Avoid understanding
In channel competition, as an attack party, the cost of paying is often several times higher than the defensive side, so it is not advisable to confront, but to formulate market strategies for the weak links of the opponent, avoiding their front, and improving them. At the same time of resource efficiency, strike the opponent, such examples are:
Shu Lei looks for the soft ribs of the opponent from the perspective of the passage, and uses P & G to neglect the terminal link and quickly expand the market share with strong terminal promotion, high-density terminal exhibition, etc., and achieve brilliant results. From different perspectives, we can find the fatal death points of the opponent, and then wins.
The unified fresh orange is a household name. In the beginning of its listing, unified enterprises come from the perspective of the season, the weak session of the competitor, in the introduction of the beverage brand, the listing time is often in the third, in April, and the company will be available in ten Month, it is to consider the competitive brand experienced the squad of the peak season. Most of them have been invested in the market. In October, I can avoid the front of the market and "attack the enemy". When the marketing offensive, there is a big " The feeling of people, if they are selected in three, in April, most manufacturers began to start the market, and the new listing products is easy to be buried in the competition of many mature brands.
Many manufacturers come from the perspective of the region to find the wrong position of the opponent, such as China's local mobile phone manufacturers, from the rural rural, surrounded by the city, is slowly eating this original cake that was competed by foreign coalitions. The international giants like Ericsson is called by the Chinese market, Nokia, Motorola and other market share have declined. Among the local brands, the waveguide is the most important thing is its channel construction, more than 15,000 dealers, tens of thousands of retail terminals, extended to the national sales channels in the county-level and even township levels. This unique channel system has greatly improved the sales of mobile phones, and adds important weights to the waveguides to add important weights, the waveguides in the four and five-level markets have also take advantage of foreign brands.
Especially for weak brands, the principles of fighting with strong brands, there is no way to hit the stone, and the principle of combating regional competitors is the first to trust it. Only in this way is to use money on the blade.
Concentrated
The value of the channel is that the product can pass through a pyramid-shaped network structure, from the top through the channel system mechanism to achieve the purpose of the product into each consumer, although the different marketing model corresponds to different channel modes, but the channel system Once mature, a organic whole, each link, hierarchy is indispensable, and complement each other, closely related.
It can be seen that in the channel competition, only all resources are concentrated. It is committed to a "short board", which will undoubtedly decline the operational efficiency of the entire system, and even collapse.
It is a brand that has not been passed by it is to take such a strategy to cut into the market. When the "terminal is the king" marketing concept, many manufacturers have been overkill, and they will transfer their attention to the terminal, thus ignoring intermediate wholesalers. These disadvantageous brands are for batchists, concentrated resources to develop attractive policies, "buy" middlemen, so you can also fight for considerable market share on one night, on the one hand, this moves upstream of competitors. The pathway, making his terminal promotion and promotion because there is a lot of effort, even in vain; on behalf of the company; on the other hand, the manufacturer concentrated resources to attack the enemy, under the premise of guaranteeing the efficiency of resource operations, Can you have a half-time, effectively use the batch of business to master the huge business value of the terminal, spread your product to the terminal.
In competition, if the front line is too long, it is easy to lead to a situation that is difficult to take care of the first end. There is no doubt that the performance efficiency and effect will be reduced.
The attacking is a time, attacking is in the construction of online construction, the most implementation, the most ideal channel is completely self-built by the manufacturer, in other words, both from agents, middlemen, retail terminals, etc. Whole pyramid system by manufacturers Self-built or owned by the manufacturer, it is obvious to improve from communication, synergistic operation, team cohesiveness and other aspects.
In fact, but in fact, the self-built network is subject to many conditions such as enterprise scale, management techniques and personnel, basically not feasible. This channel model is still an ideal model established by channels, so manufacturers have passed the channel flatten to reduce the dealers, giving the rest of the dealers more concern, or through channel integration strategies to cage the purpose, such as Tsinghua Violet is to take this strategy. For each core dealer, general manager will communicate, but also implement the "channel board" system, so that every channel is a chance to speak.
