Access quickly built Han: The world is changing, how dealers in the mobile Internet under the new environment transformation?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

2014, in the heat of a year OTO concept hype, the emergence of emerging brands, the old industry subversion and other noisy lively after, Chinese entrepreneurs began to really think-if OTO is the enterprise's future channels and marketing of the necessary models or tools, then the way forward, now how to lay? Consulting: 021-33294118

June 26, China is currently the only OTO marketing services platform access to build President Han, the third public address, described the mobile Internet under the wave of several ideas restructuring, but this time to face, is an important partner of Chinese enterprises-distributors.

I. Re-understanding of business

As the business world changes rapidly, I want to share with you how business is understood in the new environment of mobile Internet, because a new understanding of business helps us to think and judge the future.

1. The decline of traditional commerce, no haven

The impact of the Internet and mobile Internet on traditional commerce is obvious. Offline flow of people in the reduction, business costs rise, consumers more and more picky, has formed a network shopping habits. Along with the business position and values have changed, a large number of brands into the platform for the company to do their own direct marketing network and platform. In this process of change, the intermediary channel vendors are constantly eliminated, the last refuge is already a storm.

2, the channel further flat, the dealer's space in the smaller

Traditional commercial from the factory, to the regional distributor, and then to the two-tier market total distribution, to the terminal, and then to consumers, from the factory price to retail prices, there will be 10 times times, five times times the margin space. But today, we find that the dealer's site is not expanding, but shrinking.

All values are transparent in the internet age. When the transparency of information becomes symmetrical, the display, environment, promotion, decoration and so on, these will not become the core competitiveness, the same quality of the movement can be replicated quickly.

So, where is the future competitiveness of distributors? The future channel mode from the enterprise directly to the terminal, and then to consumers, the radius of the business circle will be all broken, the enterprise with the Internet thinking of a city, a center, a point linked to commercial real estate radiation radius as the core of the old business facing huge problems, for dealers, How to provide follow-up continuous service will become the core competitiveness.

The whole channel is reshaping, the value of the terminal is weakening.

3, mobile Internet in reshaping the new business ecology, with the user's connection and communication more closely

The rise of mobile internet has broken the regional concept. Micro shopping platform, so that dealers do not need to purchase, directly from the factory shipments, only need to do order management on the line, consumer consumption is also more convenient.

Micro-shopping to the original single service industry and product patterns into a borderless internet-wide industry, and thus bring new changes in business. Mobile Internet is not only a chat tool, but also a large number of means to obtain information. and information is money, the flow of the whole society has been transformed into the Internet, business, goods, services are part of the information. The changes that have taken place in our five-and ten-year business form have been achieved in just a year or two today.

4. The rise of social networks will create new interactions with consumers

Traditional customer relationship management is a weak relationship that is about to be eliminated. Simple Greetings, promotional information recommendations, do not play any role, such as age, gender, geographical, vague consumer portrait era is not enough. Instead, it is precision marketing and a member management system that precipitates on the mobile side. The rise of the entire Internet, especially social networking, has revolutionized our relationship with consumers, from a weak relationship to a strong relationship.

5, operators and service providers will rise, instead of traditional retailers

Future distributors, the role is two: operators and service providers.

What is the operator, what is the operation? Organizational structure to change profoundly, from the past simple terminal maintenance into the physical store and mobile end of the art, content planning, real-time customer evaluation, online customer service, precision customer promotion, customer relationship maintenance and other operations. If you want to get the customer flow directly, you will become the operator of developing close customer relationship.

What is a service provider? In the case of homogenization of products, to provide customers with in-depth services, to bring more value-added benefits, so as to obtain customers, sticky customers, to ensure that in the same competition not to be diverted, the customer become your "loyal fans." Dealers play the role of retailers, retail service providers.

6, OTO is becoming the new standard of all business

Mobile Internet let Oto become possible, through the line, line, the formation of "same product, the same price, with the promotion of" the sales system, all the information converge to a large platform, with customers to establish a relationship with remote digestion orders, become a new port and carrier.

Re-understanding Business

In the era of mobile Internet development, how do we look at today's business? How do we think about tomorrow's business? Can we connect with the future, how to connect?

1. All business is facing internet intrusion

Used to fly a good, micro-letter came, fly a nosedive; Mobile internet came, the third party payment platform, the financial industry has been seriously impacted. In China, the two most lucrative industries?—— finance and property. They are beyond service retailing and occupy the most prosperous parts of the development: prices and commercial costs are high, but this is about to change: mobile Internet can turn traditional high cost into low cost.

