The essence of all business is traffic, all projects, if you don’t talk about traffic, you are playing hooligans.
The ability to obtain traffic determines the expansion of the business, the ability to convert traffic determines the revenue of the business, and the cost of converting traffic determines the cost of the business... If you grasp this, you will find the essence of traffic.
The anxiety of the Internet is that every company wants to compete for new traffic in its own pool. The problem is that the pool (traffic) is so large, the Internet has already entered the second half, the growth rate has slowed down, and the stock is stuck, fighting for each other.
Only by finding the essence of the problem can we find the bull's nose to solve the problem and solve the problem fundamentally.
The essence of traffic lies in how to find a more cost-effective source of potential customers , so there are actually only three essential sources of potential customers: either from channels, from brands, or from advertisements.
Channels are constantly evolving. If you can’t keep up with the trend of channel evolution, you are actually being phased out slowly.
From a single channel, to multiple channels, to channel fragmentation, this is the evolution of channels.
Community group purchases, community group purchases, short video delivery, and online celebrity live delivery, new channels are emerging in an endless stream, and online consumption is developing rapidly. These new channel structures not only improve the convenience of consumption, but also drive the consumption scale. expand. In the first 10 months of 2021, online retail sales of physical goods increased by 14.6% year-on-year, accounting for 23.7% of total retail sales of consumer goods.
Channels are constantly being diverted, and every time a new channel appears, the sales of the old channel will inevitably decline. Enterprise development needs to embrace new channels, new tools, and new systems.
1. Offline channels
Supermarkets (RT-Mart, China Resources Vanguard, Jiajiayue, Wal-Mart, Carrefour, Lianhua)
Tetong (service areas, attractions, hospitals, schools, government canteens)
Circulation (one batch, two batches, distribution, mom-and-pop shops)
Convenience store chains (Easy Jie, Lawson, 7-11, Suning Store, JD Convenience Store, Meiyijia, Convenience Peak, Hongqi, Beiquan, Kunlun Hospitality, Tianfu, Xi'an Everyday, Suguo, Family Mart)
Direct (similar direct) stores (Watsons, Uniqlo, MINISO)
Unmanned retail stores (Tmall Unmanned Retail, Rainbow Unmanned Convenience Store, Bingo Box, Wheat Shop)
2. Online Channels
Tmall, JD.com, Pinduoduo, Vipshop, Yihaodian, Gome Online, Suning.com, Yunji Weidian, Dewu, Weidian, and community group buying (Kui Tuan Tuan, Qun Solitaire, Huacheng Farmer), etc.
There are more than 29,000 supermarkets telemarketing list in China, with an area of more than 5,000 square meters. However, the highest output per day in a single store in China is not the well-known brands such as RT-Mart, China Resources, Yonghui Supermarket and Dennis. Therefore, in terms of channel structure, it is necessary to carry out multi-channel layout, try new channels, and bravely stand in the forefront in order to remain invincible.
Specific channel development principles:
1) "Centralized resources, core breakthroughs"
The first principle in military campaigns is to "concentrate superior forces to form an absolute advantage over opponents in local areas". This is not only the key to military victory, but also a guide for market operations.
For enterprises, the success or failure of the base market channel development lies in the first wave of attacks. If the first wave is successful, the later period may be broken. If the first wave of attacks fails, it means that all personnel lose their confidence in the market. It is inevitable to transform from the base market to the non-base market. Therefore, if an enterprise needs to build a base market, it must win the first battle. The key to winning is to concentrate limited resources and make breakthroughs first.
2) "In the base market, every inch of land telemarketing list must be fought for"
All markets are dynamic and have competitors. To cultivate a market no matter how secretive and low-key it is, competitors will follow and react. It will inevitably lead to a situation of face-to-face fighting in the local market.
Channel layout At this time, defending the outlets that you have already developed means half the success, because the market is not your own, and the actual sales that have been formed in this area is a breakthrough in itself, and it is also the most important channel. A wave of shock and market impetus.
3) "Grasp big customers and penetrate completely"
What a company is most afraid of, it can take everything. There is no one-size-fits-all enterprise in this world. According to the 8020 rule, 80% of the profits of enterprises in the region are created by 20% of high-quality customers.