Dealers: Switching electric quotient mode gene, releasing offline marketing skill

2014 Spring Festival just past, Chen Shi and not hesitate to participate in the Electric Circle party, for which he pushed off the Wednesday company meeting. "For me, the most important thing now is to find the right direction, what can I do in five years?" Chen Shi, a dealer engaged in traditional clothing for ten years, agents in Beijing 5 brands, operating more than 60 shopping malls counters and stores, the annual sales scale of nearly 200 million yuan; 2008 began to focus on the electrical business, but simply try. In the past two years, his overall turnover has begun to stagnate, with plans to close dozens of loss-making stores and to abandon two poorly developed brands. As a traditional dealer, Chen Shi began to wonder: where is the future?

Also in 2008, Yang Xiaohang and her husband redesigned the two-person division: Her husband was responsible for production, and she charge sales and finance. That year, suffering from the traditional channel sales difficult to open the situation, Yang contains an attempt to open a Taobao shop. Starting from the registered shop, each link she personally involved, and then gradually expanded to the day cat, Taobao, Jingdong, Alibaba and other electric platform. Today, Yang Xiaohang and the husband created by "checkedout more than meters to" has become the first day of cat sales of food and clothing brand. " "Industry data can be seen, catering kitchen clothing market space is very large, the future has tens of billions of scale, but no leading brands." Domilai is now the industry's best, and only 100 million of the size of the future there is a lot of room for improvement!" Unlike Chen, Yang Xiaohang knows the direction of the future.

Chen Shi represents a group-distributor, Yang Xiaohang represents the "brand quotient" this group. Then came another group, the platform side. In this rapidly changing era, the role and position of the self revolution, how to seize the future of the views are countless, but through a number of cases we still faint touch to the lifeblood of the law.

The core goal of the development of the distributors, brands and Taiwanese companies

Dealers: Switching electric quotient mode gene, releasing offline marketing skill

A few years ago, the brand dealers must consider a problem is: How to avoid online conflict? This problem has an implicit premise, is that the brand to protect the interests of dealers. Today, there can be a bit more daring: What if the brand does not want to protect it? The mobile phone industry has no dealers in millet, the car industry Tesla no dealers, home industry, the branch treasure No distributors ... How many industries can there be without dealers?

So the dealer began to think:

Can I have no dealer in this industry?

If I had to be revolutionary, how much time would I have?

Dealer's "self-revolutionary strategy":

If the goods throughput is a brand can not be ignored by the scale, that is, the absolute advantage of large distributors, you can not worry about living space, but also pay high attention to the timeline, the early start easier to obtain the power of the era of resources.

Generally speaking, if the brand manufacturers in the era of electricity to do direct business is still too high, it will also rely on the dealer model to achieve a common-win symbiosis. In particular, relying on supporting services of the industry (such as home, large household appliances, catering, etc.), all over the small and medium-sized dealers still have a living space. We need to change our thinking actively, cooperate with the brand dealers ' time strategy, and exert their role energy.

Electronic Business Times Brand: Consumer screaming threshold is increasing, brand business accelerated elimination

In the frequent contact with the electric Business Circle, Chen Shi the direction of the future although not clear, but he believes that the electricity quotient has to do not, the original did not die will die. Even if it is a fate, why not the life of their own? To become one of the Chen Shi considerations. It was completely unthinkable before, and in the era of electricity, he felt it was possible. "Wang always made a batch of down jacket and trousers last winter, since created a brand, completely no fame, in Taobao incredibly also sell very well." "Although Chen Shi didn't think it was a success, the decision to" create a brand "was truly imaginative.

The brand in the era of electronic business and the traditional era, to stare at demand, knock products. However, there are more extreme standards: to meet all the customers can think of and unexpected needs, so that everyone screaming around spread. However, as companies continue to pursue product extremes, the user's scream threshold is increased (threshold refers to the minimum value required to trigger an action or reaction to produce it). We used to buy nuts, the chance of encountering bad fruit is very satisfying. Then a brand called three squirrels, known as fine selection without bad fruit, this is enough to surprise. Later, "they" began to send the shell bag, send out the box, wipe the towel, send a variety of unexpected things, so that the user's screaming threshold step by step.

