GB: GB: Franchisee Is The Key To The Layout Of The Whole Channel.

In the process of implementing the whole channel, franchisees have made many contributions.

Hard to see in the eyes, but in

Ge Xing, director of O2O, seems that franchisees are the easiest to cut into the whole channel.

In July 22nd, a "face to face" video live talk show was held in Alibaba Xixi park. Ge Xing introduced the implementation and franchisees in the whole channel to be compared to administrative behavior and market behavior. He revealed that through the practice of driving through all channels, the franchisee shop was more active and efficient than the direct store.

There are four stages in the whole layout of the company, including the establishment of the whole channel structure within the enterprise, the implementation of the order cooperation with the third party cooperation platform, the completion of the "store information dissemination", "store commodity correlation" and "inventory synchronization"; the integration of online shopping centers, offline stores and logistics, so as to create a pattern of "thousands of shops under the line, thousands of faces on the line".

Through data comparison, it is found that all stores have 20%~30% improvement in terms of goods repurchase or customer service.

Ge Xing also shared in the program at the beginning of the whole channel. Based on a period of market investigation and testing, the "361" distribution system has been improved, which has helped to improve the efficiency of the store and store, and has balanced the interests of all parties, and mobilized the enthusiasm of all parties. With the change of the whole channel stage, this proportion is also being adjusted constantly.

In addition, Ge Xing as a business representative put forward the implementation of the "three links" (commodity communication, membership communication, service communication) encountered in the process of opening up members of the concerns and difficulties.

Picture left one is the electric power general manager of Ge Xing.

The following contents are arranged according to the live broadcast.

Q: host

A: O2O, chief executive of GP's men's wear, Ge Xing

Moderator: from the beginning of O2O to this year's full channel, what value does it bring from a businessman's point of view?

Ge Xing: RBA's men's clothing began to cut into the electricity supplier from 2010 to 2014 to fully promote the layout of the whole channel. In less than three years, we gradually promoted the integration of more than 400 shops and online channels, and the value of the whole channel can be divided into several levels.

First of all, channel integration. Through online cloud storage, speed up and landing business, the consumer experience can be improved. This experience comes from the increase of online store product richness. Secondly, after the whole channel business has been completed, it can change the limited display of goods under the line, and the commodity richness has broken the geographical restrictions.

When we push the whole channel business, we should pay attention to "thousands of people online and thousands of stores under the same line", so that when consumers enter the store, they can see the products displayed in kind, and can also see the online virtual display products.

This year, 618, we took the consumption data of 7 provinces under the line. According to their preferences, they brought the data from the 7 provinces to match the products, and selected products to make subdivision. This kind of promotion would probably be two times worse than the provinces without subdivision.

Second the whole channel can enhance the participation of consumers. At the end of last year, we launched a marketing activity. In the shops that are implemented through the whole channel, when the world's single sales volume reaches the top ten, some of them will be called genuine or special services, and all more than 400 outlets will constantly communicate with the core VIP and let them participate.

At this point, we found that brand, shopping guide and consumer interaction is particularly good. And when we want to give the top ten consumers' gifts, many customers refuse. They think this is very interesting. This is more fun and participation than shopping in the past.

Third, shopping guides can be involved. The implementation of the whole channel will enable them to have more standardized tools available.

The original shopping guide was launched through training, and the coverage of the whole channel was very wide. So this is standardized and easy to operate.

Fourth the biggest feeling is that the internal product efficiency is becoming more and more high.

The whole channel business promotes the working efficiency to be guided by the terminal. After the terminal guidance is pulled out, and then it adds to its advertising in various media, orders can go down and the flow can be carried down. At the same time, for internal adjustment, the previous planning activities are based on the regional units, and after the whole channel operation, the whole form and efficiency are completely different.

Moderator: in the process of the whole channel, how to overcome the resistance and problems faced by the powerful fighter?

Ge Xing: we have an advantage in promoting the whole channel, that is, the high level is very approved of this matter, so when it comes to operation, it belongs to the operational level. So we are faced with how to carry out the technology, how to achieve it, and how to let the basic employees accept the problem when all the operations are being pformed.

A single lightweight application can only be pushed forward quickly. So at the beginning, we were just like the pilot of the reform and open demarcation pilot. In Guangdong, 20 shops were launched to push the process that we want to envisage, including the process of customer maintenance and order processing, and then spread to the whole country.

In the process of pushing, we have been trying hard and trying to solve the problem of simple and standardized front-end operation. This is the biggest problem.

In order to do a lot of scenario applications, we need to add a large number of products, but when we do terminal integration, we must do subtraction.

