Rongcheng Home Electric dealer ignited a "spark"

N Newspaper reporter Chui

"Did you buy it online today?" ”

Nowadays, the wave of E-commerce is sweeping the country, "online shopping" has become one of the mainstream shopping methods of many consumers. Clothing, books, home appliances, digital and many other consumer goods have gathered in the major electric platform, so that every netizen can "around", find the most suitable products.

Today, this trend, but also spread to the home industry, the domestic various types of professional home electric platform has been established, some domestic mainstream home store leading enterprises even set up their own home online mall, in Fuzhou, into the field of electrical business has placed a lot of home stores and brand owners of the agenda, Individual home electric business platform already in Rongcheng ignited the first "spark".

So, can this further set off the "prairie" of Rongcheng home electric dealer? As there is no mature operation model can learn from the home electric business platform, to really

Fuzhou Local development and growth, the need to step over how many threshold?

New events

Home electric business platform set up successively

With the rise of E-commerce in the network tide, many home enterprises have become more and more attention to this new platform.

Since 2009, domestic enterprises have begun to pay attention to E-commerce, until 2011, many home enterprises have announced a test of hydropower platform, and Taobao and other network platforms open online. To this end, this year is also known as the industry "home electric Shangyuan."

August 1, 2012, Red Star U.S. Kay Mirs under the E-commerce platform, "Hung Mei Mall" open "limited" public testing, means that the traditional home shopping mall has also begun to expand E-commerce business, attracting a wide range of media attention.

At the same time, recently, Fuzhou also ushered in a new opportunity for the development of home electric business: to Hin Habitat Mall as the representative of the local home electric business platform is in orderly preparation. According to Xin Ju Mall (Fujian) E-commerce Co., Ltd. General Manager Machauning introduced, the mall is expected to start in late November, distribution will cover the city of Fuzhou, the future will also extend to other key cities in Fujian province.

In addition, the reporter learned that the intention to enter the electricity market Fuzhou local home stores are not a few. However, many insiders frankly, home electric business is still "look very beautiful", want to really bigger and stronger, still need to have a lot of investment, and there is no good to learn from the mature model, we are exploring in line with their own development of home electric business model.

Three sill

Locating the development mode of the platform

Home electric business wants to rise, the first thing is to find the development of their own platform and product positioning.

Because the starting point is different, at present, there are a variety of operating models of domestic mainstream home electric business platform: some rely on Taobao such a third-party platform, and some rely on their own strength to build a platform independently, and some will be "rent-collecting" traditional store mode moved to the network, regularly to its home electrical goods card collection Fixed rent Some of them are to adopt a mutually beneficial mode and distribute profits rationally.

"We belong to the latter, and we hope to achieve mutual benefit with our brand merchants." "Machauning talk, join Hin Habitat Mall brand Merchant monthly only to pay very low" promotion fee ", and do not need to pay tens of thousands of rent, greatly reduce the cost of the merchant, at the same time with the merchant to distribute the gross profit, and then common development and growth," this on the one hand on the mall product sales to achieve effective supervision, to ensure product price advantages And, on the other hand, always spur us to move forward.

In addition to the cooperative mode positioning, the combination of line online has become the current emerging home electric business platform mainstream model. "Furniture is not like clothing, books or digital products such as" small objects ", thousands of or even tens of thousands of dollars at the same time the huge volume of furniture in the eyes of consumers is absolute" consumer goods ", so consumers can not be easily without the site inspection experience, which has become a lot of small and medium-sized home manufacturers to the reasons for E-commerce. Many people in the industry talk.

As a result, in the construction of the network platform at the same time, the field to build a home experience museum is imperative. "We are in the Provincial Center track and field hall negative first floor has 5000 square meters of large-scale experience pavilion, which will give each brand about 50 square meters of exhibition space, consumers can experience the quality of our furniture, workmanship, materials, to eliminate the drift of online shopping and all kinds of doubts." Machauning said.

Logistics and after-sales service timely follow-up

After locating the development mode of the platform, the guarantee of logistics and after-sale link becomes the key point of success or failure of home electric business.

As we all know, home industry enterprises because of product characteristics, from the production to the sales process must undergo a great logistics test, at the same time, the network to buy sofas, mattresses, cabinets and other bulky furniture, once the quality of after-sale problems will be difficult to repair.

At this time, the experience of the library and service line support is particularly important.

As the site is almost no area restrictions, so the promotion of the experience pavilion and service stations become an important means of increasing the influence of household electrical appliances, they can provide furniture display and experience, but also become a logistics or after-sales service important fulcrum, every new city to open a home experience museum, On behalf of the electric business platform's radiation influence has extended to this.

"It can be said that the layout of the library under the experience of the model, to a certain extent, to solve the growth of home electric business worries, but also let each new platform to develop a more solid and strong pace." "Mr. Lin, the industry insider, said.

Avoid conflict with traditional channels

The biggest advantage of the electric dealer is that the product chooses a wide range and the absolute advantage of the price.

The same is true for home electric dealers.

But as a result, many businesses have to take into account the contradictions between the electrical business and the traditional channels. Many rely on traditional channels to start a business, is not willing to touch the electricity dealers have been all over the country early distributors, and for the dealers themselves, also faced with the impact of their traditional store brand concerns.

A dealer is worried to say: "I have stores in the major traditional stores, to join the electric business platform will save costs, and have a lot of price advantages, but if consumers are attracted to the electric platform, then our traditional stores will also be affected." ”

In this respect, domestic large household enterprises have come up with various methods to deal with. For example, Trimebutine furniture, family-oriented technology and other enterprises rely on a solid traditional channels, alone for the development of a new product line, and will be part of the profit distribution to distributors, and dealers to do is responsible for product display and after-sales service links.

For local distributors, you can also use online, offline products to differentiate the form of sales: Physical store sales of high prices and new products, and consumer goods through the online sales, so that online, offline does not conflict, the physical store sales are not affected, the opposite of the net and shop marketing can form a complementary situation.

Reminder: Change your spending habits to be persistent

However, some people in the industry also pointed out that although the experience of the museum, the line under the lines of sales to a certain extent to make up for the hidden dangers and deficiencies of home electric, but also increased the process of online shopping experience.

"Originally is the net buys, but becomes" the Entity shop Experience + on-line buys, the process becomes more, the consumer's purchase desire also will be diluted. It seems to be possible to save the storage cost of the experience shop, and not to choose the façade in the popular area, but it is not in line with the general people's consumption habits. "Insiders said, on the other hand, the online experience Pavilion to do is not only experience, more important is the transaction and after-sale protection, these also need 3-5 years of running-in.

People home director Jiang Dragon pointed out: "In addition, on the surface of the dealers surfaced the cost is very low, but the electric business platform to really big, the operating cost of investment can not be underestimated, many enterprises have to carefully consider the upfront input problem." ”

At the same time, how to achieve online service and physical store services consistent, to provide consumers with the most appropriate service security, whether it is home electric or traditional stores, are the core issues to be solved, although the network development is very fast, but to gradually change people's consumption habits, need to continue to operate. "Incredibly the home of Fuzhou Cha-ting shop planning manager Yushejiao added."