How to use the old channel of the new product.docVIP

 PAGE \* MERGEFORMAT 13 How to use the old channel of the new product With China’s traditional distribution into the bottleneck, the Chinese channel of the size of the wine business is undergoing an unprecedented channel integration and channel changes in storm baptism, liquor business channel architecture and patterns are earth-shaking changes, many manufacturers in order to retain market share, have adopted direct sales force, e-commerce, call center, direct mail, integrated composition of partners and distribution channels, channel mode. However, faced with an increasingly brutal market competition, firms partners - distributors are concerned that the transfer of distribution channels to other channels and had their own conflicts, so that the interests of damage, so the integration and transformation of this channel is full of worries and hostility. Many wine companies promote new products, are faced with major choices: only improve the existing channels to make improvements, or new, composite channel to replace it, or for different market segments need to design different channels to increase the channel number? So liquor companies launch a new product in the channel strategy often encounter two problems: 1) is the construction of new channels, or the use of existing channels? 2) The new product must be considered to use a new channel for innovation? How to integrate old and new channels? 2 combined into one, the author highlighted a confused marketing industry has long been an urgent need to solve the problem: how to revitalize the old channel? How to integrate old and new channels? New Products How to make good use of the old channels? How to burst the old channel of the greatest value? First, we must understand that what the so-called ‘old channel’, the old channels, one refers to the traditional wholesale liquor business under the system of distribution channels; Second, alcohol companies have formed a number of different levels of customer-level