FMCG channels and distributors manage change.docVIP

 PAGE \* MERGEFORMAT 11 FMCG channels and distributors manage change This article will discuss our work with you to change the channel faced by some of the dealer management problems, and recognize it and resolve it. Enterprises have differences, but our channels and distributors are very similar, I believe, dealer management in common is greater than product differentiation in nature. First, let us look at channels. Products, sales channels, its past, present and future. In China, there are many special conditions, I always get to foreign owners do not know what is on the two wholesalers, why should set up two wholesalers; they will be surprised to learn that your eyes wide open asked why China’s largest K / A Lianhua Supermarket was accounted for China’s retail industry is so small so small so small, a little bit of sub-quotas? The father of modern marketing Philip Kotler’s marketing theory in China, of course is also common, but the channels and distributors in China, so the management, we must have a Chinese perspective. Many of the world’s top 500 consumer products companies in China distributor management, does not have been successful - and even at times, but also very thorough failure. Because the American experience, European experience or experience in Southeast Asia does not necessarily do the same in China. A channel change Let’s take a look at change in China’s channel bar. Talking about the Chinese market or the Chinese channel, I have always felt a firm, the Chinese market must be multi-level perspective to study. China there are at least three very different markets: central city market, 34 cities and towns of the markets and rural markets. These three markets can even be re-classified some fine they can even down to the east, west, south, north and central. But this is not the most important, I want to say is that the Chinese market is definitely not a size-fits-market, like every city has its own local mainstream brands of beer like. Rura