Analysis of the current situation of marketing channels in China's construction machinery industry

Each different industry has its own different marketing plan, and the steel structure machinery industry is no exception, so let's learn about it now with the color steel company.

Some people say that "now is the age of brands, and channel operations are outdated". The author does not deny the former, but does not agree with the view that channel operations are outdated in today's domestic market. Mainly because China presents a typical "dual" structure market, because of its vast geographical area and immature market structure, the channel is still the most important marketing element for most enterprises in China. From this point of view, targeted channel analysis and planning and subsequent channel operation process are particularly important.

According to the

author's analysis, all enterprises that have been living for a long time and are still vibrant still have a common characteristic, that is, they have their own base market, and the existence of the base market enables enterprises to provide a steady stream of financial support for enterprises no matter how the external environment changes, so that enterprises can survive the "harsh winter" and then welcome the brilliant spring again and again. These base markets are like the company's own "base", which not only provides a steady stream of resource support for enterprises, but also provides enterprises with a cradle for cultivating business management teams, which is self-evident compared with those enterprises without "base" markets.

"Know yourself and know the other" - analysis of channel layout elements

From the perspective of marketing concepts, the channel itself is the concept of the channel, that is, the channel through which the product reaches the hands of consumers from the enterprise. This channel can be traditional or emerging, but either one must solve a fundamental problem, that is, the problem of channel efficiency.

Channel channel "three degrees" planning

Depth of channel: The depth of the channel refers to the level designed by the channel, which is with the strategic positioning of the channel of the enterprise, according

to the level, the number of levels is appropriately planned and positioned by the enterprise according to the strategic requirements and the market conditions of each region.

Breadth of channels: Channel breadth refers to the nature of channels, such as terminal channels, monopoly channels, agent channels, etc., and the selection and entry of these channels are also determined by the strategy and resource support of the enterprise.

The width of the channel cooperation model

: Under the premise of rich product lines of enterprises, there may be many channels, whether these channels adopt the exclusive agent model or choose different agents according to different products, this is the width planning of the channel, which is also determined by the strategic choice of the enterprise, because the width of the channel model of this cooperation once the definition is not clear, it is easy to produce channel conflicts, resulting in cannibalism between products.

The "four principles" of channel layout operation

Know yourself and attack your weaknesses

All market research is necessary and not in vain, only a full understanding and analysis of the market can propose targeted strategies that meet the actual situation. Under the premise of unlimited resources, this kind of analysis is not necessary, but the scarcity of resources determines that enterprises must accurately analyze market factors before they can accurately position, after all, no one wants to kick out of their own kick to the iron plate. The choice of competitor's weakness is not the absolute weakness in its region, but the geography that competitors ignore, the agents they ignore, the product lines they ignore, the price system they ignore, the consumer needs they ignore, and the new market segments they ignore. Everything that a competitor ignores is his "weakness", even in his strongest strengths, if the competitor ignores, then these aspects become weaknesses. For example, the competitor's price is the lowest in the market, which is both his strength and weakness.

Concentrate resources, point breakthrough

The primary principle in military campaigns is to "concentrate superior forces and form absolute superiority with the opponent in a local area." This is not only the key to military victory, but also the criterion for market operation. For enterprises, the success or failure of the base market lies in the first wave of attacks, if the first wave is successful, the later stage may be overwhelming, if the first wave of attacks fails, it is the loss of confidence in the market of all personnel, and the region will inevitably be transformed from the base market to the non-base market. Therefore, if the enterprise needs to build a base market, the first battle must be won, and the key to victory is to concentrate limited resources and break through from a certain point first.

Connect the dots into lines, and from the lines into surfaces

After the point market is broken, take the point market as the foundation, radiate outward along the prosperous road section or commercial area, and establish and develop a second outlet, forming a situation of "double point confrontation". From the perspective of Go, one point is isolated, while two points are truly "alive". And based on this, continue the development of the next point, form a three-point market layout situation, three points can basically radiate a local market. In this way, the development of point 4 begins, so that it is infinite.

Developing a company's unique marketing plan is a must for every company's marketing team, and I hope that you will be helpful in developing future plans after reading the above description.