Mind clear corporate decision-makers, the food stalls in the exhibition in a bottle of wine only a few hundred thousand dollars so that they can not produce results, may also weaken the influence of their brand, so that the loss of brand resources for no reason
Many enterprises in the low-end channels to expand market, on the same high-end brands to enter the low-end channels have great confusion, fear into the low-end market will destroy the image of the original brand.
Determine the location and characteristics of products
The key here is to determine product positioning and characteristics, whether the consumer to that product as a high-end products, or through this to show that price.If the answer to this question is "yes , do not use the brand, and may wish to introduce new brands or acquire a low-end brand, or not to enter the low-end channels, such as wine, cars, watches, designer clothes, etc. Theseindustry, often multi-brand phenomenon, the reason is to differentiate the high-end brands and low-end brands, the value of maintaining high-end brands. mind clear corporate decision-makers, the food stalls in the exhibition in a bottle of wine only a few hundred thousand dollarsso that they can not produce results, may also weaken the influence of their brand, so that the loss of brand resources for no reason.
If the answer to this question is "no , enterprises can use the same brand of bold to borrow the low-end channels to the low-end market, and without excessive impact on brand image. For example, few people will try to use a washing machine and other household appliances, PCcomputers, servers and other office tools to show identity or to show off success, such as IBM, Lenovo, Sony, Samsung, Haier, which, whether they are in the market for a second and third line, or a variety of different channels, will not adversely affect the brand.
However, some companies will launch high-end products on the high-end channels?Low-end channel to work?Not all are.In fact, there is actually a high-end products in various regions, there are various areas of the target group can effectively lock in any one regional market, there is a high-end products are needed to target, the resulting phase with each channelwhich of course includes the low-end channels.This value is not great in their own field of fast moving consumer goods especially.
In fact, the channel strategy is dialectical, high and low, low, middle and high.In some high-end consumer distribution channels, there may be a result of the location, consumer objects, consumer attitudes, local customs and so leaving the spending power of high-end products, amount, quantity is very limited, high-end channel is the dilemma of underachievement, and evenwho become "dead channel ; Similarly, in the low-end consumer channels, there may be a result of the locations, consumer objects, consumer attitudes, local customs and so the spending power of leaving very active, excessive release, in a high consumption of low-end channelsstrong high-transaction state.
How to discard the old and new channels
Choose to use the old channel, or the development of new channels, analyze and judge based on the following points:
First, the old and new product categories are the same.If the old and new product categories (product attributes, price, quality) are basically the same, to follow the old channel; if greatly different, may consider the introduction of new channels.Such as the introduction of high-end products, the product must take the high channels, the use of new channels for new products, the possibility of strange also higher.
Second, the old and new products target consumer groups are the same.If the old and new products target consumer groups (such as the consumer class, gender, age) is consistent, appropriate use of the old channel; if the difference between the old and new products target large consumer groups, may have to change the channel promotion strategy.Such as the introduction for the elderly, female products.
If the same old product categories, but the target consumer groups are inconsistent, you should consider the establishment of new sales channels, to complement and strengthen existing channels, but the new channel should not be dominated; if the old and new product categories are inconsistent, but the target consumer groups in linewhich old and new channels or using the situation to be divided into two conditions: 1, old and new product categories is insignificant, as is food, it should follow the old channel; 2, large differences between the old and new product categories, such as corporate diversificationUnder the new products, such as Wuliangye into the electronics, to new channels should be used; inconsistent if the old and new product categories, the target consumer group is also inconsistent, then certainly we must build a new channel system, but can not completely abandon the old channels.
Third, the development and maintenance costs of old and new channels to be factors.Cost coefficient in this context refers to the establishment of new channels, put all the resources necessary to consolidate the existing customers and maintain channels of the ratio of the resources needed, the cost factor is greater than 1, you have to follow the old channel, the coefficient is less than 1, means that developersnew channel may be better returns could be considered appropriate use of new channels or create a composite channel.Of course, the cost of establishing new channels should also be considered, including the loss of not using the original distributor.
Fourth, develop and maintain the old and new channels to the risk factor.Risk factor in this context refers to when establishing new channels may bear the risk of future losses and maintain channels of the possible consolidation of existing customers bear the risk of loss ratio, the risk factor is greater than 1 means that the unstable future market gains,should follow the old channels, the risk coefficient is less than 1 means that the potential development of new channels will be the channel may consider the development of new channels.If the establishment of the high cost of new sales channels and risk, it certainly insisted on sticking to the old channel, if the establishment of new sales channels and low cost but the risk is low, new channels of course, is the best option, if the cost of one high and one low-risk situation occurs,to the camera acting, to make the right decisions.
Selection of old and new enterprises in the development of channel strategy, in combination with the status of their business and market, through a comprehensive assessment of various situations in order to select the answer to come to positive solutions.