Over 30 industry experts, 100 B2B platform founders, and 800 manufacturer and distributor friends gathered in Fuzhou to discuss the internet transformation of the FMCG industry.
Introduction:
According to an industry expert who recently visited the market, refined terminal operations are already a thing of the past and should no longer be mentioned! In the era when terminals reigned supreme (extreme to the point of terminal interception), and in the era of deep distribution, every company hoped to visit terminals and provide good service to them, because that's where sales and consumers are (and of course, competitors are there too, and terminal interception was the most direct way to avoid competition). Why has terminal supremacy degraded and been abandoned?!
Terminals will always reign supreme First, let's state the most direct concept: for channel construction, terminals will always reign supreme! Why? The four necessary flows for sales: business flow, logistics flow, information flow, and capital flow all must converge here!
Business flow: Whether in the traditional or mobile era, business communication, negotiation, and order conclusion must happen at the terminal! Some might say, can't we now communicate (via IM instant messaging) and place orders directly online? Yes! But if you are communicating directly with consumers, isn't that terminal supremacy?
Logistics flow: Consumers must receive the goods. Whether delivered by channel distributors or professional delivery companies, this is inevitable. In fact, Coca-Cola Company started hiring logistics and delivery companies to deliver directly more than ten years ago!
Capital flow: Capital flow is the reverse of business flow. When an order is generated, capital flow is formed. For many companies, sales performance is only realized when payment is collected. In the mobile era, companies can use capital flow to implement internet finance, giving traditional capital flow new meaning in the new era. Additionally, B2B e-commerce is booming now, and many new B2B e-commerce companies, without understanding the inherent nature of credit sales and debt collection in traditional channels, have rushed in, resulting in large amounts of tied-up capital due to credit issues, which is another related topic!
Information flow: In the traditional era, business managers relied mainly on orders and visit records to understand frontline market conditions, and then made decisions or policy adjustments. In the mobile internet era, every terminal can transmit information back to the company's backend in real time through software apps. Remember how Shanghai Suntory Beer was always regarded as a benchmark for deep distribution? That's because Suntory's most important aspect was the standardized visit sales behind its business personnel, and each distributor had a networked computer linked to Suntory, and the information transmitted back from distributor computers provided the best decision support for Suntory's beverage sales.
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So, terminals cannot not reign supreme! Of course, even if a company's execution cannot reach the terminal, the channel distributor's execution must reach the terminal. Therefore, an international brand company in China proposed another concept beyond deep distribution: distribution collaboration. That is, the company only sends managers to manage the distributor's sales personnel for terminal visits and management.
Of course, from another perspective, a company must both respond to consumers and avoid competition, which can basically only be done at the terminal.
Why has terminal control degraded? Why has terminal control degraded? It can only be said that in the mobile internet era, channel construction has encountered unprecedented bottlenecks:
First, in an era of change, companies believe that refined operations may not bring immediate business benefits. Disruptive innovations like e-commerce might solve problems better. So, the implementation of terminal control faces practical resistance: it's laborious and not rewarding.
Second, after more than ten years of terminal supremacy operations, terminal operations have become "familiarity breeds indifference," with high maintenance costs and tired personnel. It is understood that although Coca-Cola's terminal control has relatively advanced management methods and tools, there are still many problems with frontline terminal control fraud. Thus, terminal control has become a chicken rib—not worth abandoning, but perhaps better handed back to distributors. And when handed back to distributors, they can only say "hehe."
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Personally, I think terminal control is still the truth, but the traditional method of terminal work relying solely on salesperson visits may also need to be disrupted!
The emergence of mobile internet has also promoted new operations for terminal work. How to operate anew? The following content is a starting point for discussion.
System + Employee Service
The biggest feature of mobile internet is interconnectivity, and the real-time nature of interconnectivity provides powerful help for terminal control implementation.
According to surveys, among management SaaS software, the most commonly used is the salesperson visit and location software. Why? Because business owners hope to use tools to fully control the work of sales personnel. As mentioned above, even Coca-Cola, a top management company, cannot achieve this; relying solely on systems to achieve results is not feasible.
It can be said that system + frontline employee execution is the correct solution.
