Network Marketing Also Needs To Return To The Essence Of The Retail Industry

Now, those companies that have established online sales channels outside the physical stores have not only regarded online sales as an increase channel, but their motives often come from three aspects: breaking the geographical restrictions of physical stores, entering new markets or acquiring new customers, increasing customer satisfaction and loyalty, and creating competitive advantage by mastering and mining customer information.

Whether emphasizing user experience or building online communities, online sales are trying to return to the most basic way of doing business: create value by service, discover and tap customer needs and retain them.

Quite a lot

It has been found in the operation that the online sales channels are squeezing the traditional entity channels. Because the network channel is generally lower than the physical channel price, customers are likely to enjoy the physical storefront service while buying the behavior to turn to online channels. For example, the high discount sale website allows the bookstore to become a library for readers to pick books and try to read.

An important reason for Suning's determination to test water online sales is that it is worried that consumers will see the goods from Suning and order from Jingdong.

On the one hand, traditional channels can get the commodity premiums rapidly disappearing from location monopolies.

There will be complaints about the "fleeing" behavior from the Internet. On the other hand, the thorough pparency of the Internet will make the online sellers equally miserable. Many online dealers will maintain their low price advantage in order to compete for market share.

For many websites claiming their "lowest price" behavior, Xu Lei, vice president of Jingdong mall, a sales website of 3C electronic products, believes that the so-called minimum price is "contrary to objective laws", especially the price of single products, which is always lower and not the lowest in the world. All retailers will play a game of robbing Peter to pay for the product price. No businessman will be fooled to the lowest price per product, which is actually contrary to the basic law of retailing.

Even though it has become the largest B2C website in China, the Zhongguancun company, which has 15 stores all over the country, still does not live on Internet companies.

Its management is mainly from the retail industry.

Xu Lei said that online retailing is still following the rules of the retail industry. The Internet has improved the efficiency of information technology and reduced the cost, but the essence has not changed at all.

Since 2000, the value of traditional channels has almost disappeared in Zhongguancun. The Internet is just the most suitable tool they saw at that time. For Jingdong, online sales is an inevitable outlet, rather than a choice.