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　　在(zai)(zai)移(yi)動(dong)(dong)互聯網技術(shu)的(de)帶動(dong)(dong)下，新型零(ling)售(shou)形態蓬勃發展，從平臺電商(shang)、手機(ji)App電商(shang)到微(wei)商(shang)、社交電商(shang)、直播電商(shang)、線(xian)上線(xian)下融合(O2O)、無人(ren)零(ling)售(shou)、新零(ling)售(shou)，這(zhe)些形態給客(ke)戶購(gou)物帶來了極大的(de)便(bian)利(li)，客(ke)戶足不出(chu)戶即(ji)可(ke)(ke)買遍(bian)全球，吃(chi)遍(bian)大街小巷。我們可(ke)(ke)以在(zai)(zai)手機(ji)App上搜索和了解(jie)一個(ge)自己(ji)感興(xing)趣的(de)產品(pin)，接著去線(xian)下門(men)店(dian)體驗這(zhe)款(kuan)產品(pin)。如果(guo)(guo)當場(chang)沒有(you)決(jue)定購(gou)買，回家還(huan)可(ke)(ke)以再(zai)對(dui)(dui)比對(dui)(dui)比，然后在(zai)(zai)網上購(gou)買，通過快(kuai)遞送貨到家。如果(guo)(guo)嫌快(kuai)遞速(su)度慢(man)，可(ke)(ke)以選擇從門(men)店(dian)發貨，收(shou)到貨后如果(guo)(guo)不滿意7天內可(ke)(ke)以退(tui)貨退(tui)款(kuan)。甚至連(lian)餐飲這(zhe)種(zhong)需要現場(chang)消費的(de)零(ling)售(shou)形態也被餓(e)了么、美團這(zhe)樣(yang)的(de)平臺改造，變(bian)得更加(jia)在(zai)(zai)線(xian)化，客(ke)戶服(fu)務半徑從門(men)店(dian)周邊1~2公里(li)變(bian)成輻射方圓5公里(li)。這(zhe)樣(yang)便(bian)捷的(de)購(gou)物流程讓人(ren)們原(yuan)本謹慎、精打細(xi)算的(de)購(gou)物習慣(guan)逐漸變(bian)成了想(xiang)買就(jiu)買的(de)豪(hao)爽。從客(ke)戶角度來看，這(zhe)些變(bian)化帶來了巨大的(de)便(bian)利(li)，而這(zhe)些便(bian)利(li)背后離不開復雜(za)和精密(mi)的(de)供(gong)應鏈系(xi)統。

　　那什么(me)是全渠(qu)道(dao)呢(ni)？

　　不(bu)管(guan)是(shi)什么形態(tai)的(de)(de)(de)(de)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)，按照客戶(hu)(hu)與零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)商的(de)(de)(de)(de)觸(chu)點的(de)(de)(de)(de)不(bu)同，都可以分為(wei)線(xian)(xian)(xian)(xian)上(shang)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)(客戶(hu)(hu)在(zai)線(xian)(xian)(xian)(xian)上(shang)與零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)商和(he)商品(pin)(pin)接(jie)觸(chu))、線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)(客戶(hu)(hu)在(zai)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)與零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)商和(he)商品(pin)(pin)接(jie)觸(chu))、線(xian)(xian)(xian)(xian)上(shang)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)融(rong)合(線(xian)(xian)(xian)(xian)上(shang)和(he)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)都可以接(jie)觸(chu))。全(quan)渠(qu)(qu)道(dao)指的(de)(de)(de)(de)就(jiu)是(shi)線(xian)(xian)(xian)(xian)上(shang)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)融(rong)合，它是(shi)由omni-channel翻(fan)譯得來(lai)的(de)(de)(de)(de)。全(quan)渠(qu)(qu)道(dao)是(shi)指多個銷售(shou)(shou)(shou)(shou)(shou)渠(qu)(qu)道(dao)協(xie)同一致并融(rong)合交匯，滿(man)足客戶(hu)(hu)從了(le)解商品(pin)(pin)、體驗或(huo)感受商品(pin)(pin)、購買商品(pin)(pin)到商品(pin)(pin)送達全(quan)過程的(de)(de)(de)(de)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)形態(tai)。直觀(guan)來(lai)看，如(ru)下(xia)(xia)(xia)圖8-1所示，傳統的(de)(de)(de)(de)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)是(shi)單一的(de)(de)(de)(de)渠(qu)(qu)道(dao)，如(ru)果(guo)一個零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)商既有(you)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)又有(you)線(xian)(xian)(xian)(xian)上(shang)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)，但(dan)線(xian)(xian)(xian)(xian)上(shang)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)與線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)是(shi)完全(quan)獨立(li)的(de)(de)(de)(de)，這就(jiu)是(shi)多渠(qu)(qu)道(dao)。如(ru)果(guo)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)商的(de)(de)(de)(de)線(xian)(xian)(xian)(xian)上(shang)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)和(he)線(xian)(xian)(xian)(xian)下(xia)(xia)(xia)零(ling)(ling)(ling)(ling)(ling)售(shou)(shou)(shou)(shou)(shou)是(shi)融(rong)合連通(tong)的(de)(de)(de)(de)，那(nei)么就(jiu)是(shi)全(quan)渠(qu)(qu)道(dao)。

