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#一個格力大經銷商的倒戈# 是環保企業正在面臨的選擇

2022-08-26 13:26:42來源:環保在線 編輯:Leven閱讀量:46002

導讀:格力大經銷商倒戈,董明珠依舊堅持押注渠道革命。品牌battle的終極支點到底是什么?
  山雨欲來風滿樓,這兩日華為和格力先后上熱搜,總感覺同一片藍天下,企業都有著同一種經歷。
 
  因華為任正非一句“活下來”,感覺又回到了中國環境報刊登《困難時刻日子有點難,環保企業請活下去練內功等復蘇》的時候,現在因為#一個格力大經銷商的倒戈#的熱搜,不知道環保人是否有那么一點熟悉感。
 
  故事,不僅僅是故事
 
  其實,這也就是一個簡單的故事。河北格力8月16日說珠海格力突然對其停止供貨,然后河北格力董事長親自官宣轉做飛利浦空調,那么就有知情人透露,格力準備在河北建新的公司了。其中的道理究竟在哪兒呢?業界人士一分析,怕不是渠道改革與利益之間的博弈。
 
  格力從1997年到現在,董明珠一手推動了線下經銷網絡的建立,但也正是董明珠再次一手促成了渠道改革。格力電器2021年年報明確指出,“新零售”由“27家銷售公司、70多家線上經銷商店鋪、3萬多家線下專賣店、第三方電商平臺官方旗艦店”聯合組成,并且新零售模式的推廣才剛剛開始。而業界猜測,這也許觸動了經銷商的利潤率,導致了雙方矛盾步步升級。
 
  發力,或者可以說押注線上渠道改革真的是有必要的嗎?“互聯網時代到來,渠道營銷模式,面臨從線下到線上的挑戰”,這句話蓋過了一切。“這兩年我一直在做直播,直播不是我要去做這個市場,而是我要去體會這個市場”,盡管面對著消費者線上消費往往會衡量價格,而格力空調生產成本本就較高的問題,董明珠依舊要帶著格力“革自己的命”,這種魄力確實不是人人都有。
 
  品牌,認知的battle
 
  “我不要我覺得,我要你覺得”,這才是聚焦用戶認知的正確打開姿勢。“懶人經濟”造福了洗衣機、掃地機,甚至炒菜機,“宅經濟”直接讓外賣“起飛”,網絡購物更是“老少通吃”,并帶火了快遞行業。從需求出發是順勢,創造需求來自認知,這點環保在線用16年的經驗蓋戳認證。

  從2006年開始從事網絡營銷,當時還有很多企業,不僅是環保企業并不重視線上推廣,直到現在格力都壯士斷腕地進行渠道改革,很多需要費口舌的理由都不必再重復又重復了。萌芽于一個“互聯網+”時代,成長于一個“云”時代,也許終瓜熟蒂落于“元宇宙”,品牌的battle在不斷升級。
 
  無硝煙的戰爭開啟了“內卷”模式,環保在線也不可避免要為品牌的“云之戰”內外兼修。一路走來,服務矩陣的不斷完善妥妥的“細節控”,大升級的視頻系列開始向日益受觀眾青睞的“直播”進軍,并最終于2020年推出了自己的環保行業線上展會品牌——視環會,成功舉辦了第一屆公益展。
 
  馬上就是2022年視環會秋季展時間了(11月8日至14日),這將是視環會第6屆在線展會,連續5屆的直播在”幕后“進行了一系列的服務提升。你能看到的全新3D展館,能體驗的直播抽獎功能,能一鍵操作的遞名片,或者容易忽略的展館布局小優化,同期在線會議正式以”同期高峰論壇“為名成為常駐”節目“,以及各大在線展廳流量的拾級而上等等。

  新版服務登場,展示效果自然要放大再放大,流量為王的時代,拼“廣告”怎么能輸?環保在線網站首頁和資訊首頁陸續改版,全方位透視行業直播和視頻,爭取推流效益最大化,就是要簡單有效!

  同時,自2022年以來,為了能夠向環保企業和廣大觀眾提供更便捷和多元化的互通渠道,環保在線以逐漸豐富的直播經驗為基礎,助力在線會議常態化。

  未來,從未知走向明天
 
  《國家發展改革委等部門關于新時代推進品牌建設的指導意見》明確支持企業實施品牌戰略,包括塑造提升品牌形象,豐富品牌文化內涵,提升品牌營銷服務、廣告服務等策劃設計水平,強化商標品牌資產管理,實施品牌國際化戰略,引導行業龍頭企業帶動中小企業聯合開展海外品牌建設推廣等等。

  了解橋梁的價值,所以搭建“互聯網+”服務平臺;了解流量的力量,所以建立行業網絡營銷服務平臺;了解時代的更迭,所以擴大服務的深度和廣度;了解“云”的趨勢,所以趕上“直播”的高速列車;了解“在線經濟”的崛起,所以下大功夫舉辦視環會;了解創新的重要,所以才要砥礪前行。
 
  董明珠說,“革自己的命最難,我們也痛苦過”。但革自己的命,只為發展得更好,真的需要所有行業共勉。

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