O2O out of the non-standard products to the project-type electric business forward

"Sadie Network News" December 14, "Double 11" Day cat Taobao turnover of more than 19.1 billion rings, last week, Alibaba announced turnover of 1 trillion, followed this week, "double 12" promotion on the gearing to ring, so the industry through performance to see the "essence", predicting the vertical electric business has died, Platform electricity business is boundless.

Is "nature" true? Those in the industry are afraid to ignore the non-standard products on the diversification of sales model requirements, but also ignores the diversification of consumer demand and the level of progressive performance.

According to the industry's summary, non-standard products refers to the lack of uniform measurement standards and fixed output channels, product characteristics and service forms relatively personalized consumer category.

Before the O2O e-commerce mode has not prevailed, the non-standard goods because of its own positioning special, audience narrow, plus regional restrictions, product information is difficult to reach the needs of customers all over the country, only small areas, small range of transmission.

Non-standard products for vertical electric operators to create living space

Research on online buying behavior shows that top companies value most is one-stop service (42%), while the lowest-priced companies value price concessions (30%, 45%). Among them, whether the senior enterprises or middle and lower enterprises, all value the perfect after-sales service, solutions, product information, the level of information, the focus on service differences are relatively large, the higher the level of information on the service more attention to the level of information, the lower the relative concern for after-sales service.

This shows that the electrical business only to price as their own value, although the temporary access to higher traffic and explosive sales growth, but in the long term and can not allow users to form viscosity, but also can not cultivate their own fixed user base.

Consumer demand is diverse, and the larger platform is not able to cover all goods, especially for customers more than the demand for the most sensitive non-standard products. As consumers transition from low to high consumption, the transition from individual consumption to enterprise consumption, the greater the demand for non-standard products, the greater the emphasis on shopping experience and the overall solution of service as the core, the influence of the price will be more and more fuzzy.

All-Inclusive platform, meet the consumer price is low, product choice and fast and other basic services demand, its product category more suitable for the service process of relatively standardized products, and service process complex non-standard goods, large platform is difficult to achieve specialization, therefore, take the specialized service road vertical electric Chamber of Commerce, To make up for the platform is unable to cover the power of a large number of non-standard products field.

O2O, C2B or scheme-type electric dealer?

Non-standard products only follow the road of vertical electric quotient, can give full play to its demand-oriented, then which one of the electrical business model more suitable for non-standard products adopted?

O2O: As a veteran building materials enterprises started the electrical business, users can be in the home network for a one-stop building materials selection, consumers in the network to buy all building materials at the front, you can go to the store to experience, delivery. This line of information output led to the online experience shopping mode, the new glow of the traditional non-standard products of youth, so that the past by the venue and regional restrictions on large non-standard products, can easily reach consumers. Group buying site is another form of O2O, its revolutionary significance is driven by the food, entertainment, fitness, beauty and other online experience of online communication and consumption, so that the past is narrow communication channels, can not achieve online delivery of the experience of the economy has been promoted. The disadvantage is that for some complex service processes, just offline experience is not enough, such as home, users need to have a different room type and other needs of cost-effective product portfolio solutions.

C2B: Trimebutine and Qi home with the old building materials business started, and Qi Jia Network is different is trimebutine took consumer demand-oriented more obvious mode of electric business. Consumers can buy and order their favorite furniture styles on the curved line. And then to the offline entity shop experience their own ordered furniture, this model abandoned the past manufacturers to produce consumer choice mode, by consumers according to their own needs to customize personalized products, and then reverse submitted to manufacturers. The advantage of the C2B model is that the enterprise has almost no inventory pressure, is completely on demand supply, the disadvantage is that the customization cost is too high, time-consuming, only suitable for specific niche needs, can not form scale effect.

Project-type electric business: Branch through the core city is China's first IC components of the electric power, the same traditional enterprises started, but the branch through the core city is obviously better at the offline resources and experience to apply to online sales and services. IC components belong to industrial production materials, users need to purchase a series of ancillary product models, can be used to produce electronic products, small and medium-sized users in the procurement time, often by the supply chain control capacity and the enormous limits of their own resources. Through the core city online platform, SME customers can not only get 100% original authentic information, but also to obtain different product requirements under the combination of products, not only improve the procurement efficiency, but also to ensure that enterprises follow the production of finished product function, quality and cost control. This not only provides customers with products, but also from pre-sale, sale, after sale to cover the needs of customers, according to the different needs of different users, to provide personalized product mix, channel supply solutions and professional after-sales service of the new model of electrical business is known as the scheme of the electrical business.

Scheme-type electric dealer or non-standard goods electric dealer future

When asked if the reporter is afraid of the branch through the core city mode was later replicated catch-up, ComTech Core City Executive Vice President Zhu Jizhi once confidently said: "On the surface of the IC components market turnover of more than 2 trillion, SME buyers have more than 5 million, the market seems very broad, but can enter this line of large distributors but not many, It is because the professional of IC components is too strong, the threshold is too high. SMEs in the procurement of IC components when the most concern is not the price, but the product quality and additional value such as supporting solutions. This supply chain management capacity and professional service quality is rooted in the branch of the group 20 distribution experience is unique, is the successor can not copy. ”

It is precisely because of the diversity of non-standard products, demand-oriented and value-added services, doomed to the platform of the electrical business can not be well covered by non-standard sales and services, can only rely on the form of a more diverse vertical electric operators.

O2O currently appears to be the best model for non-standard goods, but in the long run, its emphasis is on online information dissemination and online experience-oriented, and solutions and after-sales service capacity is not strong. To provide customers with integrated solutions and professional support services of the scheme-type electric business, both the threshold of high, replicable low, the core value of a unique, high user viscosity, may become the future of non-standard goods and electronic business.