Lubricating oil industry is a semi-fast consumer industry, which has both the nature of fast consumer industry and the nature of traditional industry; it is not only an industry closely related to consumers, but also a semi-closed circle that is not well known by ordinary people. In such a dilemma, the existence of channels has become the basis for the survival of lubricants. Then what are the sales channels of the lubricant industry? How should different manufacturers choose their own channels?
Sales channel refers to the product flow path from the manufacturer to the final consumer. Lubricant industry is the same as most industries at present. It can be divided into online e-commerce channel and offline traditional channel. Today we focus on understanding the main traditional sales channels of lubricant industry.
1 Components
Lubricants are divided into automotive lubricants and industrial lubricants. Industrial lubricants are mostly sold directly by manufacturers. It is not mentioned here, but the distribution channels of automotive lubricants are much more complex. In the traditional lubricating oil sales channels, manufacturers, distributors, terminals, big customers and consumers constitute five major components, each assuming different roles: manufacturers are responsible for the production of products; distributors carry out product sales; terminals are the last link of sales, selling products to consumers; big customers refer to Businesses buy and sell for the main body, such as taxi companies, freight companies, the government, etc., while consumers are the ultimate buyers of products.
2. Sales Model and Channel Model
Lubricating oil enterprises mainly have three traditional sales modes: direct marketing, distribution and agency. The channel mode of direct selling is that the products are directly from the manufacturer to the consumer; the distribution is that the products start from the manufacturer, go through the distributor first, then to the terminal store, and finally to the consumer; while the agent is that the manufacturer authorizes the product or brand to the third party, and the third party assumes the role of the manufacturer, and its channel mode becomes the same. Manufacturer - agent - distributor - terminal store - consumer.
Among them, agents and distributors can have multiple levels, agents can have general agent, first-level agent, second-level agent... Distributors can also have general distributors, first-class distributors, second-class distributors... As the last place of sale, terminal stores play a relatively fixed role, but they also have different kinds.
3 Terminal Channel Classification
The automotive aftermarket has been developing rapidly, especially in recent years, it has been in the limelight, along with the endpoint channel is also constantly changing. According to the national standard, the lubricating oil terminal channel is divided into three grades: