We say that marketing is to discover and meet consumer demand, but consumers always fall to the ground in the consumer places to meet, but from the way business to consumer site constitutes a channel.Most of the consumer demand exists in itself, the marketing people through some of the marketing tools or means to seize, to carry out excavation and discovery.However, consumers of this demand, there may be very different places to achieve, such as food and beverage outlets will be like in the habit of drinking beer into the house, creating another consumer site, and then form a new channel.Therefore, consumer demand in different environments, different places on the met, will allow enterprises to build a channel more complicated.
Intense competition, increased sales targets and also sales staff had to face things, so, in reality, developing new sales channels to resist competition became the main way to improve sales.Development of new channels more and more difficult, but also had to develop new channels, the contradiction between these two, so that sales people and mutilated, are entitled to, but had no way!
Mostly of the century brand is the brand's success, but the brand in the global Fanwei years who still do not stop to grow, it should be said is to build a channel and development and much of Guanxi You.Coca-Cola made a very good show: The company claims the product "everywhere" is actually dig deep channels in addition to, the continued development of new channels!
Case 1: Coca-Cola Diet Espirit store
We not only on the Coca-Cola Diet Products High Women Espirit store called a sales channel, also known as a good promotion channels, although more colleagues prefer to call it a promotion method.In any case, it truly tells us to develop new channels of marketing ideas and methods.
Many marketing people especially like the "orientation" is often talked about, the Coca-Cola was able to locate documents from the mouth into the market, up from the application.Positioning should be unique, not fake not follow up, give consumers unique, clear, Never forget the feeling and memory.In fact, the choice of new channels, help locate the clarity.Diet Coca-Cola product into the Espirit of the store, the positioning of the diet product was a clear and thorough presentation of the ultimate: a higher income, fashion, quality, focus on health and personality of young white-collar workers.The fact that the vast majority of diet products in the Espirit store display that had become a loyal consumer diet.
The basis of this new channel development, in fact: the product can be carried out corresponding to the consumer market segmentation, market positioning very specific, this place must be a good channel!Not previously developed, is now a matter of course as a new channel on the!
We are now a number of companies to develop new channels, either investment to "set" channel, or is a "mother", as long as the purchase is the dealer, or a grandiose greed all, "only to find large, does not look right"...... If the channel is not suitable for enterprise product positioning and market positioning, development of new channels can not bring profit but bad end of!
Implications: The new channel development, market position can reflect the channel business must be good channels.
Case 2: Coca-Cola bottles and "Little Red Riding Hood," Distribution
"Little Red Riding Hood" is a subordinate issue of Beijing Youth Daily station.In the Beijing region, Coca-Cola bottles and is not a major sales packaging, drink packaging that is gradually being 500ML-600ML of plastic bottles replaced glass bottled Coca-Cola family, but as products enter the market early, or have some consumer groups.Few dealers willing to glass jars and plastic bottles with the sales and distribution.Coca-Cola but would like to retain the sales, but do not spend too much energy to do their own direct marketing or co-marketing, how do?
The main consumers of this product are consumer packaged earlier in the "old" consumer, non-young "old" consumer (plastic bottles of Coca-Cola to promote the major consumer packaged for young people) and on the spot that facilitate the type of community drinkingconsumers.It is obvious that with the Coca-Cola Company's other products for the consumer crowd a little bit different.Well, certainly not the same channel, need to re-select.
Coca-Cola Company Analysis to: the aggregation of these consumer groups in more mature in some "old" communities, they more of these "old" in the community to consume, and these "old" residents of the community is characterized by a maximumread newspapers to understand the outside world information, and running the newspaper distribution system, to build consumer and enterprise product communication and emotional sharing!
As a result, Coca-Cola company and the "Beijing Youth Daily" and "Little Red Riding Hood," a partnership distribution system for bottles and a major consumer groups, developed the unique marketing channel.
Here, as long as the new channel as a "way out", then we will find a way out interface is the consumer, so construction of channels from a consumer perspective, the development of new channels, that's it.
Revelation: New channel construction must closely target consumer, target consumers or best embodies the most accepted their demands emotional and convenient channels that we have to develop new channels!
Case 3: Coca-Cola Queer primary store
Coca-Cola queer market, carrying the "Coca-Cola Company - full beverage company" first shot of the unprecedented mission.As the former Coca-Cola products with different consumer groups - five to ten-year-old children, so the new channel construction workers placed in front of the market.The Coca-Cola this is hard in elementary school, but schools can not have business practices!
How do?As long as the construction of another marketing channel to seize the essence of marketing problems can be solved for all.Coca-Cola Company will have several hundred meters around the school as a "channel circle" or popular to say "terminal ring," then the schools - that is, target consumer groups queer are include into the channel, which also break thethe school can not promote and sell goods blockade, success must be the development of a new channel.As a result, Coca-Cola will be called the radius of a few hundred meters of the "channel circle" for the new channel, which can be all the targeted marketing and sales of.
Revelation: New channel construction can "channel ring," "terminal ring" and "pan channel" extension of the concept.Break channel blockade, first find the entry point.
Case 4: Coca-Cola ice dew canteen
Coca-Cola Coca-Cola ice dew itself is not "full drink" the direct result of the company, it is deeper with strategic objectives.When the competition necessary, new channel construction yearn to break free.
