Channel is king

  Market network channel is the context and lifeline of an enterprise or operator: which enterprise has high market network coverage and large number of outlets, its market share and sales volume must be high; A dealer with a large number of secondary outlets or high secondary network coverage will have a good market share and sales volume. Whoever owns the channel is the king of the market. The competition in the market is actually the competition between enterprises that cannibalize each other's network channels. Starting from the initial provincial agents, brands enter, network layout, and fight with each other - after the market is mature, the channels sink, the competition sinks, the cruel competition of transferring to county-level direct sales, and the first, second and third tier brands continue to compete - after the market is mature, it sinks again. At present, it has entered the white hot competition stage of secondary channels such as villages and towns, Some have even sunk to large villages and towns, and the marketing idea of building three rounds is to unswervingly carry out work with the maintenance and expansion of market channels as the main line.

  Channel maintenance: first, control and guide, careful service, integration and optimization, improve the quality of outlets and improve the sales volume of existing outlets; On the other hand, it is to manage and control the secondary channels of dealers, go deep into towns and villages to do service, guidance and maintenance, and strictly prevent the invasion of opponents.

  Channel expansion: pay close attention to the market channel development of large consumption and blank areas, and focus on two types of brands: first, the brands with full market outlets have no room for rise, and the network is sound, which is complementary to or can be used to build brand products; Second, the operation of the brand is not ideal or there are major changes, and the construction of brand models is just suitable to make up for the outlets, which can be specifically implemented to people, policies, services and other resources, and concentrate superior forces to win at one stroke.

  Product based refers to refined products, which is the foundation of enterprise development and marketing. The third round of construction takes the creation of "refined" products as the main line, the R & D of differentiated new products and the upgrading and optimization of old products as the carrier, and the market demand of customers as the guidance. It always takes promoting technological progress and R & D of new products as the starting point of the company's development, driving the growth and leap of enterprise scale and efficiency.