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1、ChinaFMCGindustryRTMandWSdevelopmentpracticeBainpresentation(draft)November2013Summaryofkeymessages(1/2)FMCGcompaniesfaceaseriesofchallengesinselectingandmanagingRTMmodelswhentheypursuegrowthinChinaSheersizeofopportunity(universeofoutlets)Managingpricingispartic
2、ularlydifficultinChina,becauseChineseshoppersare“repertoire”andbecauseofcomplexityofmarkets/channelsNeedtobalanceexecutioneffectiveness,andcosttoservewithincreasingreachMostsuccessfulFMCGcompaniesinChinaneedtobegoodatmanagingmultipleRTMmodelsatthesametimeasasust
3、ainablecompetitiveadvantage.Thereisno‘onesizefitsall’approachDirectselling(controlledmodel):CorestrengthofsomeMNCs(includingKO)fororganizedandevenfragmentedtradebutChineseFMCGplayersincreasinglyadeptatthismodelIndirectselling:commonlyutilizedbyChineseFMCGplayers
4、givenspeed,reachandlowercostbutmanymodelswithvaryingrolesandlevelsofcontrolThemostsuccessfulMNCandChineseFMCGstailordirectandindirectsellingmodelstodifferentmarketandchannel/customerpriorities,withstronginternalcapabilitiesandsystemstomanageconflictsbetweenmodel
5、s3_85123Summaryofkeymessages(2/2)Managinghybridmodels(combinationofdirectsellingandindirectselling)isadynamicprocess.SuccessfulFMCGscontinuouslyevolvetheirmodelsalongwithdifferentstagesofdevelopmentAdapttomarketdynamicse.g.urbanization,industryconsolidation,chan
6、nelmixevolutionOptimizecostswithincreaseinscaleandinternalcapabilities,withoutsacrificingcontrolManyFMCGsinvestinbuildingdedicatedinternalcapabilitiesandsystemsforeachmodel.Forindirectselling:wholesalermanagementcapabilitiesandsystemscriticalbutsoarenetworkofsca
7、led,capableandloyalWSManagementtoolsanddetailedplaybookstomanagepricingtransparency,marginpool,transshipment,optimizecosttoserveetc.WSrepsdedicatedtorecruiting,settingtargets,incentives,upgrading/trainingW/S,increasingloyaltyandoccasionallyrestructuringFullyinte
8、gratedwithsalessystemsFormanyFMCGcompanies,thereisalargesizeoftheprizefromsuccessfullymanagingthecomplementaryindirectsellingmodel3_85564Agenda11_89ManagingmultipleRT
