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Direct channel noun explanation

Direct channel: refers to the distribution channel where producers directly sell their products to final consumers or users without any intermediate links. Direct channel is the simplest and most direct channel. Its advantage is that production and marketing meet directly, and there are few links, which is conducive to reducing circulation costs, keeping abreast of market conditions and facilitating production enterprises to carry out maintenance services. Its disadvantages are: because the production enterprises run their own sales and directly serve users, they must bear all the manpower, material resources and financial resources needed for sales; In the case of relatively dispersed market, it will bring a heavy burden to enterprises and adversely affect their production and business activities.

supplement

Official website's self-employment is the most important way for Internet finance enterprises to direct sales channel strategy. It is not difficult to understand that official website is a website that embodies the will and ideas of the organizers, and corporate information is open, exclusive, authoritative and open. People often regard it as the first choice for understanding enterprise information. Official self-management can make full use of the influence of the original brand, and the authority of official website endorses its own brand. Therefore, enterprises in official website open Internet financial channels, operate online shopping malls, provide official applications (PC and mobile) to download, and set up product forums. , in order to make full use of official website's credibility and attractiveness and form a self-operated channel.

Self-built online financial mall is the embodiment of business scale, standardization and specialization. Internet finance companies have concentrated their own products and services here, providing one-stop and all-round services, featuring rich categories. As an alternative to traditional channels, online shopping malls are equivalent to self-built outlets and stores in the past. People can browse the products they are interested in in the financial mall without leaving home or logging on to the Internet. At the same time, you can discuss the board in the mall to further understand the products and supplement financial knowledge. The flow of the financial mall reflects the operation of the enterprise, while the website design is similar to the storefront design. Whether it is reasonable and beautiful plays an important role in guiding tourists and simplifying customers' purchase path.

For example, Ping An's Jin Lu platform includes P2P wealth management, wealth management, funds, stable high-end wealth management, cash management and many other businesses; In addition to its own official website, CreditEase Group has also set up three major network platforms: Pleasant Loan, Easy Car Loan and Easy Agricultural Loan, which are mainly engaged in P2P, automobile mortgage and agricultural loan. Of course, CreditEase also has an Internet financial service platform, Toumi.com; In addition, pterosaur loan and JD.COM Mall also have their own online malls.

Another mode of official website's self-management is to provide links to its financial platforms and brands on official website, such as China Ping An, Ant Financial, CreditEase and Alipay. Take Alipay as an example. The wealth center section on Alipay's official page links many of its Internet financial brands, such as Zhaocaibao (providing flexible and regular financial information services), Cunjinbao (a gold access service jointly created by Alipay Company of Ant Financial and Boss Fund * * *), Taobao Finance (Taobao Finance) and so on.

Source:

Liu Fengjun, Principles and Practice of Internet Financial Marketing, Renmin University of China Press, 2065438+May 2006, P 162- 163.

Internet financial marketing 77 direct marketing channel strategy 1

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