Against revolution in the name of revolution--probe into the development strategy of traditional home channel electric business

(This article is the first Phoenix home "home Very road". ）

Recently, Mr. Chei, chairman of Hongxing, has mentioned that home electric business is a revolution to tradition. Therefore, the "revolution" as the title, the traditional Home shopping mall's development strategy to discuss the electric business.

It is worth emphasizing that the words "against the Revolution" or "counter-revolutionary" Here are not stand, not derogatory, but a description of the strategy.

The Revolution of home electric business

What is a home electric dealer? The essence of home electric business is to use the information technology of Internet to create the innovation of the marketing process of household goods. If the electricity trader is a revolution, that household electricity dealer must be a revolution.

The reason for this is that the traditional home product marketing process There are too many can be transformed space. The traditional home channel is an abnormal product based on commercial real estate development, so the marketing ecological chain of household goods is extremely distorted.

In other words, the marketing ecological chain of traditional household goods is not developed according to the market demand healthily. In the commercial real estate development for the purpose of the traditional home channel under the aegis of the household commodity channels dispersed, the brand is not concentrated, uneven quality, high prices. All these have provided a great deal of space for the change of electricity quotient.

Traditional home channels are also aware of the threat of change. So Mr. Chei said: "The electric dealer is the life of the leather home channel, is the life of the leather household dealer, is the life of the leather home factory."

I don't quite agree with Mr. Chei's view that electricity dealers are the life of a domestic factory. Because the development of the electric business has not produced the traditional home factory to the death of the Internet peers, so the home factory can obtain more space for development through the electric business.

and home shopping malls and home dealers, but because of the development of electric dealers forced to narrow their own survival and development of space.

The electric business revolution in traditional shopping malls

2013-year double 11 shopping carnival before the traditional home shopping mall joint boycott of the O2O plan, is the traditional home shopping malls on the invasion of the online electric dealers self-protection. There have been accusations that the traditional home shopping malls are the development trend of household electrical appliances and consumers of household goods shut out.

Traditional home channels did not completely reject the development of electric business, in fact, has "electric shock" of the traditional home channels. Including the Red Star of the United States Kai-Lung, its electrical business development is about to enter the third year. Unfortunately, most of the traditional home channel of the electrical business development is basically aborted or difficult to survive. The root cause is that these traditional home channel electric business development direction is wrong.

So far, in addition to just on-line incredibly online, almost all other traditional home channels of the electric business Development strategy is modelled on the day cat Jing Dong to do a home shopping mall. Do not talk about the development of Home Shopping History window is still there, I here on the traditional home channel development of the online mall and its offline business interests between the conflict, to analyze the traditional channel online mall can not be successful reasons.

We say that electric business is the life of the traditional home channel. By the traditional home channel established online electric Business mall is no exception. Because this online shopping mall's competitor is the Jingdong day cat, so to be successful, it must be more revolutionary than the Jingdong day cat. But because the mall and the traditional home channel brand contact, so it is the first leather, is its offline traditional shopping malls life.

Take the electric Shangmi Lele as an example. Mr. Chei once took the development of the United States Lele as an example, indicating that the electric business is in the life of the leather factory. On the assumption that the Red star on the online imitation Beauty Lele, and the goal is to defeat the United States Lele, it is to do the United States and Lele also want to beauty Lele, the price of products and Lele still low.

Supposing the Red Star electric dealer's strategy succeeds, what will be the result?

The beauty Lele is in the Red Star's periphery to hawk, the Red Star's customer can hardly hear, hears also will disdain, because that is cock silk's consumption, that is the inferior quality product. But now it is the Red Star electric dealer to sell the same goods, the Red Star's customer hears the Hawking sound is many. Also because it is in the name of the Red Star in the Hawking, its cock silk smell is a lot of light, the quality of the product also has a red star endorsement. So the Red Star customers are tempted, they start to buy.

Worse, the Red Star Electric business imitation Beauty lele behavior, in a step-by-step corrosion of Red Star Line shopping malls high price system, will eventually lead to the collapse of the traditional price system, which led to the collapse of the Red Star Mall.

So I said: the traditional home channel to do online mall, not to consider the growth of Home shopping History window is still the premise of the existence, only when the offline shopping malls have been routed, or the traditional channels at their own line of the market to beat the rout of the situation can be successful.

Obviously, Red Star offline shopping malls currently do not meet the above two conditions, so hongxing electric business imitation beauty Lele can not be successful.

The Dead body! of the shopping mall under over line Traditional home shopping malls to revolution, the first will be leather their own lives. So the revolution will not succeed.

In layman's terms, the traditional home channel to do online shopping mall, is the right-hand and the other Bo. I said it was more like strangling myself with my own hand, which is impossible.

Against the revolution in the name of the revolution

Since the revolution fails, it is a counter-revolutionary. To be more precise, it is against the revolution in the name of Revolution.

This is what I have been advocating the "traditional home shopping malls of the electronic Business", the purpose is to market the development of electric dealers to boycott the traditional channels of the attack. So this is "against the revolution in the name of the Revolution".

From a strategic point of view, the development of electric business has only one basic goal for traditional channels, that is to enhance the core competitiveness of traditional channels. This point of view may not be understood at once. But this year double line below the channel direct confrontation, this basic goal can be translated to the "when the cat continues to attack the mall next year, what the mall to resist?" answered the question.

Traditional channels must be electronic business, the development of electric dealers must resist the attack of online dealers, must be in the name of Revolution to counter-revolutionary.

And the development of the online independent Mall of the so-called "doing electricity quotient" is different, the traditional market electric business is to build the line under the shopping mall as the core to create a new online integration of the market operation system, so that the traditional market marketing function of electronic business, so that traditional shopping malls plug in the electric quotient wing.

The core of the competition between the traditional home channel and the online electric dealer is the competition of the Home factory distribution system. Online dealers want to break the existing home factory distributor system, while traditional channels want to retain more of the existing distributor system. The electronic business of shopping malls may be the only viable competition strategy in traditional channels.

Through the market electric business, traditional home channels will effectively enhance their competitiveness, in line with peer competition to win more living space in the competition with online dealers to win more time to carry out the strategic adjustment of business projects.

Red Star recently launched the Aegean Integrated shopping Center, is such a strategic adjustment planning. According to the introduction, most of the Aegean shopping malls will be transformed from the Red Star home market. The electronic business of hongxing market will win more time for this strategic adjustment.

In his proposal to the home factory, Mr. Chei asked the factory not to produce low-priced goods for sale exclusively on the Internet. It seems unrealistic. It is understood that the United States Lele already in the domestic first-line home brand manufacturers on behalf of processing its products, which will greatly improve the beauty Lele product quality.

If a traditional home shopping malls do not meet the needs of household consumers through the electronic business, and thus to meet the development needs of home factories, will be offline to give way to other implementation of the electrical business Home shopping malls, will be more market space to give way to the online electric business platform.

Therefore, for the traditional home shopping malls, the development of the electrical business is necessary, and must be realized through the Mall of electricity.

Double 11 online Incredibly electric dealer, may be currently the only direction to the market for the development of the traditional home channel of electricity. We expect the Red Star electric operators to be on the right track as soon as possible.