The "Evolution" And "Win-Win" Of New Channels And Traditional Channels

Not only do traditional enterprises need to change from apes to traditional channels, but also online small and medium-sized businesses need to turn ape into man.

Today's business channels and consumption habits are quietly evolving.

Even if shopping in such a traditional way, things are changing unexpectedly.

After the "Five - one" holiday, the author, who was deeply hurt by the shopping mall, chatted with a fashionable boy who worked for a long time: "did you go shopping with your girlfriend?"

"Yes, but we spent the whole day on the shopping website!"

"Only on the Internet, didn't you look in the shop?"

"No, the Internet is very convenient, cheap and more choices."

The speed of new shopping habits is amazing.

But at the same time, the conflict between new channels and traditional channels is also emerging.

For example, a friend saw a new summer T-shirt in the mall not at that time.

But in the direct mail advertisement, the same T-shirt is only forty percent off of the shopping mall.

Order immediately.

Although traditional distributors provide all other services besides selling goods, they do not get any benefits.

But emerging shopping websites, call centers, direct mail advertising, direct marketing, directory marketing and other new channels in recent years in the commercial value of brilliant, there is an important and can not bypass the problem surfaced: how to achieve a win-win situation with traditional channels?

Rising business new channels

Last year, PPG's B2C "DELL model for men's wear" business mode shock effect has not yet passed.

Although the PPG capital chain was a problem at the end of last year, the value of the new channel was highlighted by the successful use of PPG. New channel construction has become an exciting point for many manufacturers.

In particular, there are probably the following types of new channels.

Network channel.

This is a relatively mature development of new channels.

Its volume is huge. Taking Taobao as an example, its report released in April 2008 showed that Taobao's single quarter turnover amounted to 18 billion 800 million yuan, almost equal to the annual turnover of WAL-MART in the Chinese market in 2007.

Call center.

Nowadays, the call center has developed from single telephone communication with customers to communicate with customers through telephone, fax, e-mail, text message and so on. It can complete effective sales and become the "profit center" of enterprises.

More than half of the volume of PPG and Ctrip is completed through the call center.

Direct mail advertising.

The merchant conveys the printed advertisement information to the potential customers.

For example, Japan's famous brand DHC, there are very few shops in China, and the main channel construction is placed on the postal delivery of members, and naturally there is no geographical distribution of distributors.

In addition to sales functions, more and more companies are starting to build their own brand image.

In addition, TV direct selling, newspaper catalogue marketing and so on are all very effective new channels.

But there is also a common problem: it breaks the geographical distribution of traditional distributors.

And when building new channels, if there is no time to establish a win-win mechanism with distributors under traditional channels, it is very easy for new and old channels to compete for the same batch of consumers, but the prices of products are different.

This will lead to conflict and resistance to channel providers.

And the traditional distributors' adoption of new channels will also lead to the phenomenon of "fleeing" among distributors.