Full-channel value chain integration cloud service B2B solomo (group chart)

Recently, we talked about Omni-channel retailing, which means that in today's era of Internet and e-commerce, retailers will be able to interact with customers through various channels, these include websites, physical stores, service terminals, direct mail and directories, call centers, social media, mobile devices, game consoles, televisions, network appliances, and on-site services. traditional businesses do not use a new perspective, integrate different channels into an all-channel integrated experience, otherwise it is likely to be eliminated by the times."

Everyone has their own opinions on the above trends. Here we want to talk about how Shanghai Wenli Information Technology Co., Ltd. expands the concept of "Full Channel" from retail to the entire value chain field to achieve"Full-channel value chain integration

".

We will first discuss demand chain integration, and next time we will talk about supply chain integration. Supply Chain refers to the supply chain (supply end) in a narrow sense. The word "Supply Chain" in a broad sense is replaced by the value chain.

Demand Chain Integration mainly refers to the sales system. Different industries and different demand chain features, however, China's manufacturing industry, especially the pan-consumer goods manufacturing industry (including food and beverage, household daily chemical, clothing, shoes and hats, medicine, auto after-sales accessories, mechanical accessories, and consumer electronics ), the general marketing model adopts the channel sales, direct selling key customers (Ka, such as retail chain enterprises) or hybrid model.

For consumer goods manufacturers in China, the development of universal sales theory is "from channel King to terminal king to customer-centered ." The general development track of informatization construction is from the financial system to the sales management or distribution management. ERP systems are mostly used for internal process control and can be implemented later in informatization construction, however, there must be sales management or distribution management. There are many types of DMS systems in the industry that manage dealers' customers. However, DMS systems are only internal enterprise systems, in addition to the accuracy of the dealers' ordering data, the other data that must be reported by the dealers is often difficult to collect sales inventory data, and the information of the provided terminal stores is often falsely reported, or the data quality is very poor, with a large error, almost all enterprises of this type have considered this issue.

The following are various practices over the years. The evolution of the sales theory can be divided into the channel King stage, the terminal King stage, and the customer center stage:

1. Expand the original DMS Distribution Management System to IDMS. Adding I means to add online order portals for Internet-based dealers. Of course, supporting execution status collaboration includes reconciliation services.

Analysis: It seems that although it may have been a change in the order placed by the sales staff of the branch and sales platform companies, the IDMS indeed enhances the dealer's ability to integrate and interact with each other and control the group, however, the intensity of integration is only at the dealer level. It is the progress of the channel King, and it has not yet reached the level of winning the channel King terminal.

2. A software mainly used by dealers to manage and store sales and inventory is used by dealers. Of course, there are two technical practices: one is distributed, one is centralized (cloud service or Saas-type invoicing ). The overall cost of distributed architecture is too high. With the development of networks and technologies, the centralized architecture will gradually become the mainstream. Of course, the perfect combination of distributed architecture and centralized architecture will be applied. That is, you need to access the Internet when necessary. If necessary, you can perform offline operations and then perform online synchronization.

Analysis: No matter which form of invoicing, is it a proper method to store the software for dealers? It mainly depends on the business control capability of the enterprise to the dealers. If the dealers are all dedicated dealers and rely on the manufacturers, of course they can. In this way, the manufacturer System and the dealer system have become an integrated system. However, for a wide range of comprehensive dealers, inventory management is the internal business of dealers. Why should they use other people's systems for their own business? Every household has a set of purchase, sale, and inventory, and has to have a set of business systems for managing their own business. This is really a huge burden, and dealers are generally in conflict. At the same time, it may also be the most important thing to do is to give dealers a set of systems to ensure that the real business data is accurate. In addition to the ordering data, the sales data and related inventory data of terminal stores are also accurate, how can we tell the truth between the wholesale business and the terminal sales business? Even if we send people to check inventory and combine inspection shops, we can solve some problems, but in the final analysis, the integration is limited. Finally, purchase and inventory for dealers is generally paid by the manufacturer, the unit price is very low, the total price is expensive.

A simple Summary of the practice of purchasing, selling, sales, and inventory systems for dealers is to step forward to the channel to win the King terminal and further integrate the distribution channel business, but the degree of integration is limited, the manufacturer needs to implement the channel control capability as needed, and wants to ask where the benefits of its dealers are?

3. What is an ideal and feasible customer-centered stage? The customer here can be said that the end consumer also refers to the terminal store, including the dealer and the customer. Customer-centric: first, the change in concept, from a pure 4 P marketing model to a process that emphasizes the integration of customer services and value chains based on product Differences, at least to more accurately obtain market demands, analyzes the market, drives logistics and production processes based on market demands, and establishes a demand-driven model. In a customer-centric model, the dealers' terminal stores and manufacturers do not play zero-sum games, but collaborate to create value for end users.

