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European show Bazaar women do e-commerce, 70% of sales from the distribution channels, from March 2009, the European show Bazaar Taobao officially launched on the line, followed by two years settled in pat, post music, catwalks, Jingdong several major e-commerce platform , And successfully access to these channels to promote resources to become an important brand women online, is a successful case of online distribution.
Successful e-commerce businesses, online sales channels generally will not sell less than their own official website platform, online Internet world and offline entities in the same world, the future is still the king of channels. Visionary B2C enterprises such as red children, catwalks network, the European show Bazaar have set up a special online channel department to be responsible for online channel construction.
Traditional enterprises to enter the online retail is best to adopt such a rhythm of operations: the first step, the establishment of commodity supply chain and operating system; the second step, all-round establishment of online channels; the third step, the promotion of channels. Now more than 90% of enterprises have not yet established online channels, began large-scale promotion, which is why many network promotion of input-output ratio is not ideal reasons.
In fact, there is no difference between e-commerce and traditional commercial businesses. It does not pay attention to online channels and the e-commerce promotion effect set by the distribution system will be greatly reduced. Offline sales, with the product, know to enter Wal-Mart, Carrefour, looking for regional distributors, know to do the channel, but into the online world of the Internet, do not know to do network distribution channels, and only aimlessly use Internet media to promote their own official website, without combining channels to promote the product, how to promote the effect is not greatly reduced?
Therefore, promotion must be combined with online channels to promote. Online promotion of online channels, will do more with less; and wireless channel network promotion, will be less effective.
Ten network channels
1.C2C channel:
Taobao (C2C and Taobao Lynx Mall), pat (C2C and B2C channels).
We are all familiar with this channel, it is not described in detail. At present, many traditional businesses, doing e-commerce is in Taobao shop, sales also come from the vast majority of Taobao. But for the traditional large-scale enterprises, in the long run, Taobao can only serve as a sales channel, not as the only channel, we must develop a full range of channels for the future initiative.
2.B2C mall channels:
Such as Dangdang, Joyo and so on.
Channel conditions: They are the equivalent of online channels Wal-Mart, Carrefour. In 2009, most of the top B2C Malls in China started to move to department stores, most of which were sold and other kinds of commodity supply chains were being established. This provided opportunities for traditional enterprises to enter B2C channels.
How to get in: If your product is a hot commodity on the market, there are e-commerce customer service system and other basic conditions to ensure that these platforms have a certain amount of margin space, it is possible to become a provider of these B2C platform. Note that it is more acceptable to talk in the name of a traditional company than to speak on behalf of a website.
Estimated results: According to my practical experience, if you can become the main push of these large B2C platform providers, a large platform can bring dozens of orders a day. Not to mention other small valuable B2C platform there are hundreds and thousands of orders accumulated every day a lot.
3.CPS channel:
Including third-party CPS platform and self-CPS platform. Such as yiqifa, linktech, the only network of results.
Channel situation: At present, the mainstream and fixed channel promotion of e-commerce is CPS mode, which is divided into proportion after promoting effective orders. This is a zero-risk, effective marketing approach where advertisers do not pay any advertising costs if the site owner can not bring sales to your site.
How to enter: Make alliances that surpass competitors and divide them into policies to enhance their competitiveness, and also need someone to settle and maintain them.
Estimated results: General B2C platform, CPS sales will account for 20%, do not do this channel means you lose 20% of sales. Of course, powerful companies can also set up their own CPS alliances, and once developed, complement the third-party CPS platforms and drive a larger share of sales.
4. Bank Mall channels:
China Merchants Bank, ICBC, Bank, Construction Bank and other online store.
Channel conditions: Most Chinese banks and credit card mall B2C platform are built, in my experience, the value of this channel is very large online banking bank, the bank has a large number of online banking users to pay.
How to get in: Negotiating with the bank what they care most about is their own online payment of water, knowing that people's needs are easy to enter.
Cooperation effect: We have entered China's 16 online banking mall (many branches of each bank also opened their own online mall), and conducted in-depth promotion cooperation. In addition to the actual effect of the order, the bank endorsement of the B2C platform can not be ignored. If deep cooperation with these banks, a cooperation to bring millions of sales is possible.
