Ali Baba 
In the sales behavior, the presence or absence of the channel determines the life and death of the enterprise. As a company, it should not be just a channel, but a high-quality channel. The quality of the channel is not good. The enterprise is like a fish that has lost its river pond. It will be very difficult. Struggling in the market, and in the end, not necessarily get their own goals.
We can see a strange phenomenon. Some brand products in the market are not very long, and the brand power is not so strong, but they can be seen everywhere in the market, with considerable sales, and some seem to Influential brands, but in the market, just live in a tepid, why?
The reason is the deviation of the brand's channel layout and design. Especially when the small brands are less resource-supplied, how to do channel design and make a big market?
1. How do small businesses find channels?
The active purchase of consumers ultimately determines the vitality of the product. Whether the channel can make the product flow determines whether the enterprise can survive and develop.
There are some brands in the market that we don't usually pay attention to. They are very active in the channel and are in a healthy growth every year. This can't help us think about it. In fact, small brands have many disadvantages, but small brands also have their own advantages. They are easy to change and can adapt to the needs of consumers as the market changes quickly. This will help the company survive. In fact, it is no more important than survival.
Therefore, at the beginning of the enterprise, I do not recommend that most of the financial manpower be invested in the design and development of products. As a new brand, there is no market awareness. How to push products to the channel? The market is very laborious and laborious, and the price is the simplest and most effective method.
How to choose a dealer, what kind of dealer is suitable for the company is not easy. When many small brands enter the market, they are in a hurry to go to the hospital. No matter what kind of channels or distributors, as long as they are accepted, they will cooperate with them. The channels that can generate benefits are willing to distribute, and the channels that cannot produce benefits are also operating. In the end, there was no marketing channel for stable cooperation, and the result was that the brand entered a dead end.
Therefore, in order to survive and develop effectively, small brands must choose a dealer with a product consumer group when choosing a dealer. Then, they can also look for it in reverse, that is, first find their own consumer groups, and then follow this Lines identify the channels through which the target consumers often purchase such products.
2. How do the advantages of the product make the channel tempting?
Products need channels for circulation and ultimately to consumers. Channels need good products to make channels more stable. Products and channels are indispensable. Good channels make products tend to be the same. Similarly, good products are the first choice for high-quality channels and distributors. Because of the lack of strength of brands, small and medium-sized brands often cannot match the channel resources they want in channel planning.
Therefore, if SMEs want to have their own long-term development in the fierce market competition, the products must be the center. This requires enterprises to consider the needs of consumers in addition to designing products. More importantly, consider what channels like. For a class of products, when we determine which type of target group our products are to be sold to, we must characterize our own distribution channel characteristics and then adjust the products around the channels.
The process of distributors selling products is the process of pursuing profit maximization. Each brand has its shortcomings and advantages. Small and medium-sized brands can find such short-term channels, supplement the weaknesses of the channels with the comprehensive advantages of their products, and finally let the distribution Merchants regard this as a brand that must be operated. At the same time, small and medium-sized brands continue to optimize their products, making them a weapon in the channel development market and earning considerable benefits for the channel.
When products become an inseparable part of the channel, the channel model of small and medium-sized brands will have a mature system, and the development will continue to accelerate.
3. How to improve the self-driving mechanism of the channel?
In order to get the favor of channels, small and medium-sized brands, in addition to the perfect positioning model of products and consumer groups, the most important thing is to have a good sales mechanism, especially the mechanism for allowing channels and dealers to advance themselves.
In the later stage of operation, small and medium-sized brands are unlikely to have strong resources to put on the market. As a channel of profit-seeking business, the cooperation will inevitably lose confidence and motivation for small and medium-sized brands, and eventually force products to slowly withdraw from the market. .
Therefore, if a small and medium-sized brand wants to achieve lasting development under the advantage of less obvious advantages, it must have a good channel strategy, such as adopting a dealer participation mechanism, allowing dealers to order the products they need, Allow them to take some big brands to disdain to participate, or to fear the damage to the corporate image and not allow the operation methods and so on.
to sum up:
Survival and development, we must first have a way to go, we have to go, survival has always been full of hardships. For small and medium-sized brands to survive and develop, they must seize their own corporate characteristics, design a tempting operational plan, and ultimately replace the channel to operate vacancies, earning benefits for the channel and a new development model, in order to quickly become their own channel. Find out your own path.
