Shanghai Channel Rapid Development: New Expert On Market Channel

In the era of "information explosion", how to distinguish and select reliable and reliable investment information has become a top priority. Having platforms and channels means holding the initiative, so "channel is king" has become the truth of many investors.

It's hard to get through the Shanghai channel fast construction network service outsourcing company (hereinafter referred to as "the" Channel rapid construction President Lin Han's cell phone. "Some companies are worried about finding customers. Some companies are worried about rejecting customers." Lin Han laughs and says, "at present, on average, by calling and visiting every day, there are more than 400 enterprises that hope to cooperate with the fast track and seek cooperation." It's not hard to explain why his cell phone is hard to get through.

"Fast access is mainly a business exchange business, similar to Alibaba's B2B." In Lin Han's view, fast access is a group of people who play the role of channel. Through the business exchange platform with outsourcing as the core business, enterprises can expand channels and find projects for entrepreneurs, and finally collect fees according to the matching effect. "The problem of the Chinese market is often the problem of channels, so marketing depends on how you play the channels."

　　 "Love toss" crab eating people

From Lin Han's entrepreneurial experience, it is easy to see that he is a "love toss" eating crabs. He graduated from Peking University and served as vice president of Lian Da Zhi Da, a large domestic consulting company. He served Tsingtao Brewery (600600, stock bar), Yili dairy, FOTILE Kitchenware and other customers. In the field of marketing consultancy and business front-line trader for many years, he is not satisfied with simply consulting others, and feels that "do not quench thirst", and this is the spirit of "quench thirst" and become the driving force of entrepreneurship.

In 2006, Lin Han, a marketing consultant, consulted a company that produces bamboo charcoal products. He discovered business opportunities hidden behind the organic environmental protection industry, and set up an organic daily necessities one-stop shopping platform "eco home" with another business partner, focusing on raw material procurement and channel construction, and outsourcing production.

Lin Han found that because the effect is difficult to measure, enterprises often have to rely on experience and feeling to carry out marketing activities, but the rise of the Internet has changed all this. Data explosion, social media, channels and strategy choices have become an important force in changing the marketing organization's rules of the game, making marketing a "technological activity".

"I know half of the advertising fees are wasted, but unfortunately, I don't know which half." This is the exclamation that traditional enterprises often issue in the marketing work such as inviting and selling, and the "Investment Promotion Association" which is not effective is reduced to the "recruit injury meeting".

"The elimination of future Chinese enterprises is not a subtraction but a division. More rational markets and consumers will eliminate backward product productivity and marketing productivity, making many excellent enterprises in the new market change rapidly and quietly." So Lin Han, who dares to eat crabs, has not yet provided the enterprises with rigid requirements for the standardized system of channel construction service companies. In March 2009, a fast road construction was established.

At that time, Lin Han put forward the idea of "creating value first and then sharing interests" for the small and medium-sized enterprises struggling in the cold winter. It was undoubtedly the foundation for the early development of the fast track construction. In a short span of four years, it grew from a small team of less than 20 people to over 1000 companies. The main service customers included dragon run tea, Haitong food, Hong Xing Yuan, Tai Tai le. LISA.LISA Bo Yang baby and other famous brands.

In April 2012, www.875.cn, which was built under the fast track business, was invested by 70 million yuan in venture capital. In 2013, the rapid development of the channel began to focus on the "cloud marketing platform", and released a series of refined marketing service products covering investment outsourcing, business incubation, precision investment promotion, and network business school.

　　 System services to improve investment efficiency

"B2B business, we will surpass Alibaba in 5 years, and may not even take 5 years." In Lin Han's view, similar to Alibaba's information platform, channel rapid construction also converged people with investment needs in various industries through the Internet to achieve docking between projects and investors, and to collect commissions from enterprises according to the number of successful contracts, and to exempted investors from service fees.

"The difference between Alibaba and other platforms is that the fast track construction will carry out strict project quality assessment and screening in advance, remove false and backward projects, and avoid passive situations that investors may be cheated." Lin Han told reporters.

For ordinary enterprises, there are more than a dozen investment teams have been luxurious, and may also serve as a channel development, negotiation and signing, customer maintenance, distribution of goods and other complex work, and fast track construction mainly through investment promotion and daily inspection signing two ways of investment. Lin Han explains: "all planning, strategy, consulting and proposal proposals can be landed and tested by the market, so that the cost of trial and error will be borne by the rapid construction of the channel. To help enterprises do business investment, if the plan is not good, we can continue to invest resources in trial and error. However, if the enterprise tries to make a mistake once, it may take two or three years, so the trial and error cost is relatively low on the professional investment platform, but once the mistake is found, the plan can be adjusted immediately.

