Analysis on the development mode of home electric business

(This article is published in "Home Wired" magazine.) ）

At the end of 2012 I gave a traditional home channel shopping center General manager of the training of home electric business, summed up the status of the development of household electrical business is "on the line down, offline." 2013.5 years later, the development of domestic electrical business stagnation has not changed the state of the fundamental change, is still "on the line, not on the line."

The reasons for the sluggish development of home electric business, probably earlier discussed, the core is that household goods are non-standard goods, serious needs of the offline physical experience. As a result, there is a home electric dealer must follow the O2O road theory.

This should also be my so-called "online can not get down, the line is not going to" the argument. Because the O2O, or the line down, or the line up, the two must have one.

However, in 2013, although the overall situation of household electrical appliances has not changed, but still have enterprises in development, there are models. This is briefly described in one or two.

A． Beauty Lele

First of all, of course, beauty Lele. Beauty Lele is the original Amoy brand, and then walked an unusual way: in the acquisition of venture capital began to open a large number of online experience shop. Open shop speed is crazy: April 11 in Chengdu opened the first experience shop. Then in nearly a year's time, the United States Lele online experience shop increased to 137, covering 26 provinces and 4 municipalities in the country. 13, the United States Lele continue to open a high-speed shop layout, in May June two months, almost on average every day a experience shop opened. As of July 23, 2013, the United States Lele online experience shop Total has reached 213.

Beauty Lele Online experience shop generally around 500 square meters, mostly in the outlying areas away from the city center, store rental costs are also relatively cheaper than traditional home channels. According to the United States, Lele CEO of the United States, the U.S. Lele experience shop average of 5% to maintain, far lower than the traditional home channel rental ratio.

Beauty Lele through the online experience shop layout, out of a differentiated home electric business development path. It can be said that the rapid development of the United States and Lele fully embodies the development of the home electric business need to live under the real experience of the conclusion: one is the United States Lele become the original Amoy brand home electric business development of the most rapid enterprise; the second is that the United States Lele has actually started to collect the value Because the United States Lele commodity prices are basically higher than the price of the corresponding products cat.

Another two important data to mention: One is the United States Lele online Experience Shop is basically able to make money, this from the United States Lele recruit experience Shop This move can be clearly judged. This is critical, because if the online experience shop can make money, then the United States Lele offline expansion speed is not under the pressure of capital; the other is that the vast majority of the trading is done online under the experience shop. This shows that the United States Lele online experience shop in the sales link does play a very important role.

It should be said that the United States Lele basically is to go through their own unique O2O business model.

Two． Daily Shun Home Service

Daily Shun Home Service is Haier's franchise home distribution and installation of logistics companies, relying on Haier's original home appliance Installation service system, almost overnight become home electric business in the attention of heavyweight players.

I quote the following data to illustrate the importance of daily shun home Service for the development of household electrical business: According to the survey, Taobao 50% of the buyers because the furniture can not provide distribution and finally give up the purchase, 50.7% of the users in the distribution of the biggest problem is not installed services. In the day cat cooperation of nearly 10 home logistics providers, distribution installation only covers less than 40 cities.

One of the reasons for the difficult development of home electrical business is that a considerable part of household goods, especially furniture, needs to be sold after the distribution installation services. Traditional household enterprises to do the electrical business, this can be through its traditional channels of distributors to complete this task, but encountered great difficulties. Because the development of the electric business is essentially the transformation of the traditional channels, coupled with the failure to establish a reasonable 2048.html "> Benefit distribution mechanism, the dealers in the traditional channels of home enterprises instinctively resist the sale and installation services from the electric dealers."

Therefore, whether it is a pure electrical business household enterprises, or traditional household enterprises to do electricity, all need a third party home logistics to complete the home sale of the "last kilometer" service. Daily Shun home Service came into being, relying on the endorsement of Haier and the original home appliance Distribution Installation Services system, to become home electric business "grounding" service of the most potential competitors. This is also the first line of traditional furniture brands such as family, trimebutine, Zhi Hua shi, friends, and other daily Shun home signed a national strategic cooperation agreement deep reason.

The development of home electric business needs to rely on O2O mode, perhaps this has become a consensus. But how O2O can have many forms. Relying on the third party home logistics services to complete the sale of the distribution installation, it should be the current pure household electricity dealers and hope not to rely on traditional channel distributors of traditional household enterprises to do the only choice.

We may need to understand the importance of home service such as day and day in such a big background.

Three． Tu ba Rabbit Net

This is a new website that has come to people's eyes. What it does is very simple, is the platform for home improvement: Consumers bidding on the platform, home improvement company bid. In fact, this matter (home project tender) Other sites are also doing and may have done earlier, but the Turkish rabbit focus on this thing, positioning clear, so rapid development.

The importance of the development of the 9:00am was illustrated by the comparison of a group of Alexa traffic data (July 16, 2013). (Although the Alexa traffic data is not very accurate, but still can explain the problem in general.) ）

Qi Jia Net

Tu ba Rabbit

Beauty Lele

UV

288,000

135,600

157,800

PV

1,468,800

2,644,200

836,340

QI Family Network is worthy of the old home electric dealer, daily average UV is still far ahead, the Goson Rabbit, the daily average UV has been comparable with the United States Lele net. However, if you know the inside of the word, you will be aware of the home network and the United States Lele UV mostly from a variety of online promotion, and the rabbit is rare online promotion ads.

If only rely on natural flow can be in a very short time to catch up with a large number of promotional investment in the old strong-house power, it is! And more is its per capita PV value, up to 19.5, is the net and beauty Lele 3 times times more.

I have in an article entitled "Home Electric Business channel marketing chain analysis," the article points out: the future of home electric Business competition strategic commanding Heights, is the entrance of domestic consumer online traffic. The Turkish-Rabbit network, which includes many imitators and competitors, seems to be the gateway to the consumer of the home improvement.

Of course, the current information integration of the rabbit and the later profit model, there are still many deficiencies. This provides a chance for the latter.

It should be said that the development of home electric business has just begun, the new business model will continue to appear. We will pay close attention to the development of home electric business, for our readers to provide timely and unique analysis.

(This article is the original, only representative of the personal point of view.) All rights reserved, reproduced or quoted please indicate the source. ）