Feasibility Study for the Restructuring and Optimisation of dCS’ China Distribution Channel

dc生产高性能音频组件，深受全球音乐爱好者和音乐专业人士的喜爱。二十多年来，该公司的全球分销模式基本保持不变，因此dc现在希望探索机会，优化其进入市场的途径，最终目标是将他们的产品送到更多的消费者手中。这个项目的重点是在dCS的主要市场之一（也是增长最快的音频市场）——中国——进行可行性研究。这项可行性研究旨在全面识别和评估各种机会，以改善dc在中国的市场路线，重点关注下游供应链的可见性和毛利率优化。之所以选择这些领域作为重点，是因为分销渠道的节省是公司业务中最有可能影响底线的方面。此外，基于市场规模和经销商渗透率，dc相信其在中国的市场渗透率没有达到与其他主要市场相同的水平。再加上亚太地区是增长最快的音频设备市场，数据中心在这一业务领域工作的机会变得清晰起来。作为一家公司，dCS的商业模式依赖于持续的创新和保持其在数字音频领域的前沿地位。我们的产品在性能，可靠性和质量方面处于领先地位，我们的研发团队自1987年以来一直致力于确保这一点。在中国地区追求这些目标对于dCS来说是可行的，因为该公司最近获得了其产品和英国剑桥工厂的CCC认证，这对于直接参与中国市场至关重要。可以理解的是，接下来的目标是最大化这些认证的价值。这项工作预计将对发展中国家的业务产生中期和长期影响。通过提高该公司在目前占其营业额五分之一以上的地区的利润率，预计中期将对dc的利润产生直接影响。从长期来看，该渠道的可见性和控制力的提高将有助于可扩展性和市场渗透率。

dCS manufactures high-performance audio components that are enjoyed by music lovers and music professionals worldwide. The company's global distribution model has remained largely unchanged for more than two decades, so dCS would now like to explore opportunities to optimise its routes-to-market with the end goal of getting their products into the hands of more consumers. The focus of this project is a feasibility study for doing just that in one of dCS' key markets (and the fastest growing audio markets): China.This feasibility study aims to comprehensively identify and evaluate a broad range of opportunities to improve dCS' route-to-market in China, focusing on downstream supply-chain visibility and gross margin optimisation. These areas have been chosen as the focus because savings in the distribution channel is the aspect of the company's business with the largest potential to impact the bottom-line. Furthermore, based on market sizes and dealer penetration, dCS is confident that it has not achieved the same level of market-penetration in China as it has in its other key markets. Coupled with the knowledge that the Asia Pacific region is the fastest-growing audio equipment market, the case for the opportunity for dCS to work on this area of its business becomes clear.As a company, dCS' business model relies on persistent innovation and maintaining its position at the forefront of digital audio. Our products are class-leading in performance, reliability, and quality, and our R&D team has been working since 1987 to ensure this has remained the case.The key objectives of this project are to investigate, end-to-end, the route-to-market for dCS into mainland China and propose alternative structures, partners, and activities for distribution in the region. Pursuit of these objectives in the China region is only now feasible for dCS, as the company recently received CCC certification for its products and its Cambridge, UK factory---critical for direct participation in the China market. Understandably, the objective following this is now to maximise the value of these certifications. This work is expected to have both medium- and longer-term impacts on dCS' business. A direct impact on dCS' bottom line is expected in the medium-term through improving the company's margins in a region currently responsible for more than one fifth of its turnover. In the longer-term, the channel's improved visibility and control will aid both scalability and market penetration.