"2014 Household outlook" Home electric Dealer: Get off the line

This article starts in "I World Net Merchant" on. ）

fine count Those on the scale is still a good electric business platform, it seems only Taobao cat and Beijing East with Home (house) channel. Even around the exerting force of suning easy to buy no official online home channel, visible home category in these Shiri electric business platform eyes but more Shiri, dare not easily.





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: Online, "Down"





"Down" is the electric business Platform home channel a big difficulty. Taobao Cat Although the first to set up the home improvement Channel, "Double 11" shopping spree over billion or the top brands are also no lack of household category, but the development of household category is always not smooth.





, who tried to fall into the nest of love, seems to have become a chicken, not two times to do the Beijing love Honeycomb line of the experience shop currently in the days of cats are difficult to find the drainage of the population, because unsuccessful its model is also difficult to replicate in other cities. 2013 "Double 11" home O2O plan is under the line of the traditional shopping malls of the joint boycott.





online platform to seek offline entity experience efforts, there seems to be a solution is not open knot: Because the line under the operating cost structure is not the same, online electronic business platform is difficult to find the traditional channels under the "inside".





to furniture products, for example, online sales price may be the ex-factory prices of 1.3-1.5 times times, while the traditional home channel commodity pricing, generally in the factory price of more than 4 times times, which online sales prices may only be enough to pay the rental market. In this cost of the different structure of the conditions, the line shop dealers are difficult to work with online sales of household goods: if the price of online sales, offline dealers can not afford the high ground rent; If the price is sold under the line, the customer may have already fled.





since the "down" experience of the road, then go without experiencing the road. Ali shares in Haier Daily logistics, may be one of the important strategic thinking, is to solve the problem of how to come down home goods.





At least for now, "online shopping, offline Third-party distribution Installation Services," The O2O model may become a home electric business development of a standard model, online electric business platform will also follow the road has been opened. However, home goods "last kilometer" service requires special business skills, Haier Day and home logistics rely on Haier's original home appliance Services Logistics and shop resources, almost a night built for home online sales supporting the line of household goods distribution installation service system.





just built a home installed channel of Beijing East can in the short term to rely on the existing logistics system to build supporting home goods online sales of home logistics services, Beijing and east can smoothly develop its home installed channel key. On the one hand, the construction of a home goods sales line with Home logistics service system has many difficulties, need a lot of investment and growth cycle; On the other hand, 2 trillion of the market capacity must not be ceded to rivals. So jingdong in this regard will be on the online home sales competition and development has a small impact.





This kind of O2O mode also will become the traditional pure online electricity merchant to develop the differentiated marketing mode of the category development.





today, the historical window to build a new independent home electric platform is basically closed, so it is unlikely. But the vertical home category of electric business platform, such as children's furniture, soft furniture and so on, there seems to be a possibility. A better example is the electric quotient platform for a cool, diffuse home for children. Because of Disney's exclusive authorization, so the platform has the space for survival and development.





as the owner of Disney's exclusive brand of children's furniture, cool diffuse experience from the line under the traditional management of the process of development online. Cool diffuse habitat was founded in 2008, in 2009, the number of stores reached more than 300, sales revenue more than 40 million, and 60 million of a-round wind. However, the cool habitat of VCs has changed the direction of business, focusing on the development of the online, the closure of more than 200 offline stores, the move is still controversial. But the effort to cool the development line has won a B-round 100 million Yuan venture.





It is worth pointing out is that the cool diffuse is not a pure online electric business platform, but with the offline experience network O2O electric business model. We are only in the description of the vertical home electric business platform, it is listed in a class of pure electric business platform. Other furniture category such as soft home and other vertical electric platform can survive, basic to see whether the platform has an effective strategy to ward off the future of large electric platform attack. The effective partition strategy, of course, also includes the establishment of the offline entity experience shop system.








The future
of integrated distribution from beauty Lele




from Amoy brand to kill out of the United States Lele Furniture Mall, is the line from the online development line under the integrated distribution system, so go smoothly, rapid development. 2012 sales of about 6~8 billion, 2013 has nearly 2 billion, has entered the top ten Chinese furniture brands, a Chinese furniture industry, a dark horse.





American Lele began online in 2011 to open the experience shop, trying to on-line, offline integration of the marketing model. 2012 Beauty Lele Online Experience shop number reached 137, 2013 this number almost doubled. Beauty Lele Experience shop generally open in the area away from the city center, so the rent is relatively much cheaper, and the area is only about 500 square meters. However, there are two numbers to illustrate the success of the United States Lele Integration model: One is the United States Lele Experience shop users, 90% from the online. Beauty Lele Experience Shop Shopping Guide is an important function, and online access to the United States and Lele Mall Netizen Communication, guide users to experience shop to buy furniture, and the second is its experience shop can make money. Because of the unique line under the integrated marketing model, the United States Lele Experience Shop's ping effect (monthly sales per square meter) can reach 10,005, and furniture market channel average ping effect is only more than 2000.





Perhaps we should from the consumer's point of view to understand the United States Lele line under the integrated marketing system. Where do consumers learn about Merlot? Mostly from the online market promotion, and then into the beauty Lele online mall. However, why the consumer finally decided to buy the furniture of beauty Lele? is basically to the beauty Lele offline experience shop after seeing the kind of feeling reliable, feel satisfied and feel very high price. Consumers in the purchase of beauty Lele furniture process, whether the line and offline? Should be not divided, and can not distinguish. When the consumer in the United States Lele online experience shop with PC terminal in the United States Lele shopping mall under the single purchase of beauty Lele furniture, he is in the United States Lele line or offline? Line offline integration is not divided into line and offline. Because the consumer does not divide the line and the line, the enterprise's marketing system also must be on-line under the complete fusion, thus can provide the consumer to be better consumer experience.





2014, the United States and Lele offline experience system has a new layout, began to open 5000~10000 square meters of small shopping malls, and accept other first-line furniture brand. This is the beauty Lele from the commodity brand to channel brand transition, should be our focus.