How to develop retail channels?

Lead: Channel is the carrier of long interests. Manufacturers, merchants, stores and consumers are the links in this interest chain, so we are required to have a correct analysis and evaluation of channels. Don't make a "wishful thinking" strategy, because there is no place to fall; We can't do things that "divide the spoils unevenly" because it won't last long, and on the contrary, it may hurt one party. In the last year or two, it is easy to focus on the channel when talking about the marketing topic of fast-moving consumer goods, including tobacco. Why? Because channels are increasingly becoming the core value areas of FMCG, especially tobacco, there is little space outside channels. So as a cigarette product and brand, what are the good ways to open the retail channels? Thought determines behavior. Before discussing methods, we need to have a correct understanding of channels and their behaviors, especially the following three points. First, the role of channels is not only product sales. Product sales is only an objective response to the channel function, and more important functions include: the carrier of brand communication, the direct feedback of consumer demand and market competition situation, etc. For example, Coca-Cola has more than 100 new products and product packaging changes in the Japanese market every year, all of which come from or draw on the feedback from channels. Second, clearly understand the division of labor of channels. The existence of each channel form has its rationality and bears different division of labor. Only by recognizing their different functions can we formulate corresponding channel strategies and take them as the guiding direction of our work. Careful readers can pay attention to the sales revenue and business area of tobacco and alcohol of the top ten commercial retail enterprises in China. Generally speaking, tobacco and alcohol counters are small in size and high in income, and many consumers are aiming at the "genuine guarantee" of these stores. Then, I believe you should know what strategies the channels of these large department stores should make. Third, understand the complete significance of channel development. Channel development doesn't mean that products are completed when they enter the channel. A higher level is to establish a win-win relationship with retailers to help them ship faster. A brand I serve needs to be sold through newsstands. After investigation, it is found that the level of newsstand owners is generally not high and there is serious inequality. For enterprises, newsstands are just a terminal point; For the shopkeeper, the newsstand is the whole career of him or his family members. Based on the above analysis, channel personnel gave guidance to the newsstand business, and organized professionals to carry out a number of personal investment and financial management meetings tailored for them. In this way, the distance between the enterprise and the owner of the newsstand has narrowed, and the thoughts have been unified, which finally forms a win-win situation for the enterprise and the owner. Having said that, let's talk about some methods of channel development for your reference. These methods do not seek to be universally applicable, but only to inspire friends who are concerned about the terminal. 1, the channel is the carrier of long interests. Manufacturers, merchants, stores and consumers are the links in this interest chain, so we are required to have a correct analysis and evaluation of channels. Don't make a "wishful thinking" strategy, because there is no place to fall; We can't do things that "divide the spoils unevenly" because it won't last long, and on the contrary, it may hurt one party. 2. Don't ignore the enlightenment of consumer behavior on channel development. In this "consumer-centered" commercial times, consumer behavior has a good reference for us. So, don't laugh at Lafite and Sprite, green tea and whisky, be open-minded. Only smart merchants can let "soft drinks" such as Sprite and green tea enter the night channel that does not belong to it. So be a conscientious person and carefully observe every detail of life around you. 3, learn more, understand the development trend of each channel. For example, with the popularity of convenience store network channels, more and more consumers go to convenience stores to buy cigarettes, which is also a kind of "genuine guarantee". The tobacco sales in convenience stores only rely on a small cigarette rack. If you are not a mainstream brand at this time, but you want a good location and more display, obviously, this is somewhat unreliable. What should I do? At this time, you need to know the current format of convenience stores: the overall profit is on the verge of profit and loss, but the profit of cooked food stalls is good and the area is increasing. At this time, if you start from this aspect and formulate some strategies, it may be worth talking about. 4. Pay attention to the integration between industries and incite market channels. At present, the development of channels, sometimes relying on the strength of a single enterprise will not be enough. Then, we can plan an integrated model, so that the fist is always stronger than the finger (except Zen players). The author once presided over such a case: Jinshan Games hopes to enter the Internet cafe channel, but Jinshan is a minority in the game industry, and Internet cafe owners are worried. At this time, we dragged Pepsi into this incident, and the two companies effectively jointly planned a series of activities, such as "playing Jinshan games to send Pepsi, ordering cards to send Pepsi, writing the image of Pepsi into the game interface, and Cosplay game characters to promote Pepsi". Jinshan Games successfully settled in Internet cafes, and Pepsi gained a lot in the activities. 5. Be good at exploring the second channel. Now the cost of products entering the conventional channel is getting higher and higher, which requires you to plan and develop the second channel. When entering the market, KAqi milk took the Ka field channel, which was expensive and had a bad position. So I found a new way, took the catering channel and introduced the concept of "pre-meal milk", which achieved remarkable results. It not only increases sales and cultivates consumption habits, but also clears the way for KA market to some extent. 6. Strengthen the maintenance of existing channels. In fact, it is also a great progress for your career to deepen your understanding of existing channels and cooperate with merchants to achieve "* * * win-win". This is called "defending for attacking". Last but not least, you should do everything well in your daily life.