Apr 07, 2022
In Self Help Forum
Since 2003, Deep Distribution has experienced 15 years of iteration and evolution. So, how did it evolve? The author of this article will introduce deep distribution from three aspects. Friends who are interested in the history of deep distribution should not miss it. 01 In the early stage of deep distribution, as a low-threshold and universal marketing text messagte service system, because it started from the "minimum marketing unit", the requirements for resource investment were not high. Investment without resource threshold does not mean that there is no threshold. There are two main thresholds: one is the cognitive threshold. Understand this problem first, take the lead in action, and iterate continuously during the evolution process, which is to create a threshold for imitators; the second is to manage the threshold. In-depth distribution is ultimately manifested as a sea of people tactics, with a large number of personnel and high-density input, and management is a very high threshold. Because of the low threshold for in-depth text messagte service distribution and the lack of technical content, it is relatively easy to imitate. Therefore, the deep distribution iteration is very fast, almost every 2-3 years. From what I've observed, since 2003, deep distribution has roughly six iterations, and I've divided it into seven phases, some of which intersect. The first stage: customer sentiment + display The second stage: incremental orientation + improvement of basic work surface Stage. customer sentiment + display I call 2003 the first year of deep distribution (there are differences in different industries, I take the FMCG industry as an example). In 2000, the market center of gravity sank to "counties as the basic marketing unit", and the agency text messagte service pattern was formed from then on. In 2002, the dividend of the sinking market center was released, and in-depth distribution was put on the agenda. Judging from the articles organized by "Sales and Marketing", articles on deep distribution began to appear intensively in 2003. This opens the first stage of in-depth distribution. The in-depth distribution features of the first stage are: customer sentiment + display. The way of expression is: in-depth distribution of the eight-step work method. In the early in-depth distribution, because the salesman just came to the door and the store owner was very enthusiastic, the distribution work was very simple.