Question 2: What does channel mean Channel is one of the most important assets of the enterprise only, but also the variable The biggest asset. It is the enterprise to transfer the product to the consumer in the process of passing through the path. This path includes the enterprise's own sales organizations, agents, distributors, retail stores, etc.. For the product, it does not proliferate the product itself, but increases the added value of the product through service; for the enterprise, the sales channel plays the role of logistics, capital flow, information flow and business flow, and accomplishes the tasks that are difficult for the manufacturer to accomplish. Different industries, different products, enterprise ingots of different sizes and stages of development, the shape of the sales channel are not the same, most of the sales channel will have to go through the two links from the dealer to the retail store. In order to meet the needs of retail stores, but also in order to maximize their own profits, very few dealers only agent a product, but have their own product portfolio.
Question 3: What are the traditional and modern channels of sales? Definition of traditional channels: a variety of business models, through the agents (dealers) to reach consumers in the middle of the transfer process, the pursuit of profit, service is not standardized.
Definition of modern channels: 1, sales of large potential or have a very high visibility of customers, 2, stores, supermarkets, mass merchandisers, department stores, shopping centers, convenience stores, stores, supermarkets, mass merchandisers, department stores, shopping centers, the development of chain stores and so on.
Question 4: What is the meaning of channel sales Sales channel is one of the most important assets of the enterprise only, but also the most variable assets. It is the enterprise to transfer the product to the consumer in the process of passing through the path. This path includes the sales organization set up by the enterprise itself, agents, distributors, retail stores, etc.. For the product, it does not proliferate the product itself, but increases the added value of the product through the service; for the enterprise, the sales channel plays the role of logistics, capital flow, information flow, business flow, and accomplishes the task which is difficult for the manufacturer to accomplish. Different industries, different products, different scales and development stages of enterprises, the shape of the sales channel is different, most of the sales channels have to go through the two links from the dealer to the retail store. In order to meet the needs of retail stores, but also in order to maximize their own profits, very few dealers only represent a product, but have their own product portfolio.
In the past two years, Beijing Gome, Shandong Sanlian, Nanjing Suning as the representative of the super-terminal surfaced, and even openly and industrial enterprises, some home appliance companies want to follow the super-terminal order to production, this is an unstoppable historical trend. Although the super terminal is the goal of corporate concern, but in marketing practice, domestic enterprises are mainly faced with the dealer level. Dealers are not just distributing a product, companies want dealers to invest funds, personnel, networks and other resources to themselves, to expand their market share in the local area, to increase the impetus of their products in the local area. Some companies want to use some ways to control dealers, and dealers combined into a strategic alliance, *** with the development, and even some companies and dealers into joint ventures.
We know that the dealer guards one side of the market, has sufficient social relations, has a sound sales network, has a market-tested sales force. His short-term interest is to make money, long-term interest is to develop, the goal and manufacturers are not the same. So what means to rely on the enterprise to "control" the dealer? The following five means may be able to give you the answer.
First, the vision control:
As the "Fifth Discipline" said, the vision of the enterprise is a business leader to consider the top priority. An enterprise without a vision is an enterprise without a soul, an enterprise that only makes money and has no future. Although the quality of domestic dealers generally low, no long-term planning is very normal, but for manufacturers must have their own vision. Because every businessman has to consider the development of their own home, the market opportunities are limited, I mainly do the distribution of company A products, at the same time means that I am likely to give up the distribution of similar products of B. If a few years later, company A has operational problems, while company B is very prosperous. Then this dealer in the choice of the upper home paid a huge opportunity cost.
Based on this consideration of the dealer, the company on the one hand to use the market performance to prove their own excellence, on the other hand, the company has to continue to describe their own bright prospects to dealers, we call "spittle sticky bird". Dealers recognized your company's philosophy, corporate development strategy, recognized the company's main leaders, even if the temporary policy is not appropriate, temporary product problems, dealers will not count. Specific practices are as follows:
1, corporate high-level visits and visits: directly to the top of the enterprise and dealers to communicate and exchange, so that they can establish personal contacts. Through the senior leadership to convey the concept of corporate development and outlook for corporate development vision, such initiatives can allow dealers to more y understand the current situation and future development of the enterprise.
2, the enterprise to do internal publications: regularly published corporate leadership speech, around the market situation. It is best to start a dealer column, so that the dealer's comments and suggestions become part of the publication. Regularly send the publication to the hands of dealers.
3, dealer meetings: the enterprise regularly held dealer meetings, meetings on the performance of good dealers to praise and incentives. The introduction of the company's policies, prior to convene a discussion meeting of dealers. So that dealers have a sense of participation in the enterprise, feel that they are part of the enterprise, their own development and the development of the enterprise is inseparable.
Second, the brand control:
The modern business community is a product homogenization of society, often the only difference between the product features is the brand. Brand for many companies is the most important asset, so the boss of the Coca-Cola company dared to say: all of my plants are burned down, as long as I give me the brand of Coca-Cola, I'll be the same as today's scale. There are some brands like McDonald's, Pepsi, MTV, which have been detached from the product and existed, turned into a culture, turned into a value, turned into a religion.