The ideal model needs to be realized step by step, and the overall business environment needs to be mature. However, we can also be more pragmatic to see how to win with the customer-centric philosophy as the true channel. Here we use the popular solomo to describe it as follows:

　　 Figure 1: Multi-channel value chain integration

B2BCloud Community Integration(Social)In fact, what we lack is a system that can be truly integrated into the terminal. In terms of integration means, we suggest taking advantage of the great advantages of cloud services and SaaS platforms, build a B2B e-commerce system for the dealer group, so that the store and dealer's business can be quickly executed in the system, including B2C ordering and tracking order execution, the dealer can receive the order arrangement of the store, or the dealer clerk can help the store enter the order request when receiving the call from the store.

Note that this B2B cloud community e-commerce system, or Channel Terminal System, is intended for dealers and stores, rather than vendors, it should be considered that the system provides flexible price strategies and promotion capabilities for dealers, and even helps dealers obtain other potential customers. Imagine that we already have accurate dealer purchase data (sale-in). If the dealer's customer's second-level distribution terminal store's purchase data is accurate or close to accurate (sale-out ), in principle, the balance between purchase, sales, and inventory data can be fully understood. At the same time, dealers should be encouraged to upload accurate inventory data to terminal stores to facilitate store procurement decisions. However, the B2B e-commerce system is not a distributor's internal management system, but a natural trading platform for sales exchanges between dealers and customers. It naturally covers the invoicing business, but aims to help dealers do business, it is also a system that helps dealers move into the e-commerce stage. Dealers still use their financial systems to manage their own business, especially for comprehensive dealers. In the practical experience of the implementation of cultural information, of course, there will be resistance and doubt inertia. Although dealers and dealers are allowed to place orders for stores, they should be encouraged to place orders from stores (to dealers, provide credit or sales policy support, and even further encourage stores to upload POS sales and inventory data. The sales strategy for dealers should also be changed from the original sale-in mode to the out-out mode. The dealer will be rewarded for selling the product. The most critical issue is that you now have the means and methods to communicate directly with the terminal.

Wireless Integration(Mobile)Furthermore, the reality in China is that the Channel sink to obtain the needs of a wide range of cities and even rural markets, and the implementation modes such as vehicle sales have been developed, with the development of smartphones and the unification of the operating system, the dealer clerk can place orders at the store site. Generally, they can combine the inspection business to display pictures and scan shelves. Of course, tablet mobile devices can also directly access B2B website systems using browsers. By the way, there are a lot of interesting and interesting things on smartphones. The use of Instagram and Ar Augmented Reality (Augmented Reality) in consumer influence is also an effective method, but that is another topic.EDIIntegrationKaIntegration(Local)Accurate trade partnerships can prevent goods delivery and more accurately analyze the sales terminal performance in the local area. At the same time, the customer-centric perspective is to truly examine the changes of end customers. In China over the past few years, the outstanding changes of terminal customers have witnessed the rapid development of Large Retail Chain Enterprises in China. In addition to national chains, many regional leaders have emerged due to regional problems in China, cooperation with leading regional retail chains is a key issue. For manufacturers, the major changes over the years are how to change from pure channel sales to a model that emphasizes both channel and Ka (Key Account). Take Procter & Gamble as an example, at present, the company's business proportion Ka business has accounted for half of the country. Large retail chains have more stringent requirements on their own supply chain performance, such as order fulfillment rate and shelf shortage. The degree of informatization is often high. For accuracy and efficiency, they tend to be electronic data exchange (EDI) integration. It is usually called loose coupling.

The three most important types of data are the current GDS Product Information Synchronization promoted by GS1, China's item code center, which mainly enables new products between suppliers and retailers, product Information and lifecycle changes can be synchronized with retailers in a timely manner. The second type of execution data mainly includes orders. Other such data may also include order confirmation, shipping reservation, delivery notification, receipt, and invoice information that drives reconciliation automation. There are also sales and inventory data that third vendors care about. Currently, only Procter & Gamble has established an integrated approach of electronic data exchange with almost all Ka companies. It is worth noting that P & G adopts the interconnection of the third-party service provider (myb2bi) cloud platform, saving a lot of internal connection maintenance, the cost of business execution monitoring is a very efficient method, and it also lays a very good foundation for the informatization of the entire industry. The second point is that the Ka integration method may also be suitable for integration with large dealers.

