. Brand image is subject to consumer lifestyles, living content, values ​​impact. To resort to life the content and brand communication, not only is the product-level management issues, the channel must also be managed. The vast majority of marketing activities in the distribution channel, the upstream and downstream channel members started. In other words, the distribution channel of goods distribution channels, not only, indeed, marketing activities and marketing functions of carrier generation and transmission channels.

distribution channels, integrated marketing communication is undoubtedly the main body, to assume advertising, personal selling and promotional marketing communications functions, etc., enabling enterprises to maintain the image, voice and personality of a high degree of consistency, in order to achieve business, commodity , effective communication between brands and consumers, and ultimately to achieve marketing goals.

merchandise sales distribution channels both channels, but also places the display of goods, but also to a certain extent,Louis Vuitton Handbags On Sale, reflect the brand's image. The most typical is the product packaging and shelf display.

packaging has become a powerful marketing tool, in the supermarket, the implementation of the consumer self-service shopping, research shows that about 53% of consumers are impulse purchase, in many commodities, as if the effective packing is a Purchasing Guide, play the Customers will be used in the supermarket about 25 minutes time browsing than 5000 kinds of commodities, the most attractive factor is the packaging customers to buy, so packaging must be able to attract attention, explain product features, giving consumers the confidence to form a favorable overall impression.

As the new brand, new product after another, while the retailer's shelf space is obviously limited, multi-brand must not only occupy more shelf space, but also to occupy the most advantageous display location. Proper use of good technical display of goods, sales can be increased on the basis of the original 30%. Adjacent to the relevant number of commodities on display, shelf display than the average sales increase 10-fold. Specifically, this is associated with a variety of products on display will be different brands with the same kind of goods on display, there will not be associated with competitive products on display.

Secondly, through the channel segments to manage multi-brand strategy to achieve a dual purpose. In the case of multi-brand presence through multiple channels of communication can be made corresponding to a certain market segment, to maintain and strengthen the brand image, in order to avoid overlap between the brand, erosion, or the brand's target market, reduce the scope of such purposes. At the same time, but also effectively avoid the case of a single brand, manufacturers use a variety of distribution channels to distribute the same product, which occurred in

intensive . many lingerie companies began to focus on access from the competition and now increasingly concerned about the end of the competition, in-depth intensive distribution and regional markets, began a new round of competition for the terminal. who can effectively operate the terminal, control terminal, Who will be able to gain a competitive victory.

a market so-called intensive meaning

channel intensive, refers to the specific regional markets, through integration of marketing tools, and fully tap the market potential, of the terminal operators to nurture and support, to improve network coverage and penetration, enhanced network management, and use other means of advertising and promotional activities to stimulate the market, and ultimately achieve the purpose of the device's main push to increase market share and brand influence and improve the underwear business product sales.

as the market environment changes, many companies began to realize that the market underwear intensive and depth distribution of the necessity and importance, especially underwear, some of the industry weak brand, faced with many well-known siege of a strong brand and market is carved up, in order to effectively develop and maintain its existing market, it is necessary to channel intensive, but due to various resource constraints, how does this work ? This is a lot of small and medium enterprises are facing a underwear question.

Second, intensive extension

1, sales channels and retail outlets diversification

recent years, China Shi Chang has undergone great changes, the type of distribution channels and retail outlets there have been many innovations. underwear company's competitive performance of the competition for the channel and end of seize from the channels to control all aspects of top-down market the traditional wholesale market distribution of circulation patterns continue to exist in some regional markets and a very good development, while multinational companies entering the Chinese market, bringing advanced management experience, such as regional distribution model, the joint distribution of body patterns. a lot of domestic companies with China the actual market situation,Burberry Outlet Online, a very successful use of these sales model, and achieved good effect on the market in the retail end of the format, the street shops, community convenience stores, chain supermarkets, hypermarkets and other forms of retail outlets all over the market different forms for different end-market segments and consumer groups. underwear business how to face such a market environment, how the status of resources enterprise underwear to choose the channel and the terminal is very important.

