深度分销在这找不到北（Deep distribution cant be found here）.docVIP

深度分销在这找不到北（Deep distribution cant be found here） At present, the development trend of FMCG channel differentiation, chain supermarkets and hypermarkets and other new channels in the rise of the one or two market, so that the concentration of channels is getting higher and higher. And in the three or four market, traditional channels still occupy the mainstream channels, dealers have irreplaceable value and competitive advantage. Although the overall sales volume of the three or four market is large, the market is large, the consumption is not concentrated, and the logistics distance is far. Combining with the characteristics of fast moving consumer goods in large quantity, less profits, short shelf life, usually the channel construction of the mode of thinking, here is likely to congenital deficiency of hematopoietic function, is the so-called born: orange Huainan, Huaibei was born in orange. Emphasis on flattening. Reform thought: There are too many links in the three or four market channels, resulting in inefficiencies and exorbitant costs. The solution is to flatten it, reduce the channel links, and use less funds and resources to make a larger market network. Case: A company is a medium-sized beverage enterprises, the annual output of 150 thousand tons, of which the price of 12 yuan / piece below the low-end products accounted for 80%, mainly sold to the market in three or four, as part of a group of channels (municipal), group two (county level), three (township). Because the product grade is too low, the profitability of the enterprise is very weak, and the development of the enterprise is in trouble. In order to change the status quo, A enterprises to find a consulting company for diagnosis, the conclusion is that the channel narrow and narrow, resulting in inefficient channel, the profits are blocked by a number of links, resulting in no competitive advantage. Consulting company proposed a set of programs, that is, through the promotion of new products, chan