Product Design Experience (40)-sales channels

To make a paid product, you must be involved in selling. Recently, the company's "E-net hit" popular sales ing, plus browsed "channel King" some time ago. let's talk about related experiences.

 

There are two major sales models: direct sales vs distribution. distribution should be conducted through channels, and the channels should be divided into agents (earning commission, without product ownership and inventory risks) and distribution (earning price difference, ownership of products, such as wholesalers). Currently, most of the online paid products are personal applications, so there are many direct sales, and our "E" is for enterprise users, in addition, small and medium-sized enterprises in China now have poor knowledge and the direct selling cost is too high, so we chose channel sales.

 

In terms of channel push-pull tactics, "E" obviously uses the push method. The so-called "pull" is to start the market through PR, advertising, dissemination and other means, stimulate consumers, and urge channels to find manufacturers. "push" is to concentrate on channel work, use high profits to stimulate channels to actively promote products and quickly seize the market. Pushing is suitable for products with small scale, high technical content, and complicated sales processes. Generally, new product pushing and old product pulling are applicable, "E" is the driving route of "PD à Alibaba channel sales à channel à end user ".

 

From the perspective of product design, when designing and modifying features for products sold through channels, we also need to consider the training cost of channel sales personnel and the training cost of channel vendors. They are used to selling and promoting, and it is not easy to describe a function. On the other hand, since they choose to sell through channels, it indicates that end users are insufficient in Internet application capabilities, and the corresponding design ideas should also be changed.

 

Another point is that the users of channel terminals are generally enterprises, and the differences between enterprise users and individual users have to be considered. For example, enterprise users may issue invoicing, you cannot simply consider the online payment method. In addition, due to channel intervention, multi-level pricing, proportion sharing, invoicing process, and channel policies must all have corresponding system support.

 

How can we ensure the overall customer experience? People who love user experience have raised another level of problems for sales channels. Social development leads to optimization of efficiency-division of labor, which is also due to cost considerations, our products adopt channel sales-an outsourcing form of business. Our end customers will not understand the intermediate details, and they will blame the outsources' unhappiness on the products, to reduce the score for the product experience, it seems that there is only a compromise in the end, that is, how to ensure the channel service quality to ensure the overall experience of our products?