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对标可口可乐,农夫山泉怎么做到无处不在?

有渠道要上,没有渠道制造渠道也要上。

今年分析农夫山泉的文章比较多,从年初农夫山泉投多开门的冰柜、到后面农夫山泉的“压货”,今天,我们再来聊一聊农夫山泉的“特渠”,看看它是怎么做到无处不在的。

抢占别人的私域

有渠道要上,没有渠道制造渠道也要上。

这句话用来形容农夫山泉是再恰当不过了。除了大家知道的现代渠道、传统渠道、批发渠道、小店等都有农夫山泉外,这两年,农夫山泉在餐饮渠道也做得有声有色,很多餐饮店也把使用农夫山泉的水用来做汤、煮饭作为卖点之一。

这些是常规有渠道的产品,在此之外是农夫山泉开辟的“私域”。农夫山泉有两个私域,一个是送水到府小程序,另一个是各个小区都有的芝麻店。送水到府是让消费者习惯于家庭消费农夫山泉。为此,农夫山泉配备了全新的经销商体系,其配送奖励也与传统渠道不同。农夫山泉的芝麻店设备是智能柜的变形,曾经有文章介绍过农夫山泉智能柜主要摆放在写字楼、地下车库等等,而芝麻店有小的冰柜,但更多是大型货柜,其目的也是鼓励消费者增加单次购买量。传统的冰冻式智能柜消费者是以单瓶购买为主,而芝麻店是鼓励消费者购买5L、12L等家庭装产品。

这些都是农夫山泉为自己的销售开辟的“私域”,说简单一点就是这些设备中,大家基本上看到的都是农夫山泉的产品,看不到其它品牌的产品。在保证自己的私域之外,农夫山泉还在别人的“私域”也铺上了自己的产品。

比如,各个银行都在推出的云闪付程序,其奖励的积点就可以在农夫山泉的芝麻店里购买农夫产品;

还有如得利、阳光文具等企业的APP、小程序中也有农夫山泉的产品销售 

得利也好,阳光文具也罢,这些企业的产品都是针对非个人用户的,也就是企业性购买。 而这里的企业大部分就是得利或者阳光文具的加盟终端门店。 

这样的销售场景不一而足,而造成这样的局面与前些年全民推广私域流量有很大关系。在普通消费者看来,私域就是我们的微信朋友圈。但各个企业却不是这样看的,他们认为私域流量就是集中在自己的小程序、APP上的注册消费用户、是真实有效的消费者信息,是自己可以掌握甚至推广自己产品的真“私域”池。虽然,微信方面认为一个小程序可以解决所有问题,让消费者“想来就来,想走就走”,但企业更倾向于把消费者“留下来”,毕竟消费者也会有个心理——“来都来了,似乎得买点”。

除了这些消费者之外,更在于这些企业都已经发展了数十个年头,都有大量的经销商、门店体系,他们更希望把这些人也进行数字化管理。

这样的结果就导致各种私域APP泛滥,其实,这些别人家的“私域”何尝不是开的各类网店呢。我们看各大银行都在推广的云闪付,其为了能与微信、支付宝分庭抗礼,也对消费者使用APP进行了补助。如果大家有些印象的话,前几年百度钱包、百度糯米、拼多多等等,在推广各自的APP时都有过一段疯狂的补贴:一分钱买整箱饮料或者一分钱送盆、送纸等活动。

彼时,这样的活动是各个企业消化库存的利器。只是现在已经没有了,各个互联网企业也没钱去买流量了。但这种推广的方式确实为互联网企业积累数据立下了大功。自然,这种方式也就会被一些企业保存下来,在推广私域的时候,再把这些活动拿出来。比如,云闪付的积点当消费卷,虽然力度不如当年的互联网公司烧钱大战,但对于传统快消品企业来讲,你抢到了这些补助,对你的销量就有一个极大的补充。

相较于银行为推广云闪付进行的消费补助,得力、阳光文具们在自己的私域上面卖消费品则更好理解:提高平台的流水,培养各个经销商或加盟客户在自己平台上消费的习惯。说白了,快消品是一个购买频率高,购买面大的产品,这些经销商、终端门店多少都会有一些货架是为了销售快消品的。既然门店通常要去快消品经销商那里订货,何不在自己的平台上订货,这样便于企业的管理还能加大企业的流水。

