What benefits will adding more code to the offline channel bring to the three squirrels?

New retail? Follow? Traditional retail (including traditional e-commerce)? The most essential difference is the difference in functional emphasis.

It is not surprising that three squirrels need to add more offline channels. Online and offline is a new retail format.

Traditional retail? The focus is on logistics, especially trading, and? New retail? The emphasis is on the combination of information flow and logistics.

Whether it is product display, information transmission or consumer education, it can be classified as information flow, and new retail has strengthened its influence on the overall purchase behavior.

According to the four parameters of customer communication, product exposure, profit and sales volume, Lao Miao divides the terminals into five categories: deep terminals, high-value terminals, sales terminals, ordinary terminals and trap terminals. The following mainly explains the information flow function of the terminal through the introduction of the deep terminal.

The depth terminal is based on the contact degree between the customer and the terminal. Are you online? New retail? Conceptually, this is the commanding height of the terminal.

The four foreign brands of milk powder are invincible in China market because they occupy the deep terminal hospitals of milk powder, and convince mothers through medical recommendation that they almost monopolize the domestic infant formula milk powder market in the context of domestic milk powder trust crisis.

Similarly, for infant products, supermarkets can't compete with maternal and child stores, because maternal and child stores, as professional terminals, have much deeper contact with consumers than supermarkets.

? In liquor marketing, the strategic significance of catering terminal is far greater than that of Shang Chao, because of its deeper contact.

A few years ago, imported wine also developed a more in-depth terminal reception: the promotion purpose was achieved through wine tasting, display and communication, and the senses and emotions of consumers were mobilized through watching, listening, smelling, tasting, asking and speaking, so that the contact of consumers reached a deeper level.

In the cosmetics industry, the contact depth of beauty salon terminals is greater than that of shopping mall counters, shopping mall counters are greater than that of daily chemical stores, and daily chemical stores are greater than supermarket shelves.

Health care products enterprises, represented by Zhenao Nucleic Acid, Tiannian and Zhongmai, have developed another kind of in-depth terminal conference, which is called conference marketing in the industry: that is, target consumers are gathered together and deeply contacted with consumers through expert lectures, on-site communication, product display and patient self-certification. , greatly guide consumers to buy.

? Family gatherings of direct selling enterprises are another typical representative of deep terminals.

The direct influence of advertising and public relations communication on consumer behavior is often not as good as the direct experience of terminals, so some terminals have unique advantages in transmitting information to consumers.

A concept was popular in the industry in the early years? Media operation of the terminal? Its essence is to operate the terminal like media. They define that the primary function of the terminal is to deliver information to consumers and deliver practical information that makes consumers feel the same. This is actually a way to enhance the depth of contact between the terminal and the consumer.

In today's market, brands are required to first choose terminals that can communicate deeply with consumers, and if not, develop or even create terminals that can reach deeply.

It is not surprising that three squirrels need to add more offline channels. Online and offline is a new retail format.