34 change in the situation of the challenges of market channels.docVIP

 PAGE \* MERGEFORMAT 15 34 change in the situation of the challenges of market channels First look at a case. A household electrical appliance manufacturers to a solid brand, industry leadership, and sniper scattered in towns hundreds of brand-name market, launched a low-end sub-brands - B brand, to focus on 34 market development. Upon receipt of the headquarters focus on the channel down, and vigorously develop 34 market orders, the new Island regional marketing to quickly launch an attack, will be under the jurisdiction of the new Island City, all six county developed a county-level B product wholesalers, a years down the sales by leaps and bounds. But the B approved products being developed counties, and conflict seems to have spread with the growth of sales, careful inventory down, there are a number of concerns: First of all, B-to-market, and in order as soon as possible in the fierce market competition, Li Zhu heel, using the brand channel A rapid spread, a few months, we have made so that competitors attention performance. However, the new Island region B products at the county level are mostly wholesalers, regional wholesalers, the core of A product distributors, channel a high degree of overlap, an urgent need to build a complex channel network, brand A and brand B channels separately. B product in the manufacturer requested that the focus of downward channel, the land grant in order to expand their own interests, to send their own business, and to seize the following townships in the good sales channel network, so that counties batch B products business confidence to decline. Two channels of a conflict of interest between the wholesalers, so that co-operation between the two obviously are no longer smooth; Second, the region’s most affluent urban areas closer to a new town away from wholesale channels of the living space is directly operated by the urban retailers Gome and Suning, and local large supermarkets squeeze, in order to further expand sa