同时,既然我的平台上有你的产品卖,未来是否能考虑在你的平台上也出现的我产品。再有一个考量就是大家都知道的“起订量”,所谓的起订量就是你订了多少货,企业才能给你发货,以平衡自己的利润。显然,快消品因为消费频率高,尤其是饮料产品更具有这种属性,帮经销商或加盟商凑起订量,方便企业发货。

这样的“私域”APP很多,这也是为何淘宝们的流量下滑的原因。每个企业都想有自己的私域,就把淘宝、京东们的流量分割了。作为快消企业来讲,以前大家的电商就是在淘宝、京东、拼多多、抖音商城开个门店,现在的方向则要像线下开发一个个小店那样、去开发线上的这些“私域平台”。

农夫山泉的“参照”

对于这些“私域平台”、目前有一些企业,如农夫山泉、元气森林、怡宝等等或多或少都有涉猎,但都刚起步。也就是这些“小店”的“货架”还是很空的,对于快消企业来讲,想抢这些“货架”就是看谁“勤快”了。

只是,我们大部分的企业,连自己的线下渠道都没铺好,线下的渠道都在丢失,哪有什么精力去开发线上的渠道,而且很多销售负责人都会说这能有多少量。嗯,比如农夫山泉的芝麻店大约能卖10个亿,农夫山泉在这些线上APP出货也有3-4个亿左右。当然,对于整个农夫山泉一年近300亿的营收,这可能是一个零头,但其实,所有的销售额都是由这些小的量累积而成。并且,这些渠道也是在起步的过程中,随着消费习惯兴起,未来的量会更高。

当然,我们也可以说,这些线上渠道的销售是在挖线下渠道的潜力。因为在某些人眼里,在线上购买就是分化了线下渠道的销量,其实都是在整个大盘的销售当中。只是在线上买或线下买而已。你如果不在线上买,未来就会在线下的渠道购买,只是提前消化了“潜力”而己,并没有给我带来增量。并且,这些线上渠道动不动就窜货,影响我这个月的业绩完成,为什么要开发这些渠道呢?没有它们,我的业绩更好完成,未来的空间更大。

事实真的是这样吗?

快消品是比竞争、比铺货率的。在快消品行业去做所谓的“饥饿营销”显然是没有道理的,因为那些潜力,你不开发,你的竞品就会去抢。消费者的钱包是有限的,消费者的消费能力也是有限的。他买了农夫山泉5L水,基本上这两天就不会买康师傅、怡宝、娃哈哈的水。同样,他买了百岁山的水也就不会买农夫山泉的水。所以你认为市场的潜力并不只是你的潜力,而是你竞品盯着的地盘。当你不抢的时候,竞品就会去抢。

这些被忽略的线上渠道就如同业务员在线上“跳过的点”一样,你跳的点越多,你空白的市场就越多。相反,这些渠道开发出来,对于传统客户的销量就有一个很大的提升。据说目前农夫山泉的芝麻店便在逐步归于线下渠道来管理,对于线下的渠道而言这是一个很好的补充,毕竟很多封闭渠道,我们业务员是无法跑到的,但是这些“设备”却能铺进去。

农夫山泉也有自己的成长参照物:可口可乐。其对比数据是过去一年可口可乐在某个城市的成长比例与农夫山泉的成长比例的对比。比如,你的区域过去一年销售额是20个亿,成长了15%,数据看起来很好,但是可口可乐销售是10个亿,成长了20%,这个区域在农夫山泉看来,并不是足够出色。

其实,这种对比另一个王者品牌的增长比例,显然对于企业来讲更为合理。这样比单纯的对比自己的增长或是销售会更好。因为,往往成熟市场的增长比例不如新增市场的增长比例。这样就可以帮企业更为理想地判断我的增长空间以及我推产品的成功率。而可口可乐这些年在私域上也是收获颇丰。

目前,我们快消品牌发展都觉得进入瓶颈,其实是我们线下没铺好,线上新兴的渠道也没把握住。不止如此,线下的负责人还老觉得线上的渠道抢了自己的销量,那感觉就是“我打不过竞品,我还收拾不了你”,在这点上大家的“境界”还真不如农夫山泉