Eggs or Chicken first? Second: Electric Business Channel management

The development of retail industry can not be separated from channel support, as far as the characteristics of http://www.aliyun.com/zixun/aggregation/7858.html "> traditional retail and electric power quotient are, the most important role of electric power is to simplify channel, price and product transparency, Under the line multi-channel management, the user difference brings the product, the price confusion phenomenon obtains the effective improvement;

Traditional retailing, deals are done online, the same product is limited by time and space, can not guarantee the relative consistency of the price, different customer type demand is inconsistent, the discourse right is different, make the traditional retail channel in the price, the product management has the important difficulty; the categories can be divided into enterprise users, government users, Distributors (including agents) and end consumers, this model has the following major drawbacks: First, the customer's development, maintenance cycle is too long, lack of stability, high cost, enterprises and government users are often through special relationships or bidding to establish the link, from the product requirements, to the internal audit, Procurement often requires more than one months of time, and in this process to maintain customer relations, the cost of maintenance during the difficult to control, the relationship and personnel have a great correlation, once the change of personnel, the enterprise years of efforts to establish channels may no longer exist; Offline retailing tends to perform different prices on a variety of users, product strategy; In particular, as the demand side of enterprises and government users, often a single order of purchase volume and the higher the amount, the need for retailers in the price than sold to end consumers lower, different enterprises and government users of the different discourse, In the face of these large volume users, enterprises tend to focus on short-term sales targets to make concessions to the same product to give different prices, the result is that the product price system of their own increasingly confused; third, the enterprise's profit by various channels erosion, the scale is not enough to make up for the loss of enterprises; The profit model of the enterprise is similar to pyramid , the deeper the channel, the more profit is split, as the source of the first channel of the retail enterprise profit is often the lowest. As prices fall again, the level of profits will be continuously reduced, the volume of growth is not enough to support the growing marketing and management costs;

The mode of operation of the electric dealer is to unify the multi-channel management of the line to the line, the same goods in time, space can maintain continuity and consistency, and for different customers to maintain price, product only, that is, to simplify multi-channel as a channel; with the continuous development of the electric business model, the integrated electric dealers often have a strong ability to control the channel. , you can achieve the same caliber, and as the new vertical electric dealer, in order to be able to get enough consumption support, under the guidance of O2O concept, to make the strategy of dual-line development, it often falls into the mistaken idea of the channel out of control. Because of the variety and frequency of online activities, it is very difficult to line up with the line to achieve complete consistency, Product SKU Quantity is not enough, the product line, offline differentiation can not be achieved, the end result is the same product line, under the different price of the situation; multi-channel management in the continuous overdraft enterprise profit, customer resources differentiation, as the core strategic positioning of the electric business because of the interference of offline channels and resource erosion, Unable to achieve rapid development;

So, locate in the electric business enterprise clear own strategy, the electricity merchant's core user should be the terminal consumer, in the entire channel establishment process, must clear the different stage strategy, may realize the different price strategy in the short term, but as the core resource the online user must obtain the more resources, and to the line under the continuous simplification and elimination, so that the line into the final channel.