More and more discussions on the O2O model of home building materials

Recently on the home building materials O2O mode of discussion more and more, we all know only the electronic business is the home building materials enterprise reform and innovation of the way out. However, in the process of electronic business, how to solve the home building materials industry in the original distribution system benefits distribution? How to achieve the home building materials O2O Electric dealer's closed-loop? How to solve the home building materials O2O line and offline integration? These problems have been plagued by home building materials industry, Even recently held the home building materials O2O Congress did not find a good answer. I independently operated a few building materials industry website, in this respect accumulated some experience, now from the actual point of view to talk about how to achieve home building materials Electric O2O mode.

First, how to solve the home building materials industry original distribution system benefits distribution?

In the current ceramic sanitary industry, large and small ceramic sanitary ware enterprises Thousands of companies, a single brand of market share is not more than 5%, the overall market concentration is not high. Most of the ceramic sanitary ware business model mainly in the production, investment, wholesale-oriented, known as "China's Township of Water Plumbing," Nanan as an example, here is the birth of nine sanitary ware, China-yu sanitary ware, brilliant plumbing, Shen Lu Tatsu bathroom and other first-line bathroom brand, as well as Huasheng bathroom, special pottery bathroom, Hengtong sanitary, nine-wei Bath, Wang Lang bathroom, special porcelain bathroom , Yu-Tong, and other second-line sanitary ware brand, in addition to hundreds of names can not name the bathroom brand. In addition to the one or two-line bathroom brand, most well-known small and medium-sized sanitary ware brands are relying on relatives and friends in the field set up factory outlets, take the wholesale warehouse "tradesman" business model, to the country output a large-scale plumbing bathroom sales force. Before 08, most of the sanitary ware business days are good, large and small bathroom brands have a certain market share, a single brand market share is difficult to improve significantly.

However, with the building materials market recession, the fittest market competition, especially the development of E-commerce, a first-line bathroom brand and many small and medium-sized bathroom brands gradually opened the gap between. In a lot of small and medium-sized sanitary ware enterprises have not had time to think about E-commerce, nine pastoral sanitary ware, China-yu bathroom, such as first-line bathroom brand has turned from the initial business model to the O2O mode of exploration. With the future of ceramic sanitary ware O2O e-commerce development, a lot of small and medium-sized bathroom brand "tradesman" business model will gradually decline, the first-line brand bathroom market share will be greatly improved, online and offline entity stores combined O2O mode will promote the ceramic sanitary industry circulation system flattened, Layer Agent Agent Distribution mode will eventually be joined by the franchise or factory direct store model replaced.

First-line brand sanitary ware manufacturers use the cat and other electric platform to develop online sales channels, and hope to rely on dealers to complete their own online product experience and after-sales service, offline channels in the price of goods in absolute disadvantage, will further affect the line of flow to the line of the reverse flow, the traditional channel itself will bring enormous impact. To avoid this happening, Red Star United States Kai Lung, incredibly home, such as the National 19 home store joint boycott day Cat Mall "Double 11" activities, and launched its own electronic business platform and incredibly online, and most of the intermediary agent for the manufacturer-led O2O mode can only passively response, On the one hand they do not have their own electrical business talent, on the other hand they only have the right to act without pricing.

In this factory-led O2O mode, offline stores and distributors of the living space will continue to be compressed, the last line of stores and physical stores will be reduced to factory line online shop Experience Center, is bound to be a lot of traditional resistance, so building materials information Bao put forward the B2B+O2O model, in the maintenance of the original distribution system at the same time , so that the line under the integration of online, and gradually promote the ceramic sanitary industry in the electronic business. The so-called business-to-business model is the factory to the line of investment, wholesale links to online, the release of products or investment information. In order to avoid infringement of the interests of the distributor, building materials manufacturers through Business-to-business channel display products do not price, only to accept inquiries, not directly to the end of the consumer sales products, and distributors to seize the end customers, so that can obtain the trust and support of traditional dealers, can also use the network for branding and investment And the so-called O2O mode is offline distribution entity shop or factory direct shop to building materials information Bao opened shop, the release of products can be the real retail prices under the line, to achieve online and offline price unification, so that line online shop into the front of the entity shop, to facilitate consumers through the online shop to understand information, the line of traffic to the line down, And do not need to like a buy net such a price, into a vicious circle of low price competition, but also to avoid the online pricing is too low, resulting in the original price system confusion, damage to the interests of all parties.

This new type of B2B+O2O model will be the traditional home building materials industry line investment, agent, wholesale, terminal retail all the links moved to the line, one-stop line of integrated online resources, the formation of a complete supply chain of home building materials, through the line and the combination of online O2O mode to get through the home building materials circulation link terminal, Further promote the development of online business-to-business, the formation of benign business interaction, the traditional offline entity and online e-commerce perfect combination, break through the barriers of the entity and the Internet grafting, to solve the home building materials industry distribution system benefits distribution problem.

Second, how to achieve the home building materials electric Platform O2O link closed loop?

