传统渠道与现代渠道的核心特点

传统渠道与现代渠道的核心特点 Traditional channels and modern channels of the core features of.Txt-// selfish, so that we can only see ourselves, but no one else. If you send text messages to someone you like, he doesn't return it. Don't give it back. Looking at your photos, I would like to think of P as black and white hanging on the wall. Sometimes, the world is not too hypocritical, but we are too naive. This article mainly introduces the core characteristics of traditional channels and modern channels in the supply chain of consumer goods, so as to make it easy for everyone to understand and not involve new channels! First, review the basics of the consumer goods supply chain, traditional channels and retailers in modern channels: Traditional channel: Farmers' markets, grocery stores, state-owned department stores, group markets, wholesale markets, street shops and so on Modern channel: Hypermarkets, standard supermarkets, convenience stores and other small retail stores, department stores, shopping centers, home appliance specialty stores, home building materials stores, other types of specialty stores, specialty stores, discount stores, warehouse member stores, etc. From here we can see that the traditional and modern channel is because of changes in the retail retailer, which leads to the consumer goods supply chain channel also changes. This article mainly talk about the characteristics of traditional and modern core channels! 1. traditional channels: Because the number of traditional retail channels, more scattered distribution, individual turnover is relatively low, so the traditional channel, the manufacturing industry manufacturers dominate the supply chain, manufacturing the first generation 4P is derived from the traditional marketing, the main marketing factors controlled by the manufacturer! The so-called 4P refers to the product mix, pricing, promotion policies, sales channels! In the traditional channels, retailers are just the sales channels of the manufacturers. The product mix, pricing and promotion policies are almost entirely decided by the manufacturing factories, and retailers do not have the right to speak! Because of this, the manufacturing factories only need to do two things: one can gain a good sales, consumer demand, investment of two advertising to build brand image! Remember early health care products market, with Shi Yuzhu's brain gold as an example, most of the advertising bombing easily achieved great success, as well as the domestic liquor market take CCTV, by Wang lvzhanlvsheng liquor brands you also for having heard it many times! In the traditional channels, the production of consumer demand products, through the media and other advertising platform to communicate with them fully, and this is the traditional channel manufacturing industry to achieve success secret. At that time, manufacturing plants got a complete and genuine consumer market through retailers. How do you understand that? If the retail terminal sales is not good, almost certainly the factory product development failure or brand has not set up in the minds of consumers, the manufacturing industry manufacturers need to make corresponding adjustments to the product development and advertising strategy! The traditional channels of numerous retailers, because of the limited number of dealers, manufacturers in accordance with the development of regional distributors, with provincial and municipal units, the wholesale share is very large, in the form of individual businesses distribution! 2. modern channels: Because of the emergence of modern retail industry, retailers rely on the large-scale effect of chain store. The key to success is to find the core of standardized operation, and begin to copy and expand quickly! Because of the rapid expansion of retailers, retailers are beginning to replace manufacturers as leaders in the supply chain of consumer goods! The 4P core marketing factors created by manufacturing inventions are miraculously controlled by retailers - product portfolio, pricing, promotion policy, and display. The vendor's sales channel has been transformed from a retailer to a retailer's shelves or display. The following simple explanations make you more aware of this conversion: Product mix: the traditional channels manufacturers give you several varieties of sales, retailers will appreciate, but retailers in modern channels began to choose varieties, and not to the suppliers of all the items they can accept, and most retailers start charging fees or single goods shelves bar code fees! Pricing: the manufacturer gives retailers a suggested retail price of the traditional channel, if the retailer does not perform, manufacturers can take stock and other lethal means, but retailers in modern channel because of the competition, began to develop their own pricing policies, they will be almost too manufacturer suggested retail price! Promotion policy: if the policy makers provide promotion to retailers in the traditional channel, such as "buy ten box to send a box, they are too happy, but modern channel retailer indebted forever, have their own promotional planning, you give me ten box to send a box, I don't need you, I want to buy to send" small "or" three for the price of a special package "! Display: guide and encourage retailers in their way to display the production chamber of the traditional channel, but modern channel retailers have their own rules and display row manual, manufacturers are difficult to arrange for retailers to display intervention! Because of the above reasons, the manufacturing plant is very difficult to see a complete and real consumer market, they lose control of the marketing factors! If a sale is not ideal, we can not only determine the manufacturer brand policy and product development is a problem, there is also the possibility of retailers did not order no, even if the goods displayed on the racks of various complex reasons, the manufacturing factories to make the correct marketing strategy has brought great challenges hitherto unknown! Manufacturing plants have to do two important things at the same time to get good sales returns: first, invest in consumers, build brands, and make consumers like their products. Second, investment in the retailer, give them a reasonable profit, so that consumers buy their products! Producers in traditional channel brand strategy is not completely effective, if you do not invest to retailers, blocking access, even if there is advertising, consumers are difficult to buy your products! At this stage, manufacturing plants need to adjust their marketing strategies to cope with this change and challenge! In the final analysis, the manufacturing industry will face two challenges from retailers in the future. One is the competition of brands, the other is the competition of marketing resources control. How to explain? Brand competition: