Home Electric Quotient net buys the scale to increase 249%, net buys the rate achieves 17.5%

Absrtact: O2O mode (refers to line to line) is undoubtedly the traditional home industry 2014 years of key words. Compared with other traditional industries, the traditional home O2O started late, the development is still a long road. According to China Electronic Commerce Research Center anticipates, by 2015, our country home building materials product

"O2O mode" (refers to line to line) is undoubtedly the traditional home industry 2014 years of key words. Compared with other traditional industries, the traditional home O2O started late, the development is still a long road.

According to China Electronic Commerce Research Center anticipates, by 2015, our country household building materials product electronic Commerce Scale will reach 205 billion, among them, the net buys the scale growth 249%, the net buys the rate achieves 17.5%. Industry insiders believe that home electric dealers will become apparel, 3C digital next gold mine.

Rapid development of O2O model

The traditional household industry mainly refers to the home decoration and building materials industry, the real sense of "O2O mode" exerting force is nearly two years of things.

In December 2014, "2015 O2O the future development of the Road" theme Forum, the industry insiders said frankly, "maybe two years ago when we mentioned O2O, basically there is no resonance, and even as a heterogeneous." But if you don't mention O2O this year, you'll be treated like a freak. ”

In fact, regardless of home decoration industry or building materials industry, are closely related to the development of the real estate industry. According to relevant data, in the 2012-2014-year period, the National commercial housing sales area from 2012 to 2013 to reach the peak, the rise of more than 45%.

However, in the gradual growth of market demand, the home decoration industry still can not break through the chaos of the situation, building materials household industry channel changes are caught in a dilemma-the traditional large stores inefficient, channels need to be updated.

2012 China's largest building materials home store sales for the year 1.25 trillion yuan, down 2.46% year-on-year, 2013 sales of 1.25 trillion, almost no growth. In addition, coupled with the traditional industry net increasingly white-hot, O2O model has become a traditional home industry inevitable choice.

"O2O is to use the Internet to transform the traditional distribution channels of the process, to achieve online integration, improve enterprise efficiency." Tang, chief expert of China Home Electric Power Research Institute, told reporters.

According to the Speed Research institute data, the current household net purchase ratio is the highest in Japan, accounting for 20.5%, our country currently accounted for only 3.4%. The gap shows that the domestic electrical business model is still in the development stage, and as the home electric business model-led home O2O mode is still in rapid development.

According to the China Electronic Commerce Research Center statistics, 2013 Household industry online sales scale is only 70 billion yuan, busy under the market 3.9%, 2015 is expected to reach the scale of 205 billion yuan, equivalent to 3 times times the 2013 scale. Guotai analyst Zhang Kun that: "Home industry online sales in recent years is expected to achieve a continuous doubling of rapid growth trend." ”

Capital to test water

Since 2014, Guangdong province, a number of domestic listed companies have tried water o2o.

March 28, 2014, Yi Hua Wood Industry Bulletin, the company with the United States Lele Co., Ltd. formally signed a strategic cooperation agreement to create a new model of O2O open platform. "At present, the company has only 13 direct stores into the O2O layout, but these stores in terms of quantity and urban coverage is still inadequate." The company chooses beauty Lele In addition to pay attention to the platform's customer flow strength, at the same time to see the United States and China Lele to the Platform model transformation of the opportunity to achieve both channels and flow sharing, can be suitable for wood products to provide more offline experience opportunities. "The director of the Yi Hua Wood industry said to the reporter.

November 12, 2014, Seagull Sanitary Bulletin said, the company introduced Qi Jia Net as a strategic investor, to achieve O2O operation mode. Seagull Sanitary 2013 Year report shows that the company's overseas revenue accounted for 84% of the total revenue, with the United States and the European Union economic recovery, the company needs to further expand overseas markets, to borrow Qi home network O2O Platform for its overseas customers to provide electrical business services, and further strengthen customer relations.

Seagull Sanitary Ware Chairman Tangtaiying recently said, "abroad there are some annual sales of 2 billion to 3 billion yuan sanitary brand, in the local market has a high visibility, but also want to enter the Chinese market." Haio's electric operators will aim at this market, provide the domestic electric business Operation service for these enterprises, and promote the partnership between the seagull bathroom and overseas customers by sharing the platform of the home network. ”

In addition, 2014 first into the Cat O2O platform of Sophia, in 2014 "Double 11" period began to push popular products. According to the official statistics of the cat, Sophia "Double 11" O2O venue sales exceeded 180 million yuan.

According to the data, Sofia has been sinking three or four-line city distributor channels since its 2011 listing, with sales of its dealership stores up to 90.96% in 2013. Distributor service is the core competitiveness of Sophia, and into the cat O2O platform is to "drainage" to the offline distributor.

"2014 Days cat ' double 11 ' O2O project, only our terminal digitization one of the projects, follow-up will have more O2O try." Sophia's official told reporters.

Which model is more mature?

The industry has never stopped discussing the O2O model, but there is no conclusive conclusion. "It's too early to define how the home industry O2O." Whether it's the cat model or the big platform model, consumers will have rapid growth in the short term, but it is not clear whether it will continue to grow. "Cool Mangu President Yang told reporters.

In fact, at present, many enterprises in the industry for home industry O2O mode of cognition is still in the initial stage. Yang said, "The electricity business inside the household industry, is not the channel but the thinking way." The essence of business is people, who can reach consumers through a variety of channels, depth to provide consumers with the ultimate product and service is the future trend of development. Whether it can provide consumers with the ultimate service, to a certain extent, become the traditional home O2O mode of core competitiveness. ”

Sophia understands this, and the service capability of the offline distributor has always been the core competence of Sophia. It is reported that at present, Sophia has a total of more than 1500 stores, 2014 "Double 11", a total of more than 1300 participate together. Sophia also revealed that the number of stores in the company will increase to 2,500 in the next two or three years.

Prior to that, Sophia General manager Ko Jianseng in the 2013-year performance note that, because the service links more customized wardrobe, online direct sales of the possibility of low, so the current stage O2O mainly promote brand role.

This shows that in 2014, "Double 11", Sophia and the cat's idea of cooperation is mainly to rely on line for offline drainage, to provide incremental customers, and the cat does not participate in this sales link, only to play "O2O" concept and provide search information window. In this connection, the relevant industry concerns, the Cat wants to launch the "O2O" concept and free for Sophia to do publicity, but it can not be drained online, cannot earn back points, such a model will not be long.

Seagull Sanitary and Qi Jia Network cooperation mode is also widely concerned by the industry. From the map of cooperation, seagull bathroom as a supplier, but also provide door-to-door measurement, delivery and other services, but also for hardware, ceramics, ceramic tile brand operators to provide operational services, more diversified service types. However, the O2O model of seagull bathroom will be how the future, no one dares to make a conclusion.

In fact, 2012 years of traditional household industry from net until 2014, the main route is to take the traditional electric operators mainly--in the days of the Cat open shop or proprietary website, so the industry has not been a breakthrough.

Beauty Lele Brand director Panshou to reporters: "The most ideal O2O mode is closed-loop mode, is through the line of ' drainage ' to the offline, offline experience and consultation, and then ' drainage ' back online payment, sharing. ”

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