Due to the characteristics of mobile internet, the system can initially achieve the following possibilities:
- Remote text, image, voice, and video expression: terminal personnel, assets, site, display, activities, and promotions can all be realized;
- Time and location control: the workflow of sales personnel can be realized;
- Work expression: order transmission, business, and service can be realized in real time;
- Competition avoidance: incorporating terminals into departmental management, competition avoidance can be realized;
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However, the mobile system may not be able to achieve:
- Interactive communication and collaboration are possible, but mainly for routine work. Individual and specific issues still need on-site face-to-face or phone communication. And in business work, individual or specific issues are not few. No matter how small the terminal, it is a B-end. The business flow, logistics flow, information flow, and capital flow mentioned above for B-end services cannot be operated entirely by a system!
- Terminals require on-site human service. Anyone who has visited terminals knows that within about a week, terminal work can be learned and executed without obstacles. Why do companies still hire personnel for terminal visits? First, for service, as mentioned above; second, to understand competitive information and respond to competition (that is, competitive information may only be collected and decisions made in real time by frontline personnel); third, companies want to use frontline visits to form close emotional relationships with terminals. This emotional relationship is an important bond for terminals to continue cooperating with the company and a way to block competitors.
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Of course, there are other reasons why "system + frontline employee execution" is necessary.
In fact, as long as a company is close to the terminal, the terminal's return to the company will not disappoint! Even if short-term or strategic investment does not yield ideal performance, from the perspective of consumption, competition, development, and other factors, this terminal-supremacy operation method is still sustainable and beneficial!
Introduction: Tan Changchun, committed to selling any product as a fast-moving consumer good. General Manager of Huaxia Cornerstone Marketing Consulting Company, Group Chief Consultant, Special Expert Consultant of Kotler Consulting Group, Project Director of TNS Market Research Consulting Company. Founder of the integrated marketing system. Well-known marketing expert and trainer;特邀讲师 for China Marketing Director Qualification Certification Exam, Special Lecturer for "Frontier Lectures," Gold Medal Lecturer of the Training Expert Group of "Sales and Market," and Special Lecturer for Marketing Director classes at several top domestic universities.
Weibo: http://weibo.com/1159426107. WeChat Official Account: chnstone1. China Sales Force: http://t.cn/RtRxd99
New Food Era · New Distribution —— 2016 China "FMCG + Internet" Summit Forum ——
This is a grand event focused on how the FMCG industry channels will transform under the trend of internet+ transformation
Conference Agenda 09:00-09:30 Registration 09:30-09:35 Host opening 09:35-10:05 2016 China FMCG Industry Trend Analysis Report - Zhao Bo 10:05-10:25 FMCG Enterprise Transformation Strategy and Path - Liu Chunxiong 10:25-10:45 Opportunities and Challenges Brought by FMCG Channel Transformation - Liu Zhao, CEO of Waiqin365 10:45-11:25 Alibaba Retail Link All-round Empowerment - Guo Kunkun, Alibaba Retail Link 11:25-12:00 Roundtable Forum - Brand Transformation: Improvement vs. Reconstruction? (Guests TBD) 12:00-13:30 Lunch 13:30-14:00 Distributor Transformation: City Distribution Trend Development - Wang Qi, CEO of Weijie City Distribution 14:00-14:30 Roundtable Forum - Why Should Distributors Transform into Logistics? 14:30-15:00 Detailed Explanation of Zhongshang Huimin's "One Machine, Two Wings" Strategy - Su Xiaoxin, Vice President of Zhongshang Huimin 15:00-15:30 Detailed Explanation of Zhanghe Cloud Factory Strategy - Yang Lixiang, Zhanghe Tianxia (Speech content TBD) 15:30-16:00 Supply Chain Finance: The Lubricant for B2B to Drive Traditional Business - Chen Xian, CEO of 51 Order 16:00-16:30 2B Investment Principles and Ideas - Xu Xiaoping, Founder of ZhenFund (Guest TBD) 16:30-17:00 Small Retail, Big Business Opportunities: China Retail Transformation and Upgrade - Wang Jianfeng, General Manager of E-commerce Division, Yurun Group 17:00-17:30 Roundtable Forum - Who is the King in FMCG B2B Models? (Guests TBD) 18:00-20:00 Dinner
For manufacturer and distributor friends who want to transform, this grand event is not to be missed. Interested friends can long-press the QR code below or click "Read Original" to register.
Registration Method: Long-press the QR code below or click "Read Original"
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