The relationship between traditional channel and new channel is ambiguous, and the road of new channel Revolution goes to where

Guide: A few years ago, manufacturers are talking about deep distribution, channel fine tillage, channel sinking. A few years later, the internet thinking, O2O and swept the entire marketing community, the traditional channels and new channels of ambiguous relations, the new channel of revolution in the end where the road?

The path of fine tillage and sinking in traditional channels

Coca-Cola as the representative of the FMCG, a few years ago, through the channel precision tillage, optimize the channel chain relationship, increase the terminal control, increase the channel information collection, become a model for the industry to emulate; Similarly, the channel of Wahaha as a sink, quickly seize the three or four-line cities, and even township markets, through the deep excavation of rural channels, Quickly seize the grassroots market. Channel fine tillage and channel sinking two kinds of classic channel management strategy, has promoted the entire marketing the deep transformation, even now, is also many enterprises still as the key management channel mentality.

Channel Precision tillage through the factory downstream of the "agent-distributor-terminal--display--Sales staff," the five channels of profit promotion, increased by the end of the recommended efforts, through the channel role of effective management and incentive to increase the end of the sales staff to recommend the product. The terminal and the end person's double recommendation promotion, thus enhances the product the recommendation, finally enhances the product the sales volume and the market share.

If the channel of fine tillage is to emphasize the management and upgrade channels, then the channel sinks emphasize channel level and channel outlets. In the saturated one or two level market, the channel cost and the competition strength, far surpasses the three or four level market, the enterprise in order to seek the lower cost, the low competition space, will inevitably sink the channel. Channel sinks are based on low-level market penetration and more channel outlets to form scale profits.

The rise of business channels

In China's "channel for the King" of the marketing environment, all this seems to be very much the heart of the enterprise. And as the internet led to the killing of the merchants, the traditional channels of change quickly began.

Taobao led van, shop 1th, Amazon, Pat Net, Dangdang, Jingdong Mall and other electric dealers, the traditional offline channel, transferred to the line. The electricity merchant claims to save the rent cost, cuts off the layer middleman to increase the price link, the enterprise faces the consumer, the cost is more economical. Under the slogan of a crusade against traditional channels, the consumer electric trader accounted for 31% of China's retail sales in 2012. Since then, the electrical business has become a new pole of the channel.

Behind the scenes from traditional channels to the channels of the Business-to-consumer

Early marketing has undergone a shift from 4P to 4 C, and what is the driving force behind the transformation of channels from the traditional to the business of vertical electricity? The transformation from 4P to 4 C reflects the important change of market role from Enterprise to consumer in the marketing behavior, the consumer is the main body of the market, the wind vane of the market, the channel is the same, from the enterprise attaches importance to the channel, to the enterprise attaches importance to consumers, marketing communication to consumers.

The productive forces promote the production relations, the modern technology progress, completely changed people's life style and the custom, promoted the social consumption relations change. In the internet age, consumers ' consumption psychology, habits, behavior, ability and so on have had the subversive change, the market consumer main body's change, is bound to bring the marketing change. The consumer main body of the Internet economy is whenever, the group of groups, the life style revolves around the Internet, instant message, network game, network amusement, net buys, the consumer main body cannot leave "net", the channel touches "net" also just homeopathy.

From the promotion channel to the O2O subversion channel

Internet marketing wind fire in a short span of several years, the emergence of mobile internet, and again subversion of the business. In the mobile internet age, the main consumer group is after the generation, the 00, they live mainly around the mobile terminal network equipment, from fixed pc to portable mobile phone, PAD. Their lifestyle is: Mobile instant messaging, mobile network games, mobile network entertainment, mobile online shopping ...

O2O change is not just a channel change. If the communication is a channel upgrade, then O2O is the subversion of the channel. O2O not only offline and online channels of the joint venture interaction, not only online experience online shopping consumption, O2O can achieve 0 channel management, 0 channel marketing.

Channel is the product from the manufacturer to the hands of consumers, the path taken. O2O lets the enterprise face the consumer directly, does not pass through the channel link, direct communicates with the consumer. O2O is a large data technology, based on the CRM system of data technology, precision analysis, precision marketing, O2O set up a direct communication platform with consumers, operating customer relationship, to do word-of-mouth and sharing.

O2O member marketing and large data marketing

In the blog, micro-blog, micro-letter heat, the formation of a new consumer groups-fans, around the fan group to do marketing, millet mobile phone interpretation of the incisively and vividly. The future competition, is no longer the product competition, is no longer the channel competition, but the end consumer competition. O2O the "experience-trade-share-trade" member La Nieu and share marketing through the closed loop of "draining--trading--pull new-member interaction-fan-Fan marketing". At this time the offline channel, tend to experience, online channels tend to warehousing, sharing platform.

Database not only can store the end consumer resources, but also can more easily grasp customer information, multi-angle, multidimensional analysis of customer consumption habits, ability to do precision marketing, to do membership, maintain membership system, improve sales performance, realize value maximization.

Channel Evolution

The change of channel marketing reflects the evolution of marketing in the new environment. The traditional marketing thinking of Chinese enterprises has gradually transformed into interactive marketing from two aspects of brand and channel. Traditional enterprises through advertising, distributors and consumers to communicate, thus establishing the traditional marketing 20 years of advertising thinking and channel thinking. And in the mobile Internet today, enterprises and consumers face-to-face communication, will drive the subversion of marketing thinking, sales growth to advertising, channel dependence, to the enterprise's own supply chain, information chain, capital chain background construction, marketing and Enterprise "three chain" vertical integration.

Wen/Ka Sun