Decentralized channel reform

1. Decentralization is a phenomenon or structure, which can only appear in a system with many users or nodes, and each user can connect and influence other nodes. Generally speaking, everyone is the center, and everyone can connect and influence other nodes. This flat, open-source and equal phenomenon or structure is called "decentralization"< Br > at the same time, "decentralization" is one of the typical features of blockchain, which uses distributed storage and computing power. The rights and obligations of the whole network nodes are the same, and the data in the system is jointly maintained by the whole network nodes, so that the blockchain no longer relies on the central processing node to realize the distributed storage, recording and updating of data. Each blockchain follows a unified rule, which is based on a cryptographic algorithm rather than a credit certificate, and the data update process needs to be approved by the user, so that the blockchain does not need the endorsement of intermediaries and trust institutions< The characteristics of br> de centralization:
centralization is first reflected in diversification. In the Internet world, there are no more than several portals has the final say. Various websites have begun to voice their own voice, express different choices and different hobbies, and these websites are distributed in every corner of the Internet world. Br > decentralisation is followed by the centralization of people, and decentralisation of content has become a trend, and people have become the key force to determine the survival of websites. It's a great change to build a website with indivials who lack interaction to gather talents and contribute their wisdom in the form of a circle. That is user-oriented, humanized< < br > decentralized content: < br > decentralization is the form of social relationship and content generation formed in the development of the Internet, which is a new network content proction process relative to "centralization"< Br > compared with the early Internet (Web1.0) era, today's Web (Web2.0) content is no longer proced by professional websites or specific groups of people, but is created by all Internet users with equal rights. Anyone can express their views or create original content on the Internet to proce information together< Br > with the diversification of network service forms, the decentralized network model is becoming clearer and more possible. After the rise of Web2.0, the services provided by Wikipedia, Flickr, blogger and other network service providers are decentralized. Any participant can submit content, and Internet users can create or contribute content together< After that, with the emergence of more simple and easy-to-use decentralized network services, the characteristics of Web2.0 became more and more obvious. For example, the birth of services more suitable for ordinary Internet users, such as twitter and Facebook, made it easier and more diversified to proce or contribute content to the Internet, thus enhancing the enthusiasm of Internet users to participate in the contribution and recing the threshold of procing content. Eventually, every netizen becomes a tiny and independent information provider, making the Internet more flat and content proction more diversified.

2. This topic is a bit big. In fact, you can refer to wechat's strategy. For example, before QQ built a group, there would be group owners. But now the wechat group has a group leader to say so. No, Anyone can pull people. Everyone is the master. With more and more open society, decentralization is the trend. It even includes the flattening of market and organization. Proction, channels, sales and customers will be squeezed more and more. The rise of e-commerce will shorten the whole chain of proction. Hope to help you.

