Talk about home improvement electric business

(This article is published in the "East China Furniture" September 2013 issue)

Since joining the home electric business industry, has been in practice to explore the development of home electric business. First O2O mode, mainly the network group buying mode in the landing of traditional shopping malls, and then online integration, that is, the traditional home channel how to develop the electric business strategy. Although quite a harvest, but rare traditional home channel ultimately win the direction.

So, I take the vision to break through the limitations of traditional electric, from the process of home improvement to explore the ultimate direction of electrical business development. After a period of thinking, suddenly have such a concept: Home electrical manufacturers.

Home electrical manufacturers do not refer to the home improvement Company to do electricity, of course, do not refer to the electrical business to do home improvement. Home electrical appliances is such a concept and structure, it can better comb and realize the content of household electricity.

Why is the home improvement electricity dealer? The answer may be simple: whether it is furniture or building materials, basically is to achieve a part of the consumption process of home improvement. Look at home electric dealer alone, just a commodity sales process. Although the home electric quotient also how much involves the concept of the decoration, but basically mostly is auxiliary, plays the drainage function of the green leaf foil.

The electrical quotient of home improvement is a complete system concept.

I once in an article entitled "Home Electric Business channel marketing chain Analysis", the article pointed out that the home consumer online, may be the first demand is not the commodity itself, but related to the information. This is the home electric business Development special place. Through the analysis of the process of home installation, the article draws the concept of the marketing chain of household electric business (see photo). The black word is the traditional channel function, white text indicates the internet to the home sale function enhancement. ）。

The user net buys, is because the net has the home building material product sale, but more importantly, is because the Internet has provided the rich home building material commodity information, has provided can and other has the same demand the Netizen mutual exchange space. In a word, the Internet for home building materials users to provide them with the necessary decoration shopping guide information.

The concept of home appliances, in fact, is in the above household electrical business marketing chain based on further in-depth development, it is based on the needs of consumers, from the home improvement system business processes, from the electrical business of the nature of the operation and from the future of all the industry (including home building materials) strategic competition height, to redefine the direction of the development of household electric power.

I use the concept of spring to describe the concept of home electrical manufacturers. The consumer's consumption process of home furnishings naturally forms a spring. Home improvement consumers have a lot of problems: first is to seek new home how to layout? Are you looking for a home improvement company? Is it half a bag or full? What is the decoration process? How to reduce the cost of home improvement? How to ensure the quality of home improvement project? What building materials do you need to buy? What kind of brand do you buy? How much money is worth? Where to sell building materials? ...... A series of problems, constitute the home improvement consumption flow, that is, I said the spring home decoration.

Look at the current home electric business solutions. For example, sell building materials, that is, in the whole of the spring downstream open a hole, to solve one or a few problems, such as: "What brand to buy the building materials?" Where do you buy it? Wait a minute.

However, almost everyone knows the importance of the source of home decoration spring, because it is the source of spring. So almost all household electric dealers will increase the content of information on home furnishings, including the introduction of decoration companies, designers to the online platform, to attract more traffic.

At this time the problem also comes: for example, to sell building materials products based on the site, then the content of the information is only an auxiliary function, it can not bear the task of spring source, the business process on the site can not constitute what we call the home of spring, Ding dong dong all the way down. At the same time, the site's business diversification confused the mall's precise positioning.

We have in the home electric Business competition positioning analysis, compared with the Tu-ba Rabbit network and Qi Jia Net. Although the home network is a home electric business veteran, but because of its new site group buying, shopping malls and family and other functions coexist, so the effectiveness of its flow, but far less than a single installed function of the rabbit.

Let's take a closer look at the Alexa network and the data of the Rabbit network. Although the Alexa traffic monitoring data is not very accurate, but also can basically explain the problem.

Qi Jia Net

Tu ba Rabbit

Daily average UV

312,000

136,000

Daily Average PV

1,560,000

2,342,640

PV per capita

5

17.2

(The above data from the Alexa.) Time is August 2, 2013 4:00pm)

We see: Although the daily average of the net UV is much larger than the daily average of the rabbit network up, but the daily average PV network is 3 times times more than the home network. People who know more know: Qi Jia net annual tens of millions of of the network promotion costs, and the network of Tu-ba rabbit net promotion on the cost of almost zero. Therefore, the flow of the Rabbit network is the first absolute precision flow, followed by its precise flow is absolutely natural flow.

The above comparison illustrates the intrinsic difference between home electric quotient and household electrical appliances, and explains the great potential of domestic electric manufacturers to build consumer's flow entrance.

The internet is expanding the connotation and extension of the marketing system of home building materials industry. The change of the extension is simply manifested in the change of sales channel and mode, and the change of intension refers to the fundamental change of the marketing mode. Network Marketing will be home building materials marketing links from the traditional sales and after-sales service to expand to provide pre-sale shopping information, so that it becomes a closed-loop marketing chain, this is home electric network marketing in the marketing model of the fundamental changes.

Therefore, the electric dealer to the home traditional channel's impact, is not only manifests in the sales volume. In fact, the electric business through the provision of home decoration Shopping Guide information and the domestic building materials accurate passenger traffic upstream control, is the biggest advantage of the development of the electric business.

Precision flow for the king! Who has the precise flow of home improvement consumers, who have the future of the industry. Therefore, home decoration consumption of the front shopping guide, should become the industry's future strategic commanding heights of competition. The strategists will fight!

Home electrical manufacturers are to do home decoration consumption of the front shopping guide flow entrance. Compared with the existing household electricity quotient, it has two main characteristics:

1. Clear and unified business process. Home electric business, do home furnishings and sell household goods is carried out separately. and the home electrical appliances and household goods sales will be organically unified in a spring-like process;

2. The concept of flow portal is stronger. Because of the unity of the business process, so its business positioning more clearly, home decoration consumers of the flow of the concept of natural formation;

Do "one-stop" home service has always been the dream of traditional household channels, but because of the lack of the ability to provide pre-sales shopping information, so failed. We are able to complete this task easily on the Internet, with the home electric business to create "one-stop" home improvement services.

Of course, understand that the concept of home electrical manufacturers and do a good job of home electrical manufacturers are two different things. At present, some sites have been at home in the positioning of the electrical dealers have taken a welcome step, but from the effectiveness of information organizations, as well as the later home building materials Shopping Guide The effectiveness of the process more aspects, there is a huge room for improvement.

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Home improvement electric dealer may be a breakthrough in the development of household electrical business bottleneck direction. More importantly, home appliances is the future of household decoration Industry competition strategy commanding heights, military strategists will contend.