How is O2O group purchase made? Eight. Home building materials Network group buying Merchant Alliance

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We have discussed about participating in the home building materials network buying activities of merchants (see "Home building Materials network buy merchant Participation"), this article from another angle to continue to explore the home building materials network purchase activities in the organization of the Merchant-Merchant Alliance. We start from the home building materials industry controversial "blasting marketing" talk about.

1. Controversy over blasting marketing

Blasting marketing is a popular marketing method in the home building materials industry in recent years. Although popular, and the effect is generally not bad, but it is quite controversial. The biggest problem is that blasting marketing is a anticipates and poses a threat to the normal market order.

Remember Phoenix Home channel specially planned a blasting marketing album, in the "Ninth China Household Industry Development Summit Forum and 2012 Guangdong Household Industry Annual Meeting" on the investigation of the 8 furniture Enterprise's boss. The bosses disagree, there is opposition, but in general the opposition is stronger than the pro.

From the point of view of the traditional channel of building materials, blasting marketing is also a marketing way to maintain the normal order of the channel. In the short term, a small number of businesses predatory marketing methods, so that the theoretically should be a long time in the sales of a node was exploded. A handful of businesses not only robbed the business of other businesses, but also robbed the day after tomorrow's business.

However, despite the constant opposition, controversy, but blasting marketing is still in progress. The huge blasting effect also makes those who are suspicious of blasting marketing or resolute opponents envy.

2. The essence of blasting marketing

Blasting marketing has several key words: 1 Merchant Alliance, 2 low price, 3 user more; 4 execution power. Strung together, blasting marketing is "to the Merchant Alliance based on the low price as the attraction, through a strong executive force, the recruitment of many accurate users to the scene, the sale of fixed-point" demolition.

In many people's eyes, the key word of blasting marketing is "low price". It cannot be said that this is a wrong understanding, because most of the blasting marketing in the price of products offered by businesses, to far lower than the traditional channels of similar products in the normal sales price, and low price is indeed blasting marketing to attract the biggest consumer home decoration.

However, I think the most important idea of blasting marketing is the Merchant Alliance of blasting Marketing. This kind of merchant alliance may be the unique phenomenon of home building materials industry, which is decided by the basic needs of the consumer.

Merchant Alliance is the essence of blasting marketing.

We have talked about, home decoration consumption compared with other consumption, there are two most obvious characteristics: first, after a consumption in a long period of time will not have a second consumption; the second is a consumption must buy many categories of home building materials products. Home building Materials Industry Business Alliance is based on the second feature of household consumption and naturally formed.

Imagine an home improvement consumer to buy the products he needs to house the building materials store. What does he need to buy? Unlike consumers in other industries, we can accurately "predict" the products he needs to buy: ceramics, bathrooms, floors, ceilings, kitchen cabinets, wooden doors ... In other words, each home decoration consumers must basically in each household building materials category are selected to buy products. This is a must for home improvement.

Continue to assume that there is a business to provide home furnishings consumer homes for all the products of the category of building materials, so there is a possibility: when a consumer into his shop, he persuaded the home buyers in his shop to buy all the necessary products. This is an exciting thing to do, because the result should be that every consumer's "value (the profit achieved by the merchant)" has increased by N times.

Unfortunately, this assumption is not tenable. No merchant can offer a package of deals for home improvement consumers. But the Merchant Alliance is not the same, if the various home building materials are united together, it is possible to do to the family to provide consumers we often say "one-stop" products of the whole category.

Of course, this "one-stop" business is not at the heart of the Merchant Alliance.

3. Merchant Alliance

We analyzed the essence of blasting marketing is the Merchant Alliance, which is determined by the consumption characteristics of home building materials. Different categories of merchants through the Merchant Alliance to the home Improvement consumers to provide a "one-stop" product sales services. But this "one-stop" sales service is not the core of the Merchant Alliance.

What is the core of the Merchant Alliance?

Exchange user! The core driver of Merchant Alliance is the exchange of accurate users among merchants.

Imagine a floor shop has 10 potential users, and other sanitary ware merchants also have 10 potential users. Buy the floor of the home improvement consumer must also buy sanitary equipment, buy sanitary ware also want to buy the floor. If the bosses of the two businesses say that we have an activity that attracts all of our potential users, we are not 10 but 20 potential users per home.

