5.3 Analysis of Channel Problems5.3

5.3 Analysis of Channel Problems5.3.1 Slow Growth of Retail and Online Channels Since the establishment of thecompany , the sales volume of products in both online and offline retail channels has been increasing, but the growth rate is very slow. Online channels are the main sales channels of Leshen glasses. At present, the main online channels of Leshen glasses include famous online sales platforms such as Jingdong Mall, Taobao.com, D2C, YOHO, Xiaomabao and Meitunmama, as shown in Figure 5-2.In the past few years, the growth rate of online sales of Leshen glasses has been low, and the sales have not been ableto compare with peers.5.3.2 Low brand recognition leads to high cost of channel cooperation resourcesAs a new-generation glasses brand, Leshen Glasses does not have the conditions to build its own sales channels, and can only find cooperative platforms for channel construction. In the process of cooperating with channel platforms, due to the low brand awareness of Leshen Glasses and its low market share, it is impossible to compete with some well-known opticians who have gained a certain brand awareness. As a result, in the process of cooperation, Leshen glasses are not valued by channel dealers, and the resource cost of cooperation is expensive. Some large well-known brands have great brand loyalty among consumers, so they have the upper hand in cooperating with channel providers, and it is often the channel providers who maintain the relationship with the manufacturer. However, Leshen glasses have a short time to market, low popularity, and the price is in the middle and high end of the market, so the difficulty of market promotion is relatively large. In this case, it is often unpopular when cooperating with channel dealers, which requires high costs and even the risk of backlog of goods. In the process of developing new sales channels, the difficulty is also relatively high.5.4 Analysis of Promotion Problems5.4.1 Lack of Communication with ConsumersWhen conducting promotion activities, communication with consumers is particularly important. Sales promotion is primarily a short-term stimulus to encourage consumers to buy a product. If the salesperson provides a reason to buy, then sales promotion is to encourage people to buy immediately. Promotions can often have a crucial impact on the sales of a company's products, and a failedPromotion is likely to be the beginning of business failure. In the process of product promotion, Leshen Glasses has an obvious problem that it fails to communicate effectively with consumers. The result is that the sales discounts expected by consumers are inconsistent with the sales promotion activities carried out by enterprises, and the sales promotion cannot achieve the expected results. It not only causes losses to the company's resources and profits, but also makes consumers less favorable to the brand of Leshen glasses.5.4.2 Repeated promotionalactivities Leshen Glasses has carried out very limited promotional activities so far, but the content of the promotional activities is repeated, almost all of which are price discount activities. For example, during the Christmas period of 2015, the 30% off Christmas happy price activity was carried out, and the content was that during the Christmas period, all men's and women's sunglasses and optical glasses products can be enjoyed with 30% discount. InSeptember 2015, Leshen Glasses held the end of summer, and the end-of-season promotions were also price discounts. The contentwas to pay attention to Leshen Glasses WeChat public account to get a 20% discount code.There are many tools for consumer promotions, in addition to price discounts, there are coupons, giveaways, advertising gifts, patronage incentives, sweepstakes and games. The purpose of a promotion is also important. Generally speaking, a promotion should help strengthen product positioning and build long-term customer relationships, not just short-term sales. Therefore, according to the purpose of the promotion, the method of the promotion should be reasonably selected, and the repeated promotion of the promotion should be avoided.5.4.3 Confusion of promotional discountsGenerally speaking , price discounts are the most popular promotional method for consumers when conducting promotional activities. The results of the questionnaire survey in the fourth part of this paper also show that price discounts are the most popular among consumers, and this discount activity can effectively promote consumers' purchasing behavior. But once the promotional discount does not meet the consumers' expectations, it may jeopardize the brand image. The promotional price discounts of Leshen glasses are too confusing. By observing the price discount rules of other similar brands, it can be found that their price discounts have undergone strict market research and are in order to meet the company's sales goals. However, there is no market law in the prom