Under the new retail and Internet environment, the marketing model of fast-moving consumer goods companies has changed. Enterprises are not only concerned with market coverage issues, but also need to pay attention to efficiency issues.
Problems with traditional marketing models:
At present, in the Internet environment, the new marketing model that enterprises need to build may be a subversive change to the traditional marketing model.
The traditional FMCG marketing model is the dealer model. It is through different levels of distribution agency system to achieve different market coverage of commodities. The operation of this kind of agent system is inefficient. No matter between the manufacturer and the dealer, or between the first-level dealer and the second-level and third-level dealers, there is no concept of efficiency. Therefore, this agent mode dealer system is a marketing system that is inefficient or inefficient.
The marketing model of traditional FMCG companies is about coverage. That is to achieve full coverage of different regional markets, different business markets, and different system markets through the dealer agent model. But the overall operation in coverage is a traditional means of inefficiency. That is to say, the overall coverage efficiency and quality are not high.
The traditional distribution system is offline. Manufacturers are traditional models for dealers, traditional methods such as sales, interviews, ordering, pressing tasks, and pressing goods. Between dealers at different levels, dealers and KAs, and small stores, the overall operation is a mode of inefficiency or inefficiency.
The value of efficiency:
In fact, whether there is the Internet or the Internet, the marketing system of enterprises must attach great importance to the value of efficiency. In other words, your marketing system is efficient and can create greater value. If your marketing system is inefficient, you can't create greater market value.
And fundamentally speaking, the law of market competition is always: efficient defeat of inefficient, high efficiency defeat of low efficiency. The market competition between enterprises will ultimately be a battle for efficiency. The core competitiveness of enterprises is ultimately the word efficiency.
From the fundamental point of business operations, the constant goals are: efficiency and cost. Therefore, in order to operate the enterprise, we must always put the word efficiency first. Enterprises must always pay close attention to and promote changes in the efficiency of business operations. It is necessary to quickly change the efficiency of the enterprise by means of all means, methods and tools. Inefficient companies have no room to survive. Especially in marketing, it is always necessary to compete for business efficiency. If marketing is not efficient, there is no market competitiveness.
Changing business efficiency often requires disruptive, revolutionary changes. For example, the high-efficiency chain retail model has changed the low-efficiency traditional retail model; the high-efficiency modern industrial model has changed the low-efficiency traditional industrial model. But these new models are all subverting the traditional business model.
So fundamentally changing the efficiency of the enterprise, what is often needed is a revolutionary change. In particular, it is often necessary to use a new technical means and a new advanced model to reconstruct a new high-efficiency model of the enterprise.
The Internet has created new efficiencies
In fact, looking at the Internet, more should be seen from the direction of the efficiency revolution. Simply put, what is the Internet? The Internet is a tool and a connection tool. The Internet has achieved an efficient link between people, people and information, people and things.
The Internet has achieved an efficient link between people. Every member of our society now enjoys the efficiency and convenience of this efficient link to the Internet.
The Internet has achieved an efficient link between people and information. It allows people to access a variety of information at any time, anywhere, and with more convenient means. In particular, the rapid development of the mobile Internet is changing the way of life of the public. It is also changing the way social information is transmitted, so that the way of life, work, and information transmission of the public is more transferred to the hands.
The Internet has already realized the connection between people and things. People can get information about various things anytime and anywhere. In the future Internet of Things era, people can achieve closer connection with various things and realize the interaction between people and things. Interaction.
And now it should be seen that this kind of Internet connection brings about a revolutionary change. In particular, it brings about a revolutionary change in efficiency. It can be said that without the Internet connection, there is no social efficiency today.
At the same time, based on the connection of the Internet, the whole society is iterating more new business models represented by better efficiency. For example, e-commerce is always talking about efficiency, efficiency and efficiency. Efficiency is also at the heart of e-commerce. And at present, e-commerce companies are always looking forward to using the efficiency brought by the Internet to try to subvert more inefficient traditional areas. Including B2C trying to iterate the traditional retail model, B2B tried to iterate the traditional channel model. Drip tries to iterate the traditional taxi mode.
Including the current government, it is also building a new efficient government system for the Internet, which is improving the efficiency of government operations. Then, we now need more traditional offline FMCG companies, see the links brought by the Internet, and the value of changing the efficiency brought by the links. As soon as possible, we can use the means and tools of the Internet to change the low operating mode of the enterprise. The status quo of efficiency, to rebuild a high-efficiency enterprise to run a new marketing model as soon as possible.
