Branch treasure cabinets give up electric dealers sell goods home electrical business dilemma difficult to break

"Editor's note" billion power network recently about the Department of the Cabinet to change the Electronic business strategy, stop selling the model of the report, causing concern and in-depth discussion in the industry. In addition to the strong brand regional, complex purchase process, low repeat purchase rate, logistics after the demand for higher home decoration category of the industry particularity, the existing basic mode of electrical business has also become a hot topic of discussion.

It is reported that the Department of the Cabinet in 2013 will no longer the day cat and other electric platform as a selling channel, but as a promotion of the offline sales channels, such as online sales coupons, to attract customers to offline consumption. After the pattern change, the user will not be able to purchase the product directly on Taobao.

A number of people in the industry said that the current mode is based on the department store product construction, the transaction process is simple, direct, this model is not suitable for the complex type of home decoration industry. Wang Sunying, general manager of household Business Department of ABV Management consulting Organization, thinks that the key of home electric business lies in the choice of mode, not all categories are suitable to adopt existing electronic commerce mode.

Some people also put forward the suggestion of the home electric dealer, such as based on regional market, coordination and the interests of offline distributors, distinguish between standard and non-standard products.

Billion power network collated a number of people in the industry's opinions and suggestions, excerpts are as follows:

The bottleneck of home electrical manufacturers

1, home decoration category of the industry special day cat Home class one of the current person in charge @ Wei Qi V: The Chinese market is too big, home furnishings are more regional brands. In several big cities outside, Ke Bao basically nobody heard. This is in addition to the logistics distribution installation, home decoration industry a bottleneck.

Billion Power network COO Liu Yan:

Cabinets need door-to-door measurement and measurement (pure customization of production), simple online sales can hardly be suitable for such enterprises, the development trend of its electric business is likely to be online under the virtual design into the line after the on-line measurement by the merchant to give the design model, by the user to select their own online plate, the last line on the list, may be a way of such home enterprises. However, this type of user short-term repeat purchase rate of 0 opportunities.

Vice president of Operations, Gu Jianching:

The critical point of the home electric dealer depends on whether it can provide personalized products and whether there is perfect after-sale service.

The current mode of electrical business is suitable for apparel FMCG, not suitable for furniture products. Furniture products consumer demand for appearance is much higher than home appliances, subdivision more obvious; At the same time, furniture products after sales than home appliances complex, long delivery cycle, logistics costs higher than home appliances; consumers experience the desire of products, not a picture can make consumers determined. Furniture products are really not suitable for the current electric business model, is IKEA in the shop to sell the most or home accessories, small pieces.

Zhu Jizhi, executive vice president of the Department of Core City:

Taobao and the cat's simple trading model, not suitable for such a complex product of the electrical business channels.

Senior electrical Business Person Zhong:

I see from this thing: 1. Taobao and the Sky Cat platform architecture is based on department stores, home installation industry adaptability. 2.O2O is just an electric dealer.

Fu Lu ge paint Trading (Shanghai) Co., Ltd. Marketing manager Liang:

At present, the electric business is still in the low-end category of competition, the target group is sensitive to price, while the high-end category more care is the service and experience, the price is second, when the electricity quotient can not reflect the advantages.

Second, the home to install the industry to do the electricity business suggestion

1, it is advisable to do the regional market power industry @ Old Navy: Home decoration category goods are mostly not suitable for long-distance transport, only to do the regional market, not to play the advantages of electricity.

2, offline outlets is the key to after-sales service

@ 庒 Wenjun: The holy Elephant flooring also needs to be measured and installed, but the overall online electrical quotient is doing well. One is more outlets, the second is the network of distributors can be online orders to obtain profits (installation fee), so willing to help service. Cabinets compared to the floor may be more complex, another branch treasure positioning is relatively high, Dot also not so much.

3, accurate decomposition line, line

Zhu Chunjing, customer director of Beijing Information Technology Co., Ltd.: If you subjectively want to complete the whole shopping process online, that is bound to increase the customer "participation" threshold, if you can accurately decompose the line under the section, only the line on the online, it will be able to reduce the customer "participation" threshold, in the middle of the artificial integration line , through the whole shopping process, the overall ROI can be improved, this may be O2O bar.

4. Distinguishing between standard and non-standard products

@ Zheng _ is not only the exhibition: Most of the home decoration products belong to the household! Consumer electric business model, not suitable for part of home furnishings, but does not represent all, such as paint, wood flooring, curtains, wallpaper and other such construction requirements are not harsh products can! Of course, buyers and sellers of product specifications to unify the standards, communication to be in place!

5, the early stage must cultivate the user custom

@ Zhi: For 5 years to burn money, "brand image" promotion, "Sales Model" promotion, "Purchase behavior" promotion, everything has become man-made natural, customer natural "habit" online purchase. Habits are "raised".

6, network brand or more advantages

Times Peace Mall CEO Zhou Yuxiang: The tipping point of home appliances is a furniture brand whether from the network. Most of the furniture is from traditional stores, so it is difficult to overcome many problems. According to the practice of Livi, the above several major categories of problems are not too big problems, and look at the reverse or backward solution. We firmly believe that the essence of looking for furniture and the essence of electric power combination, but it is very difficult to find both, the furniture electric business has an absolute opportunity.