The road of Trimebutine furniture

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

It is a general trend for home enterprises to develop electricity quotient, and no one will have any more questions. But the key question is: How does the household enterprise develop the electric business?

Experienced by the development of the household enterprises are aware of the electrical business is difficult to do. Otherwise, I will not love the rapid development of the electric business today, but rarely successful home enterprise electrical business. This article on the trimebutine furniture of the electrical business development experience, to analyze the household enterprises to do the electrical business why difficult and how to overcome difficulties.

1 How to persuade dealers to do the electrical business together?

Furniture enterprises to do electricity, business dealers in the first reaction is their own cheese passive. Instinctive resistance is natural. But the Enterprise on-line sale, but needs the dealer to assist completes "the last kilometer" the distribution installs the service. Therefore, unless the business dealers are willing to cooperate with the enterprise, the enterprise's electric business strategy can not be achieved.

Moved the dealer's cheese, but also dealers and business cooperation, this is the first difficulty of the electrical business.

Dealers are willing to do the sales of the "last kilometer" service, it is necessary to communicate to allow dealers to understand the need for the development of electrical business.

Trimebutine was started as a dealer in 2008. Coinciding with the financial crisis, the furniture market is depressed, but it is also a good time to persuade dealers to join the ranks of the electricity. In the spring of 2009, Trimebutine will be the distributor of their distributors to Beijing, closed door three days to experts for the dealers to instill the concept of e-commerce, and ultimately make the dealer in the concept of cooperation to reach an agreement. Trimebutine, the head of the electrical business Wunina recalls: After full communication with distributors, formed a common power to do the determination and confidence.

2 How to distribute benefits rationally?

It is very important to unify the dealer's ideology, but the reasonable profit distribution is more crucial.

How to carry on the reasonable profit distribution to the merchandise that sells on the line is absolute test enterprise wisdom and courage one thing. You know, online shopping is already low price, profit than traditional channel sales a lot lower, and the cost of the Internet operation is more and more high, but also with the distributor profit, it is a difficult word! This is the second hardest.

The sharing of furniture enterprises and distributors in the era of net shopping requires a new operating profit view and a new profit structure system. Usually said small profits but quick turnover, in fact, is largely a rational speculation rather than a fact, because there is usually another sentence: good goods are not cheap. Even if you dare to sell it cheaply, consumers can't afford to buy it cheaply. It is impossible to have small profits if the profit margins are not more than sold. But the net buys the commodity to be cheap a big reason, moreover because the net buys obviously to be able to sell, therefore has the net to buy the cheap, has the net to buy the small profit margins.

Multi-sell to small profit margins, and should profit margins. This is the net purchase time profit view.

We look at how trimebutine with distributors to redistribute benefits. First of all, Trimebutine took out a product for net sales, and the goods in the dealer shop in the display area for a large area of compression, so as to save a large number of rental dealers. At the same time, Trimebutine also in the way of logistics subsidies to obtain distributors to sell goods after-sales service support.

On the other hand, trimebutine the supply chain optimization by small profits but quick turnover, and successfully transferred some cost to upstream suppliers. "We take the channel Synergy mode, the online resources under the line to effectively balance and combine." Wunina concluded.

3 How to unify the price of the net sale commodity?

Unlike traditional furniture sales, netizens must clearly price them. Although some traditional home channels have also been introduced at one price, but eventually because of the traditional channel with the line of consumption habits do not meet. Furniture enterprises to change the traditional price method once in place, there are 1000 not accustomed to 10,000 difficult to operate. This is the third hardest.

Another major feature of traditional household goods is that prices are not uniform. The supply price of the enterprise is consistent, but the price is not uniform because of the different operating costs of the distributors. Now network sales not only to price, and must have only a unified prices, and this unified price is much lower than the traditional channels of commodity prices. This low price if only appear in the online shop, but Trimebutine also will be the price of the distributor in the dealer's shop, visible trimebutine do the determination of the electric business.

The electricity merchant net buys to the traditional distribution channel price system to have the tremendous impact, the electric business development will certainly carry on the transformation to the traditional home channel unreasonable factor. Trimebutine choose to do net sales of goods, than offline goods cheaper than 20%, and the national unified prices, and in the dealer's shop price tag. This is in almost all home enterprise electric business, can be said to be unique.

4 How to let consumers experience the net selling goods?

Home industry electric dealers have not been able to develop as the electrical appliance industry, a major reason is that household goods are non-standard, the price is big, consumers need the kind of experience to decide to buy. General household enterprises to do electricity, more than the net sales of goods and physical stores distribution of goods, the implementation of net sales for goods, at the same time enjoy a special net sales price. I call the electrical business development of commodity prices "dual track." In fact, this "two-track" In some way avoids the difficulty of unifying the price tag.

However, this "two-track" has brought home goods online sales of another big problem: the commodity experience difficult. This is the fourth difficulty of electric Shangzhi.

Trimebutine to solve the problem of online sales experience difficult way, is directly in the dealer's shop to display the net sale of goods. Trimebutine that to really want to create value for customers can not be separated from the service under the line. Trimebutine Distribution Shop with a network of goods in the display area for customers to carry out the kind of online experience, and in accordance with the uniform price of net sales in the shop purchase. Wunani said: "In the electricity quotient platform has more product present, on-line has the experience shop, we will the entire line on-line resources effective balance, causes the customer the experience to be very smooth." ”

Should see, even if the experience of the museum under the cable, Trimebutine experience is still relatively limited, because the online experience in the museum can show a limited number of goods.

5 How to solve the last kilometer service?

The net sale of household goods, in addition to the need for offline entity experience, merchandise after-sales distribution and installation services are also a major challenge to the electrical business. This is the fifth difficulty.

The General home Enterprise After-sale distribution Installation Services, basically rely on its dealer system to complete. Therefore, the electric quotient "dual track" although avoids the commodity and the price line under the conflict, but cannot avoid the enterprise and the dealer in the net sale goods 2048.html "The profit distribution contradiction." More importantly, even if the distribution of benefits is reasonable, home enterprise's net sale commodity also because the dealer's resistance sentiment (originates from the ordinary person general "the on-line sells the line to sell less naturally" the natural idea) or even is the dealer's staff for the standard consideration but will the net Sale goods service order moves after the small gestures, Will greatly affect the enterprise network sales of the user experience, to the enterprise's electrical business development has a certain impact.

Trimebutine in the solution of the last kilometer of service, there seems to be not much to analyze the things: the net sale merchandise has the song US dealer to be responsible for the door-to-door installment, the remote area by the third party logistics service.

Trimebutine can be said to be China's traditional furniture manufacturers to do the first, but also in the electric business on the road to go furthest. It should be said that Trimebutine did a lot of good results, but also to other furniture enterprises to demonstrate the development of the electric business Road. But there may still be a long way to go before the trimebutine is fully computerized.

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