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1、OpportunitiesforActioninConsumerMarketsWholesaleDistributionChangesforaWinningChinaStrategyWholesaleMay045/5/049:55AMPage3WholesaleDistributionChangesforaWinningChinaStrategyHypermarkets,supermarkets,andconveniencestoresareblanketingChina—orsoitseems.G
2、lobalplayersCarrefourandWal-Martareopeningnewstoresatanaggressivepace.LocalretailerLianhuahasamassedsome2,000newoutletsin16provinces.AndregionalchainHongqihasmorethan200supermarketsinSichuanprovincealone.Duringthepastfewyears,salesinthenewretailformats
3、havegrownmorethan50percentayear.Nevertheless,thismoderntradeaccountsforlessthan30percentofretailsalesinChina,anditservesonlyone-quarterofthe500mil-lionconsumerswholiveinornearChina’smorethan3,000citiesand20,000towns.Theseconsumers,whoarereachingthresho
4、ldspendinglevelsformanyproducts,representamarketwithhugegrowthpoten-tial.Andbecausemostofthemstillshopatmom-and-popmarketsandsmall,localdepartmentstores,tradi-tionaltradechannelswillremainasignificantpartoftheeconomyforatleastthenextdecade.Yetonlyasmal
5、lfractionofWesternconsumer-goodscompaniesinChinahavefullyexploredtraditionaltradebeyondthelargestcities.Despitethegreatpotentialforprofits,mostglobalplayershavebeendiscouragedbythedifficultyofcontrollingdistribu-tioninthosechannels.Companiesthatareable
6、toclearthishurdlewillfindthattraditionaltradeoffersanimportantsourceofgrowth,withsuperioreco-nomicsanddecisivecompetitiveadvantage.Ofthevariousmethodsfordealingwiththedistributionchallenge,activemanagementofthewholesalechan-nel—anapproachthathasbeenund
7、erleveragedbyglobalconsumer-goodscompanies—presentsanopportunitywellworthconsidering.WholesaleMay045/5/049:55AMPage4ApproachestoSalesandDistributioninChinaMostWesternconsumer-goodscompanieshaveem-bracedChina’smodern-tradechannel,andthey’vebroughttoitma
8、nagementexperiencewithkeyac-countsinothercountries.Butoutsidethelargestcities,China’svast,heterogeneousmarketsmakethesalesanddistributionofconsumergoodsproblemat-ic.Theexpenseandresourcesrequiredforretainingfirmcontrolofsellingandpromot
