The principle is: (1) based on meeting the needs of the target market. In order to meet the needs of the target market, enterprises are required to design distribution channels that can meet the requirements of target customers in terms of time, place and way of shopping. For example, consumers of daily consumer goods want to buy at any time, conveniently and nearby, and manufacturers should choose channels that customers can easily reach. (2) Ensure the competitive advantage of the enterprise. When designing channels, manufacturers should consider whether channels are beneficial to product sales and competitive advantage. Generally speaking, similar products can use the same sales channels, but as an enterprise, when designing channels, we should consider whether there are timely product sales channels to replace the existing channels or form a competitive advantage. For example, in Beijing ice cream market, New World Food Company used to distribute products through wholesalers, while Heluxue Company adopted self-distribution mode, and enterprises directly distributed products to retail terminals, thus better controlling the market. Another example is Dell Company in the computer industry, which adopts the way of online sales, directly contacts users and understands the first-hand information of customers' needs, making its products more in line with the needs and becoming the fastest-growing enterprise in the industry. (3) It is conducive to achieving marketing objectives. When designing distribution channels, enterprises must ensure that the choice of channels can be coordinated with product strategy, price strategy and promotion strategy, which is conducive to the realization of marketing objectives. For example, in order to establish good product quality, reputation and brand image, Haier carefully selects channel members. At the initial stage of products entering the Beijing market, they only chose the four major shopping malls with consistent product positioning, high visibility and good reputation in customers' minds as sales channels, so as to make the channels cooperate with the realization of corporate marketing goals. (4) Cost saving. Channel design should also consider the circulation cost, and try to choose low-cost channels on the premise of ensuring favorable product sales. Cost factor is also one of the key factors that restrict enterprises to choose distribution channels.