There is also a unified enterprise, and the manufacturer builds a distribution unit. While integrating the advantages of both parties, the fundamental relationship is fundamentally reforms from the system, and the manufacturer integrates and strengthens the control of the channel.
There is no longer, Gree first joint-stock sales company model, through several large dealers, jointly fund, participate, form a sales company, form the "Interest Community", and jointly control the regional market.
In the process of designing channel model, each manufacturer has penetrated a bit of murderous, and adopted a fundamental change from the system, adopting a strategic tactics, step by step, do not give the opponent, first consolidate The channel is one step by step to swallow the opponent's channel. Although they only take a small step of channel integration, they can also be seen. The battle for channels is more, and it is the so-called "winner to help, the lost person is helpless".
First, create a barrier
The military law has a cloud: "First, the man, the post-system," "only the high hopes can maintain the advantage of the Hedi chicken. According to the empirical research of Western countries, the cost of new customers is 5-10 times the cost of maintaining the cost of the old customers; the cost of seizing the market from the opponent is 2 to 4 times the cost of developing new markets, who can first be, you can In the region or industry, even a competitive barrier is established, maintaining long-term advantages. Now the product, technology and other factors are high. If the first company does not establish an entry threshold and competition barrier, it is likely to be opposed. Catch it up.
In the battle for the media resources, a common phenomenon is often the first standing, whoever will win, first. Enterprises have become more and more intense to "high media highlights". The most successful case should be dual-finger meat, Jinlong Fish, and their market share is unique, and the opponent is difficult to exceed. In 2003, there were more successful cases such as adding soy sauce, sole moon cake, and Yaike candies.
Regional sales must first send people. In the case of all competitive brands, it is the best time to compete for the best time, and the best place to become a magic weapon of the merchant. Shu Lei has experienced promotional teams, standardized promotion methods and cooperation with close background. But the most important thing is that Shu Lei encourages regional salesperson to create a variety of policies of the company. Headquarters work with the fastest time to obtain the advantages of the first-handed man, holding the opponent's cattle nose, forcing the opponent into the passive situation of communication and promotion. .
Cooperation in competition
The original intention of the channel competition strategy is to get the faster development from the process of hit, and the result is for his own development, not to fight opponents. Although most of the successful operations in the market economy is based on the failure of others, there is also a new successful business model is cooperative competition. In addition to communicating with customers, suppliers, employees, launch with their peers. The market and expand the original market, share interests reach a win-win situation. And this successful mode is getting more and more gratitade of major manufacturers.
The content of channel competition is relatively wide, the product price is the most prominent performance, the price war is always in order to rapidly increase sales, to seize the market, and the price war is the main factor of channel confusion, and then, once the price flexibility is below a certain limit, the price flexibility is below a certain limit, The channel profits further explore, forced some dealers, directly leading to the loss of the market, and finally there will be the two sides of the price war, the enemy is 10,000, and the two thousand thousands of feet two defeatings are the tragic phenomenon of the two defeatings. In order to prevent price wars, everyone is coming from competition to competition, "competition integration", in shallow level, very common is the so-called "cooperative game", both parties in stability of the overall price of the market Decompose a consensus, stop price war, the competition in the market is how to develop new customers faster and more effective, maintain the old customers, and avoid the positive conflicts of "fighting channels, fighting in the price".
There is also a deeper competition, so that the binding points of the two sides are found through the market, change the opponent as a helper, the two sides of the cooperation can not only share the brand and market, but also share the products and equipment, jointly develop the new market, and improve the product of the product. The rate is reached complementary.
When developing a competitive strategy, the examination of the effects to achieve is the investment of the program itself, rather than the intention of the opponent, in today's competition, competition and cooperation is not clear, but mutual integration, mutual penetration. Not only is it to seek competitiveness from itself, but also to dig more advantageous resources from competitors, for me.
Welcome to discuss your views and opinions with authors, the author is a master's degree in business administration, Wuhan University Business School, Email: Noah55@sina.com.cn
