The traditional channel of antivirus software is in dire straits retail revenues have shrunk

In the past two years, antivirus software market near the crazy price war, almost let the traditional channel discount, promotional space disappeared. And by the manufacturer's own online business, has long been beginning to carve out the traditional channels of the past retail sites.　　Coupled with the growing market piracy and the impact of emerging channels such as internet sales, some of the retail market, the traditional channel of anti-virus software is in desperate straits. The traditional channel retail business has shrunk a few days ago, a company operating software products in Zhongguancun told reporters that the past accounted for nearly half of its sales of antivirus software business, now has shrunk to about 10%. And he now to antivirus software This business attitude, is also dispensable.　　He said that, in addition to the domestic current major manufacturers of the goods are too low the factor, the majority of manufacturers actually do not value their retail channels, because the manufacturers own online business and emerging channels have already replaced them. The fact is that, in the domestic anti-virus software market, almost occupy the personal user market most share of the rising, Jinshan, jiangmin Three manufacturers, are now in full swing to carry out their online business. Moreover, almost three manufacturers have used different ways to say that although the traditional channels will be affected, but this is the inevitable choice of the market.　　And the domestic mainstream anti-virus software manufacturers in 2005, its online sales and traditional channel sales accounted for is already 1.5:1, and its current sales situation, is already a large proportion of their own control of the online business. In addition, antivirus software manufacturers in the personal user market some of the sales model changes, but also began to stifle the traditional channel survival opportunities.　　Especially in the retail market more recognized boxed products, such as the current mainstream manufacturers of boxed anti-virus software, almost all in the major network shopping malls, the past regional market some price advantages have ceased to exist, and such as Jiangmin and other manufacturers, but also selected supermarket stores such emerging retail channels. The cost of channel maintenance is losing value. Several mainstream manufacturers have said that their main reason for online business is to deal with the rampant piracy problem, rather than to "Rob Business". A well-known anti-virus software manufacturer has told reporters bluntly, "Do not use Low-cost, free strategy How to fight piracy, the channel at the expense of manufacturers are the same." "But if the anti-virus software manufacturers to achieve the market interests of this point of view, their traditional channels seemingly unreasonable attitude is understandable." And their own business in the online business compared to the traditional sales model, on the one hand, the need to increase a variety of advertising, channel promotion costs, but in exchange for only scattered users, but through the Internet, not only to form a rapid coverage, the middle of the consumption will be saved to deal with the price war.　　And through the traditional sales channels to carry out price competition is more difficult, because the channel is the practice is to obtain at least 1/4 of the profit. In addition, traditional channels, especially the value of retail channels is indeed devalued, most traditional channels currently only have a sales priceValue。 For antivirus software, the traditional channel of the main sales means is to rely on discounts, promotions, through low-cost bulk shipments to obtain the manufacturer's return point. However, a software product from the general generation to distribution, profit at least to be divided by 20%. Plus sales outlets are relatively fragmented, and consumption will eat up a portion of the profits.　　But in the intense market competition environment, the channel discounts, the promotion competitive power once weak, will let the upstream manufacturer appear the huge market loss, therefore the market competition is fiercer the more fierce the manufacturer will choose the more control channel first, this also over the past few years traditional channel has been replaced by some new channels of reason. Compared with the retail market, the traditional channel with enterprise-level market resources is much better, while some regional market channel pressure is relatively small. Rising has said that their online business has little impact on the channel of enterprise-level markets, mainly because consumers are not the software but the service, so the traditional channels as long as the advantages of service, you can hold their own users.　　And tertiary city users to the boxed product approval degree is also far higher than the network downloads the product. Visible, anti-virus software products also can not escape the entire software market to "service" process, and the traditional channels if not in time to seize this opportunity, will inevitably be quickly marginalized in the near future. Although the current consumption habits of regional market households have slowed the process temporarily, the crisis in the regional market is also in sight.