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#一个格力大经销商的倒戈# 是环保企业正在面临的选择

2022-08-26 13:26:42来源:环保在线 编辑:Leven阅读量:2199

导读:格力大经销商倒戈,董明珠依旧坚持押注渠道革命。品牌battle的终极支点到底是什么?
  山雨欲来风满楼,这两日华为和格力先后上热搜,总感觉同一片蓝天下,企业都有着同一种经历。
 
  因华为任正非一句“活下来”,感觉又回到了中国环境报刊登《困难时刻日子有点难,环保企业请活下去练内功等复苏》的时候,现在因为#一个格力大经销商的倒戈#的热搜,不知道环保人是否有那么一点熟悉感。
 
  故事,不仅仅是故事
 
  其实,这也就是一个简单的故事。河北格力8月16日说珠海格力突然对其停止供货,然后河北格力董事长亲自官宣转做飞利浦空调,那么就有知情人透露,格力准备在河北建新的公司了。其中的道理究竟在哪儿呢?业界人士一分析,怕不是渠道改革与利益之间的博弈。
 
  格力从1997年到现在,董明珠一手推动了线下经销网络的建立,但也正是董明珠再次一手促成了渠道改革。格力电器2021年年报明确指出,“新零售”由“27家销售公司、70多家线上经销商店铺、3万多家线下专卖店、第三方电商平台官方旗舰店”联合组成,并且新零售模式的推广才刚刚开始。而业界猜测,这也许触动了经销商的利润率,导致了双方矛盾步步升级。
 
  发力,或者可以说押注线上渠道改革真的是有必要的吗?“互联网时代到来,渠道营销模式,面临从线下到线上的挑战”,这句话盖过了一切。“这两年我一直在做直播,直播不是我要去做这个市场,而是我要去体会这个市场”,尽管面对着消费者线上消费往往会衡量价格,而格力空调生产成本本就较高的问题,董明珠依旧要带着格力“革自己的命”,这种魄力确实不是人人都有。
 
  品牌,认知的battle
 
  “我不要我觉得,我要你觉得”,这才是聚焦用户认知的正确打开姿势。“懒人经济”造福了洗衣机、扫地机,甚至炒菜机,“宅经济”直接让外卖“起飞”,网络购物更是“老少通吃”,并带火了快递行业。从需求出发是顺势,创造需求来自认知,这点环保在线用15年的经验盖戳认证。

  从2006年开始从事网络营销,当时还有很多企业,不仅是环保企业并不重视线上推广,直到现在格力都壮士断腕地进行渠道改革,很多需要费口舌的理由都不必再重复又重复了。萌芽于一个“互联网+”时代,成长于一个“云”时代,也许终瓜熟蒂落于“元宇宙”,品牌的battle在不断升级。
 
  无硝烟的战争开启了“内卷”模式,环保在线也不可避免要为品牌的“云之战”内外兼修。一路走来,服务矩阵的不断完善妥妥的“细节控”,大升级的视频系列开始向日益受观众青睐的“直播”进军,并最终于2020年推出了自己的环保行业线上展会品牌——视环会,成功举办了第一届公益展。
 
  马上就是2022年视环会秋季展时间了(11月8日至14日),这将是视环会第6届在线展会,连续5届的直播在”幕后“进行了一系列的服务提升。你能看到的全新3D展馆,能体验的直播抽奖功能,能一键操作的递名片,或者容易忽略的展馆布局小优化,同期在线会议正式以”同期高峰论坛“为名成为常驻”节目“,以及各大在线展厅流量的拾级而上等等。

  新版服务登场,展示效果自然要放大再放大,流量为王的时代,拼“广告”怎么能输?环保在线网站国产欧亚色一级A片免费看和资讯国产欧亚色一级A片免费看陆续改版,全方位透视行业直播和视频,争取推流效益最大化,就是要简单有效!

  同时,自2022年以来,为了能够向环保企业和广大观众提供更便捷和多元化的互通渠道,环保在线以逐渐丰富的直播经验为基础,助力在线会议常态化。

  未来,从未知走向明天
 
  《国家发展改革委等部门关于新时代推进品牌建设的指导意见》明确支持企业实施品牌战略,包括塑造提升品牌形象,丰富品牌文化内涵,提升品牌营销服务、广告服务等策划设计水平,强化商标品牌资产管理,实施品牌国际化战略,引导行业龙头企业带动中小企业联合开展海外品牌建设推广等等。

  了解桥梁的价值,所以搭建“互联网+”服务平台;了解流量的力量,所以建立行业网络营销服务平台;了解时代的更迭,所以扩大服务的深度和广度;了解“云”的趋势,所以赶上“直播”的高速列车;了解“在线经济”的崛起,所以下大功夫举办视环会;了解创新的重要,所以才要砥砺前行。
 
  董明珠说,“革自己的命最难,我们也痛苦过”。但革自己的命,只为发展得更好,真的需要所有行业共勉。

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