The situation and task of the development of household building materials electric business

Home building materials electric business development may be one of the few even can be called the only existing E-commerce has not fully launched the industry. This phenomenon appears to be very uncoordinated in the world's booming electrical quotient. The reason is not the home building materials industry does not want to keep pace with the times, but the industry has a considerable development of electrical business difficulties.

In a traditional shopping center General Manager Training course, I put home building materials electric business development situation and task summed up into four: The big trend, great challenge, big crisis, big strategy.

The main trend is to talk about the overall environment of enterprise management, the big challenge is the development of household building materials industry, the difficulty of the big crisis is to talk about the traditional channel of home building materials faced by the electric Dealer Challenge crisis, and the big strategy is to talk about how traditional enterprises should formulate and implement the development strategy of

The development of electric business is fast changing. A few months ago, the contents of the Business General training course may have been quite outdated, but the spirit of the "Big Four" has not changed. The old bottle of new wine, we share with you today.

1. Trends

There is no doubt about the trend of electric business development. But the speed and direction of its development is worth talking about.

Half a year ago, I first to the traditional shopping mall business, but also everywhere looking for a variety of numbers, what the number of Internet, what the number of online shopping and internet sales, what the pace of development, and so on, seems to feel the need for these figures as a strong backing to prove the trend of the electric network

But after 2012 years of Double 11, I give the general training courses to talk about the electricity quotient, the previous numbers are discarded. The double 120.1 billion sales have been deeply imprinted on everyone's mind.

As Ma said, the Double 11 Taobao day cat's online shopping spree, has sounded the electric business to the traditional economic challenges of the assembly number.

There are two stories worth mentioning in the development trend of electric business. One is Ma Yun and Wang to wager 100 million yuan; the second is the recent Su Ning to electrification again renamed "Suningyun Merchant". Behind these two stories, it is not only the problem of the development trend of the electric business, but also the direction of the development of the electric business, especially the development direction of the traditional enterprises.

Wanda's Wang and Ma Yun to gamble, and did not completely negate the trend of the development of the electric business. As we all know, Wanda has been actively preparing its own electrical business team, planning their own electrical business development. So, Wang and Ma Yun to gamble, in fact, is not the issue of whether the electric business development, but on how to develop the gambling power.

When the vigorous development of the electric business no longer exists, people's attention began to turn to the direction of the electricity business. Wang is standing in the traditional corporate position to see the business change, he saw the direction of the development of the electric business of course and Ma saw different. Wang still firmly believe that the offline real economy is king, but his idea has not been fully elaborated in the gamble.

Su Ning again renamed the story of the electric business development direction of the public to clear. In explaining his new organizational change policy, Jindong said: "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. ”

It should be said that Jindong a good explanation of the Wang and Ma Yun's position on the relationship between the traditional economic relations: the development of electric business is only the traditional enterprise in the era of the organization of the transformation of the means, the electric business should not become the goal of the development of traditional enterprises.

What is the goal of the development of the traditional enterprise electric business? Suning called "Cloud quotient", I call it "big business without electricity".

This is the traditional enterprise in the development trend of the electric business direction choice.

2. Big challenge

This is the home building materials industry in the development of electrical quotient to explore the development of household building materials electrical business faced with the unique challenges

We should have been familiar with the various difficulties encountered in the development of household building materials, and also have a very clear idea of how to solve the problem: that is the O2O mode. However, the recent efforts of home building materials industry in the development of electric business shows that this O2O model is easy to say but it is difficult to do. I use a word to sum up the home building materials industry development of the difficult situation: the line on the down, offline.

This is what I call home building materials industry, the development of electrical business challenges.

On the line, the main problem is Taobao day cat encountered difficulties. The problem is not obvious, because other power companies have not yet entered or just started to enter the home building materials industry.

