Interpretation Of The 5 Trends Of Chinese Enterprises' Marketing Channel Construction

< p > strong > trend 1: either full channel or no channel < /strong > /p >

< p > the traditional PC Internet has greatly reduced the circulation cost of information and greatly improved the speed of information. Now the information distributed by enterprises around the world can be pmitted to the headquarters, making the decision and reaction speed of enterprises greatly improved, but it also creates the information gap, also known as the digital divide, that is, the development of online businesses and population is faster, and the enterprises and population below the line are even more backward.

< /p >

< p > the new mobile Internet technology integrates cloud computing, O2O, LBS, big data and other technologies to integrate online and offline. While mobile Internet is bridging the information gap, it also puts forward requirements for channel construction, that is, relying on these technology platforms to build a new channel covering the online and offline channels, or there will be no channels.

In the future, you will not be able to occupy the market by channel selection to separate consumers, because the development of technology has broken the information dominance of enterprises, breaking the geographical space differences between different regional markets, and the differences between traditional channels will also greatly reduce, and ultimately achieve the full channel, with the price and experience.

< /p >

< p > with the help of technology and platform, the perfect integration of online and offline will form a seamless channel marketing system. The relationship between enterprises and customers will become the core of competition. Enterprises must integrate themselves with the customers established by online stores, offline stores and social networking platforms.

Enterprises must learn how to turn media audiences into their fans and how to convert fans into customers to buy your products or services. This process involves two core issues: traffic and conversion rate, namely, how to get more target audiences, how to get more fans' attention and "praise", and how to pform them step by step into buying customers, which is the core of the whole channel marketing.

It is not the point whether the customer's final purchase behavior happens online or offline.

< /p >

< p > consumers are willing to switch between different types of channel terminals. The premise is that the terminal interface of the enterprise must be seamless integration. How do we integrate it? Let's see how IKEA did it. IKEA home began to pay attention to the impact of the Internet on the offline stores long ago, but the way it takes is that the online website is only responsible for the display and promotion function of the products. If customers are interested in a product, they still need to buy it from the offline store.

In the APP mobile terminal, the functions are limited to view member activities, inventory information, shopping lists, time limited preferences, product information, etc., and can not be purchased online directly.

This is an extreme practice, but on the other hand, IKEA's products have strong uniqueness and attractiveness in the eyes of consumers, and there are other shopping experiences under the IKEA line, which make it difficult for consumers to go to IKEA stores.

But it is undeniable that online is the main way of IKEA brand promotion. It achieves convergence through functional segmentation.

< /p >

< p > < strong > trend two: in the era of mobile Internet, social networking has become the hub of enterprise brand promotion and sales. < /strong > /p >

< p > in the mobile Internet era, social networks including Sina micro-blog, WeChat, Facebook and Twitter will become the main positions of corporate brand promotion. These social networking media will become consumers' access to information including life, shopping, news and so on. Consumers will not only get all kinds of information here, but also create and share all kinds of information through these media, including consumption and experience information related to brands and products.

All kinds of promotional information can accurately reach fans and consumers through these social networking media, and interact directly with them.

< /p >

< p > secondly, these social networking media are not only connected with online sales channels, but also connected with offline sales channels through O2O under the support of various new technologies, and can also link entity store membership cards with various online ID account systems of consumers, and use big data technology to achieve deep mining of consumer data and achieve accurate brand promotion. Moreover, the results of promotion are almost synchronous with the sales feedback, and even merged together. As mentioned earlier, enterprises may not be able to distinguish which people are doing marketing, and those people are selling.

< /p >

< p > on this point, the case of millet has done a good interpretation of this trend.

Millet is the product in the research and development stage, began to use social media to communicate with fans, collect their opinions, revise their own technology research and development and product development direction. After listing, with the power of fans, the products did not put up traditional media advertisements, only promoted the brand and products in the social network media, but established a wide popularity and brand influence in the national market.

In sales, Xiaomi abandoned the traditional offline entity channels, only through online channels and pre-sale methods, in just 3 years, in the past 2013 sold 18 million 700 thousand mobile phones.

< /p >

The success of Xiaomi P fully reveals the marketing and channel rules in the mobile Internet era.