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4. 1、 Phenomenon: the humanistic return of Internet community
in the progress of Internet to mobile Internet, traffic, intermediary and web begin to lose efficacy, scene, app and decentralization begin to generate, more direct, more meta and more equal connection appear, zero marginal cost social characteristics begin to appear, community business begins to influence and change the socio-economic form, and graally become the main body
the community here refers to the community in the meaning of the Internet, which is based on the Internet and closely related to the development of the Internet
in the traditional sense, community is related to region, but the development of Internet has already broken through the regional restrictions; The community with the meaning of Internet has the characteristics described by clay schecky in the unorganized organization:
1. The common goal, or program, through which the crowd can gather effectively. 2. Efficient collaboration tools (such as microblog and wechat). 3. Act in concert
it can be seen that a community is a specific group of people who have common goals, efficient cooperation and concerted action, and its core is "people"
the Internet makes it possible for people with cross regional and common interests to discover and aggregate. Community has a long history on the Internet, such as Douban, QQ space, microblog and other social platforms
however, in the early days, limited by various restrictions such as economy, network and intelligent terminal, these platforms lacked sufficient ecological feedback supply mechanism, and were only limited to interest aggregation of self entertainment. In terms of commercial realization, the scale was far from enough, and more manifested in shallow marketing. For example: in the QQ era, people use various QQ groups to release marketing advertising information, pull traffic, and achieve business purposes (this phenomenon has also been extended to the early wechat group); In the era of blog, a group of opinion leaders appeared, and content and traffic became the focus; In the era of microblog, all kinds of fans' marketing, training and big V emerge in endlessly. Until the era of wechat, this phenomenon continues (such as all kinds of training of Internet thinking); These are traffic, marketing and advertising in the traditional sense
blog, microblog, QQ group and wechat group are just communication tools and media. They play a more important role in marketing communication, and do not deeply affect the change of organizational structure, form a common goal and proce concerted action. It's not really an Internet community
in 2014, the real Internet community began to appear (such as Xiaomi, logic thinking, etc.), and as a new business form, it is influencing and changing the social economy more and more deeply
the essence of community business is "people". The biggest difference between community business and traditional business model is that it really has users. It is manifested in changing traffic into scene, information into humanism, eyeball economy into value creation, and reshaping all relationships among organizations, procts, users and ecological chains
this creates a force that makes traditional, simple and crude advertising, marketing and other bubbles fade away, and authenticity, value and humanity begin to return.
Second, the reason: the change of connectivity and the formation of Internet communities
communities are based on the Internet. The essence of the Internet is connectivity. The diversity, directness and equality of connectivity give birth to the inevitable emergence of community commerce
1. Diversity of connection: scene is community
the single and unified web connection of PC Internet has been replaced by decentralized, multi scene and multi relationship multiple connection, and the public has graally disappeared, and the scene community has emerged
(1) from traffic to scene. In the process of PC Internet advancing to mobile Internet, the unified web form begins to disperse and become independent vertical app in each scene; Hardware has also begun to disperse and become wearable devices (for example, mobile phones start to disperse into smart glasses, watches, etc., and 50 billion sensors will appear in 2020, which will further disperse the connection), and the connection will become diversified; Traffic mode is invalid, scene mode is effective, and decentralization is formed; Users become certain people, including geographical location, time, environment and other elements; Based on cloud computing and big data, users' needs, preferences and consumption habits become clear; With the emergence of Internet community, the aggregation based on common goals (preferences and tonality) becomes more feasible
(2) the formation of new ecological chain. The Internet began to sink and penetrate into the real instry. Redefine the relationship between people and everything, including the relationship between enterprises and users, the relationship between users and procts, etc., and the connection becomes diversified; A new ecological chain begins to form, consumers participate in creation, and transaction becomes the starting point of service; The organizational structure of enterprises is becoming a community based on the Internet, in order to update and develop more diversified connections
(3) user instinct. The diversity of connections leads to the emergence of scenes; With the increasingly fast pace and mass of information, users can only give feedback to the current and scene information, which is the community
2. Directness of connection: reality is community
authenticity is the soul of community, directness of connection catalyzes authenticity, and the generation and maintenance of community is more feasible
on the one hand, the intermediary disappears, and the procer can directly connect with the user, which is more authentic; When the connection becomes abundant, users also pursue authenticity
on the other hand, the Internet has penetrated offline to seek greater value space, and o2o has sprung up, making vertical services possible
any enterprise, organization or even indivial can directly connect with users, and authenticity, value and humanity begin to return; Mass commerce began to disintegrate into small and beautiful communities with specific needs and vertical services
3. The equality of connection: value means community
the abundance and equality of connection make it possible for indivials to rise and the community around them
