Household building materials traditional channel electric business development mode

When it comes to the mode of electrical business development, it is impossible to avoid talking about the mode. This paper makes a simple discussion on the role and implementation of the business model in the development of traditional channels of household building materials.

1. Why is the Business-to-consumer?

This is a seemingly simple, but not simple, question.

Because the platform (also known as B2B2C) that we talked about with our previous articles, it seems to be the two basic options in the development of the electricity quotient. We see Jingdong did the business, Suning easy to buy also from do the start, the earlier Dangdang is also a customer, where customers also, and the industry's beauty Lele ...

The business is popular among electric dealers.

And looking at the development trajectory of these electric dealers, they almost invariably first to do the business and then began to do platform.

Therefore, the traditional channels of home building materials to develop electricity business, will inevitably think of such a question: do we need to be a business-to-consumer? Do we do it first, as a business-to-consumer or as a platform?

Say is not simple, is because perhaps the traditional channel of home building materials should first ask: why do we want to do the Business-to-consumer? Should we be a business-to-consumer?

2. The things that you do

Jingdong is a business-to-consumer, because it started small, not qualified to do platform, can only do the Business-to-consumer.

Suning is starting to be a buyer, because this is their old line. Although the actual operation of the real store under the Suning line is not a strict sense of the company, but in the platform and the classification of the company, Suning's business should still be attributed to the company.

The average electric vendor started out as a business-to-consumer. Because of the small, not qualified to open the platform. Even if the platform is open, no merchant is willing to come, because there is not enough traffic. Therefore, the operator of the electric business in the ranks of the dominant position.

What is a business-to-consumer? Frankly speaking, the business is to open shop to sell goods, but this shop is on the internet.

What are the requirements for opening a shop? First, the purchase of goods, of course, the ability to pressure manufacturers of the paragraph; second, there is warehousing, storage of goods you want to sell; third, to be able to price, natural those strong manufacturers unified pricing, except for the four is to have the "last kilometer" effective solution.

It is worth pointing out that now we are saying that the electricity dealers do not make money, mainly that those who do business, especially those who have independent websites.

This is a very interesting phenomenon: you make a platform (for example, Taobao cat), you can make money, you are a simple trader, sell your goods on various platforms, you may also be able to earn money. But once you're going to be a separate portal, it's almost impossible to get away with a loss.

Household building materials industry, the loss of the business of the company is even greater, because the home building materials industry needs O2O line support. "Online Low-cost online experience shop cost" O2O low margin model may become home building materials industry, a relatively difficult to make profits of the threshold.

So, some of the independent business operators who have some capital platforms are starting to make their own platforms. Because the platform is their only hope of poverty.

If the traditional channel of home building materials is intended to be a business operator, should it be the Business-to-consumer of an independent website, or will it be hawking on every platform?

3. The Business-to-consumer Vs platform

In the previous article we did not mention the business model, because from the home building materials, traditional channels for the development of electric dealers strategy, at least should not be the main line of strategic development. We have the following reasons:

1 home building materials industry has just begun to develop, the industry's vertical platform has a lot of development space, and we have also explored the development of the platform of the feasibility of two roads. Traditional channels can use the opportunity of the development of the electric business to reschedule the industry's seating through the development of the online platform. If the main, but to the small to do;

2 Although the same in the home building materials industry, the business that the company does, and the traditional channels of business is different structure.

We have repeatedly stressed that the traditional enterprise development of the electric business, must be closely around the core business of enterprises, so that the electrical business can have the growth of the soil, and with the offline traditional shopping malls in the form of interactive business.

Online platform and the traditional mall business is basically homogeneous, if the development of good, can form a line under the integrated marketing system. But the business can only be seen as a platform of a merchant (shop). The business is different, the line can not form interactive online, it is difficult to talk about online integration.

3 home building materials, traditional channels to do the electricity business should have two goals, one is offensive. Using the opportunity of gongchenglvede development, enlarge the scale or scope of business; second, defense. The traditional channel electric business Development's more important mission, is can provide the strong protection for the offline traditional shopping center, in the future competition marketing defends the electric power merchant function The line to be able to match the competitor. Of course, it's ideal if you can both attack and defend. In the previous articles, we elaborated the idea of building an online platform through the process of electric business of the offline shopping mall, which is such a plan.

If the main business model, the traditional channel should ask the question: even if the business can be done, if the offline shopping malls encountered in the past few years, Suning Gome met by the online dealers to kill, our business can help?

Therefore, whether from the point of view of the electric business strategy development, or from the point of view of concrete practice, the traditional channel of home building materials as the main target of the development of the electric business is not the best policy.

4. Talk about the business of

We say that the business model should not be home building materials, traditional channels of the development of the main strategy, not to say that the traditional channels can not be done. But we need to be aware of some of the difficulties that traditional channels make to the operator:

1 team building. Electricity business talent scarce, home building materials, electrical business talent shortage. The market is difficult to find not only understand the home building materials business has a knowledge of the power quotient of all-round talents. And the worry is that home building materials industry and other industries have great differences. If the traditional industry talents and electrical business talent mix, it is likely to use the words of liyunlong "urine not to a pot." Home building materials industry electrical business development is indeed a will be difficult to ask!

2 Many choices.

a) goods. The choice of goods is very exquisite, one is to sell well online, the second is to have higher gross margin. Oh, such goods are not too easy to find;

B brand. Is the manufacturer's brand? OEM Independent brand?

c) channels. Do you do it on your own platform or just on the platform? If you are on the platform of others, the traditional channel of the line on the brand image has any impact?

d) Offline services. Is the reliance on the offline shopping malls, or the brand of offline distributors, or alone to establish a set of their own offline service system?

A variety of options, operating costs are on the one hand, the user experience is on the other hand, operating performance is the most important. Short-term and long-term interests, all aspects of measurement and balance, it is not easy.

3. Relations between the parties. Traditional channels to do business, is likely to be in many aspects of the gap between a person to do things, it is not easy.

First is the supplier. You sell well, he loses patience with you, you sell well, he will also go to sell on each platform, more authentic than you, cheaper than you, better service than you. Your early efforts have made a wedding dress for others.

Next is the offline shopping mall. Traditional shopping malls naturally regard online sales as a threat to themselves. Therefore, it is difficult to get the support of offline shopping malls.

Again is the brand dealer. If the traditional channel operators of the company to rely on brand dealers as the "last kilometer" service, it is more likely to have problems. You want to Ah, manufacturers themselves have not put their own distributor system to do the electrical business, but you want his dealers to help you do the line under the "last kilometer" service, how much hope?

This paper simply probes into some problems of the traditional channel of household building materials. It is not absolutely against the traditional channels of home building materials to produce the business, but it is recommended that when deciding to do the business, first fully consider the various aspects of the characteristics and possible problems.

Seek and move.

This article is written half a year ago, as if not outdated. ）