【华星路笔记】65亿直播和董明珠背后的一物一码
发布时间:

2020-07-15 10:24:56

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<p style="margin: 0px 0px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">?观点升华 &nbsp;星火碰撞</span></p> <p style="margin: 0px 0px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">《华星路笔记》</span><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">今日</span><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">正式</span><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">创</span><span style="margin: 0px; padding: 0px; font-size: 14px; letter-spacing: 1px;">刊!</span></p> <p style="margin: 0px 0px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 24px; color: #ff4c41;">敬请关注!</span></strong></p> <p style="margin: 0px 0px 15px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 24px; color: #ff4c41;">&nbsp;</span></strong></p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: inline-block; vertical-align: middle; width: 231.188px; box-sizing: border-box;"> <section style="margin: 0.5em 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; border-top: 1px dotted #ffa41e; box-sizing: border-box; line-height: 0;"> <section style="margin: 0px; padding: 0px; line-height: 0; width: 0px;"></section> </section> </section> </section> <section style="margin: 0px; padding: 0px; display: inline-block; vertical-align: middle; width: 115.594px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; text-align: center; color: #2d4257; font-size: 12px; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;">正 文</p> </section> </section> <section style="margin: 0px; padding: 0px; display: inline-block; vertical-align: middle; width: 231.188px; box-sizing: border-box;"> <section style="margin: 0.5em 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; border-top: 1px dotted #ffa41e; box-sizing: border-box; line-height: 0;"> <section style="margin: 0px; padding: 0px; line-height: 0; width: 0px;"></section> </section> </section> </section> </section> </section> <section style="margin: 0.5em 0px; padding: 0px; box-sizing: border-box; text-align: center;"> <section style="margin: 0px; padding: 0px; max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"></section> </section> </section> <p style="margin: 0px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><strong style="margin: 0px; padding: 0px;">【华星路笔记&middot;创刊号】65亿直播和董明珠背后的一物一码</strong></p> <p style="margin: 0px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 14px; color: #888888;">作者丨郭华</span></p> <p style="margin: 0px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 14px; color: #888888;">&nbsp;</span></p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify;"> <section style="margin: 0px; padding: 0px;"> <section style="margin: 0px; padding: 0px;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box; font-size: 16px;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 10px 0px; padding: 0px; display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px 5px 0px 0px; display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; border-width: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <section style="margin: 0px; padding: 5px 8px; display: inline-block; width: auto; vertical-align: top; flex: 0 0 auto; align-self: flex-start; min-width: 10%; max-width: 100%; height: auto; background-color: rgba(255, 255, 255, 0); border-radius: 10px 0px; box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px; box-sizing: border-box; border: 2px solid #9fa8da;"> <section style="margin: 0px; padding: 0px; text-align: justify; color: #5c6bc0; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">01</strong></p> </section> </section> </section> </section> </section> <section style="margin: 0px; padding: 0px 10px; display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; background-color: rgba(255, 255, 255, 0); border-radius: 