And then what? and then we're all so well-informed, you want me to scream? Please make more "Never mind". While the internet is full of amazing stories, it is undeniable that in a large business society, there are still too few goods and services to surprise customers. In many areas, the screaming threshold is still very low, the new era has awakened brand merchants, are entering the vast world.

Brand Maker, please let the user "keep screaming"

Brand is like heaven, outside people want to go in, inside people want to stay inside. How can I get in and stay?

First have to have the electric quotient gene: the product is the base, the marketing is the coefficient, the operation is the index, these three big genes you are natural to have or want the revolutionary reorganization: is the product supply chain flexible enough? Can marketing strategies keep pace with the Internet? Does the operations team know the user best? If not, either give up or revolution. On the wrong gene, there will not be the right result, just like cattle to try hard, and can not be like a horse-like Mercedes Benz.

The next thing you have to do is work hard: it's not that some people work hard, but they work harder than people who are genetically superior, and so do businesses.

Trying to question: Can the current practice change?

Trying to be curious: do something more and they scream?

Study hard: How do legends learn from my brand?

Electric Business Times platform business: Elephant Enterprise Self brush ROM, dare to discard successful gene

The word platform is hot with the advent of the internet age. In layman's parlance, I have a spot to provide a variety of ancillary services, you are in my business to make money, this is the platform.

The traditional era of platform, commercial real estate, business, such as department stores, select a suitable location is a key factor in success. And the electric business era platform business, there is no lot to enjoy the dividend, we have equal opportunities in the Internet to create a world, real gold and silver to the passenger flow into their own platform, chattering, to attract merchants to settle in. The brand effect is of course important, but it does not mean that customers on the Internet can easily flow into it.

Taobao, the role model of Beijing East, so that whenever some resources of enterprises, want to follow up imitation. In the subdivision field to do innovation, in fact, a good way of living. Zhangjian's corporate genes are internet products and technologies that have provided software services to Taobao sellers. 2011, he created a service for the local people's "small Taobao"-Amoy Changzhou, hoping to do fine localization services. Because the original enterprise gene makes the local product function easy to use and perfect, has opened up the commercial link. "Amoy Changzhou" 2013 years of sales revenue of more than 200 million, to achieve profitability.

Chen's father is a printing industry chairman, the group was founded more than 20 years, strong financial resources. But Chen does not want to inherit the mantle of the traditional printing industry, and he believes the Internet era is bound to usher in change. With overseas education background, Chen invited the professional team to do detailed market research and analysis and internal interviews, he cleared up the idea of "providing a trading platform for printing and print customers to solve the problem of idle capacity in a large number of printing companies, while at the same time providing high quality print to customers at low prices." Dachang Enterprise has accumulated many years of printing plant resources to ensure the growth of the model. When the website was online, it soon got the attention of investors, and Chen was also choosing the most suitable investor for future development.

Platform operators need to have "subversive thinking"

Multiple arguments: Who I am, what I have, what I lack.

This seems like a very simple question, but please don't just ask yourself, ask your shareholders, employees, partners, customers, and even competitors to answer this question. Then you can analyze the dominant and recessive genes of the firm.

Complete subversion: Forget who you are and remember who you want to be.

The enterprise that has the strength to do the platform must be successful, the more successful the dominant gene the more powerful, powerful to do not give recessive gene opportunity. But the so-called genetic revolution, is to discard the once successful gene, to challenge the unknown field. Only dare to push themselves to the road of revolution, to create the most suitable for their own genes, others difficult to surpass the new platform of the electric business. (In the text Chen Shi, Yang Xiaohang, Zhangjian, Chen for alias)