A summary of the development of household electric dealers 2013

(This article is published in the "Truth Furniture" magazine.) ）

A year ago, I was in a chain of home to the domestic channel of the general introduction of home electric business, with the "online can not get down, offline" To sum up the development of household electrical business deadlock. More than a year has passed, household electrical appliances Such "do not go under" situation is not the essence of change.

Although not satisfactory, but home electrical business is still in development, there are still "down" and "up" efforts worth recalling and narrative.

A． O2O efforts by the traditional channel boycott

This is a cat while the two 11 Granville "to come Down" and the traditional market said "resolutely do not let you down" game. This is the first direct confrontation of the online home channel.

However, the offline market to the cat's boycott is only symbolic, in fact, the cat can not organize an effective O2O offensive. So the boycott of the mall just gave the cat the O2O to cancel the project. In other industries where resistance has not been met, the O2O effort of the cat does not seem to have worked.

If said last year double a traditional home channel is also basically GE View fire, this year each mall has early in the double 11 before the closure of the matrix. So the competition between the mall and the online platform represented by the cat is not just a direct boycott on line.

Though unsuccessful, the cat still has to work hard to "get down." Therefore, the O2O strategy of the cat will continue to be the focus of next year's development.

Two． Traditional channel electric dealers continue to struggle

2013, the traditional home channel is still in the "go up" road difficult to wander.

At the beginning of the year, Red Star has made no substantial progress. It was not long ago that the cattle nest net invested by Eurasia was not on the line. This shows that the traditional channels under the line is not an enlightened tyrants, they also want to embrace the electrical business, to find ways to "go up." It's just a hard way to get up there!

Not only is it difficult, but perhaps more crucially, the direction of "going up" has gone awry. Why does the traditional home channel develop the electric business? It's a matter of deciding where to go to the mall.

Most of the traditional channels are along the days of the Cat Jing-dong track "Up": with the help of the rich resources under the line, to do an online platform, economical, immediately defeated opponents! This is an inspiring plan, but it is not possible to achieve it. First, the establishment of the cat in the growth environment of the east is no longer, two is even made of the Cat Jing East, immediately be beaten down may not be the Beijing-East day Cat but their own offline shopping malls.

So, even if you do not consider whether the organic will be made on the online platform, the traditional channels only meet the following two conditions in one of the premise can be along the track of the Cat Jing East "Up": one is their own channel has been routed;

Hope that the cat O2O to the traditional market direct challenge to the traditional shopping malls to realize the "go up" route: that is, the electric business to arm their own shopping malls, rather than a second to do a business platform.

In my words, that is, "let the mall plug in the electric dealer's wings."

Unexpectedly online happen to be in the Double 11 on-line, it advocates "four the same" basically is this meaning. The direction is right, but whether there are other difficulties on the road, we should pay attention to.

Three． Double 11 Carnival Placid lack of highlights

The original boring Singles Day has become a shopping carnival, which is the charm of the electric business. The annual double 11 has also become the Prime Minister's focus.

35 billion of sales continue to create a new history, but not 19.1 billion when the shock and excitement.

I use the "placid lack of bright spots" to describe this year's double 11, I may feel the same small number of friends.

I don't care too much about who sells billions or who ranks first. In my opinion, these data have little use other than to gain some PR exposure.

As far as I know, many home businesses have exciting dual 11 sales indicators, but few can be achieved. Double 11 lost the halo of 19.1 billion, people began to return to reason: electricity business is not a day, but 365 days. Electricity dealers began to move from madness to rationality.

After the double 11 last year, the company may consider double next year. This year after the double 11, the enterprise may consider is, in addition to double a we electrical business how to do?

Four． Home enterprises seek to break through the "dual track"

I put the dual 11 line under the channel of the O2O game, as the traditional channels and home business dealers hatred and the cat under the jurisdiction of the home business departments of the competition.

Electric Shang line under the O2O game, is actually home enterprise left hand bo right.

Household enterprises in the development of electricity, basically took the line under the product price separate "dual track." This is the helplessness of the current situation: 1 dealers have the instinct of resistance, 2 of the majority of enterprises are unable to control their own dealers, 3 line under the online consumer demand There are differences, 4 line online operating cost structure is not the same.

