需求链是从下游到上游的思考方向,改变了过去从上游到下游的供应链模式,这可能是互联网时代带来的一次比较深刻的变化。从关注用户开始,通过社群小范围测试或体验,然后到粉丝营销,再到顾客使用,实现从社群到顾客的流转,这种模式以小米为代表的企业一直在实践。这种模式放到食品、农资或调味品里,如何产生大规模的销售?最近几个月,我帮助一个农资品牌构建互联网化的市场部,实际上就是构建需求链。之前的市场部只是设计推广模式、传播品牌 Demand chain is from downstream to upstream thinking direction, changing the supply chain from upstream to downstream mode, which may be the Internet era brought a profound change. From focusing on users, through small-scale community testing or experience, and then to the fan marketing, to customer use, from the community to the customer flow, this model is represented by millet enterprises have been practicing. How does this model get into large-scale sales in food, agricultural materials or condiments? In recent months, I helped an agricultural brand build an Internet-based marketing department, which is actually building a demand chain. The previous marketing department just designed to promote the model, spread the brand