consumers love retailers or manufacturers brand, if they love more manufacturers of the brand, so the factory will increase the negotiation of capital, such as Procter & Gamble is relying on a strong brand strategy to boycott retailers demanding; if they love the retailer's brand stores or shopping malls, so there is no your brand for retailers is not a very important thing, not your brand, consumers will visit my store, this is quite normal but things for most manufacturing brands, manufacturing can exceed the retailer brand very little factory! Retailers such as the development of a certain size, they will search for high quality factory, use their powerful brand production of own brand products to snatch the brand manufacturer's market share in the future, it will be a very terrible thing! The marketing resource control competition: in order to get more promotional resources, such as posters, Duitou, display shelves, the supplier will pay an extra fee or other cost for the retailer's support on this competition is needless to say, the retailer is playing the referee and athletes play a role, how could the manufacturing industry plant competition to them? Next, the difference between marketing ideas of manufacturers and retailers is introduced. The manufacturers focus on consumers, regard brands as life, retailers focus on customers, and pay attention to the classification of goods, not brands! How do you understand these basic concepts? 1. differences between consumers and customers. The producer research consumer is the same kind of target group with potential consumer demand. Retailers study the customers only in the shopping mall. The boundaries of consumers are far greater than those of customers, so the goals that manufacturers and retailers focus on are very different! Two The difference between brand and classification. Manufacturers attach importance to brand, which is the core driving force of their business, there is no brand no premium, so they hope that consumers can remember their own brands and retailers to buy their products, but they care about the brand? Retailer management is in accordance with the classification, and not in accordance with the brand, the retailer does not care about the same classification in which brand sales better, they only care about the classification of the overall sales and improve profits, but they contain different brands as producers of weapons! Because retailers of modern channels are becoming more and more powerful, manufacturers are almost in the city as a unit, according to the geographical development of dealers, mostly in the form of corporate legal distribution, manufacturers supply retailers directly increasing the situation! After the core characteristics of traditional and modern channels, we simply talk about the future development trend of consumer goods supply chain, if you focus on macroeconomic Chinese, you will understand the China the next 20 years will happen 2 events: 1., with the promotion of urbanization and industrialization, the rural population will gradually enter the towns! 2., China's economic development will certainly depend on the mode of relying on exports and investment to transition to the mode of expanding domestic demand and stimulating consumption! These two light will illustrate the future of retail industry is a sunrise industry, because the process of city, the future of domestic consumer goods supply chain channel will transition from traditional channels to the modern channel, the current data is 55%:40%, 10-20 years later, the modern channel will reach at least 60% or more, you can imagine the development of modern retail space industry is amazing, the following simple reasons may make it easier for you to understand: 1., traditional channels are not conducive to national control of taxes and the collection of real consumer data; 2., the traditional channels are not conducive to the national control of every aspect of circulation, and maintain a good economic order; 3., the traditional channels are not conducive to protecting the interests of consumers, complaints too much; 4., urbanization needs more modern retailers, such as department stores, supermarkets, shopping centers and so on. The traditional channels to the modern channel strides on manufacturing business and what is the effect of the circulation of dealers? The answer is self-evident, they need to adjust their marketing ideas, began to gradually learn the modern retail business model, and find appropriate solutions, and retailers better cooperation! In addition to continue to invest in the consumer to establish brand image and in-depth study of their consumption needs to conduct product development, brand manufacturers need to begin to pay attention to and the operation mode of learning modern retailers, develop the corresponding brand marketing and distribution strategies, otherwise it is easy to get into advertising, sales can not keep up the cycle! China's local manufacturing industry needs to learn its brand, operations and distribution concepts from foreign brands. By 2010, we China local old brand, such as Dabao still sell 7.9 yuan, 1 yuan once we are familiar with, 2 yuan toothpaste, toothbrush is through foreign brands such as Colgate, baptism, become 10 yuan, 20 yuan, and consumers have become accustomed to! In this case, foreign brand manufacturers are still in various ways by learning continuously and understand the operation mode of modern retailers to develop win-win marketing strategy, and most China local brand manufacturers also did not realise this, the world is changing too fast, if do not understand modern retailers operating mode, how our the factory in order to seize the next 20 years China consumer market blowout golden opportunity, not to mention the rise of electronic commerce now gradually emerging business is manufacturing China and retail industry will be dominated by foreign capital? Talk about some personal views at last, I have always insisted that there is a sense of history backwards China development of modern retailing, manufacturing factories in the traditional channels through retailers get a complete and real consumer market, but in the modern channels, retailers have turned into a mountain block between consumers and manufacturing industry, They do not see a complete and real consumer market, this is because retailers to borrow advantages of scale control of all marketing resources, which greatly affected the manufacturing factory sales data of the judgment, this is my previous article mentioned in the "who holds a national retail industry. Who mastered a national economic lifeline!" How long will this historical setback last? We hope to see the healthy development of China's local brands, manufacturers and retailers through the study and gradual improvement of the supply chain of China's domestic consumer goods!