There are two forms of expression for offline traditional retail channels.
One is the location in the large supermarket (shelf, stack), and the opening of a large commercial real estate;
One is to open an independent store directly on the street.
Their common feature is that they occupy a limited physical position. These physical positions are unique and exclusive. As long as they occupy this position (channel), others will not be there, and they will be in an absolute advantage in the competition.
Channels became the core retail thinking in the 1990s and early 2000s. In the retailers, the highest salary is the investment promotion personnel, and in the brand business, the channel expansion personnel.
Because China is too big, brand owners have developed a large number of agents, franchisees, and distributors in order to win the limited physical position faster.
If the e-commerce does not appear, the channel is still king. Of course, although e-commerce has emerged and developed rapidly, the value of traditional channels is still very important.
People who have channel thinking often do e-commerce, and they are also channel ideas. Opening the cat store, Jingdong store, group purchase website supply, and selling the website for sale, for them, just like traditional channels, it is only the effect of this kind of thinking. Not as big as physical channels, sometimes it will fail!
recommend