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你要怎样构建渠道的问题
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招商板块来举例说明
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我想请问大家
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中小民营企业
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你真的以为你的核心资源是产品吗
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你真的以为你的核心技术是技术吗
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不是中小民营企业
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核心竞争力是你的销售网络
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也就说白了
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各位是你的渠道
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渠道渠道才是你的核心资源渠道
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渠道
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来各位
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那首先到此刻
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我们要解释一下什么叫渠道来
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什么叫渠道
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拜拜台上来给大家讲一下
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这个我们要解释两个关键词
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就是午市
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老板不太了解这两个关键词
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啊这个弄好了是吧
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这个不用我们赔吧
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啊
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咋不说话呀
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渠道
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渠道
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什么叫渠道
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有听说过这两个词叫渠道的
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请渠道好手放下
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何为渠道呢
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是产品从工厂到消费者
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手里的整个通路
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产品从工厂到消费者手里的整个通路
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整个网络就叫做渠道
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比如说你的工厂的产品
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不会直接到消费者手里
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可能有省级代理商
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有省代
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那请问省代是不是渠道
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有市代来
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请问世代是不是渠道
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有地代请问地代是不是渠道
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省地省地有现代有总代来
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总代请问是不是渠道来
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下一个有门店来
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请问门店
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请问门店
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门店是不是渠道
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对门店也是渠道
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门店它既是渠道
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又是终端
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好了
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因此又延伸出来另外一个关键词
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叫终端
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叫终端
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那什么叫终端呢
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就是买和卖最近的接触点
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记住买和卖最近的接触点叫做
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什么叫做终端来
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你买衣服到哪里去呢
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到门店
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门店干嘛呢
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卖衣服买衣服呢
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到工厂到省代到
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批发商这里人家不卖你
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那卖衣服一般是哪里呢
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店买衣服到哪里呢
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那店就是买和脉最近的接触点
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就叫做店
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所以说我们把实体门店理解为终端
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它既是渠道
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又是终端
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所以它叫做终端渠道
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这叫啥门店
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好了那你有没有发现
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其实你买保险没有开店啊
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直销微商没有开店啊
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保险是通过那个人
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保险代理人来完成了保险的销售环节
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就是买保险的是人
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你会发现
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卖保险的也是某一个人
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来告诉我对不对
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来卖直销的
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卖微商产品的也是那个人
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这个人
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他是不是相当于是这个店的功能
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来告诉我
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对还不对
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此时就可以把这个人也理解为什么
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也理解为终端对
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所以来跟我说
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人际事变
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来跟我重复一下
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人际事变
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人际事变
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电即是人
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电即是人
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都是终端
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就人可以等
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等于终端
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那么终端等于电
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电等于终端
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终端等于某个什么
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等于某个人
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各位来这么解释
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大家能理解的请举手
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哎好
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手放下那就OK了啊
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所以你会发现啊
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陈老师辅导了一个做燕窝的老板
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过去呢一年营业额呢
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只做到1,000多万
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非常辛苦
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1,000多万
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后来通过陈老师的辅导做了两个多亿
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那我想请问你
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他做了两个多亿
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一个店都没有开
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刚开始他说老师我
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我的对标就是那个小仙炖
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我说什么小先队啊
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他就那个章子怡啊
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那很多明星代言的
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我说OK第一个
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你的品牌势能没有到那样的阶段
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你没有那么多一线明星帮你代言
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如果你开店
