冷饮渠道变革之我见（My view on the change of cold drink channel）.docVIP

冷饮渠道变革之我见（My view on the change of cold drink channel） In 2000, I took the university graduation vigor and the future vision, joined the domestic large-scale cold drinks A enterprise sales department, became a marketing man. After three months of workshop process internship, embarked on a cold drink journey to Shenyang. The Northeast market, has always been known as the devil beverage industry market, here have a certain size, and to the regional brand national campaign is Deshi Shenyang, Siping Hongbaolai, Harbin Huayi, and has a certain influence in northeast region brand has Yachao, Xing Li, Kaiyuan on Sunday, more than a dozen other prosperous. Hundreds of small factory. Only a small town of less than three hundred thousand people in Kaiyuan, the accumulation of spark brand cold drinks production line more than 70, dozens of small factories, it can be seen that the cold drink competition to the white hot situation. As the largest city in Northeast China, the annual capacity of cold drinks reached 1.5 million tons, and the throughput of the whole province of Shenyang reached more than 3.5 billions, becoming the most competitive market for the manufacturers of cold drinks in Liaoning. A enterprises in Shenyang channel model is a group of businesses, Shenyang city terminal and other customers from a group of distributors. Because of the customers investment transfer, energy dispersion, operation level is reduced, and the A enterprise product momentum is not strong, resulting in cold drink has been in low state in Shenyang sales, annual sales of less than 6 million. In order to change the status quo, A enterprises carried out the first change of channels. First, the office direct mode + a batch of distribution system. A enterprises have set up offices in early 99 years, when the office is also limited to a number of services, is responsible for monitoring the market, reserve products, guide a business operation, business sales, with a number of operators decreased,