1. Development trend of sales channel system
Generally speaking, the development trend of sales channel system is to develop in the direction of alliance. The joint trend of sales channels is manifested in two aspects: one is the joint within channels, and the other is the joint between channels.
(1) Alliance within the sales channel
The combination in sales channels refers to the combination of all links and middlemen in each channel. The combination in the channel can be divided into vertical combination and horizontal combination.
Vertical integration refers to the vertical integration of sales channels, including industrial and commercial integration between production enterprises and sales enterprises, and business integration between middlemen in different links. Vertical integration in the sales channel system is developed to make up for the shortcomings of traditional sales channels. Traditional sales channels are composed of independent manufacturers, wholesalers and retailers, each of which is an independent economic entity, and each pursues the maximization of its profits. Therefore, in the traditional channel system, all channel members are bargaining for their own interests. Acting independently in sales, no channel member can completely or basically control other members. In this way, the profit of the whole channel system can not be maximized in the interest competition of each channel member.
Vertical integration in the sales channel system is a unified system composed of manufacturers, wholesalers and retailers. In this channel system, a channel member either has a franchise or has great power to force other members to cooperate, and the dominant position may be the manufacturer or the wholesaler or retailer. The vertical integration of sales channel system controls the channel behavior, coordinates the conflict of interests among channel members, and avoids the repeated service caused by the competition among channel members, thus maximizing the interests of the whole channel and becoming the most powerful competitor of traditional sales channels. At present. There are three main forms of vertical integration of foreign sales channel systems:
① Group style. This way is to combine the two successive stages of production and distribution under a single ownership. It can be composed of large-scale production enterprises or large-scale retail enterprises.
② Dominant type. This way refers to the process that famous big manufacturers use their scale and rights to coordinate with retailers to complete production and sales together.
3 contract. This model refers to a consortium formed by independent manufacturers and distributors at different levels in the form of contracts in order to obtain economic benefits that individual businesses cannot obtain. There are three ways: one is a chain store organized by wholesalers spontaneously; The second is the retailer cooperative organized by retailers; The third is franchising organized by manufacturers or service providers, such as retailer franchising organized by manufacturers, wholesaler franchising, and retail franchising organized by catering and service providers.
Horizontal alliance in sales channels refers to the alliance among manufacturers, wholesalers and retailers in a horizontal position. The purpose of horizontal alliance of channel enterprises is to solve the problem of insufficient funds, technology and resources or reduce marketing risks through long-term or short-term cooperation. * * * With the development of new markets, there are more and more marketing opportunities. Horizontal alliances usually have two ways: signing cooperative production and marketing agreements and establishing new joint ventures. Because horizontal alliance concentrates more capital together, it brings greater benefits to channel enterprises.
(2) the combination of sales channels
Sales channel alliance refers to the alliance of manufacturers when choosing and using sales channels. With the intensification of market competition, it is more difficult for enterprises to sell products. In order to make the products of enterprises reach the hands of consumers quickly, manufacturers began to use a variety of sales channels jointly.
① It has become a trend to use direct channels and indirect channels at the same time. For a long time in the past, many people thought that in order to ensure the smooth sales of products, their sales channels should be relatively concentrated, or direct channels or indirect channels should be adopted, and the methods in each channel are relatively simple. With the development of market economy, it is more difficult to sell products, and people's understanding of channels has also changed. Selling products to different markets through different sales channels has become the basic content that many enterprises consider when designing channels. At the same time, its marketing methods, whether direct or indirect, are also increasing. Such as direct channel marketing and indirect channel warehouse stores, thus adding new content to the combination of direct channel and indirect channel.
② The multi-channel marketing system has developed rapidly. After entering the market through a single channel, many enterprises turn to multi-channel marketing system to sell products to the same or two market segments when sales are unfavorable. For example, manufacturers use both direct channels and indirect channels to sell the same product to consumers for daily consumption. It is also sold to industrial users for production and consumption. Because every new channel can increase sales, many manufacturers have followed suit, making multi-channel marketing develop rapidly.
