Deep distribution is in front of us. With the continuous maturity and fierce competition in the market, the differentiation of the market and the individualization of consumer demand are constantly changing, and the competition among enterprises is more homogenized, products, marketing, advertising, promotion, etc. All levels are heavily homogenized. In a homogenous market, in order to gain a competitive advantage, it is necessary to jump out of the trap of homogenization. However, Chinese companies generally do not have the core innovation ability in terms of products and technology. Therefore, in order to jump out of homogenization, enterprises have put their eyes on distribution channels. However, the traditional wholesale distribution channels are relatively lagging behind, and they are extremely non-standard. It is difficult for manufacturers to cooperate and cannot achieve distribution efficiency more effectively. At the same time, modern large-scale stores are surging, making market competition more intense. In this environment, enterprises rely on the old channels to further increase sales; if they establish channels themselves, the capital and cost pressures will be greater than relying on distribution channels, and often fail to pay for them. Where should the company go? The deep distribution solution is in front of us. In-depth distribution is an effective market strategy and method that strikes the regional market through organized efforts, builds a marketing value chain, enhances the value of customer relationships, controls the terminal, and adopts a rolling cultivation and development market to achieve comprehensive market competitive advantages. In-depth distribution focuses on regional market first, vying for core distributors, controlling terminal networks and establishing corporate customer advisors, and focusing on the coordination and balance of the four interacting core market elements. The introduction process of deep distribution 1 “Select the model market, do the area first, then scroll copy†as the core means; 2 Build the marketing value chain, develop and compete for the core distributors, form a community of interests; 3 Manufacturers work together to control the terminal; 4 Second- and third-level market channels complement and synergy; 5 Enterprise efficient organization and customer consultants' protection; 6 Marketing system as a whole. The core means: the first in the region, rolling replication, do not want to easily boil the entire ocean! In any type of market, there may be regional markets with completely different marketing environments. In order to differentiate the marketing environment and status of each region in the market, it is necessary to selectively carry out in-depth distribution work, effectively concentrating all energy and resources to break through regional markets one by one. Before the company's deep distribution, the company evenly distributed its power in various regional markets, resulting in scattered power. All regional markets could not focus on development and attack, resulting in the phenomenon that the regional market ridiculed the big pot of rice. The overall sales would not go up. Focusing on the core regional market and concentrating all the power on the local, it is easy to make the local market work, that is, first make the core regional market into a model, and then, according to this method, copy the regional market and expand the results. The first place in many regional markets will ensure that the company as a whole takes the lead. The steps for “regional market first, rolling replication†are as follows: Step 1: Regional market segmentation: by comprehensive measurement of existing regional markets And inspection, according to the strategic objectives of the development of this market, The base city tastes the attack market and tastes the market characteristics of the three major cities in the market: market characteristics: the enterprise base camp market, large sales volume and high profit, reasonable product structure, good market operation management, brand influence dominates, is the core of the enterprise Profitable land; market operation: consolidate existing market share, increase barriers to entry for competitors, increase the degree of differentiation of products and brands, and invest resources in enterprises to consolidate; core tasks: focus on value growth, sales growth is Auxiliary. The main means of value growth is to further increase the value-added varieties and increase profits by adjusting the brand structure and adjusting the brand structure. The characteristics of the offensive market: market characteristics: large market potential, weak competitors, The strategic investment area of ​​the enterprise. Market operation: increase the market share of high and middle-end, and become an important challenger in the market segment. Core task: focus on the breakthrough of the middle and high-end market. Characteristics of the market: market characteristics: problems in the market (the whole industry The market capacity is not large, the company's own product line is chaotic, and the investment Out-of-balance ratio, etc.), but there is still market hope. It is the key strategic investment area of ​​the company. Market operation: increase market share, become the market leader, and develop to the model market. Core tasks: focus on sales growth, value growth As a supplement, improve market share. Step 2: Choice of the model market: Select the model market, that is, determine the model for the deep distribution work. The selection of the market sample market is selected from the three types of regional markets. The principle of “easy first, then difficult, trial production template; increase sales, steady progress†is chosen.
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