Future electric dealers may be like the existing sales force, there is a pool of resources to the team

The future of electricity dealers may be like the existing sales force, there is a pool of resources.

Traditional marketing, enterprises are the hand. In large enterprises more and more large, many small enterprises still live very well, because the size of enterprises have their own hand, the main hand of large enterprises is mass communication, small enterprises are the main hand is access.

The electric dealer appeared, but lost the hand, the marketing has no place to exert, the world has nothing compared to do one thing but cannot find the effort point more sad reminders of matter.

If the electric dealer also has the hand words, that is to look for the platform to purchase the flow, thus formed to the drainage excessive dependence. This is not to find the hand, this is simply to find shackles, to tie themselves tightly on the platform, life and death, and forever controlled.

Accompanied by the electrical quotient, is the dissemination of fragmentation. My point of view is this: fragmentation is precisely the source of the independent flow of electricity dealers.

Fragmentation phenomenon as we all see, how to use debris is a big problem. As long as it is recognized that fragmentation is a resource, it can be exploited. Therefore, the future of the electricity business may be like the existing sales force, there is a pool of resources, it is this team, a steady stream of electricity to create independent traffic.

What did the electric dealer cut off?

The electric dealer boasts to chop off the circulation, realizes the manufacturer to meet directly. This is a typical business language.

When Li Zhaoxing, a former foreign minister, visited the Chinese master Ji Xianlin How to be a spokesman, he sent him 10 words: The truth does not say the whole.

It seems that business language and diplomatic language are interlinked. The truth does not say the whole, only to say that the half of their own advantage, hiding the other half of their disadvantage. Cut off the circulation link, the manufacturer can meet directly, is one example.

Do not think that the circulation link is only the circulation of goods, do not think that the circulation link only produce costs, do not create value.

Logistics is also accompanied by information flow, the logistics process is also a commercial marketing process. We will this image known as "interactive Marketing", that is, both buyers and sellers are marketers, the Chinese characteristics of the bargain is interactive marketing, the terminal promotion of supermarkets is also interactive marketing.

Now the big stores, hundreds of thousands of of a single product, not every single product can be through the mass media "pull sales", the circulation and terminal itself is the means of information dissemination. If all product information is to be disseminated through the mass, the consumer's brain capacity can not accept so much information, the consumer's mind can not store so much information.

Shopping malls, I do not know how many manufacturers to meet the merchandise, consumers in one hours to stroll through a Wal-Mart product information, absolutely more than the same time in the days of the cat Taobao on the product information obtained.

The electricity dealer cuts off the circulation link and the traditional terminal, also is cuts off the consumer to obtain more commodity information the channel. So, can the electric trader make up for the loss of information that the consumers in the circulation link cut down? Of course not.

In the electric business platform, the manufacturer is able to meet directly, but in the electric business platform can meet the product less, most products are no Yan can see.

Day cat Taobao deep like the sea, electric business into the sky cat Taobao into the sea, Ali department near thousands, consumers can quickly open the page so little, into the days of the cat Taobao, if there is no independent flow, as "raised in purdah people do not know." Consumers can meet the manufacturers, are through the day of the cat Taobao through the screening of the manufacturers, and drainage is the main basis for the electricity to the platform of the flow fee.

If marketing is to eliminate information asymmetry, then the electronic Business platform in the provision of information, but also exacerbated the information asymmetry, or to provide a platform for the benefit of consumer information.

Now the conversion rate of the platform is very low, which shows that the flow-guided consumption information does not solve the problem of information symmetry that consumers need.

The electricity trader cuts off the circulation link, the manufacturer loses the information dissemination the channel, unless constructs a new information dissemination channel, otherwise, the electricity merchant can only fall into the platform traffic dependence.

Organize the debris resources

China's traditional business is fragmented. Chinese companies are also growing by organizing fragmented resources.

In the so-called modern business of supermarket chains, supermarkets, etc., China's commercial form, whether it is a grocery store, a supermarket or a department store, is an independent store in property rights and is also independent of management. These independent stores form the terminal fragmentation.

China's channel agents are also fragmented, the current agency pattern is basically based on the county-level agent, a very small number of cross-regional agents. This is also the pattern of path fragmentation.

In response to the fragmented business landscape, Chinese enterprises have organized a huge sales force, and the salesman has organized these fragmented business resources, even into pieces, forming a nationwide coverage.

Multinational companies are different, multinational companies are basically stationed in the modern business, modern business is large-scale, chain. Once appeared in China's channel drive and brand-driven marketing debate, multinational companies mainly cover modern business, is brand-driven; Chinese companies mainly cover the traditional path of fragmentation, of course, first of all, channel-driven.

Now it's the spread of fragmentation, the fragmentation of customers. This is not a new subject for China. However, the present fragmentation is mainly about the fragmentation of the community.

The value of the community lies in strong relations, and the weakness of the community lies in its small size. This is the basic reality of the dissemination of the era of fragmentation, and the dissemination of fragmentation should be based on this basic reality.

Communication must be of sufficient scale to be commercially valuable. Because the community is a strong relationship, the size of the community does not have to be as large as the mass communication to form commercial value.

The key to the size of the community is the link, which links the fragmented community to form scale and commercial value.

To organize the fragmented community to solve two problems:

First, the establishment of a community management system. China's traditional channels are fragmented compared to developed countries, and in order to organize China's fragmented channels, Chinese companies have more marketing teams than developed countries.

In the era of fragmentation, in order to organize the fragmented community, the electric dealers may have to build their own community management teams just as they did in the past. Of course, the community is not like the channel is relatively stable, the community has great uncertainty.

Second, community links will form a technology. Access management, from instinct management, experience management, to the formation of a rigorous management science and art, which is the result of long-term development.

Organizing a community can be more difficult than a management pathway. Management difficulty includes two aspects: one is the link efficiency between the community; the second is through the Community links to achieve the goal of community infiltration, that is, no link to the community has also formed the dissemination of the effect we call the community effect spillover, more powerful spillover of the community effect, is to become widely disseminated social news.

Communities are independent sources of traffic

Organizing a fragmented community is a laborious task, and what is the community doing?

Electric business marketing needs to hand, otherwise make not dropping, cannot begin.

Buying traffic from the electricity dealer platform is a short-term practice and a serious dependency. The flow is one-time, who pay, traffic on the direction of WHO. Therefore, the drainage of the platform is unreliable.

What is the long-term dependence of the electrical business?

What can be a source of electricity? We believe that the independent flow, that is, the electricity dealers themselves can grasp, the control of the flow, which is the game with the electricity business platform of the capital.

Cat Taobao, a lot of the offline brand in the line to do, even at no cost to do the electricity business. It is not a normal practice to do so through the transfer of resources to electricity dealers. The electric dealer must find a kind of marketing tool that does not depend on outside investment and survives independently.

Traditional marketing 4P architecture, channel is not only logistics, but also information flow, promotion is mainly information flow. Although the electric dealer cuts down the channel, the dissemination also goes to the center, but the essence is still, namely the information dissemination essence is still.

The electric dealer can cut off the entity, but cannot cut off the essence. We must grasp the nature of information flow, that is, the source of traffic. In the electric business, the flow is the information guide.

When the fragmented community replaces the central media, the electricity trader will have to control the flow, only to organize the fragmented communities. In the era of fragmentation, the community is the mainstream media, although the number of communities is limited compared to mass communication, but the relationship between the members is so strong that the key to the source of independent traffic is how to organize the community effectively.

Solve the independent flow problem, the electricity quotient can develop healthily.