2, the terminal on the competition (in the underwear business, for example)

underwear enterprises the ability to control the market depends on the depth of channel management, that lingerie companies can effectively manage and control the channel level. As competition intensifies, agents from the provincial and municipal distributors, has been developed to the county-level dealers, channel management of the center of gravity is an irreversible trend, but also one of the main theme of the marketing industry, distribution The bottom line is the business center of gravity down town dealers, end the occupation in the town market to know that China's rural economy has reached a qualitative leap. For cities, the positive scale direction distributors, supermarkets and chain stores such as the emergence of a modern terminal and increasingly mature, lingerie business these dealers and end to fight over resources, intense competition. Underwear companies must manage channels, more importantly, to win the terminal, to manage terminals, control terminals, the original terminal and then to encourage more towns to open the terminal shops, and actively training them to be excellent in order to win the market.

3, the market of consumer characteristics

differences in consumer behavior and diversity determines the complexity of the market. First, China's market environment is very uneven development, urban and rural market towns developed markets exist behind; Second, consumer demand levels are high, medium and low points, lingerie companies in different market segments to compete, to meet a particular consumer groups. Underwear companies do in-depth how to do this through a market lingerie company is facing another problem. The key is to carefully study the market and consumers, analysis of consumer buying behavior, so that products reach consumers as much as possible, because every place your products for the presence of a consumer group.

4, the depth of the market

how to develop a deeper level to the existing market management and maintenance companies rarely consider underwear, lingerie companies just want more to develop and dominate the market. But the breadth of the market is always limited by resource constraints underwear company, businesses can not occupy all of the underwear market, while competition between the underwear business growing, to seize the market. In this case, the underwear company must consider how the depth of the existing market development, so deep and meticulous manner, to improve same-store sales performance and quality.

Third, the intensive strategy

underwear companies in the market environment has a detailed understanding of the future, it is necessary according to the actual situation on the market intensive, in order to better market development, effective management distributors, to achieve sales goals and market share, in fact, intensive strategy is the overall underwear business a marketing strategy. This requires that underwear company must first develop an overall strategic planning, there are steps to be implemented in phases, in the process, full need the active participation of the company, work together in order to achieve the strategic goal of intensive market. In the specific operation, the following four key strategies:

1, with the dealer to set up distribution companies in the Commonwealth

underwear market of intensive regional market, we must rely on local support for the terminal operators, terminal operators while providing guidance and assistance in all aspects, the channel and build a close distribution of the Commonwealth. Help terminal operators for distribution and inventory management, terminal operators to establish a sound management and service system.

underwear salesman to business-to-end business management. With dealers to make sales channel infrastructure and management, the most important job is to business planning, inventory management, retail coverage, transportation and warehousing, point of sale advertising and promotional support for the work of these five, the underwear business functions should be clearly between companies and distributors in the underwear distribution, and determine their own priorities, in order to effectively manage the terminal operators to jointly develop the market. For large terminal operators, assigned account managers stationed in its headquarters office, a small business by the terminal operators who manage several terminal operators.

doing a business purpose is to establish a close relationship with the end of the distribution of the Commonwealth, relying on the terminal's channel network and distribution capabilities, to better promote the depth distribution of the product.

2, focusing on network coverage, the intensive distribution

Coca-Cola Company has a well-known marketing adage: where someone was thirsty, and thus will need to buy drinks, so If the product allows consumers to reach, we will be able to capture the market. This Coca-Cola Company on the development of the famous 3A strategy, that is There is also a 3P principle, one of which is These two principles are the emphasis on product strategy and sales network to cover more, to achieve high network coverage, but here repeat, underwear is not a cola, outlets like fast moving consumer goods must not be laid as high-density, or have follow the principle of territorial protection, real peace of mind so that the terminal operating your product.

underwear market demands intensive farming enterprises must rely on the terminal operators. Terminal operators in specific regional markets a wide sales network, the network contains a number of secondary wholesalers and retailers, while the downstream end of these members of the network operators are familiar with, and require terminal operators have warehousing and distribution capabilities, terminal operators network coverage can be achieved. Underwear companies must rely on these network resources, the intensive distribution, so that products reach the end as much as possible, with high coverage by the coexistence of multiple channels and distribution network to reach consumers.

to improve network coverage, the underwear company should pay attention to the following three questions:

First, ensure that the network layout is reasonable. Can not blindly pursue breadth of coverage, gaps in the occupation of the market, while the number of outlets should be controlled to ensure the quality of individual outlets. While the dynamic management of the network, eliminating invalid network to enhance the effective network, and strengthen the image of network, network consolidation strategy to combat competition, network, establish a reasonable network layout.

Second, the network should be balanced variety of formats. Due to various consumer groups have different spending habits, and also various retail formats for different target consumer groups set up, it should take into account the various network formats,Burberry Handbags Outlet, so that all types of consumers to conveniently access to the product.

