快消行业发展分析报告-Bain贝恩咨询.pptx
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快消行业发展分析报告-Bain贝恩咨询.pptx
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ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsentDRAFTChinaFMCGindustryRTMandWSdevelopmentpracticeBainpresentation(draft)November2013ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsent2SHA1311-KOwholesaleworks.ionv8Summaryofkeymessages(1/2)FMCGcompaniesfaceaseriesofchallengesinselectingandmanagingRTMmodelswhentheypursuegrowthinChina-Sheersizeofopportunity(universeofoutlets)-ManagingpricingisparticularlydifficultinChina,becauseChineseshoppersare“repertoire”andbecauseofcomplexityofmarkets/channels-Needtobalanceexecutioneffectiveness,andcosttoservewithincreasingreachMostsuccessfulFMCGcompaniesinChinaneedtobegoodatmanagingmultipleRTMmodelsatthesametimeasasustainablecompetitiveadvantage.Thereisnoonesizefitsallapproach-Directselling(controlledmodel):
CorestrengthofsomeMNCs(includingKO)fororganizedandevenfragmentedtradebutChineseFMCGplayersincreasinglyadeptatthismodel-Indirectselling:
commonlyutilizedbyChineseFMCGplayersgivenspeed,reachandlowercostbutmanymodelswithvaryingrolesandlevelsofcontrolThemostsuccessfulMNCandChineseFMCGstailordirectandindirectsellingmodelstodifferentmarketandchannel/customerpriorities,withstronginternalcapabilitiesandsystemstomanageconflictsbetweenmodels123ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsent3SHA1311-KOwholesaleworks.ionv8Summaryofkeymessages(2/2)Managinghybridmodels(combinationofdirectsellingandindirectselling)isadynamicprocess.SuccessfulFMCGscontinuouslyevolvetheirmodelsalongwithdifferentstagesofdevelopment-Adapttomarketdynamicse.g.urbanization,industryconsolidation,channelmixevolution-Optimizecostswithincreaseinscaleandinternalcapabilities,withoutsacrificingcontrolManyFMCGsinvestinbuildingdedicatedinternalcapabilitiesandsystemsforeachmodel.Forindirectselling:
wholesalermanagementcapabilitiesandsystemscriticalbutsoarenetworkofscaled,capableandloyalWS-Managementtoolsanddetailedplaybookstomanagepricingtransparency,marginpool,transshipment,optimizecosttoserveetc.-WSrepsdedicatedtorecruiting,settingtargets,incentives,upgrading/trainingW/S,increasingloyaltyandoccasionallyrestructuring-FullyintegratedwithsalessystemsFormanyFMCGcompanies,thereisalargesizeoftheprizefromsuccessfullymanagingthecomplementaryindirectsellingmodel564ThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsent4SHA1311-KOwholesaleworks.ionv8AgendaManagingmultipleRTMmodelsinChinaKeysuccessfactorsformanagingindirectsellingmodelsinChinaSomeimplicationsforKOThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsent5SHA1311-KOwholesaleworks.ionv8FMCGcompaniesinChinafaceaseriesofchallengesinselectingandmanagingRTMmodelsSheersizeofopportunity,universeofoutletsComplexityofmanagingdifferentmarketsandchannels-Differentdropsizeandeconomics-ManagingpricingisparticularlydifficultinChina-ConstantlyevolvingmarketandcompetitivedynamicsLargeandfragmentednetworkofdistributors/wholesalerstomanage;size&capabilitiesvarysignificantlyEvolvinginternalcapabilitiesandcostspressures1No“one-size-fits-all”model.Needtobalancebetweenexecutioneffectiveness,andcosttoserveinextendingreachThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithoutBainspriorwrittenconsent6SHA1311-KOwholesaleworks.ionv8FMCGcompaniesinChinaneedtobegoodatmanagingmultipleRTMmodelsatthesametimeDirectselling&distribution(KO:
DSD)Directselling,indirectdistribution(KO:
DSS)Indirectselling(KO:
Semi-controlled,WS)SellDistributionOwnExternalExternalOwnPRELIMINARY2FullcontroloverPOSdisplayandactivationLargeinitialinvestmentininfrastructureandteamHighercosttoserveControloverPOSdisplayandactivationDistributorswithrightlogisticcapabilitiesfordropsizeeconomicsRelativelyhighcosttoserveCanhavevaryinglevelsofcontroloverdistributors/WS,andPOSexecutionQualityofdistributors/WScanvaryTypicallylowercosttoserveThisinformationisconfidentialandwaspreparedbyBain&Companysolelyfortheuseofourclient;itisnottobereliedonbyany3rdpartywithout
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