Emerging Channels: Win Win Of Graft Value

On the issue of "evolution" and "win-win" between new channels and traditional channels, the author believes that not only traditional enterprises need to change from apes to adults, but also SMEs on the Internet need new channels to win with traditional channels from human to ape. The reason is very simple, "face-to-face" communication and experience of the strength of products can not be replaced.

There is a common feature of various emerging channels, that is, when the channel is flat, communication with consumers is also "flat". In the process of communicating with consumers one to one, new channels can create a lot of derivative value. The derivative value of new channels is also a feasible way to win together with traditional channels.

For example: New channel In the process of communication with consumers, the establishment of customer database is an important derivative value. Combining this derivative value with the direct and effective sales ability of traditional channels is a very good way of cooperation.

Even a lot of people think that the most valuable part of B2C mode, such as PPG, customer and so on, is not the sales performance they created, but the huge database that rolled up in the sales process. Which company has such a consumer? data base It is entirely possible to create greater value on this basis.

New channel derivative value helps Traditional channel Epson Corp has also done very well. Its call center function has expanded to provide many services for channel providers, such as through the "dealer green channel". If dealers encounter problems that can not be solved in the sales process, EPSON call center will contact regional store support personnel in many cities, and can quickly solve the problem in the store within two or three hours.

Some people have commented on the rise of new channels: "traditional enterprises should now turn from apes (traditional channels) to people (Xiang Xin channel development), and online small and medium enterprises (Internet operators) are born to be human beings."

However, although traditional channels should "evolve" to new channels, the value of traditional channels can not be ignored. A typical phenomenon is that many Internet traders are building their own offline experience centers. For example, the boss of the platinum LEED diamond group, Xu's brother and sister, did this to sell diamond business: established experience centers in big cities such as Beijing, Shanghai and Hangzhou, so that those who had the intention to purchase would first pick out their favorite styles in their city experience centers, and then pay for them online. Experience center provides experience, sales, processing and mosaic service. This pattern has also been approved by investors. In May 2007, today's capital invested tens of millions of yuan to expand its offline experience store.