Offline marketing channel model

Channel sales: that is, using channels as a form of sales, mainly refers to how to develop and select dealers, their daily management, and how to assist dealers in marketing and daily maintenance. Let me share with you the offline marketing channel model. Please refer to.

Offline marketing channel model

First, the offline marketing channel model

Basic structure: enterprise wholesaler? Secondary wholesaler? Retailer? Consumers, in the process of products flowing from manufacturers to consumers, provincial distributors supply to secondary wholesalers, such as regional middlemen such as department stores and wholesale markets. Take provincial agents as the resource platform, give full play to the enthusiasm of first-class wholesalers, strive to improve the terminal coverage of rice cookers, increase the width of rice cookers' marketing channels, and thus increase market share.

Second, the types of offline marketing channels

There are three main channels, the first is the wholesale market of electrical appliances city and household stores, the second is traditional department stores, the third is large supermarkets, the first is traditional household appliances sales channels, and the last two are emerging channels that have developed rapidly in recent years. The new product is aimed at college students, and the retailer's store is as close to the university as possible.

1. The wholesale market of household appliances has been dominated by wholesale, supplemented by retail, and can be radiated to dealers outside the region. The wholesale market of household appliances can reduce the terminal cost, be accepted by downstream dealers with reliable quality, and hide the demand of consumers in the secondary and tertiary markets for low price and high quality.

2. The home appliance department of traditional department stores is also a traditional sales channel. However, with the intensification of competition in department stores, the operating expenses of comprehensive department stores are rising, and the gross profit of power plant sales is not high, so the household appliance business of traditional department stores is declining. However, due to regional imbalance and regional environmental differences, traditional department stores are still the main channel of small household appliances in China, especially in third-and fourth-tier cities, department stores still have absolute channel leadership and control. At present, their sales can account for 265,438+0% of total sales.

3. The major shopping malls are Carrefour and Wal-Mart. Judging from the current market share of small household appliances, the market share of household appliances in large supermarkets is getting lower and lower. With the expansion of the influence of professional home appliance chain stores, the market share of home appliances in large supermarkets will become smaller and smaller. From the point of view of consumers in large supermarkets, both Wal-Mart and Carrefour are pursuing the strategy of low-priced products, that is, the most effective way for these supermarkets to compete with their competitors is price. Therefore, Wal-Mart and Carrefour usually use low-priced products for several hours, and consumers are mostly low-end market consumers. Large supermarkets are interested in these low-priced products.

Offline channel management

1. wholesalers in different regions are not allowed to cross goods, and the minimum wholesale quantity for agents and wholesalers is different according to different funds and team strength.

2. Dealers and retailers should keep close contact, give feedback or put forward relevant solutions and suggestions when problems are found.

3. Retailers, distributors and wholesalers can distribute products of multiple brands.

4. Terminal sales personnel should sign a cooperation agreement with the enterprise for a certain period of time, try to avoid the flow of personnel, and middle and senior management personnel should reach a certain understanding and formulate the most suitable sales policy. Sales personnel in this region can only sell in this region, and do not transfer to regional sellers.

5. Wholesalers and distributors can become shareholders of enterprises and get corresponding shares according to their performance.