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Traditional channels, such as personal selling, distribution channel, and stores, are often completed in the channel where the sales process, so we called the "sales channels," but the Internet and traditional channels of essentially different, it has both traditional channels of marketing functions also the media, customer communication channels.


    So when we develop web marketing strategies, to stand in the broader perspective of development and utilization of the network in order to design a profitable network marketing model: the network as a transaction channel, as a promotional channel, as a channel for customer guidance and nurturing, but also as a client to maintain and repeat purchase channels. Moreover, the network only with the traditional channels, and effective coordination of electronic channels in order to create the greatest benefits.


    1. Network as a promotional channel to traditional channels for new customers.
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    Such as McDonald's, the service sector often can not complete the transaction in the network and consumption. A lot of luxury, high-value products such as cars and real estate, with its e-commerce is the main significance of the network to promote and increase new customers.
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    Some customers may be a better understanding of the network products, but still prefer to trade through traditional channels, such as Ctrip's a lot of customers, often prefer to order tickets by phone and tourism products. Had to make a health care products e-commerce companies, especially for elderly people like to shop trading opened the store, these members of the network and product catalog in a preliminary understanding of product, and then to the store, its contribution to sales of rental units is far much larger than the store.


    2. Internet as a sales channel.


    This means speaking, the network has the same stores with the sales staff and customers through website for product, price, participate in promotions, and deals, online payment. However, due to manpower and saved rental store, much lower transaction costs.


    On the other hand, if the sales process is all done online, the customer experience and product reliability will be greatly reduced, which is why people always think that the network can only sell cheap products to sell high-priced products can not be the reason.


    For the high-priced products, luxury and customization of products, network channels alone is not enough transactions must also be more personal interaction with the channel, such as telephone customer service, direct mail, SMS, or even the store's participation in the transaction process.


    For example Kelan diamond shop set up experience, sales greatly increased; Ctrip and red children without call center, manuals, catalogs intervention will lose a lot of contract opportunities; suit custom e-commerce also need to tailor the store to complete process.


    3. Network maintenance and repeat purchase as a customer channel.


    Sales staff with personal relationships with store location, customers will naturally be very high viscosity and repeat business. But the network channels and traditional channels is substantially different: "The distance between the Online Shop is only a mouse click away", customers keep returning naturally low. By new customers on a one-time sales to make money, this era is over, the customer relationship maintenance and repeat sales are the basis for profitable e-commerce.


    Many well-known e-commerce company's repeat purchase, in fact, relies on low-cost and increased product support.


    For traditional businesses, unless your goal is to find the wind to vote, make any speculative, or at the expense of profits to achieve the repurchase of the model, capital strand breaks are sooner or later.


    Network, interactive, real-time, diversity, customer contact to become the lowest cost, most efficient channels.