Standing in the channel management point of view, the product product ...... >>
Question 5: What is the definition of traditional channels and modern channels? How are traditional channels managed. Modern channels how to manage. Please marketing experts succinctly answer, thank you The traditional channel refers to the product through the terminal retailers and agents such sales channels, called the traditional channel. Modern channels refers to large supermarkets, large chain super sales channels, called modern channels.
For the management, my opinion is that the two have similarities, to seize the key customers (see sales data) can be, non-key customers more support (activity support). The difference is: the traditional focus on customer visits, more communication, good customer service (to get through to a boss on the line). Modern channels: the importance of marketing activities strength, cycle. Customer relationship is of course very important, which is not the same as retail is more leadership, such as purchasing, section chiefs and so on these people will affect your product display, shelf location of these issues.
Question 6: the difference between modern channels and traditional channels Modern channels mainly include: volume stores (membership stores), hypermarkets, supermarkets, personal stores, convenience (super) stores, and the integration of modern Kotobuki ingots to a variety of channels represented by the network channel. Advantages and disadvantages of modern channels compared to the following table: modern channels increasingly emphasize the strong position of cooperation in the unequal position, resulting in less and less profit from the enterprise, since the *** is also gradually weakened. Modern channels are more popular than traditional channels, and have more advantages in the shopping environment, management and brand appeal.
Question 7: Why don't we choose the modern channel really can "borrow the boat out to sea"? In recent years, the chain of hypermarkets (K / A large customers) as the representative of the modern channel model and the traditional channel model represented by the agent distributors, has not ceased to debate the advantages and disadvantages. The emergence of a new strong force will inevitably trigger the reconstruction of the channel order. But in any case, only the right one is the best. If the enterprise pursues the modern popular way, disregarding its own position and characteristics in the market, blindly chasing the modern channel wave, then, such K/A key account construction is harmful to the enterprise. Case two years ago, in Beijing, a hypermarket chain organization exhibition, a representative of the Jin businessman talked about cooperation with the European × (international chain of hypermarkets), look excited: loss! Loss! Loss! The whole is a bottomless pit, would like to borrow the boat out to sea, who knows that the 'ticket' is so expensive, a variety of festivals, promotions, advertising costs amortization, not only the conditions are harsh, but also be careful to be committed to the face of joy. Do fast-moving consumer goods small and medium-sized enterprises, would have needed a smooth flow of funds, supply prices and low prices, the billing period again and again pressure, into the operating costs are not less than doing traditional channels ah! You say it is not difficult! The words of the Jin businessman may represent the feelings of many manufacturers of modern channels, the main reason for this situation is that many domestic enterprises are not enough to improve the system, the strength of the weak, and modern channels of cooperation and communication is not equal, resulting in modern channels of the store. Why these manufacturers do not choose to grow a long time the traditional type of channel, and hard to ride these does not give them much benefit of the modern channel, and thus ultimately failed it? The lack of understanding of modern channels is an important reason. Organizational "anemia" is not suitable for modern channels of high traffic, and take the open-shelf mode of sale. From the form, the modern channel of the product management more humane, more attention to the management of interaction with manufacturers, pay more attention to their own brand image and sales throughput. Modern channels have a strong market target, no value space or not enough attention to the commodity, basically let it die out or clean up the field. Therefore, it is not as many manufacturers imagine, climbed the high branches of the modern channel on the food and clothing. Case of a prefecture-level city in Jiangsu, there is a private enterprise, a few hundred employees, do real estate started to accumulate some capital, money, it began to expand. The enterprise has a production line of fast-moving consumer goods, the product just came out, they are very excited, from the enterprise's workforce to put together a group of people, advertising agencies to shoot commercials, to do promotional programs, to determine the sales channels. Their first choice was the modern popular channel: hypermarkets, which was also suggested by the advertising agency. The enterprise spent a lot of effort, and finally got into some high-profile chain stores as expected. But a month, two months, half a year has passed, the market did not see the slightest movement, the company's boss and staff are not calm, what is going on? Similar products sell so hot, how their products do not see the spark? They believe that as long as the door to pry open the hypermarkets, it will be once and for all, as if into the modern channels to climb the door of wealth and prosperity, and from now on holding the money tree! There is no need to operate, and at the same time will not operate. (Italics) This is a typical case, in the process of changing from a production-oriented organization to a marketing-oriented organization, the organizational structure of the enterprise appeared in the "marketing anemia". If the enterprise's own organizational quality and efficiency, or even a serious "anemia", not to seriously analyze the situation of channel partners, in the strong modern channels under the high-altitude operation, unable to cope with rapid changes in the market, then, blindly into the modern channels can only be eliminated as a result of the out of the game. If manufacturers like the traditional dealers, codify other people's payments for their own brand promotion, sales of funds back, it is just wishful thinking. Strategy "chaos" should not be Some companies choose modern channels, just want to enhance their brand image through the brand than attached, from a certain point of view, this is correct. However, if these companies on their own brand strategy is ambiguous, give up two or three market opportunities, regardless of the modern channels and big brands in the fight, then, in the two brand status is far from each other, to achieve the effect of the brand than attached to the effect will be minimal. Case some time ago, in a business circle of friends party, met a Wuliangye branded liquor dealers, he heard that I was doing some marketing consulting work, has been to discuss a lot of chat, he talked about a lot of confusion: in the beginning of the operation of the liquor, he thought of looking for a big brand of products under the fast penetration of the market, the starting point of the idea is good. But then choose the marketing channel model, he thought the liquor is not Wuliangye direct line of products, but the Bi...... >>