If the consortium's merchant is 10, the number of potential subscribers per merchant is multiplied by 10 times times. The so-called blasting is the embodiment of this multiplier effect.

To achieve this blow-up multiplier effect, a merchant alliance needs to meet the following conditions:

1 brand equivalent. That is, the merchants in the alliance should be equal in brand influence. Because of home building materials brands rarely have a unique brand positioning, generally speaking, brand positioning is based on price, the so-called high-end low-grade, and the brand's influence is the brand in the local visibility, so the brand quite means brand awareness is quite, the brand's grade is quite.

Interestingly, home building materials (especially furniture) industry nationwide brand is not very popular, and a brand awareness, and to a large extent rely on local distributors to do the market level. So, one of the well-known brands to another place may be unknown. In addition, the Merchant alliance to some extent depends on the efforts of the dealers, so the National brand Alliance is almost gone.

The other side of the brand is that each brand should face the same consumer group. This is the basis of consumer exchange between brands.

2) work together. The Merchant Alliance is a loose team that, if not pulled together, may immediately fall apart. Therefore, the common market of merchant federations, mostly spontaneous composition, so the internal strong binding.

The Temple of the draft has its own well-known law, this law is also suitable for home building materials Merchant Alliance. Although the Merchant Alliance has the obvious blasting superiority, but if does not pull together, then will have the condition which does not have the water to eat, thus causes the alliance to disintegrate.

3 Executive power. The executive power of the Merchant Alliance is admirable. Because it is a number of merchants assembled together, often accompanied by a large number of promotional inputs, so if the implementation is not strong, then the merchants in the alliance are likely to be suspicious of each other or to the executive team generated distrust. Therefore, for the operation of Merchant Alliance, strong execution is necessary.

Goal-oriented, reverse deduce the daily work goals, and then the daily goal of refinement, responsibility decomposition to the people, daily inspection implementation, rewarded heavy punishment. These are the Basic Law of execution of Merchant Alliance blasting marketing. Nothing new, the key is execution.

4. Online group buying and merchant Alliance

Blasting marketing seems to be an alternative, basically by professional marketing planning company to carry out, and online buy not too much contact. Therefore, rarely heard of the network group buy to engage in blasting marketing, but also less to hear the online group to do Merchant Alliance.

The reasons may be as follows: first of all, blasting marketing often requires a large investment, and the origin of the network group purchase, but it is a way to save activities to promote costs; second, blasting marketing needs to be a wide range of promotional inputs and a large amount of accurate user water storage, but the network group purchase without these resources advantages, can not bear the Third, the Merchant Alliance many out of spontaneous, and the network buys the current to the merchant's control still lacks the strength, to the Merchant Alliance Core link-the user water storage exchange, basically cannot control; four, the network buys to be able to maximize the benefit – the activity flow is biggest and the single quantity biggest. So often the goal of the network group buying activities, basically is "more merchants and more users"; Finally, the network buys often has a certain number of stable merchant group, the network buys to satisfy its whole merchant's need first. The total number of businesses is much larger than the number of merchants in the alliance.

It's not that online group buying is definitely not a merchant alliance activity. Do, but seldom do, and may yet make wonderful come. There is a category of online group called "Joint Special" activities, including the Merchant Alliance, but not so clear-cut "merchant alliance" slogan, often also lack of business alliance operation of the most core content-user exchange.

But these real problems exist not to say that online group buying can not be a merchant alliance.

First of all, we should differentiate merchant Alliance from blasting marketing. The formation of Merchant Alliance is based on the characteristics of home decoration consumption, and blasting marketing is only a special way of merchant Alliance operation.

Secondly, we must rationally plan the business Alliance operation target. Blasting marketing is a kind of predatory marketing, belonging to "nomadic" culture. But the network buys needs to play warfare protracted war, therefore should be steady. The mentality is flat, the goal is reasonable. If the Merchant Alliance has 10 merchants, blasting marketing needs 3000 accurate users, online group purchase may be 300. If it is a truly accurate user, a 300 users, which business in the league unhappy?!

Finally, we pay special attention to the Merchant Alliance in the online group purchase, because the Merchant Alliance is easier to buy the brand positioning of the network. We will discuss this topic later.