Analysis on the role and trend of O2O game of home Electric quotient

(This article was written in the 2013 double, published in the "Furniture mainstream" magazine. ）

The 2013-year double 11 shopping carnival has already come to a curtain, and 35 billion of the day's sales figures have become history. However, the O2O game of the home electric dealer may have just begun.

In this year, the cat's double 11 shopping carnival is the most attention, may be offline Home shopping mall joint boycott O2O Project, the result is the cat in the joint boycott of the public soon after the cancellation of its decoration O2O project.

In the eyes of the public, it is clear that the online home shopping malls won the first round of victory. Is that the truth? Is the cat really online under the joint boycott of the mall timid? Does the traditional home channel really have the ability to withstand the O2O mode of the electric dealer attack? Home electric Business Line under the O2O game this play, as we have seen or heard that simple?

The fact is, the home electric Dealer's O2O line under the game, the role is not only the online electric quotient platform and the offline traditional channel Two, in the meantime the intricate relation also is not the Life-and-death so simple. In order to help us better understand the development of home electric quotient O2O game, we will analyze the role of the play and the relationship between them.

A． Hero of every road of home electric dealer

A year ago, I summed up the development of home electrical business pattern is "on the line, not on the line." A year later, the basic structure of the home electric dealer has not changed. This double a family of traditional shopping malls and the cat head-on confrontation, originated from the cat want to borrow other channels, forced access to the landing business process.

In the home electric business O2O War, we see a number second is undoubtedly the cat and offline traditional channels. However, the real game in the flag-waving or resolute resistance, but others: traditional home businesses and their traditional distributors in the channel.

We may take this home electric dealer's O2O war as is by the day cat and the traditional home channel each driving two vehicles between the match, one day cat chariot is the household enterprise's electric quotient, but the traditional channel chariot is these enterprises in the traditional channel dealer.

As a result, the home electric dealer O2O war was complicated by the delicate relationship between the two fighters of the two chariots.

Of course, there are other players in the home electric business, such as Amoy brands, such as online group buying, and so on. But they are not the main stream of the war, and they are not here to dwell on it.

Two． Online electric Business Platform: O2O is the long-cherished wish

The role is the day cat as the representative of the online home electric business platform, they are also the initiator of the O2O war.

Doing O2O may be the long-cherished wish of the cat. On the one hand, the development of electric business has reached the historical stage that must get through the O2O channel. As a pioneer of the traditional electric business, the cat is duty-bound to continue to play the role of "leading eldest brother", on the other hand, because home goods need special pre-sale experience and after-sale distribution installation Services, O2O also become a home electric business development of a key link.

As a matter of fact, the cat started the O2O practice two years ago, trying to get through the grounding of the offline channel. May 2011, the Cat in Beijing four-Hui opened the line shopping mall love Honeycomb, 8 months after the closure. Move again, July 2012 love Honeycomb again in the south of Beijing opened, but still today tepid, can not be fully promoted.

This time double 11, O2O become Taobao Day cat important strategic deployment. According to Ali released information, the dual 11 O2O project has a total of more than 30,000 entities to participate in the O2O offline experience. and the Home O2O project is the cat O2O strategy of the most important.

However, the O2O plan of the cat in the household industry has been resisted by the traditional channels of the line. Offline shopping malls to resist the days of the cat to use its channels to achieve grounding of the attempt is understandable. However, why the offline mall a boycott of the cat immediately announced the termination of its home O2O project?

I think, it is probably because the cat has not been able to organize effective O2O combat effectiveness, is to worry about the chicken, but there is another boycott can be down the steps. It is said that the cat home O2O Project has a total of more than 100 enterprises to participate in, and most of the enterprises can be implemented grounding shopping malls are few. In addition, O2O results from other industries can also be seen, although not resisted, but its O2O project after 11 did not hear the success of gongs and drums sound.

Although not the first break, but the O2O strategy will still be based on the cat as the representative of the next phase of the platform's development direction.

From an evolutionary point of view, this is the traditional pure online electric dealer to line the development of amphibious electric business efforts.

Three． Offline traditional channels: electricity or electrical damage?

For the traditional channels of home, the electrical business may really become an electric injury, if not the words.

It is said that the traditional channel is to boycott the electricity business. Traditional Home channel boycott is the cat, the boycott is the other people borrow their own channels to develop the electricity quotient.

About the traditional home channel development of the history of the electric business really sad reminders, many have become martyrs, there are more in the struggle. The root cause is that the traditional channels of home are basically imitating the day cat to do the electric business platform, and the traditional channel is not to do the cat platform, unless I say that the two conditions set up: Or their own channels have been routed, or at the expense of their own channels to beat the rout. Neither of these conditions is clearly satisfactory.

I have always advocated the traditional home channel development of the electric business should be the direction of their own shopping malls, which is to enhance the market in the era of the core competitiveness of the most effective means. This idea, not only from the experience of electrical injuries from the home channel, but also in the line under the direct confrontation once again to be verified: The face of the electric business aggressive offensive, offline channel is the only means of electricity to armed shopping malls. In my words, that is to let the mall plug in the wings of the electric dealer.

In the home electric business Line under the game, the traditional channel at a disadvantage, so should be on the defensive. Because of commercial real estate and development of home channels have a lot of unreasonable factors, the traditional channel's electric business strategy should be through the mall to enhance their competitiveness, in the fight with the offline peers to strive for more sites, and in the competition with the online dealers to gain more time to make strategic adjustments.

Defensive is helpless, but on the defensive can play out the initiative to see the traditional channels how to play the electric business.

Traditional Home channel is also due to the invasion of the online dealers for adaptive evolution, reduce the size of the mall, increase the power of the business.

