Channel grafting is widely used in industries with channels and terminals as the core, and there are many such examples in China and other countries in recent years. For example, Haier and Sanyo, Bird and Siemens, TCL successively cooperated with Panasonic and Philips, Motorola and TCL. Behind the alliance and cooperation, China enterprises always have one factor that multinational companies pay special attention to, and that is channel.
TCL's channel was once "borrowed" by Philips. On August 22nd, 2002, Philips and TCL announced in Shanghai * * * that the two brand companies will cooperate in the sales channels of color TV in five markets in China from now on. According to the agreement between the two parties, TCL will use its sales channels and network advantages to exclusively sell Philips color TV sets in five domestic markets. There is also the cooperation between Nestle and Coca-Cola. The two sides reached an agreement that Nestle Coffee can be sold in large quantities in restaurants, vending machines and fast food restaurants through Coca-Cola, which can quickly increase sales and market share, which is also a successful case. Emerging enterprises have new product concepts, which are often developed due to the changes in consumption trends of consumer groups and meet the needs of consumers. For established and famous enterprises, it is necessary to meet the ever-changing psychology of consumers, but also to meet the new, strange and special psychology of consumers, especially teenagers. Therefore, in many industries, the promotion and grafting of cooperation between emerging enterprises and established enterprises has emerged. Promotion grafting means that the two sides reach a promotion cooperation plan, and the products of one enterprise become promotional products or promotional tools of another enterprise, or both sides regard each other's products as their own promotional products. Bundle sales refers to two or more enterprises selling their products to customers as a whole, thus reducing the overall price and increasing the sales quantity.
Promotional grafting is widely used, often appearing in the sales of food and beverage, household appliances, automobiles and other products. The form is that one product takes another product or multiple products as promotional items, and the enterprise reaches a supply contract or cooperation agreement on promotional items.
For example, Coca-Cola uses Lenovo products and Tencent QQ coins as promotional prizes, while Pepsi uses Apple IPOD and Blizzard game coins as promotional prizes. Enterprises should consider several factors to choose partners when considering accepting the promotion of grafting enterprises. The first is the popularity, attraction, appeal and influence of promotional products in consumers' minds. The second is whether the promotional products are consistent with the ideas conveyed by their own products, the goodwill of promotional products, the consistency with the consumer groups faced by their own products, the scale of consumer groups, the scale, cooperation degree and price factors of promotional products enterprises. Its core is to make use of the influence, appeal, reputation and goodwill of well-known brands among consumers, so that consumers can have the psychology of "love my house and my dog", so that their products and brands will leave a noble, high-grade, high-level and high-tech impression among consumers, so that consumers will associate their products and brands with their status, and then have a desire to buy.
In IT, durable consumer goods, fast-moving consumer goods, daily products and other industries, we can try brand grafting, enhance the product and brand image, and skillfully enter the high-end market.