Branch PO Electric dealer close behind

2007 Construction of internal New media marketing team, from SEM, EDM to SNS, spite 2010 start the electric business, two years from 0 to 27 million--Boloni in the new media marketing has been "very high", but it last year suspended the rapid development of the electric business, What are the findings and insights behind it?

September 2010, the company announced the company's brand branch Bao closed all offline stores, and fully enter the E-commerce. In just over a year's time, the branch PO dealer sales from 2010 to 4 million to 2011 of 13.8 million, and to 2012, only half a year of time to get more than 27 million.

However, the news came, in October 2012, the branch of the electric dealers quietly closed. Behind the growing sales, what happened to the branch treasure? After closing, what is the road of Boloni's electric dealer?

"The electricity quotient is not the new business model, we need to use the electric dealer to subtract the original process instead of adding." "Single-handedly responsible for the branch of the electrical business from scratch to build the record treasure." New media director Lei to reporters about the two years of the Bo Luo's business logic thinking.

A fault that cannot be bridged

It is not too late to explore the electrical quotient of furniture enterprises. As early as 4 years ago, Trimebutine Furniture Official network mall began to go online, as of the end of 2012, the furniture enterprises to do a large number of electrical business model: The first model is the branch of the electric quotient, trimebutine furniture for the representative of the "Mouse + cement" mode, that is, "online electric quotient + offline experience Shop", Both were said to have accounted for 40% of the company's total sales by the end of 2012, and the second model, which was based on the Lin Wood industry, started out on the line and now expands the online experience shop.

For the traditional enterprise-oriented first model, many are online to complete the order, the line to complete the experience, distribution, installation and other links. This highlights an important feature of the furniture electrical quotient, "heavy service". and generally to distribution as the end of the transaction links of other products, furniture, electrical business, measurement, installation and other series of after-sales service occupy the consumer shopping experience important link.

And, consumers even if the internet purchase of furniture, most will still first go to the offline store experience, and subsequent delivery, installation process and offline purchase consistent, leading to the usual "convenient" advantages in the furniture purchase no longer exist, low price almost into the only factor to attract consumers.

"Heavy Service" and "low price" two of the present situation has formed the main dilemma of furniture manufacturers: Can not get rid of the traditional dealers rely on the same time, but it is difficult to attract dealers the same profit.

Has a hand with the branch of the Electronic Business operation system Bao Bo Luo New media director Lei told reporters, even if doing electricity, traditional dealers are still the main force in the system of cooperation. On the one hand, it is difficult for enterprises to build a new dealer system, because dealers have a sense of regional protection, the same region only own a distributor; On the other hand, even if companies want to insist on their own, now the size of the electrical business is difficult to support the new distributor system.

The road of "self-construction" has been gone, and the road to "cooperation" is also difficult. To "low price" as the attractive furniture business platform, according to the price of the transaction, even if the enterprise itself 0 profit, will return all the profits to the dealer, they from the line of a single business to gain the income is only a fraction of the line of business, which led to the dealer on line orders are not willing to cooperate.

It can be said that the current segment of the new sales model of the traditional channel mode grafting, the obstacles between the two are difficult to make up, the direct cause of the "strange" is, the more online turnover, because of the subsidies to dealers, the profit margin of the enterprise is lower.

"In the more than 27 million sales in half a year, we immediately shut down the electricity business channel," Lei told reporters, they began next, is to explore a more appropriate mode of electrical business.

Reflection on addition and subtraction

The so-called appropriate electrical business model, Lei, should be the original process to do "subtraction" rather than "addition."

"The electrical business is not a new business model, it is only the original process and efficiency of the optimization tool." "Boloni finally believes that the electricity quotient is not a sales model, but a channel for the original sales Model link optimization, so Lei judge the suitability of the electrical business model, consider whether it can improve the original process efficiency, or bring new value."

"You will find that before we online transactions, and then the consumer offline to the store to receive goods, installation, we will be the money to distributors, the entire link in the electric business is not for the process to do subtraction, but more than just a link out of thin air, but made the addition." "To get rid of the additive effect, the team is going to find the electrical quotient that can act as a subtraction for the whole process."

After this conclusion, Bao-Bo launched a new electric business model: "Online selling coupons + offline sales."

When it comes to this model, we need to start with the new media team within the group. The team, which was formed in 2007, is a relatively rare in-house new media marketing team, which includes precision marketing, interactive marketing and electrical business. Precision marketing refers to the Internet launched activities to collect customer data, the final form of sales, to sales as a target; interactive marketing is a narrow and semantic new media marketing, including SNS Word-of-mouth, to the brand as the consideration;

After combing the electrical business model, similar to the original precision marketing and electrical business compromise. Through a variety of activities to attract traffic, the user came to the official website, interested in a product, not a direct final transaction, but to buy coupons, such as 500 pieces to purchase 2000 yuan worth of coupons, to the offline use. In this model, the value of subtraction is to reduce the cost of acquiring users, and the cost of this savings is returned to consumers with coupons. "This is another kind of precision marketing," Lei told reporters.

However, this is not the Boloni in 2013, the new electric business phase of all the plans, the real "treasure" is pressed on a project launched in three years ago.

Three years data building

"The real core value of an enterprise is its own database." ”

Long before the start of the project, the new media department, which has been established more than two years ago, began to build the data system, so far, the large data project has been basically completed.

"This system can complete the collection of user data from different channels, including SNS, Sen and EDM, and carry out business mining analysis, and finally label users to complete the promotion of large data mode." "Lei, this three-year database project has three sets of systems:

The first set is the media monitoring system, through the pseudo domain name address technology to accurately monitor the user is from where, that is, when the user left the registration information on the site, the system can understand his source channel, specific to from which site which piece, or search engine which keyword came over.

The second system is the user behavior monitoring system, when the user came to the site, all his browsing, click Behavior will be recorded, including the Way to watch, in which picture of how much time to stay, to determine the user's preferences.

The third system is the user distribution system. This is the realization of online information to get through the system, in the user to the website after the registration, you can receive an appointment code and text message, when he came to the line under the store, you can use this code to do the write-off, the final completion of data through.

Overall, the three sets of systems can be implemented in the following scenarios: When the user came to the store, the bar code for the write-off, shop shoppers can access the basic personal information of consumers, but also can understand the customer's shopping preferences, such as based on his online browsing records to determine the possible purchase of the product probability, On this basis to carry out a purposeful shopping guidance.

Even, there is a final link, that is, consumers in the store information, including the product evaluation, purchase or not to buy the reasons, will also be a shopper record, and feedback to the database, the formation of purchase behavior data closed loop.

In addition to the final step, which is the feedback of the store's shopping behavior data, the previous steps Lei said that it had started two years ago and that the feedback from the store data would start in 2013.

"When offline and offline behavior data are aggregated, the business BI model starts to work and classifies users." Now we have about 40 dimensions, including price, style preference, etc. On this basis, can be targeted at the breakdown of the population of precision marketing. For example, for price-sensitive consumers, we will be the EDM push promotional information, or after he landed on the site to give him a promotional campaign ads, for the preference of a certain style of users can do the corresponding style of activities, inviting them to participate. ”

With the continuous accumulation of data, the BI model will be continuously optimized, and the precision is gradually increased. This continuously optimized and expanded database, in the rapid rise in the cost of digital marketing now, is lei as a business in the electric Power and new media marketing, the most valuable wealth, "large data era, I personally understand that enterprises to their own consumer large database of the precise grasp of the Internet's marketing core is the database marketing." ”