No hard and fast channel mode.
Sometimes it "look back," are inevitable, the key point is, you can repeatedly, but can not be repeated.
No hard and fast channel mode.
In practice, a further channel for a company operating experience has indicated that such a market reality: controlling the market to become a "good horse", need to go back and need to eat, "back to grass."
Just, "look back," have to eat fried Qiao, eat artistic.
Return to the old way
In March 2004, Gree air conditioner is the country the United States across the country after clearance, there are a lot of people are waiting to see Griffith's "joke" - to see the first major home appliances Gree lost retail stores nationwide, against the "flow" The line brought the sales and brand damage "joke." Although Gree has more than 13,000 agents across the country and a strong network of stores, "a joke" or pass out. However, the "joke" is: Gree by agents involved in this, they entered the country the United States.
Before 1999, Shanshan suit with a large staff on a million self-employed sales network, Zeng market share for seven consecutive years ranked the first, after 1999, Firs by withdrawing the original Fengong Si Quan Bu and to transform them into a franchise business, and through the main franchisee to sub-regional management and development of sub-franchisees, etc. approach, carried out a channel change. However, this change eventually because of the control channel and the market decline and other reasons, changed out the Firs suit the market place first. To the beginning of 2005, want to restore its former glory Shanshan had to change channels again, by banning some of the poor quality and performance of the main franchisees, own management company, and take in Beijing, Shanghai and other major regional centers from opening two to three flagship stores and other measures, there are signs of a return channel for self-employed.
In December 2003, Acer founder Stan Shih retired surgeon in person before the Mainland market channel changes, the macro will Quanguozongdai into a region's total generation of the model, but it did not bring up sales quickly. Correspondingly, the macro's old rival - ASUS, but through cooperation with Digital China, the first time in mainland notebook sales surpass macro. This allows the channel before the macro begun to adjust its strategy. To the end of June 2005, the macro China headquarters to confirm the company is planning a new channel change, to be the recruitment of two national distributor in mainland China, regression Quanguozongdai mode.
These are typical examples of the channel repeatedly. In fact, apart from Gree, Shanshan, Wang addition, there are many around us such a return channel for the case of the old way, such as China's first direct to get the pilot license Avon, store seven years after the transition, direct sales in the Chinese market in turn restore the main industry; in large-scale thin channels, the self-monopoly channel again, "bloated" TCL-up only, TCL is the third or fourth grade market entry point, an official involved in home appliances market chain stores do.
Longer follow the "old road" for the sake
So many companies are repeated through the channel to return to the old way, in general, there are a few reasons:
1. The existing channel model is not better than the previous model for their own channels. This happens often, and a weak business has a relationship channel assessment. For example, a toothpaste brand previously used in relatively narrow channels, and later catch on the progress of the pharmacy, oral care specialist or even the bookstore, but after a period of time after the operation and investment and found that these channels are not appropriate or difficult to do their own up, so he cut a new channel, return to the original main channel; another example, the depth distribution of the blind will to a large number of "excessive" depth distribution and can not afford the high cost of business, have the right to the original by distribution patterns.
2. The current problems caused by channel model needs to learn to solve the previous channel mode. For example Shanshan suit in 1999 that channels change, the division into a franchisee, there has been a sharp weakening of channel management and control issues. In order to solve these problems, increase self-channel (service) is an effective and important part of the means.
3. The existing channel model is because the market belongs to the relevant policies of the restrictions, had to abandon the use of channel mode. With the policy of opening up and return to the original channel model as possible. Example, has about 8,000 stores nationwide opened the Avon, with direct legislation and direct sales in China to obtain a license, this enterprise in turn return it has been going on in China a hundred years of history in the direct channel model.
4. Respond to commercial distribution, power and commercial capital strategy. For example, we talked about earlier, Gree and out of the case from the States United States, in the case of this category.
In addition to the above, plus two factors led many enterprises have channels repeatedly.
5. Enterprises lack strategic planning ability and integrity. For example, around us there are many such enterprises: they had promised not to distributors small point deduction rebates, advertising, promotions and other market support for its return policy, but did not achieve the desired product market income and capital chain problems and so on, can not or do not want to honor to honor the original commitment, and finally death in the development of a dealer, a dealer, and then the death of a dealer, a dealer in another back and forth.
6. The product life cycle and growth stage companies reflection. The vast majority of the limited strength and capacity of enterprises, import their own products in the market and growth stage business often need the help of his channels of fast and broad product penetration. Once their backs very up, child grew up, they will most control channel and the market as their own pursuit of self-channel, but products into recession, while the company's new products when there is no cultivated , may be due to the lack of adequate profitability and cost affordability of the reintegration of his business channel.
Repeatedly does not mean to repeat
"Look back," how to eat?
According to sources like the previous model? However, the channel model in the previous problem will remain unresolved.
All existing dealers will cut, otherwise the selection? No, the existing distributors there must be something done a good job.
If the channel is set off repeatedly on the campaign feasible? No one had channels that repeated experience of corporate managers, said: This thing was ready to do first rainy day, one must first find out the dealer's inventory, to prevent the rejection goods retaliation; 2 to find the total distribution received disc in order to avoid market succession gap; 3 to give the existing dealers to do grading distinction, in order to better treat them differently.
If you are planning channels repeatedly, should consider the following basic rules:
1. Anyone who thinks the channel be changed repeatedly copying the idea of the previous channel model, are wrong.
Because, there is the existence of two basic facts: First, the reason why the previous channel mode will experience changes because of its inherent problems; second, return to the old way channel, the channel environment may present some different from the past factor. For example, the decline or rise of major competitors, their products, brand influence, enhance or weaken, the strength of the market to support policy changes, etc., are all at play.
In other words, our channel again movement, should be subject to change, and more in tune with the situation repeatedly.
2. Again, not again, but to repeatedly in solving the problem.
Will be returned to the channel model in situ problems, we need to do to resolve them before repeatedly preparation; this channel will be repeated then moving to the interests of some people, to prevent their obstruction and retaliation, to reduce market non-normal volatility, it is necessary to find out their base, to prevent and ease the work.
3. Whether in repeatedly before, or after determining repeated all involved, "insisted."
Although the "plan did not change quickly," but the channel changes too fast, but it is taboo for all enterprises, and should be determined to avoid the. This is warned us, though we decided to change the channel might be hesitant, but made a decision, they should adhere to. While adhering to the best comment is: input and action, rather than holding a trial casual attitude, nor is fear in action first fear feet, do not be put into and addressed and resolved.
Of course, the risk of dealing with this issue and during the best way is to small-scale pilot.
4. Again in order to achieve corporate strategic objectives, rather than to meet short-term problem.
Lack of integrity, corporate strategy and resource planning deficit, should not be repeated behind the main melody channel. About the real sources of repeated, should be the strategic objectives of the enterprise. For example, we have to strengthen control over the market, strengthen the product's market penetration and market share, channel self, personal assistant marketing, integrated external and internal resources and the depth of distribution channels, etc., may once again be the reason our channel again.