Huang: The five dilemma and four outlet of home electric business

said that now the traditional home electric business is ice fire double days, since double once again ignited the enthusiasm of home electric, many of the traditional home electric business giants have started to dabble in the electric business channels. July 12, the Red Star United States Kai Long officially launched the electric business platform Hung Mei Mall (star Easy Home), Ji JSWB, Golden Seahorse, Meimei Music will also be online this year, the electric business platform, in the earlier home electric dealers have been bland not fire, there are still many platforms melody beauty, friends, family, cool diffuse habitat, Lin's wood industry, Shang Curtilage and so on. And now with the recent various about the Red Star Mei Kai Electric business platform of the public, to the entire household electrical business cast a haze.

From the red Star into the electricity business, most of the domestic giants are in the Red Star for reference, learn from the experience of Red Star, want to see how the Red Star go, learn from the lesson, to avoid appearing in their own body. So what do home electric dealers see in the Red Star now? From what can be the way out, the author here Bold analysis:

Five big dilemmas determine life and death

(i) The strategic change of anxious

Red Star in March 13 to replace the name of their own mall, given the official explanation "for the unified line under the brand image", from the platform of the electric business and positioning from the beginning of the problem. Six-year time online brand replacement, for a consumer, online brand is very important, for businesses, the general brand fixed rarely will be replaced, because once better will lose a part of the user; another is that the Red Star was reported to spend hundreds of millions of of the money and only to exchange tens of thousands of of the sales, regardless of the authenticity of the data, There is one thing that undeniably failed. Tens of thousands of of the sales, converted to more than 10 sets of household products, and this product sales for a brand is simply inconceivable. It is clear that the Red Star for the location of the electric quotient and strategy problems, more important is a point: the Red Star from the beginning to identify the electricity business is a big burn money products, in fact, the electrical business is true, said that the burning of money is not upfront but later product sales competition is the source of the electricity business to burn money, to deeply understand the difference in this time period.

Now home electrical business is positioned early O2O mode, then exactly what is O2O mode, is the pre-sale customization, or to group buying for the typical, not to mention now also from the O2O inside a model C2B model, this shows that O2O is actually a hodgepodge. A product on the line to go the electric business road, especially in the front without a reference to the premise, there is no need to care too much about this model problem, walk well, go to a bottleneck to think about the real mode of the problem, when the decision mode is to go to another peak of the beginning, this is the author of the traditional enterprises on the way to the electric business

(ii) lack of operational talent

Wang Qiqi, the head of the company, said: "The Red Star Group, almost all the senior executives at the group level are also the senior vice president of the electric business." From this, the Red Star Electric business Platform is responsible for the original traditional channels of Vice president or manager level of responsibility, can not be denied that this part of the leader in the traditional channel is successful, then the question: they can be in another channel can also be successful? Is it more than a few years or ten years of the electric business practitioner vision alone or with the electrical business? Are worth thinking, the author's advice is that since ready to go a path, the appropriate way from the outside to introduce talent, borrow their to let their company, or directly from the company to peel out.

A high-end electric businessman to the traditional enterprises to enter the electricity business not only is it a person, bringing is a kind of thinking of the preparation, a power business strategy, is an electrical business team.

(iii) High cost of logistics after sale

The first impression of the home is bulky, transport is not easy, and easy to damage, is a home electrical business, is a mishap, but also to pay a lot of cost problems. If the cost of this logistics solution is solved, it is a qualitative leap for the home electric business. So is it because of that reason that hinders development, obviously not, a relatively easy way to solve, is now a lot of home electric business is doing a little bit of improvement, that is, regional cooperation, through the regional model to reduce the cost of logistics, the other is now Haier's daily shun logistics made to get through the last kilometer decision, Or home electric dealers can use Haier's platform to seek development.

(iv) Market price differences

Bought home know that the whole household market prices are not uniform, but also very opaque. Through the Internet to buy a home is not through a number of platforms to compare, this is the characteristics of household products, home manufacturers are not likely to be published outside the price, Apple can do the price transparent, but the home can not do. But the price is too high, the net buys does not occupy the superiority, the price is too low, those who must high price have the profit the area dealer will revolt, the low price that is in wants their life, in the end the result can be imagined. said that the problem of home, in fact, and liquor is almost, even if the liquor is still sold online, but for a lot of traditional channels under the wine merchants, they rarely do electricity business, the price of the intestines is a big problem. So for the home to take the road of the electricity quotient, must solve a problem is the transparency of the price, it is bound to be a lot of home can not afford.

(v) Online and dealers game

The 4th above mentions the price and the dealer's question, then said here is the household electricity merchant's existence to be possible to the dealer's survival to have the influence, for instance will have the very big dealer's profit to be much lower than before, finally causes the problem is the dealer to flee. But the home electric dealer did not reach a high level, finally can sacrifice the electricity merchant, to retain the dealer. Cosmetics electric dealers Now brilliant behind the number of dealers died in the above, a traditional product sales rely on dealers to sell, will inevitably be on its products on the road of the electric business plus countless shackles.

As a home electric business bystander, now I see some of the problems of home electric dealers, but also give some suggestions. I want to do the hope that the home electric business can avoid some of the problems this morning, so that the industry can grow healthily. Here the author also gives the home electric dealer's four way out of thinking, hope thinking.

(a) designated regional electricity dealers

The so-called Fixed-point Regional electric dealer is in a region to pilot the electricity quotient, and so each area can be opened when the integration, rather than a traditional home business products to a large area, it is a big electric business platform to start the road of electricity, it is difficult, because for the home of such large items, Fixed-point home Sales is the best way, whether it is from the logistics aspect or after the consideration of this method is optimized, this is also a lot of home electric dealers do, the author knows a home custom brand: The model of Shang Curtilage with this very similar.

(b) to retire from the backroom dealers

This means that the company's platform has its own to maintain the start, and online publicity and promotion through the dealers to do, they are responsible for the implementation of the entire electrical business, then the price and how to make, which requires the traditional home to make a transparent price, this way for the dealers are impartial, More important is that dealers can use the online channels to sell more products, to obtain more profits. Then will certainly ask, how to define the sales, in fact, the dealer is like Taobao cat above the business, and the traditional home is the platform provider, so it should be defined according to the shop. Said the simple point is the cat, Jingdong, such as the platform, the difference is that the traditional household merchants are their own dealers, at this time depends on how the dealer packaging these same products.

(iii) Building new teams

This proposal has already been mentioned in difficult situations, to build a new team the whole team, in addition to the highest level by the original company or two of the control, the other managers preferably from the outside, or from the bottom up, rather than from the traditional channel is the manager, then the transition to the electric business channel is also the manager, Because this author has been in a traditional enterprise, they also set up channels of electricity, but still use the original channel of product manager to part-time, the final result is conceivable, may have success, but the failure is how many, the electric business that day is destined to be with the tradition and do game.

(iv) Borrowing force platform

A shop is a shop that is separated from Taobao, and a successful example. Now many traditional enterprises to do the first reaction is the company's own electric business platform, and for other electric business platform is not very concerned about, but in the enterprise without any talent, no operating experience, the best way is to join the platform inside, borrow the power of the platform to let their growth, and finally must be detached, And once joined the platform to go, you worry is not the platform no one, to worry about is how to put the product exhibition visitors eyes, how to cultivate consumer habits, how to solve product services and after-sale. So for home electrical business, the author's proposal is to join the platform, is a compromise at this stage of the method, while doing their own platform, while doing other platforms, do not say that one end to black.

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