What are the shortcomings of traditional channels and what are the main trends of channel development under the current market conditions?

First, the defects of traditional channels: it is difficult for manufacturers to effectively control sales channels; Multi-layer structure affects adaptability and flexibility and reduces channel efficiency; One-way, multi-level communication makes it impossible for information to be transmitted and fed back accurately and timely, making it impossible for enterprises to fully understand market demand and effectively implement sales policies; The repeated construction of traditional channels wastes a lot of manpower and material resources, and it is difficult for enterprises to form a price advantage.

Two. The development trend of channels under the current market conditions mainly includes:

1. The change of channel concept is mainly reflected in two aspects: the change of channel positioning and the new understanding of channel function. Channel positioning changed from taking enterprises as the starting point to taking customers as the starting point, and began to pay attention to the service function of channels; Relationship transformation among channel members: from transactional channel to partner channel, through teamwork and coordination, the conflict that all parties in the original transactional channel only pursue their own interests is eliminated, and the channel operation efficiency is improved;

2. Formation of brand-new channel system: At present, three new channel systems have been formed, namely vertical marketing system, horizontal marketing system and multi-channel marketing system; Channel form change: from the traditional "pyramid" channel to the flat "short-wide" channel, the shortening of the sales channel greatly reduces the channel cost, improves the control over the channel and the response speed to the market, and increases the competitive advantage of enterprises;

3. Transformation of channel operation mode: from the traditional general distribution as the center to the terminal construction as the center. On the one hand, manufacturers can accurately reach retail terminals and improve product exposure through service and monitoring of agents, distributors and retailers. On the other hand, manufacturers carry out promotional activities in retail terminals to stimulate consumers' desire to buy and attract consumers to buy.