Home Improvement electric Quotient-electric dealer to install the consumer process to build

(This article is published in the September 2013 issue of "Truth furniture")

The development of household electrical business is a recognized status quo. A year ago, I summed up the trend of the development of household electrical business as "on the line, not on the line." The impasse in the development of the home electric dealer is still largely not broken.

It is said that home electrical business is difficult to experience online. This is of course the truth. But is there any other reason to hinder the development of home electrical business? Does the household electric dealer have the restriction factor to its development? What is the direction of the development of home electric business?

This paper first systematically puts forward the concept of "home improvement Electric quotient", and tries to explain that the electric business is the development direction of the future household industry.

1. What is the home improvement electric business?

We talked about it from the traditional home improvement process.

Mr. Zhang used the traditional method to achieve his new home decoration: He first through the introduction of relatives or through the traditional media and other newspapers to find several home decoration companies, in several negotiations after the selection of the decoration company, and then the door-to-door volume, to determine the decoration style and graphic design, and mainly rely on friends, decoration companies The designer even is the site construction personnel's recommendation, chooses the building material home brand, waits for the promotion opportunity to purchase the necessary decoration material and completes the construction.

have experienced the decoration of the people know the pain of decoration, many of them, a lot of decoration, full of foam home building materials prices, but also worrying about the quality of the problem, is a trap more, impossible to guard against.

Miss Wang also do decoration, but she mainly through the Internet to obtain a variety of decoration information, including how to choose the decoration company? What are the main construction quality problems in the process of decoration? How to choose decoration material? Which brands are trustworthy? What kind of price is reasonable? When and where to buy cheap decoration materials? Wait a minute. Miss Wang through the Internet Information search and interaction with netizens, effectively evade the many decoration in the trap and price bubbles, spend less, the decoration process is also much easier.

Home improvement is based on consumer demand, the full use of the Internet technology and information integration means, for home decoration consumers to provide systematic and effective decoration information, and the whole process of consumption for the system optimization, to create the internet era of home furnishings consumption process.

2. Why is the home improvement electricity dealer?

We often hear the concept of home electric dealers. In general, household goods include building materials, furniture and household items. Home Electric dealer refers to the above goods through the Internet sales. So why should ingenuity, put forward the new concept of home improvement electrical quotient?

The reason is simple: because the home product is only the decorative material required for the decoration process. If not from the whole process of home furnishings to control the sale of household goods, the sale of household goods may be lack of flow without direction.

Mr. Zhang's decoration needs are moderately luxurious in the simple European style. This style is reflected in the beginning of the decoration design, this style also determines Mr. Zhang in the decoration process may need to buy what kind of building materials and furniture.

If we from the decoration design at the beginning of the intervention Mr. Zhang's home building materials Shopping Guide, first of all, we have the precision of home goods customers, followed by the basic understanding of customer demand for home building materials products, so the front of the home goods shopping Guide information is more accurate and effective.

On the contrary, if we confine ourselves to the sale of household goods, we may need to find Mr. Zhang with a lot of effort, and lack the necessary knowledge of Mr. Zhang's basic needs. And before we find Mr. Zhang, it may be that Mr. Zhang has been looked for many times by others, and has been recommended for many home products and even finished the purchase.

Therefore, to do home electrical appliances is to do household goods sales flow. Home electric business is to build the flow of household electricity importers, but also from the overall consumer purchase behavior system control.

About the function of the function of the flow entrance, in fact, the traditional home channels have already known. We see that the traditional home channels are trying to create "one-stop" decoration services. In particular, home decoration services to become its supermarket household goods sales of the main support.

In the current traditional home market more and more difficult to do under the environment, with home furnishings company to guide the sale of household goods, but also become a traditional home channel preferred choice.

Therefore, regardless of line online, the use of home furnishings to attract consumers and control household goods sales, has become an important choice for the development of household enterprises.

Quasi-flow is king! Who has the precise flow of home improvement consumers, who have the future of the industry. Therefore, the development of household electrical business, should be home to the consumer flow as a competitive strategic commanding heights. The strategists will fight!

3. The electricity merchant to install the consumer process the reconstruction

Then, the electricity dealer at home to install consumption of flow entrance structure how to play the role?

I am in the "home electric business channel marketing chain Analysis" (can be read by Baidu) A article analysis pointed out: "Home consumers online, may be the first demand is not the home product itself, but with the relevant information." This is the home electric business Development special place. Through the analysis of the consumption process, the article draws the concept of the marketing chain of home electric business (see below). Black Word is the traditional channels of the function, white text means that the Internet home and household goods sales enhancements. ）。

Home decoration Consumers online shopping, is because the internet has household building materials sales, but more importantly, because the Internet provides a wealth of information and home building materials commodity information, to provide the same needs with other users to communicate with each other space. In a word, the Internet for home building materials users to provide them with the necessary decoration shopping guide information.

and home decoration consumption and the front of the purchase of goods shopping information is broken in the process of household decoration consumption of a lot of information asymmetry, so that the trend of consumer decoration is transparent. This is the electric dealer to the traditional home decoration consumption revolution.

