德国葛利兹代理商体系详解

      葛利兹钢厂在中国代理商主要由7个家族组成的5大销售体系构成，合作时间从5年到20年等组成的一个动态平衡。（分别为捷宝体系，万润利体系，舒马赫体系，裕鼎体系，华兴隆体系，龙记体系）再加上一个由德国钢厂联合中国各级资金组成的中央库存从而形成一个强大而稳固的线下销售体系。在过去12年从德国葛利兹销往中国不少于30万吨的模具钢。为中国制造提供了强大的支持。

The distributors of Gröditz in China mainly consist of 7 families into five sales systems. The cooperation time is from 5 to 20 years and constitute a dynamic balance. (respectively Jiebao companies, GoodProfit companies, Schumacher companies, Yuding, Hua Xing Long, Lung kee etc.) plus the stock center built by Gröditz and other investors in China form a strong and stable offline sales system. In the past 12 years, Gröditz has exported to China more than300,000 tons tool steels，which provides a strong support for development of Chinese Industry.

(葛利兹中国代理商分布图 Distributors in China)

      由于葛利兹钢厂配有德国第二大ESR设备，故与同级别深根中国，并更早建立中国区直销库存服务中心的另一德国品牌相比，葛利兹多了车灯等高抛光的市场及压铸的市场。而与其他更强的老品牌相比，我们有6000吨的大锻机及大钢锭。葛利兹多了汽车内外饰（例如保险杠，仪表盘等）的市场。故我们需要几个不同的代理商投资服务不同的市场。
Because Gröditz has the second-biggest ESR plan in Germany, therefore, compared to another German brand, which is with the same level of deep roots in China and establish China’s own early direct selling stock service center, Gröditz has additionally high polishing such as car light market and die-casting market. Compared with other older brands, Gröditz has forge press of 6000 tons and big steel ingots. We have car market (such as bumper, dashboard etc.). So we need different distributors to invest and service for different market.

      同时也由于葛利兹的都是锻件，销售需要强大的库存（数万吨）及加工产能配套。而现在市场成熟的老品牌都是以轧钢规格为主的产品。他们仅需要很小的库存量（几百吨）及加工设备就能满足市场的需求。故我们的库存及销售管理及加工生产管理都不是德国直接独资能做好的。故我们过去20年采取的跟中国的合作伙伴共同投资成长的方式发展服务中国市场。
目前中国实力最强的模具钢企业都跟我们合作十年以上，这已经证明了葛利兹产品的优势。同时，葛利兹一直培养发掘具有先进行业经验、品德及理念优秀的技术性销售人才作为合伙人的股东跟葛利兹发展，服务中国细分市场。故过去6年来，原来只是其他品牌的优秀区域销售经理逐步跟随葛利兹成长为该地区主要销售公司的创办大股东合伙人。

At the same time, because the products of Gröditz are forging steels which requested a huge stock(20,000 tons) and big investment for big corollary equipments. The products of other old brands are mainly rolling steels which can meet their market demand by small stock (hundreds tons) and small equipments. Considering our huge stock, sales management and production management, Gröditz is not able to control it alone. So we invest and develop together with our Chinese partners to serve the China market in the past 20 years. Till now, the most powerful tool steel companies in China have been cooperating with us for more than 10 years. It proved how good Gröditz’s products are. At the same time we are searching right young partners, who have advanced industry experience and good ideas, help them to build their own companies for the niche market. In the past 6 years, we have successfully cooperated with several top sales in some regions.

     8年前，针对中国模具钢市场鱼龙混杂，葛利兹扶持新的代理商销售体系万润利专卖体系。顾名思义，就是只允许库存及销售葛利兹钢材的代理商，不是葛利兹钢厂的直销点。主要是针对坚持使用真料，采购渠道单纯的模具厂客户。
8 years ago, there was a problem in Chinese mold steel market, fake. Gröditz supported the Good Profit Monopoly System. As the name implies, it is a distributor who only be allowed to stock and sale Gröditz steel, not a direct sales point of Gröditz, mainly service for the mold factory customers, who insist on using real materials and simple purchasing channel.
     而从2016年开始的舒马赫体系，是在运营葛利兹专卖体系-万润利的基础上的升级版。主要是可以利用自己丰富的模具钢经验（十年以上最优秀的行业技术市场工程师）提供模具厂客户更好的定制服务。舒马赫体系是我们葛利兹未来5年重点发展内容。
The shumaher system, which began in 2016, is an upgrade of GP. The purpose is using the rich experience (the most excellent engineers with more than ten years experience in this industry) to provide better customized Service for mold factories. Schumaher System is our focus centent for the next 5 years
     葛利兹同时也在积极筹备网络官方销售渠道，主要针对中国市场部门一直坚持只从钢厂直销渠道购买模具钢的高端精密模具客户。由于运营成本高，销售价格肯定比代理商价格高。
Gröditz is also actively preparing for official online sales channels, mainly focusing on the high-precision mold customers, who insist purchasing only from direct selling channels of steel mills in China market. Because of the high operating cost, the price is definitely higher than the price of distributors.
     我们坚信葛利兹的最大优势在于完善的中国市场代理商网络。我们坚信我们的代理商只销售真料。如果发现代理商失控状况，葛利兹是无论面临多大损失。也必定终止合作从零开始该区域／行业市场。这是我们的信念，也是因为葛利兹的中国运营团队都是在40岁左右，我们想的，规划的都是几十年的市场活动而不是短时间的利益。
We firmly believe that the biggest advantage of Gröditz is the perfect network of distributors in China. We believe that our distributors only sell real materials. If the distributor is out of our control, no matter how much loses, we will stop the cooperation and start to build the regional/industrial market. The members of Gröditz's China operations team are around 40 years old. The things we think about, is not short-term benefits, but the future in 30 years.
 
针对市场评论葛利兹渠道乱的主要原因如下：
The main reasons for the market comment on the chaos of the Gröditz’ selling channels are as follows:
1》， 葛利兹在过去12年中国市场的大力发展就是不停的打假，暴利品牌的发展过程。从而在市场上树立很多敌人。
In the past 12 years, with the fast development of Gröditz, we never stop our fighting with fake. It establishes a lot of enemies in the market .
2》，汽车内外饰模具市场竞争激烈，某些小型成家或者内部管理跟不上的厂家为了获取利润而在他们上游客户污蔑葛利兹渠道混乱从而为他们转向假料做铺垫。这种情况也从反面解析了葛利兹管控代理商很严格及葛利兹代理商也不会去做假料。
 the mold makers are try to shit their customers by convincing them to switch to other steel mills whose channels mainly mix up with Chinese materials so as to get a cheaper steels compare to Groditz, which also proves we are controlling our channels away from fake materials very strong and also a prove that our distributors is not interested to make fakes.
3》，市面上很多小规模的模具钢材料商到处跟市场宣传有葛利兹的材料销售，宣传他们所谓的二级代理，三级代理。但葛利兹这10年来一直只有一级代理商。从不接受二级等其他不可控销售渠道。
Some mall mold steel suppliers in the market claim that they are sub-distributors of Gröditz materials in oder to make fakes. Actually, in the past 10 years, Gröditz never accept sub-distributors or other out of control sales channels.
4》， 葛利兹市场部门改革后工作必须下沉到代理商及模具厂环节。从而沟通效果更佳。
After the reform of Gröditz’s marketing department, the work must go further into distributors and mold factories for each project in oder to fight against fake.

以上内容转载自德国葛利兹微信公众号，如有问题请联系删除！谢谢。