[View] Relevance win strong brand and the art of online channels[Note] i world network operators in the highly competitive online brand associated with the channel system under strong brands in the face to the channel system under weak association, like a neat Roman legions face rabble, will produce like vegetables cut melon cut victory of the points. Wen / Li Zhen online channels several years of rapid development, the brand surging, basically gone through three stages: the brand did not move, the channel first, market disruption; brand control, channels are tied, the lack of market dynamics; brand sobering, channels get healthy controls and incentives, online market healthy development. Intense competition online, the brand with the channel system under strong association in the face of brands associated to the channel under weak system, like a neat Roman legions face the mob, will produce like vegetables cut melon cut the outcome Air Jordan Women of the points. How to achieve win-win relationship strong brand and channel business, you first need to find the current situation, and secondly the need targeted online channel management, and finally found a way to push the executable. Situation as a potential target for the Road, a method of operation; the first to talk about the situation with the target slightly, after a two-executed method described in detail: first post Potential: seek move after the first \u0026 ldquo; her husband did not fight the winner of the temple Operators , was considered more and not count numerous battle of the temple, who was considered less also. Multi-operator wins, numerous small operators, while the situation almost no count! \u0026 Rdquo; \u0026 Nike Pepper Shoes mdash; \u0026 mdash; 'The Art of War.' Status most brands online channels: In addition to the lower part there is no influence of the Amoy brand or a handful adhere to all self-employed online and offline brand, most brands instead of relying on self-employed to run the market, but by means of the channel management. No Brand does not want to have a good channel system, excellent line under the brand must have a good channel management experience, however, many brands totally holding the line channel experience to operate the line, there will be a big problem found: Management too strict, then quickly lose market; management is too delicate, the market can not keep up the rhythm of discovery; management of extensive, will find that the online channel mess up, do not just affect the online market, the impact will be offline channels very serious, as far as I know the phone and the milk industry, online and offline channels, the impact has been severe, and even many wholesalers are roasted from the line, the channel value chain completely broken. In short, the online market is huge, limitless prospects, must be done; while online market is more difficult to control, while achieving control of and implement to enhance brand value and market share will be harder. Target online channel management: Different brands of mind is quite different from the line, pay more attention to the experience of luxury brands, the VW brand more attention to market share. Based on market rules and online buying behavior of consumers online, the author's understanding of the need to promote the channel vitality to activate the channel input; need to implement price control, to ensure that the brand image and channel value chain; the need to implement to enhance online merchandise visibility and conversion rates to expand the brand market share and maintain long-term sustainable development. The second said: divide and rule \u0026 ldquo; can not put all your eggs in one basket \u0026 rdquo; \u0026 mdash; \u0026 mdash; the first rule of customer management. Turning online channel management, first of all think of how many brands to effectively control the price system, however, the premise of effectively controlling the price of the system, was the first to perfect the layout of the market. Online and offline market management market, very different. Next line clear market operations, ripe, so are first layout, after management; online market, mostly first channel, the formation of the electricity supplier brands sector, found channel control rests in the hands of a small number of channels, So the first time to find a company or TP online channels to support large flagship store, but will find the channel control and quickly focus to one or two customers. Offline channels to do bigger, but a big city or a province; online channel is a winner-take-all, the brand's failure to conduct a balanced market layout, will be forced to lose control or lose market channels intermediate difficult choice. Line management, you need to have a clear idea, in a nutshell, that is divide and conquer. 1. Role: the brand's point of departments often do both referees (fixed system), and head coach (grasping marketing), and even then a player (shop), then a strong balance master also do this three roles balance. I understand the core brands online channel management, we must gradually focus more on fixed system, build competitive product itself and a large platform to promote strategic cooperation of three elements. More details of marketing channels to do, even if self flagship store, is also recommended as an independent accounting of the management body, with the main channels of fair competition in the same purchase price cost basis and institutional. 2, channel layout: channel customers in the fine rather than more; not too much can not. Too little coverage and the lack of channels compete with each other; it is bound to end price too difficult to control. Under strong single category, let Lynx flagship store one, 2-3 Key stores (including Jingdong POP); 3-5 Key specialty stores (including the large bazaar shops); Jingdong, Amazon, the only product Council One shop self-platform supplier 3-5 (covering the north of Guangzhou to four places warehouse), North online dealer responsible supplier Jingdong Beijing, Shenyang, Wuhan warehouse, Amazon and Dangdang; Southern District Jingdong online auto supplier Shanghai, Guangzhou, Wuhan warehouse, while supply One shop and only product. Of course, these dealers can set up Lynx, Jingdong stores simultaneously. The first tier customers achieve at least 5, at least 10 second-tier customers. The first tier client must try to keep the balance, such as a single large, the channel Chamber of Commerce Lianqu unreasonable high profits, it does not matter-market; such as size are not big enough, the best channel Chamber of lack of attention, or switch to other brands and Jingdong Lynx platform will not pay enough attention channels, lack of voice. If the single-brand multi-category brand or multi-category company, you need to set up under each category so. Vulnerable categories require a corresponding reduction in the number of channels. Given Jingdong, Amazon and other platforms relatively uncontrollable and simplicity of self-platform operation, if not absolute brands or limited in their financial system, it may also be self-platform brands direct supply mode. After the formation of these customer system, it is necessary to build relationships strong association of ideas, including the establishment of the channel boss (General Manager) QQ group, micro-channel group, to establish channels electricity supplier QQ group head of operations and Want Want Group. The purpose of this is to achieve the third decree Air Jordan Women push premise. 