2012- channels new revolution.docVIP

 PAGE \* MERGEFORMAT 9 2012: channels new revolution Our circulation area are taking place and will continue to undergo profound changes, we can call it a “revolution”. Channel revolution impulse The reason why the revolution occurred mainly three areas of opportunity and reason: First, a new generation of consumers walked onto the stage. “70”, “80” as the main representative of relatively older than their consumers, they belong to the high cognitive type customer: more autonomy, more personalized needs require higher quality of life, life experience more rich, delicate, pay more attention to the aesthetic and spiritual values, more in-depth understanding of the value of goods and clearer judgment of the product cost, the higher the degree of rational decision-making, self-identified purchase behavior ratio is higher, rights The awareness also stronger. The same time, in the choice of channels, they pay more attention to convenience, more accustomed to shopping via the Internet. 4C theory (marketing customer needs Consumer, two C cost Cost, convenience of Convenience and communication Communication needs and convenience, them be truly embodies. Second, the existing the channels industry itself, there are many problems and defects. 1. Traditional business forms (such as department store merchandise rate increase is too high, that the difference between the purchase price and the retail price of the commodity. Apparel products, point deduction is often as high as 20% or even 40% or more, which will inevitably push up commodity price. This year, many consumers found in large department stores, clothing, shoes, and other commodity prices are very expensive. Mall fare rate is too high, leading to some shopping malls into a vicious circle: high commodity prices, decreased consumer willingness to buy, sales decreased in order to maintain sales, suppliers are forced to charge higher prices, or reduce costs, reduce customer utility. mall fare rate is