To see the development of the electric business of the coating materials industry with gold kitchen cabinet

Should paint electricity businessman beam General gracious invitation, did a gold kitchen cabinet angle to view the current coating industry electric business development interview. The following is the interview content, only for the industry home building Materials Electric merchants Reference, Exchange.

2013 years later, the coating industry in the field of E-commerce development is still difficult, although more and more brands of paint to carry out the electricity business channels, but most still do not as a matter to do. Paint marketing people say, paint this thing is not suitable for electric dealers, involved in color selection, construction services, return goods flow, etc. too troublesome. I would like to ask, that the floor is suitable for the electrical business? is the bathroom suitable for the electrical business? Is it easier than the paint? In particular, home cabinets products, completely non-standard products, the need for "private customization", such products are not more suitable for the electricity business? But exactly the opposite. Lucky to know China's cabinet industry leader-Gold Kitchen cabinet electric dealer marketing Director-Su Jianxiang, the following is the content of the interview, do not dare to enjoy, I hope with you paint industry friends to share together to learn.

Q Coating Electric businessman Liang: The Cabinet of the electric business development is relatively early, compared to other categories of household industry to compare, but also more mature, Sue always think is why?

A gold cabinet-Su Jianxiang: In fact, the electrical development of kitchen cabinets and other building materials are not the same as early, should be similar to other building materials industry time, also not to say more mature, building materials home other categories such as furniture are doing very well. Home building materials industry is a large part of the fixed products, non-standard products, similar to the kitchen cabinets under the line measurement design, experience, logistics and distribution, installation, such as the proportion of services under the larger, relatively speaking, a low degree of concern and high participation in products, can not be like FMCG and light home small pieces of products like most online completion, consumption frequency is low. Therefore, the kitchen cabinet electric trader must rely on the offline entity terminal superiority to walk the O2O line to operate the integration mode.

If you want to talk about the advantages of kitchen cabinets, another point of view, because the non-standard appearance of complex, offline services, the larger proportion of the need to participate in the offline entity and coordination, service, high threshold, supply chain to make more difficult, so, online replication and imitation difficult, The need for this type of non-standard products enterprises to spend more time precipitation and layout, training good basic skills, to achieve scale intensification, this is a comparative advantage, with the scale, intensification and the further development of electric business, small enterprises will be weaker competitiveness. I think that each enterprise is doing well, this with the company's emphasis on the top level of strategic design and strong strategic implementation has a great relationship.

Q Coating Electric businessman Liang: What is the current situation of the electric dealer in the gold cabinet? What's the "killer" in the industry?

A gold cabinet-Su Jianxiang: Gold kitchen cabinets advocated by the kitchen as the center, set entertainment, leisure, catering in one of the whole kitchen products life philosophy. Entertainment marketing in the company's market share is still relatively large. such as the company invested heavily with the music network to create a joint invitation to many stars in the "Women Help." The network play in the first quarter and the second quarter are set more than 300 million of the ratings success, gold kitchen cabinet matching the launch of the woman to help the star package sales are hot. Synchronization, and southeast television cooperation, "Kitchen of the Diocesan" food feature program also received a good performance, supporting the kitchen of the diocesan kitchen Cabinet package sales also achieved excellent results. There are more entertainment marketing events in 2014.

But the Gold kitchen cabinet implements is the whole network entire contact point's system electric business strategy, pay more attention to the construction of the electric business ecosystem, pay more attention to the positioning of the brand, adhere to the user-centric (corporate culture first is to customer first), positioning integration "brand-electric business-shop-service provider's O2O integrated business model", For the kitchen users to provide systematic, professional kitchen full product solutions. such as the company in addition to the sale of kitchen cabinets, as well as supporting the Italian Malio kitchen electricity, Italy imported TVs pot, Italy sironi pot, color knives and other kitchen products, as well as G1999 food micro-super, as well as the kitchen related to other products and offline channel channels and models, in this respect, the Gold kitchen cabinet will have greater advantages.

