Strategic Points Of Strong Channel Business E-Commerce Mode

Combining the above strong channel business models, we can summarize the following important strategic points:

First, strong channel providers. Get an electric shock "It will be a revolution in the distribution channels of consumer goods in China, and the final result is far more than the current one. Electronic Commerce In order to eliminate the three major functions of profiteering price, long tail effect and excess capacity, the utility becomes more violent. The strong channel business model will reshape the channel structure and trigger the redistribution of all aspects of the industrial value chain.

Secondly, the strong channel business has the advantage of offline, especially the ability to purchase discourse power and purchasing relationship. Online shopping resources The important weights will play a key role in the integration of online shopping brands in the future. Therefore, online shopping is the diversion and impact of traditional channel store sales. In the long run, strong channel operators occupy the mainstream position of online shopping channels and form double sales channels under the online and offline channels. This is the trend of maximum probability.

Third, at present, the strong channel manufacturers of electric shocks are mainly electrical appliances and department stores. Fast food products, especially food terminals, have not yet had a large-scale electric shock. But from the perspective of market size, the development of electronic commerce in large KA/CVS enterprises will be the same trend as electrical appliances and department stores. The practice of Shanghai's online shopping brand "1 shop" will play an exemplary role in the online shopping of fast moving products.

Fourth, the strong channel business mode is to build a brand merchandise online shopping platform, and Taobao's "nameless good" (the basic function of selling goods, less brand premium), and the channel brand of all customers (essentially belongs to the category of designer brand ODM), forming a distinct distinction: the essence of the strong channel business online shopping platform is to load the online sales of brand players (or exclusive online shopping platform, such as Yin Tai), which is conducive to the expansion of the advantages of online channel accumulation, and the brand retail professional distribution value chain can be better.

Fifth, brand manufacturers with retail terminals will build an online sales platform independently, and make use of the characteristics of the network platform to extend the category of upstream and downstream products in the industry chain, not only to create different shopping experiences with physical stores, but also to increase sales varieties. Under this trend, brand manufacturers' e-business test will succeed in building the industry chain alliance or developing the whole industry chain mode.

Sixth, the online shopping competition will evolve towards oligopoly, that is, any category or type of online shopping brand will be more in line with the three or four rule of Boston: the top three brands divide the market share by more than 70%, and the online shopping platform that can not squeeze into the top three will be difficult to make profits or even survive.

The final conclusion is: the e-commerce of the strong channel business will eventually establish the online brand merchandise sales platform. The online shopping platform will form three modes of online shopping market with the emerging online shopping brand and the non brand online shopping platform, so as to meet the needs of different types of online shopping crowd.

E-commerce has a certain impact on the traditional retail channels in the near future, such as offline shopping and online shopping, but in the long run, e-commerce is a tool for strong channel traders to enter the future: using offline brand influence to get online shopping preference crowd, and making use of online shopping users and consumption data to expand and integrate the upstream and downstream industries chain.

Therefore, the strong channel business early electric shock, and the establishment of e-commerce marketing team and system, is an inevitable choice for strong channel providers. This is also a key turning point for the channel managers to shuffle the strategy: active adaptation can enter the future; passive and passive, may be eliminated by this channel revolution.

This channel revolution has just begun.