Channel vacuum

Question 1 High-end products select low-end grocery stores as terminals At the beginning of brand establishment, in order to win the comparative advantages of competing products, Hualong Group put forward the slogan “Hualong Noodles, See Every Day” to position products in small and medium-sized cities and rural areas across the country. The mid- to low-end market puts its products in the mother-and-wife stores, small department stores, and grocery stores across the country.

In the process of brand development, Hualong effectively integrated its own advantages into the process of brand positioning, thereby extending a personalized brand, such as “mass”

Located in the vast rural market: "a well-off family" is located in the large number of working-class workers in small and medium-sized cities.

After the promotion of the brand was finally put on the agenda, in order to enhance the brand image of Hualong, in 2002, Hualong Noodle Group introduced Jinmailang and first proposed “Surface”.

The concept was first approved by the China Nutrition Society's DRIS standard, and it was one of the best in the instant noodle market.

However, in terminal construction, Jinmai Lang, a high-end product, chose a low-grade grocery store. The big dislocation brought about by this high contrast will inevitably affect the brand evaluation, and it will not be able to carry out necessary and possible extensions.

The problem that should not be overlooked is that when hypermarkets, big supermarkets, and convenience stores have suppressed the individual grocery stores (mother-and-wife stores), they have chosen a kind of deeds (necessary Hualong, as a low-cut instant noodles). End-brands have always been rooted in the vast rural market market, and thus become the third legion after Master Kong and Uniform.

However, it does not satisfy its own performance, and "entering the city" is an important strategic adjustment.

For companies such as Hualong, which rely on the low-end market and rural market channels, Master Kong has always been eager to win and win. It is obviously a design lacking strategic thinking to maintain the weak terminal of transformation.

Question 2 The road product enters the small-population channel instant noodles, how to say it is also a product that belongs to the “road goods”, that is to say it depends on large shipments and large circulation. Because grocery stores are increasingly becoming sparsely populated, they have actually become channels for “minority” and they are making up for the shortage of supermarkets.

Even if Jinmailao wants to continue to work with Master Kong and reunite, he will be able to achieve "big shipments" by occupying the grocery stores in the community and rural areas. This is simply not the status of the largest household in Asia, and "going up to the countryside" will become compulsory. class.

Question 3 cannot occupy the top channels such as hypermarkets and big supermarkets. How far away is Jin Lang and its customers. We all know the story of Coca Cola changing from 3A to 3P. The so-called 3A refers to making consumers possible. Who sees customers buying more than one box of “bulk” Jinmailang from grocery stores? If Jinmailang has to fight it out, it’s only necessary to turn over salted fish in the grocery store. It’s just the overhead of the grassroots marketing team. What a large sum of money, this can not be achieved.

The fact is precisely that if Jinge Lang, who is not as good as Master Kong in the intensive farming market, has done nothing but replace the store card and has carried out the first shipment, it cannot do so. do.

As a result, people go to shop empty and become the current status of Jinmailang. Only the shop with the image of Zhang Weijian swayed in the wind and rain.

When buying a Coca-Cola product, you can buy why Coca-Cola's marketing strategy has shifted from 3A to 3P. Apart from the pursuit of consumer loyalty, there is nothing else to explain. Production, circulation, and consumption are the original contrasts in economics. 1 The secret of Master Kong’s occupation of the high-end market is “Different from today’s fundamentals, Master Kong has a particularly effective terminal tactical customer-visit system.

Master Kong's business flow system has more than 2,800 locations throughout the country and serves 4,500 dealerships, providing 80% of its turnover. Their business staff will visit 550,000 retail stores within a month. The construction of such a huge team is to achieve the goal of reaching out to consumers in the shortest possible time according to their own ideas and implementing direct contact with "point to point."

In order to eliminate the vacuum of terminal construction, they divided this business flow system into three levels: A, B, and C. The clerk in the A-class hypermarket is not only responsible for recommending goods to consumers, but also assisting the boss in ordering, adjusting stocks, and cleaning the goods and putting them neatly in order. The most valuable aspect of this approach is that customers in a large store can see its shelves, exhibits, and objects at a glance.

Master Kong’s unique “customer visit system” established by Master Kong is the most competitive. Their salespersons will visit the downstream market on behalf of the distributors and take their own duties as distributors. The dealer’s goods are not sold, and the initiative is firmly held in their hands, reducing the dealer's “intestinal obstruction”, so that the terminal becomes Master Kong’s distributor instead of a vacuum. Obviously better than today's Mai Lang.

Therefore, such a terminal design like Master Kong inserted into the end, such a management capability to eliminate vacuum is a goal that Jinmailang will compete with in the future.