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那就死翘翘了
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那就重资产
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我们能不能把人当做店呢
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每一个人只需要给你交9,800块
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就变成了你这个燕窝的代言人呢
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你别人给你投资9,800
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送他15,800块钱的燕窝
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这第一第二推是返还
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推荐4个9,800
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返还你一个9,800
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第三每月月月返还2702块钱现金
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每月十六号返还你272
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连续返还你3年
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相当于免费吃我的燕窝
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第四还在送你价值9,800块钱的虫草茶
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海参即食鲍鱼等等这些产品
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来我给他设计了就这么一个模式
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会员里面
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那当然省市地线
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收多少钱
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我待会给你讲
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瞬间两个亿干起来
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就这个道理
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那为什么他营业额从1,000万
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干到2个亿了
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是因为渠道构建起来了
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就送大家一句话
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他过去为什么之所以做1,000万
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因为没有人推
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没有人卖他家的燕窝
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而现在是光给他家交9,800的几千个
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交10万的运营中心的上百个
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交30万县县级运营中心的几十个
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交99万的市级合伙人的
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是30多个
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这么多省地县总代
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渠道9,800都在帮他卖
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卖的人多了
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卖燕窝的人多了
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那么买燕窝的人自然就多了
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来告诉我是不是这个道理啊
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来跟我说
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任何的生意
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只要卖的人足够多
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只要卖的人足够多
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买的人一定会变多
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买的人一定会变多
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所以你有没有发现
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中小民营企业
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你的核心竞争力是要么你有渠道
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要么你有什么用户
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用户是买的人
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渠道是卖的人
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所以当你有了庞大的销售网络
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你就有了定价权
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你就可以和上游厂商谈
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账期谈条件谈扣点
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谈付款方式
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你就有了主动权
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举例来说
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啥叫庞大的销售网络呀
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我们再回到我辅导的这个
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这个育多超市来你看
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巨多超市拥有800家
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这800个超市
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可不可以理解为它是800个销售网络
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800个销售网络来告诉我对不对
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那800家店一起卖面
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一起卖米
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一起卖油
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一起卖水
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一起卖牛奶
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卖什么都有主动权呢
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所以他掉过头来
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就可以和上游供应商厂家谈账期
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谈扣点谈保证金
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谈这个进场费
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所有的看不见的钱都来了
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所以各位在今天做生意
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一定要把看得见的钱分掉
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我们一定要设计出来
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后端盈利的逻辑和盈利点
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要学会叫什么
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要学会分掉看得见的钱
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赚到看不见的钱
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来给我说
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分掉看得见的钱
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赚到看不见的钱
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赚到看不见的钱
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来告诉我有没有道理有
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所以各位你要有一个认知了
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在你目前所有的资源和产品
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就你要明白
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你目前所有的资源和所有的产品
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都是用来构建销售网络的
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都是用来构建庞大的什么渠道的
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这是核心关键
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来步骤六设计商业模式
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步骤六是上下游产业整合
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来我们把这句话给我重复一下
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上下游
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产业整合
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你先有下游资源
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就是你做
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你做商业模式的基础逻辑
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我要先把逻辑告诉你
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就设计商业模式的核心
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关键在于逻辑可行
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00:09:21,300 –> 00:09:23,200
就这件事能不能成
238
00:09:23,866 –> 00:09:25,366
这件事要不要干
239
00:09:25,566 –> 00:09:27,933
首先来讲逻辑上通不通
240
00:09:28,100 –> 00:09:29,533
如果逻辑上通了
241
00:09:29,800 –> 00:09:32,466
咱再考虑实际操作过程当中能不能干
242
00:09:32,533 –> 00:09:34,133
如果你的逻辑都不通
243
00:09:34,400 –> 00:09:36,100
你在实际在
244
00:09:36,100 –> 00:09:37,300
实际操作过程当中
245
00:09:37,300 –> 00:09:38,166
坦率来说
246
00:09:38,200 –> 00:09:39,200
一定会有什么
247
00:09:39,200 –> 00:09:40,966
一定会有卡点卡在那里
248
00:09:40,966 –> 00:09:42,200
你们告诉我对还不对
249
00:09:42,800 –> 00:09:45,333
对啊所以你要先有下游资源
250
00:09:45,333 –> 00:09:46,500
就销售网络
251
00:09:46,566 –> 00:09:47,133
完了之后
252
00:09:47,133 –> 00:09:49,300
你再能够给上游订单
253
00:09:49,766 –> 00:09:51,400
你给上游能带来订单
254
00:09:51,400 –> 00:09:53,300
你给上游能带来更多的订单
255
00:09:53,300 –> 00:09:55,100
那你就可以搞定上游
256
00:09:55,500 –> 00:09:56,766
所以那你的焦点
257
00:09:56,766 –> 00:09:57,666
我想请问你
258
00:09:57,666 –> 00:09:59,366
你是先搞定上游
259
00:09:59,400 –> 00:10:01,200
还是要先帮扶下游
260
00:10:03,100 –> 00:10:04,333
同意是先帮扶下游