Lead: Because the interests of dealers and manufacturers are inconsistent, when each side pursues the maximization of its own interests, it often makes the other side unacceptable. In the process of sales, dealers often encounter the phenomenon of "pressing the ladle and getting up" and "you sing and I come on stage", and the lack of prevention and control of the phenomenon of goods smuggling will seriously affect the healthy and sustainable development of the market. Cross-selling of dealers has always been a big problem in the sales process. Because the interests of dealers and manufacturers are inconsistent, when each side pursues the maximization of its own interests, it will often be unacceptable to the other side. In the process of sales, dealers often encounter the phenomenon of "pressing the ladle and getting up" and "you sing and I come on stage", and the lack of prevention and control of the phenomenon of goods smuggling will seriously affect the healthy and sustainable development of the market. The prevention and control of dealers' goods smuggling should first attract the attention of manufacturers, and then take effective prevention and control measures. Prevention first, prevent the occurrence of goods smuggling from the root, and the management of goods smuggling should focus on prevention, often waiting for things to happen before remedying the recovered losses. So how should we prevent it? 1. Choose the right dealer. When choosing a dealer, you must conduct a strict "qualification review". In addition to investigating his market ability, influence concept, willingness to cooperate and other factors, we should also investigate his business history to see if he has a history of smuggling malicious goods. If a dealer started by selling stolen goods and has been cooperating with some informal small enterprises, then stealing goods is commonplace. You can't expect him to "turn over a new leaf" by cooperating with you. Such a world-class brand laboratory distributor should not cooperate with him at all. 2. When signing the contract and details, we should publicize the manufacturers' determination to strictly control and severely crack down on the smuggling of goods when the cooperation is established. In addition, it is necessary to stipulate in the terms of the contract provisions to prevent and punish the smuggling of goods. Although signing a contract can't fundamentally prevent him from channeling goods, it at least plays a warning role and increases the obstacles and costs of his channeling goods. 3. Maintain the health and balance of the sales network. In the process of building and standardizing the sales network, we should not only ensure the seamless coverage of the market, but also ensure the balance of market interests among dealers and maintain the health and balance of channels. If you have five dealers in a city, one is the only one, and the other four have no reasonable market interest guarantee, then it has laid a hidden danger for the smuggling of goods. 4. Perfect price system and appropriate incentive policies Some enterprises often adopt policies with different prices in different regions due to factors such as regional competition, consumption level and market development stage. If we can't take positive measures such as regional packaging differentiation and strict defense, it is likely to lead to regional cargo smuggling. In addition, appropriate and scientific incentive policies should be adopted to prevent the loss of goods. Many enterprises' rebate policies and promotion expense policies often adopt the strategy of hierarchical progression, and there are great differences between levels. This makes many dealers eager to sell by hook or by crook in order to get higher rebates and cost support, and this commodity-World Brand Lab-has happened. The author suggests that manufacturers adopt some procedural rebate policies when considering rebate and promotion policies. In terms of promotion, they should not give money directly to dealers, but let factory personnel participate together to form constraints and supervision. 5. The assessment of sales staff should be scientific. The assessment of sales staff should not simply "talk about heroes by sales volume", but strengthen the process assessment. The assessment of sales staff, distribution rate, vivid display, dealer service and other indicators is more effective than simple sales assessment, and it can also prevent sales staff from "turning a blind eye" to dealers simply for the purpose of rushing sales. 6. Packaging differentiation This is a technical measure that most enterprises can do. All these measures can only solve the problems of commodity smuggling and price confusion between different regions to a certain extent, but can't fundamentally prevent the occurrence of commodity smuggling. 7. It is a long-term follow-up work to set up a special person or special functional department to manage commodities. Conditional, to set up a special functional departments to manage. If you can't set up a special functional department, there must be someone who is in charge. Strong governance can effectively curb the smuggling of goods, even if your preventive measures are scientific and perfect, it is difficult to completely eliminate the smuggling of goods. So what should we do when the goods are smuggled? 1. Strictly control and keep abreast of trends. If someone is in charge, you should often go to the market to learn about the dynamics and see if there is a trend of fleeing goods. In addition, clues can also be seen from the sales reports of regional distributors. For example, the five dealers in this area have been developing very evenly before, and the average monthly sales volume is about 100. Suddenly, one of them rose to 500 yuan a month, and there were no new secondary manufacturers and terminals, and there was no targeted promotion. Then his condition must be abnormal. It is necessary to monitor his sales trends in time to see if there is any smuggling of goods. 2. Grasp the current situation and find out the black hand of goods smuggling. If the smuggling of goods is found, we should find ways to find out the black hand of the smuggling of goods as soon as possible. We can capture his appearance in many ways. Generally, we can go to the dealer's warehouse to see if there are any traces left, read the sales and purchase orders after the talk, and track the delivery vehicles. In short, in the words of criminology, "every crime can leave traces". As long as you are willing to use your head, you will surely catch the dealer's smuggling. 3. Resolutely crack down on the arrogance of cargo smugglers. Once caught in the sky, it is necessary to be "cruel and heartless" and resolutely cannot condone the smuggling of goods. Generally, the following measures can be taken: (1) Seize money. If there were clear terms in the cooperation agreement at that time, the smuggling deposit would be collected, and the money would be detained after smuggling was caught. (2) cut off the supply. Some best-selling varieties are directly out of stock, severely cracking down on their arrogance. (3) The crowd is surrounded. Take targeted promotion, so that other dealers can form a trend of encirclement of the goods. In addition, it creates obstacles to its cargo smuggling channels and is difficult to succeed. (4) Enough is enough. For some accidental or malicious goods smuggling, the punishment should be moderate and appropriate.