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white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">销售出身的铁娘子，下决心要对格力的销售管理体系进行大幅变革了，时间就在2018年。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">近日，格力电器董事长董明珠在公司2018年度干部会议上表示：“2018年，（格力）销售管理要彻底变革。”<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">对此，格力电器内部人士接受《证券日报》记者采访时表示：“目前还不能过多透露变革方案，但渠道变革也是销售管理的变革之一。”在格力内部实行了十余年的、传统的专卖店模式，是否会在董明珠此次亲自操刀的变革中被打破？<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent"><strong style="box-sizing: border-box; font-weight: 700; -webkit-tap-highlight-color: transparent">董明珠再操刀渠道变革？</strong><span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">被称为销售女神的董明珠，曾带领格力在大连锁封杀中，开辟了一番天地，自建支撑格力快速发展的专卖店模式。如今，面对电商的迅速崛起和零售业的风云变幻，格力的专卖店模式依然可以奏效？<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">在渠道上，格力将在2018年迎来变革。近日，董明珠在格力电器干部会议会上称：“2018年，（格力）销售管理要彻底变革。”<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">通常，销售管理会通过销售报价、销售订单、销售发货等功能，对销售全过程进行有效的控制和跟踪。在业内人士看来，董明珠此次所提出的销售管理变革，更多的是在销售渠道上的一种变革。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">谈及具体会在哪些方面进行改变，格力内部人士并未过多透露。不过其表示，渠道变革也将是销售管理变革的一部分。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">早在几年前，单一的渠道和单一的产业布局，让格力快速发展，也成为格力的核心竞争力，仅专卖店体系在格力总销售收入的占比就达到了90%，而空调也占据格力总收入的八成。格力对专卖店的管理也高度集中。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">然而，随着电商的兴起和零售业态的改变，单一的产品和渠道在一定程度上限制了格力的规模扩张。显然，董明珠很早就意识到了这一问题，格力也一直在多元化上不断尝试。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">对此，董明珠说：“人的失败在于看不清自己，企业也一样。多元化、专业化不能决定企业成败。只有专注，才能决定成败。”在她看来，此次变革无疑是充满困难和挑战的。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">“格力原有的战略合作式渠道，可以支撑其从0到100，当到从100无限放大时就涉及利益切割。在对销售管理改革和创新时，如何平衡好新渠道和原有代理商价值回报的关系，这对董明珠提出了挑战。”家电业营销专家洪仕斌认为。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent"><strong style="box-sizing: border-box; font-weight: 700; -webkit-tap-highlight-color: transparent">专卖店模式将终结？</strong><span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">在很多人眼中，董明珠是一位具有传奇色彩的市场营销高手。董明珠对格力提出的此次变革，也有其背景。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">2000年以后，随着连锁巨头的快速扩张，家电业走入大连锁时代，家电厂商和连锁企业在进场费等方面的矛盾激化，家电厂商纷纷欲通过自建渠道摆脱渠道受制于人的现状。然而当时在内外资品牌夹击下，自建渠道谈何容易。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">在众多家电厂商被强势的连锁巨头国美、苏宁钳制时，2004年，格力高调宣布与国美决裂，果断建立专卖店模式。短短几年里，格力在全国建设了超7000家专卖店，这些专卖店主要建在了三四级市场，为格力贡献了大部分收入和利润。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">2007年，格力电器大股东格力集团在资本层面引入格力经销商，向其核心经销商转让格力电器10%股权，与经销商建立一种产权关系，将经销商与格力电器的利益捆绑在了一起。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">此后，董明珠重整渠道，成立了一家名为盛世欣兴格力贸易有限公司的销售公司，这家公司掌控了格力全部销售渠道，随后分部陆续建立，但总部对渠道的控制力却在加强。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">在盛世欣兴诞生之际，董明珠此举曾被业内认为是有意将格力渠道独立，并运作上市，成为格力新一融资平台。不过这个说法遭到格力方面否认。有接近格力人士表示，或许是太相信格力庞大的专卖店网络，董明珠在很长一段时间内没把电商当回事。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">家电业观察家刘步尘认为：“过去几年里，电商大规模兴起，如果家电厂商过度依赖专卖店，除自建渠道之外的渠道将无法真正发挥作用。不过一旦格力大力发展大连锁和电商，将触及原有经销商利益。过去这几年格力电商一直难以大规模发展，主要是受经销商制衡。”<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">如今电商已快走过红利时代、新零售大规模兴起，这些因素都促使格力不得不加快自己的渠道变革。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; margin: 16px 0px; widows: 1; letter-spacing: normal; padding-right: 0px; background-color: rgb(255,255,255); text-indent: 0px; -webkit-text-stroke-width: 0px; -webkit-tap-highlight-color: transparent">正是如此，近年来格力与其他渠道的关系也在缓和。格力先是与国美时隔十年摒弃前嫌再度牵手，格力空调、晶弘冰箱、大松小家电全线进驻国美线上线下门店，后又与两大电商渠道阿里、京东达成合作关系，并于与十多年未曾合作的苏宁结盟。<span style="display:none">OXnSMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】</span></p> <p style="box-sizing: border-box; white-space: normal; word-spacing: 0px; text-transform: none; color: rgb(34,34,34); padding-bottom: 0px; text-align: justify; padding-top: 0px; font: 16px/28px 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei', 'WenQuanYi Micro Hei', 'Helvetica Neue', Arial, sans-serif; padding-left: 0px; 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格力2018年或再迎巨变 董明珠将操刀渠道变革 - SMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】

格力2018年或再迎巨变董明珠将操刀渠道变革 - SMT技术网-China表面贴装技术-SMT表面贴装-SMT技术网【官网】