How to choose the self-operated channel mode

In channel self-operated enterprises, the most traditional method is to set up branches (offices) in various regional markets to manage and operate the local markets. Later, with the emergence of emerging formats such as specialty stores (chain stores or chain stores), franchise stores, and direct sales represented by the Internet, many enterprises have changed from time to time, and there have been cases of focusing on a certain channel or cross-using certain channels. Let's take a look at the characteristics of the above four self-operated channel models.

1. Branch (office) This is the most commonly used self-operated channel mode for domestic enterprises. This is also an unavoidable channel independent management mode for all enterprises, because even if other channels are adopted, there is a problem of setting up branches in a large region or provincial capital city for coordinated management. Three strains are typical of adopting this model. Features: Set up direct sales or local recruiters in large areas or target provinces, cities and county markets to form direct sales organizations. Their main responsibilities are to develop local distributors, distribute goods or direct sales to terminal stores, and undertake the responsibility of market expansion and maintenance, so as to achieve their desired market share and customer ownership. Advantages: Direct selling organization, consistent goals, strong centripetal force, high autonomy and easy management. Disadvantages: It requires high human resources and financial strength, and the cost is relatively high. Characteristics of channel cost: office costs such as personnel cost and house rent, marketing expenses such as business trip and public relations are also high, and the time cost of establishing and perfecting marketing network by our own efforts is also high.

2. Specialty stores (chain stores or chain stores) adopt this self-operated model, which is often an enterprise with certain strength and brand value. Because these enterprises have a certain ability to reduce the restrictions of large and medium-sized stores and their distributors, they also have the ability to continue to expand their market share and customer ownership. At present, the most widely used models are tobacco enterprises such as Hongta (with strong policy), home appliance enterprises such as Haier and TCL, and some cosmetics and clothing enterprises with rich product lines. Features: In order to reduce the shackles of large and medium-sized supermarkets and avoid the ineffective channel expansion of dealers, enterprises with strong strength and high brand value set up franchise stores directly facing consumers. In most cases, it is built by the upstream manufacturers exporting brand products. Advantages: uncontrolled, direct communication with target consumers, proper operation, high long-term income, strong autonomy, low labor cost and simple management. Disadvantages: The requirement for the financial strength and brand value of the enterprise is high, and the area of joining place is large, which means that the product system of the enterprise is relatively perfect. This channel model, because the brand is relatively single, leads to consumers' high dependence on brand awareness and loyalty, and at the same time, this channel model also has the disadvantage of small market expansion. Channel cost characteristics: labor cost, management cost and logistics distribution cost are relatively small, but on the contrary, operating costs such as road leasing and long-term cost sharing are relatively high.

3. Franchise stores, a self-operated channel model, became popular in China after 1998. For product (service) exporters, its biggest feature is low marketing cost and easy management; For franchisees, it is to be able to complete business quickly. At present, the enterprises that adopt this model the most are mainly strong enterprises in catering, medicine, cleaning, dry cleaning, clothing and other industries. Representative enterprises include McDonald's, Dicos, Chongqing Little Swan Hot Pot, Lixin International, Fornet, Romon Suit, etc. Features: Brand enterprises and exporters of brand products (services) recruit partners with unified training management model, unified CI and mature market profit model according to their own brand strength, and set up consumer-oriented exhibition places. Self-construction is mainly funded by the recruited partners, and the organization, organization and centripetal force are relatively scattered. Advantages: The * * * body formed by interests can quickly copy the successful profit model to the target regional market with low investment and low cost, with relatively low cost, relatively high income and stability. Disadvantages: relatively loose, poor control, lack of unity and coordination, high requirements for brand strength, high requirements for planning and training, and relatively many supporting factors (such as advertising, training, CI, etc. ), these are not easy for weak enterprises to adopt. Channel cost characteristics: the overall operating cost is low, but the marketing and promotion costs such as advertising and CI application are high.

4. Direct marketing (or direct marketing) In the past few years, some supermarkets, such as aquaculture promotion enterprises, book mail-order publishing institutions and Wal-Mart, have adopted direct marketing. Since the emergence of this new marketing model, the direct marketing model has attracted the attention of domestic enterprises, which has made many domestic enterprises touch the internet to create databases and build their own brand-new independent channel model. In China, the pioneers are Lenovo, Haier and Kelon.

Features: Through the Internet, DM direct mail, direct mail catalogue, telephone and other media tools, we can directly face the end consumers across the intermediate links and conduct face-to-face communication, thus facilitating the sales from products to commodities to currency. This is a channel model that directly faces the target customers or aims at bulk purchase. Advantages: fast response, less overall investment, convenient to develop products according to consumers' personalized needs and provide tracking services. Compared with the tangible channel model, it has obvious advantages in price, service and even product quality.

Disadvantages: it is difficult to directly face as many target consumers as possible (collecting user mailboxes and establishing a detailed database including the consumption habits and purchasing power of target customers). Due to the limited popularity of the Internet in China, the resources faced by customers are generally limited, and the convenience of online settlement is poor, making it difficult for consumers to choose intuitively. Characteristics of channel cost: high initial investment, low average cost and long cycle. Logistics distribution costs, management costs such as taking orders and establishing databases are relatively high. It is not difficult to see that the above four self-operated channel models have their own advantages, and there are also differences in channel costs to varying degrees.

Generally speaking, among the above four self-operated channel modes, the branch (office) mode has the highest self-operated cost, followed by specialty stores (chain stores or chains), franchise stores and direct sales. The specific choice of self-operated channel mode is directly related to the specific cost and total cost of self-operated channel and the risks it brings, that is to say, the choice of self-operated channel mode itself is a way to control the costs and risks of self-operated channel.