5. Online payment channels:
Tencent Choi Fu Tong Mall channels, Alipay Mall channels, third-party payment channels such as fast money, Central Xun and so on.
These third-party payment platform has a huge amount of users, these users have already opened online payment methods, basic online shopping experience, is a precise online shopping crowd. These platforms also want companies to use their means of payment to make big money flows. Seize their needs, show your strength and the future of the huge number of registered users, they are also willing to use their own resources to promote your website platform.
6. Portal mall channels:
Tencent QQ Member Mall, Tencent rebate Mall, Sina Mall, Sohu Mall, Netease Shopping Mall and so on.
Channel conditions: China's mainstream portals have their own B2C mall, although they are not force. The trading volume in the port mall is still not big at the moment, but the influence of the portal and the huge users are not to be underestimated.
How to enter: The portal is also welcome to cooperate directly with the manufacturers, and if these portals have advertising cooperation, combined with the promotion into the mall, will be easier.
Cooperative effect: If you occupy a good channel in these portals mall location, and strive for the promotion of resources to support the portal, and plan some promotional activities in the portal, a dedicated person to maintain the customer service of goods and personal, but also obtain dozens of daily Single sales.
As for other high-traffic sites such as End of the World, Thunder and so on, have already entered the e-commerce, but also can be used as an additional channel.
7 points mall channel:
Pingyao Miles mall / NetEase mail points mall / Ctrip and other merchants.
Channel situation: Now a lot of large users of institutions, built their own points system, and this combination of points and e-commerce. In the mall credit system, Miles is the most done, will own 40 million users' points into a mall, with the entrance of the Pingli Miles can directly buy other B2C platform products such as Shop No. 1 and red children And other goods.
How to enter: As this channel is to give them points users concessions, so the discount on the price of goods demanding, and require partners to docking with them online synchronous order operation, the technical interface requirements are high.
Cooperative effect: 60% of the total sales of No.1 store come from this channel of Pingliang Miles, surpassing the sum of the sales of other channels and the official website, and its effect is evident. Netease mailbox and Ctrip users are also massive level, some of their users will be your purchase of users, business development and public relations will bring great challenges, but once you become your sales channel, its strategic significance is very large of.
8. Carrier channel:
China Mobile Mall, China Unicom Mall, China Telecom Mall.
Channel Value: With the rise of mobile internet and the popularization of mobile payment, the strategic significance of this channel will be greater and greater, which belongs to the preemptive strategy. Our practical experience is: cooperation with China Mobile Mall every day to bring a single 10, that is, users pay to buy our mobile phone products, equal to open a sales channel and means of payment.
9. Shopping search channels:
Clever point, rebate net, easy to buy network, special price king, askyaya.
Channel value: As these shopping search users are users, its value is greater than the general entertainment information website, become one of the entrance to a mature online shopping crowd. If you can make these shopping search all included some of your website products, but also recommended in the home, bring some orders every day.
10. Site navigation channels:
hao123 / 265 / 114la shopping channel.
Effect introduction: If you can enter the navigation channel of these home shopping channel, can bring about hundreds of orders a day, but the more rigorous review, you need your brand mall keywords in Baidu every day about 5000 search job. If you do not meet this standard, you need to pay to enter the form of advertising.
Due to the lack of Internet experience in traditional enterprises, not to mention the experience of establishing online channels, we believe that professional full-channel solution providers will soon emerge to help these enterprises save their manpower and resources as soon as possible in these valuable online markets channel. Service providers also need to plan some channel promotions, shopping card channel promotion programs, group purchase and festivals, channel promotion programs, never ending online sale (bank) channel promotion programs, just as offline world into Wal-Mart stores, Promotions, to send Miss site shopping guide.
In addition, there are also companies to promote the network and the above channels combined demand, such as into the Sina Mall, Sina advertising promotions, into the Thunder mall, the use of Thunder promotion resources for channel promotion, the formation of integrated promotion effect, this kind of entry Channels and then channel promotion methods, than simply playing online advertising now, ROI can be increased several times, so as to achieve the traditional corporate tree online brand, build online channels, and promote the full integration of channel sales results.
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