In recent years, the reference channel, distribution, to hear the most is the depth of the distribution.

Well, who can define the depth of this distribution?

Understanding of different views are different, I believe that is the depth of distribution channels by reducing the level of sales targets will be the focus of subsidence or sinking of channels to enhance business-to-channel control, and expand the coverage of end markets, thereby enhancing opportunities for customers to buy rate of sales patterns, depth distribution is also often referred to as "channels of precision farming."

Coca-Cola, Wahaha are the operation of the depth distribution of a master, so the product "can be seen everywhere"; a result, China's entrepreneurs, as the depth of distribution as a "panacea", the operation started, but never after, not small entrepreneurs speech, "This stuff is not fun, or do I channel it."

What is the reason for them from the pursuit, to give up more than ten years after the author's experience in market operations, to make the following point of view:

First, there is nothing wrong with the depth of distribution, not everyone is suitable to the operation of enterprises.

Second, the depth distribution of the high rate of success is the fast-moving consumer goods industry;

Third, the depth of distribution is key to the success of their own strength;

Today, I focus on strength from the business about.

The first strength: Product power!

1, product quality.

4P is the first product is the key to business survival;

Quality is the foundation of survival is to take off the brand, consumer awareness is a prerequisite for you;

Enlarged that the quality is enterprise's life!

Qin pool down because the quality!

Kentucky Fried Chicken, McDonald's gets better, because they are depending on the quality of life!

Haier refrigerator will be smashed to pieces failed, unable to repay the loans from a small factory to become the forefront of the world's now a refrigerator manufacturing company;

Sany Heavy Industry using a sledgehammer failed components, the final "hit" out of line with the standards of quality, "smashed" a bigger market and a strong brand.

Samsung Lee Kun-hee will fail phones, Samsung's Road from the glorious path;

... ...

Therefore, you should know the importance of the quality now?

2, the product packaging.

Packaging is also very important! "Man on clothes by saddle horse" is the description here.

Hand in hand with the product packaging can not be separated, in the commercialization of today, have a good package, equivalent to entering the market have a beautiful smiling face! , Which as a commodity "first impression" to enter the consumer's eye, from the shelves of an array shown to process and attract the consumers.

A survey shows that nearly consumer product packaging in accordance with the decision to buy. Unique packaging of goods so that consumers have access to psychological, emotional satisfaction, thus affecting the purchase and use of consumer products.

Social development, packaging, marketing has become a powerful weapon for competition!

With the rapid economic development and continuous improvement of people's living standard, as well as the concept of people's thinking and changes in aesthetic taste, packaging also a new trend.

Therefore, the entrepreneurs, we should pay attention to the packaging of products to meet consumer's aesthetic taste, so that further enhance the competitiveness of their products!

         The second strength: channel power!

1, distributor (or agent).

High-speed development of society today, homogeneity of products more and more serious, a good product, not a single channel, not a manifestation of the realization of the value of the exchange, so it goes without saying the importance of channels.

Because the channels, Lenovo embarked on a "big think" the road.

10 In recent years, the association never stopped the construction and improvement of channels of channels, almost every year there will be some small improvements in every 3-5 years there will be a big improvement, we take a look at the reform of his right channels.

Prior to 1994, Lenovo in the first-level channels, channel capacity is only a simple distribution and back respectively; the final flow of the product almost no understanding of the characteristics of consumer demand on the lack of certainty in the extensive channel, low function of the primary

1994 -1998, the Lenovo channel to reach the second level. At this stage, Lenovo give up the direct marketing, focusing on distribution. Constantly optimize the channel structure to channel flat and close associations and business ties between dealers and mutually beneficial relations to form a "community of interests", to avoid channel conflict vicious. During this period, as a result of PC market capacity to an average annual growth rate of 40-50%, the external situation was very good, "Big Legend" was the development by leaps and bounds.

1998 -2001, the Lenovo channel to reach the third level. The largest at this stage is characterized by "the level of information channels," increased dramatically. Lenovo is not a direct agent with two transactions, but also the beginning of the exchange of information, Lenovo has begun to customer needs more understanding of the breakdown; At the same time, Lenovo began extensive direct distributors at all levels to provide technical, training and marketing and other support.

Since 2002, accompanied by the technical transformation of Lenovo, Lenovo develop into the fourth level. Channels enriched the connotation of the integration of Lenovo and distributors continue to deepen the cooperation. In order to tap greater customer value, Lenovo and strive to improve the technical content of the channels so that channels from the "hard" to "soft", to provide customers with more value-added services and systems integration services. Lenovo sales channels and strive to open up competition in the same cycle of products, set foot on the road of value-added synergy. This stage, Lenovo has begun to subvert the ability of Dell as most of the competitors, so the channel improvements Lenovo has targeted considerable.

We can see that Lenovo rely on its huge number of channels to create value; in today's market, more and more and more enterprises attach importance to the construction and development of channels;

As distributors (or agents) is one of the most important channels for part of the flow of the market as a product of the reservoir, or interim storage, the role of irreplaceable!

2, point-of-sale terminals.

Point-of-sale terminals that we often likened to sell the consumer's point of contact.

Point-of-sale terminal can be a super-business may be retail stores, canteen, and even roadside stalls; which enterprises play a promotional image, communicate directly with an important part of consumers.

Coca-Cola in China up to the end of millions of point-of-sale, so that customers can purchase a timely manner to facilitate the purchase, it - can be seen everywhere! This is the highest state of the depth distribution.

Summary:

We should not blindly do what the depth of distribution, I suggest that the entrepreneurs, the most basic first Enhancing their products, and channels of power.

Even the quality of your products are, you first and foremost task is to keep your job - improving quality, it is the life of your business!

Your product dealer in a region are not connected, you also talk about the depth of distribution, your work is first and foremost - to establish dealer network, so that products are a transit point, have a place to "rest";

If you are building a dealer, sound, and you can consider the depth of distribution, that is an extension of your products and consumer contact contact - the products allocated to point-of-sale terminals.

I think this is the correct logic.

Scholars is not impossible, but we know that due to the understanding of their fruit, do not mind to be a non-follower, imitator.