通路扁平化,市场重心下沉,这是中国企业在实践中得出的真理。在渠道日益重要的今天,不搞通路扁平化,固然是逆势而为。相反,在中国这样一个过于广阔的市场上,搞过度的扁平化,就是另一个极端。三株是中国通路扁平化之王,却死于无法控制的营销体系;长虹直接把电视机卖到农村,曾一度导致巨大销售额上的巨大亏损。不去做不行,做过了也不行,这大概就是中国通路扁平化的“中庸”之道…… Path flattened, the market center of gravity sink, which is the truth of Chinese enterprises in practice. In an increasingly important channel today, do not engage in a flat road, of course, is against the trend. On the contrary, in an over-broad market like China, excessive flattening is another extreme. Three were the king of flattening of China’s roads, but they died in an uncontrollable marketing system. Changhong directly sold television sets to rural areas, which once caused huge losses on huge sales. If you do not do it, you will not do it. This is probably the “golden mean” of China’s flattening