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许多跨国公司在中国最终折戟沉沙,其中最重要的原因是对中国通路的特殊性缺乏足够的认知。同样,要想理解深度分销,必须首先弄清楚中国通路的本质特征和渠道下沉的背景和机理。深度分销与市场重心下沉是一脉相承的,甚至可以说,深度分销就是渠道下沉的终极结果。
Many multinational corporations in China eventually falters, the most important reason is the lack of sufficient understanding of the particularity of China’s access. Similarly, in order to understand deep distribution, we must first understand the nature of China’s access and the sinking background and mechanism of the channel. Depth distribution and the market center of gravity is the same strain sink, and even can be said that the depth of distribution is the ultimate sinking channel.