2, information asymmetry business profit opportunities will no longer exist

In the mobile internet is not broke, only on the PC side, due to high flow costs, the business change is not drastic. However, the mobile internet has no boundary, low cost, break the original information asymmetry of communication, evade reliance on information asymmetry for profit, and establish a more honest system. As long as you are authentic to the customer's value multi-level presentation, through the mobile Internet, so that others more in-depth and more interesting understanding, information symmetry into a commercial golden eggs, will be the biggest new business opportunities.

3. The era of consumer sovereignty

The era of consumer sovereignty, all relations have become an inverse relationship to consumers as the origin, consumers have a greater right to speak, the right to know. In the past the era of blind and dominant product function is gone forever. The consumer orientation will receive unprecedented attention, they are eager for community, eager to participate, eager to sound, to understand consumption. Any marketing system that masks consumers ' amusement is doomed to decline and collapse.

4, offline retail terminals in 2 years will face rapid iterative intelligent Retail batch appearance

In the future, line online will be integrated. One enters the store, the identity, the expense record all presents, all all buys the behavior to push on the handset immediately, establishes the strong relation with the consumer. Online increasingly become an information terminal, not just a retail and physical display of the terminal. You just have to think about how to get through the two points of the line and the invisible terminals, so that you multiply in the marginal market without marginal revenue.

5, mobile Internet network business structure will come soon

The network business structure, is the intelligent demand-driven business, is the big data business, a huge web business new structure. Mobile Internet has several standard: the first is H5 platform, let others can search you; the second is app, build a platform of customer trust and depth service, and the third is micro-trust platform. These three platforms will be the gateway and connection point for connecting with others in the Internet network business structure.

Iii. Re-understanding Marketing

1. The way of branding is changing

In the era of information flooding, a brief memory will be erased quickly, and the amount of advertising money invested is negligible. Today, brand building relies on the depth of customer evaluation, comprehensive service ability and customer relationship. Based on trust, the customer is willing to recommend your product in the circle of friends, then his word may be equal to 10,000, 100,000 dollars of advertising. Attention today is a big cost of scarcity, and trust is a higher level.

2. The way to get users is changing

In the past, we used to drain advertisements, rely on activities and promote ... But today, rely on the user, rely on Friends Circle, rely on direct and indirect interaction. In an era where everyone can be a chain of interest, we can use a more proactive, accurate, forward, smarter way of marketing.

3, the promotion of the way to change

In the Internet age, the use of mobile Internet platform to obtain new customer resources. With two-dimensional code promotion directly locked users, line down to get through. The new way to promote is directly with the target customers to establish contact, the advertising fee concessions to them. To the marketing personnel, the customer obtains the cost, the quantity, the conversion rate, the turnover ratio and the sales volume, these several indicators are the most crucial. Dissemination and promotion of the way in the reversal of customer acquisition-oriented, rather than brand-building-oriented.

4, the product sales model in the change

Since the brand period, the company, the Chairman, the shop assistant, everyone is a brand individual, in order to establish their own sales chain and network to achieve near-remote synchronous shopping, break the concept of space and time. The change of the Internet, will be big commercial real estate's profiteering land price reshuffle again. In the past, the era of crazy Rob shop is going to pass, now Rob is what-line online and customer service between the depth of interaction.

Iv. the future of distributors--Small Center distribution service platform will emerge in batches

The situation we face is: dealers in the flat, the Internet in the intrusion, mobile Internet in the alternative. Is there any value in the dealer? I think it's very valuable. So where's the point of value?

1, from the Porter to the platform, small center

In the past, dealers are not a platform, or rely on enterprises to operate. What are the properties of a platform? have an independent marketing center, service Center, Communication center, through these to establish a deep relationship with customers, products are built around the customer, around responsible for the establishment of the area, from the porter to the transition to the platform. What is a small center? Since the arrival of the brand, personal information is the brand, since the media is the brand, dealers are bound to become the region's small marketing center.

2, from the self-employed to the organization, specialization

The most complex ecological management of this society is business, if not organized, corporate, specialization, will not acquire the ability of customers, market development capabilities, customer service capabilities, in-depth marketing capabilities, so dealers will not have a future. All the essence of Internet is small foreground, big backstage. In the entire social ecosystem, the core of the cell is business.

In the present moment, we must think about the business model of the future--building strong relationships with customers, and turning it into a direct service user, from a company that simply earns a difference to a branded marketing organization.