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1、ChinaFMCGindustryRTMandWSdevelopmentpracticeBainpresentation(draft)November2013Summaryofkeymessages(1/2)FMCGcompaniesfaceaseriesofchallengesinselectingandmanagingRTMmodelswhentheypursuegrowthinChinaSheersizeofopportunity(universeofoutlets)Managingpricingisparticul
2、arlydifficultinChina,becauseChineseshoppersare“repertoire”andbecauseofcomplexityofmarkets/channelsNeedtobalanceexecutioneffectiveness,andcosttoservewithincreasingreachMostsuccessfulFMCGcompaniesinChinaneedtobegoodatmanagingmultipleRTMmodelsatthesametimeasasustaina
3、blecompetitiveadvantage.Thereisno‘onesizefitsall’approachDirectselling(controlledmodel):CorestrengthofsomeMNCs(includingKO)fororganizedandevenfragmentedtradebutChineseFMCGplayersincreasinglyadeptatthismodelIndirectselling:commonlyutilizedbyChineseFMCGplayersgivens
4、peed,reachandlowercostbutmanymodelswithvaryingrolesandlevelsofcontrolThemostsuccessfulMNCandChineseFMCGstailordirectandindirectsellingmodelstodifferentmarketandchannel/customerpriorities,withstronginternalcapabilitiesandsystemstomanageconflictsbetweenmodels3_85123
5、Summaryofkeymessages(2/2)Managinghybridmodels(combinationofdirectsellingandindirectselling)isadynamicprocess.SuccessfulFMCGscontinuouslyevolvetheirmodelsalongwithdifferentstagesofdevelopmentAdapttomarketdynamicse.g.urbanization,industryconsolidation,channelmixevol
6、utionOptimizecostswithincreaseinscaleandinternalcapabilities,withoutsacrificingcontrolManyFMCGsinvestinbuildingdedicatedinternalcapabilitiesandsystemsforeachmodel.Forindirectselling:wholesalermanagementcapabilitiesandsystemscriticalbutsoarenetworkofscaled,capablea
7、ndloyalWSManagementtoolsanddetailedplaybookstomanagepricingtransparency,marginpool,transshipment,optimizecosttoserveetc.WSrepsdedicatedtorecruiting,settingtargets,incentives,upgrading/trainingW/S,increasingloyaltyandoccasionallyrestructuringFullyintegratedwithsale
8、ssystemsFormanyFMCGcompanies,thereisalargesizeoftheprizefromsuccessfullymanagingthecomplementaryindirectsellingmodel3_85564Agenda11_89ManagingmultipleRT