---
title: "Tactical Approaches to Community-Based Dealer Channels"
description: "This article discusses tactical approaches to community-based dealer channels, covering three topics: recognizing the commercial value of the era, why channels are becoming community-based, and how to achieve dealer community-based channels. It emphasizes the importance of integrating offline, community, and online spaces, and provides practical methods for dealers to build and manage communities."
author: "牛恩坤"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-06-22"
language: "en"
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---

# Tactical Approaches to Community-Based Dealer Channels

> This article discusses tactical approaches to community-based dealer channels, covering three topics: recognizing the commercial value of the era, why channels are becoming community-based, and how to achieve dealer community-based channels. It emphasizes the importance of integrating offline, community, and online spaces, and provides practical methods for dealers to build and manage communities.

Click 'Read Original' for details.
Let's discuss a topic: some tactics for community-based channels. I will cover three topics: first, recognizing the commercial value of the era; second, why channels are becoming community-based; third, how to achieve dealer community-based channels.
**Recognizing the Commercial Value of the Era**
Why talk about recognizing the era? Traditional channels are not ineffective but inefficient. If we rely solely on communities, we find their effect is minimal. Why? Because today's business operates in three dimensions: offline, community, and cyberspace.
Offline refers to traditional channels; community refers to fan groups and communities; cyberspace can be understood as e-commerce. Relying on any single channel is difficult. Why is Pinduoduo slightly better than Taobao or Tmall? Because Pinduoduo operates in two dimensions: cyberspace and community.
**Offline is the entry point; real traffic comes from offline, not online.** Generally, offline has a problem: it can only solve awareness for a portion of people. For example, national liquor tasting events are typically small-scale.
What does community solve? Community must be distinguished from WeChat groups. **Community refers not only to online but also offline,** such as offline clubs, alumni associations, etc. So what is community? It is bringing offline relationships and social interactions online.
Cyberspace refers to the virtual space of the internet, which can be infinitely expanded. Many traditional dealers who attempted B2B have failed; true platforms require too much backend support. However, you can build a small platform in a region. This year, there is a hot term: regional traffic pool. Our communities have become active because regions have localized Pinduoduo's online offerings. Because offline relationships are stronger.
Why connect the three spaces? Today we find our channels are fragmented, multi-centered, and communication is precise. Why these three changes? Channel fragmentation refers to diversification. Originally, besides supermarkets, e-commerce, and liquor stores, our largest sales came from direct sales, but actually more from communities.
Decentralization: **Today it is not decentralization but multi-centralization.** Everyone may be a center. Think of a high-speed train: each carriage has high speed, but together they are powerful; each carriage has strong power. Today our channels are decentralized, meaning multi-centered.
Precise communication means users only care about what is valuable to them. **Today our information is not insufficient but excessive; we are bombarded daily.** This is why we need to connect the three dimensions.
**Why Channels Are Becoming Community-Based**
Why community-based channels? Because marketing has fundamentally changed. **Offline is no longer a traditional channel but a traditional channel that has been internetized.**
**1. New Positioning.** Previously, positioning considered competitors most; our new positioning focuses on consumer upgrades. Many food companies, especially small and medium ones, are doing well because they target consumer upgrades, not existing stock.
**2. New Products.** Let consumers define products, then R&D and design refine them. Originally, manufacturers developed products and pushed them to market; now that doesn't work because consumers won't buy. Let consumers define.
**3. New Channels.** Efficiently connect with consumers by integrating online, categories, partners, and resources to amplify value. For example, liquor stores now earn not only price differences but also promotion fees and display fees.
**4. New Promotion.** Attract potential consumers' interest. What are potential consumers? Not today's consumers but those who may grow tomorrow. Use potential consumers to focus. For example, is it entertaining? Is it fun? Does it have visual appeal? Because baijiu has shifted from drinking to playing.