First of all, the front-end light applications need strong support and big backstage support. Secondly, we have been discussing the relationship between businessmen and Alibaba in the promotion of all channels. I think that is the relationship between airplanes and airports. First of all, you have to ensure that the performance of aircraft is superior. This is the most basic. The whole machine room has a good running environment for the aircraft, so that the two will cooperate better.

Some businesses will choose to build an airport for themselves and rebuild a plane to fly, but in fact, it will invest heavily, so they must learn to combine.

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Moderator: many people think that compared to the franchise, direct brand is easier to implement the whole channel. What do you think?

Ge Xing: at the beginning of the implementation of the full channel, we also feel that we should cut through the direct battalion. After all, the cut in of our company should be faster, but in fact, it is faster to cut in from dealers and franchisees.

The promotion of direct operation system is a company's administrative act, but it is market behavior from dealers or franchisees. The former is traditional thinking, and the latter is the real Internet thinking.

We call Tmall, Taobao platform and so on as online, and then offline stores are called franchised stores. In fact, this concept brings us to the misunderstanding of one-way arrow in all channels. The real channel is to make online and offline interoperability.

The second is to promote this matter, for franchisees and distributors can use profit distribution to solve.

The direct operation of the company is an administrative means and a passive form.

But in the franchisee system, they know that goods in the whole channel can be pferred faster, the cost of customer maintenance is low, and the degree of commodity richness is high. He is the first beneficiary of the interest. Therefore, decision making, execution and landing are faster. This is in line with the characteristics of the front desk.

Franchisees may have to find their own way before, but now they can find that there is a strong system from headquarters to top down, they are very happy based on their support.

Through data comparison, we find that 20%~30% has been upgraded in all channels, no matter in terms of goods repurchase or customer service.

Moderator: in Tmall has been mentioning the "three links", what do you think is going to be difficult?

Ge Xing: at this level, it has been very successful, and membership is a big challenge. Businesses and platforms want to integrate their customers. At that time, the brand is concerned. The brand thinks customers are the assets of the brand, and for the platform, it also wants to turn the business customers into their own users, so there has been no agreement.

We have in-depth analysis of this matter. If we understand from the perspective of strong platform and big backstage, businesses are most concerned about the cognition of customers or users to the brand mentality. In fact, it is the integration of the whole channel through the big backstage and businesses, and the platform is called the management of brand self assets for business users. Only when the platform integrates brand assets management, businesses will be willing to open everything.

From a businessman's current perspective, consumers may buy A brand or B brand. When the brand exposes the customer's assets, of course, this asset is not a record of customers' consumption, nor is it a consumer's behavior. It's not his phone number and assets, but his cognition of the brand on the platform. For example, the user's mind has recognized the brand of "power fighter". In fact, there is nothing to worry about based on this premise.

Of course, the user will change the brand of consumption with age, and the brand will not always serve them for a lifetime. They will only serve an age group. When they want to solve this problem, the membership will be implemented very quickly. The rest of the services can be quickly implemented after the membership is passed.

Host: it is said that there is a 361 profit distribution mechanism in the power monopoly. How can this mechanism solve the whole channel problem?

Ge Xing: in the early stage of building chain operation system, Jin Ba had the same price in the same way.

Interest distribution is adjusted according to different stages. When we first try, we do have a strategy called "361", that is, who will deliver 60% in the same order, who will take 30% of the orders, and 10% of the electricity supplier, but there are both advantages and disadvantages.

According to the cost structure, the ratio of 30% to the front end is relatively large. O2O should be a profit system, leaving only 10%. This is the first stage.

After the push from top to bottom, we started to think about whether the O2O center is a service department or a profit center.

In the second stage, we find that terminal coordination and front-end customers are more important in our promotion process. The timeliness and quality of goods, including whether packaging is in accordance with standards, is very important for customer experience.

If the shipment takes up 60%, and it can not protect their interests, the front-end will start to appear mixed up. There will be problems if the brands do not go to the management. Therefore, we will adjust the shipment from 60% to 70%, and reduce the 10% before the O2O center to 5%. At this time, for the brand, we can not push this channel to promote the whole channel, so we have retained some profits.

Later, we found that after Ali Fu business, there is a strong ability to promote orders, this time the brand has a strong mediation capability.

When I have orders, there is a great deal of authority to push the distribution of orders, and you find that the way to allocate their interests and motivate them to do things has changed.

The first stage is the implementation of the brand in accordance with the executive order. The second stage begins to be adjusted by market means. He finds that he can get a large number of orders from Ali to deliver goods from the passive line to the initiative, and at the same time O2O will change from the profit center to the service center.

In the third stage, we need to protect front-end, that is, store delivery and final customer service. His ability to upgrade gives us more benefits. Only when the interests are adjusted, can the operation ability and efficiency be greatly improved.

Therefore, there is no absolute value distribution of interests, according to different stages and all channels to promote the different levels of change.