Third, the mainstream network channels and the main push both. Construction process in the channel, the mainstream channels as the main push should be given priority places, if not the main push is to use network to complement the main push.

3, focusing on a single rate

underwear store goods company's products to assist terminal operators in the downstream channels into the future, the next key is to enhance the rate of single-store goods, occupying channel resources, to maximize our market potential of the network, increase sales in all outlets.

underwear enterprises in strengthening the distribution rate at the same time, management must focus on the terminal vivid. Particularly for large retail terminal management, display and promotional products to enhance the effect, through the terminal vivid image display will be the best product to consumers, increase product visibility, to attract the attention of consumers, and can highlight the lingerie company and product brand image. Coca-Cola's marketing strategy, effective and vivid is the most important part.

underwear company salesman to the retail end of the construction and management guidance to prepare the product of the vivid display. A vivid display of the following main aspects:

First, the product display and inventory management. Product display requires the product to take advantage of location, occupy more display space, while strengthening the on-site tally management to ensure product display tidy. The key is to have a certain standard, and strive to be done norms.

Second, the product and the location and point of sale advertising methods. End of advertising generally refers to the first store POP advertising and other promotional advertising, can play rendering the atmosphere of field sales, increase sales results. From the advertising, promotional activities and other aspects to cope with increased rates of single-store goods.

through the terminal display management, promotions management, you can regulate the sales channels of the terminal behavior of channels in the underwear business in a uniform appearance, enhance the lingerie company's brand image, pull the terminal consumption, and can effective in maintaining market order, the control terminal.

4, managing sales staff

intensive farming in the network of businesses who need underwear deepening of the market, visit the terminal, to assist terminal operators to carry out work and deal with market issues, business people play Guanli and oversight role, the market can be effectively promoted the implementation of intensive programs. Service personnel to go to the market, there must be a lot of work to do, such as the development of client development programs, in-depth market visiting customers to solve site problems, follow orders and make orders for the coordination, collection payment, fill out a variety of sales and marketing reports, travel time personal affairs, participation in conferences and other things and so on. So much work to do, business people how to rational use of time is very important, so make time management of operational staff is critical.

operational staff in the allocation of time, you can follow the following three aspects:

First, the business people to do more to develop programs to increase the time to visit the market. You can learn more about the market-depth market information, more contact with the channel members, to assist terminal operators and retail outlets analyze and solve problems.

second, to eliminate unnecessary reports and reduce the workload. Information on the underwear business is very important, a variety of statements underwear company as a major channel for gathering information. Underwear companies should be based on actual needs, to develop several key forms that you need, such as daily report, monthly reports, information statements and other competing products. In the design of forms, in ensuring the basic premise of the amount of information, and strive to form the design is simple, easy to fill. The next is more important is the information to be timely and effective delivery and processing, sales and marketing departments should fully analyze and use information, timely adjustment of marketing strategies based on better sales guidance.

Third, the normative behavior of business people to visit customers in order to fully rational use of time, while improving the business skills of staff. Business people in general should be done when they visit the market, First, we must set route, every day of the visit planned route, this route are familiar with the number of stores and store types. Secondly, we must be transport to the principle of convenience and cost savings. Finally, timing and fixed, depending on the route and transport into account, according to store type of time spent in the store, but also consider this store to the next store on the road the time required to done time and fixed-point requirements.

In short, the requirements of business people every day and monthly allocation of a reasonable time, make time management, work will be done carefully and in-depth market.

in the consumer goods industry, marketing channels and gradually showing a flat trend, the focus of continued downward channel, and lingerie companies in the channels and the gradual increase in competition on the terminal. Underwear companies must effectively establish and control the sales channels to strengthen the channels of control and influence. In this market context, the underwear company adjusted its marketing strategy, channel strategy as underwear intensive enterprises to adjust the direction of marketing strategy. Underwear intensive enterprises in the operation of the channel when the underwear company based on the actual conditions of a targeted operation, but in general thought is for the lingerie company's interests by ensuring the terminal, service support and management control, with the terminal operators the establishment of distribution of the Commonwealth, while managing the business, and to assist terminal operators make market construction and management of the intensive distribution, through the terminal management, to achieve high distribution rate, the market for deep work, the key is attention to detail. Underwear intensive enterprises through channels, to improve the channel quality, effective control of the channel and the terminal, gain competitive advantage.