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Multi-channel strategy has been applied by many companies.Foeced by the pressure of middleman and aimed at control and market competition,many enterprises began to self-built channals,such enterprises in many industries increasingly common practice of self-built channels.But many businesses do not know whether the increase in the overall self-built channel sales,or just the case of looting.In this paper,we develop a nested multinomial logit model and consumer characteristics to analyze the sales cannibalization between direct channel and indirect channel,and explore the factors. In this paper,we determine the main factor for the consumer channel is divided into channel characteristics(channel service quality,convenience channel,channel risk and transaction costs for channel),situationalcharacteristics(brand reputation,brand loyalty and content),consumer characteristics(age,gender,profession and so on).The results show that:when the direct channel increased after appliance manufacturers (self-built channels),no significant market share increase, the company’s market share has not re-allocated. Increase in meidi market share of air-conditioning 0.51%, Gree air-conditioning market share increased by 0.44%, Haier air conditioning market share increased by 0.13%; the manufacturers change the market share of the total are less than 1%, showing an increase in direct channel firms can not effectively increase the total post-market share, but more of just a sales shift.Meanwhile, the air-conditioning products direct to indirect channels,sales channels, the degree exploitation of 30 to 45%, showing that business is not profitable self-built channels, and channel itself is an asset, if an enterprise can control the costs associated with self-built channels, such as management costs, self-built channel is not a step backwards. In addition, from the point of view only the price sensitivity coefficient sign is negative, and the mediea and the Gree air-conditioning affected large price cuts or promotions that can increase sales; from a positive factor, brand factors to a large the function of factors, namely, the effectiveness of the brand to consumers than product features themselves.
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