On the strategic significance of daily and daily Shun-Home Service

(This article is published in the August 2013 issue of "Home Connection")

Recently invited to participate in Haier Daily shun home service in Qingdao, "the first electric business logistics service Upgrade Seminar", by the way to visit Haier, feel quite deep.

We all know that Haier is the production of electrical appliances company, although because of household appliances (especially electricity) and household goods relationship, Haier has been into the home industry strategic attempts, such as the overall cabinet, but has been tepid, compared with the production of household appliances, almost no attention. But this is the day and day shun home services into the home industry, it is not to say wonderful.

We all know the home industry is very large, generally speaking, furniture 1 trillion, building materials 1 trillion. To cut into such a large market, the time node is very important.

At present, the development of home electric business is in the initial stage of exploration, cake is very large, has not been segmented, market competition is not clear. Intervention at this time, both a certain market training, to prepare for the future competition; There is no strong opponents, come up on the pressure of new people do not let you have the best.

But more important is the entry point. At present, the development of home electric business is presenting what I call "the line is down, the line is not going" deadlock. Especially for "on the line", there are two main reasons: one is the large standard non-standard home goods need offline entity experience; second, home goods need special distribution installation Services. It can be said that the above two points is different from the household goods in other categories of goods in the Internet sales of the main aspects, but also the development of household electrical business must rely on O2O line under the main reason of the joint mode.

The O2O mode in the development of the home electric dealer, people have talked a lot, have already talked about rotten, O2O also has become the synonym of fashionable. In my opinion, the future development of household electric power business can not be separated from the O2O mode, but based on the different DNA and evolution direction of household electrical appliances, will show a variety of different O2O mode. It is almost meaningless to talk about the O2O mode of home electric dealer in abstract.

Let us selectively look at the "online sales, offline distribution and installation Services," The home Electric dealer O2O mode. This O2O mode is Amoy brand home electric dealer Popular mode. Because of the pure online gene, there is no online distribution network, so relying on third-party distribution installation Services is the only option to continue the development of pure online. This mode is also the O2O mode that the traditional household enterprises can rely on when they try to get rid of the traditional distribution system under the line and operate independently.

Online dealer sales, the line requires a third party home distribution installation Services. It is necessary, the emergence of Haier Day shun home service!

Compared with ordinary express service, home distribution installation service is still in the early stage, there is no perfect system, lack of standardized services, lack of strong competitors. Rely on the endorsement of Haier, day and day shun home services so abruptly broke into the desert market, almost overnight became the home electric business O2O mode of distribution and installation services in the main competitors.

There is no reason to applaud such a wonderful market.

Of course, not everyone can do that. Day by day to cut into, rely on Haier has been established over the years to install the electrical appliances distribution maintenance system. More than 2,200 outlets, it sounds convincing, but also Haier's service outlets, sounded more reassuring.

When it comes to the day, we cannot but mention Haier. Speaking of Haier, almost who also around the years ago Zhang Lun round a sledgehammer hit unqualified refrigerator classic story. Now this hammer has been the National Museum collection to become national cultural relics, and the hammer smashed out of the Haier's quality consciousness, but also become Haier's most genes.

From the consumer's point of view, home goods are not just the goods themselves, but home goods are shipped home after the installation of the state. Even if the home enterprise production of household goods quality is good, if the freight in the way out of the problem, is still a commodity problem; even if the function of home goods is strong, if the lack of proper installation, the function of the goods can not play, the enterprise production function is also in vain.

Household enterprises should define and understand the quality and function of their products from the perspective of consumers. Companies should rely on their own trust and, more importantly, their customers to trust the third party home distribution installation Services, to complete the consumer-defined quality of household products.

In order to the Haier quality gene trust, day and Day shun home services to become a trustworthy enterprise and consumers are trusted to buy home distribution installation Services.

Online shopping, trust is the key. Buy home goods online, trust more critical.

In the "online sales, offline distribution and installation Services," the home of the O2O model, consumers lack of physical experience, which requires that follow this O2O model of home electric dealers strive to build the trust relationship with consumers, break home merchandise sales of physical experience dependence.

Specifically, household electrical appliances to reduce consumer demand for physical experience, can start from three aspects: 1. commodity branding; 2. Standardization of commodity materials 3. Standardization of distribution installation Services. The following one by one details.

The first is the brand of household goods. This may be easier to understand, which is actually the basic function of a commodity brand – to establish a trust relationship with consumers. Brand to consumers trust: I know the brand, I know the quality of the brand, so buy this brand of goods will not be risky. So, home electric business, especially Amoy brand, need to pay attention to their own brand-building, bit by bit, day by day progress, focus on creating the credibility of the brand.

The second is the standardization of commodity materials. In the lack of physical experience of household goods online shopping, consumers can through standardized commodity materials, to anticipate the quality of household goods and experience. For example, consumers want to buy a sofa, but worry that the sofa is too soft or too hard to sit on the uncomfortable. If the commodity material standardization, the consumer can according to past experience or other consumer's feeling, know a sofa to use how sponge and spring, so can deduce the soft hardness of the sofa, so that reliable quality expectations, also reduce the need for physical experience.

Finally, the Distribution installation service standardization. This is basically a new service area. Dot Many, inventory logistics complex, door-to-door installation service process more cumbersome, if not standardized, is not guaranteed service quality. Therefore, the Home Distribution installation service standardization is very important.

Writing this article, see Daily Shun Home Service microblogging: Immediately after the home Electric business Services upgrade seminar, day and day shun home service provider operation and Management seminar held in Qingdao, implementation of daily Shun home "service home" service commitment.

Look forward to one day, daily shun home service in the home electric dealer "online sales, offline distribution and installation Services," The O2O mode, with "Intel Inside" quality protection of the finishing touch, thus promoting the household electric dealer sales model of constant change.