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Till 2005, the market of leisure food, which means snack, reaches 22.58 billion in China. In 2006, the enterprises in Sichuan snack industry, such as: Baijia, Milaotou, Bangbangwa, Huiji, Baishixing and so on, have an individual sells volume beyond 100 million. And only for beef products, there is a huge market that is beyond 1 billion in Sichuan in 2007, in Chengdu, there are more than ten enterprises who are doing this business such as Bangbangwa, Liuyanggou, Hanshenzai, Laochuandong and so on. Besides supermarkets, convenient stores, pop-stores, superstore and wholesales, the stall-keepers in parks and places of interest, airports and internet-bars are all the suitable sells terminals.At present, the Sichuan snack food industry has an obvious polarization: several leaders has its own big sells volume and brand and modern marketing channel, but many small enterprises are still gathering in the wholesales markets to fire with price-cutting. The latter are trapped in the traditional market model, which feel very hard to develop. Nowadays, they are facing the cruel challenges from foreign, local and inshore modern enterprises and their survivals become more and more difficult. In such an environment full with price-cutting, channel competition, products-analogy and low industry entry level, how to develop themselves in their own way? How to prevent the cutthroat competitions in marketing channels of the industry?I attended in the snack food industry more than 10 years and in this article firstly have the definition of“Sichuan-style Snack Food”based on my experience. I conclude the present marketing model of Sichuan snack food from my practice, find the problems in the present marketing channel and notice the importance and feasibility and management methods for the marketing channel model renovation with theories of channel designing, distributors selecting and inspiriting, channel powers and conflicts.This article provides new developing theory guide to Sichuan snack food industry clusters from the deep research of marketing model. It also provides small snack food enterprises more modern marketing channel model to choose and enlightens my own marketing practice.
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