No matter how good a thing is, it is useless without a channel.

This article explores the core role of channels in product sales and business growth. The article points out that one of the important reasons for the failure of many businesses is insufficient channel construction, and emphasizes that channel construction should be the core responsibility of the founder. After reading this article, you will learn how to find and use various channels to promote business growth. I hope it will be inspiring for you in your business operations.

Why can’t many businesses sell their good products?

Why do many bosses fail in their business ventures many times?

Why are many domestic brands gradually disappearing?

One of the most important reasons is: the channel is not good!

1. No matter how good something is, it has to be sold

Many people say that channels are important, but many people do not pay attention to them.

In many companies, from ordinary employees to founders, everyone avoids the important issues.

Everyone wants to do simple things, and consciously avoids growth.

Another thing that people don’t realize is that China has no shortage of good products, good talents, and good technologies.

There are so many good domestic products made with good materials, but many people still don’t know about them, and some of them even face bankruptcy.

Including many agricultural and sideline products, their original state is rotting in the fields. It’s not that the products are bad, but that there are no channels.

I have seen many entrepreneurs who returned to their hometowns full of confidence to start a business, making local specialties and fruits, but in the end, after the products were ready, they found that they could not sell them.

Because he didn't realize that no matter how good something is, it has to be sold.

2. Channel building is the core responsibility of the founder

From the perspective of entrepreneurship, entrepreneurs must be responsible for everything.

Regardless of whether you pay employees or not, don't expect them to be responsible for your results.

Previous article: Don’t put your hopes on your employees!

If an employee is fired for not performing well, the worst that can happen is that he or she changes companies.

But as a boss, you have no choice and no reason to complain.

You can hand over the products, the technology, and the operations, and let people in each business line take full responsibility.

But the only thing you have to keep an eye on is the channel!

Don't trust anyone, you have to do it yourself! Go to the market yourself! Always be the first to be a salesperson!

3. Everything that can drive growth is a channel

There are many definitions of channels, you can also understand it as sales, placement, marketing, ground promotion, distribution, etc.

But no matter which channel is used, the core purpose is to drive performance growth.

Of course, different business models have different requirements for channels.

For some offline stores, the core channels are local promotions and advertising in local communities, buildings, and bus stops.

For some companies that do online business, their core channels are Baidu search, mini programs, official accounts, etc.

But why are many companies’ businesses not growing at the moment?

The core reason is that many founders stick to the old ways and focus on only one channel, even if that channel is declining.

For example, the channels of many domestic brands are only local and in small and medium-sized supermarkets, and they have not yet gone online, joined groups, or been broadcast.

4. Seize all channels for growth

So how to find good channels and how to screen good channels, I will briefly share with you here.

Later we will analyze different growth cases with you to see how other products can achieve sustained growth with the help of channels.

1. Precision channels

From a sales perspective, our first priority must be accurate channels, that is, accurate customers.

Generic traffic is valuable, but it costs money.

For example, if you are making a mini program product, then your precise channel is WeChat, which is the official account.

For example, if you open a Taobao store, then your precise channels are within the Taobao system, followed by other Taobao apps, Xiaohongshu, etc.

For example, if you run a hotel business, then your precise channels are Ctrip, Qunar, Fliggy, and Meituan.

2. New channels

One of the important reasons why many businesses fail to perform well in business is that they do not pay attention to new channels.

For example, when Taobao was launched, many local merchants looked down on it.

When Pinduoduo was launched, merchants also looked down on it.

By the time TikTok was launched, it still hadn’t been done.

To date, at least tens of thousands of brands have not opened Taobao or Douyin and are on the verge of bankruptcy.

3. Effective channels

When pursuing growth, some brands take too big steps and end up failing.

For example, if you were doing well on Taobao or Tmall, you might insist on opening an offline store.

As a result, offline stores have invested millions or tens of millions of dollars, but still suffer losses every year.

There are even some products that don't have much business but still want to develop a small program, app, or membership group, which ultimately wastes a lot of time and money.

Remember, not all channels are effective.

4. Channel replication

Sometimes, when we produce results through one channel.

We must seize the opportunity to maximize the traffic value of a channel.

A common way is channel replication.

There are many types of channel replication: such as investment and franchising, chain direct operation, brand matrix, and account matrix, these are all considered channel replication.

For example, if you create a book list account on Douyin, if one account is successful, you can create 10 or 100 accounts, which is also called a channel matrix.

5. Focus on channels (social channels) and (small amateur channels)

When it comes to new products, it is recommended that you pay attention to some new channels and niche channels.

For example, when the Adopt a Cow app was first launched, it became popular on the social e-commerce channel.

Hundreds of social e-commerce apps, including Yunji, Beidian, and Darling Home, are all doing this.

For example, some products specifically look for small accounts or amateur accounts with less than 30,000 fans on official accounts, Xiaohongshu, and Douyin to cooperate with, and they do very well.

Don’t say that the product is hard to sell. First ask yourself how many channels you have.

Whether you are just starting a business or planning to launch new products, channels determine everything.

I hope all managers and bosses will make channel growth their top priority!

Author: Shili Village; Source: WeChat public account: "Shili Village (ID: shilipxl)"