Whole Network Marketing Has Become The Trend Of Outdoor Brand Development

In the first half of the year, Pathfinder 360Shop Tmall store is set up to build its own B2C platform, the "Pathfinder official mall", to open the whole network marketing pace. Simultaneous online Outdoor brand The pace of CAMEL has also been accelerating. It has not only entered the CCTV mall, but also started selling products with official micro-blog. Last year, CAMEL explicitly put forward the strategy of "network world". At the beginning of the year, the Pathfinder clearly set up "outdoor service enterprises" in the medium and long-term development plan of the released enterprises. It should become the integrator of the online outdoor platform, make full use of the electricity supplier to expand the market, and include outdoor services and brand sales to the company. In March of this year, Pathfinder's Internet technology company was established.

This is currently the two major brand in the outdoor field, which is far away from the electricity supplier's road. The two brands are also the leading brands in the field of outdoor sales. But in turn, their electricity supplier strategy is not to push up the "sales" as the ultimate goal. After years of practice, from the field of electric business to traditional fields, more and more people believe that in the future, the whole network marketing will be the only way for traditional brands to enter e-commerce. Now the pace of traditional brand e-commerce is accelerating. So is outdoor industry.

The trend of whole network marketing

Say before Online retailers To be a Taobao is now a bit of a test. Although the current and future electricity providers also follow the 721 rule, according to this ratio, the proportion of multi-channel network marketing is increasing, including the independent B2C platform. "The ratio of future Taobao platform will decrease," Gong Gong Xiang, founder of the electric shock network, proposed the idea of "online full channel marketing" two years ago, and divided the whole network channel into 10 categories. This is the anticipation from the media of the electricity supplier industry.

The prediction was born in 2012. This year, in the outdoor area, one of the two major exhibitions in the industry. Asia outdoor exhibition We have followed the pace and set up an electric business negotiation area. At the beginning of the ISPO exhibition in Beijing, the related information was that the growth rate of outdoor electricity providers and other channels was as high as 186.52%.

Judging from the current electricity supplier structure, the main reason for professional media to predict the arrival of the era of full network marketing is the corresponding change in the pattern of the electricity supplier. "In the past, the line of" traditional brand Taobao shop + Taobao distribution "is very clear. But now, the independent B2C, including Jingdong, Dangdang, suning.com, Amazon, Cuba and the restructured Tencent business, has begun to expand. Everyone is talking about the open platform, and has invested heavily in attracting investment. There is a great momentum of fighting against Taobao.

Overall, the whole network channel ecology has been diversified, so professional media suggest: brand enterprises can strive for more diverse user groups outside Taobao. It is reported that domestic men's clothing enterprises have done a telephone survey, the sample size is 100 thousand, the result has an astonishing discovery: Taobao and Jingdong customer group coincidence rate is less than 1 per thousand. This is also a great opportunity for outdoor enterprises.

The traditional brand carries on the entire network marketing, in the electricity supplier's view, there is another very important reason is the flow dispute, "before the electricity supplier can depend on the purchase flow to live, now the flow is fried very expensive, the electricity supplier can still buy the flow to live for the first two years, if now also like this, will only lose not to make money." Rice grain net relevant person in charge accepts the media interview to say frankly, now does the electricity supplier if not the entire network marketing, does not walk the open platform, does not have any opportunity.

　 The whole network marketing of e-business people's cognition

Pathfinder and CAMEL's electricity supplier strategy has been very obvious. No matter what the future outcome will be, from the current layout, we are heading for a way of marketing the whole network. So what exactly is the whole network marketing? Now, the traditional industry's whole network marketing operation is more successful than COFCO, Lenovo, SKYWORTH, seven wolves and so on. These pioneers have made various explorations to verify the conclusion that the whole network marketing has surpassed the simple channel attribute, but the tipping point of the new value of the Internet.

