How To Do Channel Planning With Practical Significance

Why are so many good products and good brands difficult to make the market bigger? Why is the market chaotic, fleeing, selling prices and selling softness? This is because the channel system has problems.

Now when it comes to channels, we naturally think of one of the 4P in marketing: it is a channel to sell products directly.

Why are so many good products and good brands difficult to make the market bigger? Why is the market chaotic, fleeing, selling prices and selling softness? This is because the channel system has problems.

Now when it comes to channels, we naturally think of one of the 4P in marketing: it is a channel to sell products directly.

Generally speaking, we all understand this: the channel is a channel, which is the dealer and the two batch of merchants; the channel construction is to find distributors; the channel management is to fight money, deliver goods and manage goods fleeing, in fact, this is a narrow understanding of the channel.

The real channel is a strategic system, the mission is to complete the pfer of products (services) from manufacturers to consumers, and to increase the value of products (services).

Each enterprise's product characteristics, consumers and market conditions are different, and it also determines 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".

The choice of channel mode depends on the characteristics of the product, consumer demand and competition.

First, the length of the design channel is to 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.

Consider the width of the channel.

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.

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, and 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.

Channel strategy selection and adjustment

Usually, we need to classify the regional market, and then formulate the channel strategy 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.

The market can use the regional ARS strategy to build the model market, and develop the direct or direct supply terminals in the urban area, and help dealers control the downstream network and terminals, establish and form a set of standards and methods.

The strategic market needs to develop dealer strategic partners, use the resources and strength of distributors 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, operation techniques and management standards, so that dealers can not only come for short-term sales, but also for long-term and sustainable businesses.

The 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.

The rule of law 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.

Channel management and optimization

The goal of channel management is to set goals first. This goal is not made by the head, but by scientific analysis combined with market sales, team strength, resources input and so on. We all agree that we can accomplish it through hard work.

Well managed two teams, one is a dealer's team, a factory's own sales team, we often talk about 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.

Good management, 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.

Channel innovation and case study

Channel innovation is not just to find a new channel, such as selling it in a small shop, selling it to a supermarket now, selling it in traditional channels, and selling it online, it can only be said that it has found a new channel for sale.

So what do we mean by channel innovation? In fact, more often than not, it is based on innovation in sales or business models.

We should consider the problem based on the value chain of the whole channel and reorganize the mode of business development.

A wine trader before selling wine mainly depends on distributors, plus some Chateau for sale, which is difficult to sell solely by terminal stores, especially high-end red wine.

When people feel very difficult, a lot of red wine traders are buying groups. The high-end red wine group buys the 60-70% of the whole market. When a family does, several do well, when everyone is competing for this share, the sales mode of this market will need to be innovated.

How to do it? Some began to carry out joint appraisal and promotion, but the effect was not good.

People often ask: why is this way not good? I told them: because this is just a channel for promotion, not a channel for sales.

Red wine has not been the main channel of sales, now the high-end wine group purchase is also difficult to go through, the sale of natural unsustainable.

In the Chinese market, there is no main channel for the sale of medium and high end red wine. If group buying is regarded as a channel or main channel, it can not be duplicated. If the promotion and appraisal will be regarded as a channel, it is only an auxiliary marketing channel for non sales.

1, create direct business oriented business platform, integrate resources

It's hard to attract and assemble high-end consumers by opening a direct selling liquor store.

Then, operators with ideals and retaliation should integrate resources and build direct stores into local influential flagship stores, a platform for resource integration.

It has not only the function of sales, but also the integrated platform such as experience, consumer gathering, member data collection, wine knowledge popularization, team training output, group buying network group, and red wine knowledge promotion, such as regular training and tasting sessions.

It can cooperate (both within the industry and outside the industry), and use various resources to strengthen the construction of the platform, making it a training base for local enterprises, or even a local landscape.

This is an enterprise that needs courage, strength and ambition to try, but to really build high-end red wine requires strength and wisdom.

2, public relations first, establish auxiliary sales platform.

The existing resources must be well utilized. This is the most economical way and the most direct way to improve the platform's influence and support the company's profit and platform construction.

If the government is well connected, this wine can be served as a liquor offering. If a large company has good relations, it can buy a group, or even develop a political and business representative as an individual agent. Of course, it is a combination of material and spiritual incentives. They have good relations with their resources, give them spiritual respect and respect for their status, and highlight their value, which is also a great impetus to the sales effect.

With the help of auxiliary promotion and the establishment of the main channel for the sale of red wine, if we succeed in establishing a socialized marketing channel for high-end red wine and successfully replicating the model to the big cities, we will not only be "meritorious" but also create a great business mode.

Not only the high-end red wine of their own enterprises, but also other high-end red wine and imported high-end red wine will also be sold through this platform.