Millet promoted the social media to the strategic level, and considered that the new media such as social networking and other new media were the main battlefields instead of the experimental fields. It attached great importance to the strategy and formed the four main positions of millet network forum, micro-blog, WeChat and QQ space. The Forum gathered target consumers, listened to the opinions and suggestions of consumers, micro-blog and QQ space spread rapidly to attract fans, WeChat served as a fast communication and interaction service with consumers.

Through these efforts, millet has become a fan of millet mobile Sina micro-blog 6 million 490 thousand, and millet Sina micro-blog has 2 million 430 thousand fans.

Fans' support is also well combined with Millet's online sales.

< /p >

< p > millet has a slogan, "because rice noodles, all millet", has a good interpretation of the millet mode and the marketing rules of the mobile Internet era. That is to thoroughly focus on the consumer, and to make fans and brands become a self media through the CRM system and interact with their fans.

< /p >

< p > < strong > trend three: < a href= "http://www.91se91.com/news/index_c.asp > > mobile terminal < /a > will become the main channel, can not move, will not sell" /strong > /p ".

< p > in the mobile Internet era, users do not need to be tied up in front of computers, but can use all kinds of fragmented time to get relevant information on the Internet. They can go online to understand the experience of online stores and check the Internet.

At this point, the network entrance is no longer biased towards online channels, but really become a tool available online and offline. The original competitive balance is now Fuxing.

< /p >

< p > secondly, because of the big difference between the mobile terminal and the PC terminal because of the screen size, technology system, browsing habits and so on, the difference between mobile shopping and traditional online PC shopping is different from that of traditional online PC shopping and offline shopping. The impact on traditional online PC channels is much greater than that of offline entities, because mobile shopping is more dependent on social media network, which is the real reason why Ma Yun was uneasy in WeChat's efforts to pay and shop.

< /p >

< p > so, in the coming 4G era, an enterprise can not have the layout of the traditional online PC terminal channel, but there can not be no mobile terminal channel layout, because there is no mobile terminal, whether offline entities or PC based traditional online channels, there is no future.

Mobile terminal is the standard for future enterprises to establish channels, is the foothold, is the main position.

< /p >

< p > < strong > trend four: < a href= "http://www.91se91.com/news/index_c.asp > > intellectualization < /a > reconstruction will enable the entity store to get a new life and find a new profit mode < /strong > /p >

< p > long tail effect, marginal cost, various cost of physical stores and many other factors form the advantage of online channels for offline stores and reduce the development space of physical stores.

But mobile Internet has brought new opportunities to offline stores. Under the support of new technologies, offline stores can expand their coverage and service scope by 3 to 5 times, and break through the concept of business circles. In this way, entities will achieve a balance between cost and profit on this basis, and find a new profit pattern and way out.

< /p >

< p > this is the layout of the channel and the channel for the construction of enterprises, which means that the density of the physical stores must be reduced. Under the support of new technology and service platform, a good store should be set up to enhance the operation capacity and service level.

If the past, the core of the physical store is location, because the location of the business circle is very scarce. It is easier to do a good job of site selection and establish a profit model for the shops. But in the mobile Internet era, the good location is important, but the importance is decreasing. The product mix, service level and the relationship with consumers become the core of its profit model.

< /p >

< p > < strong > trend five: to build < a href= > http://www.91se91.com/news/index_c.asp > > Channel > /a > on the cloud service platform is the basis for the reestablishment of the profit model of the entity store < /strong > /p >

In the era of mobile Internet, how to find new students in offline stores and leave new technologies and related service platforms such as big data and cloud computing can not be achieved. P

< /p >

< p > on the cloud computing service platform, offline stores can better understand consumers within their coverage, including their online buying behavior and data, as well as their various data in social networking media, such as which products have been viewed, what products they have purchased, what information they have shared, what brand fans, what they like, even family members, financial income and other data can be obtained, of course, they are legally obtained by authorized consumers.

In this way, when these consumers reach their service coverage, the physical stores can launch sales promotion very well, establish close ties with customers, enhance customer satisfaction, and interact with consumers through social networking media, that is, reinventing profit models through O2O.

< /p >

< p > but all this is inseparable from a technical support and service platform, that is, the integration of real O2O and offline offline needs to be realized through IT technology such as cloud computing and big data. This is the value of the OTO cloud marketing service platform being built by the rapid development of the channel.

Such a platform, of course, can be invested by large enterprises, but for small and medium-sized enterprises, it is a good choice to build a third party platform through the channel.

< /p >