原始文本

Getting 你r product into the hands of 你r target customer begins with ensuring 你’ve chosen the right distribution channels.

The distribution channels 你 choose will tell customers a lot about 你r company. 你可以选择自己完成任务, either through 你r own website or through a third-party online e-tailer like Etsy. Or, 你 may choose to go with a fulfillment company that specializes in end-to-end distribution. You may also need to work with a couple of distributors to take advantage of market gaps or to handle direct interaction with customers.  

但你怎么知道?

Download this template to help 你 gauge whether 你r distribution efforts are focused on the right channels and if channels are functioning properly.

开始之前

Your choice of distribution channel will determine how 你r products are handled and how quickly they are delivered. 为此目的, there are a few things to consider before assessing 你r existing or future distributors

1. 产品. 如果您的产品易碎，需要特殊处理, 非持久性, 或稳定, 你需要考虑到速度和额外的小心要求. 在评估渠道需求之前，先评估你的产品需求. 需要冷藏吗?? 它是易碎的还是由易碎的材料制成的? Does it contain potentially hazardous materials, such as lithium, paint, or aerosols?
2. 市场. 如果你卖给消费者, 而不是其他行业, 你’ll need to factor in the overall customer experience from beginning to end. 你的客户能够跟踪交货吗? 他们会亲自与某人互动吗? 他们处理退货是否容易?
3. 中间商. 很明显, a third-party logistics partner (3PL) can help 你 save time and resources by efficiently and effectively distributing 你r goods on 你r behalf. 然而, 确保你选择的第三方物流有适当的认证, long-term stability and the capability to adapt to 你r changing needs should not go overlooked. Does this 3PL have the proper certifications to handle a potentially volatile, 精致的, 或者易腐产品? 它能无缝地集成到你的供应链中吗? 它能和你一起发展吗? 

完成工作表

当你完成工作表, 你’ll want to ask several questions about each of the distribution channels 你’re assessing. 它们包括:

Costs: What are the financial implications associated with the distribution channel?

很明显, 你 want to use the channel that gives 你 the best opportunity to reach the widest possible market. 然而，从财务角度来看，这并不总是可行的. 这个渠道是否会对利润产生负面影响? 这需要你雇佣更多的员工吗? 你是否需要提供金钱奖励来让你的产品获得优先权? 渠道如何影响你的整体底线?

Ease of Entry: How does the distribution channel’s ease of entry factor into 你r operation?

当考虑一个渠道的生存能力, 你 need to determine what potential barriers exist in terms of access and entry. 使用或转向渠道是否会对零售价格产生不利影响? 你需要克服渠道对竞争对手的忠诚度吗? 它会延长或延迟分配过程吗? 是否成本过高或物流困难?

Geographic Proximity: How does the channel’s location(s) impact 你r overall distribution funnel?

The right distribution channel ensures 你r customers get the same level of service no matter where they are located. This means 你 must choose channels that are easily accessible to 你r target market or, 至少, 能保证你的产品及时交货吗. Ask 你rself whether a centrally located distribution center is preferable or whether a more geographically diverse distribution network makes more sense.

Competitor’s Positions: What are 你r competitors doing within the distribution channel?

Overcoming a channel’s loyalty to 你r competitors isn’t the only barrier to working with a distributor that deals with multiple vendors within the same industry. Sometimes, the channel can become oversaturated with competing products of the same type. 在这些情况下，拥有竞争优势是至关重要的, 所以如果竞争对手在渠道内已经站稳脚跟, 或者该渠道有大量来自竞争对手的产品, 你’ll need to determine whether the retail benefits outweigh the competitive drawbacks.

Management Experience: How well is the channel being managed both internally and externally?

Implementing a winning go-to-market strategy depends largely on the management of 你r distribution pipeline. Is the channel moving products to the end customer in the most efficient manner? 成本控制得当吗? 是否努力缩短交货时间或履行订单? 产品流动是否被有效地简化?

人员配备能力:分销渠道是否配备适当的人员? 你有合适的内部人员来管理这个渠道吗?

Good channel management begins with ensuring the right fit between manufacturer and distributor—and that starts with the internal and external teams. 就像任何商业运作一样, 良好的人际关系至关重要, 确保有足够的人手来处理工作量也是如此. Does the channel have enough staff to adequately and efficiently fulfill orders? 是否有足够的经验和专业知识来确保业务顺利进行? Do 你 have the right players on 你r team guiding the process and paying attention to the details?

市场ing Needs: What are the marketing needs or challenges of the distribution channel?

Part of assessing the strength of a distribution channel is determining how much (or how little) 你 need to be involved in its marketing efforts. 很明显, 你必须用自己的品牌来支持这个渠道, 广告, 宣传培训, 公共关系方面的努力, but 你 want to make sure 你r channel partner can track performance and offer suggestions for improvement. 通过识别渠道的需求和挑战, 你可以更好地评价它作为潜在或持续合作伙伴的整体可行性. 分销渠道与你的目标受众之间的联系有多好? 它会在促销、销售或赠品方面与你合作吗? 它对推广你的产品有什么作用? 

Small businesses have to be extremely deliberate when choosing their distribution channels because very often they only get one chance to get it right. Answering these questions will help determine the viability of the distribution channel partners 你’re working with or the ones 你 plan to work with.

一旦你完成了工作表，就和你的 皇冠现金官网的导师. Our knowledgeable and experienced mentors can help guide 你 through the process of making practical decisions about 你r distribution channels.