The electric business Road of the traditional channel of home building materials

Finally to explore the home building materials under the traditional channels of how to do the problem of electrical business. We have talked about the treasure day cat opened Love Bee tide grounding gas, talked about the home network rumors of the acquisition of Oriental Home O2O mode, talked about Jingdong Mall and Sina home on the line of the motives of cooperation, also talked about Amoy brand beauty Lele How to leave the world's story. Above these household building materials electric business development story, is the online electric dealer attempts to enter the household building materials industry (such as Jingdong) or to the line channel expansion story.

These stories are wonderful, but they are certainly inferior to the stories of the electric dealers in the offline traditional channels. The reason may be very simple: online electrical dealers into the home building materials industry, do little to only relate to the size of their own market territory. But for the traditional home building materials channel, whether the development of electric business can be successful, but it is life and death of the robbery, determines whether they still have the right in this industry mixed survival problem.

Life and death phase, of course, more exciting.

1. The Wolf dances with the Wolves

As far away from the center of the electric Business war, so the traditional channel of home building materials, the development of electrical business seems to lag far behind other industries, until 2011, began to appear home building materials industry traditional channels to do the news. Incomplete statistics, 2011 on the proposed to do electric business enterprises include: Red Star United States Kai Lung, incredibly the home, Ji Jswb, Moon Star, Ikea, Golden Seahorse and so on.

And 2012 years double 11 Taobao cat 19.1 billion sales, may become a real wake-up home building materials industry awareness of the historical moment.

The Wolves are coming! The wolf is really coming!

Perhaps some home building materials industry giants are not afraid of wolves, and even some excitement. Because they have not only seen the opportunity to dance with wolves, they may also see the opportunity to become the new era leader of the electronic business.

For the increasingly close to the electric business, home building materials industry enterprises may instinctively first feel that the threat, but then saw the opening of the territory to expand the business opportunities. Backed by a substantial capital, these home building materials industry giants naturally unwilling to lose such a once-in-a-lifetime opportunity, so we will see home building materials, traditional enterprises of the electric business strategy, are often very ambitious, will be in the original business based on a great expansion, and some even beyond the home building materials industry. This is the nature of the entrepreneur. This kind of expansionary electric quotient strategy, from the angle of strategic development, is beneficial, but at the level of strategy execution, this kind of expansion strategy has certain side effect.

Perhaps it can be said that the traditional channels of home building materials to do electrical business errors, to some extent, and the expansion of the strategy is inextricably linked.

2. Life and Death robbery

Based on the basic understanding of home building materials industry, I originally had a theory that the home building materials industry to the electric dealer's aggression has certain immunity: electric business War is like the central Plains warlord scuffle, because no insurance can be kept, so the only defense is to increase the category and SKU number, the only offense is the price war. You kill me, you bleed, I kill, I walk. and home building materials industry, such as Shanxi's Shing, by virtue of the mountain pass, let the warlords in the central plains of the chaos, I am free from the outside.

However, with the development of the industry, I gradually changed this view. One is offline on the line has its own internal contacts, as is rumored to be home network acquisition has closed the Oriental home. With the deepening of the competition in the real estate era and the further pressure of the traditional channels, there will be more traditional channels to seek and online cooperation to break through; second, the line on the offline grounding gas O2O mode of attachment, such as the Sky Cat Love Bee tide. This is the first choice for the development of online platforms. Unless proven blocked, the online platform such as Taobao Cat will also spare no effort to get through this road.

However, the main reason is that home building materials and traditional channels in the marketing function of the essential difference. We in the "home electric business channel marketing chain Analysis," a detailed analysis of home building materials electric business channel marketing chain concept, which is the traditional channel of home building materials life and death challenge.

We have said many times, home decoration consumers in the process of consumption is a step by step, they urgently need to purchase information. Due to the limitations of the channel, the traditional channels can not provide such a precursor shopping information, but the Internet for home building materials, electricity providers to provide pre-sales information provided by the excellent conditions. It can be said that, until the emergence of home building materials, the basic needs of consumers can be better satisfied. This is the home building materials electric dealer is superior to the traditional channels.