3, the design principle channel value chain: which is not the value chain, some brands do certain channels in accordance with the greater sales to be, given the customer's Nike King rebate more; interest is not balanced, it is difficult to channel formed between benign competitive relationship. My suggestion is, consistent with the cost, according to the contribution given different market cost of policy support. Consistent cost, the purchase price is consistent across all channels, to complete the task of normal rebate agreement, it will not form a large number of roasted and R \u0026 D center of behaviors such channels; contribution, compared with the value of the channel for brand building, brand market share enhance the contribution made clear. Online channels getting goods price system settings, of course, each brand has its own supply price system, where the line needs to be emphasized that for the price system must be consistent with the line for the price system, the ground put the resources for the next line for online delivery, online resource allocation criteria will be detailed in the third. Third technique: cooperation and win-win \u0026 ldquo; so that is established, not cloth. Do not believe people have the fear, constitute the entire thirty feet of wood in the country and urban South Gate, North Gate were able to raise the people's migration, to the ten gold. And strange people, Mogan migration. Fu Lee said: \u0026 ldquo; can Migrator, to the of fifty. \u0026 Rdquo; there is a migration of people, Noir I of fifty, with bright bully. Death ordered. \u0026 Rdquo; \u0026 mdash; \u0026 mdash; stable vital Shang Yang channel prices, a then brand price image is maintained, two online and offline channels interests of the chain of stability; three consumer to open the site, the price varied, will influence the selection; four Pay channels to ensure the promotion of the conversion rate. Stable online price system, the first is the need to keep the channels of brand control. For control channels, I always think, is not the penalties to be able to reach, \u0026 ldquo; heavy penalties must chaos \u0026 rdquo; it must be a periodic behavior, continuous use, it will hurt the channel vitality, strong Qin Zhi plans over the years, after reunification II or die is the most obvious outcome. Art of win-win, that: 1, what it preaches, reward and punishment: that is speaking, need to do the Nike Air Yeezy channel Levitra; in the absence of the channel's control, the pricing policy can not be performed, promotional tools out of the question. Their implementation priorities, is what it preaches, reward and punishment. The first is a complete set of its own online channel pricing policies, many foreign brands dread in antitrust law, can not be documented in the form of \u0026 ldquo; defining the channel's resale price \u0026 rdquo ;, but still want to have a three-column online price: wholesale price, suggested retail price suggested promotional price. In fact, this proposal promotional price, the price is the red line, if part of the channel customers repeatedly break the price, then the client needs to decisively eliminated in intra-brand operators formed to fight the internal strength to do push promotional atmosphere when customers Nike Shoes continued arbitrary price, is the greatest tumor. Treat such customers, whether online under the brand build off contribution, can only be no survivors. Domestic channels boss is very keen sense of smell, once made brands in the market, the process of governance did kill chaos Li Wei, the market price will be just around the corner clear. 2, infringement complaints, public opinion: let customers out to disrupt the market means there are many more common deauthorize to brand infringement or infringement on behalf of the application picture delete arbitrary price link out of stock for three consecutive months, the abolition of a class business qualifications. Delete link which is currently the most brands use more are more effective means, but to delete the link must be a prudent thing, do not delete too much active means, not only affect the brand's market share in the platform, but also affect brands customer relations platform providers with which the procurement or small two will reduce willingness to cooperate with an ongoing KPI own brand? In addition a more effective way for the establishment of the channel boss even micro letter QQ group group, the Internet itself to transparent information on the purpose of the establishment of these groups is to establish a fair and transparent management mechanism. Management channels, still have to study the character and habits of domestic businessmen, distributors generally say goes, at the cardinal, the base is the boss have the final say, but the most important of these bosses, first, that face, that is personal reputation. In the electricity business district yard, which has not yet heard the announcement of a major brand of sustained customer arbitrary price but never correct case. 3, Dayu, heavy in that sparse: in fact, many brand management line treatment, more attention has focused on the first two points. Development line as rapids, some brands treat the flood, make great efforts to build the dam, they found numerous blocking block, four burst. I understand that charity, the consumer shift from offline to online, and has become a trend, online management, blocking as sparse. Of course, dredging is also built on the regular market price system is stable basis, Air Jordan 19 the overall price problem, just start by the brand to promote the large-scale promotion (sparse), traffic and conversion rates will inevitably promotional merchandise beyond imagination. Online promotion means too many, there is Taobao single drill exhibition, train, Taobao customers, together cost-effective for the shop to buy gifts, full cut, tie-ins and other promotions, brands should let the channel to perform; concern because on top of large events, such as 618, double 11, poly cost-effective, but also at the same time that the first column of three price announcements, brands should have a hidden hand in big promotion price line below the red line, Who escalation of the events, anyone can perform with a big promotion price; who has the capacity and ability to put together cost, who will be given a certain flow subsidized (such as poly-cost pit-bit 1: 1 input). If you do the above three points, with the customer's operational capabilities and marketing capabilities, will be in the competition, the competitive atmosphere of the entire brand line market, price competition will be from chaotic, to \u0026 rdquo; in exact order road controlled development are thinking step by step;; Clipsal \u0026 ldquo with management strongly associated mode of development, will be able to gradually build a \u0026 rdquo; static if the daughter, moving like rabbits \u0026 ldquo; the client has a strong combat effectiveness system. (Edit / world network operators Wu Meng, This article first appeared in the i world network operators, please indicate the source and author)