Ten years of baptism, e-commerce into multi-channel coexistence era

Say more than 10 years ago in 1998, in the network of "suburban London", a quack seller single-handedly, in the high 8848 meters of snow-capped mountains to open a shop, Hao Yan to create a new shopping experience. In an instant, the river spread, wildfire, this thing to discover the speed of the martial arts in the rivers and lakes spread open. Since then, China's e-commerce began to sail.

E-commerce industry after a decade of market baptism, through the vigorous development of the early days, and now enter a steady growth period, the major operators in order to achieve more efficient and powerful development, occupy the commanding heights of the market, have more in-depth, comprehensive market exploration. In the years of development, to create multi-channel e-business system has become the first choice for operators.

In fact, after 10 years of development, from the fragmented parallel competition gradually over to the existing resources of more possession and rule-making rights of competition-e-commerce channel war has begun. Under the trend of SaaS (software as service), the major vendors use SaaS to carry out the technology development application based on their own different characteristics, and make different changes in their respective channels.

When it comes to channels, E-commerce big-class Alibaba once heartache. Back in 2006, Alibaba Top Gun, claiming to "break the direct sales model, test the water agent model", "to pull the pace of the followers," but in 2010 and suddenly change the strategy "to all direct sales, all agents cut off", Ma Yun was so immersed in the "channel Door", encounter a crisis of confidence.

Into the channel, failure also channel, what is heaven, what is hell, Alibaba seems to us to make a faceted interpretation. Thus, the decision-making of channel composition is of great significance to the development of enterprises. In the channel for the king of the present, Taobao, Hunan satellite TV joint venture "Happy Taobao" general manager Wang Yulei that the future of E-commerce will be the same as the offline market, multi-channel coexistence: Brand operators can own "straight camp", can also be dealers to do business; some Taobao like Flea market, There will be brand sellers gathered Taobao Mall, Jingdong Mall and other forms of existence.

As in the martial arts novels, the main entrance to the weapons do not have any formula, the enterprise uses what kind of channel, also not invariable. Many industry observers found that the domestic well-known information operations experts in the enterprise power of the approval of the "channel development direction is determined by the user demand" seems to be the E-commerce channel needs. Therefore, there is no right and wrong, whether it is the power of China's own decade of direct marketing Road, or Taobao and Hunan TV multi-channel "marriage", as long as the appropriate business development direction, to meet the needs of enterprise customers, is the best channel.

China's power, a multi-channel e-business software provider, chooses different routes to occupy most of the Chinese small and medium-sized cities and create huge channels. Data show that the Chinese enterprises have more than 70 direct branches in the country, and in the next decade, but also to build more than 300 cities in the localization of business and service network.

Why choose this kind of route? E-commerce watchers believe that this is the genius of China's power. Now the services provided by the enterprises are basically face-to-face, because the understanding of the SMEs and their own needs, may be in the conceptual fuzzy stage, need to have a gradual in-depth understanding of the process. Not only now, but probably in the next 5-10 years longer, SMEs need such a face-to-face service. From the beginning of the establishment of such a model, the first is to open a branch in the country, and then in each place to open a branch, to the local customers directly provide face-to-face localization services, can well meet the practical needs of customers.

The industry found that multi-channel coexistence mode, but also means more energy saving. Especially since the outbreak of the financial crisis, more and more enterprises began to seek to save the cost of the road, this time, SaaS in this information has to do, but can not do a big time, played a new role-energy-saving weapon.

Still take the impetus of the enterprise as an example, in the operation mode, the Chinese enterprise power chooses to use SaaS to provide the Informatization service for the small and medium-sized enterprises, because from the cost advantage, the cost controllable, the demand changes frequently and so on each aspect consideration, the Chinese enterprise Dynamics thinks that SaaS is the most suitable informationization realization In their view, direct marketing = service, is the extension of the SaaS model, each sales person is a service personnel, and customers to form a partnership to help customers complete the information program.

Focus on the future, the new decade of E-commerce Development, the channel is bound to be the most important, according to the actual needs of customers around the establishment of multi-channel local direct sales team to help more enterprises to realize information and on the road of information faster and better, will become the mainstream channel development model.

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