Study On Omni-channel Integrated Strategy Of M Herbal Tea

Accredited as a mighty province for edible and medicinal flower breeding in China,Sichuan stands out to be one of the principal production bases of herbal tea nationwide.Back in the past,single or double channel marketing mode was favored by most of cost saving enterprises,causing limited coverage of the clientele.In recent years,a fleet of herbal tea makers nationwide,have taken to the omni-channel retail mode,in a bid to target consumer groups of this type for dynamic interaction in this sector.With its whopping sales ascending,the omni-channel retail of herbal tea has gone through a string of channel management concerns,like online disconnection from offline,differentiation of consumer experience,frequent mutual conflicts and more,which,once unsolved in due time,can devastatingly hinder herbal tea operators from moving forward.In view of this,herbal tea manufacturers nationwide venture to embark on the omni-channel integration mode.Theses herbal tea pioneers,however,ended up meeting with a host of unforeseeable setbacks in the trailblazing path,due to scarcity of omni-channel integration theories,along with application guidance in this sector.As of now,domestic professional theoretical research on omni-channel integration,is mainly restricted to the ranges concerning integration connotation,conflict,pricing strategy related to channel.As for case study,related research on manufacturers is outshone by the focus on general merchandise stores(GMS)and E-commerce platforms,such as Suning.com,GOME,and YONGHUI SUPERSTORES.Technically restricted by resources and innovation ability,the herbal tea manufacturing omni-channel retailers,are confronted with way more practical difficulties,versus GMS and E-commerce.For instance,the yet-to-be-elevated feasibility of omni-channel integration strategy,facing herbal tea makers,remains an urgent concern to handle.In this context,the author has completed a specialized study on channel management issues caused by channel nonintegration of herbal tea makers,with an attempt to offer reference theoretically and practically,for the benefit of sector operators facing the same dilemma.Hereby,going through specialized literature sourcing home and beyond,on omnichannel retail and integration,supply chain management and others,the author,combining the current channel of M company,has specified the causes of channel nonintegration,plus omni-channel integration strategy and feasible safeguard measures,which go as follows:Firstly,following the profile of M company,the paper rolls out an analytical study on the existing M channel,thereby detailing the concrete origins of channel nonintegration.Secondly,in view of M omni-channel non-integration factors,it puts forward related integration strategies,offering six corresponding feasible approaches,namely integration ranging from omni-channel business,product,service,payment mode,business process,and terminal member resource.Ultimately,to bring into effect the omnichannel integration strategy,it draws up the corresponding programme,involving six major practicable safeguard measures.