Quantity Of Channels Is More Important Than Quality.

It is the first priority for a newborn enterprise to survive and survive.

The first problem faced by enterprises in their initial stage is survival.

The most important way for the survival of the nascent enterprise is to expand the number of channels quickly.

There is a trick in marketing in the Chinese market, that is, the quantity of channels, or the number of dealers or even the number of terminals, often determine the sales volume of a company, the density and breadth of distribution, which represents the sales quality of an enterprise.

Distribution intensity is not omnipotent, but no concentration is absolutely impossible.

The expansion of the number of channels is the best way for primary enterprises to earn the first pot of gold, sell products and survive.

At this point, enterprises should not be confined to the loss of quality of the channel. They should not be blinded by the quality of the channel. Quantity is the first and quality is the second. Under the premise that the quality of the channel does not appear to be a big problem, they should not play the battle of attrition, positional warfare and protracted war with their opponents.

The two problems of the quantity and quality of channels have always been a contradiction. The marketing dogmant always emphasizes the quality of the channel, and the subjective desire is good, but the result is often poor in quality and quantity.

Two of the right to take the light, our strategy is: "the number of the main quantity, the quality of the second".

To adopt this tactic is to abandon the quality of some channels, throw quality, gain time, retreat first, advance the profits and development of enterprises, preserve their own effective forces, and gradually change the contrast between the enemy and ourselves, and finally achieve the same quantity and quality.

Of course, we are not saying that we do not want quality at all. We mean that when the quality is not serious, quantity and quality will be lost.

How can we expand the number of channels?

1, full investment

There are two secrets of inviting business: one is to create momentum, and the other two is to create the illusion of big brands.

We often say: "three streams of enterprises do things, second rate enterprises make the market, first-class enterprises do the potential."

In fact, marketing is the same.

The cleverest marketing is to assess the situation in the market and follow the trend.

The essence of marketing is "battalion" and "momentum".

In the market, the first step is the market layout.

The market layout should be ambitious. We must look at the whole country and fight for big cities.

To build channels and markets across the country, we must spread the net in a comprehensive way.

The second step is that enterprises must learn to make use of social resources if they want to learn to build momentum.

The power of social resources is so great that it can make an ordinary person become famous overnight. It also enables an enterprise to enter into thousands of gold in a flash. The key lies in how you find resources belonging to your brand and explode it.

Mengniu yogurt can be said to be a master of resource grabbing. In 2005 alone, the sales of Super Girls jumped to 2 billion 500 million from 700 million. With the help of Shenzhou five, Mengniu also produced a wonderful "special milk for astronauts".

The third step is to focus on resources, or high altitude advertising, or surface explosive distribution, to create a hot market.

Attacking one is not as good as the rest.

Advertising should be like boiling water, to continue to add fire, always go to Riga, until quickly boil the water, would rather burn 120 degrees, waste some silver, do not save money, only burn 70 degrees, because burned to 70 degrees without burning a sample.

Advertising is tough, gambling is not a trial.

The demand for explosive distribution is: speed and quantity.

The same is to concentrate resources, concentrate all salesmen, and dealers, in the designated market, designated time, quickly finished goods.

Avoid the usual way of squeezing toothpaste, focusing on resources and bursts suddenly.

Another secret of attracting investment is "hallucination of making big brands":

What is brand?

Brand is an illusion.

Products are real, brand is virtual, only real, not virtual, products are not sold well.

Products will not sell well, but products will not sell well if they are not good.

The operation of brand building is rational, the effect produced by brand is perceptual, and brand is actually an illusion.

Like music and wind, it looks invisible but actually exists.

Small businesses should be good at making hallucinations.

In order to create a hot investment atmosphere, we stood at a cost of 12 meters tall and built up a huge three-dimensional model on the train surrounded by Li Bingbing network warriors.

When we first decided to do it, we all felt very sad about this investment, but it was this modeling that made the exhibition hall of the network rice the focus of the whole audience.

All the people gathered in front of this form were led into the exhibition hall and immediately surrounded by the red red sea, all of a sudden excited.

So the signing of the contract, the fight to fight money.

So we say that the money is spent and invested well.

Small businesses need to know psychological cues to make brands.

And psychological awareness should be taken first.

There is a rule in marketing: cognition is greater than fact.

That is to say, once consumers think what a brand is, even if the second brands say so, consumers will not believe it.

Therefore, small businesses should know how to seize the minds of consumers when playing brands.

When the Shanghai ultra limit war plan is in the service of the Fujian Voight sports shoes, it proposes to seize the position of "the first brand of Chinese Basketball", so that enterprises should take the initiative to say that they are "the first brand of Chinese Basketball" in any dissemination and news public relations, because Voight basketball shoes are indeed the strong brands of Chinese basketball, but no one has said that they are the first ones. Voight said this in advance, Voight actually became the first in the minds of consumers.

2, go all out to expand the number of channels.

When small businesses expand the number of channels, they should try their best to make every effort to even be hungry.

Whether it is investment or joint venture, to participate in the exhibition, join in, as long as you can recruit dealers, you can do it.

At the same time, in the initial stage of investment, it is necessary to make some concession in the investment policy and attract the distributors and franchisees with favorable investment conditions.

Of course, in the process of inviting merchants, it is not a mess of eyebrows and moustache, but a careful planning and investment promotion under unified policies and market plans.

Let's take a look at the strategy of overrun and plan the company to expand the number of terminals in Fujian Voight.

There are serious problems in Voight channel. We have summed it up as "three small and three weak":

"Three small" are: small outlets, few outlets, small density of outlets.

"Three weakness" is: Dealer expansion is weak, terminal profit is weak, terminal image is weak.

It is imperative to expand the number of Voight stores. Our strategy is: "first tier city tree image; second tier city open shop; three line city open shop" shop strategy.

Tree image of first tier cities

The first tier cities are provincial capitals, the location of most dealers, and the throat of each province's brand image. But for the current strength and ability of Voight dealers, it is not appropriate to take a comprehensive offensive strategy.

Not fully offensive is not equal to giving up, because the brand radiation effect of the first tier cities, the second line terminal investment demonstration, and the dealer's own experience accumulation are obvious, so the first tier cities must have a certain number of image stores.

At least 2 image stores are required in every tier city.

Second tier cities open shop and shop

The success of second tier cities is the key to Voight's success.

"Second tier cities open small shops, and focus on commercial centers to open more stores": Voight's tactical focus is mainly on second tier cities, focusing on attacking second tier cities, occupying every commercial center, school and large community zone, forming cluster effect.

Three line cities open shop

The three line city is Voight's sub key city, and the competition in such market is directly reflected in the terminal competition.

Three line city small, single store radiation area is relatively large, the cost of opening a shop is relatively low, in order to win the initiative in the three line cities, three line city stores are suitable to open large stores.

This terminal store is the brand communication position of Voight brand in the three line city, which can cooperate with all kinds of activities to drive sales.