Interpretation Of How To Do Channel Planning With Practical Significance

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > channel mode < /a > Design > /strong > /p >

< p > each enterprise's product characteristics, consumers and market conditions are different. It also determines that the channel mode will be very different.

There are three kinds of channel models for consumer goods. The first is the joint marketing model represented by Wahaha; the second is the plowing channel represented by Kang Shifu, and the third is the control terminal mode represented by JDB.

Here is a typical channel model, not that all enterprises must be these three models, but it is difficult to leave these three channels "prototype".

< /p >

< p > the choice of channel mode depends on the characteristics of the product, consumer demand and competition.

< /p >

< p > first, the length of the design channel should be considered.

For example, Wahaha's channel structure is: headquarters, provincial level companies, special level wholesalers -- special level two (two level) wholesalers -- three level wholesalers -- terminal consumers.

From here, Wahaha's longest channel series is six levels, the shortest and at least four levels can reach consumers' hands, but Wahaha is through such a long channel, in 2012 achieved 67 billion of sales.

JDB is basically an exclusive distribution in the small area, with a mailman direct supply terminal and a wholesaler specializing in distribution. The channel structure of JDB is relatively short: the dealer - the postman (wholesaler) - the terminal - the consumer.

The more or less levels of the channel is not the decisive factor in determining whether the sale is good or bad.

Depending on the actual situation of enterprises, Wahaha products, products and products need to be distributed by various channels through long channels.

< /p >

< p > secondly, we must consider the width of channels.

There are three structural types to choose from: first intensive distribution, second selective distribution, and third exclusive distribution.

Generally speaking, intensive distribution is suitable for fast moving products or widely distributed products, which requires a large number of distributors or distributors to distribute and build sales network; the second is selective distribution, a region chooses several distributors to distribute or direct supply, most enterprises adopt this way; the third one is exclusive distribution, only one distributor in a region, and the downstream network construction by dealers is also possible by the manufacturer to help dealers develop and build the network.

Now many consumer goods enterprises also implement the exclusive distribution system in the small area, which is regarded as a regional exclusive distribution.

< /p >

< p > finally, the choice and design of channel mode involves distribution efficiency and follow-up channel management. However, there is no so-called best mode in channel mode, only a channel model suitable for enterprises and tailored.

If the enterprise strength is not strong enough, generally choose the type of distribution, the channel mode can learn from the master's channel of intensive farming or joint marketing mode, use the dealer's resources and capabilities to complete the market coverage, manufacturers provide high-quality products and market development programs, promotion strategies and other support; if the enterprise really has the strength, it can have a strong advantage in personnel, funds, publicity and dealer resources, and can do the deep distribution, terminal control and realize the full coverage of the terminal network, like JDB.

< /p >

< p > < strong > channel strategy selection and adjustment < /strong > < /p >

< p > normally, we need to classify the regional market, and then make the formulation of < a href= "http://www.91se91.com/news/index_c.asp" > channel strategy < /a > according to each market.

Generally speaking, we can divide the regional market of the enterprise into base market, strategic market, opportunity market and penetrate the market.

< /p >

< p > the base market can adopt the regional ARS strategy to build the sample market, and develop the direct or direct supply terminals based on the principle of the city, and assist the dealers to control the downstream network and terminals, establish and form a set of standards and methods; < /p >

< p > strategic market needs to develop dealer strategic partners, use dealer resources and strength to develop the market; enterprises help sell more deeply, help distributors Develop the market and maintain key end-users, and provide distributors with operational market programs, operation practices and management standards, so that dealers can not only come for short-term sales, but also for long-term and sustainable businesses.

< /p >

< p > opportunity market and market penetration are mainly operated by distributors, and enterprises give support to strategy, plan, sales policy and part of personnel.

In fact, these four types of markets are not absolutely separated or isolated. These four types of markets are best able to form benign pformation, such as the opportunity market, the market penetration into the strategic market, the strategic market being pformed into the base market, the more the base market of an enterprise, the more stable the market is, and the sales volume will naturally be improved.

< /p >

< p > rules must be eliminated. The channel mode and business mode of enterprises are constantly changing. Only by following this change can we gain a better and larger market space.

< /p >

< p > < strong > < a > href= > http://www.91se91.com/news/index_c.asp > Channel Management > /a > optimization > < /strong > /p >

< p > channel management must first determine the goal. This goal is not to take the picture out of the head, but through scientific analysis combined with market sales, team strength, resources input and so on. We all agree that we can accomplish it through hard work.

< /p >

< p > manage two teams well, one is a dealer's team; a factory's own sales team, we often say the first two ignored, this is a big mistake.

If the dealer's sales force or the external salesperson is allowed to manage the dealer, the effect will not be achieved.

The reason is very simple. Dealers must be maximizing their own interests, not the interests of manufacturers.

< /p >

< p > good management and good service dealers.

First, help dealers make money and develop good business. Only dealers make money, other things are easy to do, do not make money and say nothing. Second, help dealers build networks and terminals, which is especially important for dealers.

Finally, it achieves the ultimate goal of maximum sales volume, highest profit, the largest number of customers, and little cost.

< /p >