建立社区销售渠道（The establishment of community sales channels）.doc

建立社区销售渠道（The establishment of community sales channels） Because plastic bags and bottled milk shelf life of only 1 to 3 days, the shelf life is short, the inventory risk and sales risks are great, difficult to adapt to sales in the popular retail channels, the majority of dairy enterprises to establish a special channel for this type of product, and carry out special sales, including the establishment of a Book milk station, milk, etc. associated with community grocery stores etc.. These channel development highlights a common feature, namely, the establishment of community sales terminals. This kind of channel in product sales outstanding pre-sale, pre-sale period of consumers in general for a month, and provides consumers booking number and variety, so that the risk of pre-sale product operation short shelf life to a minimum. If it is defined in terms of sales, this kind of community sales terminal can be called pre-sale sale terminal, and its service is more emphasized. First, the advantages of community channels 1. channel smoothness. The method of pre-sale enables the circulation of products in the channel is very smooth, not because of sales problems caused by product congestion in the channel. 2. good cash flow. As a result of pre-sale of products, enterprises can first get the advance payment of consumers into operation, enterprise chain can be sustained and smooth rotation. 3. channel closure. Most of the pre-sale channels are built by the factory itself or the form of brand monopoly. Therefore, the channel is exclusive and strong, which greatly interferes with the interference of competitive brands, and leads to stable prices and higher profit levels. 4. brand specificity. Because of the closure of channels and the emphasis on services, consumers entering such channels are more likely to recognize the brand they are buying and are likely to build loyalty. Consumer specificity of the brand also stems from the sale of the terminal and the existence of simila