Now many sanitary ware manufacturers are aware of doing O2O electric dealers must establish their own channels

Now a lot of sanitary ware manufacturers are aware of doing O2O must establish their own channels, so more conducive to straighten out the line under the relationship and obtain a higher value-added, to avoid the use of Third-party platform to do the electric business online and offline hands, low price competition is very serious problem.

At present, building materials O2O to do more successful enterprises are used to build channels of the model, such as the United States Lele, Shang Curtilage and Livi home and so on. But since the establishment of O2O official mall for many sanitary ware manufacturers, than in the third party platform to open an online shop is much more difficult to operate and promote the site needs to invest a lot of money and talent, the cost of trial and error is obviously too high.

These two years I have been studying how to do building materials O2O, summing up the current building materials O2O success and failure cases, today and you talk about their own experience, and talk about brand sanitary ware Manufacturers O2O Official mall How to operate and promote?

First of all, first to understand why many home building materials O2O projects do not succeed? I summarize the following two main reasons:

One, the light burns money to advertise, but does not pay attention to the line natural flow the acquisition

Many traditional industry-born to do O2O projects, are often used to burn money to advertise rather than pay attention to the natural flow of online access. For example, there was a man who resigned as CEO of a large ceramic enterprise, join the electric business, set up O2O ceramic electric business platform, the company is now basically stable, invest very little money can survive, but compared to large investment, has not achieved break-even, in the engine site, such as the promotion of the company's most expensive place, Employees and founders pay less than the same industry.

I studied this site, the natural flow is very low, estimated one day search traffic only more than 10, to not burn money to play advertising can not give offline real store results, such a O2O project needs a steady stream of input to survive, the team is missing a person who knows how to operate the site, access to online natural flow capacity is insufficient , it is easy to fail because of the broken capital chain.

Second, the use of the thinking of the O2O, split line and offline

Many sanitary ware manufacturers are using business thinking in doing O2O, and did not really build a O2O marketing system.

At present, many manufacturers of sanitary ware in the Third-party platform to open online shop, this factory direct business model of the first indeed ignited the enthusiasm of the customer, bringing a larger sales. But the enthusiasm of the client will soon be extinguished and the sales return flat. The reason, the bathroom this product is always pay attention to experience, users are still accustomed to real experience and comparison, and then online standardized sales methods can not meet their personalized needs.

Not only that, because the price is too low, online sales do not bring much profit to the enterprise. Moreover, in the long run, this has even destroyed the brand value, disrupted the price system, leading to the internal line under the team to compete for resources, the formation of internal friction.

With the business thinking to do O2O, offline entity stores and dealers benefit will be impaired, online shop prices lower than the offline entity shop, just began to occupy the market share of other manufacturers, but ultimately to seize their own offline entity store share. Bathroom electrical business is to improve the user experience, sanitary O2O not only sell products, more important is to sell services, through Word-of-mouth drive more consumption is the long-term solution.

For the bathroom electric business, electronics is just a tool, business is the essence. After all, as a taste of goods, bathroom is not suitable for the use of the general network retail mode. Only from the use of Third-party platform to open an online shop, this is network marketing, not the real O2O.

What is O2O electric dealer? is online to Offline (offline) and Offline to online (offline to online), line online must be mutually reinforcing, resulting in a 1+1>2 synergy effect.

Below I share some about sanitary ware manufacturers do O2O how to operate and promote.

I. TEAM STRUCTURE

In the talent structure, can be adjusted in two stages. In the early stages of development, team members as far as possible from the enterprise internal excavation, because they are familiar with the enterprise situation, let them to set up the online pattern, to ensure that the line offline.

When the line runs for a while, and the line is perfectly aligned, more professional Internet experts are needed to expand online business. In these two stages, the offline talent should be the core of the team, because business takes precedence over electronics, and familiarity with business can build a reasonable e-business model.

A two-tier architecture can be used in the framework of responsibilities. The group's electric business department does not belong to any one division, is mainly responsible for the Operation Group's website, the micro-letter, the micro-blog, each place has an electric Corps team, is responsible for the platform to operate the branch station, the micro-letter, the micro-blog, supports the local business.

Image point that the group is the same as the cat, the regional companies equivalent to commercial tenants. As a platform, the group is mainly responsible for concentrating resources and doing things with scale effect (things that can not be done by separate stations), such as platform operation, technical service, brand building, public opinion monitoring, news PR, overall data analysis, organization learning sharing, etc. Each substation's Corps team uses the resources and information provided by the group to complete the development, production and sale of the product.

Ii. Process Reconfiguration

How do I make the line work together? or based on industry characteristics. Consumers online to buy sanitary building materials are generally more cautious, they often visit the site many times before there will be action. Moreover, the vast majority of such consumption will not be paid online, the line is clearly clear, or want to go to the offline physical store to see, and the clerk to talk.

This seems to do the disadvantage of the line, but it is the advantages of the bathroom O2O mode. Since the customer is cautious and does not make a deal online, the traffic must be imported into the line. Therefore, sanitary O2O Official Mall task from the transaction into a shop, online display products, to attract customers to the offline store. However, the light content is clearly not enough to drive customers down the line, so there must be a strong online marketing team.

