The internet trend of Chinese enterprise channel construction

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Trend one: Either full channel or no channel.

More than 10 years ago, Bill Gates predicted that 21st century would be either E-commerce or no business. Now this prophecy is being validated, especially with the advent of the mobile internet era, which will be fully validated. But in the mobile internet age, the biggest challenge that enterprise faces in channel construction is: either full channel or no channel. This is also a manifestation of Bill Gates ' prediction in the field of marketing.

The traditional PC Internet makes the cost of information flow greatly reduced, the rapid increase in the company's distribution of information around the world's institutions can be carried out to the headquarters, so that the company's decision-making and response speed significantly increased, but it also caused the information gap, also called the digital divide, that is, online enterprises and population development faster, and offline enterprises and the population is more backward, the results in the channel is the line under the fragmented and fierce conflict.

New mobile interconnection technology, make the traditional PC Internet also moved, and with the help of cloud computing, O2O, LBS, large data and other technologies to achieve organic integration, that is, the future will no longer be wired offline, mobile interconnection in bridging the information gap, but also on the enterprise in the channel building requirements, That is, either rely on these technology platforms to build a new channel under the line of coverage, or there is no channel. In the future, you will not be able to use the channel to select consumers to occupy the market segments, because the development of technology has broken the enterprise's information occupies the advantage, broke the geographical space between the different regional market differences, the traditional channels of different types of differences will be greatly reduced, and ultimately achieve the full channel, with the price, the same experience.

With the power of technology and platform, line under the perfect integration, the formation of seamless connectivity of the entire channel marketing system, the relationship between enterprises and customers will become the core of competition, enterprises must be their own online online shop, offline entities stores, the social network platform from the media and other relationships with customers to build up the relationship. Enterprises must learn how to develop media audiences into their own fans, how to convert a fan into a customer to buy your product or service involves two core issues: flow and conversion, how to get more target audiences, how to get more fans attention and "praise", how to turn them into a customer purchase, This is the core of the whole channel marketing. As for the customer's final purchase behavior on the online, or the offline entity store, this is not the point, the customer can first look at the online and look, and then go to the physical store to experience, but not the final decision to buy, but he took photos to share in his social media, want to consult friends or reach people's views, He may end up online, but he goes to the physical store to pick up the goods.

Consumers so arbitrary in different types of channel terminals switch between, the premise is the enterprise Terminal front interface must achieve seamless integration, how to integrate, we look at Ikea is how to do, Ikea home in the early began to pay attention to the Internet on the offline physical store impact, However, it is the practice of online Web site only responsible for the promotion of promotional functions, customers, if interested in a product, still need to go to the offline entity store to buy. On the APP mobile side, the function is limited to viewing member activities, inventory information, shopping lists, limited-timed specials, product information, and can not be purchased directly online. This is an extreme approach, but this is another prerequisite, Ikea's products in the minds of consumers with a very strong unique and attractive, and Ikea offline there are other offline entity stores can not be the same as the shopping experience, so that consumers to IKEA entity stores have an irreplaceable value. But undeniably, online is the main way of Ikea brand promotion, it realizes the fusion through the function partition.

Trend two: In the era of mobile internet, social networking has become the hub of enterprise brand promotion and sales realization.

In the mobile internet era, social networks, including Sina Weibo, Twitter, Facebook and Twitter, will be the main sites for corporate branding, which will become a gateway for consumers to access information, including life, shopping, news, and so on. And also through these media to create, share a variety of information, including brand, product-related consumer and experience information. The various promotional and promotional information of the enterprise can reach the fans and consumers through these social network media and make direct interaction with them.

Second, these social networking media, in addition to being interconnected with online sales channels, also through the O2O way in the support of a variety of new technologies, and offline sales channels to connect with each other, but also the entity store membership card and consumer's various online ID account system, and the use of large data technology to realize the depth of consumer data mining, To achieve accurate brand promotion, and the results of the promotion and sales feedback is almost synchronized, or even merged together, as mentioned above, enterprises may not be able to tell who is the market, those people are doing sales.

In this regard, the millet case for this trend has been well explained. Millet is the product in the research and development phase began to use social media to communicate with fans, collect their views, revise their technology development and product development direction, after the product listing with the power of the fans, did not put the traditional media ads, only in the social network media brand and product promotion, But in the national market has established a wide range of visibility and brand influence. In sales, millet abandoned the traditional offline entity channels, only through the online channels and the way of pre-sale, after a short period of 3 years, in the past 2013 years to sell 18.7 million mobile phones, to achieve sales revenue of 31.6 billion yuan, and in the market share of smartphones over the apple.

The success of Millet fully revealed the mobile internet era of marketing and channel rules. Millet promotes social media to a strategic level and that the social network and other new media is the main battlefield rather than the experimental field, strategically attaches great importance to the formation of the Millet Network Forum, micro-bo, micro-letter, QQ space four major positions, the forum to accumulate target consumers, listen to consumer opinions and suggestions, Micro Bo and QQ space quickly spread attract fans Micro-mail services and consumers to quickly communicate interaction. After these efforts, Millet formed the millet mobile phone Sina Weibo 6.49 million fans, millet company Sina Weibo has 2.43 million fans. These fans are very big fans, the industry commonly known as brain residue fans, is the unconditional support of millet, like many fans unconditionally support their own idol singers, and Millet fans have a professional name "rice noodles." These rice noodles, these support, also with Millet's online sales very good combination.

Millet has a slogan called "because rice noodles, all millet", the pattern of millet and mobile internet era of marketing rules do a very good interpretation, that is, thoroughly to the consumer as the center, to the fans as the cornerstone, so that their brand, the enterprise itself becomes a media, through the CRM system and their fans interactive communication.