0px 15px; overflow: hidden; box-sizing: border-box; border: 2px solid #9fa8da;"> <section style="margin: 3px 0px 0px; padding: 0px; text-align: left; justify-content: flex-start; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; color: #5c6bc0; letter-spacing: 4px; line-height: 1.8; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">直播与渠道变革</strong></p> </section> </section> </section> </section> </section> </section> <section style="margin: 0px; padding: 0px;"></section> </section> </section> </section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">2020年6月1日,董明珠创下了家电行业的直播记录。一天的时间,这位只有四次直播经验的新主播卖出了65.4亿元的销售额,约等于格力电器第一季度营收的三分之一。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">要知道,在短短一个月之前,她的直播首秀只卖了22.5万,不少媒体直言销售女王翻车了,并迫不及待摆出洋大人围观神拳义和团的姿态来,追问格力在直播时代将何去何从。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">董明珠没有回答,又接着搞了三场,销售额分别是3.1亿(5月10日)、7亿(5月15日)和65.4亿(6月1日)。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">这个成绩,说屡创新高或爆炸性增长都不够形象。谁能想到她一个月就能完成这种蜕变,谁又能预计下一次她还能创造什么样的奇迹?</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; letter-spacing: 0.544px; width: 661px; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; visibility: visible !important;" src="https://www.app315.net/UserFiles/SynchronousImage/95D2E3CA5EDD18E8CA78441249C00CF3.jpg" data-backh="338" data-backw="476" data-croporisrc="https://mmbiz.qpic.cn/sz_mmbiz_jpg/cYYCw2NbEJEktPz8nEmP9zUiatLFVibMEYsvfI0sjiadxJgyEEnj1Q5glBVqsCTI1vl2UD36eUugtka62HTuImqHw/?wx_fmt=jpeg" data-cropx1="0" data-cropx2="591.6370106761566" data-cropy1="13.701067615658364" data-cropy2="432.20640569395016" data-ratio="0.7106598984771574" data-s="300,640" data-type="jpeg" data-w="591"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 12px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; color: #7b7f83;">董明珠6月1日直播战绩65.4亿 图 / 网络</span></strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;"><strong style="margin: 0px; padding: 0px;">她是怎么做到的?或者至少,她是怎么做的?</strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">著名商业资讯顾问刘润是这样解释的,他说董明珠的带货和李佳琪的带货是不一样的,李佳琪是一个人,董明珠是一个军队,是格力协同全国经销商完成的大规模作战。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">在董明珠的直播中,存在这么几种角色:1,消费者;2,董明珠;3,格力总部;4,格力各地经销商。看上去是消费者买空调,董明珠卖空调,实际上少不了格力总部对全国各地经销商的协调。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">流程是这样的,首先,各地经销商会引流,找到当地的意向客户;然后,经销商把这个流量导入到董明珠的直播间,由董明珠完成转化,说服客户在线下单;最后,格力总部会根据客户的情况,把订单分配给各地经销商,由他们发货并提供服务。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">看起来似乎也没有什么,但对比一下&ldquo;传统&rdquo;的分销管理,我们就能看到他神奇的地方了。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">分销管理通常包括下面几项,比如制定营销计划、管理库存、规划销售网络、设计店面陈列形式、制定促销方案等,企业将这些内容和各相关方串联协调起来,最终完成整个分销过程。分销管理是供应链管理中非常重要的部分,做的好的话,企业能获得强有力的宏观调控能力。但做不好的话,企业就没法及时了解分销商的经营情况,比如销售、库存信息更新不及时,企业无法确认生产数量,导致缺货或产品积压,比如数据缺失或不准确,企业难以进行决策支撑,在快速变化的市场面前,尾大不调,坐失良机。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">而通过直播的形式,董明珠首先<strong style="margin: 0px; padding: 0px;">拉近了和消费之间的关系</strong>,董事长直接面对消费者,<strong style="margin: 0px; padding: 0px;">把企业庞大的中间机构都&ldquo;折叠&rdquo;了起来</strong>。更重要的,通过<strong style="margin: 0px; padding: 0px;">&ldquo;</strong><strong style="margin: 0px; padding: 0px;">经销商导流、董事长销售、总部调配资源&rdquo;</strong>的这种形式,格力把整个商业过程中的<strong style="margin: 0px; padding: 0px;">资金流</strong>、<strong style="margin: 0px; padding: 0px;">信息流</strong>和<strong style="margin: 0px; padding: 0px;">物流</strong>都抓在了手中,最终达到&ldquo;牵一发而全身动&rdquo;的灵活机制。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">这大概就是后来大家所说的,<strong style="margin: 0px; padding: 0px;">直播推动渠道变革。</strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;"><strong style="margin: 0px; padding: 0px;">&nbsp;</strong></span></section> <p style="margin: 0px 8px; padding: 0px; clear: both; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/253376DBAB56F35973F045B46CD9DCC1.jpg" data-ratio="0.6671875" data-s="300,640" data-type="jpeg" data-w="640"></p> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 12px;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; color: #7b7f83;">三万家代理商曾是格力的核心竞争力 图 / 网络</span></strong><br style="margin: 0px; padding: 0px;"></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">&nbsp;</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">&nbsp;</span></strong></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 10px 0px; padding: 0px; display: flex; flex-flow: row nowrap; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px 5px 0px 0px; display: inline-block; vertical-align: top; width: auto; min-width: 10%; max-width: 100%; flex: 0 0 auto; height: auto; align-self: flex-start; border-width: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; display: flex; flex-flow: row nowrap; text-align: center; justify-content: center; box-sizing: border-box;"> <section style="margin: 0px; padding: 5px 8px; display: inline-block; width: auto; vertical-align: top; flex: 0 0 auto; align-self: flex-start; min-width: 10%; max-width: 100%; height: auto; background-color: rgba(255, 255, 255, 0); border-radius: 10px 0px; box-shadow: rgba(255, 255, 255, 0) 0px 0px 0px; box-sizing: border-box; border: 2px solid #9fa8da;"> <section style="margin: 0px; padding: 0px; text-align: justify; color: #5c6bc0; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">02</strong></p> </section> </section> </section> </section> </section> <section style="margin: 0px; padding: 0px 10px; display: inline-block; vertical-align: top; width: auto; flex: 100 100 0%; align-self: stretch; height: auto; background-color: rgba(255, 255, 255, 0); border-radius: 0px 15px; overflow: hidden; box-sizing: border-box; border: 2px solid #9fa8da;"> <section style="margin: 3px 0px 0px; padding: 0px; text-align: left; justify-content: flex-start; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; color: #5c6bc0; letter-spacing: 4px; line-height: 1.8; box-sizing: border-box;"> <p style="margin: 0px; padding: 0px; clear: both; box-sizing: border-box;"><strong style="margin: 0px; padding: 0px; box-sizing: border-box;">&ldquo;码&rdquo;上的直播</strong></p> </section> </section> </section> </section> </section> </section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">董明珠直播的成功离不开码。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">首先是渠道码。</span></strong><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">每个经销商都有一个渠道码,在他引流的过程中,消费者会扫这个码进入直播间,这样格力便能追踪每个消费者是从哪个经销商那里过来的。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">然后是防窜码。</span></strong><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">出于全局性考虑,企业提供给不同区域的供货价往往会略有不同,于是某些经销商会置长期利益于不顾,跨区销售赚取差价,这叫窜货。格力会根据渠道码把下单的客户分给对应的经销商,也会给发出去的每台空调贴一个二维码,经销商在进出库的时候要扫这个码,消费者收到货之后也要扫这个码,通过这些扫码信息,格力便能追踪到空调是否被调了包,进而保障全国的价格体系和市场秩序。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">最后是售后的码</span></strong><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">,包括<strong style="margin: 0px; padding: 0px;">防伪、电子质保、营销或服务</strong>等。在产品后续的生命周期里,这些码将成为格力与消费者间的桥梁,跟踪消费者的使用问题,并通过营销手段促成其二次甚至多次购买。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">一般来说,防伪、电子质保、营销、防窜货这些码会合成一个,贴到产品上,也就是大家常说的<strong style="margin: 0px; padding: 0px;">一物一码</strong>。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">&nbsp;</span></section> <section style="margin: 0px 8px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: center;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; height: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/E0755C665F3F228AC593C156A924D118.jpg" data-ratio="0.6080729166666666" data-s="300,640" data-type="png" data-w="768"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">另外,不是所有消费者都是渠道引流过来的,还有很多慕名直接从公网进来。格力会根据这些消费者的收货地址,把订单分给对应的经销商,由他们进行服务。从这个视角来看,<strong style="margin: 0px; padding: 0px;">经销商从原来的直面消费者,变成了站在背后的支撑者,退居二线。&nbsp;</strong></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">这显然是一种变革,而且是在码上的变革。