On the O2O strategy of home building materials electric dealer from Qi Jia Net acquiring Oriental home

and the Jingdong Mall and Sina home cooperation almost at the same time announced a more important news, is the net purchase has been closed home building materials domestic supermarket oriental home.

After last year's home building materials supermarket giant Jia Bao closes all stores in China to withdraw from the Chinese, East home again came the news, and another foreign home building materials supermarket giant hundred homes for 6 consecutive years of loss news, can not help but think of home building materials supermarket This kind of industry in China is not acclimatized to the problem. This is really a very interesting topic, if there is a chance we will be dedicated to this text to discuss, but here we are more interested in the purchase of the Oriental Home network home building materials reflect the internal logic of electrical development.

1. Home building materials in the future of electricity market thinking

According to the development of home building materials market observation and thinking, I always think that home building materials electric business development is destined to be a different industry with the development of electrical business, which is the development of home building materials industry and its product characteristics decided. This is also the home building materials industry, the development of electrical business lags far behind the development of other industries, the root cause of the pace. Careful analysis, there should be at least 2 features:

1 uniqueness. The future of home building materials online shopping mall with the current we are familiar with the online mall (such as the days of Cat and Jingdong Mall) will present a different business logic and display methods. One of the biggest features of course is the business logic of the O2O line and offline combination. Secondly, in the online shopping mall and the display of goods on the way there will be home building materials industry their own characteristics. For example, the mall in the production enterprises and their distributors between the business is the logical link? Will the goods in the shop be marked? Wait a minute. We will be in the future of the article in detail to explore these issues, here only leads to the topic, throwing bricks;

2 diversification. Home building materials The future of the electrical business form may present a variety of patterns, although the core is still O2O. Today, we will see a few teams from all directions to the home building materials electric merchants March: Among them have the old electric Shang Treasure + day cat, has the electric quotient Shang Xing Dong Jing, has the network group purchase expert who starts from O2O to be the net, more has the Red Star United States to represent the traditional industry channel business, Finally even has not yet exposed in other industries have been O2O Suning + easy to buy ... Different opponents, they have different starting point, the competitive advantage of the resources, the channel will be very different, the end may be in a certain node to form an industry of mutual restraint balance. This kind of balance, most likely is the market last several party princes each has the advantageous difference balance. With the current we see the competition homogeneity of the electric business rely solely on price war to obtain market share of the dynamic equilibrium (theoretically this is not a balance but "fight hard"----is desperately to see who cut the price down ruthless. OH).

In this sense, the future of home building materials electric Dealer Market competition more ornamental (we see the electricity dealer price war is not tired of watching?!) , but also more able to arouse the likes of competition (similar to "Tianlong eight" in the storm of evil, militants. ) interest in the war. Of course this is something.

Home building Materials Electricity market development uncertainty, it is indeed worth the parties to the war and the many lofty of the flag-watching the in-depth study: it will be very exciting!

2. The problems that the O2O road may face in the future

Any enterprise mergers and acquisitions will exist, such as organizational restructuring and cultural integration and so on. These questions we leave to the experts of all aspects to think, dare not to waste more breath. Let's focus on the problems that the O2O business logic may encounter after the net completes the acquisition of an Oriental home and operates normally. These problems should not be exclusive to the net, because we are discussing the home building materials electric dealer O2O business logic may produce problems, so they have a common nature. The purchase of Oriental Home network is just the topic of our news materials.

First, the difference of consumer groups. such as the home net such group buying site, its growth process is to a specific consumer groups for dependence. This is how we make a group purchase? The article repeatedly mentioned "cock Silk bargaining Group" (never derogatory!) ), it is a traditional home building materials distribution channel consumers very different groups. Which group will be the main target group after the merger of the Qi family Oriental home? or adopt a "loose" approach, that is, from Monday to Friday to the traditional channel consumers as the target and weekend group buying activities to buy consumers as the goal?

Two different consumer groups may require essentially different sales patterns. There should be a lot of conflict between the two marketing models. This should be the existing online enterprise and existing offline enterprises in the combination of common problems.

Second, the difference between suppliers. Qi Jia Network Development process, a group of "group purchase" suppliers also followed the world. As we are familiar with today's "Amoy brand", online group buy also have their own home building materials brand (certainly not as famous as Amoy brand). and Orient Home the original supplier system, it should be most of them are not yet "electric shock" suppliers, they are not familiar with the set of online buying game, their distribution model, may not be suitable for playing network group buying. This is a very troubling thing.

Originally Qi Jia Net is Cavalry combat, now get an infantry, to compose step riding confused class, almost to infantry will ride Shing, cavalry will throw grenades bayonet, difficulty can imagine.

The third question is a bit secretive, and seems to touch the core secrets of online group buying (oh, a bit alarmist!) ）。 This small secret is: why the net buy a big and lose money? We see, the net buys a beginning is to make money, this is in the electric business industry that earns a yell at a loss everywhere, can say is a solo show. But blame on the Internet group buy a big, seems to be losing money. It is said that the development of Qi Jia Network has nearly 10 years of Kung Fu, if it is a steady development, just like the Red Army in Jinggangshan set up the same base, in a city to do mature, have a fixed group buying fans, pull up a gang to play network group buy suppliers, rent block to get a line of group buying activity base, this is not O2O it. But we see that the net is currently only Shanghai, Suzhou, Wuxi and other land has its own offline dock. And we also know that Qi Jia Network development has been to make money, coupled with the first two years of Baidu Investment, Qi Jia net should be very good money. (This time to eat the Oriental home, is also a good evidence.) Obviously there is no overall development offline experience shop is not because of bad money, there should be another reason. (We temporarily stop here, on the net why not comprehensive development offline experience shop sell a case, and listen to decomposition.) ）

In fact, all over the internet has not developed online experience shop is a common phenomenon, the development line under the experience shop is the key to the development of network buying strategy, is each network buy "lead eldest brother" dream. One of the mysteries, may only know you know I know, the secret is still not leaking (don't worry, slowly waiting to see it, perhaps one day write to the happy place accidentally telltale. ）。

The problem is, Qi Jia net this time spread out the original Oriental Home 19 shops, its operating results will be related to the secret of our talk? (hehe, do you reader understand this question?) If so, how does the net solve this problem that has not been solved before?

Hope that the network is also considering the same problem.

Of course, home building materials industry online eating line There are many other problems. Keep talking later.

3. The difficult road to O2O strategy

At present, home building materials industry development trend of the electrical quotient, I summed up as: The line can't get down, offline. O2O sounds beautiful, but it really takes a bit of brains and kung fu to be implemented, and it's not as simple as we think.

Home building materials industry, the development of electricity, online under the line is two different systems, including price system, supplier system, user system, marketing system, product system and service system and so on. In each link line under the different play. Thus O2O is by no means a simple combination of line and line, but the competition and integration of two different systems. This is a difficult business road, it is impossible to overnight. Must be prepared for a protracted struggle.

From the above analysis we can also see that the analysis to the fine place, the light talk about O2O mode is not enough. This household building materials industry, the development of O2O model also has a variety of. For example, cat development online Experience shop mode, and QI family Development line under the service center model is different. Also like the traditional offline shopping malls to develop electricity quotient, its O2O mode will have more special performance. Therefore, we can not generalize the O2O mode of home building materials Electric Quotient, we should analyze the similarities and differences, and comprehend the essence of O2O model.

Roads。 The scenery is different along the road. Let's enjoy the scenery slowly.

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