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Duan Chuanmin, editor of "New Marketing" magazine
Marketing has gone through several stages of development, from initial exchanges to trading through the market, and later to sales and sales. In the previous stage of development, it is mainly based on enterprise production. The company dominates and controls the market. Sales is transformed into distribution and channel control. The 4P theory of products, prices, channels and promotion that have been popular is the true portrayal of the market. The market was mainly dominated by products, prices and channels. Until the mid-to-late 1990s, Chinese companies really began to transform into marketing and competed for consumers through marketing. After entering the 21st century, marketing began to move toward the development stage of business model. There were two situations. One was E-based, which is e-commerce. On the other hand, a series of super-terminals emerged. Various chain stores continued to emerge. Second-tier markets are expected to face consumers directly, but the essence of the two is the flattening of channel terminals.
The essence of marketing is to establish a trading platform. In order to meet the demand, especially in the vast Chinese consumer market, the traditional distribution system is to realize the product sales through the first generation, the second generation, the third generation or even the fourth generation. The channel begins to appear, from the factory to the final arrival of the consumer, the node is more The more you come, the longer the lines, and the marketing completes a process from simple to complex. In this process, enterprises need to pay huge time, labor and financial costs, whether they are developing their own outlets or looking for agents and franchisees.
The emergence of e-commerce has made marketing easier to return from complexity. Whether it is a direct business to the consumer or a direct access to the bottom-end terminal, the intermediate links are greatly omitted, the nodes are reduced, the lines are shortened, and the role of the market is restored to the original switching function. However, traditional e-commerce has always floated on the Internet and cannot be completely rooted, so that it is impossible to prevent chaos. The most important point of the "group-buying group purchase" project of the Chinese group-buying alliance is to make e-commerce take root, and the huge organization of more than 300 outlets in the Ningbang industry guarantees the comprehensiveness and integrity of e-commerce landing. Therefore, this This model is a pioneering initiative and a major shift in e-commerce. I think that under the "group supply group" model, it not only brings convenience between manufacturers, but also a breakthrough in marketing theory, and also the return of marketing essence. For the market, the company has gone from individual enterprise combat to individual alliances, and in the future it is social marketing, integrating various resources. The industry and enterprises find their own needs in their respective alliance groups, thus achieving the largest overall marketing. Turn. "New Marketing" will pay close attention to the progress of the project, sum up in time, and form this theory as soon as possible. (Organization / reporter Wang Xiaofeng)
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