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现在连锁企业没有饿死的,都是撑死的。要想从百姓家庭掘金,生产型企业就必须和最终用户站得更近一些。但是迫于传统渠道链条过于复杂,在渠道资源和渠道优势上,生产型企业自己却无法掌控,也就很难与最终用户走到一起,渠道变革不可避免。特许连锁作为一种扁平化的渠道方式,其在国内零售企业的一些成功实践,似乎让国内生产型企业,看到了他们在营销渠道中导入特许连锁经营模式后实现自己市场版图扩张的曙光。
Now the chain is not starved, are all stand up. To get the Nuggets from the people’s homes, production companies must stand closer to the end user. But forced by the traditional channel chain is too complicated, channel resources and channel advantages, the production-based enterprises themselves can not control, it is difficult to come together with the end user, the inevitable channel change. As a kind of flat channel, franchising chain has some successful practices in domestic retail enterprises. It seems that domestic production enterprises see the dawn of expanding their market territory after they import franchising mode into marketing channels.