Vertical electric dealers often lack of flow support

Now always hear someone say: "Vertical electric business will die!" The main argument for this conclusion is that vertical electric operators often lack flow support.

On the internet, to sell things first to have users, but for a new platform, to get traffic is not easy. It is understood that now access to an online user's cost has reached dozens of or even hundreds of yuan, the vertical electric business to live will have to play the game of burning money. And in the burning of money, the vertical channel is well-known, but why consumers in the vertical channel to shop on the platform? On the price, there is no comprehensive low; On the service, there may not be a comprehensive business. Why do consumers need to register an account to go shopping vertically? In this way, the vertical channel of electricity will sooner or later be integrated into the crowd die.

Furniture retailer build electric business platform, is actually built a furniture of vertical electric business channel. At present, the two major domestic furniture retailer Red Star United States Kai Lung and incredibly home are in the electric business platform, as other vertical electric operators face the same problem, such an online channel is also an uncertain future.

Although the furniture retail Enterprises master A large number of channel resources, but lack of technology, do not know the electricity quotient is they do the biggest short board. The star of the United States Kai Long Electric platform online one year has experienced burning money, the flow of difficult to obtain, substitution and other kinds of storms, and incredibly the home to do the electricity business obviously planning longer more cautious, but its formulation of the four with the principle, "the same price" quite worthy of scrutiny. And do not say that those lines on the same price of the traditional brands rarely success stories, even in its interior, because incredibly the home product positioning in the high-end, if the line on the same price, it means that the online commodity prices do not have a competitive advantage, and its offline product positioning and design is also for the offline crowd design, then online how to make incremental users? You know, online shopping is a lot of "cock silk", not "rich". In addition, in the premise of no user base, it is a big problem how to obtain users and traffic from the traditional furniture retailer's electric business platform. Traditional furniture dealers first thought is that the original offline users to lead to the line. But offline consumption and online shopping are two distinct patterns of consumption, offline users are extremely difficult to go online consumption, even through the line to the line to guide the success of the purchase of products, the consumer group has not changed, did not produce new consumers, and at this time, the electric business platform is only the line shop supplement, is not an independent operation of the commercial electric platform.

To the Beijing-east and the cat stand in the same height of competition, the electric business platform is bound to achieve independent commercialization of the operation and access to new users. But now the cost of getting online users is getting higher. Traditional furniture retailer not willing to spend money is one thing, even if willing to spend money, still encounter the proposition of the vertical electric quotient: The same brand in the days of the cat opened the shop, the user why to register an account to a vertical channel? Therefore, although the current home retailer online platform are independent subsidiaries, the implementation of independent operation and Management, But it remains to be seen whether it can be an independent online platform.

Another question that cannot be overlooked is: how do furniture retailers and brands distribute benefits if consumers choose to buy online? Can traditional furniture retailers continue to collect rents from brands like they do online? As a matter of fact, the current practice of collecting fees by channel Harting is outdated. Now the online store is "inexpensive", is "cutting-edge design", and the offline shop of course to sell is the experience, sell services, and extend the industrial chain, providing design, soft equipment, such as a series of services. At least from the current point of view, if the furniture retailer is just a manager of the identity of the management of many of the brand operators, with offline thinking to operate online business, is clearly not enough.