The above household electrical business marketing chain is based on the actual demand chain of home furnishings consumption. The source of the demand chain is the demand of the home loading information. Therefore, to build up as a faucet to create electricity, that is, from the source to control the flow of home appliances consumption, the development of household electricity to 42 to dial the effect of a ton.

From the home electric business marketing chain can also see the traditional home channels in the construction of household consumption flow entrance of the frustration, because the traditional channels can not provide home decoration consumer needs of the front of the shopping guide information, and therefore can not break the traditional decoration consumption process information asymmetry. Therefore, the electric dealer to the home traditional channel's impact, is not only manifests in the household commodity sale. In fact, the electrical business through the provision of pre-sale information and home decoration and household goods accurate passenger traffic upstream control, is the power of the development of the biggest potential.

4. Home Electric Business

Home electric business and household electrical appliances are inextricably linked. Strictly speaking, the home electric dealer is only a subset of the household electrical appliances, is one or several links in the decoration consumption chain.

If the essence of the difference, that is: home appliances are to do the flow of electricity, household electric dealers are selling goods, is the consumption of traffic. Obviously, the home electric dealer is in a higher level facing the home electric dealer's coverage, is the household electricity merchant's flow entrance.

A common phenomenon is that almost all home electric Shangdou have content, either as information or as a service. In a sense, it explains the importance of home electric dealers consciously or unconsciously realize the function of home installation.

There are two important questions to answer: 1. Is the home electric business that has the function of family decoration is the house electricity business that we talk here? 2. If not, then whether the household electrical appliances can be converted into home electrical manufacturers.

The answer to the first question is no.

We are from the following aspects to distinguish between home appliances with the function of household electrical and domestic electrical business differences: 1 positioning. The positioning of home electrical manufacturers should be clear and simple: home improvement. As for the sale of household goods, it is the natural embodiment of the process of home improvement, and the purpose of household electrical appliances with home appliances is to sell household goods, decoration may just be an independent or even an auxiliary function, mostly for the site to lead the flow of services. 2 business logic structure. Home appliances Business process is based on the needs of the consumer to design, it should be shown as a complete business process, while in the family with the content of the household electrical appliances, household goods sales and home improvement functions are often independent and set, and does not constitute a complete domestic consumption process. 3 website Traffic source. This is the difference in principle, but also the reason why we advocate the home improvement electric business.

The comparison between the rabbit and the home net is illustrated. The rabbit is the primary stage of the home Improvement Electric quotient, its positioning is very clear: is to do home improvement platform. And Qi Jia Network is a home appliances with the function of the electrical business. In the Web navigation bar of the net, the home improvement function is ranked in the mall and before the purchase. We are in the analysis of the rabbit net flow, to home decoration for the simple location of the rabbit network, although almost no web site to promote investment, but can obtain a large number of accurate flow, the daily average of PV or even more than the home of the electric Business network. And these precise flow is basically natural flow!

By natural flow alone, the daily average of the rabbit's PV can exceed a large number of web sites to promote investment in the old Home electric network, it is very. This also shows the charm of the home improvement Electric quotient.

Just imagine: If you are home improvement consumers, your preferred electrical business site is a household electrical or residential electrical business?

The answer to the second question is no. The reason is still the difference between the two, the key is still the precise location of the site function, which is the core of the home electrical manufacturers. As for the logic structure of the home Electric business website and the relationship between the various business on the website, it should be decided by the location of the website.

The subtlety of the electric home furnishings is the function of the entrance of the consumer's precise flow. Accurate home electrical business positioning, for home decoration accurate natural flow laid a good foundation.

Therefore, accurate positioning is the most important to the development of home electrical manufacturers.

Home appliances is a completely different from the existing household electricity business model, it in the business strategy positioning, Web site architecture, business logic structure, information integration methods and the latest 3D technology applications, are the existing home electric business innovation and breakthrough.

5. Summary

Home decoration consumption of the recognized scale is 3 trillion, of which 1 trillion, building materials 1 trillion, furniture 1 trillion. The market is big, it is worth anyone to fight for one.

Home decoration, building materials and furniture market maturity is not high, whether it is a commodity brand or channel brand, concentration is very low, the market hegemony is still empty seats. and the traditional home decoration consumption there are many fishy and price bubbles, the market easy to defend. The information asymmetry that the electric dealer breaks the home decoration consumption, to home appliances to set up a rapid flow of household products to establish the entrance and aggregation of domestic market consumers and suppliers (including home improvement companies, designers, construction teams, supervision, building materials, etc.), you can break through in the short term the development of electrical business deadlock, and strive to industry hegemony.

Whether it is a traditional home channel business, or the emerging home electric dealers, should be belimo the new layout of the electrical appliances, to rob the domestic electric manufacturers of the industry competition strategy commanding heights. As long as the layout is reasonable, the new industry may be because there is no historical burden (in my opinion, the existing home electric dealers have their own historical burden), perhaps the layout of the home electric dealers have more advantages.

Should be the home electrical manufacturers as the industry's development of a new starting line. Who has the right to force early, who may be in the next round of industry competition to gain a leading position.

The key to the development of the home improvement Electric business is the website positioning, the systematic carding of the consumer information, and the reasonable application of the latest technology.

Home electrical manufacturers, the future industry competition strategic commanding heights. The strategists will fight.