The rise of the Internet has changed the traditional marketing activities of all enterprises that can only rely on experience and feeling. Data explosion, social media, channel and strategy selection will become important forces that change the rules of the game for marketing organizations, and marketing has become a "technical activity."
With the development of the LED display industry so far, we can see that LED display companies are vigorously building channels. Facts have proved that this is still an era where channels are king. For the LED display market, it is not yet a zero-sum game between brands and brands, and between brands and consumers. Dealers must be added to it, because channels can not only add weight to the sales of corporate products, but are also an important part of services that companies must rely on.
So, has the development of the Internet not affected the channel influence of the LED display industry? Not really. With the intervention of the Internet, new changes will occur in the construction of LED display channels in the future. Enterprises need to make corresponding changes with a long-term perspective, and should not hang themselves on a tree with the rigid view that manufacturing cannot be traded online. Embrace changes with an open attitude, and you may find that competitors around you have already made moves.
Trend 1: Either all channels or no channels
The traditional PC Internet has greatly reduced the cost of information circulation and greatly increased the speed. Now the information of enterprises distributed around the world can be transmitted to the headquarters, which greatly improves the decision-making and response speed of enterprises. However, it has also created an information gap, also called the digital divide, that is, online enterprises and populations develop faster, while offline enterprises and populations fall further behind. The result in channels is the fragmentation and fierce conflict between online and offline.
New mobile Internet technology uses cloud computing, O2O, LBS, big data and other technologies to organically integrate online and offline. While bridging the information gap, mobile Internet also puts forward requirements for enterprises in channel construction, that is, they must either rely on these technology platforms to establish a new channel covering online and offline, or there will be no channels. In the future, you will not be able to separate consumers and occupy market segments through channel selection, because the development of technology has broken the information advantage of enterprises and broken the geographical spatial differences between different regional markets. The differences between traditional different types of channels will also be greatly reduced, and ultimately achieve omni-channel, same price, same experience.
With the help of the power of technology and platform, online and offline are perfectly integrated to form a seamless omni-channel marketing system. The relationship between enterprises and customers will become the core of competition. Enterprises must integrate the relationships they have established with customers through online stores, offline physical stores, social network platforms and self-media. Enterprises must learn how to develop media audiences into their own fans, and how to convert fans into customers to buy your products or services. This process involves two core issues: traffic and conversion rate, that is, how to obtain more target audiences, how to obtain more fans' attention and "likes", and how to convert them into buying customers step by step. This is the core of omni-channel marketing. As for whether the customer's final purchasing behavior occurs online or in an offline physical store, this is no longer the point.
Consumers can switch between different types of channel terminals at will, provided that the enterprise's terminal front-end interface must achieve seamless integration.
Trend 2: In the era of mobile Internet, social networks have become the hub for corporate brand promotion and sales realization
In the era of mobile Internet, social networks including Sina Weibo, WeChat, Facebook, Twitter, etc. will become the main battlefield for corporate brand promotion. These social network media will become the entrance for consumers to obtain information including life, shopping, news and other information. Consumers not only obtain various information here, but also create and share various information through these media, including consumption and experience information related to brands and products. Various corporate promotional information can accurately reach fans and consumers through these social network media, and directly interact with them.
Secondly, in addition to interconnecting with online sales channels, these social network media will also interconnect with offline sales channels through O2O and supported by various new technologies. They can also associate physical store membership cards with various online ID account systems of consumers, and use big data According to technology, we can deeply mine consumer data and achieve precise brand promotion. Moreover, the promotion results and sales feedback are almost synchronized, or even integrated together. As mentioned earlier, it may not be possible to distinguish who is in marketing and who is in sales within an enterprise.
Trend 3: Mobile will become the main channel. If it cannot be moved, it will not be sold.
In the era of mobile Internet, users are no longer tied to computers. Instead, they can use various fragmented times to obtain relevant information online. They can learn about the experience in offline stores and also view it online. At this time, the network entrance is no longer biased towards online channels, but has truly become a tool that can be used both online and offline. The originally tilted competitive balance has now been straightened.
Secondly, mobile terminals are quite different from PCs due to screen size, technical systems, browsing habits, etc., so the difference between mobile shopping and traditional online PC shopping exceeds the difference between traditional online PC shopping and offline shopping. Its impact on traditional online PC channels is much greater than offline physical channels.
Therefore, in the 4G era, a company can do without the traditional online PC-side e-commerce channel layout, but it cannot do without the mobile-side channel layout, because without the mobile side, whether it is offline physical channels or traditional PC-based online channels, there is no future. The mobile terminal is the standard for future enterprises to establish channels, the foothold and the main position.
Trend 4: Intelligent reengineering will enable physical stores to find new profit models
Long tail effect, marginal cost, various costs of physical stores and many other factors have formed the advantages of online channels over offline physical stores, compressing the development space of physical stores. However, mobile Internet has brought new opportunities to offline physical stores. With the support of new technologies, offline physical stores can expand their coverage and service scope by 3-5 times, breaking through the current concept of business districts. In this way, physical stores will achieve a balance between costs and profits on this basis, and find new profit models and outlets.
For offline channel dealers and enterprises to build channel layout, the density of physical stores must be reduced. With the support of new technologies and service platforms, good stores must be opened to comprehensively improve operational capabilities and service levels. In the past, the core of physical stores was location selection. Because business district locations were very scarce, it was easier to establish a store's profit model by focusing on location selection. However, in the era of mobile Internet, although a good location is important, its importance has declined. The store's product mix, service level, and relationship with consumers have become the core of its profit model.
Trend 5: Building channels on cloud service platforms is the basis for rebuilding the profit model of physical stores
In the era of mobile Internet, how offline physical stores can find new life cannot be achieved without new technologies such as big data and cloud computing and related service platforms.
On the cloud computing service platform, offline physical stores can better understand the consumers within their coverage, including their online purchasing behavior and data, as well as their various data on social network media, such as which products they have browsed, which products they have purchased, which information they have shared, which brands they are fans of, what they like, and even various data such as family members and economic income can be obtained, of course, legally obtained with the authorization of the consumer. In this way, physical stores can launch very targeted sales promotions when these consumers reach their service coverage, establish close contact with customers, improve customer satisfaction, and can also use social network media to interact with consumers, that is, through O2O, to achieve the reconstruction of physical store profit models.
ANNA