Coca-Cola to sell pure water, appears to be the goal of product diversification and achieve is to compete.When the competitor is a water-based industry, but also want to cola-based drinks on a share of wins, the Coca-Cola is not to suppress the rival cola products directly play, but "kill without spilling blood," the brilliant idea.This brilliant idea is: Low in the launch of rival competitors in the main channel of the main products to chaos the army, the main products of the confusion in dealing with the process, will be the main rival products and Coke products are to be dealt with, to achieve double-edged sword effect.
The end of 2001, Coca-Cola company has started planning the ice dew on.In order to combat competitors, Coca-Cola are taking some unconventional tactics.Such as the winter market, packaging color designs, sales force focused on mission design and arrangement, and deliberately out of stock sales, special approval, assessment of new and so forth.In here, turn to the channel, is Coca-Cola Company is the design of the new channel, cut all other channels, the main focus point in competing channels - traditional terminals, not only concentrate, but also close to rival channel display,vivid-based, location and so on.
Inspiration: Construction of new channels to competitors as a reference, the tip-to-head.There are analogies in the positioning location, then building the new channel, but also "mocked channel" to promote the emergence of new channels!
Case 5: Coca-Cola ice frozen goods wholesaler exposed
Coca-Cola ice dew competitors not only open up specific channels for small shop, but also a breakthrough for short sales, and in many cities to open up the "frozen goods wholesaler" channels.The wholesaler sells ice cream, etc., generally have their own refrigerator.
In the summer, we have the impression that: many non-indoor workers, like buying or self-contained "icicle" the bottle, it can be a long time despite heat in the hot sun to keep cool.Coca-Cola's business channel program O'clock Ji Tong Zai Taolun This is one kind should be found a worthy Guanzhu of Xian Xiang, Conger Zuizhongkaizhan the frozen goods wholesaler with Xuduo cooperation in making sales in the summer, has risen sharply in Youxie Quyuqude a higher YuanPlan four or five times and gratifying results.
Enlightenment: the development of many new channels or undiscovered by the new consumption habits of consumption habits from, to find the different spending habits, thus easily find new and different channels.
Case 6: Coca-Cola All categories Internet cafes
Coca-Cola in the original channel system, the Internet cafe as a "Direct" part to the present, Coca-Cola has become a major force in emerging channels.Direct from the general one of the channels into a new dedicated channel, thanks to Coca-Cola build new channels of cooperation knowledge.
Looking at a lot of marketing Coca-Cola, policies and behavior is indeed "a standard first-class enterprises," the high degree of expression, both in the joint brand of brands, "Coca-Cola and Nestle" in BPW Nestle tea as "CROSSOVWR" standard, celebrity endorsements onlong phase of mutual complement each other, the channel system, "CSS" system become the industry standard, the new children's drink queer product benchmarking and so on.The channels build, has become all business and enterprise build channels, and channel new standards for common development.
In the channel business, in addition to being foreign as "MT" in the modern channels such as international standard business from supermarkets and convenience stores, distributors before the company like a weak, this stems from many of them are not standardized operation and management of the organizationThe majority of individual organizations.Therefore, in the process of developing new channels, one new channels is difficult to emerge to allow enterprises to choose their own and use, and second, the channel can be used in the competitive society have been largely used, and hard to find, third, the enterprise does notpatience to develop new channels to their existing channels, they would rather give more policy to price competition......Enterprise impetuous and short-sighted and very difficult to make the new channel development.
Coca-Cola company was the first to see the development of the network speed and the future, and then is seen assembled a large number of Internet cafes target consumers, which was to describe the Internet in the original Direct channels allocated, and the first time ever, the domestic relative, "Small Business "" Ninetowns "in cooperation, development of Internet cafes channels.Co-cultivation in the course of this channel, the success of Coca-Cola's experience to Internet cafes to be bold and go deep channels......
Implications: If companies have analyzed to some kind of consumer trends, and the channel is not yet ripe, then, we must boldly and Channel Change.To obtain the advantage of not competing with the channel resources.
Case 7, Coca-Cola all category "ICOKE" network channels
Tasted the sweetness and build channels, Coca-Cola company has a step deeper, according to the company's communication theme, open WWW.ICOKE.COM website, here has broken through the limitations of Internet cafes channels, while the target consumer group of a "network" to fightdo.
Speaking channels in various classes, a growing number of students asked to "network channels" issue.This is due to more and more users access the Internet, the network load is the diverse range of consumers, therefore, any business, do not ignore the existence of networks of this new channel, channel sales in no way made a breakthrough when, the network's multiple functions may help companies find new way out.
Network channels, this is not time and space, not the reality of the channel length, width and depth of the constraints, there is no real channel for differences in membership of various levels of operating practices and the complexity of thinking, will increasingly become a new channel.
Inspiration: When human wisdom has opened up a new business, and the reality has been more integration of the network channel perspective, we must seize this opportunity.This small investment, quick channel resources to meet the public!
In short, the development of new channels, the problem is not how good our products, how the preferential investment policies, how the new channel mode, how the company determined how big and strong capital, and more lies close to the consumers first, and then found that consumer demand for consumerto find previously undiscovered, the unique channel resources, and enterprises have to co-prosperity with the channel and build a total of mission should be competition, can the channel for its use, its share of channel resources there, the new channel alsowill be an endless stream of marketing for the company to contribute.
Thus, the development of new channels, not to find more is to explore and improve.