"Dual-track" led to the home enterprise hand in hand. "Dual-track" also caused the "not to go under" the development of the domestic electricity business deadlock.

To break through the existing "dual-track" is the development direction of home enterprise electric business. Home Business development Pioneer Trimebutine is in this direction is the first to go the farthest, trimebutine not only online under the physical store to display its products, but also the adoption of a unified national price. But the product line is still under the distinction, and the slow development of its electrical business also revealed that the model may have some problems.

This year, the double 11, the small partners exclaimed family house Cat Mall on the emergence of countless entities shop Wang Wang account, this is the home to try to online dealers and online distributors joint logo.

With the development of electric business, the customers of household enterprises no longer line up, so the household enterprises must provide online integration of the marketing service system. This is the direction that the enterprise evolves in the electric business era.

Build line under the Integrated Marketing service system is a long process, is a organizational and cultural changes, the need to be based on the line of the channel under the trend of the development of channels to set the stage of the goal, and online offline channel in the game dynamically adjust and optimize their integrated marketing service system.

Five． The little friend who steals the music

"Do not go down" is only the main battlefield of home electric business pattern. But there are exceptions. Home electric dealers also have stolen music of the Dark Horse.

Beauty Lele is people relish the home electric business small partners. The once Amoy brand, the successful establishment of the online experience shop system, in 2013 last year on the basis of 137, and increased more than 100, the total reached 269. Beauty Lele basically get through the "Down" road, is the first home electric dealers successfully realize O2O mode of enterprise.

The rapid growth of US lele has aroused the concern of the furniture industry. This year, the United States Lele sales may reach 2 billion, already ranked among the top 10 furniture enterprises (?). And the trend of its growth, the traditional furniture industry to marvel unceasingly.

Another steal Le home electric business partner is Haier's daily shun home service. The strict meaning of day and day Shun home service is not a home electric dealer, but only for the home electrical business logistics provider Services.

The sale of Home electric dealer needs special after-sale installation and distribution service. This market is basically still blank, only a number of regional service providers, it is difficult to meet the needs of the development of home electric business. Behold, the day was suddenly killed. With the endorsement of Haier and 2,247 existing service network and logistics system, the daily shun almost overnight become home electric business industry well-known small partners.

The cat is not "down"? Daily Shun Home Service to assume the home electric dealer special "last kilometer" service.

In addition not to be valued, there are home electric dealers old Team Qi Jia Net, 2013 is also quietly again layout, the incorporation of the line under the home shopping malls, trying to establish "online shopping mall online shop" O2O mode.

Six． New concept of home improvement electric quotient

Online Mall, traditional shopping malls, the "dual-track", O2O mode, and so on, the main melody of these home electric dealers has been a bit out. The future development of household electrical appliances is more innovative mode.

As far as the household industry is concerned, the essence of the Internet is to break the pattern of asymmetric consumer information by providing the purchasing information of the front of home consumption. Home electrical appliances exist what I call "domestic consumption flow entrance," the strategic commanding heights, military strategists will contend. is for the home improvement electricity dealer.

Home improvement is a special process. Control the home decoration consumption of accurate flow, also can control household building materials and even large household appliances sales. The future of home electrical business model may be due to the development of household electrical appliances, the fundamental changes occur.

Tu-ba Rabbit net is just the embryonic form of home improvement electricity quotient. Look forward to more of the model innovation of home improvement.

Looking forward to the 2014, "Down" and "go up" is still the first key word of home electric dealers. Of course, "go up" "Down" is cock silk language, Gaofu's saying is "O2O".

Another key word is "dynamic." Line below the channel in the mutual game to continuously achieve the dynamic balance of the stage, home enterprises according to the line under the channel competition situation to dynamically adjust and optimize its integrated distribution system.

Finally, the mall dealers will also enter the eyes of people. After all, the dealer's attitude determines the line under the channel competition dynamic balance point, but also determines the home enterprise line under the integrated distribution system development process.

(This article was published, the Ali and Haier Alliance has not occurred, so did not include.) ）