Research on the development of traditional channel electric business for home building materials

In the home building materials traditional channel electric business Development Strategy series article, we talked about the home building materials traditional channel development electric business some strategic thinking. We have talked about the fact that traditional channels cannot develop electricity dealers because they are developing, the development of electricity dealers should be regarded as a means of organizational change; The traditional channel development should focus on the core value of the enterprise, in order to strengthen the core value of the enterprise and strengthen the core competitiveness of the enterprise in the new situation. The development of electric business should be a protracted battle of the masses, and we must make full strategic deployment to fight a ready war.

The above is to explore the traditional channels of home building materials, the direction of the development of electric business, this series will be at a slightly lower strategic level, continue to explore the traditional home building materials enterprises How to do the problem.

1. Suning Electric Business Development track

Let's take a look at the history of the development of Suning electric business. Suning Electric business development can be divided into three stages: 1 inadvertently development, 2 full development, 3 lines under the line fusion.

Suning Electric Business development of the first stage, it should be said that Su Ning saw from the electricity quotient (especially jingdong) threat, so to develop the electricity quotient. However, it takes into account the vested interests of the offline entity store, so the development of the electric business has too much scruples and slow pace.

The second stage is the full development period. At this time, Su Ning has recognized that the development of electricity is not the choice, but endanger the survival of the enterprise, so open hands and feet, fully develop suning easy to buy. Suning development of the determination of the electric business is extremely firm: even if the suning line under the 1000 dozen shops, also should be by suning easy to buy to do this thing. In such a determination, suning easy to buy rapid development, has been bitten to Beijing east.

The third stage is the integration stage under line. Suning renamed to the Electric business, the second name for the cloud business. What is a cloud merchant? Su ning this definition: "We believe that the future of China's retail model will be ' store business dealer retail service Provider ', we call ' Cloud quotient ' mode." ”

Jindong to suning Electric business development 3 years Summary is: "First, the main force of E-commerce should be the shop, and not the electricity business, regardless of the store or the electricity business, the essence of retail profit depends on the localization of the operation and services; second, the development of E-commerce should be led by the retail enterprises, not by the electric business service providers dominate, E-commerce is the real economy is not a virtual economy, the virtual economy leading real economy will inevitably lead to bubble economy. ”

In a word, the cloud is in the full development of the electricity quotient under the premise of the return of the original traditional core business of suning.

Suning Gome in the home appliance market, each rely on their own trenches and machine guns to carry out a city of a physical store of the scramble. The war was brutal and the war was wonderful. However, suddenly did not know where from the Beijing-East Tank Corps, will suning gome their respective lines of defense rushed to chaos. Suning Gome hastily built its own tank corps to fight back.

Suning began to worry about their own tank corps will destroy their own offline entity shop, so the tank opened carefully, powerless. Later, the situation was forced to disregard the line on the front and all-out resistance to the Beijing-east of the killing. When the Tank corps and the line to work together can basically consolidate their defensive line, Su Ning timely adjustment strategy, the focus is redeployed to its core business----retail business. The new Su Ning has its own line of online next two lines of defense: Shop and electrical business. Online, coordinated defense and offense.

What is a cloud merchant? In a word, is "a core business, two channels, online integration under the line."

To say a word, gome has not yet been able to stabilize its defences because it failed to build up its own tank corps.

2. Choice of roads

I have always believed that the traditional channels of home building materials before the development of the road should be two, the first is to develop a relatively independent electric company (or department), the second is to make the entire traditional channels of electronic business.

and Suning Gome in the home appliance retail industry, home building materials industry, such as Mountains peaks, Tank Corps will not be able to open 1:30. Therefore, the traditional channels of home building materials still have time to choose their own electrical business development path: is the development of the electricity business alone? or traditional channels of electronic business?

There is little reason to choose to develop the electricity business alone. Everyone thinks so. On the other hand, it also reflects the specific thinking of traditional channel leaders. The biggest difference between the entrepreneur and the other person is that they almost only see the opportunity, while others are more concerned with difficulties. So when faced with the challenges of the electricity business, business leaders think more is how to use the electricity business to develop this opportunity to open the territory again, so that the size of the enterprise to another floor.

The choice of the individual development of the electricity quotient is to some extent not a choice, but is considered a must. You see that day cat double 21 days sales 19.1 billion, who see not echocardiography? Who does not want to imitate and surpass?

