How is O2O group purchase made? Four. Home building materials Network Purchase user experience

Home building Materials Network group buying is generally described as "online call up, experience and sales offline." Therefore, we generally pay more attention to the online group to call the activities of the registration, as well as the offline experience and sales of group buying activities on-site implementation. Yes, "online call" and "offline experience and Sales" is the show part of the online group buying activities. However, hidden behind is the online group buying activities more basic content, they include the online site we have already introduced the content of the home information, the user experience of the control, merchants participate in the network purchase activities of the technical level. How do we make a group purchase? Series.

This paper discusses the user experience in the online group buying activity. It is worth pointing out that the user experience here refers to the people who participate in the home building materials Network Group buying activities of the users to buy (and its organizers) of the satisfaction, rather than the household building materials in the electric business O2O mode often mentioned under the line of goods experience. The two must not be confused.

1. Network Group purchase development gene

In the "Home building materials network buy before the world" in this article, we introduced the network buy the reason: it is the spontaneous organization of the price of the negotiation activities. So, the idea of emphasizing user experience is deeply rooted in the gene of online group buying activity. User experience, that is, the user's satisfaction with the online group purchase activity is the core foundation of the online group buying activities.

We often put the user experience on the tip of the tongue, but often talk much less. However, in the network to buy if the lack of user experience, the pursuit of online group buying activities will be immediately the number of users of the group full of hunger a meal lean phenomenon.

The user experience is not an abstract concept. In the Home Building Materials Network Group purchase activities, the user experience should be shown in the following aspects:

1 The user's sense of belonging to group buying activities. This is the core content of the user experience we described. This sense of belonging can be summed up as a group buying users like this perception: group buying will select the right brand of business for us, group buying will help us to get a reasonable low price; if the business to do what conspiracy, buy will help us with the merchant Laocai resolute struggle; If I eat a loss, buy will give reasonable compensation. The word is: Group buy "lead eldest brother" is we trustworthy relatives;

2 eliminate purchase worries. Remember the pain and fear we talked about home furnishings? Network Buy a major function is to make the pain for happiness (please revisit the "Home building materials network buy the bargain Cheats"), completely eliminate the user of home building materials prices and quality of the fear, not afraid of the loss in the group buying activities.

Do not be afraid, we buy the site only to receive the full payment of the deposit; Can unconditionally refund the deposit ah, afraid of being fooled, can't buy the lowest price goods? Oh, I led the eldest brother to ensure that users buy at the scene of the purchase of commodity prices in 3 months the lowest in the city;

3 Guarantee of quality service. Worry about paying the quality of the goods. Worried about the quality of service is not in place how to do? Oh, have I lead eldest brother in it. There are problems i solve the problem, the problem can not solve my own money compensation. Who called me the leader of the net friends.

From the spontaneous Home building materials network Group buy to profit for the purpose of the network group buy, the lead eldest brother substitution, but he is still the lead eldest brother. Although sometimes the leading brother will carry a netizen and merchants Laocai hook up, but do it, he has to our friends. Otherwise, we will choose to take the lead eldest brother.

The competitive environment for online shopping is bad but much brighter. In this environment, home building Materials Network Group to start the Netizen ownership of the consciousness of the gene is retained to continue down.

2. The environment of online shopping development

Although we often hear about the cheat stories in online shopping, although we still have a considerable number of people around the fear of online shopping fraud traps and do not dare to shop on the Internet, although we also know that Taobao shop to spend money to buy praise, but I always think that online shopping than in the physical store to buy more security.

The reason is the transparency of the network information.

I have always said a simple example: if the owner of the real store cheated 100 customers, and I am the 101th customer, I will still be cheated. Because I didn't know 100 people were cheated in front of me. However, if in the shop in small two cheated 1 netizens, that behind the 100 netizens will know its front cheat story. So, even a liar, even if the liar is paid to write a letter to buy praise, but if he wants to maintain his credit and praise, he must follow the "five good waiter" standard to strict demands on himself, and strive to make himself as a gentleman, otherwise the efforts of the front and money are all white.

