The traditional enterprise does the electricity merchant encounters the benefit chain problem to train the network dealer

Editor's note: Traditional channels are destined to be the protagonist of this year's electric business arena. Recently, Suning easy to buy large-scale promotions and enter the category of department stores, the intention of "go to the electrical", and Gome also in the Bowser network after the handsome, high-profile and dangdang cooperation. Traditional channels to enter the electricity business, the electric business channel began to step up the integration of the route, and actively courted the traditional brand merchants settled in. In such a tidal wave, the traditional brand how to integrate E-commerce into their own channel strategy is a lot of traditional brand bosses think of the problem. is to rely on their own to make a separate business, or to use the existing power channels to do network distribution? Before the dim end of the purchase network, there is a high-profile rise of the network (Weibo), but what is the right model has not been conclusive. Not long ago, "China Business newspaper" reporter followed the "South China name Enterprise Observation line" In-depth Fujian interview found: The traditional clothing brand seven Wolf's practice is "the first water raises the fish, then to the big dealer carries on the amnesty support", such practice may not be a best pattern, but may give some inspiration to the traditional enterprise which intends to enter the new channel of the electric business. Most traditional brands in the process of e-commerce, there will always be two internal and external contradictions: external E-commerce channels and dealer channel conflicts, internal e-commerce departments and other departments of the conflict. "This is because E-commerce as a new business, and does not clarify with the traditional channels and business units of interest." "Seven Wolves Industrial Co., Ltd. Electronic Commerce Center (hereinafter referred to as seven Wolf Electric quotient) Director Zhongtao pointed out." It is understood that last year, seven wolves in the Taobao system on the platform of Sales reached 620 million, such a result is due to the seven Wolf Electric business effective strategy: first water fish, and then to large distributors for amnesty support. Channel strategy: Amnesty "five Tigers" from 2008 onwards, seven Wolf products have begun to sell on Taobao. At that time, most of the traditional brands did not have to pay attention to the electric business channel. At that time, the main sales on the network are inventory goods or jump to the goods. "Our strategy is to help the good and the false. Zhongtao said that the seven wolves themselves have not been involved in online sales, nor experience. Therefore, for online sales of seven Wolf products shop, as long as it does not sell fakes, prices, pick up the goods channels, etc., the company does not interfere. At the same time, seven Wolf electric dealers also opened their flagship store on Taobao platform. The aim is to understand the rules of the market and only operate in the market to know who is doing the best. Through the channels of chaos, Taobao platform 2010 years on the development of 5 large dealers, the average of one year's return on the amount of 30 million yuan, turnover of almost more than 50 million yuan, seven wolves will be called "Five Tiger Admiral." In 2010 years, seven wolf electric dealers began to network channel distribution authorization, the channel to comb the norms, at the same time on the "five Tiger Admiral" to "amnesty". Seven Wolves. Network channel authorization is divided into three levels: the first layer is the basic authorization, back to 5 million yuan to achieve the basic authorization, intermediate authorization is the amount of money in 10 million yuan, the senior authorization is 30 million yuan. In fact, whether it's "the Five Tigers" or the Other levelAuthorization, these online shop started is to experience leap goods, low-cost competition and so on. "And in the authorization, if the dealer has jumped the goods, selling fake and other acts, will ' kill without forgiveness '. "The management of network distributors is not just a simple authorization." To "Five Tiger Admiral" for example, initially, these large dealers with Taobao platform, often play price war. After being amnesty, seven Wolves electric business department began to dig their respective advantages, help them to find their differences, these big dealers are good at leisure products, some are good at business products, some are good at user data analysis. After finding their own advantages, Zhongtao targeted the distributors. For example, a dealer is good at selling trousers, then his task is to stare at the market's best sales rivals, follow each other's changes. If the dealer's trousers category exceeds the initial expected sales, the seven Wolf Electric Chambers will give the single a separate return. And another big dealer's advantage is to do inventory, then the seven Wolf Electric dealer to its characteristics to support, inventory came after the priority to him. Seven wolves and similar to the offline franchise store "Big Shop Support Program", that is, the return of the point alone. According to Zhongtao, online, some regional distributors will do some local brand promotion activities, such operating costs headquarters will bear 30%. The online "Admiral" is