In 2011, the total output of China's coatings was more than tons, compared with 2010 output of more than 16.8% tons (equivalent). 2012 1-5 months, the national paint production of up to a ton, an increase of 10.70%. From the data, we can understand, and in 2011 the annual growth of 16.8% compared to 2012, China's total production of paint if you want to maintain the annual growth rate last year, the pressure on the second half of the year is quite large. Facing the plight of the market, many paint companies the more attention to electronic commerce bets, especially from the beginning of this year in May, many friends in the industry to the author consult, enterprises should be how to develop the electronic commerce? Because not the thought in detail, coupled with export clumsy, so did not give to many friends satisfactory answer.
Network channel is a new channel, on the other hand, it can also transform and upgrade the traditional channels.
The ultimate goal of the development of network marketing is not to sacrifice the traditional channels, but the use of the network to enhance the overall sales and profits.
Traditional paint channels, such as sales, agent channels, stores and other is often completed channels in the sales process, so we called the sales channels, but the Internet and traditional channels are essentially different. It not only has traditional channel sales function and media and customer communication channel.
So when we formulate the network sale strategy, to stand in the broader perspective of the development of the network, to design a profitable network sales model: network as a channel to clinch a deal, as a marketing channel, as customer guidance and training channels, can also as a customer maintenance and repeated purchase channels.
Moreover, the network only with the traditional channels, and effective cooperation with the electronic channels, to create the greatest benefits.
1, the network as a promotion channels, to provide new distributors to traditional channels.
For the paint industry to through the network to deal directly is not realistic, HC, the author had to Jialishi Taobao shop, estimate water, from the opening to the present but 10 million of water, but six business team to maintain, 6 individual cost, even if a 3k, a month is small 2 million, mall a minimum of 3 million deposit. This is a project rate of return on investment is very low. But at the same time, we can also guess, affirmation of the six maintenance team must be full-time and Jialishi may not put all product lines are thrown into Taobao, which will cause great impact on the traditional channels, so paint products such as the electronic commerce the main significance is through the network promotion, increase new customer or achieve the investment.
2, the network as a sales channel.
Some customers on the network understand the product, but still likes through traditional channels for trading, tell from this meaning, network is also the same with sales personnel and stores, customers can through the website to understand product, price, participate in the sales promotion activity before reaching a deal, in payment. But due to save manpower and store rent, greatly reduce the cost of transaction.
But on the other hand, if the sales process is all done through the network, the credibility of the customer experience and products will greatly reduce, which is why people always think network can only sell low-priced products and sell high priced products.
For at present almost all paint companies opened Taobao shop placed high priced products, HC, the author think that alone channel network transactions is not enough, must also be combined with a more personalized and interactive channels, such as telephone customer service, direct mail, SMS, and even store dealers to participate in the transaction process. 3, the network as a customer maintenance and repeat purchase channels.
Sales staff by virtue of personal relationships, the store by virtue of geographical location, naturally there will be a high customer stickiness and repeat customers. But the network channels and traditional channels are different: the distance between the shop is only a mouse click away, the customer's natural rate is very low. Rely on new customers a one-time sales to make money, this era has passed, customer relationship maintenance and duplication of sales is the basis of e-commerce profit. Therefore, the electronic commerce of coating enterprises should be turned into the dealer's e-commerce behavior is reliable. But under the current regional market prices, this is not realistic, after all, this will cause the impact on the existing channel prices.
Interactive, real-time, diversity, so that it has become the lowest cost of customer contact, the highest efficiency of the channel. Such as email, blog, MSN, forums, videos and SNS can become a powerful tool to improve customer loyalty, but unfortunately, the vast majority of coatings enterprises only the application of network marketing in the development of the front end of the extension and new customers, but does not use these tools to maintain customer relationship, especially how to realize the channel project development and implementation of low cost repurchase.
4, pure e-commerce: promotion, sales and re purchase, complete through the network.
This is the beginning of the development of e-commerce in an extreme way, really profitable business is not much, Dangdang, excellence and Jingdong Mall, although sales are great, but to now there is no profit. If the paint companies also simply imitate these pure electronic Business Company, companies build mall, do promotion, not only difficult to profit network mall, the traditional channel and network channel conflict is difficult to avoid.
Do the multiplication in the traditional channels
Development of network sales, not in the traditional channels to do addition, but to do the multiplication.
You can only use the network as a new promotion channels, transaction channels, or re purchase channels. But don't forget, not in isolation to carry out network marketing, must you have mature channel combination and the clever use of direct marketing channels, such as telephone, direct mail, e-mail and database marketing and other will e-commerce business value maximization.
In fact now paint industry has emerged a group of exclusively on marketing network to achieve investment (Sales) company, their common practice is the main use of the network to obtain development new dealers, understanding of products and services, and forum and e-mail maintenance old dealer. But the sales process is completed through the traditional dealer store sales and telephone sales. Network has become a powerful tool for the development of dealers.
If your idea is to add in the traditional channels, then solve the traditional channel and network channel conflict approach is the distinction between brands, price discrimination, to strengthen the channels of supervision,. But you can also do the multiplication, that is, the use of e-commerce penetration into each sales channels, different channels play a different role.
Network is not contrary to the traditional channels of sales channels, but with a variety of channels to cooperate with each other, mutual support. From this point of view, the traditional channel and network channel conflict can be resolved naturally.
Multi channel harmonious sales is the inevitable direction
Marketing model based on database marketing is the fundamental strategy to solve the channel conflict, of course, many companies have not been the ability to achieve such a large span of the channel transformation, which is another problem. But the direction of the development of electronic commerce must be a harmonious sales channels.
Now more companies in the West has not called e-commerce, and called multi-channel retail. Coatings business development sales network, there is no necessary to walk "build mall, promotion of detours, but with traditional channel combined with the establishment of a multi-channel retail model, in this line of thought, low-cost, loss, channel conflict problems will naturally be solved.
Network sales, refused to cheat and simple imitation
In today's network era, the marketing and business of any enterprise can not be separated from the network, to reject the results of network marketing, and ultimately must be eliminated by the times, which is beyond doubt. But policymakers in many paint companies, the thought of doing e-commerce, network marketing is to build B2C online shopping mall, to carry out network promotion, or to the B2C supply, or in the third party platform such as Taobao shop, etc., this is the understanding of the sales network of narrow.
Only the traditional channels of products to the Internet to sell, or packaging brands to change, it is difficult to solve the network channels, low cost, loss, channel conflict. The traditional channel management methods directly grafted onto the network channels, the network as a parallel channel of traditional channels, but also can not fundamentally solve the problem of channel conflict. Electronic commerce, I think, for coating the special products, is grafted on the original channel investment behavior or grafted on the original dealer channel retail behavior, but this is help dealers to sell, and of the enterprise is not their own behavior.
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