This is the network shopping environment to the merchant's restriction. So, in contrast, online businesses are more concerned about consumers. As we all know, the merchant on Taobao is afraid of "pro" to give a bad comment. Because the difference is critical, Ma Shu very angry, the consequences are very serious.

So, the user experience the word, listen to a lot on the internet, also do a lot.

Home building Materials Network Group Purchase although with the general tradition (hehe, as if the Internet has two years of history can be almost "by the traditional" of the online shopping is different, but still is the environment of the Internet, is still the transparency of information, so "user experience" is not an act of not a show of the vase.

3. The Word-of-mouth effect of user experience

We from another angle to analyze the user experience in the home building materials Network purchase activities of importance.

Before we analyzed, home building materials, the characteristics of goods, determines the home building materials electrical business development must rely on O2O mode, although the O2O model itself may have many forms. This is about the characteristics of home building materials products.

On the other hand, consumers buy home building materials, the behavior of goods, there are two major characteristics: The 1th is to buy a variety of different categories of household building materials products; the second is a purchase after a long period of time will not repeat the purchase.

We do not discuss home building materials for the first consumer characteristics of home building materials, the impact of the development of electrical business (another article), here focus on the second feature. This is a feature of human life: no repeat purchase! (Writing here, the mind suddenly flashed a thought: this is not a decision on the traditional home building materials marketing model of the key factors? In due course we should also make a special discussion on this matter. ）

A variety of business models, of which the key to success is basically the consumer's repeated purchase, but the home building materials industry is basically not a repeat purchase of goods! This makes word of mouth seem very important.

Home building Materials sales need Word-of-mouth legend to continue the sale of goods. On the other hand, home decoration Consumers also need word of mouth to break the fear of the installation process. Both supply and demand both need word-of-mouth, which makes home building materials consumer Word-of-mouth is not only important, but also very important.

Word-of-mouth is the user experience. That's right. But the word of mouth is not only the general user experience, it is very satisfied with the user experience. We may have experienced a "customer satisfaction" survey. Before the end of the tired questionnaire, we were asked: "In general, are you satisfied with XYZ merchant?" "That is to ask your general user experience.

Then we are asked, "Will you recommend XYZ to people around you?" "Oh, here is the question of whether you can go to Word-of-mouth legend."

Satisfaction is one thing, and it is another to be satisfied with a tearful experience.

Visible, home building materials Network purchase activities in the user experience, may not be as simple as we begin to imagine.

4. Conflict between traditional markets

Then talk about the traditional home building materials shopping malls to achieve user experience. Because the home building material network buys always to fall, one kind of landing may be in the traditional home building materials shopping center to hold the network buys the activity. This problem, may be such as the Red Star of the United States, such as the home, such as the traditional home building materials market is particularly important.

In the day-to-day operation of the business management, our most common words is "butt decision head." It's a question of what you think, and it is determined by the position you hold and the KPI you are evaluating. In other words, whether the traditional market is concerned about the user experience, is determined by the general manager's evaluation index.

So where did the general manager's butt go and decide what kind of head they had? Let's do a simple analysis. As we know, the traditional shopping malls are actually the landlords who charge the rents to the distributors or even the two landlords. As the landlord, in the market for the general manager of the performance assessment, the most important indicator of assessment is that your house has not rented out and rent has not been withdrawn. Therefore, in the operation of traditional shopping malls, the merchant is the direct customer of the mall. If a shopping mall I do not worry about the venue rent not to go out and do not worry about the rent will not be back, I am the general manager of the mall need to care about what user experience?

Of course, this is an extreme situation (the reality is that the vast majority of traditional shopping malls are facing rental and rent collection of two major issues). However, this extreme can better reflect the traditional market to treat the user experience of the genetic gene, that is the merchant first, users second.

This gene is actually rooted in the management of traditional shopping malls, even though we still speak the user first, emphasizing the user experience. When the traditional market develops the electric business strategy, it will naturally meet the challenge of the user experience belonging to different genes.

Whether the traditional shopping malls can overcome this conflict and overcome this challenge, to a certain extent, determines the speed of the development of the traditional market electric business.

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