　　在(zai)全(quan)渠(qu)(qu)道(dao)(dao)模式下(xia)，客(ke)(ke)戶與商(shang)(shang)品的(de)(de)(de)觸點是(shi)(shi)多(duo)樣化的(de)(de)(de)，可以無縫切換。客(ke)(ke)戶可以在(zai)線(xian)上(shang)(shang)了解商(shang)(shang)品，然(ran)后在(zai)線(xian)下(xia)門(men)店(dian)體驗或感受商(shang)(shang)品，在(zai)線(xian)上(shang)(shang)購買，然(ran)后選(xuan)擇(ze)自己去門(men)店(dian)取貨(huo)(huo)。線(xian)上(shang)(shang)零(ling)(ling)售的(de)(de)(de)發展晚于(yu)線(xian)下(xia)零(ling)(ling)售，其客(ke)(ke)戶群體與線(xian)下(xia)零(ling)(ling)售有(you)所區(qu)別，客(ke)(ke)戶在(zai)不同渠(qu)(qu)道(dao)(dao)購物時對商(shang)(shang)品和(he)價格的(de)(de)(de)偏(pian)好差別很大。實踐(jian)中(zhong)，國內的(de)(de)(de)多(duo)數(shu)零(ling)(ling)售商(shang)(shang)往(wang)往(wang)采用的(de)(de)(de)是(shi)(shi)多(duo)渠(qu)(qu)道(dao)(dao)，即線(xian)下(xia)和(he)線(xian)上(shang)(shang)分開(kai)經營，融合和(he)協同非常弱。我們判斷一(yi)(yi)個零(ling)(ling)售企(qi)業是(shi)(shi)全(quan)渠(qu)(qu)道(dao)(dao)還是(shi)(shi)多(duo)渠(qu)(qu)道(dao)(dao)，只(zhi)要到他的(de)(de)(de)網上(shang)(shang)門(men)店(dian)逛一(yi)(yi)下(xia)，看看能不能往(wang)上(shang)(shang)下(xia)單，門(men)店(dian)取貨(huo)(huo)就大概知道(dao)(dao)了。如果是(shi)(shi)多(duo)渠(qu)(qu)道(dao)(dao)，往(wang)往(wang)是(shi)(shi)通過一(yi)(yi)一(yi)(yi)個電商(shang)(shang)倉(cang)庫發貨(huo)(huo)，沒(mei)辦法從門(men)店(dian)發貨(huo)(huo)。

　　線(xian)(xian)(xian)上(shang)(shang)和線(xian)(xian)(xian)下(xia)融合(he)的(de)程度主要(yao)取決于這(zhe)兩(liang)個(ge)渠道客(ke)群的(de)偏好(hao)的(de)重(zhong)合(he)程度，比如線(xian)(xian)(xian)上(shang)(shang)客(ke)戶(hu)(hu)是價(jia)格敏(min)感型(xing)的(de)，只購(gou)(gou)買99元(yuan)以下(xia)的(de)商品(pin)，而線(xian)(xian)(xian)下(xia)客(ke)戶(hu)(hu)是品(pin)質敏(min)感型(xing)的(de)，購(gou)(gou)買199元(yuan)及以上(shang)(shang)的(de)商品(pin)，這(zhe)時就很難用(yong)同樣的(de)商品(pin)組(zu)合(he)來滿足兩(liang)撥客(ke)戶(hu)(hu)。如果非要(yao)融合(he)，會造成線(xian)(xian)(xian)下(xia)客(ke)戶(hu)(hu)對品(pin)牌(pai)(pai)形象的(de)判斷出(chu)現偏差，線(xian)(xian)(xian)上(shang)(shang)客(ke)戶(hu)(hu)對品(pin)牌(pai)(pai)的(de)價(jia)格定位出(chu)現偏差，最終(zhong)導致客(ke)戶(hu)(hu)的(de)流(liu)失。這(zhe)樣就是很多零(ling)售企業，線(xian)(xian)(xian)上(shang)(shang)線(xian)(xian)(xian)下(xia)兩(liang)盤貨、兩(liang)個(ge)團隊運營的(de)原因。

　　相反餐飲行業(ye)的(de)融合程度是最(zui)高的(de)，因為餐飲產品必須(xu)在(zai)現場加工，不能在(zai)倉庫(ku)儲存(cun)，一旦開展全渠道，線上(shang)和線下的(de)商品絕大多數都是一樣的(de)。