Question 8: The development trend of modern channels in China is more concise, more rapid, more humane,
For example, the future of the food industry may become one, from rice and other raw materials all the way to the mouth of consumers in the food snacks, all have a business to complete, for example, Haiyuan cultivation bases, Haiyuan production bases, Haiyuan rice, Haiyuan hotels, Haiyuan supermarkets, Haiyuan food, Haiyuan food, Haiyuan food, Haiyuan food, Haiyuan food, Haiyuan food, Haiyuan food, Haiyuan food. Haiyuan hotels, Haiyuan supermarkets, Haiyuan restaurants, a series of needs All can be self-produced and self-sold, saving intermediate costs to improve their own profits, reduce customer service trouble, shaping the complete brand effect, reducing customer consumption to improve their own profits, the new market can only be so, because the competition Competition is the quality of the quality of the competition, convenience, cost. This is fundamental, any development channel is no more than this, even if you are selling houses, selling cars, selling all kinds of things as long as you can do more radiation to reduce customer service consumption to improve their own interests you're right
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Question 9: MT channel refers to which access MT channel: Modern Trade hunger generation channels
Definition of modern channels: originated in the early 1990s, the general product from the manufacturer to the hands of consumers intensive circulation links, mainly refers to large international stores, warehouses, chains, franchises, etc.
Question 10: FMCG's traditional channels and the modern channels have what advantages, and their respective shortcomings and where? First, the traditional channels include: wholesale markets, farmers markets, grocery stores, stalls and markets, individual street stores, tourist sales and so on.
Advantages of traditional channels: Because of the existence of traditional channels, the number of terminals, the distribution of scattered, single turnover is relatively low, so the traditional channels, the brand relies mainly on the downstream natural melt to the different retail outlets. Producers only need to do two things can reap good sales: First, the study of consumer demand. Second, invest in advertising to build brand image. Therefore, in the traditional channel, producing products that consumers need and communicating with them through various advertising platforms such as the media is the secret of success for manufacturers. At that time, the production enterprise through the retailer to get a complete and real consumer market, that is to say, if the retail terminal of the product sales is bad, almost can be concluded that the factory's product research and development failure or the brand has not been established in the minds of consumers, the production enterprise needs to product research and development and advertising strategy to do the corresponding adjustment.
Traditional channel shortcomings: In the traditional channel, the retailer is only the manufacturer's sales channel, product mix, pricing, promotional policies are almost entirely determined by the manufacturer, the retailer does not have a say. Traditional channels have a large number of terminals, goods in the channel circulation is easier, so most of the production enterprises in accordance with the administrative region to develop agents and distributors, generally to the province, city as a unit, more than one level of customer management of the next level of customer-oriented.
Second, modern channels include: hypermarkets, supermarkets, convenience chains, specialty stores, stores, discount stores, warehouse stores and so on.
Analysis of the characteristics of modern channels: retailers rely on standardized core business points, rapid replication and expansion to form a chain of scale, and in the supply chain is increasingly dominant position. Whether it is the choice of goods, terminal prices, promotional forms, into the columns of the way, are determined by the retailer, the production enterprises in the traditional channels in the tried and true 4P marketing factors: product mix, prices, promotions, channels, in the modern channel even lost the original effect, but according to the retailer's willingness to operate, the study of retailers in the direction of the development of the retailer and then go to cater to. Because of the above reasons, it is difficult for manufacturers to see a complete and real consumer market, they have lost control of marketing factors. If a product doesn't sell well, we can't just judge that it's the manufacturer's branding policy and product development that's at fault, but also that the retailer has set up barriers and obstacles, or for other complex reasons such as poor shelf displays, promotions that can't be arranged, etc., which poses a huge and unprecedented challenge for manufacturers to formulate the right marketing strategy. The challenges faced by manufacturers are not only from brand competition, but also from the control of marketing resources and competition. So in the modern channel, manufacturers must do two important things at the same time in order to achieve brand success: First, invest in consumers and make every effort to build the brand so that consumers like and accept their products. Second, invest in retailers, adapt to their business philosophy, and make their products available to consumers by opening up the retailer chain. Traditional channels in the producer's brand strategy is no longer fully effective, if you do not invest in retailers, access is closed, even with advertising, consumers are difficult to buy your products, manufacturers need to adjust the marketing strategy and join the professional end of the terminal marketing to cope with this change and challenge.