Operators are generally in a channel transformation period, with the high cost and low efficiency of physical channels highlighted, rapid growth of electronic channels, but the terminal sales function is yet to be perfected, the Internet marketing capability is insufficient, and the precision marketing capability is still insufficient. In this case, operators need to take the channel attributes as the basis, clarify the differentiated development strategy of different channels, and promote channel transformation.
2. Entity channel: diversified operation, change the positioning of channel function, and strengthen the new marketing service ability
Diversified operation will become the mainstream trend for operators to promote the transformation and development of entity channel. The first is to realize the operation of mixed industry, including the introduction of more heterogeneous business partners, through the entity channel supermarket, chain management, strengthen the entity channel sales function, the entity channel transformation into an offline platform of e-commerce, and to achieve the output of external capabilities. Second, to achieve functional diversification, promote the entity channel from the traditional sales and service channels, to sales, experience, service, localization of the four major marketing functions. Thirdly, the centralization of operation will be realized, and the channel management level will be continuously reduced, including the construction and development of a number of directly-controlled business halls with core demonstration significance of the provincial companies, which will serve as an effective carrier for the transformation of entity channel functions. Fourth, the realization of the role of auxiliary, with the business and market development, physical channels will gradually change from mainstream channels to auxiliary channels, fully cooperate with the development of online channels.
4. O2O synergy: physical channel and electronic channel synergistic transformation, the formation of O2O as the core of the omni-channel system
5. Omni-channel construction: the structure determines the function, to open up the two major barriers to connectivity
Operators' omni-channel construction should be composed of three parts, namely, "physical channel + electronic channel + social mobile Internet media. Omni-channel development strategy must return to the essence of the business "consumer-centric", the essence of the physical channel is the irreplaceable sense of reality, the essence of the electronic channel is the self-service nature of the business process, the essence of the social mobile Internet media is the convenience of access to information.
6. Organizational layout: optimization and adjustment of the internal organizational structure is the key to business adjustment
The professional omni-channel operation organization should be separated from the parent body and set up separately in the future, and it should be exclusively responsible for the omni-channel construction and operation and management, and unify the operation of the physical channel and the e-channel, and at the same time, be responsible for the marketing of the Internet and new media promotion. Gradually increase the personnel strength of the specialized operation organization, enhance the marketing management function of the provincial companies for the large market as the popularity of the existing business increases and new business opportunities expand, and simultaneously support the promotion of centralized omni-channel operation.
7. Capability layout: data capability, e-commerce capability, branding capability become the key
Big data application capability
Modern enterprise omni-channel competition lies in the battle of entrances, which is essentially the battle of big data application capability. Online channels and offline channels are not only customer traffic entrances, not only the conversion of customer traffic in different entrances, but more importantly, the interaction of omni-channel data. Operators need to realize the omni-channel data without fault, so that consumers in the enterprise omni-channel real