Network channel is the Magic Weapon for the future Channel Strategy competition of sugar wine enterprises

The definition of channel in marketing refers to the specific channel or path for the transfer of goods and services from producer to consumer. From this level to understand that all can reach the consumer access are visible as a channel, therefore, the channel has the length, quantity, category and other attributes, different industries and enterprises based on the truth of the selection and layout of the channel.

Network Power business channel PK Traditional channel

As a sugar wine industry, because of its wide distribution of consumer groups, and most of the sugar wine products belong to the mass demand, so in the selection and design of channels, will be applied to the depth of distribution, intensive distribution, multi-channel distribution and other integrated models. There will be a large number of distribution layers and distributors under the general or total distribution, in the choice of wine channels, supermarkets, retail stores, restaurants, community convenience stores are included in the area of channel development. Through this channel design, to achieve a deeper distribution, so that the product to reach a more distant area and the most extensive consumer groups.

The traditional channels of this practice, although it can bring benefits, but also has its inherent shortcomings, that is, the extension of channel-level distribution front cause sales management and brand management more difficult, terminal sales price and management personnel cost is high, the manufacturer's market management system can not be thoroughly implemented and implemented.

But in contrast to the emerging network of electric power channels, through the network electric business platform can directly cover the whole of China up to 500 million of the Internet users, more than 100 million online consumers, as long as the Internet, can be in any place on-line orders purchase (regardless of logistics time and some regional logistics constraints). and network channel in the brand Communication management consistency, new products up and down fast, distribution level of control, distribution data statistics and analysis, terminal consumer feedback and online research, promotional information fast Direct, 24-hour access, etc. with traditional channels unparalleled advantages. If the sugar liquor enterprises can be well planned and used, and avoid weaknesses, network channels will not only be able to inherit the advantages of traditional channel sales, but also can effectively make up for the shortcomings of traditional channel sales.

Sugar wine Enterprises in the network channel does not have much achievements

Throughout China's network of electric dealers, from the 8848 Web site to today, the network is really in China's budding and development of not more than 10 years, and experienced a lot of industry trough and bubble baptism. Today, the basic framework of network sales channels has been formed. such as to handle, QQ-led group purchase channels; Pat Mall, etc., led by the enterprise business operators of the general business Channel, to the Beijing-east, when, Amazon and other led by the third party led the operation of the general business Channel, to take the show network, only product will, red children, such as the formation of vertical electric business channels; Telecom operators constitute a member of the electrical business and other types of network power channels. And with the development of network power, "network brand" has also been tied to the traditional brand to become the consumer market acceptance of the brand concept, such as where the customer prudential products are already well-known brands in the apparel industry.

For alcoholic enterprises, in addition to Jiuxian nets, but also to buy wine, wine network a few red liquor platform in recent years to do the wind, it seems that there is no wine brand manufacturers in the network channels of successful operation, sugar enterprises are also so. Compared with other such as clothing, cosmetics, luggage industry, sugar liquor enterprises in the electric business Channel planning, development and application of the obvious lag. Of course, the existence of these present situation not only with the sugar liquor enterprises themselves on the network and the lack of awareness of the use of the market, but also with the sugar wine industry consumption and buying habits, at this stage to see the traditional sales purchase mode is still the mainstream. But the sugar liquor enterprise should see the network electricity quotient, the consumption buys the pattern the development tendency and the transformation, based on the future, seizes the opportunity to formulate the development strategy! 0 brand Integration Promotion planning agency Lo Tiancheng that Nokia in the smartphone era has failed today is the future of sugar wine enterprises tomorrow!

The sugar liquor enterprise should be good at "circumstance" to the network electric dealer

To the market to sell, to the market to benefit, yes, sales at a certain level determines the life or death of the enterprise development, ask, who do not want to maximize sales? The starting point of channel planning is also based on this. The rapid development of network electricity quotient, is gradually affecting people's consumption habits, and the impact of traditional entity channels, a friend to do electronic products agent Sigh said, this two-year it stores more and more difficult to do, one of the important factors is the rise of the network electricity market, consumer choice tends to the network of electricity dealers. The current situation of it stores is a microcosm of the influence of the network electric dealers on the traditional channels. For the sugar wine enterprises, to maximize the use of channels, network electricity business is naturally not to be underestimated and overlooked important positions. But the liquor enterprise and the candy Enterprise in the electric business operation because the product attribute different has the difference, the most obvious difference lies in the logistics distribution difficulty degree. For example, liquor brands because of poor packaging or logistics process dumping behavior, resulting in damage to goods, some of the more expensive liquor brands in the transport process was switched, liquor products can not take the air routes quickly sent to the hands of buyers, and confectionery companies do not have this concern.

Of course, with the further standardization and improvement of the logistics market, as well as the support of the State to the development of the network electricity market, these problems will be solved gradually. For the sugar liquor enterprises, the real consideration is how to choose and plan the network Electric Power channel.

Selection and design of network electric business Channel in Sugar Liquor enterprise

In my opinion, the network electricity business channel can be divided into 2 types broadly, one kind is the network electric business platform type which the brand manages independently, one kind is the Network brand distributor electric quotient platform type. One of the brands of independent operators can be divided into enterprises from the construction of electricity dealers and third-party platform since the establishment of the electric dealers such as Taobao Mall. such as Jing-dong, when, handle, etc. collectively known as the Network brand electric dealer distribution channels. Sugar wine enterprises should be based on their own facts and reasonable choice and design network power channels, especially in the capital investment, organizational structure, number of personnel, channel quantity, sales pricing, etc., to plan gradually, do not rush, breath full channel to the end. Lo Tiancheng that the sugar wine enterprises in the initial planning of network power channels, relying on third-party distribution channels such as Chinese sugar Wine network, also buy wine, shop No. 1th, new eggs, etc., in the gradually familiar with the Electronic Business platform properties and have a certain team operation experience, gradually into the Taobao Mall and other platforms, the independent brand management, Finally, gradually transition to the self-built brand electric business platform. In such a network channel strategic planning ideas, since the establishment of brand electric business platform to form a direct marketing model, and the third party electric business platform has become a distribution model, the most total form of network sales and distribution channel development model.

Finally, the conclusion: for the traditional sugar liquor enterprises, the network power channel can only be used as a future channel competition strategy point to nurture, the reason for the above we have confessed that the traditional shopping habits are still mainstream, the electric business channel at present can only be as a useful supplement to the traditional channels. However, from the perspective of enterprise development strategy in the future, sugar liquor enterprises should actively plan and develop the network electric business channel, based on the future development trend, and gradually cultivate the future channel strategic competitiveness.