End of a toothpaste brand Gong Lue.docVIP

 PAGE \* MERGEFORMAT 15 End of a toothpaste brand Gong Lue 1: Preface With the urbanization process in China accelerated in the rapid increase in medium and large urban population. From the corresponding cities and towns in the large and small terminals (including large stores, small chain of convenience stores, etc.) more to open more retail terminals Yetai has become increasingly enriched; retail terminals to occupy the entire channel sales the proportion is growing. According to the information: the retail terminal proportion of the total channel sales in 1998 to 8% has jumped to 2003, 26%; and this trend will be more rapid. In these channels, the intense process of change, to change the original flow of fast moving consumer goods companies focused on how the product line, sales model, profitable transition to the terminal operators have become each company, especially in the domestic fast moving consumer goods business is an important study. Here is a domestic toothpaste in Guangdong enterprises in the Shenzhen A circulation mode of operation by the terminal operator to change the mode of operation of the practice. II: Background and Current Status of corporate and brand A company is a manufacturer of toothpaste, old and famous state-owned enterprises, their production A-brand toothpaste in the national market, particularly in the Guangdong market has a good market foundation. However, due to long-term A brand in the country’s sales are in the main distribution channels, few input costs and energy-to-end market, resulting in terminal sales channels, particularly in the national K / A This is a store in a semi-paralyzed state. Shenzhen market, for example, analysis of their market performance and sales model, there are several worth looking appearance. 1, the product of poor performance in the terminal A product of the retail terminal in Shenzhen, the performance of a broadly representative, summed up the following points: ① terminal small proportion