TCL-Legrand International Electrical(Hui Zhou) Co., LTD. Marketing Channel Optimizes Design

In recent years, as the electrical accessory products, switches&sockets which due to tech content are not high, threshold is low and numerous brands in market lead to the extremely fierce competition. In this condition, if enterprises focus on product, price and promotion, enterprises advantage will be gradually weakened and channels advantage will be more obvious in competition. Once establish perfect channel network, enterprises will maintain permanent core competitiveness.TCL-legrand International Electrical (Huizhou) Co., Ltd. is a domestic switch and socket industry leader, whose brand popularity, scale and market share is placed the best in medium to top grade. But there are some problems in the marketing channel structure and marketing members’selection. If Legrand products want to maintain powerful impetus for development, it’s indispensable to do an optimization design for the current marketing channels as well as to solve the malpractice of the channel to make it smoother, and service for the overall strategy development.TCL-legrand marketing channel status which is introduced in this article firstly is based on market questionnaire and discussions, from which the existing problems are obtained and consist of unreasonable channel structure, low-quality members and frequent channel conflicts etc. then utilize theories of modern channel management, channel conflicts and marketing to optimize channel structure. channel length of the third line and fourth line in the next five years should choose combination mode with first line、second line and third line, and channel width adopt selective distribution and intensive distribution combination mode. To score the potential channel members according to the selection criterion and choose the highest, and do specialization transform into logistics type、industry type and technology type for the present dealer.In the period of implementation management, the incentive to members can be divided into sales volume and market management, performance evaluation would overall consider the sales volume, the growth rates, and market conditions etc, price competition and channel conflict have proposed scientific solutions etc. Finally, the anticipated optimized effect is compared to the present one, which reflects the optimized management is more elaborated and standard.