Four． Home business: Seeking evolutionary evolution

Home business is also a tradition. But with the electrical business to bring home channels is unprecedented blows different is, the electric business brings to the home enterprise is the opportunity. It should be said that the traditional home enterprises in the transformation of the electricity business is fortunate enough, because the electricity dealers basically did not have enough to create a deadly threat to their internet peers.

In other words, the electrical business era of household enterprises, should be basically the traditional home enterprises evolved through evolution.

This evolution of the direction, is what I said, "online integration of the operating service system." Simply put, the household enterprise should make full use of the online O2O game opportunities, according to the line under the channel of their respective characteristics and game relations, dynamic optimization of the distribution system, to improve consumer experience.

Here are two keywords: one is "online integration under the line." As long as it is the same brand, consumers do not divide the line. Therefore, the enterprise's marketing system must be online under the integration of the second is "dynamic." Online channel under the dynamic development of the competition, to carry out the line under the integrated distribution channel layout, it is necessary to dynamically grasp the development trend of channel competition, dynamically optimize the distribution channels of enterprises.

The evolution of electric quotient in household enterprises is an evolution of corporate culture and organization, and its core is to create a new consumer experience in the internet age. It is worth pointing out that, although we are talking about building line under the Integrated Distribution service system, it seems that this is a material thing, but to guide the efficient operation of the distribution service system is the soul behind it-based on the consumer experience of the Internet marketing thinking mode.

Now take Millet Network Marketing said, we can search on the Internet what is the Internet marketing thinking and mode. My favorite story to tell is: if you're spending online, even if you have 100 customers in front of you who have been cheated, you may be the 101th to be cheated if the customer is not present, if you spend online, if a customer is cheated, then 100 of the customers behind him will know the story of his deception. This is the basic Internet user experience, which is the starting point for us to understand the Internet user experience.

The most outward manifestation of the evolution of the home enterprise is the change of the distribution system of the enterprise to meet the requirement of the integration under the line of the electric business Times, but the essence of evolution is the change of the business culture and the organization gene. The household enterprise adapting to the environment evolution will reach the business scale which the traditional enterprise cannot realize through the centralized effect of the electric quotient.

Five． Traditional dealers: helpless self-breakthrough

In the household industry in the process of electronic business, the most helpless to the number of traditional home channel distributors. Online platform itself is the electric business, offline traditional channels have to do electric business platform, household enterprises can also be in the days of the cat Taobao shop to do electricity, however, the dealer of home enterprises How to do the electricity business?

Most of them are accustomed to guarding their own shops, waiting for customers to come, six months does not open a single, open a single can eat half a year. But there are always advanced molecules want to try electric business, but they encounter two insurmountable difficulties: 1 difficult to get home enterprise online sales authorization; 2 the cost structure of traditional operation is difficult to bear the low price competition on line. (You can sell other items online, of course, but their identities are not dealers anymore.) ）

It can be said that the dealers in front of the dealer is basically helpless, and thus has produced a resistance to the electric business instinct. This instinctive resistance is the main strength of the double 11 boycott of the O2O project.

With the growth of home market and the expansion of the volume of home shopping malls, coupled with the invasion of the electrical business, the traditional home shopping malls more and more can not hold live enough traffic to meet the traffic demand in the shopping malls, so the relationship between the market and dealers from the original "A hard to find" into "a land is difficult to rent", The market to the dealer's control is declining. So I am against the cat O2O behavior judgment is: if the dealers do not want to boycott the O2O strategy, even if the market at the group level issued a boycott, to the level of the implementation of the mall will also have difficulties, because the general assessment of the business of the KPI is the market rental rate and rent collection rate.

The relationship between distributor and market is "dependent". The dealer is the lip, the mall is the tooth. That is to say, the market encounters the electric dealer pressure is through the dealer to pass over. The first victims of the attacks were dealers, not malls.

Understanding the relationship between dealers and shopping malls is very important for us to master the trend of the development of home electric business.

The relationship between distributors and their agent brand enterprises is also very important. Household enterprises to do the electrical business, the need for offline distributors after the sale of the distribution installation Services support. If the dealer is willing to cooperate, that home enterprise's electric business road is much smoother. But we have analyzed, the dealer has the instinct boycott to the electric dealer. Plus, in addition to a small number of front-line brands, the vast majority of home enterprises to its dealers do not have a very good control, so home enterprises often because of the dealers do not cooperate and difficult to implement the development of the electrical business.

So, this seems to be online online under the game of home channels, the essence of the home business and its distributors between the contest.

The development of the electric business needs the painful transformation of the traditional dealers: from the agent merchandise sales to the offline experience and after-sale service. From the perspective of species evolution, this is an evolutionary war adapted to the living environment.

The dealer's electric quotient evolves needs to rely on the market and the enterprise's electric business development. Rely on the market electric quotient system is I said in front of the Mall of electricity, and rely on home enterprise electric Business System is I speak of home enterprise line under the integrated distribution system. The two may need to be further integrated at a new level in the future.

In short, dealer electric quotient evolution, survival of the fittest.

This article describes the household industry electric competition ecosystem, online electric business platform, offline traditional channels, the connecting link of home enterprises, but also rely on traditional channels to survive the dealers. The relationship between the complex, both the interests of contradictions and interdependent survival. The invasion led to the evolution of the ecosystem in general: the realization of the O2O platform, the traditional commercial shopping malls, the implementation line under the integrated marketing services of domestic enterprises, as well as the transformation of traditional functions of distributors.

Understand the evolution of the home electric quotient ecosystem, also understand this line online O2O game.

Tang people, home electric business practitioners and explorers, focused on the traditional household enterprises in the development of electric business strategy and implementation. More articles, please Baidu "Chinatown home Electric Dealer."