Brand business channel distribution how to get out of trouble?
In the process of transferring products and services from producers to consumers, the deeper the distribution channel, the more nodes that acquire or facilitate the transfer of ownership of such products and services, and the longer the channel link. With the traditional distribution channels, the market response is slow, the policy implementation is not in place, node constraints, resource waste, channel inventory backlog and other problems become more prominent.
How to build an integrated channel distribution and terminal control system that conforms to the enterprise ecology and flexibly responds to market changes and business adjustment; Promote digital channel transformation, help traditional brand channel distribution out of trouble?
What industry pain point does channel distribution exist?
1. In the process of transferring brands’ products and services to consumers, channel links are too long, feedback lags, reaction is slow, and fault prone.
Documents are forwarded layer by layer in channels without efficient and unified tools. Information feedback is not timely and the forwarding process is prone to mistakes and omissions. Too long channels cause enterprises to be far away from the end consumers, and the feedback of enterprises to the market and consumers is slow, leading to the slow adjustment of business strategy. When the operation policy is issued, the link node is not implemented in place, timely, or even cannot reach the terminal, and the enterprise cannot control the implementation effect.
2. The fragmented management of distribution channels and single channel link of enterprises cannot exert greater value and efficiency on the single dimension of organizational role function on the link.
The distribution channel link is single, and the overall efficiency and stability are restricted by the single node on the link. Single business form, poor risk resistance. The cost of channel construction is high, but the single dimension of organizational role function on the link cannot exert greater value and efficiency, and cannot bear the multi-dimensional function and improve the input-output ratio of channel cost and value output.
3. Inaccurate market control, unclear channel digestion capacity and opaque inventory have inaccurate data and feedback on market and consumption channels, which is not conducive to new product development and promotion. The channel digestion capacity is not clear, blindly pressure goods, channel inventory backlog seriously increase the financial pressure of dealers, occupy the space of new product listing. Inventory is not transparent, which is not conducive to production planning, business strategy formulation and poor channel promotion pertinence.
Empower channel distribution with digitization, enhance channel comprehensive control ability, and achieve win-win situation between enterprises and partners.
How does digitization empower channel distribution?
1, establish in line with the enterprise strategy, channel characteristics; Flexible, efficient, accurate and self-controlled digital system
Build an integrated channel distribution and terminal control system that conforms to enterprise strategy, flexibly ADAPTS to market changes and independently controls production data. Build a communication carrier with more accurate information and more efficient cooperation, build an integrated supply system with more standardized delivery, and build a more accurate channel tool to reach end customers. Achieve win-win cooperation between enterprises and partners. 2. Data and authority isolation between the enterprise and upstream and downstream at all levels; Multidimensional role transformation
Advanced configuration functions such as service flow, approval flow, order type, order status, and order attribute are provided to respond to changing business scenarios. Each business partner in the channel can use independently without restriction. In addition, enterprise internal data can be managed by different departments or organizations through data permissions. The multi-dimensional role transformation of organizations in their own actual business forms distribution channel network instead of traditional single link, and improves channel efficiency and risk resistance.
3, channel sales forecast and intelligent replenishment and other intelligent decisions
Big data processing and analysis based on the whole business chain data. Provide visual supply chain management, clear control of delivery capacity, digestion capacity and execution of each channel node, and get rid of “blind eyes” and “head-snapping” of control and control policies. It helps enterprises make intelligent decisions in sales forecast and intelligent replenishment, alleviates dealers’ capital and inventory pressure, improves channel promotion pertinence and effect, and makes production planning and scheduling more accurate and production capacity allocation more reasonable.
How to seek development in difficult situations?
Many enterprises have not fully understood the industry situation, and have always used the traditional way to carry out channel distribution, and finally found that the development speed of enterprises is slow. In fact, many major brands are already using cutting-edge technology and software to solve this problem for them.
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