Meanwhile, gold kitchen cabinets focus on for users to build a comprehensive pre-sales to after-sale services to improve the system, to mobile Internet, to create mobile interconnection, such as micro-letter, Ipad-app, are already in the development of the layout, stores are equipped with ipad tablet computer, as well as the round side of the rapid mapping software, Micro-letter and micro-mall is also related to Tencent's professional and technical team development. Gold kitchen cabinets have also been trying to build smart kitchen and technology store terminals, the future to consumers brought about by the experience, the sense of interaction will be worth looking forward to.

Speaking of the killer, the kitchen of the Golden Kitchen cabinet full product and line under the integration of the layout of the construction is very few enterprises can replicate in the short term, including the Gold Kitchen cabinet design and development team is relatively strong, is the only one in China currently selected national kitchen cabinet design Research and development center. The Gold Kitchen Cabinet cares more about the whole electric business ecology construction, is not in the short term one city domain competition and the gain and loss, according to their own electrical business development rhythm layout, do not lie in the pursuit of the cat in the sky or which channel to do much of the performance, the electric business sector is more willing to define itself as a new service system, for the line under the transformation of electronic business transfusion, For the offline service, the protection of the interests under the line, more conducive to the promotion of O2O. Of course, defining a service system is not about not doing channels and selling, just put the channel and sales into the service system, to a systematic approach to the operation of the electric business, weakening channel color and channel dealers rebound and resistance, take the difference and the means of electronic business, to promote the development of enterprise electric business.

For example, now the kitchen cabinet brand electric Dealer's network for products in cost-effective and price advantages will gradually reflect, and compress the space of small brands. We also have a network of brand Orange home, for the young, personalized, fashionable white-collar and other groups, the market and gold kitchen cabinets for the separation and complementarity, more in the supplementary and three or four-level market development. such as our two-year cat Double 11 and Home festival, Gold brand Orange house made very good sales performance, stable kitchen cabinet category first, at present, is vigorously layout O2O line under the integrated mode. Other brands of cat sales are very limited, once, our offline market and the combination of electricity, some small brand market space will be gradually compressed. Local brands and small brands, if only the price war, in the value-added and brand premium is not high, it is difficult to support the new round of the fierce competition in the electricity business.

At present, the kitchen cabinet industry has gradually begun to shuffle, a lot of localized brands around the day will be more and more sad. Because of the higher cost of electric business, with the development of large brands of electricity, large-scale, intensive and supply chain, capital advantage will gradually increase, the price advantage of small brands and market space will gradually lose.

Q Paint Electric businessman Liang: Gold Cabinet headquarters on the development of electric business attitude is how?

A gold cabinet-Su Jianxiang: Gold kitchen cabinets for the electrical business, especially the development of mobile electric business is very important, the company's electrical business sector by the chairman directly in charge, whether in the company's internal and high-level, direct branch and distributor system of the electric business philosophy, thinking of the publicizing and the promotion of the business is very important, Seize any occasion and opportunity to carry out the system of the electricity business publicity, at the same time, for the new dealers in the electrical business part of the requirements and promotion is also supporting.

Q Coating Electric businessman Liang: Because the Ambry is the custom non-standard product, needs to complete the related installation work locally, how coordinates the dealer and the headquarters relations? will not rob the dealer's interest?

A gold cabinet-Su Jianxiang: First of all, the electrical business Department needs to locate its own role, positioning in the service system, in the exclusive products, price system, benefit distribution, integration and sharing to do a good job in the partition and design. Do not compete with the line and the opposition, but to do a good job of the distribution of benefits and line under the integration, do a good job of benefit sharing and interest binding.

For how to solve the conflict of interest under line, I briefly mention a few:

First of all, "resisting", the electrical business departments and high-level need to achieve the internal strategy and objectives of the agreement, it shows that the development of the electronic business is to help channel distributors to seek and realize the development of two times, to expand the new profit channel, is to help the marketing department and Brand department to do a good job of the new channels of sales and brand extension of the line, And to persuade the high level to the sales Department for sales plus the benefit of sharing the way to obtain the company's internal and dealer support.

