Advance And Retreat Of Traditional Brand Building Business Channel

The Internet has changed people's way of life and changed the way of selling traditional brands.

In the era of rapid development of online e-business, a strong traditional brand under the offline sales channels has come into contact after a painful decision.

The traditional brands in these industries have the following common features: the standardization of production, the scale effect of the product, the perfect sales channel under the line, the large number of offline sales terminals, the huge sales staff and the management team.

One

For the purpose of strategic development, we should spare no effort to set up the network sales department, adopt the network retail direct system with the power of channel control and maximize the retail profits, but do not have to build the independent website sales independently. We should try our best to break through the bottleneck of network operation talents, culture and mechanism, and perseverance and advance with difficulty. Because today, we will not have the way of the electricity supplier, and tomorrow there will be no way to go.

If there is a shortage of talents in the operation of the electricity supplier, we dare not rush to adopt the direct retail business system. The expedient plan can be controlled by the generation operation. Once the time is ripe, we must adopt the channel mode of the network retail direct business system and the trust and distribution as the supplement.

Occupy the advantage of heaven, earth, and human resources, online Hangzhou has already established a perfect channel for the famous traditional brand of women's clothing, such as "blue sentiment", "autumn water people", "Jiangnan cloth dress", "beautiful clothes and beautiful shadows" and so on.

2. focusing on core business and being accustomed to outsourcing foreign brands without core business, the network shop should be the first choice for operation control.

Foreign brand enterprises have strict management level and regular operation mechanism. They are not easy to set up an e-commerce sub company and do not easily break the work process. They are highly paid, efficient and streamlined, and are good at focusing on product development, brand building and other core competencies.

Foreign brands are accustomed to outsourcing non core functions such as market research, wholesale and retail, warehousing, distribution and sales services, especially non knowledge intensive activities.

It is also defined as a non knowledge intensive activity, and the adoption of online shop trusteeship is inevitable.

The average annual salary of ordinary employees in foreign-funded enterprises is hundreds of thousands of yuan, and the rule of doing not work overtime on the night of 9 to 5 evenings and not receiving work calls at weekends is becoming a common practice. This contrasts sharply with the phenomenon of tens of thousands of salaries, day and night work of customer service, design, logistics personnel in e-commerce companies.

Different management mechanisms, workflow, corporate culture and employee structure decide that foreign brand enterprises (including some large domestic brands) are hard to implement direct retail business.

In fact, most of the famous foreign brands such as P & G, Unilever, PHILPS, HP and other famous brands such as American, Lenovo and other famous brands sell mostly by outsourcing.

For some domestic two or three line traditional brands, because of the lack of brand building ability of enterprises, the operators of electronic business are scarce, and the best way to use online marketing is to integrate the business operation and hosting system of electronic business.

We should fully believe the profession of the hosting company.

You must do better than yourself.

If the flagship store hosted by e-commerce is expected to succeed, the small and medium brands can terminate outsourcing trusteeship and independently operate the flagship store of online brand under the premise that the introduction and operation mechanism of e-commerce operators are ready.

3., for some traditional brands such as beverages, fresh food and other traditional brands, a simple online distribution system can be adopted.

Clothing, shoes, daily necessities, home textiles, household appliances and other industries, e-commerce is the subversion of traditional offline channels, and should be dominated by direct retail business.

But now or in the future, the network channel is only a supplement to the broad channels under the traditional brand line of drinks and fresh products, because the price of beverage is cheap, the weight is heavy, the customers are instant consumption, the fresh shelf life is short, the long-distance retail distribution cost is high, and the quality is difficult to guarantee.

The booming development of Tmall supermarket and Jingdong supermarket is closely related to the online distribution mode of traditional brands of beverage and food.

Some of the stock / seasonal products of clothing shoes and daily textile brands can also be packaged by Internet distribution system to sell to network distributors.

For the vast majority of Chinese traditional brands, the network distribution system and even the operation control should be expedient. It should set up an electronic business department or a subsidiary company, introduce and train business managers, and formulate management rules and assessment system suitable for the electricity supplier industry. The ultimate strategic target should be the online retail direct system with both brand and sales volume and profits.