For the electric quotient platform, the biggest difficulty of realizing O2O is closed loop, O2O closed loop is to realize docking and circulation between two O. Online marketing, publicity, promotion, to the flow of passengers to the line down to the consumer experience, to achieve transactions. But this is only a O2O mode of trading, has not done closed loop, to achieve closed loop, it is necessary to return from the line from the line up. Online user consumption Experience feedback, offline users to the online communication, online experience and so on behavior this is the realization of the closed loop, that is, from the line to the line, and then back to the line. In the Life service field, the user's behavior is not like the commodity electric dealer in the online end, the user's behavior split into the line of the next two parts, from the perspective of the platform, if the user can not record all the behavior, or missing a considerable part of the platform is likely to worry about the loss of business control, That is the loss of bargaining power, so the value of the platform is small. O2O closed loop is actually the platform can integrate the user information flow and capital flow problem, so as to platform for the future profitability to build the foundation.

Most of the O2O platform requires consumers to line up and down a single, offline consumption, but from the user point of view, the Electronic Business platform O2O Link closed loop is not the real needs of businesses or consumers, and even the consumer's shopping experience become more cumbersome. Building Materials Information Treasure first proposed the O2O mode of the closed loop, consumers through the online shop to understand product information, you can directly with the offline business Contact, intentionally back to the offline entity shop to see samples or buy, and do not need to place orders and payments through the site, the entire shopping process and the traditional link almost, Just more than the traditional channels of a front-sex information shopping link, to solve the traditional home building materials industry supply and demand information asymmetry problem, promote home building materials product price transparency, so that consumers buy more at ease.

Third, how to solve the home building materials O2O line and offline integration problem?

At present, home building materials O2O The biggest problem is that the line does not go down, not on the line. Traditional channels should have recognized the need for the development of electric power, and has long been trying to implement the strategy of the development of the electric business, including the martyrs who have fallen on the road of the electric business development, and more still struggling on the road of the electric business. So far, the home of traditional channels to do electrical business, no success. The reason is that almost all traditional channels are doing cat-type business. But the cat-type business, but is the traditional channel of denial. How to let the line to fuse with each other, the key lies in how to solve the traditional channel benefit distribution problem.

B2B+O2O mode just solves the problem of traditional channel benefit distribution, but how to make the online dealer on-line is the key to realize the O2O. For the offline distributor, the realization of home building materials O2O electrical business is the most critical talent. Now the lack of e-commerce talent, prices are rising. First-line brand ceramic sanitary ware manufacturers and large-scale home building materials stores have their own electrical talent, but for most of the physical store to recruit an electric businessman is unbearable weight, which severely restricts the home building materials O2O electrical business development. O2O Electric Business is not open a shop so simple, and the most important thing is how to get through online and offline, how to promote the network marketing issues.

In view of the current home building materials O2O electrical business development lag, building materials terminal dealers power shortage of the problem, building materials information Bao use the following several measures:

1, the establishment of grounding gas network marketing channels.

For example, building materials QQ Group, many people do not know how to register and publish information in the website, but few people do not know how to use QQ, especially the smartphone more popular today, many manufacturers or dealers are accustomed to the salesman every day with mobile phone hanging QQ, but very few people every day to stare at a website. Through the establishment of building materials QQ group throughout the country, manufacturers, distributors and end consumers can establish a channel of communication and communication.

2, the initiative to help dealers do network marketing promotion.

First, to help dealers do SEO marketing. Home building materials electric business is characterized by low concern, the high cost of a single guest, so to obtain low-cost traffic is particularly important. Building materials Information treasure using the method is the initiative to help distributors to do product SEO optimization, the information to carry out a rigorous audit, to avoid a large number of duplication of information, garbage information, so that the information can be quickly indexed by search engines and get a better ranking, and Taobao search engine shielding, no human promotion is unable to obtain outbound traffic.

Second, to help building materials manufacturers to do pre-sales information shopping Guide. Home building Materials marketing process, not limited to the product sales and service links, it is a full inclusive of consumer Word-of-mouth, home improvement information, brand information, products and price information, such as links in the front of the marketing chain of information shopping process. The lack of traditional channels, is precisely the above mentioned in the front of the shopping guide of each important link.

3, to help distributors to supplement the network marketing knowledge.

Building materials information Bao summed up a large number of building materials Network marketing knowledge, including how to publish information more conducive to the search engine included, how to use micro-bo, micro-letter, two-dimensional code for promotional activities, how to integrate online and offline integration of marketing and so on, so that dealers gradually grasp the operation of the electronic business of some practical experience, As soon as possible into the wave of electronic business.

Iv. Conclusion

Traditional home building materials manufacturers to develop the resistance is relatively large, to weaken the channel conflict, we must stand in the perspective of channel dealers, really help dealers to seek two channels of development and transformation, and really help dealers to establish a high level of information technology, strong operational capabilities and implementation capabilities, In the interests of the dealers can be fully taken into account, so that the real dealers and brand enterprises together to coexist.