Take COFCO as an example, COFCO trader Zhou Ying said: "COFCO not only focuses on the sale of electricity suppliers, but also focuses on how Chinese consumers shop online after 10 years." For this reason, COFCO has organized a lot of online marketing activities to excavate and guide consumption. In addition to marketing changes, Zhou Ying also believes that the Internet will bring new values to the traditional enterprises such as products, channels, supply chains and so on. This is far from being a simple appeal to impact online sales.

The professional media gave some guidance and suggestions:

First, the whole network marketing will be Brand enterprise The best contact points to grasp the user's pulse, the depth and width of brand interaction, the touch and rapid transmission of multiple needs are enough to make it the most vulnerable brand position in the Internet age.

Two, the marketing of the whole network will be an enterprise, "Di Zhi Lu", "a man who has a lot of men, a man who has a good fortune", "a good man who has a good fortune", "a young man who has a long history", "a young man who has a lot of money"?

Three, the whole network marketing will be the touchstone of brand enterprise mode innovation. The game and collision between the brand and the whole network channel is actually an Internet process of continuous trial and error. Enterprises can build more flexible production capacity, stronger logistics distribution capability, more innovative product capability, more real-time docking IT system and more influential channel control power.

However, everything is not as good as expected. The whole network channel involves the business operation capabilities of different platforms, supply chain integration capabilities, IT system docking capabilities, logistics and warehousing capabilities, distributors' integration capabilities, flexible production capacity, online and offline collaboration capabilities. Xu Lei, CMO, issued a question like this: "brand electric providers can not sell goods anywhere, as long as they can sell, bring sales of orders on the line? There is no difference between channels. Goods do not need to be separated?"

　　 See how the pioneers break the barrier of the whole network marketing

In view of the outdoor area, Xiaobian is integrated to convey some ideas, and the industry brand that has strong strength and strength will not let go of this opportunity. The developing brand can also have a deeper understanding of the electricity supplier. As far as the other industries that have gone far ahead, such as COFCO, there are also many puzzles in the whole network marketing process. The following are the solutions for sharing.

1., facing the increasingly fierce platform promotion war, do we still follow? outdoors In the field, CAMEL is started by double ten shots. And now the price war of the electricity supplier is analyzed as just "nominal" and "gimmick". But in view of its popularity and propaganda power.

COFCO believes that to follow, in its view, similar "double eleven" big promotion activities, for strong brand business, it is not a problem, but with the brand online exposure related to the problem of life and death. However, it should be, sometimes the requirements of platform vendors will be more demanding. For example, Taobao will ask you to have half off discount. In order to avoid the price fight on line and offline, COFCO will explore a way of product combination, such as adding a teddy bear in the golden chocolate gift box, avoiding the strict price control under the line, and maximizing the exposure on the Internet.

2. another whole network operation problem is how to carry out differentiated operation under multiple platforms. "There is no doubt that there is no doubt about the coverage of the whole network distribution, but we will push different priorities. For example, you can't sell instant noodles on Taobao, but on Jingdong, this is the difference of platform characteristics." Zhou Ying, for example, said that the majority of Taobao's female users, Jingdong vice versa, at the same time, Taobao is good at using sports style to create explosive products, but Amazon's platform does not promote sales, it is more willing to encourage brands to do daily product operations, the better you do, Amazon's backstage system will give more resources to tilt. For outdoor brands, this should be based on the degree of familiarity with the platform, that is, the platform must be separated.

3.B2B distribution and B2C distribution are two pronged approaches. For COFCO, a strong 2B brand, B2C distribution is more like touchdown for consumers and the market, but the real way of distribution is B2B distribution.

The next breakthrough of COFCO is through the development of a large number of online B2B distributors, which will sink the COFCO food to the three or four line cities and other mature channels that have not been touched, thus forming a new pattern of "direct sale flagship store +B2C distribution +B2B distribution". This is an outdoor brand that can be studied by way of channel sinking. In terms of the operation of e-commerce, there are many other industries that can draw lessons from the outdoor industry. After all, they take a step forward.