2016-03-25 15:39
＂Taobao + mobile social marketing mode as a new attempt to net
[straight news network Beijing March 25 news] (information times Yu Wanjia) "Internet +" is not a new topic, just about how to make use of the Internet, will achieve a balanced the interests of dealers and incentive mechanism, most direct prices are at a confusion stage of exploration. On March 22, after six months of study period, Amway officially released "Amway + Internet strategy, create a mobile social networking business system. Among them, Amway mobile studio is more like a for consumers to open similar Taobao shopping platform. In this regard, the world Chinese direct the General Assembly execution Secretary General Hu Jun said to convert the marketing mode for social way, this is the Amway in the restructuring of the industry in a large strokes. Insiders said, do not know how to balance the reward mechanism, so the direct personnel are still need to actively market and time to test.
Direct prices net is still in the exploration period
How to help direct sales personnel to interact with consumers at the same time, taking into account the distribution and balance of the direct sales staff, benefit and incentive mechanism, to become the largest problem of direct selling enterprises on the net.
In 2011, sansei has opened "sharing network, with professional brand seller cooperation, provide goods the full range of family life for juniors marketing partners and consumers. May 2013, perfect also launched "perfect life" personal shopping system platform. Subsequently, in June 2013, green founded Tiancheng, for partners to provide business platform. In early 2013, Amway is the implementation of Amway digital, Amway cloud services and other initiatives, marketing personnel can be here to watch the performance, understand the latest information, can also micro channel purchase, the use of online customer service and exchange Wyatt enjoy Hui integral.
However, the industry believes that the above initiatives did not really do offline consumers drainage to the online transaction, also failed to love online shopping consumer good communication and interaction, it is only direct sales staff a query performance, read the information, ordering, tools for the convenience of life, for the service of direct sales personnel is the initial stage of the "Internet" models, and the vast number of consumers therefore did not have any convenient, its practical significance is not prominent.
Expert: the three major causes of "net" to success
Analysis of the Jiufang Ma management consultant, chairman of the board of directors, senior marketing expert Wang Wanjun said that direct selling enterprises failed to borrow "Internet" for three reasons. First, many companies use the Internet as a label and join the "Internet" concept, just follow the trend of speculation or stunt. Second, try to do the "Internet", to recognize the essential attribute is to emphasize the experience, but we are lack of professional talents, the enterprise decision-making can not see the relationship, certainly do not run. Third, channel conflict, resulting in direct conflict, the rules of the game of set up and for the benefit of the team conflict, low profit contribution rate, to mobilize the enthusiasm of the not of direct sales personnel, even if there is a good model of the Internet also is very difficult to carry on.
"Taobao" into a new mode of direct port
In March 22nd, Amway released in China "Internet plus" strategy, announced to build up to the Amway mobile social networking system, the electricity supplier Amway digital port APP, Amway cloud service micro signal, Amway mobile studio as the core, causing the attention of the industry. Reporters learned that the mobile social networking experience, the studio can be said to be like a Taobao, can share out of direct sales shop. Consumers can browse and buy the store sales personnel selected products and the latest information obtained from Amway out of the background. After the success of the transaction, all goods shipped from the Amway factory, to ensure genuine, direct sales personnel have also been automatically generated from. But whether products or information or virtual stores are Amway Corp design, do not need direct personnel trouble, greatly enhance the efficiency of direct sales personnel. In addition, the mobile studio and online training platform, marketers can take advantage of the fragmentation of time learning, the rapid growth of Master experts in a particular field, life becomes the customer advisory role.
With the Amway line is the experience of the store. Amway at the press conference also said that the future will be offline all the shops were replaced with store experience, convenient for consumers to shop experience, direct sales personnel can attract consumers to shop to participate in various community activities, before the promotion becomes to attract to link more customers, increase customer stickiness. In this way, the entrepreneur's circle of friends, social circle can really become a business circle.
Expert: the use of mobile social networking
Hu Jun believes that Amway's mobile social system is worth looking forward to. He said that in the field of direct marketing, marketing should be the main body, the Internet is only an auxiliary tool, is + Internet instead of Internet +". "But for a long period of time, the Direct Selling Company will be the Internet in front of direct sales, which is a mistake."
Hu Jun said that mobile social networking, on the contrary, heavy direct attributes, coupled with the convenience of the Internet, let dynamic team jumped and marketing for social networking, with strong direct relation with good experience and good products, the relationship of the social way of the play to the extreme, this is Amway in the restructuring of the industry in a large strokes. It is understood that there are 200 thousand direct sales personnel registered in accordance with the mobile studio, everyone has 500 friends, so there are 100 million people to participate in the system.
However, insiders also said that due to the addition of Internet sales, do not know how to balance the reward mechanism, so the direct personnel are still need to actively market and time to test. 3
(original title: "Taobao + mobile social marketing model into the net new try)
Editor: small Shen
Interpretation of hot news, sensitive events, more exclusive analysis, as in "straight thing" WeChat, scan two-dimensional code free reading.
|