Analysis terminal is king, channel is king?

Terminal refers to the sales terminal. Even if you have the best products and the best advertisements, if your consumers can't buy them, then you can't complete the sales and naturally you can't get the profits you deserve. The terminal is king, and whoever has mastered the sales terminal will be the winner of the market. Doing a good job in terminal construction has become a compulsory course for every consumer goods enterprise. Products can only be bought by customers if they occupy the terminal market and meet customers at the point of sale. Only when the enterprise controls the terminal can it control the initiative of the market. Terminal is a place where products are worthy of consumers' contact and may be purchased, such as supermarkets, shopping malls, hotels, convenience stores, clothing stores and so on. The idea that terminal is king comes from the idea that channel is king. A few years ago, enterprises attached great importance to channel members (distributors). Nowadays, the role of terminals is increasingly prominent, and many enterprises have strengthened their attention to terminals. Now the terminal is king, which is a bit outdated, because it has begun to enter the "consumption era" and the pan-terminal era.

Channel is the way for the manufacturer's products to enter the consumption field from the production field in the process of ownership transfer. Channels are very important to manufacturers, distributors and consumers, that is, one link is linked with another, and there is no room for any mistake. The choice of distribution channels of major manufacturers is closely related to local market strategy, market positioning strategy, product strategy, price strategy and promotion strategy. It seems that any industry is "content is king" when it is in a "product shortage period" at the beginning. As long as the products are well made, there will be no buyers; Gradually, product competition became more and more fierce, and people began to pay attention to channels and marketing. Modern marketing theory and practice have proved that "whoever controls the channel will win the customer". This is the meaning that channel is king.

If the enterprise sets up a lofty vision, let the dealers agree; If a good brand image is established in the minds of consumers; If the enterprise trains a team of customer consultants to truly serve the enterprise; If the enterprise controls the terminal and establishes good communication with the terminal; If the enterprise can bring benefits to the dealer that the other party can't refuse. The development prospect of this enterprise is great. By controlling the first-level channels established by dealers, we can grasp the development of the industry, realize the real network as king, and establish the demeanor of industry leaders.