2015-06-25 14:17
Ai Jiakai: the transformation of the Internet + distribution and direct marketing industry
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To accelerate the integration of the depth of the Internet and the circulation industry, promote circulation industry transformation and upgrading, improve circulation efficiency, to create new economic growth points, innovation and service people's livelihood, the release of the consumption potential, formulated by the Ministry of Commerce "Internet + circulation" action plan "(hereinafter called" action plan ") based on the Internet technology in the field of China's circulation application status, clearly put forward the to the Internet as the carrier, to promote the construction of the modern circulation system working train of thought, overall objectives, key tasks and main measures, for to guide the production, promote circulation, expanding consumption, absorb employment and the improvement of people's livelihood is of great significance. Released by the Ministry of Commerce of the "Internet + circulation" action plan "although the focus is in electronic commerce in rural, e-commerce in small and medium-sized cities, e-commerce into the community, online and offline interaction, cross-border electronic commerce create safe and efficient, unified, open, competitive and orderly circulation industry upgrade, but of the circulation industry under the condition of Internet + transformation and upgrading have important implications. The following is only on the circulation industry in the transformation of the direct industry to explore the transformation and upgrading of the Internet + conditions. Since the last century since 1998, China's direct selling industry experienced two transformations, although the first transition at the beginning is "transformation", but with each transformation, thorough, various types of direct selling enterprises create distinctive compound business model. This compound business model is different to traditional direct sales model, is also different from other traditional business model, but for the direct selling company's products development, direct selling market in commodity and currency circulation plays role in promoting. The first transition China mainland direct selling industry since the beginning of 1998, although the "transformation", the transformation of direct selling enterprises still create a compound marketing mode of various "direct + shop", direct selling industry began a compound marketing tour; by 2000, with the rise of the global Internet and e-commerce direct selling enterprises have become the trend, from the "transformation" to active transformation, compound marketing mode to create a unique triple play "direct + shop + Internet", which is a company of two or more than two kinds of marketing channel and terminal integration into a marketing system, and make the the collaborative operation, we will this marketing model called composite marketing business model. This stage direct marketing enterprises to create unique marketing model can be simply summarized as: direct + shop + Internet = compound marketing. Since the second transition started in 2005, direct selling enterprises have gradually realized that the personnel face-to-face service is of direct sales personnel an important part, direct selling enterprises were the second transformation and marketing model innovation, further to create different forms of "direct + shop + Internet + service" and the compound marketing mode. Here the scope of services include: consulting services, information services, training services, detection technology and so on. At the same time, the shop more is to develop in the direction of multifunctional service center and store experience; among them, Amway for two consecutive years of transition to a service, first year for the service years, the second year continue to quality service year. Second transformation stage direct marketing enterprises to further create a marketing model in spite of a variety of, can still be simply Abstract: direct + shop + Internet + service = compound marketing. Online to the line (O2O) of the interaction, interoperability, is the key link in the Internet + circulation. After direct two transformation of direct selling enterprises gradually from online to offline and explore various types of marketing business model, online: there have been some direct selling enterprises Internet applications from electronic office settlement system transformation and upgrading of marketing channels and terminal; line: shop to the service center, experience the store the upgrading and transformation of the service is to develop in the direction of specialization and skills; from online to offline connection channels showing a variety of ways, parallel, series, also have series and parallel connection. In the composite marketing system all direct selling enterprises, direct sales staff is still the mainstream marketing channel and terminal, which is such an enterprise known as the root cause of direct selling enterprises; similarly, direct sales staff have targeted customer groups is the consumer with the complexity of consumer behavior, consumer behavior complexity refers to consumer needs learn to complete the purchase of consumer behavior to the whole process, only face to face this close to the type of service to be able to make the complexity of consumption becomes easy, and this service with certain technical content of service personnel, in store, store, or direct face-to-face information services, consulting services, training services through direct sales personnel, as well as a variety of technical services, can complete the whole process from purchase to use this service, including pre-sales services, sale of services, including customer service service. Complexity of consumer behavior is