Offensive And Defensive Strategies Between First Line Brands

In the face of the attack of the national brand, almost any new sales promotion should be out of order.

Almost all two or three line businesses are beset by this problem.

In fact, the market of the two or three line brand is not large, but the morbid market and ill practice are quite numerous.

Almost all the two or three line enterprises have been exploring the same problem: in the face of the attack of the national brand, almost any new promotion will be out of order.

Compared with strong brands, the lack of brand strength of disadvantaged enterprises is an indisputable reality.

However, brand is only "potential" and "potential" must be pformed into "energy". It must rely on channels and marketing system as a platform for pformation, and this platform is the "internal strength" of meticulous management of enterprises.

If there is no internal strength, any new way of promotion can only be a "trick" of flower and boxing, and too much emphasis on the difficulty of "trick", not only will it flash its own waist, but it may also stumble itself.

Vulnerable brands rely on channels to eat, strengthen internal strength, a corner of the princes may also arrive at the national bully head!

Looking for the "degree" of cooperation between manufacturers

Today, we can hear the argument of the channel revolution and the winning of the terminal everywhere. Many enterprises, especially the two or three line enterprises, are carrying out the campaign of "cutting two batches and facing the terminal" vigorously. Has the channel really changed?

Beer, fresh milk and other beverage industry, as the characteristics of decentralized logistics and low gross profit, restrict the possibility of comprehensive direct supply, logistics and distribution, and consumption. This is the essential role of channels.

Under this premise, can the channel change?

If we say that today, the channel has not changed the point of view, maybe not finished, immediately will be drowned in the mouth!

But the channel has not changed.

One batch is still a batch, the two batch is still the two batch, delivery and collection, day after day, year after year.

From the original agent to today's distributor, from the distributor to the operator, the business personnel of the factory from less to more, from more to less, all versions of the marketing mode are changing in the wind and cloud, the purpose is to find an answer: the division of labor, looking for the legendary pace.

Deep distribution, road ploughing, central disk, direct distribution...

In the end, which is the highest level of martial arts secrets?

N years ago, the focus of enterprise control was in production warehouses, and seller's market determined production as the first principle.

Later, the control center of enterprises began to "channel is king" (management of hundreds of thousands of points), when the channel appeared "customer bully shop", the enterprise control center began to "terminal win" excessive (manage tens of thousands of points)!

In the middle, the control ability of enterprises is gradually expanding. However, the essence of logistics distribution has not changed, and the military power (promotion and market control) has been gradually reduced.

With the gradual deepening of the control scope of enterprises, the deep distribution based marketing mode is being applied to enterprises at the same time, and it also affects a number of dealers. Some enterprises begin to restore the functions of market management to the distributors in accordance with the will of enterprises.

For example, the cooperative and exclusive distribution mode of snowflake beer is based on the deep distribution. The enterprise and the distributors establish a sales team, manage together and operate together. The two sides manage the terminal according to the way of the enterprise design, and the partners form a strategic cooperative partnership. The stability of the marketing channel is further enhanced, the relationship between manufacturers is closer, loyalty and trust are further improved, and the control power of the enterprises is enhanced significantly.

At the same time, there are Tsingtao Brewery's "big client" operation mode widely implemented in Jiangsu and Zhejiang provinces in the south, and similar to that above.

In any case, the competition in the beer market, due to the restriction of the best distribution radius, makes the plot of beer real estate still obvious, and many market competition is characterized by interlocking teeth.

Although the brand is recognized as the first weapon, but in the absence of filling plant as an attack platform, any brand is hard to work hard and run away.

Therefore, the power of brand clicks is often difficult to idealize to play a role, on the contrary, because of the channels, resulting in "flying dragon" but can not land, "strong dragon does not suppress the head snake" scene can be found everywhere.

Therefore, for the survival period of the two or three line brand, the channel is still the foundation for its survival.

Only by avoiding weaknesses and by means of channels can we exchange channels for the establishment time of brands, or even the bargaining weight of acquisition.

Therefore, no matter how big brands are tossing, as a two or three line brand, do not easily cut off your network.

Channel combinations can be multiple selected.

The channel coverage of enterprises is mainly based on combination, and no one channel mode or management mode can be integrated and treated.

The unique distribution pattern of urban and rural areas in China determines that enterprises must have a diversified and diversified channel mode, while the best ones are those.

Nowadays, many enterprises are committed to building effective channel models, and different enterprises have different focus.

For example:

Tsingtao Brewery's micro management system focuses on controlling terminals, emphasizing cell division and small area distribution during the period. This determines the characteristics of Tsingtao Brewery's detailed management.

Although Tsingtao Brewery emphasizes the unique distribution, uninterrupted delivery and quality distribution in distribution, however, over refining or restricting dealers, the result is the prevalence of stock price smashing, especially in the mature market, and for a long time, under the Tsingtao Brewery single product operation background, channel members' profits are not effectively protected, and channel grievances will accumulate increasingly.

On the contrary, under the guidance of its perfect distribution mode Octopus system concept, snowflake beer emphasizes the role of the channel and, at the same time, flexibly applies 5~6 modes of distribution according to the market characteristics.

1. traditional distribution: non mature market, low cost promotion and natural sales.

2. deep distribution: while emphasizing the will of the manufacturers, management and service move forward, and the channel structure is not changed much.