2. The new development of marketing methods in China.
Since the reform and opening up, China's commodity economy has developed rapidly. The original system with many wholesale links and few retail channels has not adapted to the requirements of social development, and some new marketing methods have emerged one after another. Especially after the implementation of the socialist market economy system, China's marketing methods have made new development.
(1) Direct selling channels have developed rapidly.
In recent years, enterprises have gradually entered the market, and sending employees to sell products directly to users has become an important way for enterprises. For example, China Qingqi Group has set up 70 sales branches all over the country to sell products to different customers. Meanwhile. Mail order and TV marketing in direct selling have also developed rapidly.
It should be noted that in recent years, network marketing, which is popular in Europe and America, has developed rapidly in China. Internationally, online marketing is considered as the most powerful marketing tool. It has the functions of channel, promotion, electronic transaction, customer service and collecting, analyzing and providing market information, and has become the development trend of marketing tools. Of course, online marketing has just begun in China. Because on the one hand, the proportion of individuals owning computers in China is still very low, on the other hand, the cost of using the Internet is very high. With the development of China's economy and the establishment of information expressway, home computers will become more popular and the network usage fee will be reduced. By then, network marketing will also become an important way of enterprise marketing in China.
(2) The agency system has been generally accepted.
Although the agency system has not been introduced to China for a long time, it has developed rapidly, especially in steel, automobile and other industries. The adoption of agency system can not only ensure that production enterprises concentrate on product development and improve product quality, but also solve the problem of working capital of agents, which is well received by enterprises. Some enterprises that lack their own marketing power have also given the task of opening up new markets to agents.
At present, China's agency system has developed into four ways: exclusive agent, general agent, general agent and special agent.
(1) Exclusive agency means that the production enterprise grants the agent the agreed area, the specified time limit and the specified commodity franchise right, and the agent enjoys exclusive rights according to the contract, and may not deal in other similar or competitive commodities. This kind of agency can avoid excessive competition or dumping, which is conducive to obtaining loyal agents.
(2) General agent means that the production enterprise grants all the marketing rights of the agreed area, the specified period and the specified goods to an agent, and the agent conducts marketing activities in the name of the entrusted enterprise. This method gives the agent a lot of authority, and the client has no say in the marketing of its products there. On the other hand, this method also puts forward higher requirements for agents, not only to be able to sell products, but also to have the ability of marketing planning, market development, financing and marketing services. This method is suitable for opening up a new market that you are not familiar with.
(3) The general agent means that the production enterprise entrusts its products to a number of agents for sale. Each agent does not enjoy the franchise right, nor is it restricted by operating competitive products. With this kind of agency, the production enterprise can retain the direct selling right.
(4) Special agent refers to the right that the production enterprise grants the agent the right to sell high-tech products or provide supporting technical consultation, guidance and maintenance services for the products sold by the entrusting party. Specialized marketing or service of agents.
(3) Standardization of chain operation.
As the third retail revolution after department stores and supermarkets, chain operation was introduced to China in the late 1980s. With its unique advantages, it is widely welcomed by enterprises. China's own chain stores started at 199 1 and developed rapidly. At present, chain operation has become one of the important development models of retail, catering and service industries. There are four levels of chain operation in China's retail industry: one is convenience chain stores. Mainly from the raw grain grocery store located in residential areas, mainly engaged in grain and oil products and non-staple food; The second is supermarket chain stores, mainly engaged in department stores, non-staple food, food, beverages and so on. In a self-selected way; The third is a large department store chain; Fourth, professional chain stores, mainly clothing chain stores, shoes and hats chain stores, home appliance chain stores and so on. The three capital combination forms of chain operation have also developed to varying degrees. Sanlian Group's regular chain and Donglaishun's franchise chain are both representative.
To promote the development of chain operation. Our government has done a lot of work in macro-management: it is stipulated that chain operation must have at least 10 stores, so that chain enterprises can truly realize economies of scale; Actively support the headquarters of chain stores to improve their own distribution centers in order to improve the quality and service quality of chain stores; There are some policies for chain stores to establish branches in different regions. It provides conditions for the great development of chain stores. These efforts have promoted the standardization of China's chain operation industry and achieved good economic benefits.