This is because the embodiment of the management quality of any company must be carried out on products, prices, channels, and promotions (4P). If there is a problem in one of the links, it will be impossible to produce due performance. In this 4P, due to the uniqueness of the local market, the status of the channel is highlighted. To a certain extent, the quality of the channel is a big winner in the marketing quality, winning in the channel and becoming the key to local marketing quality.

The strategic upgrade from rural to urban channels; The current sequence is that consumption, circulation, and production are completely backward processes.

With Zhang Weijian as the spokesperson for the image, by scheduling the new generation of customers and providing them with “surfacing”, the positioning and creativity of Jinmailang should be acknowledged by the market because it is more specific and more avant-garde.

However, because Hualong Group focuses its attention on product development, new product packaging, and brand extension while ignoring channel development and terminal design, it will be stranded because it does not meet the requirements of “integrated marketing”. The simplest problem is that one by one advertising, watching; ideas, accepted; prices, no problem, but where to buy it, that is, compared to the rural market and rural consumers, enterprises and products in the dispatch When the customer's eyeballs and desire to buy, they must put “convenience and communication* (4C)” in an important position. The reason is very simple. They are urban residents. They are dazzled and they are dizzying. They are very problematic when they buy things. It is more effective to select better terminal sales locations with the same amount of expenses (doing shop cards, etc.). Starting from Master Kong and Shu Lei, some well-known brands began to compete for the smallest circulation unit and one grocery store. They adopted a combination of replacing the store brand with the brand logo and terminal distribution to open up new attempts for channel construction.

Today, when people are walking in the streets, what can be seen is the brand logos of “Jiamai Lang”, “Model Shop in the 5th Season” and “Wahaha Purified Water”. However, does this kind of "terminal construction" achieve its intended effect? ​​Can we implement the channel strategy by using only posters with similar posters? In grocery stores and small supermarkets with this brand of Mailang shop, Today, Mai Lang and Master Kong have the same price and are listed on the shelves. More consumers choose Kang Shifu who is “sweet and tasty” but only a few of the “new generation” customers have occasional carriers. However, there is no The product was finally put into the container's efforts, this image is how a tree method, at the beginning, Hualong Group has targeted the development of a stronghold to occupy the commanding heights of the rural market.

Nowadays, when Mai Lang, the representative of the Group’s most successful product, is trying to tear open the channel system created by Master Kong and Uniform with a brand-new market reconstruction, people do not see what the Hualong Group has in channel design and terminal processes. New breakthroughs like this. In addition to "reforming" the city's "mom and pop shop" and "food miscellaneous supermarkets" in the streets and alleys, Jinmailang has done a little bit of "outdoor and wide and in many large-scale supermarkets, large instant noodles on the shelves, neatly The code is still equipped with Master Kong and unified face. Hualong noodles including Jinmailian disappeared. It shows that Hualong Group must really occupy the city, I am afraid it will take time.

Use high-end products like Jinmailang as "tree image"

Reported, "Compare 2 Master Kong's channel construction emphasizes the high elasticity of the combination of occupation of instant noodles in the high-end market. Master Kong has a strategy: My channel is mine. With this strategy, it designs a series of tactics, relying on the cooperation of strategy and tactics. It avoids the vacuum of the channel: mine is mine and yours is mine.

First, through the enhancement of services, the sales force and radiation power of the terminal are strengthened. Such services include: 1. Services to dealers; 2. Services with retailers for retail outlets. Among them, the services to dealers are reflected in customers who help them to expand their business and serve dealers (retail points, etc.). In the urban market, Master Kong sent people to help distributors to promote and service their subordinate retail outlets to strengthen the terminal sales force. In the outer market area, business personnel cooperated with dealers to serve second-order customers, and improved the customer sentiment of dealers and subordinate customers. Its business is more stable and “networked”, and different sales strategies are formulated according to customer levels and access capabilities, and different new products are listed. At the same time, there are different supporting strategies for different customers.

Second, through the compression of layers, avoid vacuum in the channels and terminals. In the distribution chain of manufacturers--distributors (third-order customers)--wholesalers (second-order customers)--retailers (first-order customers), Master Kong moves the business center of gravity down and reinforces Customer and first-order customer contact. Master Kong’s clerk strengthened the terminal maintenance and sales promotion work on the one hand; on the other hand, based on the data from the census retail point of sale, the retail outlets were managed hierarchically, the corresponding visit frequency was set, and downstream access was mastered and promoted.

Through such efforts, Master Kong’s channel management is a highly flexible combination of design, with a combination of merits and demerits, full of vitality and vitality.

