Offline, build one store well—this is the requirement for connection dimension and depth; online, build one county well—this is the requirement for communication density after three-dimensional connection. The operational logic of three-dimensional connection can be summarized in one sentence: offline, build one store well; online, build one county well. Offline, build one store well. The store is the best unit for initiating three-dimensional connection. Three-dimensional connection starts from a single store, expands from store to community, and from community to network. Through three-dimensional connection, the three spaces are connected. Online, build one county well. The county is the smallest unit for judging communication and transaction density. In marketing, density is cognition, and density is brand. If you achieve high-density communication ignition in a county, you can achieve high density in a city or province, and then replicate it. **-01- Three-dimensional connection: three-dimensional density is the goal Deep distribution cannot only focus on depth; it must be "depth + density." Depth means bypassing second-tier distributors to reach terminals; density means terminal coverage rate. Therefore, terminal relationships determine whether there is valuable depth; density is coverage rate, display, SKU, etc. What determines sell-through is promotion and marketing. What are the indicators that determine the effectiveness of three-dimensional connection? I believe there are four aspects:
First, connection dimension: from single dimension to three spaces, increasing spatial dimensions;
Second, depth in each dimension: multi-line depth;
Third, density: density in all three spaces;
Fourth, cognitive density: manifested as communication ignition. When the density in the above four aspects is achieved, the result must be transaction density, i.e., sales increase. Offline, build one store well—this is the requirement for connection dimension and depth; online, build one county well—this is the requirement for communication density after three-dimensional connection. **-02- Build stores well to increase connection dimensions Three-dimensional connection means connecting offline, community, and network spaces. Three-dimensional connection must have a starting point, and it can be initiated from any spatial dimension. Therefore, there are three ways to initiate:
Initiated by offline stores. Follow the order of store → community → network to connect the three spaces.
Initiated by community. There are roughly two paths: one is community → offline; the other is community → network.
Initiated by network. The rough path is: network → community → offline. Generally, following the order of store → community → network shows an amplification effect. Store → community is first-level amplification; community → network is second-level amplification. Although it shows amplification, relationship stickiness weakens. Following the order of network → community → offline is a funnel effect. Network → community decreases by one level; community → offline decreases again. Although it shows a decreasing effect, relationship stickiness strengthens. For example, social e-commerce now conducts offline activities to enhance stickiness. The advantage of initiating three-dimensional connection from offline stores is that traditional enterprises have sufficient offline channel density, and three-dimensional connection shows two-level amplification, with sufficient density in all dimensions of the three spaces. Initiating three-dimensional connection from the network is very difficult for two reasons: first, the network is unwilling to direct platform traffic offline, only willing to direct offline traffic online; second, because after three-dimensional connection, it only increases stickiness, not density, so not only platforms but also platform merchants have little motivation. Three-dimensional connection initiated by social e-commerce has now become normalized. IP + community + offline experience has almost become the standard for social e-commerce. However, because community density itself is not high, entering offline shows a decreasing effect, so offline density is always limited. This is also why social e-commerce finds it difficult to grow large. From the above analysis, the best path for future three-dimensional connection may be store → community → network. Offline, build one store well; the importance of the store is thus reflected. Three-dimensional connection does not necessarily require fully connecting all three spaces; connecting only two spaces is also acceptable. But as long as more than two spatial dimensions are connected, initiating from offline stores is a better way. Therefore, in the era of three-dimensional connection, the advantages of traditional channels are highlighted. Why does three-dimensional connection particularly emphasize "offline, build one store well"? Besides the amplification and funnel effects of the three spaces mentioned earlier, the most important reason is the strong offline relationships and the strong interaction of strong relationships in communities. China's channel chain is essentially a human chain. The core of the human chain is the relationship chain, i.e., customer relationships. No other country places as much emphasis on customer relationships in channel management as China. Customer relationships require not only resources but also heart and time. Three-dimensional connection initiated by offline stores can be said to be the amplification and extension of offline relationships in communities and networks. **-03- Build depth around the three spaces Three-dimensional connection initiated by offline stores can be said to be the amplification and extension of offline relationships in communities and networks. The basic principle of traditional deep distribution is to identify sales points that match the product through street sweeping, use management methods to cover the controlled terminals through distribution channels, and operate through various pull-based sales activities in the