Before finalizing a marketing plan, a case analysis should be conducted to avoid making unrealistic predictions.

So here are the classic cases of integrated marketing communication that I have compiled. Come and have a look with me. I hope it will be helpful.

Classic Cases of Integrated Marketing Communication Ten Thousand Shopping: B-side e-commerce independent and unified with logistics Just like the development of C-side e-commerce, the evolution of B-side e-commerce also requires a process.

In this process, Wan Shang Gou, a distribution e-commerce platform in Yantai City, Shandong Province, has firmly grasped the emerging e-commerce opportunities and provided a good template and platform for a new round of dealer transformation.

From logistics to platform, the two complement each other. Wanshanggou is a B2B distribution e-commerce platform with dealers and retail stores as the main body. It currently radiates to 5 districts in Yantai City, Shandong Province.

To put it simply, retail stores select goods from major dealers to place orders on Wanshangou’s platform, and the goods from major dealers are stored, loaded, and distributed uniformly by Wanshangou.

But where did Wanshang Gou come from? In 1992, Yishang Logistics, which had undergone the transformation of a state-owned enterprise into a private enterprise, was the first project of Liu Zhongmin, the helmsman of Wanshang Gou. After the restructuring, Yishang Logistics had two major advantages: First, financial advantages

, The second is the advantage of warehouse management.

Because of the sound financial ledger management system of state-owned enterprises, Liu Zhongmin received 10 million yuan in support from the bank.

From 1992 to 2002, Yishang Logistics' revenue increased by about 500 million yuan.

So after 2002, Liu Zhongmin bought 100 acres of land and established a 100,000-square-meter storage base (due to the three-dimensional shelves, it is equivalent to 350,000 square meters of ordinary warehouses), which is also the largest in the entire Yantai City.

With this foundation, Liu Zhongmin cooperated with Inspur Software to establish the current online platform Wanshanggou, which is positioned to provide professional centralized warehousing and simultaneous distribution.

It can be seen that Wanshanggou has the following two major value points: first, the e-commerce platform. Under the powerful ERP enterprise management software, retail stores can use APP on their mobile phones or scan the QR code to place orders, which is convenient and fast; second, warehousing

For logistics, retail stores purchase goods on Wanshanggou’s online platform and deliver them to them through Yishang Logistics’ powerful warehousing and distribution capabilities, twice a day, once in the morning and once in the afternoon.

The flat model seizes the customer market. Currently, there are about 300 dealers settled in Wanshanggo, accounting for 15%-20% of the entire commercial market in Yantai City.

Through the flat system model, Wan Shang Gou is gradually seizing a larger customer market.

There are more than 9,000 stores in Yantai City. If dealers want to deliver to these stores separately, it will take several months.

Therefore, dealers will form a second batch of dealers through each community, and the second batch of dealers will have to carry out repeated loading, repeated warehousing and repeated distribution, so the cost will be quite high.

Through the Wan Shang Gou platform, the goods are delivered directly to the store through the back-end logistics system, which saves dealers 10% of the transfer cost, and this 10% cost is very huge.

In addition, because Wan Shang Gou implements centralized warehousing and centralized distribution, it can also save 70% of logistics costs for dealers.

According to Liu Zhongmin, logistics costs account for about 70% of dealers' total costs. Centralized warehousing and distribution can save 70% of costs, and dealers' total costs can be saved by about half.

The profit model of Wan Shang Gou is also very simple. In addition to charging a 3% platform management fee, under the flat management and intensive distribution model, the warehousing and distribution fees of Wan Shang Gou's backend are also about half cheaper than those on the market.

.

In addition to the existing more than 300 dealer partners, Liu Zhongmin said: "In fact, dealers have been working very hard in recent years, and it is difficult to make money. They have lost money in investment and financing and even lost their social reputation, so they are cautious.

, It is also a phenomenon that people will not transform easily." In Liu Zhongmin's view, this also reflects the 28-20 rule of social divergence - 20% of people move forward, and 80% are eliminated.

For Wan Shang Gou, it is about being the 1% to lead the 20% of people forward.

No one can cover everything, and society will definitely eliminate a large number of people in the process of development, otherwise there will be no progress.

For dealers, Wanshanggou is a platform, a platform software for managers, and the focus of this model is Yishang Logistics.

If dealers choose the Wan Shang Gou model, then for now, it may not be unfamiliar to them across the country.

Maybe there are thousands of companies doing this in a certain city, but now many of them are almost going bankrupt.

Why? Because the surface of this model is just the tip of the iceberg, and the real foundation under the iceberg is the logistics and distribution system.

Regarding the sudden rise of B-side e-commerce, especially the interception of JD.com and Taobao, this shows that the model of B-side e-commerce is very correct and the direction is unquestionable, while those dealers who are still waiting and watching with sad faces

, it is also time to reflect and change.