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目前快速消费品的渠道发展趋势呈现分化趋势:连锁超市和大卖场等新型渠道在一二级市场的兴起,使得渠道集成度越来越高;而在三四级市场,传统渠道依旧占据着渠道主流,经销商有着不可替代的存在价值和竞争优势。三四级市场虽然总体销量很大,但是市场数量众多,消费不集中,物流距离远。同时,由于快速消费品量大、利少、保质期短等特点,通常的渠道模式,在这里很可能先天性地缺乏造血功能,正所谓:橘生淮南则为橘,橘生淮北则为枳。
Currently, the development trend of the channels of fast-moving consumer goods presents a differentiation trend: the rise of new channels, such as supermarket chains and hypermarkets, in the primary and secondary markets has led to higher and higher levels of channel integration; while in the tertiary and quartile markets, traditional channels still occupy the mainstream of channels. , dealers have irreplaceable value and competitive advantage. Although the overall sales volume of the three or four-tier market is very large, the market is large in quantity, consumption is not concentrated, and logistics is far away. At the same time, due to the characteristics of large quantities of fast-moving consumer goods, low profits, and short shelf life, the common channel model may congenitally lack hematopoietic function here. The so-called: orange Huainan is orange, and orange raw Huaibei is wolfberry.