---
title: "Those Who Control Distribution Channels Control the World: Making Channels a Traffic Gateway"
description: "In the new era, the mission of distribution channels is not only to extract money from customers' pockets but also to instill knowledge into their minds, and only social interaction, with its strong relationships and trust, can shoulder this responsibility. Those who control distribution channels control the world."
author: "栾立"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2019-05-11"
language: "en"
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---

# Those Who Control Distribution Channels Control the World: Making Channels a Traffic Gateway

> In the new era, the mission of distribution channels is not only to extract money from customers' pockets but also to instill knowledge into their minds, and only social interaction, with its strong relationships and trust, can shoulder this responsibility. Those who control distribution channels control the world.

**In the new era, the mission of distribution channels is not only to extract money from customers' pockets but also to instill knowledge into their minds, and only social interaction, with its strong relationships and trust, can shoulder this responsibility.**
**Those who control distribution channels control the world.**
In the Chinese market, distribution channels have rich connotations. They are not only pathways for product flow but also a marketing strategy, a technique for "winning sales." Whether in the past, present, or future, distribution channels are the focus of market competition.
**Distribution channels are a marketing philosophy.**
In the era of mobile internet, consumers use external brains for decision-making, and distribution channels are the most critical interface for consumer contact. This is the perfect match between an omni-channel system and consumption nodes. Providing enough information at any time and any place for customers to make correct judgments is the basic responsibility of channels. Channels must become content sources and exist as consumers' external brains. Channels are important interfaces for content consensus. Channels are media, IP, and gateways, and they are key points for linking with consumers.
Aggregating content platforms is the correct way to open up channel mediaization:
**For mediaization, the first priority is content.** When it comes to content, the first thing everyone thinks of is originality. We advocate that in the internet era, all enterprises are media. To do media, professionalism and originality are basic survival abilities. However, the content that channels need to create is not original but aggregated, because the product itself is content, meaning channels already have content providers. Moreover, channels are collections of products. In an era of knowledge explosion, each specialty has its own expertise, and it is difficult to understand the knowledge of one category, let alone rich and diverse categories. **Aggregating to form a content platform is the correct way to open up channel mediaization.**
**Channels forming content platforms is a matter of direction. Channels also need methods for aggregating content, that is, the question of what kind of information to aggregate.** Everyone knows that in the past, people searched for information, but now information must find people without disturbing them, and more importantly, the information must be trustworthy. Currently, **in the second half of the internet, social information consumption has become the main mode.** In the new era, the mission of channels is not only to extract money from customers' pockets but also to instill knowledge into their minds. Only social interaction, with its strong relationships and trust, can shoulder this responsibility.
We have always emphasized that channels must be socialized to transform simple transactions into connections between people. Enterprises will rely on numerous social media platforms to continuously create content, describe products, and conduct brand communication tailored to each individual. **Social interaction is a magical tool, built on super-individuals, based on personal professional knowledge and value influence, carrying personal charisma, and is a trustworthy social currency.** Through empathy, consumption consensus is formed, reducing the commercial flavor of channels, increasing human touch and ritual, and allowing consumption to occur naturally.
**Social + Distribution,**
**Let customers see what they want to see**
The social model is not perfect either. One-to-one connections have limited influence, are slow, and have weak coverage. More importantly, my sharing may not be what you are interested in, at least the scenario when I share is not the scenario you are in at that moment. This creates a mismatch and inconsistency between information and consumption nodes, increasing time consumption and reducing efficiency.
Social media is only part of channel mediaization, not the whole. Another method must be used to amplify its advantages and compensate for its shortcomings. The shortcomings of social media are the advantages of distribution media. The so-called distribution is precise recommendation, using internet technology to digitize consumer behavior data, predicting what consumers are interested in based on personalized user data from circles, and dynamically and specifically establishing links with them, allowing them to see and hear what they want when they want to see and hear it. This is information that is useful, effective, and non-intrusive, exerting influence invisibly and adding to the attractiveness of channels.
**IP Distribution Platform,**
**Channels become traffic pools**
Social + distribution is not only not a universal tool but may also cause a series of problems:
First, it is easy to make people picky. For example, with Toutiao, you may be surrounded by the same type of information, and your knowledge may be too narrow, which could cause a knowledge crisis.
Second, people are naturally fickle. The same type of information can cause aesthetic fatigue, and they need to be exposed to more content. Algorithms actually have path dependence, which can seem lagging.
Third, there is not necessarily a causal relationship between information preferences and consumption. For example, everyone likes Mercedes-Benz and BMW, but more people buy Santanas.
Social + distribution cannot perfectly solve problems. Where is the path for channel mediaization? Channel mediaization is not copying social media, nor is it simple secondary distribution. **Using value as the carrier of the business model, aggregating product content to form an IP first-release platform, the content system must perfectly match consumers' scenario-based consumption nodes, providing professional and valuable empathetic information anytime and anywhere, making communication smoother and purchases natural.**
Channel mediaization does not start with rushing to create content but with determining the value of the channel and aggregating product content through value. This value is not simple commercial value but humanistic value sublimated from commercial value. Only then can there be strong linking power, forming a rich system with cross-border content, not only meeting diverse needs but also having stickiness and faith, and the ability to monetize multiple times. Channels are gateways and must become traffic pools.
**Scenario-based,**
**Let information find people without disturbing them**
The ultimate goal of channel mediaization is to establish links and generate transactions (of course, these transactions need to be elegant). This places a new requirement on media: it must be liked, not hated. The only solution to letting information find people without disturbing them is scenario-based information.
**Scenario-based is people-centered, and recognizing people is the first step.** Based on personalized small data from social interactions, develop personalized demand maps, and match consumption maps with content one-to-one. Only then can content touch the heart, resonate, and truly form an IP distribution platform.
Scenarios are diverse and dynamically changing, placing high demands on information. Different scenarios require different content, and the same content needs different forms of expression in different scenarios, such as text, audio, video, and as many forms as possible. Different scenarios also have different requirements for the length and timeliness of the same content. **Use positioning, intelligent technology, virtual reality technology, and IoT technology to sense consumers' states and environments, connect with consumers using information most suitable for the current scenario, and decide how to present information based on the consumer's scenario. Only then can information be truly useful, effective, and non-intrusive, and this is the ultimate goal of channel mediaization.**
**Combining online and offline,**
**Channel platformization**
Channel mediaization seems to revolve around digitalization, and offline channels seem less important. In fact, the intermediate power of offline channels will not disappear, and it will remain as important as before, or even more important. Otherwise, big shots like Ma Yun would not be carrying wallets and rushing to buy traditional channels everywhere. At any time, **traditional channels have their unique value. Channels are not only commercial flows (places for product transactions) but also points of connection between people (social spaces). The immersive, lingering, and enjoyable experiential functions of traditional channels can never be replaced by internet channels.**
The fact that tradition does not die does not mean you will be among the future winners. Alibaba and JD.com's marriage with traditional channels is not a simple addition but a transformation of traditional channels + internet, completing immersive media experiences based on application scenarios, forming people-to-people connection capabilities based on social interaction, making channels consensus interfaces based on content, integrating channel space with digital space, and turning channels into gateways and platforms for capturing consumers.
Source: Sales and Market (ID: cnmarket)
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**China FMCG + Internet Professional New Media**
**Committed to FMCG manufacturers' transformation and upgrading and channel digitalization solutions**


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