What are the characteristics of various sales channels? (For example, what kind of goods are suitable for group buying, etc. )

1. Advantages of direct selling channel: wide coverage, flexible introduction of new products and brands, and beneficial to consumer education; Disadvantages: it is difficult to apply for direct selling license, complicated management and high personnel management cost; Easily confused with "MLM", causing misunderstanding; Present situation and growth: currently dominant; Representative companies: Amway, Perfect, etc. 2. Traditional channels include dealer model/brand chain/catalog mail order ● Advantages of dealer model: less investment in fixed assets, wide coverage of customers relying on channels, in line with current consumption habits; Disadvantages: poor controllability, fierce competition in terminal pavement, difficult to distinguish from competitors, and easy to be intercepted by terminals; Status quo and growth: it will remain the main channel for a long time ● Advantages of brand chain: strong controllability and shortened access, which is conducive to credit and brand building and consumer education; Disadvantages: high cost, slow expansion and consumption habits to be cultivated; Present situation and growth: the mainstream model of foreign leading enterprises has gradually begun to develop in China, and there is a broad room for growth with the enhancement of consumer awareness; There are three definitions of brand chain stores: stores invested by companies and stores directly managed by companies. Profit model: the total profit of products sold by specialty stores. Definition of joint store: the company is responsible for site selection, equipment, decoration and operation specifications. The company regularly collects brand use management fees to guide franchisees to operate in accordance with a unified business model and business norms. The company's investment includes: the decoration fee of chain stores, counter fees, equipment purchase fees, the technology of operating specialty stores, store management software, customer management software, etc. After opening the store, the rental fee, deposit and various operating expenses shall be borne by the store itself, and it shall bear the operating risks and legal responsibilities. Profit model: the company collects brand use fees and management fees from franchisees. Franchisees purchase products from local authorized dealers instead of directly purchasing products from the company. Therefore, companies can also sell more products to dealers to make profits. Definition of a franchise store: a brand store opened by a dealer. Profit model: the company collects brand use fees and management fees from franchisees. Franchisees buy products from local authorized dealers instead of directly buying products from the company. Therefore, companies can also sell more products to dealers to make profits. ● Advantages of catalog mail order: convenience and flexibility, less fixed investment and fast promotion of new brands; Disadvantages: it is difficult to control the present situation and growth of logistics process due to the restriction of traditional consumption concept; At present, customers are mainly teenagers, with a fast growth rate; Advantages of online shopping: convenience and flexibility, less fixed investment, and rapid promotion of new brands; Disadvantages: uncontrolled and chaotic price; Present situation and growth: mainly young netizens, accepting new things quickly; Group buying and sales have a long tradition. During the planned economy period of 1970s and 1980s, in most state-owned enterprises and institutions, basic necessities such as daily necessities such as rice, oil and salt were distributed in the form of welfare every month or quarter and on holidays. In the early days, this welfare distribution mainly came from national distribution, and gradually evolved into collective procurement with the development of market economy, which is now group purchase. It depends on the benefits of enterprises and institutions in the future. Units with good benefits will also get more benefits, and units with poor benefits will be less. At that time, domestic goods were still scarce and wages were still relatively low. The "group purchase" sales of enterprises and institutions was one of the main circulation channels at that time.

With the rapid development of the retail market under the market economy, although group purchase sales still occupy a considerable proportion of the total market circulation, because there is no fixed sales place and conventional sales methods, group purchase sales are usually regarded as a special and non-mainstream sales channel. The main "customers" of group purchase sales include enterprises, government agencies and other group purchases. What are the needs of group buying customers? Taking corporate customers as an example, there are mainly the following needs: 1, giving gifts to corporate customers. Gifts have different uses and grades, but they generally need special customization. Simple customization only needs the name or logo of the enterprise, and the requirements and costs of complex customization will be high; 2. Used for employee welfare; 3. Daily office supplies operated by enterprises; 4. Fixed assets such as production equipment and office furniture purchased in bulk; 5. promotional gifts. The biggest advantage of group purchase sales for buyers lies in the large number of buyers, which is equivalent to retail VIP customers. The corresponding buyers can also put forward more requirements: for example, the purchase price is cheap and the purchase is convenient; Products can be specially customized; Group buying service is more thoughtful and timely. Key points of group purchase channel management: 1. Customer database is established. Customers who buy and sell are different from retail customers, so customer relationship management is very important. Enterprises should establish a detailed customer database to understand the personalized needs of existing customers and maintain customer loyalty. At the same time, we should constantly look for potential customers in various ways to expand the number and contribution of customers. Metro's warehouse membership business model is actually a kind of group purchase sales, and limiting the scope of customers enables Metro to provide personalized group purchase services for its member customers. 2. Continue to communicate with customers. Enterprises can continue to communicate with customers by mailing materials, visiting key customers, carrying out public relations activities, corporate websites, media advertisements, etc. Retail enterprises can also make full use of the display function of terminal stores to provide support for group purchase and sales. When customers can often receive information from enterprises and receive meticulous service from enterprises, customer loyalty will be continuously enhanced.