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rodela358868
Apr 07, 2022
In What's your story?
In this article, the author elaborates on the highly competitive multi-channel Chinese retail market, including which channels are currently more preferred by brands, hoping to inspire you. First of all, what is the FMCG industry in a literal sense? ——That is, the products with faster product update and development. The channel is the circulation route of the product, that is, the manufacturer's product leads to a certain social network or agent and sells it to different areas to achieve the purpose of sales. And based on the existence of such products, we will talk about which channels are used to sell products today, and that is the content of today. content: Chapter 1: Introduction of existing channels (detailed description of the highly competitive multi-channel Chinese retail market, including which channels are currently more preferred by brands);Chapter 2: One of the job title email list two major channels of new retail - Ali Retail;Chapter 3: The second of the two major channels of new retail - JD.com's new channel. This is the first chapter, let's take a look at it together:1. A brief introduction to China's retail market channelsFirst let's take a look at this picture: Starting from the far left, the brand side of the manufacturer, our brand side will sell the goods to the dealers, and the colleagues of the dealers will sell the goods to the distributors, then such a progressive relationship will sell my goods. To distribute to different channels, then we will have different gameplay for different channels. Mainly divided into three categories: 1) The first category: direct supply channels For example, manufacturers can directly sell goods to international KA (KA is the abbreviation of Key Account, which means key customers), such as Wal-Mart and Carrefour and other customers, then this is what we call direct supply, which is directly supplied to customers. 2) The second category: dealer channels Our supply can be supplied to national and local KA, such as some of the more well-known local retailers. 3) The third category: distributor channels The supply of goods can be supplied to chain convenience stores, cosmetics, mother and baby stores or single stores, husband and wife stores, special channels, etc. Of course, there is no limit to the complete one-to-one as in the past, and there will be many-to-many situations, so this will also see that the specific plans of different brands will also be different, so everyone will also be based on Plan for the areas you will be involved in in the future. Whether it is international KA, national KA, or various channels such as chain convenience stores, we all hope that the goods can be sold to consumers, who can directly appreciate the value of the goods and repurchase. Therefore, the most downstream products should be consumers, which is why major brands pay great attention to consumers' preferences and preferences, because they are the final channel for purchasing goods. Based on this model, we have also derived a lot of new channels, including e-commerce and micro-business. From the perspective of e-commerce, it will include Alibaba and JD.com. Wechat business, that is, selling on WeChat, is also a new channel. Although people have mixed reviews on different channels, their existence is reasonable and there is demand. Therefore, we have mentioned more and more channels to interact with consumers at the beginning, so as a brand side, we will not say that we only choose a certain channel to sell, and the growth of single-channel business Opportunities are relatively narrow. We also hope to have diversified exposure through diversified channels, so that consumers can see our products anytime, anywhere.
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