What does RTM mean? It's about marketing.

Rtm(RTM-Route to Market) in FMCG industry refers to a way for product manufacturers to distribute their products to the market.

At present, well-known fast-selling companies, such as Coca-Cola, Unilever and Nivea, are actively promoting this model. Its specific operation mode is: divide all retail outlets in the market into several regions, and arrange a dealer for distribution in each region.

Extended data

The role of deep distribution:

1, RTM can help the company effectively manage the terminal retail stores, firmly grasp the distribution channels in the hands of the company, and at the same time effectively curb the problems that affect the market price caused by vicious competition among agents, such as bargain-hunting and ticket skipping. Dealers have guaranteed profits and high loyalty.

2. But RTM is essentially a high-cost (personnel and system) sea of tactics, and it is only worth popularizing in the market where the company's brand influence and market share are high and its consumption power is huge. Therefore, RTM can basically only be applied to major first-tier cities in China.

Baidu encyclopedia -rtm