How Can Smes Win The Channel?

In today's era of fierce market competition, channels are very important for the marketing of enterprise products.

When introducing new products into the market, the small and medium-sized enterprises will have no reputation and no brand influence. In addition, they lack a sound and efficient channel network. If they adopt conventional strategy products, it will be difficult to open the market very quickly.

The formulation of differentiated channel strategy can not only smooth through the survival period, promote product promotion into a healthy development track, but also avoid confrontation with the strong brands in the industry at the very beginning.

Once the channel strategy is determined, the marketing mode of the entire product will be determined, and the formulation of advertising and promotion strategies will also come true.

The short width and long narrow channel types are two typical types widely used in enterprises, especially for long narrow channels.

The channel width depends on the number of the same type of quotient used in each link of the channel.

The length of channels is usually divided according to the number of circulation links.

In narrow and narrow channels, products usually arrive at retail terminals through first class wholesalers, two level wholesalers and three level wholesalers. The advantage of this mode is that they can make use of intermediaries' resources, and the disadvantage is that they have poor control over channels.

On the contrary, some enterprises use short and wide channels, especially when their brands are in infancy, and have achieved unexpected results.

Such as Yuesai cosmetics has always insisted on the unique counter sales mode, never big market, even though there is no strong advertising, but still laid a strong brand position in the cosmetics market; "Tian" series health care products in the early stage of enterprise development, also rely on department store counters to sell.

Short and wide channel manufacturers can grasp market information in time and adjust their strategy flexibly.

Because of the lack of channel links, we can speed up capital turnover.

Recognizing the shortage of long and narrow channels, the marketing community has begun to advocate the upgrading of channels. Even some large enterprises have begun to turn to short and wide channels, pursue a flat channel, and gradually abandon the model of the large customer system which they once had, and make the market management more detailed and quantified.

In the pharmaceutical and health care products industry that many people do not understand, some manufacturers go ahead one by one. According to the principle of short and wide channel strategy, we design a unique counter marketing mode, and form a marketing advertising combination of air bombardment and special counter sales, which has made impressive achievements.

The advantage of this mode is that the five processes of the channel, namely entity process, ownership flow, payment process, information process and promotion process, are completely controlled in their own hands, which can avoid risks and master the greatest initiative.

It is of course not that any product is suitable for this way, and the use of special marketing must meet the following requirements: first, the product must have unique selling points, new, strange and special. Only in this way can consumers sacrifice the convenience and take the trouble to purchase. Two, the unit price of the product is relatively high and the profit space is large, otherwise, the rent and personnel expenses of the counters can not be offset, and there is no benefit to speak; three, there must be relatively strong market pull, because the number of counters is negligible, and the limited contact with consumers, the availability of natural resources is limited, so the sales ability of natural products is smaller.