E-Commerce Has Sprung Up And Traditional Distribution Patterns Are Changing.

Looking back on the history of China's retail industry, the first modern department stores replaced the supply and marketing cooperatives, becoming the mainstream of the market.

Later, it was the rise of all kinds of supermarkets and home appliance monopolized markets, becoming the mainstream form of retail business.

Now, electronic commerce suddenly rises, the traditional distribution mode is changing, and full channel retailing is becoming a new development trend.

"The real mission of a business enterprise is nothing more than two things: creating customers and retaining customers.

When we return to this essence, customers become the core of our planning channels and operations.

Jing Jie station, vice president of Alibaba group, analyzed the brand presence on the stage.

Opportunities and challenges of the times.

He has served the world daily giant Procter & Gamble for many years. With the integration of online and offline development, the O2O mode will be an important step towards the whole channel.

However, Jing Jie also pointed out that after the rapid development of the electricity supplier, many enterprises formed the channel for the operation of the electricity supplier, the platform for the operation of the electricity supplier, and the organization of the operation of the electricity supplier, but objectively, many brand enterprises also formed the consumer experience that consumers felt different between the online and offline businesses.

"Brand names are often fragmented when faced with consumers."

From last year, we vigorously advocated the whole channel to start this year.

The group further put forward the concept of "three links", with the strategy of "commodity communication, membership communication and service communication" to get through every joint of the whole channel.

Jing Jie said.

"That is to say, the interaction and experience between consumers and brands become more consistent. Consumers no longer care where to buy, but only whether they want to buy the brand.

"Service link" is the cooperation between the brand and distributors and social service providers who provide services locally, providing quality services to retain customers.

"Member communication" means using CRM member operation to achieve customer lifetime value, improve marketing ROI and speed up innovation in the era of increasing competition.

"For example, double eleven, many buyers do not want the goods, people are there, the goods are gone.

But is the product really gone? "Not necessarily, but the goods of the e-commerce team are gone."

Jing Jie said that the second scenario is that many brands have their own shops online, but consumers do not want the size and color. "But is the size and color of the goods really not there? It is not in this store, but it may be within reach of your flagship store."