Marketing: can o2o save dealers?

Core tip: in recent years, the business of dealers is becoming more and more difficult to do! The environment has changed, and the paint can't be sold at all The business of looking for the door has completely disappeared All kinds of difficulties, all kinds of confusion, many dealers said that after so many years of business, now they don't know how to do business At this time, e-commerce and o2o came For a while, it seemed that everyone was talking about e-commerce Suddenly, your conversation without e-commerce, o2o seemed to be eliminated by the times So what is o2o? Can dealers do o2o? O2O can not Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Paint Home News: in recent years, the dealer's business is more and more difficult to do! The environment has changed, and the paint can't be sold at all The business of looking for the door has completely disappeared All kinds of difficulties, all kinds of confusion, many dealers said that after so many years of business, now they don't know how to do business At this time, e-commerce and o2o came For a while, it seemed that everyone was talking about e-commerce Suddenly, your conversation without e-commerce, o2o seemed to be eliminated by the times So what is o2o? Can dealers do o2o? Can o2o save dealers? Let's take a look at the case of Liang, a county dealer in Sichuan Province Previously, the manufacturer of a coating represented by Mr Liang once made a product promotion in his area in the typical o2o mode, and led the consumers to the activity site to receive gifts through the forwarding of wechat friend circle In the process of receiving gifts, we should spread product knowledge and guide consumers to experience the products At the same time, we should ask consumers to join the public account of the factory During the event, a county with a total population of more than 400000 attracted 15000 consumers to attend the event, and a long queue formed on the site Overnight, this new product became a household name in the county where Mr Liang lived However, the story doesn't end here Mr Liang is a smart dealer Calm down and think about it carefully He finds that although the scene is so busy and the activity is so successful, as a dealer, he doesn't get any substantive benefits from it - product brands are all made by manufacturers, and once the agency right is changed, it will be a joy; wechat accounts of consumers are all cited It leads to the public platform of the manufacturer Once the manufacturer's wechat mall is established, the dealers will immediately become logistics distributors At this time, Mr Liang may not know what o2o is, but he knows that mobile Internet is a good thing He thinks with all his heart: how can his business find a way out and improve with the help of mobile Internet? Therefore, Mr Liang chose to cooperate with a local young man who is committed to the development of mobile phone in city app, integrate multiple products he sells, multiple terminals with good and stable cooperation relationship with himself, and the resources accumulated by the young man in the development of mobile phone in city app From various upstream manufacturers, we have collected some promotional product support, imitated the previous activities, and built our own wechat public platform In this way, the opportunities for cross-border cooperation are gradually increased, and the resources of bosses in the same city can be shared; using wechat public platform, Mr Liang's business is getting better and bigger Many dealers think that o2o is the online e-mall to compete for the offline terminal business, which is not a good thing for dealers At last, it becomes the manufacturer's logistics distributor In fact, the essence of o2o is online and offline cross interaction Compared with the past B2C model, the biggest difference is regionalization and community The biggest advantage of dealers is local resources, local offline sales network, local logistics and distribution capabilities From this point of view, compared with upstream manufacturers, dealers have more local resources, compared with specialized companies specializing in mobile Internet, dealers have more offline basis and advantages of offline resources, so o2o is the most suitable e-commerce road for dealers So how can dealers take advantage of o2o and embark on the transformation path of e-commerce? The essence of Internet thinking is integration and sharing As a high-quality dealer, the resources it grasps often include government resources, large enterprise resources, upstream resources, channel distribution resources, terminal resources, peer resources, media resources, etc So, the essence of o2o for dealers now is to combine these existing resources to obtain and accumulate consumer resources that have never been before, and then distribute these benefits to other stakeholders in a reasonable way after the formation and gain of consumer resources Therefore, the first step for dealers to do o2o is to check the existing resources in their hands, re integrate the positioning, and see which resources can obtain consumer resources with the least cost, faster and more convenient For example, can the relevant government departments authorize you to do public welfare activities to help you guide your consumer account to your public platform? For example, can the peer association organize some sensational special sales meetings to attract consumers to the scene and guide consumers to join the public platform? In addition, can a good terminal help you to promote your public platform QR code? But why do all the high-quality resources help dealers to do o2o? This depends on dealers to design win-win and multi win alliance mechanism For example, the dealer can design the exchange and sharing of consumer resources, promise to use the established platform to distribute the products of the other party on the most favorable terms, and design a certain benefit reward, etc The biggest difference between o2o and B2C is that B2C is to directly discard many links of the channel, while o2o is to help the terminal play a more important role, so as to jointly obtain greater benefits Dealers should integrate the existing interest chain, reproduce a reasonable sales logistics process and interest distribution model that can unite most forces, and finally carry out interest distribution Dealers have a certain offline foundation, so let the original offline stakeholders including terminals, teams and so on correctly understand o2o, find their positions in o2o and ways to share interests, so as to turn resistance into power Inventory clear resources, clear the interests of all parties, it is necessary to design a process to build a platform, dealers are recommended to find a professional company to help you build O2o everyone knows well, but how to do it? Everyone is experimenting In general, o2o for dealers means regionalization and communitization, combining their own advantages as much as possible Of course, o2o is only one direction of the transformation of dealers' dilemma Only by constantly innovating marketing mode and keeping up with the pace of the times is the way of long-term development Home of coatings is specialized in coatings, diatom mud, paint coating, coating technology, fire retardant coating news and coating, diatom mud, paint coating, coating technology, fire retardant coating decoration knowledge and decoration renderings,