| Company B,a wholly foreign-owned enterprise,founded in 1992,engaged in producing and selling chemical products,has become a well-known household cleaning products manufacturer in China.Its products are divided into three series-clothes care,personal care and household care.And clothes care occupies the largest proportion while the most representative product is laundry detergent.Before laundry detergent came into the market,the main product of laundry care was washing powder,and laundry soap also occupied a certain market share.Company B took the leading launching laundry detergent,and successfully built its brand by changing consumers' laundry habits.Through unremitting efforts in management,company B occupied 40% of market share in laundry detergent,and firmly stood in the leading position.The main sales channels of household cleaning products is retail terminal(supermarket).who has always been the game maker for its customer resources.And producers have to passively accept the terms of the inequality,and pay high display fee in order to get the best location to improve sales.Producers and retailers look harmonious on the surface while fight fiercely secretly.Some producers didn't want to stand the retailers' exploitation and tried to rise against them.Unfortunately,the producers got the result of pulling their products off shelves.For survival,the producers had to apologize "reparations",and continued to endure the oppression of retailers.The strength of the retailers is obvious.For a long time,manufacturers have been struggling to seek out a way to get rid of the control of the retailers,but they had never made it until the rise of online shopping.Online shopping breaks through the limit of time and space,which helps people buy product whenever and wherever you want without leaving home.As a result,it caused severe impact to the traditional retail.In recent years,the explosive growth of sales of a single day in "Double Eleven" triggers people's infinite desire for e-commerce.Various shopping websites have sprung up,and many emerging producers achieved great success through e-commerce.Many new words like "Internet +" appears frequently in magazines,making it sought after by countless entrepreneurs,and it has received the affirmation of premier Li Keqiang.As a result,the position of retailers is threatened.However,under the pressure of survival and competition,retailers never stopped or reduced the oppression of producers,oppositely,the situation become even worse.The retailers,on one hand,squeeze the producers to get more profits,on the other hand,they force producers to reduce support of online shopping.In the same time,producers must cut the price offline to attract more consumers.Under this circumstances,producers are suffering and thinking how to conform the trend of the Internet to change,and begin to make some new attempt.The sales channels of Company B are mainly big stores and supermarkets.And company B begins the exploration of the "Internet +" because of the heavy oppression of the retailers,hoping to open up direct consumer marketing channels via the Internet and to get rid of the control of retailers.This article is studying how company B open up new sales channels by "Internet +",and what financial returns the new channels bring to it. |
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