不要看到别人的专卖店红红火火,就急着租店面开专卖。经销商转做专卖店,最关键的就是能否顺利向零售商的角色转换。目前保健品营销突破了“天上广告,地上渠道”的格局,专卖店异军突起,越来越多的经销商开始投资开设专卖店。由经销转而直接做零售,角色转换看似简单,却需要强大的专业技能的支持。因为供应商与零售商存在同一渠道不同层次之间的竞争,而专卖店与 Do not see other people’s shops booming, rush to rent a store to open monopoly. Dealers turn to stores, the most crucial thing is whether the smooth transition to the role of retailers. At present, marketing of health care products has broken through the pattern of “advertising in sky, channels in ground”, the emergence of specialty stores and the increasing number of distributors who have started to invest in specialty stores. Instead of direct retail sales, the role of conversion may seem simple, but requires strong technical expertise. Because suppliers and retailers exist in the same channel between different levels of competition, and stores and