At present, FMCG B2B is mainly divided into two levels, one is the B2B industry represented by Ali Retail, JD.com, Zhanghe, Huimin, Yijiu, etc., and the second is the use of B2B tools by dealers to change Traditional transaction efficiency.
From the perspective of the industry, these Internet companies represented by retail channels and new channels have taken the lead in using Internet tools to change traditional industries based on their perception of the Internet's prophets, which has played a very important role in promoting the industry's + Internet transformation.
At present, I am also very glad to see that more and more traditional dealer companies are seeing the important value of this Internet tool, and are actively adopting these new B2B tools to change the traditional business model, and have brought very important changes.
In what ways should B2B affect industry efficiency?
The original intention of B2B is to change the efficiency of FMCG industry. How can B2B really play a role in changing the efficiency of the industry, and how can it play a more important role in the transformation of the industry?
The change in industry efficiency is a systematic, full-link issue. Not only the efficiency change at the channel end, but also not only the efficiency problem at the order end of the store. The change in the real industry efficiency requires a full-link, systematic efficiency change.
The core of B2B is the use of Internet connection tools and the use of Internet technology to change traditional transaction models and change transaction efficiency.
However, the most important value of the Internet link is that it can realize the full link. In this environment where the full link is opened, the system planning of the full link, the change of the transaction efficiency of the full link, and the improvement of the efficiency of the full link may be possible. Will bring real change in industry efficiency. The core of this is the link and connection of the full link. Because only in this case of full link linking and unblocking can we bring about real changes in industry efficiency.
The efficiency change in the channel link and the efficiency change in the terminal transaction link may change the value of the industry efficiency from the middle link, but there are still defects in the change of the overall industry efficiency. Even if the efficiency of such an intermediate link changes, if the full link can be connected and opened again, it will bring more important value to the efficiency change of the intermediate link.
It should not be considered that it only solves the ordering efficiency at the small end of the store, and the manufacturers and distributors are only the role of a supplier, that is, they can solve the efficiency of the industry.
More importantly, in the context of the Internet link, the overall industry efficiency changes, and a full link re-planning is needed. That is to say, it may not be based on the current manufacturers, channel vendors, and terminal vendors. To change the efficiency of the industry, we need to use the means of connection to open up all links, and re-plan the industry's circulation efficiency in the environment of connection. The direct link must be directly connected, the removed intermediate link must be removed, and the changed function To change, the pattern of replanning needs to be replanned.
The most important of these is the environmental change brought about by the link. With and without links are two completely different concepts.
The current FMCG circulation system is established in a disconnected environment. In a disconnected environment, manufacturers do need a certain level of distribution to achieve product market coverage. Manufacturers cannot directly meet the needs of 6.5 million terminal stores, and they cannot directly face hundreds of millions of consumers.
However, in the context of an Internet connection, these problems can be completely solved from a technical point of view. Let alone manufacturers directly face 650 end-user users, 65 million are no problem, and 65 million can be fully coped with.
Any change in efficiency must be premised on decentralization. As long as there are more intermediate levels, there will inevitably be efficiency problems. This is the case inside the organization and the outside is the same. The real change in efficiency must be to remove ineffective organizational levels and de-intermediate.
Therefore, in order to change the efficiency of the real FMCG industry, the efficiency of the entire industry and the entire link must be changed, and the full link must be connected and opened with the help of the Internet.
In the Internet environment, what kind of circulation system should FMCG go out of?
The current B2C e-commerce model adds an efficient e-commerce distribution channel based on the Internet environment, but this channel does not solve the circulation efficiency problem of the overall FMCG industry.
Because in this model, the manufacturer is outside the model, but still plays the role of a supplier. If Taobao and JD.com solve the problem of the efficiency of online distribution, the efficiency from the manufacturer to Taobao and JD. . But this end is a more important end in the overall industry, and this end will play a more important role in the overall industry's efficiency change.
The current B2B has taken a more important step in changing the efficiency between intermediate links and terminal stores, or in the overall industry transformation. Therefore, based on Internet links and full links, future changes in industry efficiency require the construction of B2C and B2B2B efficiency models.
B2C is a link relationship, a marketing relationship, and it may not be a transaction relationship. That is, in a connected environment, manufacturers must achieve direct connection with consumers, and be able to achieve direct marketing with consumers. Such a link relationship can adapt to the current consumer-led market environment, and this marketing model is the most efficient one.
Of course, this B2C connection relationship and marketing relationship can be manufacturers, middlemen, or retailers. That is, in the context of the Internet connection, in the current new marketing environment, any manufacturer needs to build a direct link relationship and direct marketing relationship with consumers.
There are many models, methods, and methods to support such links and marketing.
B2B2B is a transaction relationship and delivery relationship. Among them, B as an intermediary and B as a terminal may play different roles according to the different needs of the manufacturers, according to market differences and category differences. It may be a very strong position of a trader (self-employed model), it may be a platform service provider (matching model), or it may be a logistics deliverer (O2O model).
In this model, the transformation of the manufacturer's Internet model will play a very important role. That is to say, manufacturers need to change the role of 2C and 2B platforms from being a supplier to the leading players in the overall new channels. Manufacturers first have the ability to use B2C to link consumers and effectively resolve commodity sales. Secondly, the transaction efficiency of the full link is constructed by the B2B method.
In terms of transaction efficiency, it mainly focuses on two aspects: one is the efficiency of the order, and the other is the efficiency of delivery. In terms of order efficiency, manufacturers have more resources and the ability to obtain orders is stronger than platform companies.
In the face of various current 2B, 2C, and O2O platforms, what manufacturers need to change is that the cooperation with the platform is not just a supply relationship, but a link and connection relationship.
This connection and connection will bring two values: one is the change in transaction efficiency, and the other is the improvement in marketing efficiency. At present, all 2B, 2C, and O2O platforms will bring important value to manufacturers in these two aspects. Especially in terms of marketing value is very important.
Manufacturers need to use various 2B platforms to achieve more efficient market coverage with the B2B model and achieve more efficient marketing of terminals. Need to use various 2C platforms to achieve links with consumers, especially to focus on mining the marketing value directly facing consumers. Need to rely on a variety of O2O platforms to connect consumers and achieve rapid coverage of home mode.
In short, B2B must be a major opportunity to bring revolutionary changes to the industry. Based on the reconstruction of the circulation system in a linked environment, it is necessary to break the current model and system and rebuild a new efficiency system.