LQ Company B2C E-Commerce Channel Strategy Research

LQ Beer is one of the representatives of regional beer brands in the Southwest region.After the opening of various B2 C online platforms,product options have increased,and consumers are more likely to choose other brands online.The advantages of the traditional "deep distribution+exclusive sales barrier" operating model have gradually been dissolved,The construction and management strategies of B2 C e-commerce channels urgently need to be adjusted.Based on the development process of LQ Company,this article adopts methods such as literature research,questionnaire survey,and case analysis to focus on the sales situation of LQ beer in various distribution channels in the Guangxi market.After in-depth research and company interviews,it is found that there are problems in the construction of B2 C e-commerce channels,such as insufficient platform control,the phenomenon of "incremental non profit increase",channel speculation behavior of "fleeing goods",and excessive investment costs.In response to the above issues,this article combines theories related to channel construction and channel management,and conducts research from aspects such as channel design,channel member selection,and channel product strategy.The overall layout of three types of B2 C platforms is carried out,including brand based(Jiuma Free Wine),vertical(Jiuxiaoer),and comprehensive(Tmall,JD.com),forming a channel strategy that is mainly brand based,supplemented by vertical platforms,and supplemented by comprehensive platforms,To enhance the management and control of products in B2 C e-commerce channels,promote the online transformation of offline traditional channel merchants,feed back traditional channel members,conduct in-depth research on the evolution of B2 C channels,strengthen the linkage between enterprises and consumers,and achieve the monetization and transformation of private domain traffic in branded platforms,promoting effective improvement of product market share.This article is based on marketing channel related theories,combined with the application of data information,and guides traditional offline channel merchants to break away from the traditional offline channel framework and achieve empowerment through training and management.At the same time,it will also provide reference and inspiration for other fast-moving consumer goods in B2 C e-commerce channels,and provide direction for products to enter larger markets.