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How many ways do gift enterprises go through channel marketing?

by:Xilong      2020-03-21
In product marketing, taking a ride through channels is a good choice with low cost and high efficiency. Just like in daily life, people take a ride on the streets! Mobile phones of various brands are sold by China Mobile, China Telecom, China Unicom and other companies; Home decoration products are sold on the ride of furniture products; Car after-sales service takes the 4S store's free ride sales; The power supply bureau and other supermarkets charge for hitchhiking; Joyfully took Disney's shunting train to take off; Low-value products and even fake products take the sales channels of brand products, etc. Then gift companies can also carry hitchhiking from other channels. How can gift enterprises take the channel to ride? Generally speaking, there is a certain correlation or complementarity between products that have the ability to take the channel marketing. In order to facilitate the reference of the majority of enterprises, the author summarizes and refines the following channels: products with complementary consumption can be sold through each other's channels. For example, Shuanghui Meat chain stores concurrently run daily necessities; Cake House retail dairy products and beverage products; The breakfast shop concurrently sells milk products; Drinks, beverages, cigarettes and so on are sold in hotel channels, which are the most common phenomenon of hitchhiking. In the wine industry, it has even evolved to the point where the hotel channel dominates in the enterprise sales channel structure and various enterprises compete for the hotel channel monopoly right in vicious competition. Take the National phased policy to set up sales channels. After 2004, the state vigorously advocated'Qianxiang Wandian' In the project, there are many dealers, chain supermarkets and even convenience stores, with the help of policy support, to build a sales network and realize the unconventional development of enterprises in the short term. Products with certain subjective theories in efficacy or group can be sold by car. The baby shop also sells pregnant women's products, which can not only realize product sales, but also lock in the future consumer group. It can be described as a good way to kill two birds with one stone. Pharmacy channels also sell beverages, food, health care products, gifts, etc. are the embodiment of this method, and all of them have realized the cross-border of channels. Take a ride through the channels of state monopoly products. In recent years, many enterprises and salt companies in various regions have carried out in-depth cooperation. Salt companies are also widely involved in the sales of non-salt products. The mutual benefit of both parties has improved the utilization rate of channels, and achieved the growth of their respective sales performance. At the same time, a large number of food and beverage enterprises took advantage of the gas station convenience store channels of PetroChina and Sinopec to sell products, and the performance trend was gratifying. These can be described as good cases of resource integration. In the sales season, complementary products can be hitchhiked to each other, and can effectively balance the difference between the light season and the peak season, and share the operating costs. For example, beverage merchants sell drinks, food merchants sell drinks, and professional gift merchants dismantle the retail contents of packaging, all of which can achieve new growth points. Take a ride to sell products through professional non-marketing channels. A large number of beverage and food enterprises have achieved excellent results in selling products through Internet cafes; Food and beverage products can be sold in the form of planes and trains; Ningxiahong group has increased its turnover by nearly 5000 a year by selling medlar wine with the help of China Post Logistics. A large number of moon cake factories have also gained a lot from selling moon cakes through the post logistics system. In fact, some products with the nature of gifts can take a ride through the above channels, of course, it is inevitable to open up such channels of public relations marketing costs. In the e-commerce industry, which has been popular, popularity means wealth. Many Internet merchants who have established popularity have begun to introduce product sales, which is also a good choice. The above briefly introduces the types of channel rides from seven common aspects. The author believes that with the development of the market economy, there will be a large number of hitchhiking opportunities and hitchhiking behaviors. However, the market economy has never changed. Whether it is the popular master-level professional positioning theory or the later mixed marketing proposal of the kid, it is proposed from the perspective of deep communication with consumers and satisfying the convenience of consumption. Therefore, under the market economy environment, if enterprises want to be accepted by consumers to keep up with the needs of market development, the divergence origin of our thinking should always be from'All for the sake of consumers' From this perspective, as long as the final demand of consumers is the direction of the wheel of marketing history. Xilong gift bags are carrying out e-commerce in recent years. I believe that end consumers can directly buy your favorite shoulder computer bags, briefcases and mountaineering bags online in the future. Stay tuned.
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