Distribution Channel Control

China's distribution landscape has undergone tremendous transformations over the past decades with retailers and e-commerce players emerging as dominant forces in the wholesale segment. The traditional supply-driven ''three-tier'' wholesaling system from the era of planned economy is being increasingly replaced with demand-driven models. Under the liberalized market economy the major channel members include manufacturers, professional distribution players, auxiliary service providers, and the end users. Serving different specialized functions in the distribution process, these channel players come together to form an intricate and close-knit network. In Distribution Channel Control, the author highlights the latest developments in China's distribution system and discusses how the abovementioned players establish their respective distribution channels on a macro-, meso-, and micro-level by examining case studies pertaining to experiences of The Fung Group and other leading distributors.