One thing one code technology, to achieve multi-channel role linkage and sales expenses digitization

In the tide of digital transformation, one-object-one-code technology is gradually becoming an important tool for enterprises to connect online and offline and optimize channel management. Through one thing and one code, enterprises can realize the linkage of multiple roles, take the digitalization of sales expenses as the starting point, and promote the overall marketing strategy of "factory and store integrated control board, full link shared distribution".

One thing one code technology: to achieve multi-channel role linkage

In the offline channel, the goods finally reach the hands of consumers through the transfer of goods rights. If the brand owner wants to have the terminal link ability, it must be based on the goods one thing one yard. With one-thing, one-code technology, businesses can quickly connect users and access user data, which is one of the lowest cost ways.

At present, most brand enterprises are using one thing and one code to associate multiple channel roles, including distributors, terminal stores, salesmen and purchasing guides. Based on the advanced scanning strategy and N-code association, N-yuan exchange and other forms, enterprises can achieve the multi-role linkage of F(manufacturer)-B (dealer) -b (store, buyer guide, salesman) -C (consumer). This linkage approach not only improves channel efficiency, but also strengthens the connection between enterprises and consumers.

In the linkage process, enterprises have at least two roles for linkage, and bc linkage (that is, the linkage between brand owners and consumers, channels) will be more effective. Because most companies use policies or channel management software like SFA to exert strong control over channel roles, the essence of digitalization is facilitation rather than control. Therefore, some strong brands can do FBb linkage (that is, the linkage between brands, dealers and stores) to ensure the smooth circulation of goods in the channel. However, the most difficult and effective is bC linkage, which requires brands to realize direct interaction with consumers through one-object-one-code technology on the basis of understanding consumer needs.

Second, sales expenses digitization: improve the efficiency of channel management

Sales cost is a key element in channel management, and its rationalization of distribution and use directly affects the profits and even survival and development of enterprises. Therefore, how to reduce and increase the efficiency of sales expenses through scientific means is a problem that every traditional enterprise must face.

At present, some leading brand companies such as Procter & Gamble, Vinda, Dongpeng, Snow and Coca-Cola are optimizing their marketing systems through the digitalization of sales expenses. They use one-thing, one-code technology to form recordable data between marketing behavior and consumer behavior and realize the interoperability of data. This not only helps enterprises accurately calculate the sales budget, but also can be used as a guide for the annual marketing activities of enterprises, helping decision makers to clarify the overall direction of the implementation of each stage and each channel strategy.

In addition, the digitalization of sales expenses can also improve the decision-making efficiency of regional markets in response to market competition. With real-time data feedback and analysis, businesses can adjust their sales strategies and expense allocation plans more quickly in response to market changes.

Third, "factory and store integrated control panel, full link sharing" strategy

For most enterprises whose main business is offline and rely on the role of traditional channels, how to achieve top-down control of channels is a key issue. Through the one thing one code technology, enterprises can ensure that manufacturers according to the "batch, code segment, serial number" and so on to F2B2b shipments, to achieve "factory shop integrated control panel". This control mode helps enterprises to better manage the flow of goods through channels.

At the same time, in order to open up the entire link to achieve shared distribution, enterprises need to accurately sell drip irrigation based on the needs of various users and channel relationships. By understanding the various needs of dealers, terminal stores, salesmen, purchasing guides and consumers, and combining the channel relations of circulation, special, current drinks, KA, new retail, enterprises can develop targeted sales strategies and cost allocation plans. This not only helps to improve channel efficiency, but also can realize the overall marketing strategy of "factory and store integrated control panel, full link sharing."

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