What is channel conflict? E-commerce channel conflict how to solve

Excerpted from: YiShop e-commerce system

With the rapid development of e-commerce, apparel companies in order to capture market share, in order to retain the traditional channels at the same time to enter the field of e-commerce, it is inevitable that channel conflict, how to deal with the channel conflict has become an important issue in the development of the enterprise.

At present, the mainstream of several practices are: network exclusive models strategy, 2/8 product strategy (also known as lifting the barbell product strategy), new product strategy, sub-brand strategy, inventory clearance and tailgate strategy, offline synchronization online distribution strategy, online and offline the same price strategy, multi-point multi-bin joint distribution strategy, channel integration strategy, O2O online and offline fusion strategy, of course, the industry of each enterprise, category, Product attributes and the actual situation is not the same, do not blindly pursue the model and venture, need to be flexible according to the actual conditions to choose and apply a variety of strategies.

1, product strategy

A, network special models strategy

Development of network special products, take product differentiation strategy, the launch of online special products especially in line with the current traditional bulk products and customized products enterprises, is conducive to the realization of O2O online and offline strategy to promote. Through the network dedicated to the cost-effective explosion to build, the formation of a single product of multiple batches of orders, the same can give dealers the confidence to profit.

B, 2/8 product strategy, also known as lifting the barbell product strategy

The principle of 80% of the offline products can not be sold online at a much higher price to show, play for the role of the role of the offline promotional discounting padding.

C, the new listing momentum, publicity strategy

For the company will be listed on the new product to do preliminary network research, platform display, not direct sales, focusing on sales for the offline do a good job of publicity momentum, and even online CTOB booking, pre-sale, offline pickup and delivery services.

2, network sub-brand development strategy

This is a lot of branded enterprises more often used practices, such as the sub-brand of the gold medal kitchen cabinet orange home G-HOME, seven pi wolves and dance with the wolf ****, such as apparel brand name Metersbonwe in the Tmall Mall launched a dedicated brand AMPM, the home textile industry Rollei home textile specializes in the launch of the network brand LOVO, similar to the Belle and other well-known brand names.

3, inventory clearance, tailgate strategy

At present, the competition for apparel tailgate and tailgate bargain mode continues to mount, but also the integration of traditional business supply chain resources competition, who can take the lead in obtaining the advantage of the resources, and in the platform to create a similar Vipshop's bargain mode, but at the same time, if it can also be innovated, resulting in a platform for the gold channel, but also to take the first opportunity.

4, offline synchronization online distribution strategy

The offline distributors into the line, become online distribution, to achieve the integration of online and offline resources.

5, online and offline the same price strategy

This category has a certain limitation on the business requirements are relatively high, some FMCG has been able to do a local range, Suning is also trying to online and offline the same price. Previously, with the Fujian camellia home electric business unit general manager Chen Fei has had exchanges, according to Chen, they have achieved the online and offline normal products of the same price, part of the product differentiation, has been the dealer's warehousing and distribution into the e-commerce sales and service system to achieve multi-point multi-warehouse joint distribution, to achieve the benefits of the **** to enjoy. Camellia home electricity supplier was established in 2012 not a few months, the first on-line Tmall double eleven that achieved the top 10 categories, plastic products, the first excellent results. In the future, the price must tend to be transparent, online and offline at the same price will become possible, because, in the future, all companies are Internet companies, no longer deliberately differentiate between online and offline, O2O truly convergence, e-commerce entity, entity online, online and offline have their own division of labor, the division of labor is more subdivided.

6, multi-point multi-warehouse joint distribution strategy.

This model is currently able to better solve the channel conflict and the dealers crosstalk, price problems. Dealers have multiple identities and roles.

The first, as a brand dealer, can help the headquarters of the e-commerce platform to sell goods, but also their own goods online channel sales, sales can be shipped from the headquarters, but also dealers near the shipment;

The second, the dealers of the traditional channels can not be crosstalk between the dealers, in the multi-point multi-warehouse joint distribution model, dealers can buy goods from each other, A dealer online sales B dealer's customers, then the A dealer and B dealer into the goods by the B dealer delivery, such as B dealer no goods, then by the provincial general distribution deployment or by the headquarters shipment, we support each other, the warehousing and distribution weaved into a cobweb. However, this strategy requires that each of the participating dealers have goods, sell the same item or sell the same price.

7, channel integration strategy

Channel integration strategy can be a better solution to the network channels and traditional channels of bad cooperation between the contradictions. Simply put, channel integration is that consumers order from the Internet, and suppliers from the nearest consumer distribution points to ship, which solves the traditional distribution of inventory problems, but also solves the network channel logistics and distribution of the problem of long time, can be said to be the advantages of the two channels complement each other.

8, O2O online and offline integration strategy.

O2O integration process, but also online and offline channel conflict continues to weaken, tend to unify the process. Therefore, this side of the O2O online and offline integration strategy to do a simple description. Regardless of how O2O develops, it is necessary to do customer-centered to carry out O2O business.