Discussion on O2O mode of household electric dealer

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

It is acknowledged that the development of electrical quotient in household industry is backward. To explain the reasons for this backwardness, one is the non-standard characteristics of household goods, the need for the real experience of the line, and the second is home goods need after-sale distribution installation Services. The above two reasons determine the home electrical business to go O2O mode. O2O from English online to Offline, that is, online to offline. In other words, the development of home electrical business needs to get through the line to the offline access.

People may have been accustomed to O2O mode, perhaps many people think that the O2O model has a better understanding. Fact。 As far as the household electric power quotient is concerned, the O2O mode has many forms, and there are even competition relations among various O2O modes. So, it is not much significance to talk about the O2O mode of the household electric appliances in an abstract way.

Let's take a look at the main O2O of home electric business model:

First of all, we first look at the traditional home electric business development encountered problems: goods online sales, but can not achieve offline distribution installation Services. Or vice versa: consumers because there is no line matching the distribution of installation services, so do not want to buy online shopping home goods.

We know that following the electrical appliance department stores to develop the logistics system, is unable to solve the household goods under the line distribution installation Services. Therefore, the establishment of a professional home logistics system has become the traditional pure online household electrical business development imminent event.

With the traditional home enterprises to join the ranks of the electrical business, the problem becomes more prominent. Traditional household enterprises to do electricity, the original can use the line of the dealer system to complete the line of household goods distribution and installation services. However, because the dealers of the enterprise generally see the business behavior of the traditional distribution channel is a threat, so very reluctant to cooperate with the enterprise online distribution after sales of the installation services. As a result, the tangle of traditional home enterprises began to look for third-party distribution installation Services to complete from the line to the line of home electric O2O Road.

Along with the further development of the home electric dealer, to this I call "the online sale, under the line third party distribution installs the service" the home electric business O2O pattern demand also increases correspondingly, especially many hopes to depart from its original dealer system to develop the electricity merchant's traditional home enterprise to join, this kind of O2O pattern is also developing rapidly in the application. "

There will be a corresponding service in the market. In recent years, with the continuous development of electric business, there are some special services for the home electric operators of the offline distribution installation company. But on the whole, these companies are small, not strong, limited service areas, services are not standardized, and so on. It can be said that the offline service capacity of the shortage, seriously affecting the home electric dealer online sales.

It is worth mentioning that Haier's daily shun home logistics. Haier use of its original home appliance distribution installation Service system, quickly established for this O2O mode of service home logistics services, can be said in a night to become home electric business industry by the attention of the stars.

Haier Daily Shun home logistics services, the first is the endorsement of Haier, provides a line of household goods distribution and installation services for the safety of the logo; Haier's original more than 2,200 service outlets, not only let more consumers have the reality of the possibility of buying household goods, but also let home enterprises more willing to choose Haier as its offline distribution and installation services of Third-party service providers; Finally, Haier is concerned about the quality of corporate genes, more people believe that the quality of their services. It is said that Haier Day Shun has been assisting the relevant State departments in the drafting of household goods distribution installation Services operating norms.

The key to the success of the O2O model of "online sales, offline third party distribution and installation Services" is to reduce the demand for household goods in real-world consumer experience. At a related seminar, I pointed out the way to help reduce the physical experience of the home: first, the commodity brand, the second is the standardization of commodity materials; third, the distribution of installation Services standardization.

The second type of home electric O2O is familiar with the "online call, online experience and buy" network Group buying mode. When it comes to this model, it must be mentioned that the pioneer of this model is the net. Therefore, this kind of O2O model is often called the Qi Jia mode.

Qi Jia Network is a pioneer of home electrical business. But interestingly, in the "orthodox" of the electric business, it seems that the net of this O2O play the Internet content is not high, after all, the big head is still online, so it is also known as "pseudo-electric business." But to the shame of those "orthodox" electric dealers, the net (and other companies operating in the O2O mode) are making money all the way. So, and do not say this O2O mode is "pseudo power", but it must be "real business."

However, this O2O model has a fatal weakness: poor replication. Because each place's network environment is different, the home decoration consumption custom is different, as well as the household commodity brand dissimilarity, therefore this pattern in the replication promotion encountered the very big difficulty, its success possibility, basically relies on the leadership certain region to carry on the network buys the manager's comprehensive quality. This also explains why home electric business development at the same time, but more and more rare Qi home O2O mode figure.

The third type of home electric business O2O mode is the United States Lele mode, this is a "online shop sales, offline shop experience," The home Electric Dealer O2O mode, which emphasizes the offline kind of experience.

In the American Lele O2O model, people's judgment that "the home commodity needs the physical experience" has been fully fulfilled. The original is Amoy brand beauty Lele, in the establishment of independent websites and online experience shop, the development speed is extremely rapid, 2012 years opened 137 online experience shop, sales nearly 1 billion. 2013 also doubled the number of experience shops by almost an average of one new store a day. Sales are expected to reach 2 billion this year.

And Qi Jia O2O mode is different, the United States Lele O2O mode of replication is indeed relatively much easier. A experience shop operation manual, may be the United States Lele Experience store copy the core content. It should be said that the United States Lele in its development on the road, has gone through their own O2O mode. This may be the only O2O mode that has hitherto been accessible and can be replicated in large numbers.

The fourth type of household electric dealer O2O mode is trimebutine once implemented "online sales, offline dealer shop experience, purchase and distribution installation Services." This model has achieved some success in practice, but also encountered a lot of problems, so trimebutine now began to consider the first O2O mode.

Another custom-made furniture for the merchandise home with a new home network, also belong to this O2O mode. It is determined by the requirement characteristics of its door-to-door measurement.

Finally, it is worth pointing out that the traditional shopping mall may adopt the O2O model. This model is not yet implemented, so it is a future model. I always think that the only way for the traditional channel to develop the electricity business is to integrate online, the online shopping mall will be mapped to the line, so that it can at least to some extent to resist the power of the traditional channels of attack.

This traditional mall line under the integration of the O2O model is more complex, it contains the O2O model of Qi Jia network, but also contains the United States Lele-style offline experience of the O2O mode, there are dealers to implement the operation of the line under the O2O mode. At present, incredibly the home of the implementation of the electric quotient scheme, compared to this line of shopping malls online integration of the O2O mode.

It can be seen that this O2O mode is a direct contest with the O2O mode of "online sales, third party distribution and installation Services". So I also said that the development of home electric business is actually the game of distribution system of production enterprises.

It is worth pointing out that this O2O model may only delay the decline of traditional home channel, and can not fundamentally solve the inherent drawbacks of traditional channels. For this, traditional channels and traditional distributors should have a sober understanding.

Finally, a few more words: 1 The so-called O2O model, may be only a phase of the product. When the line is fully fused, the boundary between the two o will become more and more blurred, and there will be no "2" up; 2 no O2O mode is the best and no model can completely conquer other modes. The final result is that many O2O modes coexist and complement each other; 3 the electronic business process of household enterprises is to a certain extent the choice of O2O mode and the reengineering of business process; 4 Household goods Sales is not an independent process, but a part of the process of home decoration consumption. Therefore, O2O is not the essence, the essence is to enhance the process experience of consumer decoration. In the future, the game of home electric dealers may be O2O in the level beyond the household electric power quotient. That is the home improvement electricity dealer.