Trend three: The mobile end will become the main channel, can not move, the pin does not move

Mobile Internet era A major feature is the user's access to the port from the original PC to mobile phones, pad, etc. can not be limited by the location of the port. In the traditional PC Internet age, users can only stay on the Internet in a fixed location, even with the use of wireless networks and laptops and other internet equipment, but the user is generally not moving more than a building. In the age of mobile interconnection, users can surf the internet anytime, a lot of time can be used effectively, such as the original user online to see a product, want to go through the network to understand a bit more to make a decision, then he must be home or office to do, on the contrary, users see a product online, Want to go to the offline physical store to experience some, this is he must leave the computer and network. This fragmentation makes the real store in the conflict under the line online is often disadvantaged, because the offline entity shop is not competing with the online channel, but in the entire entrance with the Internet in competition.

But in the mobile internet era, it is completely different, users do not have to be tied in front of the computer, but can use a variety of fragmented time to access information on the Internet, you can go online to understand the experience of the entity shop can also view the Internet. At this time, the network entrance is no longer biased toward the online channel, but really into a line of online can be used tools, the original tilt of the competitive balance now Fuzheng.

Second, the mobile terminal because of the size of the screen, technical systems, browsing habits and the PC side there is a big difference, so the difference between mobile shopping and traditional online pc shopping than the traditional online PC shopping and offline shopping, it's impact on traditional online PC channel is much larger than offline entity channels, Because mobile shopping relies more on social media networks, this is the real reason why Ma was upset when he paid and shopped for micro-letters.

Therefore, in the coming 4G era, an enterprise can not traditional online PC-side distribution channels, but not without the channel layout of the mobile end, because there is no mobile end, both offline entity channels, or pc-based traditional online channels, there is no future. The mobile end is the standard of the future Enterprise Establishment channel, is the foothold, is the main position.

Trend four: The intelligent reengineering will make the entity shop get new life, find out the profit model

Offline entity store in the competition with the online electric business channel, online channel has a great advantage is that it is basically not subject to the position of the constraints (mainly logistics distribution capacity and cost), such as a commodity, the national market sales of only 1000, for a national market has 1000 stores under the line channel, This business cannot be done, he has no way to make the right place for consumers to find the goods in the appropriate store, and, offline physical stores are limited in size, there is no place to show. But this product, online can be fully profitable, the demand for this product, is called the long tail market. For online channel vendors, these 1000 items as long as the store in a convenient place for logistics and distribution, consumers to order and then express the past can complete the transaction, and also can make some money, and, it shows almost unlimited display space, the marginal cost of display near zero. This is the logic of the rise of the online giants Amazon. Because of such a lot of goods, online channels easily become the first consumer shopping entrance, that is, consumers want to buy something, first need to go online to see.

Secondly, with the rapid development of Chinese cities, more and more shopping malls, a line of physical stores can radiate to the number of consumers falling, coupled with the rapid development of the economy has pushed up the various costs of physical stores, making the entity shop increasingly difficult to operate. Another important reason is that China is the world's factory, and in 2008 the world economic crisis hit, many of the original exports of products into the domestic market, online channels became their convenient choice.

These many factors to form online channels for the advantages of offline entity stores, compressed the real store development space. But mobile Internet brings a new opportunity to the offline entity store, offline entity store under the support of new technology, its coverage and services to expand the scope of 3-5 times, break through the current concept of the business district, so that the entity store on this basis to achieve a balance between cost and profit, to find a new profit model and outlet.

This to the offline channel and enterprise construction channel layout, is the entity store density must be reduced, in the new technology and service platform, under the support of open a good shop, fully enhance the operational capacity and service level. In the past, the core of the physical store was location, because the location of the business district is very scarce, do a good job in locating a key, the establishment of a store profit model is easier, but in the mobile internet era, the position is important, but the importance of decline, the store's product mix, service level, and the relationship between consumers become its profit model core.

Trend Five: The channel is built on the cloud service platform, is the foundation of the real store profit model reengineering

Mobile Internet era, offline physical stores how to find new life, leaving large data, cloud computing and other new technologies and related service platform can not be done.

In the cloud computing service platform, offline entity stores can better understand their coverage of consumers, this includes their online buying behavior and data, and the data they have on social media, such as what products they've been browsing, what products they've purchased, what information they've shared, what brands they're fans of, what they like, Even family members, economic income and other data can be obtained, of course, by the consumer's authorization legally obtained. This way, entity store in these consumers reach their own service coverage can be very targeted to carry out sales promotion, establish close contact with customers, improve customer satisfaction, and can also use social network media and consumer interaction, that is, through the O2O way to realize the real store profit model reengineering.

But all this, can not be separated from a technical support and service platform, that is, the real O2O, online offline organic fusion needs to be achieved through cloud computing, large data and other IT technology, which is the rapid construction of the OTO Cloud Marketing service Platform value, Through this platform to help enterprises to achieve three-dimensional full channel construction and full network marketing. Such a platform, of course, large enterprises can invest heavily self-built, but for small and medium enterprises, the use of access to build such a third-party platform is a good choice.

Conclusion: The rise of the internet has changed all the traditional enterprises can only rely on experience and feelings of marketing activities. Data explosions, social media, channels and strategic choices will be an important force in changing the rules of marketing organization, and "marketing becomes a technology". This is Han, president of the access road, Technology Service platform has not only become the key support for China's enterprise channel reconstruction, but also the premise of whole channel construction and whole network marketing, and today, the OTO Cloud marketing service platform created by fast-path construction will become the choice of the growth engine of enterprise customization based on channel change.