: The effectiveness of Dao’s terminal ranged from extensiveness to the integration of “Hualong Noodles, see every day” without segmentation, lack of subdivision and broad and general marketing demands, and to this end, Mai Lang’s “bounce chapter”, “description”, and “kissing” In the article's subdivision strategy, Hualong apparently has begun to step out of the thick and sketchy barriers. However, compared with the old company from Taiwan, such as Master Kong, it seems that the construction of the channel is still far from intensive.

Question 5 Let the city terminal copy the rural terminal. Where it may be successful. In 1996, Hualong became the first brand in the instant noodles market in Hebei and Shanxi; in 1998, it also put forward the “Millionaire Project”, step by step, and entered the northeast and east China successively. In the Central Plains, Beijing and Tianjin markets, the *800 plan was completed. After 1999, Hualong comprehensively promoted southwest, south China and direct drive northwest, thus completing the initial framework of the national marketing network. In 2000, Hualong purchased 1,000 promotional vehicles. Distributed to 1,000 county-level outlets north of the Yangtze River, it quickly formed a huge marketing service network.At present, Hualong has more than 800 first-tier dealers, 26,000 second-level dealers, and nearly 1,000 sales staff at all levels. Marketing is more scientific and more reasonable, the company set up a marketing council and established a target monitoring mechanism to ensure good sales of Hualong Noodles.After several changes in the marketing team, the market has become the main body, county level The business representative is the leader, and the 30 branch offices are in charge of the perfect marketing organization system.

Recalling the history of Hualong Group's channel construction, it still appears to be rough and extensive. It is devoted to weaving a net, and pay attention to whether the buttonhole on the Internet is solid (build a rich man in the dealership). However, depending on such a network, whether the fish can be picked up, copying this net, and getting the market of the big city is effective, the problem 6 is like this product breakdown of Mai Lang, and the channel construction may not keep up with the domestic instant noodle market. Master Kong's lead in comparison 3 Master Kong's effectiveness in upgrading channels through integration of resources, Master Kong's positioning with accurate masses, and the desire to focus on “flavor” in the local traditional food and beverage culture quickly rushed out of the fog of numerous manufacturers’ competitions. After its own unique customer base, it formed a differentiated positioning of homogenized products, and thus received a generous return - my customers, who are mine, that is, mine or mine.

Where Master Kong is a winner, it is precisely because it has created a series of tactics and tactics for intensive management in terms of channel and terminal management: First, the terminal construction has been deepened and refined through the definition of regions. Master Kong divides the market into two types, the urban market and the foreign market. In addition to regional divisions across the country, in a city market, divisions should be divided according to the distribution of retail outlets, dealer service retail points should be selected in each district, and company business personnel should be assigned to assist distributors. This will strengthen terminal work. In-depth and detailed. In the foreign markets, due to historical reasons, it is not simply to divide the market by administrative regions, but to use the concept of “commercial circles” to plan.

Uniformly became the leader in the industry, while Hualong ranked third.

Like the sprint in sports games, the gap between the first and third place is often surprisingly small, but it is very difficult to shorten the difference.

Hualong Group’s attempt to open up the city's high-grade instant noodles market in the wake of Jinmailer and Zhang Weijian has also brought a very important thinking to the industry: Is this popular product like instant noodles just like “Subdivision” like Jinmailang? When Hua Longmian replaced the current McLaren ad and launched the “Natural Good Wheat Farm,” it was not yet another adjustment of the company's strategy. Now Jin Lang has extended the vassal brand, if there is no corresponding channel extension that can be effective. Foreshadowing, marketing lacks the finishing touch, and there is less charm. Or, if Hualong has driven its own occupation of the low-end instant noodles market by occupying the nerve endings of the market (a grocery store) and it has indeed achieved great results, then the brand includes product innovation, channel innovation and terminal management innovation. Innovation is a new topic.

Choose "alternative idols" and launch "alternative products" to lock down "alternative customers" but there is no corresponding "alternative channel". Isn't it the right thing to do? Second, through customer alliances and distributors, a "fate community" is formed. To achieve a win-win situation. The two sides promised each other, fulfilled their due obligations, and enjoyed their rights. Master Kong provides sales support to distributors, who are exclusively sold exclusively by distributors in their jurisdictions, and exclusively participate in promotions to provide the highest possible rate of return to achieve customer loyalty and ensure that the channel terminals are reliable.

From the “commercial circle” to the “fate community,” Master Kong firmly grasps how to convert customer resources and channel resources into corporate resources, including through the integration of the industry to enter the mid-to-low-end market that it coveted. Master Kong is more advanced. The place is that it places more emphasis on the effectiveness of the channels.

Therefore, Hualong’s strategic intent of “entering the city” and occupying a commanding height in the high-end market can be realized. In addition to products, advertisements, and prices, there is an imminent problem—a channel and a terminal. □

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