We can see a strange phenomenon. Some brand products in the market are not very long, and the brand power is not so strong, but they can be seen everywhere in the market, with considerable sales, and some seem to Influential brands, but in the market, just live in a tepid, why?
The reason is the deviation of the brand's channel layout and design. Especially when the small brands are less resource-supplied, how to do channel design and make a big market?
1. How do small businesses find channels?
The active purchase of consumers ultimately determines the vitality of the product. Whether the channel can make the product flow determines whether the enterprise can survive and develop.
There are some brands in the market that we don't usually pay attention to. They are very active in the channel and are in a healthy growth every year. This can't help us think about it. In fact, small brands have many disadvantages, but small brands also have their own advantages. They are easy to change and can adapt to the needs of consumers as the market changes quickly. This will help the company survive. In fact, it is no more important than survival.
Therefore, at the beginning of the enterprise, I do not recommend that most of the financial manpower be invested in the design and development of products. As a new brand, there is no market awareness. How to push products to the channel? The market is very laborious and laborious, and the price is the simplest and most effective method.
How to choose a dealer, what kind of dealer is suitable for the company is not easy. When many small brands enter the market, they are in a hurry to go to the hospital. No matter what kind of channels or distributors, as long as they are accepted, they will cooperate with them. The channels that can generate benefits are willing to distribute, and the channels that cannot produce benefits are also operating. In the end, there was no marketing channel for stable cooperation, and the result was that the brand entered a dead end.
Therefore, in order to survive and develop effectively, small brands must choose a dealer with a product consumer group when choosing a dealer. Then, they can also look for it in reverse, that is, first find their own consumer groups, and then follow this Lines identify the channels through which the target consumers often purchase such products.
2. How do the advantages of the product make the channel tempting?
Products need channels for circulation and ultimately to consumers. Channels need good products to make channels more stable. Products and channels are indispensable. Good channels make products tend to be the same. Similarly, good products are the first choice for high-quality channels and distributors. Because of the lack of strength of brands, small and medium-sized brands often cannot match the channel resources they want in channel planning.
Therefore, if SMEs want to have their own long-term development in the fierce market competition, the products must be the center. This requires enterprises to consider the needs of consumers in addition to designing products. More importantly, consider what channels like. For a class of products, when we determine which type of target group our products are to be sold to, we must characterize our own distribution channel characteristics and then adjust the products around the channels.
The process of distributors selling products is the process of pursuing profit maximization. Each brand has its shortcomings and advantages. Small and medium-sized brands can find such short-term channels, supplement the weaknesses of the channels with the comprehensive advantages of their products, and finally let the distribution Merchants regard this as a brand that must be operated. At the same time, small and medium-sized brands continue to optimize their products, making them a weapon in the channel development market and earning considerable benefits for the channel.
When products become an inseparable part of the channel, the channel model of small and medium-sized brands will have a mature system, and the development will continue to accelerate.
3. How to improve the self-driving mechanism of the channel?
In order to get the favor of channels, small and medium-sized brands, in addition to the perfect positioning model of products and consumer groups, the most important thing is to have a good sales mechanism, especially the mechanism for allowing channels and dealers to advance themselves.
In the later stage of operation, small and medium-sized brands are unlikely to have strong resources to put on the market. As a channel of profit-seeking business, the cooperation will inevitably lose confidence and motivation for small and medium-sized brands, and eventually force products to slowly withdraw from the market. .
Therefore, if a small and medium-sized brand wants to achieve lasting development under the advantage of less obvious advantages, it must have a good channel strategy, such as adopting a dealer participation mechanism, allowing dealers to order the products they need, Allow them to take some big brands to disdain to participate, or to fear the damage to the corporate image and not allow the operation methods and so on.
to sum up:
Survival and development, we must first have a way to go, we have to go, survival has always been full of hardships. For small and medium-sized brands to survive and develop, they must seize their own corporate characteristics, design a tempting operational plan, and ultimately replace the channel to operate vacancies, earning benefits for the channel and a new development model, in order to quickly become their own channel. Find out your own path.
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