Home building materials industry to choose the traditional channels of electronic business road, it is not so easy, not so many reasons.

First, there is no pressing pressure. May feel a bit of a crisis, but it is increasingly found that the crisis will not come yet. The whole industry faced with the crisis of the electric business, although it is hinting, but still have "free tower View Mountain" relaxed.

Secondly, the whole traditional channels of electronic business, there is no ready-made mode, there is no learning model, there is no successful experience of the trader. Almost no one on the inside and outside of the enterprise will take the initiative to push this option.

To the traditional enterprise, the electric business of the enterprise may still be an unknown world: what does electricity business mean? How to realize the electronic business? The electronic business of enterprise is more important to the enterprise organization than the independent one, and it needs the organizational change of enterprise system. So unless there is a compelling case, the enterprise will not implement.

Review Suning's electric business development, in fact, first of all choose the first independent development of electricity quotient (that is, suning easy to Buy), and then line online integration, to achieve the whole Suning group of Electronic Business (that is, Suningyun business).

Su Ning's electric business Road, home building materials industry, traditional channel business can get through it?

3. Re-analysis of the road of electric commercial

We say that there is a connection between the development of electricity dealers and the two roads of enterprise, but it is more different. For home building materials industry, the key to the difference lies in the order of development. Whichever is the first, the result may be completely different.

For the road of the electric business, we need to solve three key problems: 1, whether the traditional channels of home building materials need to be electronic business? 2 Do we have enough time to make the traditional channels of electronic business? 3 does the traditional channel electronic business have enough intrinsic interest to drive? Let's analyze these questions.

First, whether the traditional channels of home building materials need to be electronic business? Although we have not yet a detailed description of the specific content of the electronic business, but the concept of electronic business should have a more unified and clear understanding, that is, the traditional channel using the Internet resources and technology for operation and marketing. In this sense, perhaps the answer is very clear: home building materials, traditional channels of electronic business is necessary!

Fashionable words: Home building materials, traditional channels of electronic business is to keep pace with the times. Just imagine, if which antenna under the competitors or online electric dealer efforts to get through the line under the channel, the Electric Dealer's tank regiment suddenly appeared in front of the traditional channels can only be helpless. This is the fatal attack that Su Ning Gome met a year or two ago. The traditional channel-makers of any home building materials are unwilling to face such a crisis.

Therefore, the home building materials traditional channel enterprise's electronic business not only must, and is very necessary.

Secondly, is there enough time for the electronic business of the traditional channel of home building materials? I summed up the current home building materials electrical business development trend for the "online down, offline." Online under the line are working hard, but have encountered great difficulties. This difficulty, but also to the home building materials traditional enterprise Electronic business process has won time.

This consideration is very important. If the home building materials industry is also like home appliance retail industry encounters the electric dealer's raid, that traditional channel merchant should use the unusual method to resist such attack, but cannot adopt the more moderate electric commercial Road to construct own defense line.

The last question is: Does the traditional channel have intrinsic benefit driving power to the electronic business? We say that enterprise's electronic business is the organizational change of enterprise. History shows that the organizational change of an enterprise will succeed only if it has internal interest-driven forces. Otherwise, the enterprise organizational change of the good plan Ten will be within the enterprise internal resistance to dissolve, the final may be dismissed or completely changed.

We say, home building materials, traditional enterprises, the intrinsic impetus of electronic business is existing, the reason is the strong pressure of market competition: 1 The contraction of the market demand caused by the real estate tightening policy; 2 The division of Consumers ' traffic by the electric Commerce Net purchase; 3) the capacity of traditional shopping malls driven by commercial real estate interests is constantly saturated. Therefore, even without the threat of the power quotient Taishan, the flow of traditional shopping malls is shrinking and business is getting harder to do. Traditional channels of front-line staff in the conscious search for breakthroughs in the day-to-day work has been consciously and unconsciously embarked on the process of electronic business. And then the enterprise to do, only in the business of the internal needs of the policy support and system guidance. Water into the natural drains.

Above we analyzed the home building material traditional channel has the necessity to the electricity business, also has enough time to realize the electric business, and also has the intrinsic demand of the electricity business. So, home building materials, traditional channels of electronic business process is feasible.

Next, we have to analyze the traditional channels through the independent development of electric power to achieve the entire channel of electronic business, and if it can be done, this road and the traditional channels of direct electronic business compared to what is better or inferior? Please see the next article, "Home building materials, traditional channel electric business development platform strategy."

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