What are the trusts of business models in history?

The so-called business model refers to a business operation organization designed by enterprises according to their own strategic resources, combined with market conditions and the interests of partners. This commercial operation organization will generally design the comprehensive interests of suppliers, manufacturers, distributors, terminal vendors and consumers. Therefore, the business model is a strategic concept, leading enterprises under a win-win value system. Business model is different from single channel strategy. The business model is more based on the organizational structure design of profit structure than the simple channel distribution strategy.

Manufacturers, brands, distributors and terminals all have their own unique business models. This is mainly aimed at fast-moving consumer goods and durable consumer goods manufacturers. So the business model mentioned here is mainly aimed at manufacturers (including brands). At present, there are six main business models of manufacturers.

First, the direct supply business model. Mainly used in some large international companies with relatively small market radius, relatively low product prices or relatively clear processes and relatively strong capital strength. The direct supply business model requires manufacturers to have strong execution, good cash flow, stable market-based platform and fast product circulation. Because of China's deep market strategy, different market characteristics, complex channel system and low market standardization, it is inconceivable to choose the direct supply business model in the national market. Therefore, even multinational companies such as Coca-Cola and Master Kong have begun to abandon the business model of direct supply. However, some industries and industries with relatively rich profits will still choose the direct supply business model, such as liquor industry, and many companies have chosen the direct supply business model. In order to intensively cultivate the market, Yunfeng Liquor has set up sales companies all over the country to directly control the market terminals. Guangzhou Yunfeng Liquor, Xi An Yunfeng Liquor, Hefei Yunfeng Liquor and Hubei Yunfeng Liquor all have certain strength and good foundation in the local market; For example, many OTC products will also choose direct supply market.

Second, the general agent business model. This business model is widely adopted by small and medium-sized enterprises in China. Because the vast number of small and medium-sized enterprises in China are facing two core sufferings in the development process, one is the poor team execution, and it is difficult for them to establish a huge execution team in a short time. Choosing a distributor as the general agent can save a lot of difficulties in local market execution; Secondly, the financial strength is difficult. Small and medium-sized enterprises in China are generally weak in financial strength. If they choose the general agent's business model, they can occupy part of the general agent's funds to a certain extent. More importantly, they can complete the initial accumulation of original funds in this way and realize the rapid development of enterprises.

Third, the business model of joint marketing. As a large number of small and medium-sized enterprises choose to adopt the general agent business model, excellent dealers in the market have become a scarce strategic resource, and many dealers are seriously wary of attracting investment simply from the perspective. Under such market conditions, many powerful dealers choose to cooperate with enterprises in order to reduce business risks, that is, manufacturers and dealers invest separately and set up joint marketing institutions, which can not only control the market risks of dealers, but also ensure that manufacturers always have a good sales platform. This way of joint marketing has been welcomed by many manufacturers with ideals and long-term development attempts. For example, Wahaha, a leading enterprise in the food industry, has adopted this business model of joint marketing; Gree Air Conditioning, an air-conditioning giant, also chose to establish a joint venture with regional agents and achieved good market performance.

Fourth, the warehouse business model. Warehouse business model is also the business model chosen by many consumer goods enterprises. Based on the fact that the cost of channel classification is very high and the competitiveness of manufacturers is greatly reduced, many powerful brands choose warehouse management mode to build the core competitiveness of enterprises through price strategy. For example, in 1990s, Sichuan Changhong TV was in full swing in Chinese mainland market. In order to reduce the cost of the channel system and improve the price competitiveness of enterprises in the market, Changhong Group chose the warehousing management mode, and enterprises directly delivered products to consumers.

The biggest difference between warehouse management mode and direct supply is that direct supply enterprises do not own direct stores, and complete product sales through third-party platforms, and enterprises directly supply to third-party sales platforms. The warehouse business model is that enterprises have their own sales platform and complete the market distribution function through their own sales platform.

Fifth, the monopoly business model. With the increasing scarcity of market channel terminal resources in China, more and more consumer goods enterprises in China choose monopoly business model. For example, TCL Happiness Village monopoly system, Wuliangye's plan of 2000 national specialty stores, Mengniu Dairy's plan to join Mengniu specialty stores, and Yunnan Dairy's milk specialty stores and milk pools. Choosing the business model of a specialty store requires any one of the three resources or all three characteristics. One is the brand. Enterprises that choose monopoly management mode basically have a good brand foundation, consumers are more willing to spend, and their market awareness is relatively mature; The second is that the product line is relatively complete. In order to maintain the stable profit of specialty stores, the product structure of specialty stores should be more reasonable. Therefore, enterprises that choose monopoly channels must have relatively rich product lines; The third is consumer behavior habits. It must be noted that in the vast rural market, our monopoly model may be difficult to promote market sales. Therefore, the monopoly business model needs a mature market environment.

Monopoly management mode and warehouse management mode are completely different. The core of warehouse business model is price strategy, and the core of monopoly business model is image and high end.

Sixth, the compound business model. Due to the extremely complicated market environment in China, many domestic fast-moving consumer goods enterprises also choose various forms in marketing strategies. Compound management mode is a strategic choice based on the development stage of enterprises. However, we should pay special attention to that, generally speaking, no matter how complex the enterprise and the market are, there should be a mainstream business model, and the complexity of the business model should not be used as an excuse to constantly change, which makes the marketing system have a major swing in the business model. Moreover, we should understand that once we choose a business model, we often need to make corresponding adjustments in organizational structure, human resource allocation, logistics system, marketing strategy and so on. Otherwise, we can't think that this enterprise has established a mature business model.