In other words, Ma Yun said that the challenge of the traditional channels, in the home building materials industry has been fully reflected. Not only a brand new sales channels, but more perfect marketing functions to meet the needs of home decoration consumers. This is the home building materials electric dealer to the traditional channel revolution, is the advanced mode of operation to make up the traditional mode of operation of the representative.

This is also the home electric business development of the most fascinating place: on the one hand, the front of the online shopping guide information display has an absolute lead in the traditional channels under the advantages of the line, on the other hand, but also inseparable from the line under the traditional channels of support, like other industries, such as electric dealers can

Online and under the tangle, is a home building materials electrical business development of a major feature, but also the traditional channel to develop a major obstacle to electricity.

3. Traditional channels of the electric business strategy

The traditional enterprises need to set up the electric business development strategy, the first motive is the Enterprise family's instinct grasping to the industry development tendency, is the challenge to ego.

What is the strategy of the development of the electric business? This is a successful home building materials traditional channel business, is really veterans encounter new problems. Past successful experience seems to be a plausible reference, others in the success of the electronic business is more like mist in the mirror water flowers, seemingly beautiful but uncertain. What is more important is that the failure of others to develop their electricity quotient is difficult to obtain.

Using the successful experience of the line to plan the development of the online electric business, this can not but tangle.

The traditional channels of home building materials, the forerunner of the electric dealer is a beautiful but absolutely unfamiliar field, to make the right strategic planning is indeed a simple challenge. At the same time, the size of the enterprise and decided that its electric business development can not be like a start-up enterprises from zero to do the gradual development, but to have a match with the existing enterprise size of the electric business strategic planning and starting point. Under such conditions, it is almost impossible to make sure that the electric quotient strategy of the enterprise is not deviated.

Home building materials The traditional channel of electric business development Strategy is a long exploration process. This is a painful process of continuous self-denial, even costly tuition, but afterwards it will be found that everything should be paid and worthwhile. Unless you have the patience and time to wait for others to get to the point of first exploration and gain more valuable lessons, there is no alternative to the traditional channel business.

For traditional enterprises, a very likely approach is to be in strategic planning with a successful electric business as the goal, and then add their original offline resources as a competitive advantage. For example, the traditional enterprise ready to do the online platform of the electric business, to the sky cat as the goal, that their "Day Cat platform line shopping channel" will become another new home building materials electric business Big Mac.

For such an electric business strategic plan, we need to understand two key implementation conditions: a) Even if the cat all home building materials related to the merchants all moved into the new electric platform, whether can become another day cat? B is the new "Day cat" able to integrate organically with the original offline traditional channels?

Obviously the above two problems do not have simple solution, often the traditional enterprise's electric business strategy is stagnant in these two issues, because first of all, the cat is not suddenly falling from the sky, and the electrical business Channel culture and methods with the traditional channels have a great difference, line on the organic fusion is not able to achieve in the short term.

Even if the above two problems are solved, there is a more important question: what is the business relationship between this electric business development strategy and the original traditional channel of the enterprise? is the offline channel business excluded from the electricity business or is it integrated into the online business?

Home building materials industry line under the traditional channels to do electrical business, should be encountered in all aspects of the line under the conflict, so that an ambitious electric business development planning encounter difficulties, and finally overcome one another difficult process, and gradually learn how to develop the most suitable for their own business development of the electric business strategy, and finally achieve the electrical business nirvana.

How is the line of Business division and coordination? How to build the electric business team? What is the reasonable coordination of the interests under the line? What is the integration of traditional channel online? We will be in the "home building materials traditional channel electric business integration," a detailed discussion in the article.

(This article is the original, only representative of the personal point of view.) All rights reserved, reproduced or quoted please indicate the source. ）