　　如圖8-2所示(shi)，從(cong)零售商(shang)(shang)的(de)(de)(de)(de)(de)角度來看，線(xian)下客(ke)戶(hu)(hu)從(cong)門(men)(men)(men)店(dian)(dian)里(li)選購商(shang)(shang)品(pin)，零售門(men)(men)(men)店(dian)(dian)只能(neng)(neng)覆(fu)蓋周邊的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)。它的(de)(de)(de)(de)(de)供(gong)應(ying)鏈由線(xian)下門(men)(men)(men)店(dian)(dian)所覆(fu)蓋的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)的(de)(de)(de)(de)(de)需(xu)求(qiu)驅動(dong)，圍繞這些客(ke)群進(jin)行商(shang)(shang)品(pin)組合、門(men)(men)(men)店(dian)(dian)補(bu)貨(huo)(huo)(huo)、倉(cang)(cang)庫補(bu)貨(huo)(huo)(huo)(采購)、供(gong)應(ying)商(shang)(shang)管理、物(wu)流運輸等活動(dong)。線(xian)上(shang)客(ke)戶(hu)(hu)在網店(dian)(dian)、手機App、微商(shang)(shang)城、直播電(dian)商(shang)(shang)、社交電(dian)商(shang)(shang)等線(xian)上(shang)渠(qu)道購買(mai)商(shang)(shang)品(pin)，零售商(shang)(shang)從(cong)所謂的(de)(de)(de)(de)(de)"電(dian)商(shang)(shang)倉(cang)(cang)庫"發貨(huo)(huo)(huo)給客(ke)戶(hu)(hu)，便(bian)捷的(de)(de)(de)(de)(de)快遞(di)使得線(xian)上(shang)零售能(neng)(neng)覆(fu)蓋全國(guo)各地的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)。它的(de)(de)(de)(de)(de)供(gong)應(ying)鏈由網店(dian)(dian)的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)需(xu)求(qiu)驅動(dong)，圍繞著網店(dian)(dian)的(de)(de)(de)(de)(de)商(shang)(shang)品(pin)組合、電(dian)商(shang)(shang)倉(cang)(cang)庫的(de)(de)(de)(de)(de)補(bu)貨(huo)(huo)(huo)(采購)、供(gong)應(ying)商(shang)(shang)管理、物(wu)流配(pei)送展開。對于全渠(qu)道零售，客(ke)戶(hu)(hu)在線(xian)下門(men)(men)(men)店(dian)(dian)或(huo)者線(xian)上(shang)門(men)(men)(men)店(dian)(dian)選購商(shang)(shang)品(pin)，可(ke)以(yi)選擇在門(men)(men)(men)店(dian)(dian)自(zi)取、從(cong)門(men)(men)(men)店(dian)(dian)發貨(huo)(huo)(huo)、從(cong)倉(cang)(cang)庫發貨(huo)(huo)(huo)，它既能(neng)(neng)覆(fu)蓋門(men)(men)(men)店(dian)(dian)周邊的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)，還能(neng)(neng)覆(fu)蓋離門(men)(men)(men)店(dian)(dian)很遠甚至(zhi)全國(guo)各地的(de)(de)(de)(de)(de)客(ke)戶(hu)(hu)。

　　如果從(cong)品牌商(shang)或(huo)者渠道(dao)商(shang)的角度來看，典型的全渠道(dao)供應鏈(lian)的結構如圖8-3所示。對(dui)于品牌商(shang)直(zhi)供(直(zhi)接(jie)發貨)的情(qing)況，品牌商(shang)從(cong)自(zi)(zi)己的倉庫(ku)直(zhi)接(jie)發貨給大型零(ling)售商(shang)、平(ping)(ping)臺電(dian)(dian)商(shang)(倉庫(ku)或(huo)最終(zhong)客戶(hu))、自(zi)(zi)建(jian)電(dian)(dian)商(shang)(最終(zhong)客戶(hu));對(dui)于品牌商(shang)非直(zhi)供(通過渠道(dao)商(shang)發貨到終(zhong)端(duan))的情(qing)況，渠道(dao)商(shang)、B2B平(ping)(ping)臺從(cong)品牌商(shang)處購(gou)買庫(ku)存(cun)，然(ran)后分銷給中小(xiao)零(ling)售商(shang)、中小(xiao)批發商(shang)。最終(zhong)客戶(hu)通過線(xian)上(平(ping)(ping)臺電(dian)(dian)商(shang)自(zi)(zi)營門(men)店(dian)、自(zi)(zi)建(jian)電(dian)(dian)商(shang)如微商(shang)城)、線(xian)下(xia)渠道(dao)(大型零(ling)售商(shang)、中小(xiao)零(ling)售商(shang)、夫妻店(dian))購(gou)買品牌商(shang)的貨品。