The author of this article: Hu Xiaopang @ Author of the best-selling books "Brand Operation Manual", "Micro-business ** Manual" and "Micro-business Promotion".
Many brands that want to buy new retail have been troubled by various models, and they have been struggling with which model to use. The reason why they struggle is because they don't understand the difference between different models. In fact, it's very simple to figure out this problem, in this episode, let me tell you how to choose?
Hello, everyone, I'm Hu Xiaopang. I have a community member named Lao Zou, he is the founder of an e-commerce brand, he just joined my community recently, he wants to learn some brand operation knowledge, and by the way, he asked me some questions. Lao Zou told me that because the e-commerce brand is currently experiencing a growth bottleneck, he is currently planning to start a new product to develop a micro-business channel, but he is not sure which operation model is good for this product. So he asked me, how to choose the right operating model?
If the operation mode of the micro-business brand is to be divided in detail, there will be a variety of models, and there are more than 20 operation models that I know at present. With the development of mobile Internet, the brand operation model is still evolving. For example, some time ago, it was more popular 2+1 chain mode, etc. But no matter how it evolves, it is inseparable from three basic models, namely the brand model, the brand distribution model and the brand direct sales model.
To put it simply, all brand operating models evolve on the basis of these three models. In this episode, I will briefly talk about these three modes, if you want to understand in detail, buy a book, called "Micro Business ** Manual", in this book, it is very detailed.
The brand model is the most traditional operation mode of micro-business brands, and it is also the mainstream operation mode chosen by most micro-business brands, which is derived from the traditional model of operation. There are many names for the brand model, and the more common names include the sales model and the team leader model.
The social new retail model we often talk about generally refers to the brand model, and the middleman in this operation mode is called the brand business. The main reason why there are more brands that adopt the ** model is that this operation model is relatively mature, the brand side is relatively easy to operate, and the success rate of starting is much larger than that of other operation models.
The brand distribution model is an operating model derived from the e-commerce distribution and customer model, and is the second mainstream operation model after the brand model. The brand distribution model is also often referred to as the social e-commerce model, and the middlemen in this operation model are called brand distributors.
Because the brand distribution model is now popular to achieve operations with the help of the community, it is often sold in the first way, so this model is often called the community ** model or the community group model. The distributor is the owner of the community, also known as the community leader.
Since the brand distribution model is a model derived from traditional e-commerce, brands often need to build the same platform as traditional e-commerce, we generally call this kind of platform brand distribution or social e-commerce platform, and some people call it a mobile e-commerce platform or community platform.
The brand direct sales model is an operation model derived from the direct sales model of e-commerce brands, and there are two common micro-business brand direct sales models: one is the retail brand direct sales model, which takes retail as the driving force of direct sales. It is a bit similar to an e-commerce brand, where the brand side is directly facing consumers, and there are no first-class merchants and distributors in the middle. The other is the direct sales model of investment promotion brands, which takes investment promotion as the driving force of direct sales, and this model is still the first model, and the difference is that the top top merchants are all employees of the brand. This model is relatively complex, and you can go to the book "Micro Business Handbook", which is not expanded here.
If the brand of the direct sales model wants to do a good job, it needs to set up a strong direct sales team to continuously obtain traffic through the layout of information flow, such as short ** and live broadcast drainage. With the cooperation of team members, brands need to do a good job of professional pre-sales and after-sales services, so as to achieve continuous repurchase and referral of customers. Compared with the other two operating models, this model is relatively difficult to operate, so there are relatively few brands to choose.
As a brand, how should you choose these three basic operating models? This is an important question because if you choose the wrong one, you may be doomed to fail before you even start. So which operating model is more suitable for you? Next**, I'll tell you the answer.
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