer relationship management, product quality management, and other technologies will be used. At the same time, this link can also be used together with the promotion, such as randomly placing the winning information in the bar code information, through the bar code or anti-counterfeit identification string for consumer incentives and other promotional activities. 5. Scheduled promotion activities and expenses should be arranged in the promotion phase. Control promotion fees as much as possible. When the promotion cost cannot be controlled, reasonably arrange the promotion cost standards in various regions, control the sales manager's permission to approve the marketing cost, and prevent the proportion of the promotion cost from being out of control. Or entrust local advertisements or plan Enterprise Operation promotions (insufficient personnel or experience), and strictly limit the blind commitment to promotion advertising support to agents. If you make a commitment, avoid sales promotion fees disrupting the price system, and link the sales promotion fees with fraud penalties. Or compensate from other aspects to avoid hurting the Agency's feelings; strictly supervise the use of promotion fees. Sales Promotion fee and sales fee should be linked, and sales fee should be linked with the goods. Reduce the discount rate of promotion fees based on the stock-selling rate; incentives should fully consider reasonable Promotion objectives, appropriate incentives, control of promotion time, strict reward system and market monitoring, make sure that the entire promotion activity is under control and will not be out of control. link the discounts, rebates, and discounts with the goods, determine a proportional relationship between the stock-selling rate and discounts, incentives, and other discounts, so that the cost of stock-selling is greater than the profit of stock-selling, to a certain extent, the idea of dealer stock-selling is eliminated. Minimize the destructive power of goods delivery. 6. Ultimate Solution: all retail terminals use the retail module in ERP for cash reception. All sales promotion, price, goods and other information must be read from the ERP system, so that the agent has no space for price control. At the same time, when the supervisor checks the inventory data through the ERP system, it can know whether there is a stock-selling phenomenon. The ERP system mentioned above can control the issue of goods delivery in all aspects. It may have been difficult for Z's ERP system to be implemented in various agents for a long time, it should also be closely related to this issue. After all, if Company Z can push the system to retail terminals, it will not be afraid to grasp the flow of goods, in this way, there will naturally be no so-called stock-selling problems, which is why domestic clothing (such as senma) and footwear (such as Red dragonfly) have better informatization levels) there is no counterfeit goods in the brand.
