With the advancement of the internet, the trend of channel fragmentation has become more evident! First, we need to clarify a key term for today's discussion: sales! Almost all marketing activities revolve around sales (revenue, hereinafter referred to as sales). Second, where do sales come from? We often hear buzzwords like fragmentation, online, offline... What is fragmentation? Demand fragmentation leads to channel fragmentation: taking wine sales as an example, the channels for selling wine can now be subdivided into a dozen or even dozens of categories! Let's first look at the logic of sales driven by the internet: Traffic (fans) * Conversion rate * Number of product varieties = Sales! This is the conventional logic of internet marketing! Therefore, how to solve the traffic and fan problems? How to increase the activity of traffic and fans? How to develop and stack products? In this context, without traffic (fans), conversion rate, or products, sales will be zero! For example, e-commerce, micro-commerce, crowdfunding, and communities that use the internet as a tool are all means of capturing sales. Outside traditional channels (on-premise and off-premise), various forms of sales capture methods are emerging. So what is the logic of traditional marketing sales? Sales = Number of outlets * Turnover rate * Number of product varieties How to match and improve distribution rate, and how to increase sell-out rate are key! How to layout and stack product lines is key! In traditional marketing, especially in FMCG marketing, the concept of outlets is very strong! In fact, the core of both has not changed. In traditional marketing terms: the outlets have changed (fragmented, online outlets, offline outlets), and the sell-out methods have changed (communication paths, activation, scenarios). Having said that, we will find:

  1. Without sales, nothing is possible!
  2. But the paths and methods to achieve sales are different! This requires understanding a basic concept: from which dimension (battlefield) do you obtain sales? What is opportunity-driven sales? We classify many thin and uncertain sales as opportunity-driven sales! For example, the once-popular crowdfunding products are opportunity-driven sales! Crowdfunding relies on fans and leverages the influence of key opinion leaders to form opportunity sales! But can crowdfunding sustain transactions? Hard to say! This may require using the momentum generated by crowdfunding to land in offline channels, form repeat purchases, and gradually build a brand... If it cannot land, crowdfunding resources will gradually be depleted. Of course, opportunity-driven sales are also sales; even a mosquito's leg is meat! The tool is to make good use of the momentum formed by opportunity-driven sales and the first pot of gold obtained to transition to brand sales! What is brand sales? There are many stories and theories about brand understanding. In my understanding, brand sales are the dominant sales that can be obtained in a certain category, industry, or region! Regarding wine marketing, it has gone through several stages: The first stage: Good wine needs no bush. This stage is the accumulation of workshop-style opportunity sales! Because communication tools are simple and marketing tools are few, relying on opportunity sales for word-of-mouth accumulation! This stage is characterized by the diligence and wisdom of craftsmen. The second stage: Good wine also needs a bush! The addition of industrialization, the enrichment of marketing methods, and the diversification of communication tools have gradually transformed opportunity sales into brand sales! The formation of brand sales often comes from the gradual formation of discourse power through different marketing methods! The predecessor of brand sales is often the establishment of a beachhead position due to the existence of opportunity sales, which then forms depth! Opportunity-driven sales often exist in trend markets, not mainstream markets! And many market disruptions often start from opportunity-driven sales! It is not that a single category's opportunity sales can disrupt the mainstream, but that a group of multiple opportunity sales stack together, forming erosion and disruption of the mainstream (brand sales)! Opportunity-driven sales exist in almost all industries, Often in places that mainstream companies ignore or cannot capture. However, if opportunity-driven sales are treated as a game of "play once and die," it is unsustainable! It is precisely the existence of these opportunity-driven sales that lays the foundation for the advancement and development of an industry! -END- Content Selection Reply with the following keywords to categorize and read related articles: Sales Supervisor, Second-tier Management, Regional Manager, Distributor Management, New Channels, City Manager, Competition, 2015, Manufacturer-Dealer Game, Product Slow Sales, Outlet Visit Management, Route Management, Deep Distribution, Internal Management, Sales Skills, Profit Improvement, Recruitment, Distribution, Daily Management, Team Motivation, Trade Promotion, Sales Misconceptions, New Product Launch, Township Market, New Product Pricing, Sales Target Achievement, Closing, Market Visit Inspection, Baijiu, Beer, Sales Improvement, Agency Products, Channel Crossing, KA, Terminal Activation, New Market, Market Operation, Learning, Book Recommendations, Inventory Management, Sales Novice, Consumer Promotion, Execution, Old Products, Expired Product Handling, Model Market, Investment Promotion, New Media, Distributor Development, Performance Appraisal, Assessment, Annual Planning, Shopping Guide, Morning Meeting, Display, Transformation, Pressure Stock, Holidays, Distributor Cost Control Channel Operation, Marketing Theory and Laws, Brand Truth, Order Meeting, Team Management, Training, Debriefing, Debriefing Report.