Why not choose modern channels?

Can I really "borrow a boat to go to sea"? In recent years, the debate between the modern channel model represented by chain stores (also known as big customers) and the traditional channel model represented by agents and distributors has never stopped. The emergence of new powerful forces will inevitably lead to the reconstruction of channel order. But in any case, only the right one is the best. If enterprises blindly pursue modern fashion, regardless of their position and characteristics in the market, and blindly pursue the wave of modern channels, then such K/A key customer construction is harmful to enterprises. Case Two years ago, at a supermarket chain exhibition in Beijing, a representative of Shanxi merchants talked about cooperation with Europe (an international supermarket chain) and looked excited: loss! Loss! Loss! The whole place is a bottomless pit. I want to borrow a boat to go to sea, but the ticket is too expensive. The cost sharing of various festivals, promotions and advertisements is not only harsh, but also carefully checked and accepted, and my face is lit up. As fast-moving consumer goods, small and medium-sized enterprises originally need smooth capital flow, low supply price, repeated pressure on account period and no less operating expenses than traditional channels! You said it was not difficult! The Shanxi businessman's words may represent many manufacturers' feelings about modern channels. The main reason for this situation is that many domestic enterprises have imperfect systems, weak strength, and unequal cooperation and communication with modern channels, resulting in modern channels deceiving customers. Why don't these manufacturers choose the traditional channels that have been growing for a long time, but stick to these modern channels that can't bring them much benefit, and finally lose? ! Lack of understanding of modern channels is an important reason. People who organize "anemia" don't want a large flow of people in modern channels and adopt an open-shelf sales model. Morphologically, modern channels tend to be more humanized in product management, pay more attention to business interaction with manufacturers, and pay more attention to their own brand image and sales throughput. Modern channels have a strong market goal, and commodities with no value space or insufficient attention are basically allowed to die out or clean up. Therefore, unlike many manufacturers' imagination, they have no worries about climbing the high branches of modern channels. Case There is a private enterprise with hundreds of employees in a prefecture-level city in Jiangsu Province. After starting from real estate, I accumulated some capital and began to expand after getting rich. The enterprise has a production line of fast-moving consumer goods. I was very excited as soon as the product came out. A group of people were recruited from the employees of the enterprise, and the advertising company was asked to make advertising films, make promotion plans and determine sales channels. Their first choice is the modern popular channel: hypermarket, which is also the suggestion of the advertising company. After hard work, the enterprise finally entered some well-known chain stores as it wished. But a month, two months, and half a year passed, and the market did not move. The boss and employees of the company are impatient. What's going on here? Similar products are selling so well, why are there no sparks in their own products? They believe that as long as the door of the supermarket is pried open, it will be once and for all, as if they have entered the modern channel and climbed the door of wealth, holding a cash cow from now on! It doesn't need any business at all, and it won't operate at the same time. This is a typical case. In the process of changing from production organization to marketing organization, the organizational structure of enterprises has appeared "marketing anemia" If the quality and efficiency of the enterprise's own organizational structure is low, or even serious "anemia" occurs, it will not be able to cope with the ever-changing market without carefully analyzing the situation of channel partners and working high above powerful modern channels, so the result of blindly entering modern channels can only be eliminated. It is wishful thinking for manufacturers to do brand promotion and return sales funds for themselves by seizing other people's payment, just like traditional dealers. "Chaos" strategy is not suitable for some enterprises to choose modern channels. They just want to improve their brand image through brand comparison, which is correct from a certain point of view. However, if these enterprises are vague about their brand strategy, give up opportunities in the secondary and tertiary markets and compete with big brands in modern channels, then when their brand status is far from each other, the effect of brand comparison will be minimal. Case Some time ago, I met a distributor of Wuliangye brand liquor at a gathering of business friends. He heard that I was doing some marketing consulting work, and he has been asking for advice and said a lot. He talked about a lot of confusion: at the beginning of liquor business, he wanted to find a big