Mengniu brand-building shops and fast channels for consumer goods hidden rules.doc

 PAGE \* MERGEFORMAT 8 Mengniu brand-building shops and fast channels for consumer goods ‘hidden rules’ Large manufacturing enterprises to control the desire for a long time the downstream channel. Although the construction of a store into a store and sometimes more than the ‘threshold costs’ must be low, however, ‘delicious cherry tree planted difficult’, the current market in China, where not a single fast moving consumer goods manufacturing brand has successfully established the brand of franchise chain stores (channel brand), and even such as Taiwan reunification of the establishment of 7-11 chain of convenience stores there is no case of the downstream extension. In the durable goods field, Haier’s direct control terminal mode, a joint venture Gree manufacturers are operating their own retail channels, success stories, for Haier, Gree to maintain market competitiveness played a key role (Haier, Gree can Suning, State United States and other stores retail speculators say ‘no’). The usual channels of fast moving consumer goods strategy has three winning breakthrough: one for the modern retail terminal, the second is to grant Fat channels, three are small terminals, any brand as long as a breakthrough in the three years to obtain any advantage can be a successful blowout sales. Durable goods can be achieved through self-built terminal brand sales goals, as previously mentioned the US’s 100 4S shops program, TCL’s ‘well-being of the village’ plan, Haier’s 200 air-conditioned stores and 300 franchised ice bar experience, shop plans, But the rapid adoption of consumer goods, specialty stores, achieved sales of self-built fast-blow is impossible. The basic reason is faster consumer goods, consumer goods and resistance to self-built retail terminals have different critical success factors (KSF’s), product consumption between the two properties is different: faster consumer goods is a one-time consumables, consumers of the brand’s quality (not the quality of p