Home building Materials Industry 2013 electric Business prospects

If the traditional industry has a blue ocean, the home building materials industry may be only one of the few industries. In other sectors of the electric business boom has been in full swing, home building materials industry, the process of electronic business still seems to be only listen to the thunder of rare raindrops. In 2013, however, the thunderstorm seemed to change completely.

1. The beginning of the new Year line under the same hair

Beginning of the new Year, home building materials industry, the development of the news is quite frequent:

Jingdong Mall and Sina home on the official release of strategic cooperation upgrade Plan: to build Beijing's owner installed channel "Home city", the end of February officially online. The first cooperation between the two sides was at the end of last October, and the cooperation has been expanded in scope and strength.

Traditional home building materials distribution channel business Incredibly home also set up a specialized E-commerce company, is said to be scheduled October 1 online. This is the industry giant Red Star Mei Kai Lung last year, "electric shock" after another traditional distribution channels to try E-commerce.

To network group development of home building materials Decoration Electrical Network has just also revealed that already with the Orient home signed a cooperation framework agreement, and the acquisition of Oriental home part of the store, plans 2015 out of 100 online experience shop, this year will be the first to open 25.

Again, the cat home in the fourth quarter of last year began to integrate household building materials online shopping "last kilometer" service chain, trying to get through home building materials online shopping line under the key barrier.

Another news, on the one hand, to furniture manufacturers as the representative of the production enterprises began large-scale test water e-commerce and its leaders have begun to appreciate the great potential of network shopping channels; On the other hand, many traditional distribution channels have also begun the process of electronic business, in addition to the aforementioned Red Star Mei Kai Dragon, incredibly the home, including moon Star Furniture, Ji JSWB, Golden Seahorse and so on.

It seems that the home building materials industry is about to open the electric business war. 2013, home building materials industry is destined to become a network shopping drama in an indispensable play.

2. Industry and product characteristics lead to electrical business difficult to do

Home building materials industry in the process of electronic business lags far behind other industries, the root cause is determined by the industry and its product characteristics.

One of the difficulties: traditional distribution channels of home building materials difficult to break through. Home building materials enterprises have traditionally used a geographical division of the Layer Agent agent model, each dealer has a strict division of the agent region. And the net buys to break down this kind of regional division of agency system fundamentally.

In solving the contradictions of the old and new distribution system, the production enterprises are hard to get rid of the shackles of the existing traditional distribution system and separate from the existing distribution system. A few strong brands in its dealer system in the game although won the first array, but the game is still in the delicate, forced to implement the line under the "dual-track" in the operation of a number of problems, is still the production of enterprises and their distributors are the focus of mutual game.

The difficulty of the second: most products need to be online pre-sales after-sales service. In fact, the various industries have traditional distribution channels and distribution areas of the problem, and this problem in the home building materials industry is particularly prominent, and even seriously affect the industry's electronic business process, the important reason is that many of the industry's product sales, must rely on the traditional dealer system for pre-sales and After-sale series of services. For example, kitchen cabinets, in the early stage of decoration needs to be first measured to determine the location of the pipeline and line, and then two precision measurements, and then according to the measurement data customization, and then door-to-door installation. This complex process, not distributed around the distributor system can not be online through the Internet to achieve the individual. The same problem is the aftermarket installation of complex furniture.

The difficulty of the third: market prices can not be unified, difficult to transparent. Home building materials industry product prices are not uniform, nor transparent. This and online shopping requirements of the "there is a picture of the truth" has a serious conflict: the price is too high, the net purchase does not occupy the advantage; the price is too low, those who have to make a profit at the price of the regional distributor will rebel. Therefore, the solution of home building materials commodity on the Internet price problem, is the industry in the process of electronic business is a major challenge.

The difficult part: the physical experience is still the key to sales. A simple list of reasons: 1 customer unit Price is high, do not see the kind of not at ease; 2 non-standard products (this word in the home building materials in the electronic commercial article will be frequently mentioned), need to see the sample; 3 The most important, home building materials consumer purchase is a feeling, especially furniture. This is a fatal hurdle for net-buyers, and for traditional channels, this is the perfect defense against the Power dealers ' attack. In attack and defense, who can Zhuluzhongyuan, we wait and see.

The difficulty of the five: because of high logistics costs and increase the risk of purchase. Imagine buying a combination of sofas, or buy a suite of bedroom furniture, from the production base through the logistics to you, temporarily do not consider the above statements of other issues, if you are not satisfied with what to do? Return, and do not say complicated packaging and its cost, single round-trip freight may be good thousands of. Are you willing to take the risk?

Home building materials industry, the process of electronic business is difficult.

3. Watch O2O mode but still confused

People put the industry's development of electronic business, pinned on the O2O mode. It should be affirmed that: home building materials industry in the development of electricity, compared with other industries, there should be a clear difference. This distinction is embodied in the O2O model.

Although everyone agrees with the O2O model, the O2O pattern that everyone understands is different. Therefore, we will have a special article to discuss the home building materials industry O2O mode.

In addition, different channels, its O2O mode is not the same, the way of implementation are different. What are the problems that different channels have encountered in the implementation of O2O mode and what solutions should be available? We will discuss each of them in the future.

The O2O model is wonderful. However, the O2O road is still difficult and confused. Quote an old saying: The future is very bright, the road is tortuous, comrades need to redouble their efforts.

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