Local store marketing breakthrough consumer brands in modern thinking.docVIP

 PAGE \* MERGEFORMAT 6 Local store marketing breakthrough consumer brands in modern thinking Chinese market distribution channels for consumer goods has undergone tremendous changes in recent years, Carrefour, Wal-Mart and other retail giants to enter the game changed the rules of distribution channels. Modern channels and traditional channels of operation strategy to become the great differences in local consumer goods companies face enormous challenges, high slotting allowance, endless promotions constantly tests the local brand of nerves, modern stores seem to constantly eat into a bottomless pit of corporate profits. Under high pressure in the modern shopping centers, many brands are spontaneously shouted a ‘re-traditional channels,’ the slogan of the traditional channels, product design and promotion. Personally think that this operation may be achieved in a short time stage victory, but will not help regain the brand in the channel game disadvantage. With the urbanization process in order to foresee the future for the consumer goods industry (especially when consumer goods) must be the main channel of the modern channel. If the domestic brands do not rapidly adapt to modern channels of rules of the game, then the future of global brands such as Procter amp;amp; Gamble and modern stores, under the dual pressure outcome can be imagined. Meanwhile, the rise of the modern channels of traditional marketing theory system has also created a shock in the traditional 4P theory, the channel is just a marketing tactic. In the context of traditional channels, consumer goods companies can independently control the product, price, channel, promotion, four links. In the context of current channel, channel strategy, especially for the zero strategy has been elevated to a strategic height. Modern channels of discourse itself with sufficient power, will the company’s consumer products, promotional strategies such as to generate sufficient impact. Consumer products compan