Evolution of Sales and Distribution Channel
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1 Evolution of Sales and Distribution Channel Traditional Dept. Store New-age mall Online Market place 1
2 Commissary Market Place Supermarket Channel Functions Marketing Research Communications Contact Matching/Customizing Negotiation Physical Distribution Financing Risk Taking Service Relationship Management Product Assembly
3 Factors Affecting the Channel System Customer Behavior A number of consumer needs should be analyzed when designing the channel structure. Sometimes channel systems can be augmented to reach a new customer segment. Required services (variety) vs. the cost of services Competitors A key decision is whether or not to emulate the competition s channel structure. Marketing Strategy Marketing strategy should be linked to the channel system through the value proposition. E.g., value stores, upscale boutique Resources Channel Options Direct and Indirect Channels Multiple-Channel Systems Hybrid Systems Direct channels: Company controlled. Sales force, direct marketing, company owned retail stores. Indirect channels: Intermediaries aid in the distribution process. Multiple-channel systems combine indirect and direct channels. Channels serve different customer segments. Hybrid System Permits specialization, and ultimately improves levels of performance. Internet channels, though not shown in Figure 10.6, complement other channels by producing customer service and timely new product information. 3
4 Channel Selection Target Market Coverage Three degrees of distribution density Intensive Distribution (supermarket/ convenience Exclusive Distribution (boutique) Selective Distribution (specialty retailer) Features and Evolution of the Sales and Distribution Channel 4
5 Retail Overview The retail industry is one of the most promising fields of business in China The contribution of merchandise trade to China s overall GDP reached about 36 percent in 2015 Retail trade revenue for consumer goods in China has grown by at least ten percent YoY during every month from 2016 to Around eleven percent of the retail sales of consumer goods in China were attributed to the online shopping segment as of A highly segmented market Increasing Pace of Development 1992 The Entry of Foreign Invested Department Stores & Burgeoning Luxury Sector 1987 Beijing 1992 Beijing 1996 Shenzhen 2000 Oriental Plaza, First Shopping Mall 2004 Full Opening of China Market For Foreign Investors Beijing Shanghai Beijing & Shanghai Shenzhen 1995 Metro, Shanghai Carrefour, Beijing 1999 Grand Gateway, First Shopping Center Shanghai 2007 Shanghai 2008 Beijing 2012 Shanghai Beijing 5
6 Presence in Chinese Cities % of global retailers present in each city Retail Sales in Major Chinese Cities 2012 Retail Sales and Growth Rate 9, % Annual Retail Sales (RMB 100 million) 8,000 7,000 6,000 5,000 4,000 3,000 2, % 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% Y-o-Y Growth Rate (%) 1, % 0 0.0% Beijing Shanghai Guangzhou Shenzhen Dalian* Qingdao Tianjin Shenyang* Hangzhou Nanjing Ningbo Chengdu Chongqing Xian Wuhan Source: China Statistics Bureau Note: Figures for Dalian and Shenyang are on estimation. 6
7 Marketing Orientation of the Sales and Distribution Channel Structure Evolution The evolution of the Chinese sales and distribution channel structure is proceeded under the guidance of market orientation. Again from central planning to market forces From singular vertical systems to a variety of channels Corporations have to understand and classify the customers needs and position the sales and distribution channel structure to cooperate other marketing strategies. Greater variety and number of channel systems targeting different customer groups and purchase situations from one-stop shopping malls, to specialty stores, boutique shops to convenience stores, supermarkets, and dollar stores Flattening of the Sales and Distribution Channel The development of retail industry after 1990 s promoted the fattening of the sales and distribution channel structure. Different from the long vertical channels controlled by the state in the past Closer to the customers and more channel options Upgrade of channel functions (services, mentioned earlier) With the development of economics and fierce competition, the flattening of the sales and distribution channel structure evolution becomes the basic survival rule for corporations. Less layers, lower cost, and better services Still have much room for improvement 7
