Large data to network customization? And do and cherish

As early as the last century, home appliances manufacturers have abandoned the concept of production-oriented, and turn to consumer demand as the core, no enterprise will produce consumers do not need products, but the cat these foreign monks, "data analysis more thorough, the user needs to understand more in place."

This year, the appliance Enterprise Net really is no longer hot topic. Black Power Enterprises will say that the Internet strategic transformation, white power executives are prone to shout out smart home solutions, small household electrical appliances enterprises, although confined to the innate function of a single, low price of the weak, but net enthusiasm is not lower. They are better at alliances, for example, water purifier industry manufacturers compete with Jingdong Mall joint "water Purification Festival", water heater industry manufacturers have to take the lead to take the hands of Su Ning easy to buy, Gome online start on-line, line on the linkage. As for the most can play electric business marketing day cat is more and more, almost nets all the size of household electrical appliances enterprises hand-holding cooperation. And the latest play, is declared, one breath package under the United States, nine Yang, Supor and other 10 well-known small household appliances brand 12 production lines, "C2B" customized production, the first batch of goods have been online this week.

The so-called C2B (customer to Business), that is, consumers to the enterprise, refers to consumers according to their own needs to customize the products they need. The relationship between consumers and enterprises is that consumers need to first, after the enterprise on demand production. In fact, the C2B model is not a novelty on the Electronic Business platform, and the two most common types are custom and modular customization. Poly-Customization is a pre-sale mode, such as the double 11 pre-sale, consumers first to determine their demand for goods, and then the business according to the number of demand for production or stocking. Module customization, similar to the purchase of assembly computers, consumers in the order to choose the appropriate products for their own configuration. Haier Mall, such as the introduction of "Personalized custom" service, consumers can choose their own refrigerator volume size, thermostat mode, door material and appearance patterns.

The concept of large data use, is undoubtedly the cat this small household electrical appliances C2B The biggest aspect of customization. According to the cat, they collect and analyze the relevant brands in the days before the cat electric city sales data and customer evaluation and other information, feedback to the manufacturer. After comprehensive consideration, the manufacturer customized the products for sale by the cat. In this customization process, the expression of consumer demand is "data" rather than consumers themselves. Search parity, the next single payment, receiving evaluation, the cat through the entire recording of consumer behavior, combined with statistical methods, so as to analyze the consumer needs and preferences. Therefore, some people say that this is Ali big data of a "training", and not unreasonable.

But is it possible for a merchant to personalize it entirely according to the needs of consumers? Because the individual demand cannot carry on the large-scale production, the cost is a very big problem, therefore suits the depth customization generally is the high profit commodity, like the custom furniture, the upscale clothing. Obviously, the day cat customization does not belong to any of these types. The advantage of the cat is that it can conveniently use its historical sales data in time to capture consumer demand, and even predict the future consumption behavior and other aspects incomparable advantages, to help businesses produce more in line with consumer needs products. Or it is concerned not with the individual needs of a single consumer, but with the more precise needs of a particular consumer group.

Arguably, the underwriting model in the home appliance industry is not a new play, offline channel has been operating very mature. Offline channel not only underwriting products, but also underwriting brands. For example, Suningyun underwriters and Pu air-conditioning, whirlpool water heaters, pine Bridge small household electrical appliances and Mitsubishi Heavy Industries and other brands, Gome underwriting Sanyo TV, Crystal Hong Refrigerator (hypermarket channels). Gome's president, Wang Junzhou, said in a 2013 performance note that Gome's underwriting of customized products accounted for a 30% rise last year. Even on the line, the Sky Cat's arch rival Jingdong Mall, has begun to work with manufacturers to underwrite custom cooperation. Not long ago this year, Jingdong has just underwritten 2 million Changhong's 32-inch "Opel-li" LCD TV, priced at 999 yuan per unit.

In this sense, the cat used large data to intervene in the upstream supply chain, production for the cat's electrical "custom", more in order to be in the east and Beijing, and other electric business channel competition to achieve differentiated competitive advantage. Although may not be able to immediately give small household electrical appliances business to bring much sales, but this mode of thinking is obviously worth the home appliance manufacturers for reference and introspection. In fact, as early as the last century, home appliances manufacturers have abandoned the concept of production-oriented, and turn to consumer demand as the core, no enterprise will produce consumers do not need products, but the cat these foreign monks, "data analysis more thorough, the user needs to understand more in place."

Now, if these decades of production and sales history, sitting on the vast number of consumer data consumption of traditional household appliances manufacturers do not sink the heart to seriously activate their own real data, is the biggest sorrow.