Marketing Pformation

The great impact of the development of modern retailing on the traditional marketing system of consumer company is mainly reflected in the following six aspects:

The research object of marketing has changed.

Consumers are the starting point of marketing, but now it is not enough to study how to meet the needs of consumers outside the store, and studying how to better meet customers' demand in store is becoming more and more important.

This is because modern retailers tend to reject suppliers' proposals and force suppliers to follow their marketing strategies. This interrupts the communication between consumer company and consumers. In addition, modern retailers can use their market power to influence their customers' buying behavior through their shelves through their marketing strategies, resulting in serious distortion of consumer feedback from suppliers' sales results, making it more difficult for suppliers to get accurate consumer feedback.

Therefore, marketing must consider the demand of consumers outside the shop, and study how to satisfy the customers' demand in the shop. In the future marketing system of the enterprise, the research of customer in the store will gradually encroach on the important position of the traditional consumer research.

Brand concentration and depreciation

In order to win more customers and strive to keep their profits, retailers will take the following three measures at least: first, implement low price strategy; second, the main way to continuously improve the performance of shelf space is to constantly optimize the mix of commodities and brands in the classification; third, developing private brands will not only bring lower prices, retain higher margins, but also create strong differences for retailers.

The fierce competition between retailers has brought enormous pressure to the brand development of consumer company, and finally made consumer company's brand gradually become concentrated (i.e. the number of brands in the classification is decreasing) and devaluation: the retailer's low price strategy keeps the brand price going down continuously, and few brands can be spared, resulting in the continuous depreciation of the brand value. The retailer's own brand occupies the classified shelf space, which means that the brand space occupied by consumer company is reduced, and that some brands in the classification are forced to withdraw from the shelf.

In addition, as consumers gradually accept the retailers' own brands, they actually squeeze some brands out of consumers' hearts.

The structure and function of marketing organization have changed.

First of all, in order to better meet the needs of retail customers, sales managers of consumer company management retail customers must have the power to coordinate various departments such as product development, production, inventory, logistics, promotion plan, finance and so on, and will gradually replace product managers, brand managers, category managers and so on, becoming the "small CEO" in the company.

Secondly, the retail customer management team will no longer have a simple sales function, but should develop into a cross functional team. Besides the traditional sales functions, it also includes classification management, supply chain management, finance, customer purchase behavior analysis and other functions.

Some service departments will gradually move from the inside of the enterprise to the customer service front desk.

/cn.