The transformation of business model is not clear capital frustrated home electric business

"10 years later, if the sole electric dealer in the high-end home retail market share of more than 15%, I would like to lose to Wang and Jack Ma 100 million." If they don't, I will donate all to society. "

The so-called investment 400 million Yuan Red Star mirs under the electric business Platform "Red Beauty Mall", experienced "mediocre performance, poor performance, change the handsome staff", the final revision renamed the Star-Yi home, the original investment was suspected of "skipping", but the company's chairman Chei recently through the "public bet" way to express the future trend of home electric business Not optimistic. "

Red Star Mei Kai Dragon failed, incredibly the home just started, moon Star Furniture, Kat JSWB, gold, such as Home store in the hippocampus is still "groping." "China Enterprise newspaper" reporter in the interview learned that in the face of the growing trend in recent years, China's home building materials capital in the pursuit of "online integration" process, have fallen into the "dilemma" of the transformation of the electricity business.

Electric Business: The road of home industry is not open

Relative to the car building new public not optimistic, a number of household building materials industry in the acceptance of the "China Enterprise newspaper" reporter interview, but said, "the future of the home market, must be no shop." Only, at this stage of the household industry is still in the growth of the road, and the traditional home manufacturers to the electric dealers also copy the traditional operation path, business model, the failure encountered, does not represent the future development of this trend is worrying.

This year, the household industry, the expansion of the electrical business has not been the Red Star Mei Kai long Electric Business Project failure of the impact of the stage. In October 2012 after the cooperation, the beginning of May this year, Jingdong Mall and Sina home together to create the "house City" is also officially online. At the same time, the traditional home building materials stores incredibly home of the electric business platform "incredibly online" also in 51 before the official release of the on-line.

In addition, the home building materials to network Group purchase started decoration pure electric business Platform Qi Jia Network, also announced the acquisition of Oriental home part of the store, and plans to open 100 in 2015 before the experience shop. This year, Taobao's Day Cat Home Improvement Museum has begun to integrate household building materials online shopping "last kilometer" service chain, trying to build home building materials online shopping online under the integration platform.

Qi Jia Network Marketing director Zhang Xianwei that "the rapid development of E-commerce to upgrade the existing industrial efficiency of home industry, break the existing channel structure and pattern." In the future, the electric business channel will become an equal important platform with the offline store. But it is still in the stage of exploration.

An unnamed Red star American Kai Lung Personage said, "As early as years ago the boss has seen the impact of electronic business on the traditional channels of home, in recent years the company has been in the exploration line under the integration path." Only, at this stage, the impact of the company is not big, so still in the exploring stage, and there is no real road.

China Industry Consulting Network Research department is expected, domestic electronic commerce scale in 2015 will reach 205 billion yuan, the net purchase rate is expected to reach 17.5%, become after apparel, 3C digital after the "next gold mine."

Revolution: A battle without smoke

At present, China's home electric business path has been basically surface. To the Red star of the United States Kai-Lung, incredibly the home for the representative of the traditional Home store electric platform as well as the cat, Beijing-east as the representative of the third party platform, and Qi Jia Network, beauty Lele and other professional home electric platform. Many home brand manufacturers do not set up a platform for the plan, mostly relying on third-party platform operators.

However, relative to home appliances, department stores and other areas of the development of electronic business speed "by leaps and bounds", in recent years, the pace of household electrical business is relatively slow: one is home online sales of the lower, such as the cat's home class customer unit price of only about 500 yuan; the second is the sale of goods are mostly sanitary hardware category of small pieces of standard products, furniture also to plate software majority, Does not implement a full category of electrical business.

In this respect, Shou-partner Investment Management Co., Ltd. co-founder Panshou told the "China Enterprise newspaper" reporter, "Home manufacturers to do the main choice of Third-party platform to sell sales, and the traditional offline channel to do the electricity business or through the platform to collect rent, the final delivery, installation and other services also need offline distributors to provide, This continuation of the previous successful experience in the expansion of new business areas, it is clear that the development dilemma.

Starting last year, the problem of home electrical business began to be exposed, and become the focus of consumer complaints: many household goods are not standard parts, consumers buy back often will appear unable to install use; many household goods involve door-to-door, installation services, but the electric business platform is not provided. Home electric Business researcher Tang People summed it up as, "on the line can't get down, offline", the line of electric dealers generally can not successfully complete the section of the offline services. And the traditional home channel business, in the development of the electric business and progress is not smooth.

For the Red Star United States, such as the traditional home store, such as the "offline" problem, Zhang Xianwei that, "the key or gene is not right, can not be the electric business platform and offline stores co-ordination, especially some rental commercial real estate, most of the use of the venue to make money, not a real retailer, but only a commercial property developers."

"Traditional home enterprise is still in the original mode optimization, upgrade stage, such as in the production and marketing of manufacturers integration, and did not form a strong brand influence." At the same time, not to sell the money but rent the real estate model, this will also let them in the process of transformation, facing a great exploration cycle, "Panshou also believes that the high dispersion of home manufacturers, did not form a national influence brand and home Store property model, did not form a home appliance industry suning, Gome, such a strong channel, has become the current troubled home electricity business resistance.

O2O: No confirmed industry direction

In recent years, the development of household electrical business is still in the industry's "entertainment", "a minor", but also faced with the embarrassment of no return on investment. In a number of home industry, "the key is in the home of the business model of E-commerce exploration and future development trends, the entire industry is still in an exploratory stage, and there is no one can carry out a large area of replication, large-scale expansion of the pattern appears."

For home building materials belonging to durable goods, there is a "low degree of concern, high participation" characteristics. As consumers are unfamiliar with the brand, it is easy to jump online when buying, and it is difficult for customers to make a purchase decision on the Internet immediately. Then, the future of household electrical business development, in the end will be in what kind of business model system under the impetus to get rapid development.

Zhang Xianwei that "the future mainstream trend is the line under the integration of the O2O model, all to meet customer convenience, fast, and can fully carry out the experience of the model." However, the current development needs to solve the problem of supply chain efficiency, the formation of ecological circle of the role of symbiotic coexistence of value networks.

Panshou also said, "Who can optimize the entire industry chain, so that consumers really get the benefits, can buy cheap and good home products, who can achieve maximum success." O2O provides more than a place to experience, the greater significance lies in the exposure of large brands, the establishment of trust, ubiquitous storefront is the brand of live advertising.

In recent years, in order to "gather online, online experience and sales" characteristics of Qi Jia Network, in the home electric business Road to explore a basic "O2O" model under the development of a new path. At the same time, the United States Lele Mall, through the main resources invested in the sales link to online traffic and online experience shop synchronized expansion of the way, will produce with the supply chain management system IKEA centralized procurement, reduce costs. The delivery of the installation will be outsourced to professional services companies, relying on Haier's daily Shun home service network.

Tang people think, "In addition to Qi Jia nets and the United States and Lele a few professional platform business, out of a characteristic expansion of the road, the current traditional home channel of the electronic business has not seen the successful, the cat and other third platform is also facing the line on the difficult to fuse the problem."

"Capital is always in favor of ' profitable ' industries, in the traditional home enterprise brand concentration is low, home channel business Scale Limited, has not completed its own industrial restructuring background, quickly encounter the impact of the electricity business, it is clear that this will bring confusion to the capital, home electric business prospects in the end where, Whether the O2O model can carry the power of the commercial profits of this industry is unknown, "said Feng Hongjiang, a visiting professor at Zhejiang Wanli University.