In the sales behavior, the existence of channels determines the life and death of the company. As a company, it should not only need channels, but high-quality channels. If the channel quality is not good, the company will be like a fish losing a pond. It will be very difficult. They are struggling in the market, and in the end they may not get their own goals.
We can see a strange phenomenon. Some brands in the market have not very long product lines and not very strong brand power, but they can be seen everywhere in the market and have considerable sales, while some seem to be Influential brands are just living tepidly in the market. Why?
The reason lies in the deviation of the brand's channel layout and design, especially when small brands are lacking in resources, how to do a good job of channel design and make a big market?
1. How do small businesses find channels?
Consumers' active purchase ultimately determines the vitality of the product, and whether the channel allows the product to flow determines whether the company can survive and develop.
Some brands in the market that we usually don't pay much attention to are very active in the channel and are in a state of healthy growth every year. This can't help but let us think about it. In fact, small brands have many disadvantages, but small brands also have their own advantages. They are easy to change and can quickly change with the market to adapt to consumers' needs. This is conducive to the survival of the company. In fact, nothing is more important than survival.
Therefore, at the beginning of the company, I do not recommend investing most of the financial resources in product design and development. As a new brand, there is no market awareness. How to push the product to the channel The market is very laborious, and price is the simplest and most effective method.
How to choose a dealer and what kind of dealer is suitable for the enterprise is not easy. When many small brands enter the market, they are rushing to the hospital. No matter what channel or distributor, as long as someone accepts it, they will cooperate with them. Channels that can generate benefits are willing to distribute, and channels that cannot generate benefits are also operating. In the end, there is no marketing channel for stable cooperation, and as a result, the brand has entered a dead end.
Therefore, in order for small brands to survive and develop effectively, they must choose a distributor with a product consumer group when choosing a distributor. If there are any, you can also look for it in reverse, that is, find your own consumer group first, and then follow this The line finds the channels where target consumers often buy such products, and thus confirms the channels.
2. How do the advantages of the product make the channel tempted?
Products need channels to circulate and ultimately deliver to consumers. Channels need good products to make the channels more stable. Products and channels are indispensable to each other. Good channels make products craze. Similarly, good products are the first choice for high-quality channels and distributors. Small and medium-sized brands often cannot match the channel resources they want in channel planning because of the weak brand.
Therefore, if small and medium-sized enterprises want to have their own long-term development path in the fierce market competition, the product must be the center. This requires companies to consider the needs of consumers when designing products, and more importantly, consider which channels they like. For a type of product, when we determine which type of target group our product is to be sold to, we must characterize our distribution channel characteristics, and then adjust the product around the channel.
The process of dealers distributing products is the process of pursuing profit maximization. Every brand has its shortcomings and advantages. Small and medium-sized brands can find out the shortcomings of such channels, use their own product's comprehensive advantages to make up for the weaknesses of the channels, and finally let the distribution Merchants regard this as a must-manage brand. At the same time, small and medium-sized brands continue to optimize their products, making products a weapon for channel development and market development, and earning considerable benefits for the channel.
When products become an inseparable part of the channel, the channel model of small and medium brands will have a mature system and development will continue to accelerate.
3. How to improve the channel's self-driving force mechanism?
In order for small and medium-sized brands to gain the favor of channels, in addition to a sound positioning model for products and consumer groups, the most important thing is to have a good sales mechanism, especially a mechanism for channels and distributors to advance themselves.
In the later operation of small and medium brands, it is impossible to have strong resources to put on the market. As a channel whose commercial essence is profit-seeking, cooperation will inevitably lose confidence and motivation in small and medium brands, and eventually force products to slowly withdraw from the market.
Therefore, if small and medium-sized brands want to achieve sustainable development of their brands when their advantages are not obvious, they must have good channel strategies, such as adopting a dealer’s shareholding mechanism, allowing dealers to order the products they need, Allow them to adopt some operation methods that the big brands disdain to participate, or are afraid of damaging the corporate image, and so on.
to sum up:
Survival and development, first of all, there must be a way to go, and there must be a way out. Survival has always been hardships full of confidence. If small and medium-sized brands want to survive and develop, they must grasp their own corporate characteristics, design attractive operation plans, and finally replace the vacancies in channel operation, earn benefits and new development models for the channels, in order to achieve rapid growth in the channels for themselves Find your own way.