the diversity, in general, to relate to human health, looks and daily life with some new technical content of the product consumption is the complexity of consumer behavior, consumer behavior of this complexity, in present technology conditions online is still not completely solved. This is personnel direct reason for the existence of the root causes. Direct selling enterprises to create from line to line compound marketing system can be a variety of marketing methods and organically integrated into a synergistic system, thus the complexity of consumption behavior of consumers to complete the entire process from purchase to use. + online than in the past on the Internet used locally, but mainly to the Internet of the information technology in the aspects of the economy, life development and promotion process. The essence of Internet + is all walks of life online, and data; + Internet including mobile Internet + data + cloud computing. This time is by the information industry was first put forward and will cause the transformation and upgrading of all walks of life, will further stimulate the direct selling industry compound marketing mode transition or upgrade, prompted the emergence of a new marketing mode. Internet + circulation will promote the direct marketing business model of compound marketing further innovation. Internet + circulation will promote the transformation and innovation of the direct selling industry. Internet + is the peoples from all walks of life to the creativity, direct selling enterprises in the field of Internet + circulation has and is creating a innovative models of all kinds of, all direct selling enterprises have their innovation models, these can be regarded as direct selling industry of the three transition or upgrade a form, which significantly change is double of the Internet in the role play. Internet + + and further combined with the direct selling industry is the development trend of the Internet + circulation, is a direct business to carry out a lot of Internet + re innovation. Role of Internet in the compound marketing system, initially for service background, electronic settlement system, at present has been to the foreground of -- development of Internet sales platform; direct sales, direct sales system in the use of third-party sales platform at the same time, with the establishment of direct selling company's e-commerce platform through the inevitable, a marketing company, the Internet sales platform unified brand products. Combination of Internet + and the direct selling industry based on derivative tools for direct selling company Internet platform + direct sale personnel of the mobile Internet, so that the direct sales personnel in company brand under the condition of using mobile Internet for his company's sales, the mobile Internet is the most prominent manifestation is through the micro channel and micro business circle developed micro marketing. At the same time, mobile Internet arm of direct sales personnel, but also makes the direct selling companies and system between the team to carry out the work more convenient. Mode innovation of Direct Selling Company under Internet + conditions. Each direct selling company is + Internet direct sales business model innovation is one of the main, some large direct sales company established "aloe micro mall" and other distinctive Internet + platform, sansei "sharing network, green" Tiancheng ", perfect" perfect life ", aloe, when an attempt is made to the company's big data and cloud computing with direct sales personnel mobile Internet micro marketing tools together. It is reported that the Amway also ready to in August this year for the distributors to establish a micro business mobile studio, and so on; at the same time, there are direct sales team and the" CITIC "third-party Internet service platform. As circulation industry chain of a part of the direct selling industry, is under the condition of Internet + a third transformation and upgrade, all direct selling companies also upgraded from line to line (o2o) interoperability compound marketing business model innovation. And circulation industry in other industries are different, the direct selling industry is public entrepreneurship, innovation and peoples, in Internet + circulation of the new economic form, will emerge out of distinctive transformation of typical enterprise, and in a group of industry chain construction, industry cluster cultivation, industrial restructuring, the group structure of the innovation will make a difference, so as to further promote the development of Internet and circulation industry. 3 Author profile: AI Jiakai: Deputy Secretary General of the Institute of the Chinese market, Beike circulation management, Dean of the college, China Institute of marketing direct marketing experts committee of the director and the secretary general, China Marketing Association circulation Professional Committee of the secretary general, China Health Care Association of food nutrition and safety professional committee, vice president, former "enterprise Herald" magazine president. (original title: Internet + circulation and the transformation of the direct selling industry) Editor: small Shen
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CNDSN June 25 hearing (China Institute of marketing direct marketing experts committee of the AI Jiakai) "Internet + is the mobile Internet, big data and cloud computing information technology through the market in the allocation of resources to optimization and integration function, the Internet innovation and economic and social will be in various areas of the depth of fusion, the real economy and industrial innovation and enhance productivity and more widely to the Internet for infrastructure and implementation tool of industrial development of the reorganization of the new form and the industrial structure formation.