Secondly, through a variety of channels to the dealers to instill the concept of electric business, depicting the development of the good prospects of the electric business and not to do the crisis of electricity, continuous communication to persuade dealers "water" electric dealers;

Third, the dealer part, the channel must convey "I am the service to you" information, the Electric Business department locates in the service system, is for the line blood transfusion service. The Distributor will be regarded as the terminal service provider of the electric dealer, and the profit-driven mode of sales Plus and Service Commission should be promoted gradually.

At the same time, the electrical products and price system to do a good job of differentiation, can also take the sale of coupons, logo deposit and new products first, line online below the same price and other means for offline drainage. How to solve the problem of channel conflict on line online no longer analysis, the situation of each enterprise is not the same, or according to the specific circumstances of the enterprise itself to design their own electrical business model and strategy. Do not build electricity from the dealer, abandon the offline dealers to go it alone, so that the line will certainly be strong rebound;

Four, pilot and support. Select some of the conditions better at the same time have the will to do the dealers pilot and focus on support, let want to rich people first rich;

Five, starters rich dealers, tree benchmarking, Shenden, with facts or data to speak, and constantly strengthen and not joined the service system of distributors, in order to ensure quality and service level under the premise of the steady expansion of the electrical business after-sales service system. At the same time do a good job of regional aid, vitalize, regional linkage of the way, and gradually promote the dealer's electronic business.

VI, will be all over the main generation into the Warehousing logistics distribution system, each order will eventually flow to each dealer shipping. If you do not need distributors to ship goods, but the dealer service products, sales and after-sales Service Commission to do additional.

Finally, "enhance the overall quality of the dealer team is the right path." In the process of investment, must be to the dealer's age and information to accept the ability to do certain requirements and matching. In the investment time will be the concept of the electric business and the company's electric business policy instilled in, thereby enhancing the quality of the entire dealer team. For existing dealers, be sure to do a good job of the system's electrical business training.

Q-Coating electric businessman Liang: Sue always think the future of household building materials industry, the development of the electricity business?

A gold cabinet-Su Jianxiang: Due to the internet and social consumption patterns of the impact of the development of consumer lifestyles and consumption habits change, at present the entire household industry began from the traditional large-scale manufacturing to personalized, customized production and manufacturing changes. The development of building materials industry in the next 5-10 years will directly affect the trend of home building materials electric business. Home building Materials Electricity market and the degree of electronic business is still relatively low, can be said to have just begun, but because of the characteristics of building materials industry, the overall sales are not large, therefore, home building materials industry market potential is still very huge. At the same time, building materials industry concentration, large-scale trend is obvious, further intensified competition, the consumption cycle is shortened, will produce a number of industrial chain and resource integration capacity of a wide range of large enterprises. These enterprises will further build the industry entry threshold, those who have low brand operating capacity, poor operating capacity, small production scale, innovative ability is weak, not focus on customer service experience will be phased out.

Future home building materials industry will be based on the characteristics of the enterprise's own products, relying on large data and mobile interconnection to brand, full access (full channel retail), large data marketing methods, more is the combination of online O2O integrated operation and integrated marketing model, to get through the line under the information system docking, To provide consumers with throughout the service. In the future, only the use of offline advantages combined with the Internet and it technology, and truly create value for users, to provide better than consumers expect products and services experience, to achieve the scale of the brand and high premium.

Q Coating Electric businessman Liang: Compared to cabinets, the current coating industry, the electricity business can say relatively poor performance, even if the industry leader of the state and many musicians are also so, the industry said the paint is not suitable for the electricity quotient, because color selection, logistics, construction and other contradictions, you as the cabinet industry professional electric business practitioners, what advice?

