Trimebutine Furniture channel electrical business Road: With the cost savings to repay the dealer

As a consumer durables furniture industry, has been not very good for the outside world to do electricity, because once the user bought furniture, a few years will not replace the new products, the second is the furniture is a large commodity, complete sets of furniture home is also tens of thousands of yuan price, three is the traditional industry must face the line under the conflict problem, In 2009, began to test the beauty of the water and electricity manufacturers said this is not an easy road, but through the years of practice and thinking, trimebutine to find a suitable way for their own, the key word is "channel electric dealer."

Why does Trimebutine want to be a electric dealer?

2008 economic crisis swept the world, the first wave of the financial crisis is the real estate industry, due to furniture and real estate closely linked, Trimebutine soon realized that will be affected, at that time the company leadership is thinking how to break through the bottleneck, find trimebutine furniture new development direction. 2008 is also the electric business industry impetuous fiery year, hot money constantly influx, trimebutine in such a large environment began to consider the development of electricity business.

At that time Trimebutine encountered the biggest problem, is the channel.

"Trimebutine in the country has 600 stores, this is the lifeblood of beauty, if the trimebutine in the high altitude to do e-commerce, external feeling seems to be beginning to do direct marketing, partner is how to feel?" not to mention whether they will support the beauty of the song. "Qu Mei Furniture e-commerce general manager Yang said."

So the most realistic question before trimebutine is how to develop the electric business without cracking down on existing channels. Yang recalls, at that time trimebutine the face of the electricity quotient proposed a concept, not only to meet the needs of consumers online, but also to meet the interests of all distributors under the line.

Even after nearly 10 years of development, at the end of 2008 is still a new term for the entire Internet industry is a sudden heat up the concept, not to mention the traditional furniture industry dealers, they believe that the electrical business is not reach the things, away from their own still very distant.

"How to explain to them trimebutine is very difficult to do electric business, and do the electricity business can bring them value is our urgent want to know, but all this in the industry at that time there is no good model can be used for reference, and furniture not only need to assemble, distribution and even need warranty, how to use logistics to solve? It was a problem that bothered us at the time. "Yang said.

In this case, Trimebutine put forward a concept: the electrical business needs and distributors to do.

Use the cost savings to repay the dealer

Trimebutine first of all to solve the marketing process of efficiency problems, do electricity Shang can save a lot of costs, such as publicity, operations, stores and so on, these costs saved, Trimebutine did not become their own profits, but back to customers and distributors.

The 2nd solution is the price. "We think that the channel is actually to do the price, this is very important, the electrical business to do good, in fact, with what kind of system has relations." "Yang that electronics is the means, business is the fundamental, how to run the platform on the business, profit distribution, is a traditional furniture company transformation needs to take the first step."

Song American official Network Mall in June 2009 officially online, the same year December officially settled Taobao mall. In China's online shopping market, especially in the Taobao platform, "cheap" is a most direct impression. For the line under the unified pricing trimebutine, how to give the profit to customers, not to make the company losses, not to allow dealers have opinions, Trimebutine decided to start from the source of the entire electrical business.

According to Yang, this source is the independent ERP system: from the upstream supply chain start, to the downstream of all links, by the Comelay control data, the greatest degree of savings in inventory and logistics costs. In this way of thinking, trimebutine the traditional channels of a series of products divided, pricing is lower than 20% below the line, completely through the electric business way to promote, in order to line up the interests of the different development.

When the Trimebutine launched the electric dealer, the electricity merchant becomes its product the demonstration platform, does not need so many physical stores to carry on the display. Beijing, for example, the United States has many tens of thousands of square meters of large proprietary shops, now opened are thousands of square meters of small proprietary shops, so that a large extent to solve the soaring rent costs, personnel costs and publicity costs.

"We've done data and research, we've done DM brochures before, send a text message, do CCTV ads, before the electric dealer also tried the internet mode of publicity, but the power of the way to bring the value and customers more than the traditional way of data, the electricity business was founded not only did not rob the traditional dealers should benefit, but to bring them more traffic. "Yang said.

For traditional dealers, the user line on the list, in the entity shop experience, the role of distributors to the later distribution, installation and services, Trimebutine will also give logistics subsidies, earn more than before. Especially in many three or four-line cities, but more users because of Internet products to go to the physical store, to the dealer to bring more passenger flow.

Some media have reported that the above Trimebutine online pricing low 20% of the test aquatic products, online channel volume of rapid growth, reached the series of 40% of the total volume. And according to Sina Science and technology, currently in the cat official online, in addition to some such as "bedroom package" such a special series than offline cheaper, sofa bed and mattress prices are also part of the store is not synchronized.

The road to Trimebutine's electricity quotient has begun to bear fruit.

C2B from the concept of the Business-to-consumer

Yang that, trimebutine to their own positioning "channel power", precisely because it is not to dump dealers, but the use of distributors to do, "this can be seen as a new development model of the furniture industry, can also become a traditional furniture business promotion way." ”

With the operation of the electric business industry in depth, trimebutine more understanding of the Internet customers, in the process of consumer groping, there are many users will put forward new requirements: online sale of furniture can be customized? The answer to this question is in the traditional case is negative, the reason is very simple, trimebutine all furniture is industrialized production, If customization is too expensive for the user.

"But after we did the digital operation of the commercial, we found that this is achievable." Yang said, so Trimebutine began to try the concept of C2B, and launched a new brand B8, specifically for the current mainstream of the population. "Their first reaction to everything is through the Internet to find, search, buy a house to buy furniture, they have more personality needs." ”

At present, song Mei through and related technology companies to develop a three-dimensional software, this software allows users to online through the 3D scene, according to the proportion of custom-made beautiful furniture. And the factory takes similar furniture model, each part of the furniture as a part out, users can choose different size, even the free collocation of parts, can achieve material, color, internal structure, such as a series of customization.

According to Yang introduced, Trimebutine plan will B8 into an independent brand, the brand in many curved beauty ground shop has landed.

B8 The essence behind the brand, was Yang summed up for the product depth service, "This is still doing business, not just electronic". He believes that this ability is not only in the enterprise's innovative ability, but also the integrated operation of the enterprise capacity.

"How do you turn a finished piece of furniture into a decentralized part?" The user's previous order is a table, now the order may be different lengths of wood, how to combine these things together and form a table? After the sale, how to solve the new problems arising from the custom error, Do you even need to set up a replacement center for spare parts? This is a test of the overall strength of an enterprise. "Yang said.

Song Mei sells products on the one hand over the years, on the one hand collect customer information, due to the development of the electric business and the Internet, the customer information of its mobile phone has been extended from after-sale information to pre-sales customer information, Yang said, Trimebutine hope to be able to make the furniture of consumer durables become a fast elimination, fashionable products, also hope to be able Channel innovation to come out a completely different road.