Home Appliance Marketing Channels Trend Direction And Advice - Marketing, Trends, Business - Hc
Can be said that competition in China's consumer goods industry is largely centered on sales channels and expanded
. In this front, the achievements of many famous enterprises in China, such as Lenovo, TCL, Midea, etc.. The channel model is the core of competitive selection of innovation and "channel resources to" compete. Channel model in the chaotic and rapidly changing Yetai before, enterprises are somewhat at a loss. In the fierce battle, in addition to further strengthen the technical promotion, seems to find a more effective way. Various planning and marketing consulting company in the tactical level, companies are shot in the arm the way to the enterprise to enhance its competitive strength. Trying to find inspiration in the planning of marketing way, just makes the Chinese companies into mediocre marketing into routine.Narrow view of competition makes the seemingly random rules and the future can not be found. Just blame the irrational reaction of competitors to its own reflection on the lack of rational. Do not have enough vision and perspective to analyze and judge the future, is the marketing industry as a whole tragedy.
Bold thinkers do not always give the correct answer, but lazy to think who is bound to be given to enterprises in the future. Thinking in marketing channels, we attempted to more independent thinking to determine its future trends, the judge can not very accurate, but it is consultants who have to answer questions. Did not think to think about the future of marketing channels are simply not enough business cards printed on "consultants" word, in order to avoid contamination consulting industry, so a trade should be respected, into a "Fudge" in the industry. This article from the following aspects to talk about views on the development of marketing channels.
One, from the home appliance industry trends on marketing channels
1998 2 months, Jinan 7 stores refused to sell the joint Changhong color TV! February 24, 2004, Chengdu, China led the U.S. prices to Gree air-conditioning stopped supplying stores nationwide clean-up Gree! Six years after two events, but the attitude of parties to the dispute, we find that the manufacturers on the market, the initiative has been gradually transferred to the hands of the Super Terminal. From the end of last century, the Chinese home appliance sales network has quietly taken place can be called "structural" changes. To GOME, Suning, triple sales as the representative capacity of the super great home appliance chain meteoric rise, its scale has been expanded. Original home appliances sales network of traditional department stores and the central cities of small household appliances retail sales dwindle and decrease profitability. The traditional mode of distribution channels are a strong impact.
Therefore, that our country is now in a new round of marketing channel innovation stage, the change on manufacturers, distributors, sales of terminals have had a tremendous impact. Success in the past the competitive environment is changing. Manufacturers, distributors and retailers need to recognize that a channel trend and direction of change, lack of awareness of their own values and to changes in the new round of channel to find its place and living space. To understand the changes in the direction of sales channels, it is necessary to know the changes we face sales channel environment. Present channel environment changes mainly face the following characteristics:
1, commercial capital of the rise
Showed the growth of the middle of trading enterprises, an important performance in large-scale retail development. Commercial capital accumulation and growth, a direct impact on the overall transformation and development of sales channels, ignoring the reality of any vendors and distributors, are likely to change in a very out.
2, the rapid development of private capital
Broker department store business from the traditional domestic products of the system gradually changes to a wide range of joint-stock enterprises, of which the most significant growth of private capital. The pursuit of profit as the nature of private capital and the flexibility of its competition, driving the overall business competitive environment of dramatic changes. There a lot of retail companies, such as Gome, Suning, etc. The listing of the further expansion of its capital strength.
3, the era of super-terminal
Large chain of sale terminals to sprout up in the rapid expansion of the country, especially in the expansion of cities, traditional wholesalers and retailers in the shrinking.
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