**5. New Scenarios.** Scenarios are strong associations. Create illusions and hallucinations after experience, and create real experiences to evoke emotions.
**6. New Sales Promotion.** Today's promotions should be instantly attractive, prompting immediate purchase, standing from the consumer's perspective, and communicating in consumer language. For example, group buying, bargaining together.
**7. New Sales.** We must differentiate from original sales. Original sales ended after the sale; now it doesn't end; we need repeat purchases and follow-up service.
**8. New Relationships.** Build a system with users to form a community of interests, aiming to bring people to buy and increase propagation. Sharing orders and sharing are for this purpose.
So traditional channels must remember they have been internetized; they are no longer traditional channels. The era of earning price differences is gone.
**How to Achieve Dealer Community-Based Channels**
How to form a basic routine? Summarized in eight phrases: **Closely follow consumption upgrades, redefine products, efficiently integrate and connect, attract user attention, combine virtual and real scenarios, use language to bridge communication, rebuild purchase key points, and establish consumption systems.**
Let's look at communities. I understand it as two phrases: one hand online, one hand offline.
**1. List contacts, selection is key.** In the early stage of building a group, don't bring all channels into the group; be selective. For example, for a channel group, only include 10% initially because these people naturally have the ability. We first do 10-20%, then 20-30%, and finally a certain percentage, in stages.
**2. Promotion requires tasting; tasting expands experience.** When promoting, especially for FMCG, tasting is the most critical link. How to amplify tasting? It's called tasting expanded experience.
**3. Establish WeChat groups; spread confidence within.** Let those who can sell influence those who cannot, to convey confidence. For example, if you have 50 people and 20 can sell, those who cannot may think your product has issues. Now, if someone can sell, those who cannot will blame themselves.
**4. Send red envelopes daily; best for promotions.**
**5. Drink and video; reward spokespeople.** This mobilizes users.
**6. Keep WeChat groups active; persist in creating atmosphere.** WeChat must be consistently active, and based on user activity.
**7. Guide WeChat posts; influence Moments.** Moments should not be ads but guiding, preferably three sentences with some tips, and ideally a typo to attract attention.
**8. Collect likes on videos; develop good habits.** This increases Moments reach and reveals social connections.
I also summarized community operations:
**1. Top-level design must be good.** If it's a high-level group, it's for marketing communication; if simple, direct sales. Both are effective because they are simple.
**2. Value-based principles are essential.**
**3. IP-driven ignition.** Have several IPs; with IPs, others are willing to join.
**4. Game rules must be set.** For example, anyone posting ads is removed or must send red envelopes.
**5. Fan interaction is guided.** Some interactions are guided, even designed; fan communication and interaction must be guided.
**6. Tag sharing excites hearts.** Give a sense of honor; propagation and sharing are important; remember community upgrades.
How to community-based channels? Cyberspace is the ignition point for offline amplification and community sublimation because real traffic is offline; through community sublimation, it can be ignited. We did a statistic: when 16% of people in a place know the brand, it basically ignites. For example, if a place has 800,000 people, 16% means hundreds of thousands know the brand. When an article's click-through exceeds 14.4%, it can be said to have ignited nationwide.
**Cyberspace is the connection line for users, offline, and communities.**
Cyberspace is the full domain where offline and communities advance layer by layer. The three-dimensional space can connect points, lines, and planes, and also connect groups, layers, and circles, achieving the integration of awareness, relationships, and transactions. In one sentence: offline do points, lines, and planes well to form a whole; online do groups, layers, and circles well to connect into a system.
Future dealers must earn structural profits. Online, they must shout, enhance awareness, mobilize emotions, and form strength; online emphasizes discourse power. Offline, they must do, integrate B-end or C-end. Finally, form consumer language so users help spread. Integrate resources; future dealers will be regional community operators for dealers. Within the industry or related, tradition here is not only channels but also consumer resources, including relevance.
Source: Businessman (ID: htsxy88)


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