"Channel is king," the word in modern marketing should be the most mentioned one word, many companies resolutely put most of their energy and intelligence into the channel, because the channel is a vivid manifestation of brand vitality , While channel construction is the most crucial symbol of brand survival and development. At the same time, however, it ignores the most fundamental things in the enterprise - products (including physical and intangible services). As Mr. Ma Jinyuan, chairman of Wal-Mart, puts it: "If you regard a business as a tree, then the fruits are the pursuit and goals of the enterprise (including at least economic and social benefits), the marketing of advertising, promotion and packaging And the channel is the fertilizer of the tree. Fertilizer is essential for the survival and growth of the tree of the enterprise. However, whether the enterprise can grow up and develop in the long term, in a real, healthy and healthy way is still the most crucial point: The root of the tree! "Ma Jinyuan chairman said, but also done, in product development, the company not only hired well-known fashion designer company director of design, but also with many fashion design company work closely together with the company's excellent reputation , The company can get the best surface materials for the first time, making the company's annual products are walking in the forefront of garment enterprises in Jiangsu. The company is the exclusive use of 3D cutting technology, the introduction of the United States and Germany, the computer-controlled stereotypes and other advanced clothing manufacturing equipment manufacturing apparel, making the quarter, "Waldorf Men" more in line with the Chinese male body curve, not only comfortable to wear, but also from the very To a large extent beautify the body, show the masculine style and the past. In the channel construction, Wal-Mart has absolutely no in accordance with some of the previous experience in market development to operate, "Days of change, people change, the model change" This is the marketing of Wal-Mart's marketing purposes. Today, the domestic clothing market has completely entered the era of excess brand, the terminal channel resources are very limited, while the cost of shops has been increasing, a mature business district set up from as little as several decades, as many as hundreds of years, the district represents the residents of the region Shopping habits. Therefore, such a resource is very scarce in the tide of the brand today, which is even more valuable to profitability, all businesses are spared no expense in this race, whether strategic or for profit purposes, the end result is limited channel resources Drift into tasteless. The final result is "earn full landlord, scaring manufacturers, the whole dead franchisee." Wal-Mart's marketing staff fully understand the market, understand the customer, based on market conditions, market resources, market share and other circumstances, for each customer tailored channel expansion plans, businesses, agents, terminal operators to share Market risk, market share, maximize customer and terminal benefits.
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