Day Of The Multinational Companies In China's Second And Third Tier Markets Channel Strategy

With economy and marketization quick development, China Market becomes the world focus. More and more multinational companies come to operate their business in China. They start turn their nose to the market in 2^nd and 3^rd city tier when the market competition is becoming so tight in 1^st city tier.Though huge total amount, it is very hard and challenging to explore the 2^nd and 3^rd city tier market due to its high complexity, dispersions, undeveloped retail and immature consumer.This Paper deeply analyzed 2^nd and 3^rd market, dissertated 3 successful channel models of multinationals in Daily Chemical Products industry, and also expatiated Unilever' s significant exploration and pilot in Chinese 2^nd and 3^rd market. At last, the fundamentals of successful channel strategy in 2^nd and 3^rd city tier market - Flexibility, Economy and Controllability etc - are summarized.