(4) The warehouse is deeply loved by customers.
Mature warehouses and retail stores abroad have been used for 10 years. In China, due to the unique enthusiasm of consumers, it has developed rapidly. The low commodity prices and self-help methods of warehouse stores are loved by consumers, especially the working class, and soon become one of the important retail methods widely accepted by people. Of course, there are still many unsatisfactory places in China's warehouse stores. But as long as we improve it, warehouse stores will soon become one of the main marketing methods in China's retail industry.
3. Cooperation, conflict and competition of sales channels
When manufacturers choose multiple channels to sell products, they must study the cooperation, conflict and competition among enterprises in each sales channel.
(1) sales channel cooperation
Generally speaking, doing a good job in channel cooperation is the starting point for all members of the same channel to participate in marketing activities, because each channel is embodied as an alliance between different manufacturers and has common interests. The profits generated by their cooperation are generally much larger than those obtained by each participant operating alone. To this end. Manufacturers, wholesalers and retailers among channel members can complement each other in different links and processes of marketing activities, learn from each other's strong points and give full play to their respective advantages, so as to understand, serve and meet the needs of the target market more effectively.
(2) the conflict of distribution channels
Although the starting point of each channel member's participation in marketing activities is to cooperate well, because the overall interests of the channel are established, when each member tries to maximize his own interests, it will harm the interests of other members, thus causing conflicts among channel members. The main reasons for channel member conflicts are:
(1) The target is inconsistent. Manufacturers may want to pursue rapid development through low prices, and dealers may want to pursue profits through high profits.
(2) unclear powers and responsibilities. Conflicts will arise when the direct and indirect channels, new and old channels, regional boundaries of sales, target customers and sales services of manufacturers are not clear.
③ Inconsistent perception. Manufacturers and distributors have different understandings of many marketing activities, such as the views on the status of different channel members and the evaluation of channel members' work, which will also cause channel conflicts.
Channel conflicts can be divided into horizontal conflicts and vertical conflicts. Horizontal channel conflict refers to the conflict between member manufacturers at the same level in the channel. For example, some dealers of a manufacturer complained that other dealers in the same city robbed their business because of low pricing, and a franchise store complained that the service quality of other franchisees was low, which affected the reputation of the whole franchise company. If this conflict occurs, the leading enterprises in the sales channels must formulate clear and feasible policies and take prompt actions to control this conflict.
Vertical channel conflict refers to the conflict of interests between different levels in the same channel. For example, automobile manufacturers want to cancel cooperation with agents who refuse to implement service policies, price policies and advertising policies.
Some vertical channel conflicts are inevitable, and the existence of some channel conflicts is not all bad. Therefore, the problem is not to eliminate contradictions, but to better handle contradictions. There are many ways to solve channel conflicts:
① Training the person in charge of the channel. If all members of a channel have little difference in economic strength and behavioral ability, it will be difficult to resolve conflicts by themselves when they occur. If a channel member gains the leadership position and wins the trust of other members, it will lay the foundation for reducing conflicts and resolving conflicts.
(2) Know that * * * is a threat. If channel members are aware of the existence of external threats, their conflicts will be easily resolved. At this time, they will put aside their differences, fully cooperate and be consistent with the outside world.
(3) Qi Xin together. If channel members can often get together, form advisory committees and exchange staff, their conflicts may be reduced.
(3) competition in sales channels
One side of the sales channel relationship is cooperation and the other side is competition. Channel competition refers to the normal competition between channel enterprises and channel systems because they serve the same target market. It includes the competition among members in the channel system and the competition among different channel systems. For example, the competition between department stores and specialty store in selling household appliances to consumers, and the competition between different marketing channels such as self-management, distribution and agency in selling health care products, and so on.
Moderate competition between sales channels is beneficial to society and consumers. The competition among channel enterprises promotes each channel enterprise to improve management, improve service quality and eliminate fake and shoddy products, thus purifying the marketing environment; At the same time, it also brings time, space and monetary value to consumers' shopping.