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Articles by 刘春雄 刘馨忆
Browse 7 New Distribution articles by 刘春雄 刘馨忆.
Published articles
7 articles · Page 1 of 1
Dual Private Domains: From Deep Relationships to Deep Connections
This article introduces the concept of 'dual private domains' (brand and retailer) within the 'Six Dual System' for digital operations, emphasizing that private domains are based on relationships and deep connections, not just contact. It discusses how brand and retailer private domains can be co-operated, with retailers transferring their private domain to brands under certain conditions, and highlights the importance of user activation and density for successful digital transformation.
刘春雄 刘馨忆Upgrading Deep Distribution: The Digital "Six Doubles" Operating System
Transformation is not a simple individual change but a systemic one, requiring a shift from the old system to a new one that matches the new environment. This article proposes a "Six Doubles" digital operating system—dual paths, dual private domains, dual scenarios, dual shelves, dual delivery, and dual middle platforms—based on three principles: bC integration, online-offline integration, and the integration of manufacturer, distributor, and store. It also discusses the technical, organizational, and process guarantees needed for implementation.
刘春雄 刘馨忆Digital Operations System Design: Dual Scenarios—15-Minute Convenience, 30-Minute Home Delivery
This article discusses the 'Six Dual System' for digital operations, including dual private domains, dual paths, dual scenarios, dual shelves, dual delivery, and dual middle platforms. It focuses on the dual scenario concept, which combines the first transaction scenario (offline immediate delivery) with the third scenario (O2O with near-immediate delivery), and introduces the 'new store merchant' model that leverages both physical and online presence to overcome traditional retail limitations.
刘春雄 刘馨忆How to Implement BC Integration?
BC integration is essentially bC integration, where 'b' refers to small retailers. It is the soul of channel digitalization, involving technical binding, single-store communities as the smallest operational unit, mutual leverage between b and C, and a shift in channel logic. The key is to reassess the value of the retail end and implement bC integration through technical tools like BC dual codes and BC mini-programs.
刘春雄 刘馨忆Two Major Integrations in Digitalization: Online-Offline Integration and Tripartite Unity of Manufacturer, Distributor, and Retailer
Channel digitalization differs from digital channels, though they are often confused. E-commerce is a digital channel, while channel digitalization transforms traditional offline channels by integrating digital tools. After digitalization, traditional channels do not disappear but merge with digitalization to form new channels. Due to e-commerce's decade-long success, there is a tendency to benchmark against digital channels, but the core of channel digitalization lies in the F2B2b2C model, which integrates online and offline, and unifies manufacturer, distributor, and retailer.
刘春雄 刘馨忆The Battle of Digital Models: F2C or F2B2b2C?
The article argues that F2C (Factory to Consumer) is not the right digital model for traditional enterprises, as it cannot solve their fundamental digitalization problems. Instead, F2B2b2C (Factory to Distributor to Retailer to Consumer) is the necessary path, despite its higher entry barriers, because it offers greater scale and integrates online and offline channels.
刘春雄 刘馨忆Designing a Digital Operations System: The Three Main Battlefields of Digitalization
This article, authored by Liu Chunxiong, outlines the three main battlefields of digitalization for FMCG companies. It argues that while e-commerce platforms (B2C) are the first battlefield, the second and more important one for traditional industry leaders is channel digitalization (F2B2b2C), which can connect hundreds of millions of users. The third battlefield involves retail giants using new supply chains (C2F). The article emphasizes the need for companies to identify their main battlefield based on scale and to transition from traditional models.
刘春雄 刘馨忆