on the one hand, the passive acceptance status of users at the end of the instrial chain is changed, and then they participate in the proction process, and their status is more equal; On the other hand, wechat and other mobile Internet real-time tools make collaboration easier. Based on more equal and convenient connections, indivials have the foundation to rise, and communities around indivials begin to generate
take wechat as an example, "no matter how small an indivial is, it also has its own brand". Wechat has spawned more communities, and more communities also use "public account + wechat group" to operate better (such as logic thinking, forming a new community ecology of public account + nearly 2000 wechat groups)
public accounts are the source of community content creation and publishing, while wechat group is an effective tool for community organizations, and they complement each other in community operation
Youku, wechat and other platforms help indivials to better play their own value, and indivials can also use these platforms to realize the aggregation of similar tonality groups and form small and beautiful communities< Third, the trend: the Internet community subverts the future
the diversity, directness and equality of connection give birth to the scene, reality and value of the community; The analysis of the reasons and characteristics of the previous article has implied the trend, which will be sorted out in this section
in the next 3-5 years, or even in the next 10 years, social economy will deeply affect economic and social life. Alibaba, Taobao, Jingdong and Ctrip's big flow platforms have become the best, and the communities with scene, authenticity and value have become the main business entities
1
generally speaking, community business is changing to scenarios, and traffic is replaced by scenarios. JD Ctrip has become the ultimate version of traditional traffic mode. Shopping logic has changed, and users are more and more willing to pay for specific scenario solutions, rather than just price sensitive shopping malls
for example, the travel service is replaced by the more vertical and convenient "flight steward + easy to use car", rather than the traditional tourism service platform; Moon cakes and spring festival goods may no longer use traditional e-commerce, but in specific micro business stores; Similarly, rose will choose roseonly, coffee chat will go to diffuse coffee and so on. Because they meet the needs of consumers in a specific scene (travel, holiday, etc.), more convenient, timely and full of emotion
demand is proct, proct is scene, scene is community. A certain link in the user's life, a certain lifestyle, and a certain demand may create a specific scene and proce strong stickiness. The communitization of user needs will change the R & D mode, proction mode and marketing mode of enterprises, and enterprise organization, ecological chain and customer relationship will all be transformed into communitization management
as analyzed above, community business will redefine the relationship between people and everything, including the relationship between enterprises and users, users and procts, so as to promote the return of procts to human-oriented and instrial value, and more interesting community instrial forms will appear
in the next 3-5 years, more and more instries, such as tourism and ecation, will have new and interesting community forms like Xiaomi, airbnb and logics thinking, which will give birth to more new economic models and instrial models. The scene innovation of ecological organization model and organizational relationship will bring great changes to the whole economic system
2. Small and beautiful indivial community survival
from a small point of view, community business is returning to authenticity and value, and small and beautiful indivial community has become the norm
(1) the community ecology of more and more offline stores and professional craftsmen is formed. Its characteristics are small team, professional vertical field, professional vertical service and stable user group. This includes restaurants, bookstores and cinemas; Writers, photographers, craftsmen, etc
KK's 1000 strong fans theory takes effect here. In particular, the Internet is not a substitute for the development of offline scenes, but a catalyst
one is to promote the formation of places with better experience and quality
Second, based on the need of human nature for existence and authenticity, too much online communication promotes users to return to offline experience
thirdly, mobile Internet tools can provide a good way of discovery and aggregation for offline communities
(2) in terms of operation mode, online and offline communication has become the norm, and more in-depth emotional communication has become necessary
the community will become more and more vertically subdivided because of its needs, interests and scenes, and trust becomes the key. Online and offline communication and interaction, and real-time feedback will promote the formation of trust and authenticity. It is also concive to the value screening of the community, precipitation of real users, and become the link to maintain the survival of the community
the online and offline interaction includes operation interaction, such as sharing meeting, high chat meeting, outdoor activities, etc; It also includes technological interaction, such as the discovery, organization and aggregation of people with the help of perceptual devices such as ibeacon. Communities that are good at o2o operation have strong stickiness, such as travel and catering, which will promote more community innovation and subvert the traditional mode
(3) in value creation, originality and scene dialogue will gain more and more long-term vitality, while plagiarism and hard communication will graally fade away
users are tired of information, and the scene and value of information are highlighted. The community that adheres to content UGC and PGC, as well as the community that is good at using scene dialogue, will gain long-term vitality; The communities relying on plagiarism, reprinting and marketing will graally disappear with the decline of advertising value
choose equality from connections. Taking wechat group as an example, wechat group has the characteristics of rapid creation, rapid gathering and dispersion, free access, no concept of group leader, and emerges or sinks with the timeliness of topics; Users have more freedom of choice.

