Research On The Channel Strategy Adjustment Of K Brand In The New Retail Enviroment

China's fast-moving consumer goods industry has developed for more than 20 years and experienced channel changes for many times.In recent years,The channels of fast-moving consumer goods are undergoing unprecedented changes.Online retailers need to develop offline channels,offline retailers need to play online business channels,online and offline all-channel integration will become a new trend in the future of retail development-that is,"new retail."In the new retail environment,the basic elements of retail “people,goods,and fields” will be reconstructed.Under such a new environment,fast-moving consumer goods companies need to adapt to channel changes and adjust their strategies in time to respond calmly in the new retail environment.Company C is a global leader in health care and it invested heavily in its various brands,such as premium tissue KL brand,baby diaper H brand,female care K brand and adult care D brand.C company relies on these brands to achieve sales value of about 7 billion yuan in China every year.The sales revenue of H brand in recent years contributes more than 75% of the company's sales.However,as the fertility rate declines and the maternal and child market slows down,the company needs to find new sales contribution brands,while the female care K brand has a good sales growth trend in the near future,and is more suitable for future development in the retail environment.This thesis will analyze the impact of the new retail environment on the entire FMCG industry and the retail industry,combined with the advantages and disadvantages of the C company and the K brand itself,try to find out the direction of the K brand in the channel,.The channel strategy will enhance the brand's awareness and penetration rate among consumers,making K brand a new sales growth point for C company in the next 5 years.The full thesis uses the inductive summarization method,the case study method,the combination of theory and evidence,and the comparative method.Through different research methods,this paper finds the online and offline channel strategy for the K brand in the retail environment,and draws the following conclusions:Conclusion 1: The new retail is a new environment faced by retailers and brand owners.The new retail will connect online and offline.With the breakthrough of new technologies,the basic elements of retail “people,goods,and fields” will be reconstructed,and retailers and brands need to adjust their strategies to adapt to the new environment as soon as possible.Conclusion 2: The growth rate of the maternal and child brand H brand,which contributes more than 75% of the sales to C company,will slow down in the future.The K brand is the potential brand for future performance growth.The existing channel status does not adapt to the new retail environment and needs to be concentrated.Resources will be reformed,channel strategies will be adjusted to adapt to the new retail environment.Conclusion 3: In the new retail environment,the channels of the K brand need to be re-divided into online channels and offline channels.Online channels include domestic trade channels,overseas purchase channels,O2 O channels,and social network channels;offline channels are divided into KA channels,traditional channels,B2 B channels,convenience store channels,campus channels,and beauty store channels.Each sub-channel needs to update the channel strategy to adapt to the new environment.