Methods of increasing the share of brand sales in the dealer’s portfolio

Abstract

Due to the changing market environment since 2022, when all European, Japanese, and Korean brands left the Russian market, dealer enterprises faced the need to find new suppliers. In parallel with this process, Chinese manufacturers filled the Russian market, occupying the dealerships of former European companies. This article is devoted to the analysis of methods that contribute to increasing sales of a particular Chinese brand in the dealer’s portfolio, since today each dealer company has at least 4–6 brands in its portfolio, there is not much difference for them in which brand to sell. The article describes the experience of one of the Chinese distributors, his methods, as well as the mechanisms of how to achieve brand sales to the dealer. Approaches such as improving dealer motivation through reward systems, using marketing support and activating sales promotion programs are considered. Special attention is paid to the introduction of modern technologies to automate the processes of interaction with the dealer and customers, which minimizes errors and increases customer loyalty. Successful examples of the implementation of these strategies are analyzed and recommendations for their practical application are proposed. The importance of an integrated approach to dealer sales management is emphasized in the context of current economic challenges.