5. Channel flattening aims at maximizing the profit of the enterprise. According to the enterprise's own conditions, it uses modern management methods and high-tech technology to maximize the procer's ability to sell (pass) goods to the final consumer, so as to rece the distribution channel of sales level< The main reason why channel flattening will become the direction of channel reform for many enterprises is that channel flattening has the following advantages:
first, the implementation of channel flattening is concive to better meet the needs of consumers and understand the real market information After sales service can better meet the needs of consumers, understand the real needs of consumers, and help enterprises better develop procts< Second, flattening the channel and strengthening the terminal are concive to the management and service of dealers, as well as the control and control of dealers. The flattening of channels is not to abandon dealers, its core is to attach importance to the terminal. The operation method is to better realize the service and management of dealers through intensive cultivation of the terminal, and at the same time, fundamentally control and control the dealers. If manufacturers carry out intensive cultivation on the terminal, the market risk is basically borne by the manufacturers. Moreover, manufacturers can better communicate with consumers and provide flat channel services at the terminal, which greatly promotes sales. This is the support for dealers< Thirdly, the flattening of channels is concive to the promotion of consumers, the development of terminal promotion activities, the digestion of inventory, the real market share and the establishment of brand.

6.

A food company plans to implement in-depth distribution and prepare to recruit employees to visit terminal stores in a certain area to solve the problems of increasingly fierce competition and sinking channel operation

the company attaches great importance to this issue. Even the general manager of sales went to the market several times for research, the team held many special discussions, and even invited some instry and channel experts to discuss how deep distribution can enter the market. After the deep distribution implementation plan is reached, the tasks are arranged, including expense application, personnel recruitment, interview, training, appointment and visit

after two months, the sales volume has not increased, the market pattern has not changed, and the competitiveness has not been improved. The organizational combat state is still the original combat state. Not only that, but also it makes people feel that their "reform has not been successful"; One of the most important things is that not only they but also the old business people are more and more overstaffed

Company B is one of the well-known dairy enterprises in China. It has set up a new business department to sell yogurt. This department has taken over from some backbone of the original liquid milk business department. Because the profit of the proct is higher than that of the original liquid milk proct, it is predicted that the competition will be more intense in the future, so it has invested more money in channel operation, We should implement deep distribution in a large area

However, although the division is mainly composed of the backbone of the enterprise, they used to be the main distributor management and operation mode. They have a certain understanding of the strategy and system of deep distribution, but rarely know how to start this reform and innovation! There are a lot of information about the operation method and system of deep distribution on the Internet, but there is no fulcrum content of deep distribution introction: what should be paid attention to in the organization adjustment of deep distribution

7. The first department store in China sells high-end brands, which can satisfy the consumption of different people's taste and identity symbol. At the same time, the quality is also guaranteed, mainly to eliminate fake goods. So the price is a little more expensive, but you can rest assured when you buy it. Can go and see

8. Marketing channel is the traditional circulation planning task, which is to deliver the right amount of procts to the right sales point at the right time, and present the procts in front of the consumers in the target market in the right way, so as to facilitate the consumers to purchase
includes four parts:
(1) business flow: generally refers to commodity trading activities
(2) Logistics: refers to the flow of goods brought by commodity trading activities
(3) information flow: information flow accompanied by commodity flow, such as what is the fastest turnover commodity? Which procts are most interesting to customers? Daily, monthly sales... Etc
(4) fund circulation: refers to the coordinated application of the financial system in the circulation process, such as credit card, bank transfer, etc
most manufacturers do not directly sell their procts to the final consumers. Between the procers and the final consumers, there are wholesalers and retailers who buy the goods and resell them after obtaining the ownership. There are also brokers, manufacturing representatives and sales agents who are responsible for finding customers
marketing channel decision-making is one of the important decisions of enterprises, which will affect other marketing decisions. For example, pricing will vary with the adoption of large dealers or high-level entrustment. The company's direct sales personnel, also according to the strength of the channel and equipped with different numbers. In addition, the company's marketing channel decision-making is a long-term commitment to other companies and must be observed. For example, after the marketing regional distribution authorization, the original agreement must be observed
marketing channels depend on the combination of external forces, and it takes a lot of time to establish. It represents the long-term commitment between the company and the middlemen, and also represents the choice of a marketing mix strategy of the company. Therefore, when we choose marketing channels, we must pay attention to the trend change of marketing environment, and plan the marketing channels of the enterprise with a long-term perspective
marketing channel strategy
the activities of circulation involve many complex and precise operations, such as the selection of marketing channels, the development and management of new marketing channels, the business lineup of marketing channels, marketing channel relations, logistics, marketing channel promotion, inventory policy, payment method, warehouse management, loading and unloading function Instrial packaging function (such as taking commodity protection measures ring transportation), circulation processing function (such as marking price, labeling), etc. When planning the marketing channel strategy, we use four steps step by step
Step 1: define the goal of marketing channel