Taobao Cat encountered the "online down" difficulties, also concentrated performance online sales of home building materials mainly concentrated in hardware, sanitary ware, plate furniture and other standard goods, customer unit price than the traditional channels of home building materials, the customer unit price is much lower, home building materials, non-standard products sales still not smooth. Taobao Cat tried to get through the line of love and set up a wave, after the first failure to try again after the effect is not significant, not fully implemented.

Because of home building materials industry sales channels and the particularity of goods, online electrical business enterprises in the home building materials industry has developed, it must get through and offline channels. This is the electric business enterprise next development main direction.

On the other hand, almost all of the traditional home building materials enterprises are trying to develop their own electric business, but so far has not seen the success of the case. This is what I call "Offline".

In a word, home building materials industry electric business development line to down, or offline to go up, need to solve the following common problems:

1 How to solve the traditional distribution system of home building materials? Is it dependence or negation, or transformation?

2 How to solve the home building materials industry price system? How to solve the regional price difference? is the implementation of the price tag?

3 How to solve the online consumer home improvement experience process?

4 How to implement home building materials merchandise after the "last kilometer" service?

5 The development direction and trajectory of the dual-track line?

3. The Great Crisis

Here to talk about the online home building materials traditional shopping malls facing the challenges of the electricity business.

As in other industries, the development of the electrical business to the offline traditional shopping malls caused a huge pressure of diversion. This is the first crisis that the traditional shopping malls feel under the line. Coupled with the advent of the real estate era, this sense of crisis is even more pronounced.

But I talk about the big crisis, is not to refer to the above electric business development on the traditional channels of home building materials brought about by the pressure, but refers to the development of household building materials marketing function, to better meet the needs of consumer home furnishings, so more effective control of the precise flow of consumer decoration. Once the precise flow of consumer home decoration is monopolized by the line, the traditional shopping malls are facing the real crisis of life and death.

This view, we in the "Home building materials electric business channel marketing chain Analysis," a detailed discussion.

This life and death crisis, because the last section of the "Online can not go down" difficulties, there is no obvious signs of crisis, but the formation of home building materials Network Group purchase should cause us enough attention.

From now on, the surface of the home building materials network to buy electricity after the World War, followed by the home building materials industry will be the future competitive strategy commanding heights----The scramble for the purchase of shopping information. This war is similar to the Internet in the search engine war, will become home building materials industry in the history of the most high-profile century war. This century war may be more tragic and more exciting, it is likely to produce the industry's Big Mac, monopoly of the industry's most user flow resources. This is the traditional channel of home building materials competition can not reach the market concentration.

Winner, we have to stay.

4. Grand strategy

Big strategy, this is the face of traditional home building materials channel Enterprises said.

The so-called big strategy, because this service to the traditional enterprise, is a life-and-death war, must be Mingxiang.

The traditional channel for home building materials Enterprises, this battle is unprecedented, shot to be quick, the hands to be very, but the most important thing is to shoot the direction of the target.

A few words on the development strategy of the electric quotient of the traditional enterprise of home building materials:

1 to have a strong sense of crisis, especially from the electric business channel to meet the advantages of consumer needs to understand the traditional channels are facing the crisis and challenges;

2 to have a sober understanding of the development of the electric business of the enterprise, the electric business development strategy should be regarded as the organizational change of the enterprise in the new competitive environment;

3 Deep analysis of the original core value of the enterprise, the development of the electric business should be closely around consolidating and strengthening the core value of enterprises to deploy and promote. We must not develop electricity dealers for the sake of developing electricity business. It should be kept in mind that the development of electricity is not an end. The purpose of enterprise development is to enhance the core competitiveness of enterprises;

4 The O2O model of the electric business strategy must be the core. But how to O2O but need to combine enterprise actual situation to determine;

5 The big strategy implementation should have the effective cut-in point, must have the development the phased goal, must have before and after the business development logical connection ...

When we get used to the stormy of the electric trader, we may need to rethink our electric quotient development pace. In fact, from the perspective of enterprise development, home building materials, traditional enterprises of the electric business development should be a protracted war.