Current companies need to pay special attention to the three major efficiencies.
My point of view is that the current FMCG marketing model has undergone profound changes, from distribution coverage to efficiency, and marketing competition between enterprises, which has been driven by market competition to efficiency competition. In other words, at present, the competition between FMCG companies depends mainly on who is more efficient and who is more efficient.
If enterprises want to compete and win in the current FMCG market environment, it is already the efficiency of the company. Inefficient enterprises and inefficient enterprises will certainly be defeated by efficient enterprises and efficient enterprises.
At present, fast-moving consumer goods companies need to pay special attention to three major efficiencies:
Order efficiency: Order efficiency is your trading efficiency. Traditional transaction efficiency and order efficiency are low.
It must be clear that the order efficiency must not be the pressure, the pressure is not the order efficiency, is an inefficient trading mode. Order efficiency is not only fast, the key is the quality of the order, the quality is accurate. Order efficiency requires a full time and space, no time boundaries. At the same time, order efficiency may be more desirable without zone boundaries, which may be a greater order efficiency. At the same time, the order model is not only to solve the single dimension of the enterprise to the dealer, the real order efficiency needs to solve the various links that the enterprise can connect to the channel, and can directly reach the transaction mode of the consumer, which may be the highest level of order efficiency.
In order to realize such a high-efficiency new order model and trading model, it must be reconstructed. It is necessary to break the traditional dealer model. It is necessary to use the Internet connection means and tools to reconstruct a new Internet trading model. . Only in this way can the order efficiency be fundamentally changed.
Therefore, enterprises must reconstruct a new transaction mode and order mode based on the Internet model B2B2B2C. Only in this way can we fundamentally solve transaction efficiency and order efficiency.
Delivery efficiency: Enterprises must be awake. In the current environment, the delivery of goods by enterprises is no longer the time positioning. The concept of cycle has become faster and more accurate. At the same time, enterprises need to be more aware that the delivery of goods by enterprises is not only the delivery of you and the distributors, but also the delivery efficiency of the entire link, including all aspects of the channel, and even the delivery to the C-end.
Because now, delivery efficiency is already at the core of corporate competition. Fast delivery will surely defeat the slow delivery, and half an hour of delivery will definitely be defeated by one day and half a day.
The traditional product delivery efficiency has obviously fallen behind, with low efficiency and high cost. The current fast-moving goods delivery system based on the dealer agency system is far from meeting the current marketing needs of fast-moving consumer goods. The delivery system is incomplete, the delivery methods are backward, and the systems are not connected. Companies need to restructure a new product delivery system that meets the needs of the current FMCG market, which is the logistics system.
My point of view: At present, fast-moving consumer goods enterprises need to get out of a business flow and logistics separation marketing system, which is to completely break the current dealer model, which is to completely separate the trading system, order system and delivery system, and logistics system.
The online trading system and order system completely solve the problem of enterprise transaction efficiency, order efficiency, delivery system and logistics system to completely solve the problem of enterprise delivery efficiency.
At the same time, the concept of Yuncang has realized the connection through the Internet, which can achieve better matching between goods, warehouse resources and requirements, and achieve better resource integration.
Link efficiency: I have communicated with many business owners, and I think that fast-moving products are difficult to customize. But I want to tell you that FMCG will be able to be customized, and future customization must be a mainstream model for many companies.
The core is not to see the value of the Internet connection. Linking and interacting will definitely create a new and very new model of new FMCG marketing. Haier Zhang Ruimin's understanding of the Internet is very worth learning. The core is that Zhang Ruimin sees through the essence of the Internet. It is not just e-commerce. The essential value of the Internet is links. Links can generate interactions. Interactions can iterate more new business models. Therefore, Zhang Ruimin attaches great importance to the Internet and is the link and interaction.
Haier used his Dashun platform to assemble tens of millions of users. This is an interactive platform. On the platform, millions of users participated in the interaction, gathered the opinions of millions of users, and customized a washing machine. And this washing machine, before the production, has achieved a 250,000 booking. The product goes offline, directly to the home, does not enter the warehouse, not to take the channel. This model is completely a kind of link-based, model-reconstruction in an interactive environment.
My point: the value of the link is really very huge. In the future, more new business models will be generated based on links and interactions. Therefore, enterprises must work harder to improve connection efficiency. The linked article is even bigger.
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