渠道 比较优势和机会优势（The channel of comparative advantage and advantage of an opportunity）.doc

渠道 比较优势和机会优势（The channel of comparative advantage and advantage of an opportunity） China sports clothing supplies market is under channel integration forces, into another round of the game. The protagonist of the game has evolved from a dispute to the local sports brand vassal, the two elements of the war is the brand and channel. This round of the outcome of the game is to ignore the channel control ability of the brand, in addition to face from competitors, consumers and suppliers also face pressure from outside, with a large power retailers pressure. They may be in the terminal extrusion, may be weakened, the acquisition, integration or even be eliminated, which is called the Chinese sports clothing brand after the Warring States period. Chinese sports clothing industry, because of the low starting point, is basically completed the initial stage of growth in the traditional marketing way. Domestic brand channel marketing model is proprietary and dealer agent two, and the terminal channel is presented by the stores, shopping malls counters, multi brand shop mode. At present, due to several large retail groups involved, the integration of the channel gradually surfaced, more and more clear. The future will channel to several retail group seized control, although there are shops, shopping malls counters and brand shop mode, but also (large) due to the efficiency of consumer demand and retail stores need to be optimized, and the retail group for its own retail brand building needs, the store will continue to be integrated to replace the store the control and management of the channel, has undergone substantial changes. Over the years, the local brand is basically a brand with hundreds of agents, and the agent has a strong brand weak situation. Without the possibility of negotiations between brands and agents, with the single agents or distributors caused by the disparity in the strength of brands is basically in accordance with the formulation of the rules of the gam