8 The Unbalance of the Sales and Distribution The speed of the evolution of the sales and distribution channel in first tier cities has far exceeded that of the second and third tier cities and towns. More advanced and modern retail channels in big cities Such kind of situation is caused by the unbalanced development of Chinese economics and the diversity of Chinese markets. Opportunities in less developed areas Infrastructure But second tier cities are quickly catching up The Pains of Transformation With the development of economics and the increase of consumers purchasing power, the market demands expanded, which caused more distribution procedures. Maotai Market was disordered, and with a lot of shuttle commerce and hauls. The government regulated different prices for the products. Prices of some products determined are by market forces while others are set or controlled by the government, such as essential food items. In fact, China is a dual-economy a capitalist society with socialist characteristics. Lead to opportunistic profit-taking, smuggling and corruption! Payment and bad debt 8
9 Formats Regional agents: Manufacturers construct the national or regional agents network, and those regional agents are responsible for the local sales and distribution channel construction. Agents: Agents also achieve significant development comparing with the regional agents, and they are able to increase the market share and decrease the risk for the corporations. Wholesale markets: Main focus on small manufacturers, and concern with the quantities and low price. Department Stores, Supermarkets, Chain Stores, and Foreign Investment Corporations The recession of the traditional department stores. The rapid growth of supermarkets, chain stores, and foreign investment corporations. POS system revolution Direct channels Today, China has most of the retailing formats in urban areas, the same as in other more advanced economies. 9
10 Unpredictable Future for the Sales and Distribution Channel Development Chinese economics are steadily growing, and becomes one of the growth centers of world economics. With higher consumption levels, the needs of consumers become increasingly diversified. With the aggravated competition, the profits of the corporations are decreasing -- thus making distribution one of the most dynamic areas in marketing development. Many new stores, especially chain stores, and more bankruptcies Like elsewhere, retailing (format) is the most dynamic industry with rapid changes that reflect those among the consumers and in the society. Development of Logistics The Chinese logistics is at the early stage of development, and regionally focuses. Logistics suppliers have limited functions and services. Shortage of qualified logistics experts. The application of advanced IT system technologies is not universal. Distribution centers: warehouse facilities and transportation 10
11 To do list The Function Upgrade of Chain Stores The Integration and Transformation of Wholesale Industry The Adjustment of the Relationship between Manufacturers and Retailers Channel power and relationship management Success Factors for Retailers Location, location, location Market size, catchment, traffic, access Target market, demographics, lifestyle, brand store image Retailing format: Assortment/variety, level of service Operational issues: Promotion, patronage, loyalty Merchandizing, inventory, Cost, sales/turnover 11
12 Case: Gome vs. Gree In 2004, Gree withdrew from Gome, or Gome took Gree products off shelves Gree, the top AC producer in China, wanted more control and keep multiple channels: Gome, and other distributors. Gome, the rising star in electronics stores (specialty retailer or category killer), wanted more control in (lower) pricing and promotion. Suning, the 2 nd largest electronics chain, focused on 2 nd -tier cities. Even Suning broke up with Gree at one time. Gree had to develop its own channels, which is not uncommon among Chinese manufacturers. Why? Finally after 3 years of standoff, they reached a compromise. Conflict Resolution Methods Demarcating product lines. Working with channel members to develop joint solutions. Putting more money into push and pull activities. Developing financial arrangements, such as commissions and higher margins. Charging higher prices in the direct channel. Using channel power. 12
13 Outlooks Retail growth to remain focused on major urban areas But small cities and towns have become increasingly attractive and represent the new growth opportunities. Greatest concentration of young consumers and professionals in top three cities of Beijing, Shanghai and Guangzhou These markets have attracted the greatest foreign investment and the most new private businesses Concentration of wealth will allow for retailers to identify and more effectively target key consumer markets. Retail merchandizing needs to be more sophisticated 13
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