Integrating appropriate marketing methods with distribution channels to reach customers, channel marketing strategy consists of developing go-to-market plans, educating channel marketers or middlemen about products or services, and motivating the members of the marketing channel to promote products and services. Major marketing channel strategy used in china as follow:
In recent years, sale achievements of large-scaled major enterprises drop in general, while their market share rise, so as to acquire a stable market position (like JIANTE, JOINCARE,); Due to the implementation of Temporary Rules of Advertising Censor for Health Food, the advertising market worsen for some single-product enterprises which depend on advertising propaganda, and living space has been cut down a great deal; The marketing for dietary supplements shows a tendency of rising.
©~ Direct Sale Enterprises
The regulation of direct sales has been forbidden by different departments after its coming on, and the upper limitation 30% for recompense also brings difficulties for reformation of enterprise. Except Avon, all the companies of direct sales are in logjam, and the sales drops a lot. In the meanwhile, the prospective of direct sale is rather large, and large numbers of enterprises have been appeal to compete direct sale certificate.
©~ Instructing Sale Enterprises
The development of instructing sale stands a turning point. Beijing published firstly the rules of restricting to hold product instructing, and local governments have strengthened supervision to conference marketing consequently. On the one hand, small company is in a bad condition, which is facing the threat of bankrupting and being swallowed up by large company; the other hand, the market shrink as a whole, and many professional managers began to come out of large companies, and entered into other companies.
©~ Chain Company
Chain store pattern is the most competitive among all kinds of mature management pattern. According to the experience of international market and the special situation of china, Chain management must be one of major marketing pattern for health care products in China. But at the present, it¡¯s very hard for the development of chain stores of health care products, and many enterprises closed one by one.
The development of E-Business is limited by the development of the whole business and the quality of stuffs. Although it hasn¡¯t taken shape, we should see the large force of this technological reform to the business. Some farseeing company which represented by EYSKJ increased their investment in E-Business again.
©~ Other Marketing Pattern (direct sale on TV, direct sale by databases of magazines etc.) is also marketing pattern which has big developing space. But there are such limitations as technology, logistics, accounting etc., it has a long way to go for development.