brand product to penetrate the market quickly, and the starting point was good. But then choose the marketing channel model. He thinks that this kind of liquor is not a direct product of Wuliangye, but after all, it has the comparative advantage of OEM, and then choosing a well-known hypermarket to compare brands should have good results. In fact, in the local market, he can't even compare with those unknown small manufacturer brands. During this time, the store informed him to cancel the order, and he didn't know what to do at the moment! I was invited to know his specific market situation and found that the sales of local liquor still have great potential, especially in counties and townships. I also found that local pubs have great influence, not only their own sales are considerable, but also directly affect the consumption of local households. Those unknown small brands sell well because they are well tied to the marketing of these pubs, and their interests are very close, so these hotels are shouting' desperately'. At this time, the crux of the problem is basically clear. First of all, this friend failed to know enough about the market, lacked the ability to grasp and manage the market, and lost the right direction in business strategy, so it is inevitable that business will be unfavorable. Enterprises with chaotic brand strategy often have a bad grasp of the market. They also lack professional knowledge and experience in dealing with big customers and have no special management team. Once there is a problem, we still use the old rules corresponding to the traditional distribution system. In terms of mechanism, it also loses flexibility because of the confusion of strategy. There is no substantive organization and personnel to solve the problem, just passing the buck. So the last impression for modern channels is that things are procrastinating and unprofessional. This will be greatly discounted in future business cooperation and strategic alliances, and communication will not be on a peer-to-peer platform, and failure is inevitable. If the capital chain is underdeveloped, some enterprises are short of funds. In many cases, you need to wait for the funds from sales to return to the next market. For modern sales channels, most of them have their own strict management mechanism, basically in the form of consignment, and the general account period is relatively long, ranging from one to two months to three to five months. For this reason, it is best not to choose this channel model for those enterprises that are eager to wait for liquidity to buy rice. Many such business owners still do not regret choosing modern channels because they are driven by legendary interests. It is said that there will be a qualitative leap in sales in supermarkets. Simply speaking, it is very attractive: the channel management is flat, and there is no need to spend more money to build a huge sales team. The flow of people in the hypermarket is obvious to all, and the daily turnover of the hypermarket is also very considerable. From the analysis of these current situations, it will be a good result, but after you plunge into it, you can't realize the considerable value behind the excitement because of the short-term and serious underdevelopment of the capital chain. So no matter how wonderful the outside world is, you still have to measure your clothes according to your figure in order to dress appropriately. The most typical case is' Haoleduo' in Hangzhou. At that time, many small and medium-sized suppliers were red-eyed by the daily sales of this store. Many people think that no matter what products enter this store, they can make a lot of money. Although the checkout cycle of shops is very long, those small-scale production or trade-oriented enterprises ignore the advice of outsiders, even if they borrow money or make ends meet, they just wait for profits to roll in and swell up. Unexpectedly, this Hangzhou' Haoleduo' is going to close down, and these owners are suddenly facing difficulties. Many trade suppliers have poor capital turnover, and their investment in shops is far greater than their own hematopoietic strength. All their income and' treasures' are pinned on them, so some people or enterprises have disappeared, which makes people sigh. What channel do we need to choose? ! First of all, we must be clear about what we want to pursue and what we want to achieve through channels. Channel is just a carrier, and our current positioning and actual demand determine what channel structure we will choose in the end. Because this channel is ultimately profit-oriented. Traditional channels, rather than a set of traditional words, are classified as weak and will die out. The value of channel existence is mainly to carry profits and spread information. The so-called traditional channels are those channels or terminals represented by social distribution system. These points may be small or scattered, but the environment on which human society depends coincides with these points. Profits and information have been in a state of dynamic exchange with these mass consumption groups. How can this channel model, which is labeled with traditional words, be casual? They can only be born with the so-called modern channel mode, just subdivided.