Three large short plate to suppress home electric dealers: O2O Future

"Billion power network" when the clothing, books, 3 C, footwear and other e-commerce has been from the most crazy inflation gradually return to calm, home building materials are still in the field of the power into the trouble. Brand Business test water O2O future difficult to see, after the heavy after-sales burden, line online conflict, regional barriers, such as home industry is a few big mountain.

According to billion power network to understand, in just past the "double 11" shopping Carnival, home building materials Division venue turnover of more than 1.2 billion yuan, accounting for the total turnover of the cat 6.28%. Among them, the whole friend home flagship store that day single shop turnover breakthrough billion mark, family home also exceeded 60 million yuan. and seemingly beautiful report card behind, there can not be asked details: In this 1.2 billion turnover, home textiles, lighting and other relatively small pieces of product sales accounted for the bulk of the cabinet, ceramic ware, pipelines, ceilings and other large products sold few.

In addition, after the consumer orders, the business will usher in a restless half month, waiting for the arduous logistics, after-sale and cumbersome returns. The store data from the cat showed that the refund rate of the official flagship store at home was up to 34.17% in the 10th day after the double 11.

In the seventh session of China online retail conference hosted by billion Bang Power network, more than the traditional areas of household business owners have confessed that the industry is full of troubles and concerns about the process of electricity, billion power network also invited from the traditional field to do the electrical business experience to do the diagnosis of targeted pulse.

The differentiation strategy is not clear under line online

A number of traditional home building materials enterprises reflect the product and brand, the price system in the same chaotic state, there is no clear countermeasures.

As a result of online, offline channels of conflict of interest, a lot of home brands are involved in the electrical business is still very tangled. The original day cat Love Bee Chao CEO Wang Xiaokang said, channel business to be made into the electric business platform, the inevitable hope that the cooperation of brand enterprises can move to the line, but "the reality is very remote, because some of the business has been OK, the other part of the business is still in the tangle, there are some businesses have no concept."

Oren Furniture Electric business director Nieching revealed that, although the European furniture in the furniture industry plan to "big" company, but at present for the line under the product, brand is not a clear intention to separate.

Excellent purchase network CMO Xu that the traditional brand of the electric business strategy, must be supported by the parent company under the premise to find the line under the difference of the place. He admits that if the problem of ambiguous brand positioning is not solved, "all the problems will go down in vain".

For the balance line under the benefit of the business service provider Advantage Strategic Planning Wang Zexu that the home enterprise should first think good electric business channel positioning, if you want to protect the interest mechanism under the line, you can make the electricity business become a non-main channel. For the channel business, if you can not drive all brands online, you can only create key areas of the key brands, and according to different brands under the line coverage area for the corresponding product layout, as far as possible to avoid the same platform on the product competition between different brands.

High cost of logistics and after-sale

The logistics cost of home building materials is much higher than other categories, and it faces the difficulties of transportation and installation in different places.

"The same product sold to Beijing and Urumqi, the price difference is very large, the first line and three lines of the city price difference is also very large, because of the cost of operating the cable, but offline is a unified price." "Oren Furniture E-commerce general manager Nieching said.

A large traditional furniture retail chain business owner revealed that its business has tried to build a logistics system, and finally found "very not cost-effective, complaints is particularly high."

Wang Zexu said, home products, especially building materials in the late service is indeed very difficult. He believes that under the complex supply chain, offline retail enterprises to establish vertical business is almost impossible to succeed, the more reliable way is to establish a B2B2C-style open platform, first of all to choose a part of the service has the advantage of the brand to cooperate. "In addition to the open chain of sales, operation chain, but also to create a service chain." ”

Wang Zexu also suggested that for after-sales service demand is not large (such as no need to install, easy to install the furniture) of the class, you can try to take out a part to do self.

O2O concept difficult to change and ordinary life service class O2O different, household category consumers from online to offline more difficult, conversion effect is more difficult to monitor. In the Life service field progresses in full swing O2O, in the household industry but frequently encounters the cold.

Media reported that the cat since the beginning of last year, the layout of household category of the online experience shop "Love Bee Tide", but the effect has been criticized. High rents, many more, less passenger flow, many businesses said to pay for their living, the advantages of low cost of electricity is completely disintegrated.

In addition, the interaction of online on-line, the Love Bee Tide experience pavilion and the cat platform interaction is not successful. "It (cat) just take the brand and flow in, but actually or both ends of the run, although there is telephone communication, weekly meeting, but with the original project positioning there is a big difference." Wang, a former CEO of the Love Bee, told the truth.

At present, home electrical business has begun to pay attention to the visibility of online mall. If you use technology to improve the purchase experience, the site will automatically generate a fun map after the user chooses a range of products.

However, the details of the improvement can not fundamentally make up the line under the interactive fracture. In addition, the user-line experience is not smooth by geographical constraints.

CMO Xu said that the home electric dealers must let themselves survive first, rather than blindly create some vague concept. He emphasized the restriction of the regional factors on the home electric business. "Choose home supermarkets or stores are good, are close to home, geographical advantages determine the advantages of the line." ”

In addition to the above several home electric dealers difficult to crack the problem, home electric business also puzzled in "in the end should do their own brand promotion, or just rely on the electric dealer to operate, run sales", a number of enterprises also said that both the traditional enterprises and the experience of the electrical business is difficult to find, in addition, inventory risk, low repurchase rate problems also need to consider home enterprises.