also regarded as a big store, seven wolves will dig their advantages, targeted to support, so that they will be willing to the same external. Product strategy: Do not do the network for a lot of traditional offline brands in order to solve the line online channel conflict, took the line to create a new brand or online production network for the strategy, and seven wolves do not do so. Zhongtao points out that those traditional brands with more serious conflicts on line, because the offline dealer inventory pressure is larger, and online flagship stores under the store under the pressure of a large number of inventory under the circumstances, has begun to sell new products or discounts than under the line to a lot of lower, this will trigger the line dissatisfaction, which leads to the line under the conflict. Seven wolves on the line of the conflict is not obvious, this and seven wolves in the offline mode. It is understood that the seven wolves rely on the expansion of the franchise, in accordance with its policy, franchise stores if 3 years do not make money, headquarters will be nationalized straight camp, the next year does not make money will be regulated. As a result, the seven wolves in the line shop nationwide only more than 1000. In this case, offline dealers are often unwilling to hoard goods, if can sell 150 pieces, often only into 100 pieces, this will avoid the loss of inventory pressure. and offline inventory pressure is small, for online discount sales are less sensitive. Seven Wolves of the electric business sector is not specifically designed for network design production network for the section. In the traditional offline channels, dealers will be based on different regional consumption characteristics of the selection. Zhongtao pointed out that in the interconnection platform, each channel users also have differences, different distributors have their own good category. And seven wolves the whole group of SKU enough, each online dealer will also according to platform characteristics and director to choose Goods. Although the network space is unlimited, but after the calculation, Taobao platform on the optimal number of stores is 200~270. Therefore, different dealers choose the style is still very different. In addition, some of the online, offline storefront is not, this is not a specialized production network for the money. There are two ways to produce this model: one is that some may be too alternative, offline sales are not good, and the aggregation effect on the line can be like this product aggregation of customers, this style into online monopoly; another way is that big dealers find competitors or network brand a product sales better, Can be proposed to absorb this style into the seven Wolf online proprietary style. Reporter observes from "Independent Regiment" to "ensemble" reporter sees on the day cat platform, seven Wolf Electric quotient also opened own official flagship store. From the page design and product configuration, this store not only undertook the sales task, more commitment to the task of brand publicity. "We want to keep the sales of the official flagship stores within 30%." Zhongtao points out that to build a controllable distribution system on the Internet, a pyramid-like sales system must be formed. Located in the spire is the flagship store, but the tower should be by the performance of a good growth of authorized stores, the middle is "five Tiger Admiral" such a big dealer. If sales of flagship stores grow too fast and other stores grow slowly, a columnar system will be formed, although the flagship store is impressive, but the share of the brand in the Internet market is limited. Many brands in order to support their own electric business channels, often their own parents, not only their own official flagship store, including other platforms on the sale of all by the electric business department to complete. In Zhongtao's view, such a way belongs to "heavy" mode. "Last year, 620 million of sales were completed by seven wolf dealers themselves, requiring at least 2000 customer service." Zhongtao pointed out that a brand of the electric business sector can not be made into a heavy model, but to the distribution system and management. But the electric business department will try first, such as seven wolves in the cat on the flagship store, but also in Jingdong, shop 1th and other open platforms to open shop or supply. In Zhongtao view, only the first to try to know the platform's user characteristics, rules, sales growth and so on. After understanding each platform in practice, it is easy to manage the distributor. In many traditional enterprises, the electric Business department is not a new business unit, is an independent company. Zhongtao that the role of the traditional brand of electric business sector must be changed with the size of the channel, "Initially is ' independent Regiment ', oneself set up the team, the boss gives the goods, to the policy, oneself kills to make the scale; the second step should be the ' security Corps ' to regulate the channels in the market and become a law enforcement officer; The third step is ' Ensemble ' that is to set the direction first, and then the tree typical, to do recognition, pull equity distribution. "Therefore, the electric Business department to do network channel managers, they need to first set a good strategy, and then let each authorized dealer to carry out their own tactics."