EmailIntegration:Of course, in addition to the above, there are also some quick and common methods, such as asking dealers to follow the spreadsheet excel template or text file after filling in the E-mail Transmission report method. The above describes the means of integration, which is the full channel in the full channel value chain. But more importantly, integration is the first of all. For example, in the B2B Channel Terminal System or cloud service system, the operator of the system should be the manufacturer. the manufacturer can manage which enterprises can join the private cloud community in the background of the operating system, and even which sales personnel users can join the private cloud community, the main data of the manufacturer's products can be distributed throughout the entire system to distribution channels and even terminals. the manufacturer's price sales promotion policies can be distributed throughout the entire system to distribution channels and even terminals, changes the volatility and uncertainty caused by the linear Supply Chain information flow, and establishes the hub Supply Chain center enterprise integration model.

　　 Figure 2: Enterprise Value Chain Community IntegrationFull-channel value chain integration also involves full-channel integration. In addition to the internal integration (ESB/EAI) of the manufacturer's information system, two points are recommended, first, community enterprises, sales personnel users, and product master data in the background operation management system of B2B Channel Terminal Systems (sales-Oriented Product master data rather than ERP product master data requires a large number of properties and even images. The general practice is to control and provide basic product information for ERP or distribution systems). As for customer master data, further cleaning can be performed for dealer stores included in the constructed distribution system, for example, how long a non-active store can be filtered out from the system, which can be expanded to the dealer salesman information. Imagine that you can hold a top sales activity in the B2B community, reward dealers with outstanding performance.

Price policy control should be consistent. It is worth noting that B2B e-commerce procurement and sales have many similarities and differences with B2C shopping carts. Some are pre-sales activities, and some are post-Sales rebates, there are complex price policies and Rebate promotion policy controls, such as wireless terminal integration, wireless system background (if it is an independent Wireless System) the product prices and so on should be the data synchronization of the B2B community e-commerce system background operation management system, which can simply regard the B2B community e-commerce system as a system for managing the entire community, wireless and community websites are all used as front-end channels.

　　 Figure 3: Full-channel integrationSecondly, considering the B2B gateway architecture in the information system, the simplest function of welink B2B gateway is to use the EDI automation system to connect to the Ka system or large dealer system, it can also serve as the main basis of the integrated architecture: for example, synchronizing data in the community management background or providing Web Services interfaces to other channel systems. B2B gateways can also be expanded to or integrated with internal ESB to build an integrated information system. It is further integrated with problems such as gateway data cleaning (for example, multi-product code), especially the use of other methods such as email reporting, and promoted to real-time business event monitoring (such as abnormal sales inventory) and demand planning can solve the most important and urgent problems in the industry. The integration of "Full Channel" is not a simple mosaic, but a consideration of the applicability and complementarity of multiple channels, and even the creation of better integration benefits, if you can use the website to collect the vehicle routes required by the store in advance when the dealer clerk does not follow the vehicle to the store, saving logistics costs; in wireless mode, you can retrieve execution status pages from websites rather than independent applications and resolve them to your smartphone. You can provide replenishment suggestions for dealers based on terminal sales and inventory information, improve dealers' ability to grasp the demand and so on.

To sum up, there are the following points:

　　

1. how to Ensure sales strategies and obtain accurate vertical data (Supply Chain transaction data) and horizontal data (market share and terminal sales data) throughout the marketing channel (demand chain) it is the most important and top priority issue for manufacturers. 2. There are only a limited number of integration terminal methods for the provision of dealers' inventory and purchase software. The B2B integration of channel terminal into the cloud community should be considered from the dealer's perspective. Provides a system that helps dealers do business, rather than a tough business control system. 3. the purpose of B2B cloud community integration is to change the volatility and uncertainty caused by the linear Supply Chain information flow, and establish an enterprise integration model for Hub Supply Chain centers, promote the channel to win the King terminal and even the customer-centric sales method and create a win-win situation. 4. Starting from the customer's form and characteristics, there are a variety of integrated channel means, which should be integrated into a "full channel" Integrated experience.

We don't want to say "otherwise we will probably be eliminated by the times", but we can see from our practice that the promotion channel is King terminal, in the industry, value chain integration leaders do have other competitive advantages in addition to product differentiation, and even some of our customers are implementing their own sales network channels, the B2B integration cloud community has introduced similar (non-competitive) Manufacturer channels to promote the industry integration platform.

Finally, we use five C to describe and summarize: 1. customer Centric is customer-centric. It considers the concerns of customers and customers, involves ideas, and adjusts and updates the corresponding information system design. 2. Cloud SAAS is a low-cost promotion method. 3. Collaboration cooperates with customers and dealers, rather than controlling business. 4. Communication creates an understanding. business exchanges are not just document collaboration, but must make full use of Internet means to emphasize communication with customers.