Le vision, millet back to Dell Road

The recent internet marketing is very hot, millet, music as its fans, a great deal of traditional retail channels behind the style. However, the internet marketing the originator of the cat but the opposite, its 2013 years of a major strategy is O2O, using convenience stores as a courier from the point, opened the online experience shop. Cat said that the advantage of the O2O is not satisfied with the online product can be a replacement, consumers can go to the store touch.

Simple thinking is like this, Alibaba is not exactly through innovative Internet sales model has been a great success. Why can't traditional manufacturers throw away the traditional ads and ditch the channels to become upstarts in manufacturing? However, to know that the cat, Taobao is relying on the sale of mature brands of mature goods started. Line of the channel to complete the sale of goods in the understanding, communication, experience process, online completion is only the last step of sales-deal.

Can the user experience be accomplished only through online communication and virtual display? Many of the problems that have recently been revealed by the MTV television show are the focus of the business model. "Foxconn joins, rich content access, Quad core chips ..." internet marketing of home appliances often have a magical packaging, but the home appliance has a beautiful rhetoric is a must use it? And look at a survey, cloud TV, internet refrigerators, smart rice cookers and "smart" with more and more home appliances, the concept of an endless stream of intelligent. But consumers are getting more and more confused: Why do smart products look bad? There are more and more buttons for smart products, more and more products use manuals, not only the age of people difficult to understand, even young people have to spend a great effort to "delve". User experience is not on the mouth to say on the line, but also let users touch, look at, with a use.

July 3, le View announced 10000 super power in just 49 minutes sold. But July 10, there are buyers posted on the forum said their TV exploded. TV unprovoked "explosion" is only an individual phenomenon, but the blame music video TV is amazing but countless, a Wuhan users in the video forum after the sale of the panel wrote, "The TV bottom temperature is not generally high, one hours after the basic can not touch with hands."

In fact, Internet marketing is not a new concept. Remember the founder of Computer direct mode Dell? The direct sales model has been hailed as Dell's advantage in business competition, and Dell has been proud of the "zero inventory" performance. In the early days of Dell's open sales model, the model reduced middlemen and did save costs and time.

However, with the development of globalization, the direct marketing model in emerging markets has not been able to reflect the advantages. In the emerging "gold" markets, such as China and India, the model is even a blunt instrument that has prevented Dell from opening the market. Market research has found that Asian consumers prefer to see and experience things directly and make purchases.

Dell has always been a direct marketing model, the essence of the direct selling model is "customized on demand", in the clear customer needs after the rapid response and direct delivery to customers. By eliminating the middlemen and reducing unnecessary costs and time, manufacturers can make more effort to understand customer needs. For consumers, the biggest advantage of the direct marketing model is to buy cheaper products, to avoid the distribution model of the middle tier agents "exploitation", the interests of consumers themselves, but also left to the manufacturers.

There is a natural shortage in the direct marketing model. First of all, consumers can only understand the product through the network, can not intuitively determine whether a notebook computer really meet their needs. Second, because direct marketing is to send products directly to the hands of customers, equal to consumers lose the right to choose the product. It should be admitted that the computer, mobile phones, home appliances and other products are relatively standardized, but through the offline purchase, consumers can open boxes on-site inspection, if there are problems can be immediately replacement or return, online sales how to avoid such embarrassment?

The so-called "Chengye, Xiao", relying on the direct sales model of the fortune of the Dell, but now because of the abuse of direct marketing model is increasingly prominent in the sales of the PC depressed. To that end, Dell has been rethinking, and setting up an experience shop has become one of Dell's newest initiatives. Obviously, the original intention of the Dell Experience Shop is to maintain the advantage of direct selling mode, and to make up for the shortage of direct selling mode through the way of experience shop.

Then look back at the sale of mobile phone sales of the proud-Apple and Samsung. Apple's CEO, Cook, at a recent Apple financial-season report, has threatened to introduce Cook's "surge shop" plan as the number of Chinese experience shops has soared to more than twice times the current rate.

Samsung China also announced the establishment of a "Samsung Circulation Institute" in Beijing, aimed at improving sales staff service levels. Samsung, meanwhile, is starting to speed up the creation of brand-experience stores in the Chinese market similar to Apple stores. Samsung said the move was intended to "package" the "software" and hardware of the marketing channel system. To look at Lenovo, the Chinese and even the world's largest computer manufacturers are quite optimistic about the mode of offline sales, it is in the national layout of a large number of experience shop. "Experience Shop has our full range of products from mobile phone to computer to TV, can provide consumers with the most complete service." In contrast, online consumption is generally limited to basic services. "The complete service that the PR person refers to includes software installation, equipment debugging, etc."

What is the basic logic of business? What is the nature of business? Cost and quality are a pair of twins most of the time, the truth is that keeping costs down means lowering quality. If you have to twist it, I'd rather believe it involves commercial hype and marketing.