At present, there are various business platforms such as business street business opportunities website, business opportunity DM direct investment magazine, and "business street business opportunities trading center" in airports and downtown areas. Through these platforms, investment information is released and a large number of investors are accumulated. According to Lin Han, there are hundreds of thousands of messages with willingness to invest on these platforms every day. The website also brings together about 500000 investors every day, producing 20 thousand investors' information that is of interest to the project, and the rapid construction of the channel is tightly focused on this part of the effective investor resources and repeatedly used.

Lin Han estimates that China has no fewer than 30 million investors in finding projects, and many investors still want to continue to look for new projects after finding the project and making money. "With the popularity of the Internet, the efficiency of Internet investment is very high. Internet and information technology can bring together scattered and fragmented things at low cost, which not only improves the speed of investment, but also reduces the cost of investment, which is difficult to achieve in the past traditional investment."

　　 "Channel venture capital" profit model

"We have adopted the mode of first service and re charging, which is responsible for the investment in advertising, personnel and capital, and the risk is no less than that of venture capital. Therefore, our work is actually" channel venture capital ". Lin Han said that in the past, the market for investment services was advertisers' thinking, that is, I advertised for you to collect money, but no matter what your results were. The idea of "fast access" is to turn the complex investment process into a result oriented channel, which is quickly built to the customers' deterministic results and then divided into money, so the result oriented commission system is set up.

Lin Han believes that the profit model of quick access is to increase customer's viscosity through more free services, and also to solve the pain of business investment, so that enterprises can bear less risk. "In the past, business investment had to take up one hundred percent of the risk, but today we can invest in investment promotion, but the premise of investment is that I want to assess if I have less risk in your investment." Lin Han believes that the "risk" mainly refers to the contract customers "always have good or bad". After the initial investment in manpower and material resources, the project can not be recruited or the result is not ideal.

"The key to rapid road construction is how to control risks. We have a project review committee. Every customer entering the appraisal committee will decide whether to sign a contract after voting, and I have a veto." Lin Han said that the key to screening customers is the big and small business value. "First of all, we will see whether the products of the enterprises are small or public. Secondly, we can see whether the business mode can be duplicated. Finally we can see whether the scale can be landed everywhere in China." At present, most of the investment projects in the fast track outsourcing business are in the hundreds of thousands of yuan. After all, the less investment, the faster the contract is signed.

"The niche market or the number of dealers needed is very small, and the amount of investment is larger and involves more links. The longer communication time is usually rejected by us." Lin Han said, "many enterprises do not think of the profit model before, blindly do products and services. In the end, it seems that all the capabilities of the enterprise are not built around profit, so your company has no response in the market and no one pays. Therefore, enterprises should think ahead of the profit model, and then build the ecosystem of enterprises around the mode.

　　 Finally, charge both ends.

Lin Han summed up the core of "fast access" as "OTO". Namely Online, Technology and Offline. Among them, "Online" refers to the maturity of online resource aggregation platform, that is, relying on the Internet to build a precise database network marketing system for different types of industries and customers. "Offline" refers to the investment outsourcing service under the offline business opportunities, namely, through the investment outsourcing platform, we can develop franchisees and investment services for enterprises. The "T" in the middle of "O" and "O" refers to the data center and CRM system that achieve new investment logic and scale communication through technology.

Now, we will focus on the most difficult and core business opportunities and project docking. "It's kind of like real estate agents, but real estate agents are selling houses, and what we publish is investment information." Lin Han said, "channel profitability is the core link in the price chain. Enterprises do not make money, and franchisees do not make money, which means that the franchisee link is lost, and the channel value chain is destroyed." Although it seems that the "fast food" parents are enterprises, Lin Han's real purpose is to cultivate investors in the long term, and to gain trust by helping investors find quality projects, and ultimately to stabilize investors to fast access.

"Although fees are now targeted at enterprises, 80% of the focus of fast track construction is not on the upstream enterprises, but on the downstream investors, they are doing more value-added services around them." Lin Han said that when the investor group is mature and the membership reaches a certain level, the final business mode of the rapid construction will extend, for example. Alibaba The model charges 5000 yuan to 10000 yuan per year for the investors who are being mentored. "For the first time, investors will be free for the time being, but in the future they will charge the two sides of the enterprise and investors, especially the key development investors".