middle. The core of this process is to find and control more sales points, and even different sales points may have different functions. This is the density issue of deep distribution. Through three-dimensional connection, entering community space and network space also involves depth and density issues. For example, in community space, if only terminals are connected, the depth is clearly insufficient. If more C-end users are connected through KOLs, KOCs, etc., then both depth and density are increased. How to build depth in the three spaces is determined by the personality traits of store owners. For example, Three Squirrels' "Alliance Stores" implement a dual IP strategy, requiring store managers to be owners, not professional managers. Undoubtedly, Three Squirrels has grasped the method of building depth in community and network spaces, i.e., store manager IP-ization. In practice, we have found that the more A-class large stores, due to staff turnover, cannot establish strong relationships with community users, and lag far behind B/C-class stores where owners stand at the counter in connecting the three spaces and interacting strongly with users. Even in promotional activities, A-class stores may not match B-class stores. FMCG sales have a geographic radius for purchases. Deep relationships mean acquaintances become regular customers. Acquaintance relationships mainly arise from the overlap of life radius and business radius. Therefore, establishing three-dimensional connection is relatively easy, as it is only a first-level relationship. Since it requires both multi-dimensionality and depth, the selection of terminal stores is important. Originally, store types were divided by scale into A, B, C, D categories. From the perspective of three-dimensional connection, A-class stores may have large sales but their marketing influence will greatly decrease. Store manager IP-ization means that the store's influence exceeds geographic space, expanding the business circle through human connections. Therefore, discussing depth in the three spaces is actually about the connection penetration brought by human influence. Discussing depth in the three spaces is actually about the connection penetration brought by human influence. **-04- Online: build one county well Three-dimensional connection connects the three spaces, so cognition, transaction, and relationship can also be established simultaneously in the three spaces, achieving trinity in the three spaces. From a transaction perspective, transactions can be conducted offline, in communities, or online. After all, offline stores, communities, and networks are all transaction venues for the same store in the three spaces. Therefore, from a transaction perspective, there will truly be no distinction between online and offline in the future. From a relationship and stickiness perspective, strong offline relationships and strong community interaction are the two major means of building relationships. This is true regardless of which space initiates three-dimensional connection. This is also why offline is valued again, because offline relationships are hard to replace. Online, building one county well focuses on communication density, i.e., cognitive density. As mentioned earlier, density is cognition, and density is brand. The internet emphasizes click-through rates, but now there are many clicks in the tens of millions or even hundreds of millions, yet the commercial effect seems poor. Because millions of clicks nationwide, when broken down to a specific county, are severely diluted and have almost no impact. The relatively closed communication unit is the county, which is also the smallest operating unit in the channel structure. For example, China's channel sinking ends at the "county distributor" level. Therefore, if communication density in a county is done well, the cognition problem is solved. Communication density = communication width × communication fission speed × repetition times. The number of people initiating communication is communication width. Undoubtedly, offline stores are the best initiators of communication. Only when offline stores initiate communication is it controlled communication. Controlled communication requires high density in specific market areas. Other internet communication methods, such as official accounts, blogs, QQ, etc., are mostly wide-area coverage communication, which is not precise enough. Of course, community communication has now been highly valued by live streaming and other methods. The smallest unit for calculating community communication density is a county. Three-dimensional connection must ensure that every store can become an initiator of communication. This is the decisive factor for communication width. In traditional channels, offline stores are basically controlled, so communication width is mainly determined by the number of stores, and depth determines the amplification factor of communication. Communication fission speed and repetition times are unrelated to three-dimensional connection. Communication fission speed is mainly determined by content power. Repetition times are mainly determined by resource investment. Internet communication, unlike mass media's "loudspeaker continuous shouting," requires "collective watching, instant penetration," quickly reaching the critical point of communication ignition in the short term. In the past, there were many magical IP communication ignition cases, leading many to believe that internet communication is about producing magical communication copy. However, magical communication copy is rare. Enterprises need to ignite under normal conditions, and ignite even when the copy is not magical. This is an achievable requirement. Online, build one county well. Three-dimensional connection determines the width of initiating communication, and content production determines the speed of fission. In this state, offline ignition is a high-probability event. Famous beer marketing expert, founder of Fang Gang Marketing Consulting Source: Liu Teacher New Marketing (ID: liuchunxiong1964)