</span></strong></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; text-align: justify; line-height: 1.75em;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">直播是新物种,但一物一码不是。对于在这个领域打拼了十几年的<strong style="margin: 0px; padding: 0px;">甲骨文超级码</strong>来说,曾做过不计其数的溯源、防伪、防窜和营销的解决方案,但格力现象让我们看到,这些方案只是基础能力,这些能力在进一步整合之后,还蕴含着巨大的想象空间。</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;">&nbsp;</span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;"><img style="margin: 0px; padding: 0px; max-width: 100%; color: #3e3e3e; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 16px; letter-spacing: 0.544px; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; visibility: visible !important; width: auto !important;" src="https://www.app315.net/UserFiles/SynchronousImage/CBFE4E53EB22DB46DDC88E933FF6C692.jpg" data-ratio="0.79375" data-s="300,640" data-type="jpeg" data-w="1280"></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 12px;">&uarr;&uarr;&uarr; 一物一码案例:公主岭玉米一物一码智能包装<br style="margin: 0px; padding: 0px;"></span></strong></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><span style="margin: 0px; padding: 0px; font-size: 15px; letter-spacing: 1px;"><img style="margin: 0px; padding: 0px; max-width: 100%; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; letter-spacing: 0.544px; text-align: left; width: 578px; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; visibility: visible !important;" src="https://www.app315.net/UserFiles/SynchronousImage/9FEB2A36801EFFDB74079CE808FB658D.jpg" data-copyright="0" data-ratio="0.631578947368421" data-s="300,640" data-type="jpeg" data-w="513" data-backw="513" data-backh="324"></span></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; font-size: 17px; line-height: 1.75em; text-align: center;"><strong style="margin: 0px; padding: 0px;"><span style="margin: 0px; padding: 0px; letter-spacing: 1px; font-size: 12px;">&uarr;&uarr;&uarr; 一物一码案例:丹寨林下鸡一物一码脚环</span></strong></section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; text-align: justify; box-sizing: border-box; font-size: 16px;"> <section style="margin: 10px 0px; padding: 0px; box-sizing: border-box; text-align: center;"> <section style="margin: 0px; padding: 0px 5px 0px 0px; display: inline-block; vertical-align: middle; width: 289px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; letter-spacing: 0.544px; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; width: 640px !important; visibility: visible !important;" src="https://www.app315.net/UserFiles/SynchronousImage/A9ECCBF6ADC5EEAD432675D622656545.jpg" data-ratio="1.7203125" data-s="300,640" data-type="jpeg" data-w="640"></section> </section> </section> <section style="margin: 0px; padding: 0px 0px 0px 5px; display: inline-block; vertical-align: middle; width: 289px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; box-sizing: border-box;"> <section style="margin: 0px; padding: 0px; max-width: 100%; vertical-align: middle; display: inline-block; line-height: 0; box-sizing: border-box;"><img class="rich_pages" style="margin: 0px; padding: 0px; max-width: 100%; font-family: -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; letter-spacing: 0.544px; height: auto !important; box-sizing: border-box !important; overflow-wrap: break-word !important; width: 677px !important; visibility: visible !important;" src="https://www.app315.net/UserFiles/SynchronousImage/A99F0CBF4081301CF100C21B7E442195.jpg" data-ratio="1.7777777777777777" data-s="300,640" data-type="jpeg" data-w="1080"></section> </section> </section> </section> </section> <section style="margin: 0px; padding: 0px; color: #333333; font-family: mp-quote, -apple-system-font, BlinkMacSystemFont, 'Helvetica Neue', 'PingFang SC', 'Hiragino Sans GB', 'Microsoft YaHei UI', 'Microsoft YaHei', Arial, sans-serif; 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