Focus on professional to return to the nature of the electric business Channel

2011 is the power of the Great Leap of the year, take the "hardest hit" home appliances industry, Jingdong Mall a ride of dust, traditional large channel business swarmed, electrical manufacturers have "sword from the palace."

From the scale, Jingdong Mall, Suning easy to buy ahead, Gome Mall is exerting force pursuit. and the traditional manufacturers, such as Shuaikang, Hisense, Ox, Haier and so on have since built electric business channels, trying to win the opportunity in the electric business channel. From the operation of various types of electrical shop, there are the following problems:

1, redundant construction, waste of resources. The traditional enterprise builds the channel, the talented person, the technology, the management all has the bottleneck, in recent years the electric business talented person, the logistics price all the way bullish very explained the question.

2, the price war intensified, the new channel has not produced new value. New channel Business (Jingdong Mall, Dangdang, etc.) in order to enhance market share, the establishment of channel eldest brother status, and constantly launch price war. The traditional channel business for fear of losing territory, not to be outdone. Therefore, the electric business channel is not like the legend, through the integration of value chain relationship to save costs to reduce prices, the new channel to become a loss of money channels, lose profit to make a yell.

3, trifles, new channels to become the capital of the racetrack. Although the capital for the new channel has the promotion function, however the primitive nature of the capital makes the electricity merchant become the battleground of the channel merchant, the Real factory faces "very hurt" in this field.

From a deeper level, home appliances companies choose to build their own channels, from their traditional channels in the field of a permanent pain-channel throat by the store control, lack of autonomy in the channel. For example, in the traditional channels, Gree has chosen to build its own store channels, to get rid of the control of the store channel. Therefore, home appliances enterprises in the understanding of the electrical quotient, said that the essence of the electricity business is retail, both logical and seems to have a profound meaning.

In contrast, mobile phone manufacturers to network channels to choose another way: self-built channels, channel outsourcing. For example, Nokia, Motorola, Sony Ericsson, Dopod, HTC, and so on, have invariably outsourced the electric business package to a company called Hing Long letter Tatsu Professional electrical business outsourcing services. This mode, domain name, site belongs to the enterprise itself, the contractor will be the site construction, Taobao Mall maintenance, call center, logistics system, customer relationship management system, customer service personnel, media promotion and other related matters Taibaodalan, a force. Some people in the industry call such services "business", that is, "you work, I trust" means. and the Home Appliance business outsourcing service provider-hing long letter Tatsu has been low-key to do for 10 years, in the electricity market, the founder of the Lei only suddenly dawned: the original has become a very fashionable and the largest supplier of electrical outsourcing.

Last month, attending an industry gathering in Shanghai, the former chief executive, he mysteriously said: "For enterprises, the electric business channel is to run and outsource two ways." It is difficult to make a big deal, especially the problem of people. Outsourcing is relatively simple and quick, but if you want to go out and do it again, you will be confronted with specific problems such as talent.

Compared to the electrical appliances in the field of electricity and mobile phone field of the different situation, we can see the current brand enterprises in the electrical business channel specific problems:

First, the rapid development of electric business, enterprises have to pay attention to the construction of new channels. Channel is the lifeblood of business, in the new channel behind, meaning the survival of enterprises crisis. Therefore, the manufacturers in the new channel layout at all costs, regardless of conditions are not necessary to horse.

Second, to the channel business is fearful. In the traditional channels, not to Suning must go to gome, not to the United States will go to Suning. To channel business and love and hate, love and hate intertwined. Is it, in the Internet channel, even if left Su Ning, Gome, but also must choose Jing Dong, when?

Third, the construction of the channel is relatively difficult. Since the establishment of electric power channels, investment, talent, technology, logistics, warehousing, management are not the past, not to mention their own construction of such a large set of system how much significance? From the current situation of the electric business, the establishment of electric business channels is not building the site and then build a hundreds of-person team so simple. Technology, management, operation, promotion of every detail requires a high degree of professionalism, enterprises to establish such a system is not two years is absolutely not.

Iv. the establishment and outsourcing of electrical business channels is not only a "quick-impact rescue pill". Since the establishment of electric power channels to meet the enterprise "security" demand, similar to hing-long letter Tatsu professional outsourcing company to meet the cost, speed, space and many other demands. However, Low-cost, high speed, large space is not the whole channel layout strategy, more importantly, enterprises can be more focused on their own professional field, through the social division of Labor to enable professional people to help themselves to do professional things.

For enterprises, only focus can be professional, to be able to afford, must first put down.