A gold cabinet-Su Jianxiang: For many of the building materials industry businesses, to do the electrical business is really a headache. Here are a few things to consider:

1, the characteristics of the industry and product limitations: There is a consumer education to accept the process, sometimes, this requires the entire industry to work together, electrical appliances, furniture, kitchen cabinets development are very good to explain this, do the electric business or to see the future, the sooner the layout more favorable;

2, the brand publicity: brand awareness will be to a certain extent to offset consumer concerns about the operation of inconvenience, the entire access to the electrical goods brand must continue, offline brand is not equivalent to the online brand;

3, the protection of the interests of traditional dealers and new marketing ideas of the Broken Bureau: whether the enterprise has the determination and the real importance of doing electricity, not just wait and see, whether the use of Internet thinking to re-examine the development of enterprises with the traditional distribution market integration of the O2O model, This is also the need for ongoing research and continuous efforts;

4, cost-effective advantages and health of the concept of environmental protection highlighted: brand, cost-effective, environmental health advantages of highlighting, excellent operating capacity, I believe can attract a lot of consumers to pay attention to and consumption. Here, there is a question of how to provide more environmentally friendly products and facilitate the operation of the tool. For new house decoration customers, more by the decoration company operation, most of the decoration workers recommended, homeowners in the selection under the influence of workers under the line. For second-hand housing customers, foreign very popular DIY, they are not only concerned about environmental health, cost-effective, but also very concerned about DIY, creativity and convenience of operational issues, this is more mature in foreign countries. Therefore, in the product and supporting tools and DIY aspects of innovation need to work hard, such as matching the design of the drum, children's room renovation creative, environmental persuasion and so on. You are not selling products, but services, fun and experience, perhaps selling paint-related accessories tools and ideas is also a source of profit, a different angle to do the electrical business or marketing may be able to achieve unexpected results.

Three trees of the relatively creative marketing, in highlighting the case of environmental health, will be a bucket of three trees to the golden fish tank, a goldfish will not die, still alive, this is very convincing. Any idea or selling point to the extreme, will produce very good results.

5, line under the O2O Fusion: online can shoot more accurate customer paint samples, online can show the contact information of dealers all over the line, of course, how to do there is enough experience and customer stickiness on my side do not make a detailed analysis. Online ordering customers can go to the line near the network experience and delivery, for their own customers can be in the logistics costs and other aspects of a certain amount of feedback, will be all over the distributor into Warehousing logistics distribution system. In the interests and dealers do benefit sharing and commission plus the way to provide customers with online integration services.

Therefore, do not only online sales of the number of products, the line of traffic and guide the experience of the design is also very important, electrical business in addition to sales, can carry and for the benefit of the line is still very much.

6. Do anything, can not only look at the present, but also to see the future, do electricity dealers need to precipitate, want to do it is not advisable, now pay may not have an immediate effect, but, or to continue to innovate, improve, constantly pay, must be rewarded. Do the traditional market so, do the same as the electrical business.

7, for the paint industry, is because of its product characteristics, the operation of the electric operator has a certain degree of difficulty, but, it is not not can not sell promotion, it is important to see how enterprises in product development, marketing, operations, online integration, consumer and product experience innovation, Network of marketable products, such as the networked packaging is good enough to see how the enterprise to the enterprise can bring in addition to sales of benefits and power.

The electric dealer not only is the electricity dealer sells the product to be able to bring how many profit, more is a kind of new life style transformation, a new service system, a new marketing channel, a new business thought and the pattern, a new customer and the flow gain means. It is to obtain the scale, diluted cost, combat competition, brand promotion, customer service and reverse drive products and supply chain transformation of effective assistance. Therefore, the electric dealer needs to consider with the Internet thought and the systematic thought, pay attention to the benign ecological construction of enterprise electric business, do not go to extremes, not impetuous, really sink down the heart to practice good basic skills, electric business is in essence commercial, single inorganic traditional curing marketing and thinking is not far. Only good products, services, marketing, business innovation in the future.

Micro-Credit public number: Su Jianxiang

Sina Weibo: @ Electric Business ascetic-Su Jianxiang