Red Star Mei Kai Long: Light your O2O or empty

A few days ago, the author passed the East gate of Nanjing Hexi Olympic Center, which is one of the landmark buildings in Nanjing, opposite it is the 08 High-profile settled in Nanjing, the Red Star of the United States Kai Lung, still remember to sign the agreement that day, the media praise voice constantly. The weather is good in Nanjing these days, the warm spring is coming, but this high-profile into the new area of the Red Star of the United States Kai Lung Olympic store, quietly closed, and then a ask, has been closed for more than half a year, and the original in order to be in the central store or clip store for a good position, accustomed to all kinds of taxes and taxes and had to lose in , and finally breathed a sigh of relief.

These days, about the Red Star Mei Kai Long electric Dealer's negative news is also constantly, although the Red Star Electric Dealer's responsible person repeatedly denies layoffs, the personnel change is very normal, also cannot conceal the Red Star electric dealer to burn the money after the exhaustion state.

Do the three of the newly-appointed fires burn or amuse themselves?

Perhaps it was the latest in three fires, perhaps to quickly change the negative image. Today, there is a so-called forwarding more than 16,800 times, reply only more than 800 stories of micro-blog article "2 Days 2 billion: O2O of the Red Star United States Kai Lung and a so-called popular micro-bo" Song of 2 "MTV video, attracted a lot of people's eyeball, the author is a micro-broad, a large number of fee micro-broad also forwarded.

Point to see, sure enough, a lot of repetitive, robot, zombie powder, artificial new powder to help paste copy, or a random send a word, created the tens of thousands of forwarding. Citing Weibo id@ lecturer Showen: "Although it is a typical title party, it really represents the essence of Chinese culture pompous, full of words affectation, I do not see any of this in the bright spot, and O2O is not half a dime relationship, I do not know that such a program can also make 2 billion sales?? ”

This micro-blog appendix of the "Song of 2", is a pure commercialization of the adaptation of the song, invited some actors, mainly performance of a few super rich people to dress up to save money, must participate in 3.23, 3.24 days of the Red Star of the United States Kai Lung. and a few building materials boss to discount, the end is for this 20 percent activities under the definition: 2 is the spirit of entertainment, but also honest business. Does this mean that the business before the Red Star is not honest?

It is clear that the professional micro-blogging operators in this micro-blog, a lot of effort, at least forward data, Red Star leaders must be very happy.

But the article is known as the so-called "O2O" sales two days 2 billion, the author also expressed a shock, is the Red Star before the report is false? An electric dealer with an average daily sales of 1 billion and an annual sales volume of 365 billion can be blamed for losing 200 million?

Of course, the data will not be false, originally, this is Saturday Sunday National Red Star Mei Kai Long store created success, although compared to last year National Day Red Star nationwide 4 billion of the sales to compare, the difference is half, but it is indeed a success.

However, this activity is only a red star routine promotional activities, in addition to the use of the Internet to send a soft text, did a micro-blog payment dissemination. Half of the money has not been through the Red Star electric business platform deal, can be said really with the Red Star Electric dealer "half cents" relationship.

Red Star electric business disease is desperately to highlight the difficulties of traditional industry electric dealers

Previously, some media have reported that the line before and after spending more than 200 million (although the Red Star has repeatedly denied), online turnover of only 40,000, can be said to slip the world of the big, and worried about the Red Star, but also in the group of almost all the senior President of the group at the same time as the senior Vice

The traditional industry in the face of the tide of Internet power merchants, guilty of!!!

November 11, 213 million Chinese netizens gathered online Taobao, Taobao 19.1 billion daily sales, only home sales broke through 1.2 billion. 2012, Taobao realized a trillion in sales, accounting for 2% of GDP, and according to Ma's Memory, 2003, the entire Taobao sales of less than 100 million.

9 years, a website, from 100 million to 1 trillion, doubled 10,000 times times. In the face of such temptation, I believe the Red Star, like other traditional industries, have been eyeing this piece of fat. And the Red star than some envy traditional enterprises to kill into the blue sea faster fishing, the result is predictable, drubbing and empty.

Guilty of the Red Star and see O2O This so-called model, and carried out their so-called breakthrough, in fact, the 3.23 two-day promotional, with the Red Star for many years accustomed to the holiday promotional methods completely consistent, but more attention to the role of internet advertising.

Red Star stores are destined to gain nothing on the Internet

Red Star Mei Kai Dragon is not a lack of negative large enterprises, shop riots, rent rises, performance decline, the IPO is not smooth, sell fake goods, poor quality, businesses are unable to pay rent, all over the store close ... It seems as long as the store is a mess, no matter the size of things, the Red Star is also indispensable, can stand on. Red Star's marketing department in addition to coping with promotional activities, but also always beware of the headquarters of the Media public relations monitoring, to find the media to delete the manuscript is also commonplace.

Red Star Mei Kai Dragon each store, are decorated very luxurious, the size of the joint endorsement of advertising in any media, can see that the money is cost, and is huge. And the only bad luck business and consumers, businesses each year to face is rising rental costs, staff wages, purchase or production costs, these are added to the consumer head.

External image packaging, to the Red Star affixed to the high-end logo, so the inside of things expensive, ordinary consumers deterred. In fact, the high price of the red Star furniture, may not be perfect. Because the same quality or brand of things, in the same business, different places, may be the difference in prices, for example, Taobao, or some local Web site forums, many have learned to network marketing business, through the Internet, to get rid of similar red Star Store control, in the Internet this broader space, To create their own brand image, to obtain a more reasonable return.

Ordinary consumers, then through the network to obtain a good price-performance products, do not need to go shopping, or optimistic about the style and size, delivery, installation are one-stop service, the price is much cheaper, real savings.

The nature of the Red Star store doomed him on the internet price, quality, professional advantages, can not compete with the network business, and the Red Star of the current consumer groups are more and more young, the popularity of the Internet to store the future of the cold winter bought the seeds of death.

But in the face of the great temptation of the internet market, the Red Star's temptation has repeatedly failed, and the technique is very naïve. Seems to build a station, can sell? To the president of the on-the-job will be able to drive the development of electric business? or through the PR company to micro-blog operating account money, it seems to achieve the perfect O2O?

PostScript：

The author has always believed that the traditional industry in the internet age, whether it is electric business, marketing, promotion or the recent popular so-called O2O, inseparable from the professional word. Red Star Mei Kai Dragon in the field of Home stores do have their own professional advantages, in other sectors of the temptation also has some sweetness, such as the real estate industry. But compared to traditional industries, the Red Star of the United States need to take the road and the fruit of the failure of the bitter need to go through a lot.

The internet operation of the household industry needs to cross the field too many, involving also very wide: Internet, electric business, home store, building materials business, factory, decoration Company, designer, traditional media, network media, marketing, Network Marketing ... Red Star to go a lot of road, so a professional team and management needs to consider the comprehensive quality requirements, it is not the traditional operation of the store that set of thinking mode can be competent, or simple internet operation and maintenance of ideas can be solved.

Red Star to do electric dealers need to leather their own life, there are chance, otherwise can only be the Internet revolution, the internet era of traditional industries declined specimens.

This article is also dedicated to often entertain themselves, immersed in their own world of the so-called traditional industries want to do a good job of "electric quotient" friends, we need to take a long way to go, the Chinese traditional industry is willing to health of the electric business, I wish success!