When customers enter the official mall, there should be customer service and customer interaction. Online customer service is not responsible for the transaction, but with the customer preliminary communication, to ascertain the propensity to consume, such as the customer like which style of decoration, decoration budget and so on. After the Exchange, customer service will be completed in accordance with customer requirements of the booking order, offline personnel in accordance with the booking information docking customers, determine the appointment.

After the customer enters the shop, the line personnel launches to be good at the traditional ground warfare, because the reservation list already has the consumption tendency information, their communication pressure reduces greatly, the turnover efficiency greatly promotes, may even the depth excavation consumption demand, the big order.

Third, up and down Synergy

This kind of on-line import, the process design of the on-line transaction, effectively solves the traditional enterprise electric commercial line to fight the problem under the lines on-line. In this chain, there are different tasks under line, the relationship between the two sides is not the competitive flow, but the cooperative combat. Since this is the relationship, the evaluation index can not be a unified turnover, two teams must have their own performance indicators.

Parabolic line directly into a single section does not say, online access to the line into a single five links to form a deal funnel: User access-Online consultation-under the booking list-to shop-deal. This will produce four assessment indicators:

Consultation Rate = Quantity of consultation/user visits;

Order (reservation order) rate = Order quantity/consultation quantity;

To shop rate = to shop quantity/order quantity;

Turnover rate = Number of transactions/number of stores.

The online team is concerned about the consultation rate, the down rate and the shop rate, while the offline team is concerned about the turnover rate and turnover. To improve the consultation rate, the online team will display good content, to improve the rate of single, to actively respond to the consultation, to guide the customer line up and down orders; to improve to the shop rate, you must communicate with customers efficiently, pleasant interaction will lead to the shop. Online team after the end of the team to take over the baton, this time their sales ability to become the key to the sprint stage, good sales ability to increase turnover and turnover.

For example, online customers to the store, the mature offline customer service will not only facilitate the transaction, but also push up the transaction price (customer budget 4,000 yuan, the result bought 7,000 yuan of products, the premium part is the line of the team turnover ability of the embodiment). Therefore, the line under the target convergence, online team to push their own three-rate, must be imported into the quality of customers, the formation of strong support under the line; Offline team to increase turnover and turnover, must rely on the line to import quality customers.

It is considered that performance management leads to the tension of organizational atmosphere and reduces the tendency of team cooperation. This is not a game to understand performance management performance, in real cooperation, although the assessment of the person to stare at their own indicators, but the partners are synergistic, improve their own indicators, is to help push other people's indicators. Strategy into action, action is highly collaborative, this is performance management.

Iv. on-line diversion

Built a reasonable O2O mode, the next most important thing is to have sufficient quality of the user traffic: not only the number of users, the possibility of conversion of users is also large enough. In fact, the original glamour of online commerce is that there is enough free flow. However, this dividend period has become a past, now, to get the flow, the need to pay a lot of costs.

How to use the less cost to find the more valuable, more adequate flow, the test is the enterprise's online operating level. How to achieve the flow cost optimization is the key to establish the success of O2O official mall, but also the author wants to share the focus.

1. Search Diversion

Traditional diversion mode mainly relies on search engines, such as Baidu, 360, Sogou and so on. Do a good job search engine optimization (SEO), improve the natural ranking of the site, which is to obtain a free flow of a way. If users actively search for brands through search engines, they are likely to turn into deals.

Many enterprises often put this work to a third party agents to do, the result spent money and did not play an effect, I think it is best to establish a dedicated search engine to promote the technical team, the picture and content in the station to optimize, compared to spend money diversion, can save a lot of online costs.

2. Bid ranking

In addition to access to free traffic, bidding ranking is also essential. In view of the high cost of online marketing is the main reason, the best strategy is to do long tail keyword bidding, such as "Nine mu bathroom price is how much?" "And so on, the conversion rate is the highest."

Best to give up the brand name of the bid, such a key word price is very high, such as a first-line bathroom brand, want to bid in the search results in the row to the top, a day is tens of thousands of dollars, this fee is very scary. Now most search engines have a direct function of the official website, directly through the official website will flow to the O2O Mall can also save a large budget.

3. Social diversion

Search engine logic is the customer to find the brand, then, the brand can take the initiative to find customers? This requires the use of social platforms (such as micro-letters, micro-blogs, etc.), so that attractive content relies on interpersonal trust to spread quickly, such patterns are more efficient diversion.

To be a social diversion, you have to have a huge amount of fans first. Can not use a group of large to suck powder, because the local stores face the user is different, you can use the whole network marketing model, that is, offline stores each have the micro-signal and micro-BO, we jointly promote the brand, but their respective conquest goals.

These trumpet operations are based on the characteristics of local users, flexibly generating content that matches users, and responding quickly to requirements. After a long period of operation, each trumpet has tens of thousands of fans, then the whole brand can accumulate tens of millions of fans. When you have fans, you have to use your fans to achieve an unstructured social exposure. At the same time, through directional social interaction, to achieve real diversion.

In addition, there are soft text promotion, cat, Beijing-east and other Third-party platform cooperation, Web site navigation is an excellent way to promote.